2023-07-04 11:44:00
Dortmund, a giant of the Bundesliga, a century-old football club, why is it favored by Dr. Li, a skin care brand with a history of nearly 28 years? And one signing is a four-year long-term IP authorization cooperation.
No IP, no brand. As a marketing method, cross-border IP marketing is to create a topical gimmick to attract consumers’ attention? Or enjoy yourself? What exactly is Dr. Li doing in cross-border marketing?
“Keeping the brand young, building long-term brand IP value assets and resonating with consumers, and realizing short-term sales and transformation are the two initial goals of Dr. Li’s cross-border IP marketing.”The person in charge of the brand of DOCTOR LI said so.
Representatives of the DOCTOR LI brand participated in the international exchange meeting of business partners of Dortmund Football Club
Persistence and transmission of brand common values: youthful sunshine, beauty can be healthy
DOCTOR LI Dr. Li’s unremitting pursuit of professional, fashionable, sports, and healthy skin care concepts for 28 years complements Dortmund’s persistent belief in chasing dreams. The two not only share the “purest” sports passion, but also “stay young” The persistence is also deeply rooted in the hearts of the people.
Dortmund on the court is full of youthful sunshine and vitality. Dr. Li also communicates with young consumers through the cross-border linkage with Dortmund. While conveying the joy and passion of sports, he advocates the natural and balanced health of the skin. Continue to accumulate the brand personality and cultural value of “sports, health and beauty”.
The yellow and black storm is implanted into the product, resonating in the youthful purity
Dort’s joint men’s series products are specially researched for young skin problems such as staying up late, greasy and dull, deep cleansing, oil control, moisturizing and non-greasy, so that men can say goodbye to oily shine, and have a refreshing moment while carnival.
On the basis of maintaining the tonality of the brand’s professional skin care, the packaging incorporates the design concept of sports vitality and uses the classic yellow and black series of Dortmund to convey the spirit of passion, concentration, purity and perseverance. Since its launch, it has won many fans and consumers sought following.
As a pioneer of functional skin care, DOCTORLI Research Institute always adheres to the research and development concept of “focusing on ingredients and efficacy”, and cooperates with France’s Xianting Laboratory, South Korea’s Ancors Laboratory and Australia’s New Directions Laboratory to select high-quality raw materials from around the world and specialize in ingredients. The system construction of efficacy and scientific precision of formula ratio.
Do not waste every contact point of communication, and truly talk to young people
In the 2022-2023 season, the Bundesliga matches are hot, especially the exciting final round. Dortmund’s game has attracted global attention and has also attracted the attention of more than 75 million fans in Asia. After the game, Dr. Li wrote and released “Dortmund, never leave!” in “World Football” and “Football Prophet” and other media, which directly hit the hearts of fans and aroused deep resonance.
A number of activities such as Dortmund-themed cultural exhibitions, fan meetings/movie viewing sessions were carried out offline. Through the creation of an immersive interactive experience, Dr. Li has really played with consumers.
At the same time, DOCTOR LI’s co-branded products were personally recommended by Mr. Luo in the Make a Friend live broadcast room, and also achieved a good result of Top 1 sales in the men’s skin care category in the live broadcast room in the past 30 days. Cooperated with Li Chen, a Douyin celebrity, for many times, and was listed on the Douyin men’s hot cleansing list, with a cumulative sales of 100,000+ through a single link.
Dortmund’s co-branded men’s series has also appeared in mainstream fashion magazines such as “Men’s Style LEON” and “Bazaar Men”, and has been well received by many consumers.
In the joint cooperation with Dortmund, Dr. Li did not simply regard it as an isolated marketing event to gain short-term attention, but from multi-dimensional and three-dimensional in-depth interactions such as product development, image design, and event promotion, taking into account both short-term and long-term goals. It has built the brand’s long-term IP value assets and personalized brand character, which is unique in the industry.
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