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爱 与 正 版 同 在 扫码进商城逛逛
 鹅漫U品是中国专业的自营正版IP周边商城
 基于QQ平台,为8亿QQ用户提供优质商品及服务
 商城IP涵盖国漫、日漫、电影、电视剧、游戏及各类人物、形象,在线IP180
 商品类目丰富,涵盖生活用品、手办模型、数码3C、服饰、箱包等,近4000款SKU
国漫 日漫 电视剧 游戏电影 形象
鹅漫U品入口展示
✓ 点击我的会员(或QQ钱包) ✓ 会员页面入口 ✓ QQ钱包页面入口 ✓ 游戏特权页面入口
QQ
游戏
QQ泛娱乐业务支点项目
覆盖8亿QQ活跃用户
实现手Q二次元场景化覆盖
QQ
阅读
QQ
动漫
企鹅
电竞
鹅漫
U品
QQ
文学
QQ会员和二次元人群年龄匹配
背靠5000W手Q高价值会员用户
鹅漫U品战略定位及用户属性
勋章墙 个性化装扮 QQ动漫
定制专属形象勋章
引导用户购买周边
个性化表情主页
增加热销周边商品入口
结合QQ动漫,边看边买
 鹅漫U品可联合手Q勋章墙、个性装扮、QQ动漫、QQ游戏、直播、电竞等多业务
场景,提升商品的曝光度,真正实现场景式购买体验。
鹅漫U品手Q IP联动
鹅漫U品 京东 天猫 唯品会
物流
客服
售后
1天2次发货
IP衍生品专属风格客
服团队
30天超长退换货
(部分产品7天)
快递盒
拉链开口精心设计
品质感强
K+9+裱250g牛皮纸
1-3天 1-3天 1-3天
通用客服 通用客服 服饰类通用
客服
7天退换
3天退款
7天退换
3天退款
7天退货
3天退款
质量较好,厚度适
中有品牌标识
质量较好,厚度适中
有品牌标识
包装盒硬度不够
运输过程中容易变形
 拥有仓储、配送、客服、售后等全套成熟的电商运营支持能力,业内最高服务标准
鹅漫U品基础运营支持能力
鹅漫U品仓储及物流
 生产设计能力外部服务化
 全流程一站式IP衍生品解决方案
模块化服务能力
部分类目生产能
力外部服务化
第三方质检能力
外部服务化
部分产品设计能力
外部服务化
更多品类多生产
能力外部服务化
T恤,手机壳,文
具,水杯,挂件,
小彩妆
美容工具
轻功能电子产
品
时尚类(服饰、包
包)护肤
品牌联合性质开发
功能类开发
多品类设计生产
能力
 多类目可选:
手机壳,文具,水杯,钥匙扣,T恤,化妆品,电子产品,时尚类…持续开发中
IP匹配类目规
划
设计 打样 小批量 生产 包装 仓配 营销 客服
鹅漫U品IP衍生品开发能力
鹅漫U品提供组件化能力快速搭建商城
 商品展示:根据业务需求,个性化定制商城的展示模块(首页、分类页、活动承载页)
 购买流程:标准化完整的购买体验(添加购物车->下单->确认订单->付款)
 商城运营:不断丰富的商城运营能力(发券、满减、秒杀、预售、众筹等)
 售后服务:与鹅漫U品现有售后服务能力无缝衔接(在线客服、电话客服、售后保障)
16年12月
17年3月
17年4月
17年5月
17年12月
18年12月
✓ 鹅漫U品
beta版本上
线。
✓ 鹅漫U品1.0
正式版上线
✓ 优化仓储、
物流、客服
等后端服务
能力。
✓ QQ会员
✓ QQ动漫
✓ QQ个性
✓ 增加场景化
入口。
✓ 鹅漫U品引
入IP数量
180
✓ SKU近
4000个
✓ 日均订单量
突破5000
单。
✓ 鹅漫U品计
划引入IP数
量400个
✓ SKU达到
3W个;
✓ 日均订单量
5W单
✓ 年流水10亿
。✓ 初音未来入
驻鹅漫U品
✓ 初音10周年
初音日纪念
勋章首发
✓ 30分钟500
枚勋章抢光
至2018年底,IP数量达到400个,覆盖80%以上的热门IP
,日均订单量5W单,年销售额10亿
鹅漫U品发展及前景预估
手QVIP中心-生活福利推广位曝光量1500万/日
资源位刊例 :100万/日
手Q->消息->头像->我的会员
手QVIP中心-底部推广位曝光量1500万/日
资源位刊例 :15万/日
手Q->消息->头像->我的会员 页面底部
推广资源形式及价值
手QVIP中心-主页背景曝光量1500万/日
资源位刊例 :180万/日
手Q->消息->头像->我的会员
(资源对外开放需特批,如需要提前沟通)
推广资源形式及价值
QQ会员手Q公众号3亿用户关注
资源刊例 :125元/千次用户推广
手Q红点覆盖全量手Q用户
资源刊例:150元/千次用户推广
