What insights does the popular "Nezha 2" provide for brand marketing, IP promotion and cross-border cooperation?

Nezha 2 has successfully transformed from a cultural symbol to a commercial ecosystem by subverting traditional narratives, incorporating modern cultural elements and creating a strong emotional resonance. This article will deeply analyze the marketing strategy behind the film and explore how it provides valuable inspiration for brand marketing and IP operations through multi-dimensional means such as brand positioning, cultural core, industry collaboration, emotional marketing and cross-border cooperation.

When an animated film creates a box office frenzy with its narrative core of "going against the will of heaven and changing destiny", what it reflects is not only the audience's empathy for the hero, but also a textbook case of how a brand can "break the circle" through cultural, technological and emotional resonance.

"Nezha: The Devil Boy Conquers the Dragon King" (hereinafter referred to as "Nezha 2") topped the global single-market box office list with a box office of 8 billion yuan. It not only rewrote the narrative rules of Chinese animated films, but also provided multi-dimensional inspiration for brand marketing, IP promotion and operation, and cross-border cooperation with a "huge traffic".

1. IP creation: systematic construction from cultural symbols to business ecology

1. Brand positioning: the balance between continuity and innovation

The IP of "Nezha 2" continues the "subverting tradition" gene of its predecessor, but achieves differentiation through technological iteration and deepening of narrative.

For example, the film uses the new plot of "the seven-colored lotus reshapes the body" to continue the spiritual core of the previous work "going against the will of heaven and changing fate", and strengthens the brand's iconic characteristics with high-burning visual symbols such as "cracks in the body".

This strategy of "maintaining the integrity and innovating" allows the IP to maintain continuity while avoiding aesthetic fatigue, and provides the brand with a feasible path to "renew old IP": "Replicating feelings is a shortcut, and reconstructing value is the way to go."

2. Cultural core: modern deconstruction of traditional symbols

The film deconstructs classic myths, transforming the tragic narrative of "cutting flesh to repay mother" into a growth theme of "breaking prejudice", and incorporating Sichuan aesthetics (such as dialect dubbing and enchanted beasts with Sanxingdui elements), making classical myths a metaphorical carrier of contemporary social issues.

This "cultural deconstruction-reconstruction" strategy successfully transformed Nezha from a traditional hero into a spiritual symbol of Generation Z's "rebellious but responsible" character.

As a researcher at the China Film Archive said: "The secular torrent and romantic power of Nezha 2 continues the folk aesthetic tradition of Yuan Zaju and Ming and Qing novels, but is recoded in modern technological language."

3. Industrial synergy: a closed loop of regional economy and policy-driven ecology

The "Nezha Cultural Landmark" effect in Yibin, Sichuan, reveals the deep connection between IP and the regional economy. Through the construction of a national audio-visual industry base, tax incentives and talent introduction policies, Sichuan has built a virtuous cycle of "policy-enterprise-work", providing technical infrastructure and creative ecological support for IP.

This "local branding" strategy not only makes "Nezha 2" a cultural symbol, but also transforms it into a traffic engine for the cultural and tourism economy - hotel bookings in Yibin City surged 30% year-on-year, and searches for Nezha theme scenic spots soared 453%.

2. Content Promotion: A Trio of Emotion, Technology and Timing

1. Emotional leverage: from pain point resonance to social currency

"Nezha 2" combines Nezha's growth dilemma with contemporary educational anxiety and intergenerational conflict.

For example, the "label-free education" of Li Jing and his wife contrasts with the Dragon King's desire for his son to become a successful person, accurately hitting the pain points of the parent-child relationship.

Through the slogan matrix such as "My destiny is in my own hands" and "I am a devil, so what", the film refines values ​​into social currency and stimulates the secondary dissemination of UGC.

Data shows that behind the 28% drop in the film’s box office, 27 hidden Easter eggs (such as the heartwarming detail of Li Jing inviting Nezha to play shuttlecock and being kicked against the wall) became hooks for users to spread the content spontaneously.

2. Long-termism: Slow is fast brand credit assets

Director Jiaozi's team spent five years polishing the details. The plush texture of the protagonist's costume can withstand the test of close-up shots, and the number of special effects shots has doubled to serve the theme of "rules and resistance."

