Shanghai's great show is on stage, with a group of lifestyle brands as the directors?

In Shanghai, Everyone Is a Director of Life

Last weekend, the HAI550 mall in Shanghai was crowded with people.

There were passers-by, local uncles holding cameras to record and check in, and foreigners from all over the world. Everyone who passed by became a part of this large-scale immersive drama. They were all attracted by the strong dramatic atmosphere created by "Tmall Inspiration Theater" and couldn't help but stop, walk in and watch, jointly constituting a part of this drama.

The location of the drama is the lifestyle commercial complex HAI550 on Middle Huaihai Road in Shanghai. This building is like a large container in which many lifestyle brands are housed. As the first sustainable lifestyle-themed commercial space in China, HAI550 not only has environmental protection-themed exhibitions, but also niche designer brands and unique handicrafts, which coincides with the tonality and spiritual concept of the lifestyle brands that Tmall wants to promote. Therefore, Tmall chose to hold the opening show of "One More Life Proposal" here and stage the "Five-Act Drama of Life Inspiration".

Each act's inspiration design comes from a number of lifestyle brands such as DOCUMENTS, Songmont, HEFANG, and Columbia. They jointly wrote, planned, and directed the acts with Tmall. Through unique scene arrangements and interactive experiences, they convey the life philosophy and brand spirit behind them to the audience. At the beginning of the year, through the jointly created acts, they demonstrate the beautiful expectations for the new year:

Make a wish to the universe together, with fragrance as the breath and jewelry as the vision;

Create a "long-termism" with countless absent-minded moments;

Find the "entrance and exit of freedom", be wild anywhere, in mountains, rivers, lakes, and seas, and in forests and fields;

Become a "happy gourmet", so that food and spiritual food can be placed on the same table;

Explore in the "Dreamy Wander", where children dream of becoming monsters and adults dream of becoming children.

In the jointly created drama with the brands, Hu Yisheng, the actor from the movie "Good Things", also came to the scene of the "Five-Act Drama of Life Inspiration" and participated as a surprise guest in the "Vision Darkroom" act in collaboration with Swisse. Wearing a white coat, he performed "Checking the Eyes of All Shanghai Type E People" on the spot, pointing to the Type E vision chart, and sending the beautiful blessings starting with "E", such as a year full of "ENERGY", to the audience on the spot.

Invited actor Hu Yisheng

Performance artist Zhang Daqiang is also one of the "One-Day Leading Actors" of this drama. He wore the "stage" on his body, went to the streets, and performed his own "inner drama". On the mobile stage device, those leaves with wings come from a song he likes very much, "The chair is in a foreign land, and the leaves have wings". By turning the mechanism on his chest, the little boy wearing a cloud headgear and the Tmall cat puppet danced happily with the leaves.

If life is a drama, then he who wanders near the main theater of HAI550 is a flowing small stage. He is curiously watched by passers-by and moved by the innocent smiles of children. Through one act after another, he uses his body as a clock and adheres to his long-termism. Just as Daqiang said at the end of the video: "If life is compared to a drama, perhaps we ourselves are the stage."

Performance artist Zhang Daqiang

In this drama, the directors, screenwriters, and actors are all jointly composed of users, lifestyle brands, lifestyle experts, and Tmall. For a more immersive experience, the audience can also randomly invite "One-Day Leading Actors" at the scene to direct a good show together. If the lens of life is pulled away, the entire city becomes a huge theater, and everyone living in it is currently directing and performing the wonderful moments of their own lives.

Let's Live First

Then Live a Wonderful Life

As the end of the year approaches, it is a good time to watch dramas. Dramas always carry many people's new expectations for the future. We watch dramas, and we also hope that our lives in the coming year will be like a good drama.

As Tmall's first lifestyle marketing IP, "Tmall One More Life Proposal" jointly with lifestyle brands such as Songmont, DOCUMENTS, Columbia, and HEFANG, has jointly created the creative image of the "Five-Act Drama of Life Inspiration", giving more artistic expressions and softer presentations to five life inspirations, injecting one more inspiration into everyone's daily life, and also attracting users' attention before the offline drama is staged, warming up for the offline drama.