推广资源形式及价值
个人中心-底部广告曝光量500万/日
资源位刊例:12万/日
http://vip.qq.com/my/index.html
QQ会员官网首焦曝光量500万/日
资源位刊例:20万/日
http://vip.qq.com
推广资源形式及价值
上线tips曝光量覆盖全量PC客户端会员用户
资源刊例 :120元/千次曝光
QQ会员上线右下角弹出
手Q资料卡页面banner曝光量1000万/日
资源位刊例 :60万/天
推广资源形式及价值
 成功点亮手Q虚拟勋章数达66w
 点亮率为30.4%。
 30分钟内秒光500套纪念章
 2小时内售罄初音黑款双肩包和马克杯
用户声音 外部反响
抢购氛围浓厚,对能够
在线上购买到正版周边
反响热烈。
结合公关和初音未来进行
传播,在用户和行业端起
到了较好的宣传。
初音未来10周年39初音日限定勋章鹅漫U品首发
 完成4项任务可解锁购买纪念勋章,并免费获得初音虚拟QQ勋章
 联动QQ会员、QQ个性装扮、QQ勋章墙、QQ部落、QQ动漫、厘米秀
 限定商品包含500枚初音纪念勋章、500件限定T恤和500个初音限定背包
活动形式及玩法
活动效果
变五销售:日均1015单,订单转化率2.14%
效果:两周密集活动,《变五》周边衍生品总销量破万
战狼2销售:日均1637单,订单转化率2.26%
7月27日《战狼2》正式上映,鹅漫U品整合QQ渠道资源,
于7月27日上线《战狼2》专题营销活动,持续两周,活动期内销售top1
背景:
效果:两周密集营销推广,《战狼2》周边衍生品销售额超过100万
其中爆款钥匙扣,在鹅漫的销量,占其全渠道的34%
全职高手销售:近30天日均461单,订单转化率1.59%
动漫类ip销量top1,长线经典ip,销售较为稳定背景:
效果:上线三个月,总曝光11.5亿,《全职高手》周边衍生品销量20000+
海报款笔记本 销量5000+ 黄少天款笔记本 销量1700+ 全职高手洁柔纸巾 销量4000+
产品 sku数量 销量占比 价格
笔记本 5 38% 15~25
纸巾 1 19% 5~15
贴纸 6 17% 5~15
挂件 15 6% 15-25
明信片 2 6% 15-25
抱枕 4 3% 40~60
摆件 9 3% 40~70
拼图 2 2% 60~80
手机支架 3 2% 40~60
徽章 2 1% 10~30
其他 13 3% 30~120
平台目前销售数据分析
战狼 19%
全职高手 18%
变形金刚 13%三生三世十里桃花 10%
哑舍 5%
我们的少年时代 4%
秦时明月 2%
神偷奶爸 2%
QQfamily 2%
怪企鹅 2%
其他 23%
销量top10-ip
战狼2 全职高手 变形金刚 电影三生三世十里桃花 哑舍 我们的少年时代 秦时明月 神偷奶爸 QQfamily 怪奇鹅 其他
渠道名称 渠道位置 资源量/曝光量 单价
单ip活动配置资源量
总曝光量 资源总价值
销量目标:3000
QQ公众号
QQ会员官方账号 125/CPM 1000W 1000W 125万
QQ购物官方账号 125/CPM 600W 600W 75万
微信公众号 QQ会员公众号 1000W/条 150/CPM 1条跟推 1000W 150万
红点 红点 150/CPM 1000W 1000W 150万
兴趣部落 QQ会员兴趣部落置顶帖 100W/天 10万/天 3天 300W 30万
banner位
VIP中心小圆球 1500W/天 150万/天 3天 4500W 450万
鹅漫模块主推banner 1500W/天 100万/天 3天 4500W 300万
鹅漫模块次推banner 1500W/天 60万/天 3天 4500W 180万
会员好礼首页 500W/天 15万/天 7天 3500W 105万
个人资料页(红毛游乐场) 600W/天 60万/天 3天 1800W 180万
pc官网首页banner 500W/天 50万/天 7天 3500W 350万
内广资源
营销tips 120/CPM 1000W 1000W 120万
微信公众号广告 150/CPM 待定
MIG广告 待定
其他资源 手Q-热门活动 待定
单ip全频道资源总量 2.72亿 2215万
单IP活动推广资源量配置

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