This "fighting spirit" is transformed into user trust - 30% of the pre-sale box office comes from word-of-mouth recommendations from viewers of previous films.

The brand inspiration lies in: "Users are willing to vote in advance for certain quality, and the solution to traffic anxiety is to return to the essence of content."

3. Technology empowerment: from showmanship to narrative tool

The film is screened in all formats including IMAX and Dolby Vision, and uses 3D special effects to create a "sea spectacle", but the technology always serves the core of the story. For example, the particle special effects of the Yuxu Treasure House are a metaphor for "rule confinement", and the dynamic details of the chains strengthen the theme of resistance.

This deep integration of technology and content provides brands with an example of "two-way empowerment": technology should not be a decoration, but an amplifier of brand value.

4. Node Marketing: Resonance of Emotional Potential and Cultural Symbols

The film was chosen to be released during the Spring Festival not only because of its family-friendly nature, but also because it coincides with the social sentiment of "year-end reflection."

The plot of Nezha reconciling with his father and Ao Bing breaking free from the shackles of his family accurately connects with the pain points of intergenerational communication faced by young people returning to their hometowns.

Data from Tongcheng Travel shows that the number of travel searches related to "Nezha" has increased fivefold year-on-year, and hotel bookings in Yibin, Tianjin and other places have surged, confirming that the essence of node marketing is "transforming products into emotional solutions."

3. Brand leverage: Who benefits from the “Nezha Tornado”?

1. Derivatives giants: Kayou and Pop Mart’s “grain economy”

The card game co-branded with "Nezha 2" launched collectible cards, which sold 700,000 cards in a week, with a turnover of over one million; the limited edition director's autographed cards became the hottest object among fans. Its success lies in transforming traditional cultural symbols (such as Hun Tian Ling and Hot Wheels) into card battle gameplay, and achieving cultural breakthrough through social attributes (exchange, battle).

Sales of Pop Mart’s Natural Bonds series of figures exceeded 10 million in just 8 days after they were launched, and emergency restocking is still in short supply.

These cases prove that: "derivatives are not accessories to IP, but a new context for cultural communication."

2. Cultural tourism industry: from short-term popularity to long-term IP landmark

With the title of "Hometown of Nezha Culture", Yibin, Sichuan Province, has transformed short-term traffic into long-term cultural tourism assets. Its development of "Metaverse Chentangguan" and immersive Nezha short plays has constructed a path of "story scene-scene product-product branding".

With the help of the "Chentangzhuang" IP, hotel bookings in Hexi District of Tianjin increased by 60% year-on-year.

Expert Zhao Huanyan pointed out: "Cultural tourism IP needs to balance innovation and protection to avoid excessive commercialization leading to cultural alienation."

3. Cross-border collaboration: from crowdfunding to community co-creation

Ali Fish's "Zaodianxinhuo" launched a crowdfunding campaign for Nezha 2 peripherals. The project, which had a target of 100,000 yuan, eventually raised 18 million yuan. Participants can get limited edition badges and sticker sets at the crowdfunding price.

This "user co-creation" model not only reduces market risks, but also enhances brand stickiness through social interaction. Companies such as Aofei Entertainment and Yuanlong Yatu also took advantage of the opportunity to launch trendy toy products to seize the two-dimensional consumer market.

IV. Inspiration and Prospects: Cultural Expedition of Chinese Brands

The success of "Nezha 2" confirms the victory of "the essence of content being king + long-termism", but its deeper revelation lies in: "The ultimate competitiveness of a brand is to become the creator of cultural consensus."

In the future, the long life cycle of IP will need to rely on the development of derivatives, cross-border collaborations and global output.

As the People's Daily commented: "Nezha 2 is not only a victory for the film, but also a signal of the transformation of Chinese animation from 'product output' to 'brand output'."

When Nezha broke prejudices with his identity as a "demon boy", Chinese brands were also writing their own legend of "changing destiny against all odds" amidst the wave of cultural confidence and technological innovation.

The next "huge traffic" may be hidden in those stories that dare to reconstruct traditions, embrace users, and stick to quality.