The audience follows the protagonist of the story into this drama. Centered around the drama, "Tmall One More Life Proposal" and the brands jointly condense the spiritual concepts they want to express into a series of visual languages that can be externally displayed, such as drama tickets, scripts, and drama posters. These images also seem to allow people to briefly detach from their daily lives, immerse themselves in the vast drama, and see another kind of life.

Good Marketing

Like an Art Agent with a Business Mind

The Spring Festival is a must-compete battlefield for major brand marketing. From internationally renowned luxury brands to local specialty snacks, they are all gearing up and using every means to stand out in this marketing feast and seize the minds and wallets of consumers.

A New Year's planning that can attract consumers to immerse themselves is not necessarily a discount promotion in a big supermarket, nor is it necessarily a purely emotional route. Instead, it uses the immersive and scene-sense of drama to allow the coming and going crowds to participate in it.

This is a good marketing plan in the new era of consumption stratification, just like an art agent with a business mind, firmly grasping "brand value" and "effect conversion" in his hands.

Among them, brand value can be divided into two layers. The first layer is the brand's own self-expression at the spiritual level. For example, Songmont recently held the "Songmont Gathering Under the Pine" theme exhibition in Jing'an Kerry Center in Shanghai, organized the "Songmont Market in the Forest" outdoor activity in Taikoo Li Sanlitun in Beijing, and launched the "Songmont Life Challenge" on social media platforms, encouraging consumers to share their life photos or videos of using Songmont products in natural environments such as parks, mountains, forests, beaches, etc.

It is not difficult to see from these actions that Songmont itself is a lifestyle brand with a clear positioning, a clear strategy, and a strong execution. By showing the artistic conception of "The sky is far and the mountains are high, and there are pines under the mountains" from the Oriental aesthetics, it closely links "Songmont" with two natural images of SONG (pine) + MOUNTAIN (mountain) and the Central Plains culture. It achieves the Oriental realm conveyed by the brand: The pine carries the will, and the harmony between man and nature. The "long-termism" concept that the brand adheres to is deeply conveyed to consumers, making consumers resonate with the brand emotionally.

Source: Songmont

For example, DOCUMENTS, which has always been "Zen and Cool", has created a series of novel, rare, and diverse "New Chinese Fragrances" for Chinese people from the inside out. From the "Secret Cellar Space" in SKP-S Beijing to the "Happy Hall Space" in Shenzhen, every detail of the store contains the brand's core. At the same time, the brand expression of DOCUMENTS is more like a cultural feast - constantly breaking through the boundaries of fragrance and carrying out cross-border collaborations with brands and cultural elements in multiple fields. For example, the cultural activities with Yuyuan Bookstore integrate fragrance with the reading experience, record life with smell, and connect people's hearts with temperature.

Source: DOCUMENTS

HEFANG, a designer light luxury jewelry brand founded by designer Sun Hefang, is also good at conveying emotions and lifestyles to consumers. HEFANG combines craftsmanship and fashionable expressions, mainly targeting urban sophisticated white-collar workers and fashionable women aged 25 - 35. The brand adopts a monthly new product launch strategy, injects life fun into jewelry, and maintains design vitality, such as the "Sugar Cube Series" and the "Tableware Series". At the same time, through product design, content expression, and user sharing, it builds one touching and romantic brand story after another, and conducts cross-border collaborations with international brands such as Barbie, Peter Rabbit, and Maserati to shine on the world stage.

Source: HEFANG

When the platform IP cooperates with such brands, it needs to express together with the brands like "Tmall One More Life Proposal". That is the second layer of brand value, "Co-creating Brand Value" - becoming the brand's art agent, blurring the identity of the client or manager, breaking the boundary between the "IP" and the "cooperating brand", and both sides stand on the same side to create together, making the "artwork (content)" the protagonist.

Through the points of brand cooperation, the series of cooperative lines, the sections that constitute the spiritual resonance, and the creation of a three-dimensional major event, "Tmall One More Life Proposal" and the brands together provide consumers with a whole set of life inspiration proposals beyond the product itself. Through the resonance of value content, they write their own answers to "What is the ideal life".