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China Merchants Bank Corporate IP Character Development
Building Xiaozhao Miao into a Brand IP with Strong Market Influence
Innovation Insights
Project Insight
Xiaozhao Miao is the first brand IP character introduced in China’s financial industry, representing an important innovation in financial brand development and communication.
The character is a small cat living in the same world as its users, with charming bean-shaped eyes and an adorable round face.
Xiaozhao Miao loves food, movies, and travel. It enjoys exploring the CMB Life app and sharing interesting experiences with friends.
The character can be simple and innocent, intelligent and sharp, energetic and cheerful, or occasionally relaxed and lazy.
Through these diverse personality traits, Xiaozhao Miao brings users a sense of companionship, warmth, and happiness.
Innovation Insight
The project aimed to integrate China Merchants Bank’s Xiaozhao Miao IP into the lifestyles of the new generation of young consumers.
By creating content and products that emotionally connect with younger audiences, the IP helps users experience the brand’s innovative spirit, open attitude, professional capabilities, and sense of social responsibility.
This emotional connection encourages users to recognize, trust, and develop a stronger relationship with the China Merchants Bank brand.
Design Strategy
Product Strategy
The product strategy focused on developing content concepts, marketing plans, and derivative products for Xiaozhao Miao.
The project aimed to make full use of different communication channels and marketing tools, allowing the IP to become naturally integrated into the daily lives of younger consumers.
Through cultural merchandise, digital content, social communication, lifestyle products, and interactive campaigns, Xiaozhao Miao could become a long-term brand asset rather than a single visual character.
User Strategy
The user strategy focused on creating content and products that reflect the interests, emotions, and lifestyles of younger audiences.
By establishing emotional resonance, the IP allows users to understand and experience the values represented by China Merchants Bank.
These values include innovation, openness, professionalism, and social responsibility.
Through continuous interaction and meaningful content, Xiaozhao Miao helps strengthen users’ recognition of and trust in the brand.
💡 Solution
1. The First Brand IP in the Financial Industry
As the first brand IP character in the financial industry, Xiaozhao Miao represents an important innovation in financial brand operation.
The IP creates a more approachable and emotional way for a financial institution to communicate with its users.
In the future, Xiaozhao Miao can play a key role in connecting users with the bank’s products, services, and business ecosystem.
It transforms the traditional relationship between a financial brand and its customers into a more engaging, friendly, and continuous interaction.
2. Connecting the Brand with Young Lifestyles
By integrating Xiaozhao Miao into the lifestyles of younger consumers, China Merchants Bank can create content and products that generate stronger emotional connections.
The character allows users to experience the bank’s innovative spirit, open attitude, professional strength, and commitment to social responsibility in a more direct and approachable way.
This strategy helps younger users better understand the brand, identify with its values, and build long-term trust in China Merchants Bank.
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