PARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAY品牌IP孵化方案OPEnInG PARTY 'BIRTHDAY PARTY'MUSIC PARTYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYIP创意诠释PARTY EVERY DAY对于乐在分享，重在体验的Z时代后年轻人来说高质量派对已经成了一种完美契合生活节奏的社交方式“Party every day!”成了“派对动物”们的心灵寄托而派对大师，就是一位致敬玩乐殿堂的“soul singer'”!PARTY EVERY DAY派对大师PARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYN0/1背景分析N0/2视觉符号N0/3矩阵打造N0/4传播策略派对头师PARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAY派对大师PARTY EVERY DAYNO/1背景分析BACKGROUND PARSEPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAY行业分析/烘焙，不止于味图表3：2013-2020年中国烘焙食品市场规模及其预测（单位：亿元）294530002844“生日蛋糕已经有一百多年历史，其创造之初2725256724272500239224822203是因为德国人相信吃到藏在蛋糕里的礼物会带2000来好运。现在全国几十万家店铺，大家都在卖15001000蛋糕，但从来没人去考虑过给客户带来快乐。”50020132014201520162017201820192020E资料来源：Euromonitor前瞻产业研究院率理原本为了仪式感而存在的生日蛋糕烘焙行业规模自2018年开始有较大缩减，主要原因是家居烘焙开始兴起，同时人们对订制生日蛋糕的需求量大幅下降！其不可替代性正在渐渐减弱！如何破局？PARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAY竞品分析/熊猫，走的真快（熊猫不走）强IP形象：只送给最重要的人/（生日、节日、纪念日）熊猫人猫不走熊猫不走熊猫两年累积500万用户，「熊猫不走蛋糕」获数千万元Pre-A轮融资诞生于2017年12月5日，主要通过地推、外卖、新媒体投放等方式扩大小小的熊猫人，点亮了无数生活被迫简化知名度，核心卖点是订购新鲜蛋糕，熊猫将作为外送员，不仅免费送货上门，还会热情提供唱歌跳舞、魔术乐器、送礼合照等服务的都市青年们内心渴望的仪式感PARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAY由全球知名翻糖艺术家担任主理人的新潮派对品牌分析/蛋糕派对，天生绝配定制服务团队旨在为所有渴望仪式感和氛围感的派对玩家，提供贴心无忧的定制化服务专业团队优选食材个性定制纵享派对五星级厨师长，精选优质食材，从主题到美食，派对精心策划，管家级服务国际翻糖艺术展获奖团队保证每一口尽是新鲜成就一生难忘的美妙记忆蛋糕现做现送，空运式享受P「世界顶级翻糖蛋糕」关键基因「全新社交方式」「契合心意的仪式感」PARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAY思考如何根据IP关键基因进行创新突破集中火力向仍处于迷雾中的青年派对社交领域进发？PARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAY为了让这蛋糕与派对这两种元素完美融合让所有参与者沉醉其中派对大师将百分百的用心凝聚成一等一的惊喜为用户提供实打实的省心和前所未有的开心洞察：加强社交属性，打造沉浸式、场景化、定制化体验用强P打通连接潮流玩家的通道PARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAY核心用户群体：15-25岁的Z时代后年轻人为自己准备一场为朋友策划一场有仪式感的纪念派对情深义重的友情派对为恋人筹备一场为家人安排一场永生难忘的爱情派对意义深刻的亲情派对PARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYBIG IDEA派对大师，有地放肆！备选：派对大师，为爱放肆！人生的第一场派对PARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAY派对大师PARTY EVERY DAYN0/2视觉符号BRAND VISI▣NPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYIP主视觉输出/派对大师COSMOWAVE参考左图，根据我们的品牌定位以及业务内容塑造个性定制化IP形象经过C4D立绘、手绘等方式嵌入品牌VI手册中作为对外宣传的核心视觉传递也为之后的1P商业化变现做铺垫SpacetaPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAY品牌概念先导片/派对大师风格一：使用P形象，插画或立绘风风格二：主理人出镜潮酷风将派对大师的P形象精准统一地传递出去相比风格一，更保守但更能代表品牌方帮助用户建立认知，强捆绑品牌与该形象用契合年轻人心境的视听语音、画风传递主便于之后更好地进行引P商业化理人对生活、美学、派对文化的理念PARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAYPARTY EVERY DAY后续变现思路/派对大师P变现的内容归纳起来，主要有三类，一类是卖产品；一类是卖人设；还有一类是卖服务一：P潮玩手功二：短视频变现三：流量变现餐厅如何在拉新获取流量Jet BoyExplorerUFO Boy喷射男孩沉淀复购会员唤醒Flower BoyRocket BoyDoctor of AeronauticsEarth Baby