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LINE上市成功融资13亿美元,靠的竟然是表情包?
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Topic: LINE上市成功融资13亿美元,靠的竟然是表情包? (Read 600 times)
healtheworld
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LINE上市成功融资13亿美元,靠的竟然是表情包?
July 13, 2016, 12:00:15 AM
#1
LINE作为移动通讯聊天工具,由NHN Japan(现改名为LINE Corporation,为韩国NAVER 旗下子公司)开发,于2011年6月发布。目前用户主要集中在日本、韩国、泰国、印尼和中国台湾等地区。
那你知道LINE凭什么本事能融资13亿美元吗?
LINE上市成功融资13亿美元,靠的竟然是表情包?
没错!就是这几只家伙!
LINE上市成功融资13亿美元,靠的竟然是表情包?
LINE的成功大热依靠“不务正业”,营销其表情包LINE Friends 衍生的周边产品服务撑出一片天。即使不认识熊大(BROWN),兔兔(CONY),詹姆士(James),馒头人(MOON)的名字,也必须认得它们的形象,不少人还被它们“骗过钱财,毁了青春”。
LINE必须是披着科技外衣的文化公司,LINE Friends则是旗下的抢钱天团。
1.来自星星的LINE Friends
LINE上市成功融资13亿美元,靠的竟然是表情包?
▲(千颂伊LINE表情包图:Imgur)
说到抢钱的发端,就要提到那一年的都教授。2014年席卷亚洲大地的韩剧《来自星星的你》不仅带红了“炸鸡和啤酒”,也火了其独家广告植入商LINE。
不仅LINE的界面形象在剧中出现多次,LINE也借势推出《星你》的表情包。
就这么火了以后,接下来更一发不可收拾,抢钱抢到天昏地暗。
2.被LINE进击的优衣库
LINE上市成功融资13亿美元,靠的竟然是表情包?
借着这股东风,同年的5月,看到先机的优衣库顺势合作推出了LINE Friends 系列的UT,塑就了一段满大街爆款的时期。因为卖得好,又接连推出了几个新系列,势要圈钱圈到底。
3.千万别让你女盆友看见我
lineg1
lineg2a
(动图:YouTube)
和韩妆品牌MISSHA合作推出了化妆品系列。除了MISSHA,“花心”的LINE还跟好几个美妆护肤品牌合作,多渠道圈住一班少女粉的心。
4.钢笔也要萌萌哒
LINE上市成功融资13亿美元,靠的竟然是表情包?
和德国钢笔品牌LAMY合作,虽然来自严谨认真的德国但钢笔也能变得超可爱。
5.让喝水也变得萌萌哒
LINE上市成功融资13亿美元,靠的竟然是表情包?
LINE上市成功融资13亿美元,靠的竟然是表情包?
和芬兰家居品牌muurla合作搪瓷杯。
6.我们不仅可爱,还“好吃”
LINE上市成功融资13亿美元,靠的竟然是表情包?
LINE上市成功融资13亿美元,靠的竟然是表情包?
和Burger & CHIPS合作服饰和配件。
7.奢侈风我们也能Hold住
LINE既能走接地气的亲民路线,也能走高大上的时尚路线。2015年的LINE Friends和BURBERRY 携手合作为日本地区用户直播了2015年BURBERRY秋冬女装展,可以说是时尚圈和科技圈的一大融合。
LINE上市成功融资13亿美元,靠的竟然是表情包?
LINE上市成功融资13亿美元,靠的竟然是表情包?
(图:VOGUE,YouTube )
8.没错,手机的事情我们也能掺和
今年5月,还与三星合作推出了特别版的Galaxy S7。
LINE上市成功融资13亿美元,靠的竟然是表情包?
LINE上市成功融资13亿美元,靠的竟然是表情包?
lineg3
lineg4
9.做完线上的,我们来做线下
跟其它品牌合作还不够,看着别人家利用自己赚得盆满钵盂,LINE就直接开了LINE Friends主题商店和公园自给自足。
LINE上市成功融资13亿美元,靠的竟然是表情包?
(图:LINE台湾官方博客)
重点:“疯狂”跨界背后是白花花的银子
今年的1月28日,LINE Corporation公布了2015年财务报告,全年收入为1207亿日元(约78.4亿人民币),与前一年相比增长40%。全部收入其中41%来自内容业务,24%通讯业务,30%广告和5%其它业务。
LINE上市成功融资13亿美元,靠的竟然是表情包?
报告提到,表情包服务作为通讯业务的主要支柱,该部分收入在日本内外增长平稳,除了来自官方卡通人物形象和其它知识产权,还有在其基础上产生的 Creators’Market。游戏服务则是内容业务的支柱。LINE多款游戏和应用程序中也出现了官方的卡通人物形象。
凭借着卖文化卖情怀来打天下的科技公司目前也只有LINE做得尤为出色。
LINE上市成功融资13亿美元,靠的竟然是表情包?
LINE上市成功融资13亿美元,靠的竟然是表情包?
作为国内同类型的通讯手机应用,虽然表情包服务也是微信收入一大部分,但目前微信还未能像LINE一样能推出辨识性高、独特的表情形象,并将此作为盈利重心。尽管微信已经提供了表情开放平台的功能,网民可以自行制作创建不同的形象上传为表情,但是,受众对于各个表情包的忠诚度低,微信也还没办法将其转化为巨大的商业利益。
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1714984137
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Wei H
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Re: LINE上市成功融资13亿美元,靠的竟然是表情包?
July 13, 2016, 11:15:56 AM
#2
LINE的特色本来就是其具有特色的表情符号。
skyred_flyyang
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Re: LINE上市成功融资13亿美元,靠的竟然是表情包?
July 13, 2016, 11:44:37 PM
#3
这也能圈这么多钱,看来只要有特色就有money!
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LINE上市成功融资13亿美元,靠的竟然是表情包?
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