BEIJING, Dec. 11, 2020 /PRNewswire/ -- iQIYI Inc. (NASDAQ:
IQ) ("iQIYI" or the "Company"), an innovative market-leading online
entertainment service in China,
has launched the new season of its original trendy reality
show FOURTRY.
The Show will follow the daily operations of a trends collection
store in Chengdu named "FOURTRY SPACE" that's run by
celebrities including William Chan,
the host, and his partners -- Nana
Ouyang, Adam Fan, THE9's
Xin Liu, and influencer
Grace Chow.
On November 18, iQIYI held a
launch event titled "FOURTRY FAMILY PARTY" in Chengdu for FOURTRY, which has retained
Vivo as its exclusive sponsor for. Guests at the event included
Wang Xiaohui, iQIYI's Chief
Content Officer (CCO) and President of Professional Content
Business Group (PCG), Executive Producer of FOURTRY; Che Che, Vice President of iQIYI and Chief
Producer of FOURTRY; Zhai Minghui,
Chief Director of FOURTRY; as well as celebrities, who at the event
shared some fashion stories connected with the show.
Since iQIYI set off on a new path for the trendy pop culture
market last year with the first season of the reality show, the
brand FOURTRY has become a pop culture icon and a favorite among
young, trendy people. During the show's run, all FOURTRY
merchandise available at the FOURTRY pop-up stores such as T-shirts
with FOURTRY logo sold out within an hour of its release and the
FOURTRY Christmas and New Year limited edition items sparked a
craze on the internet.
This year, FOURTRY will further enhance FOURTRY's
brand value and create more opportunities for pop-culture
consumption through the collaboration between the Company's
multiple platforms. From select themed products in the
lifestyle experience store FOURTRY SPACE to online sales channels,
offline pop-up stores and other initiatives, iQIYI's marketing
efforts will enrich FOURTRY's brand connotation and strengthen its
emotional connection with consumers. Besides, iQIYI has
collaborated with Daniel Arsham,
contemporary American visual artist whose work exists in between
art, architecture and performance, to create artistic works
for the new season of FOURTRY, including mahjong edition
Bronze Fa, mahjong playing set Eroded Mahjong,
hanging rug, and other items.
Commenting on the new season, Wang
Xiaohui said: "iQIYI has always been committed to
pop-culture-based content production, with variety shows playing
the role of pioneers and explorers of youth
culture. FOURTRY will realize the continued
expansion from a content brand to a lifestyle consumption brand,
from a single brand to a multi-matrix, multi-channel brand."
In terms of the Show's marketing
plan, FOURTRY will further build a complete
closed-loop marketing cycle covering "content to consumption",
according to Che Che, Vice President
of iQIYI and Chief Producer of FOURTRY.
"We have combined the operations of a trendy brand with the
reality show FOURTRY, completing a closed-loop
marketing model that connects the show to the FOURTRY brand and the
physical FOURTRY SPACE," Che added. "This build upon the
development model we have been exploring for our variety shows in
which we use the shows to achieve brand influence."
iQIYI has already commenced a number of marketing initiatives to
support the new season. On October
22, the Company launched the show's official
WeApp (lightweight app or applet), also named FOURTRY, which
is run by the brand manager and partners who are personally
involved in the product selection, photography and other aspects of
its operations. Through WeApp, customers can pre-order or purchase
FOURTRY products and trendy items worn by the brand manager in the
show or other merchandise. In addition to the FOURTRY SPACE in
Chengdu, FOURTRY will
also launch a pop-up store. Via these stores, the FOURTRY
brand will extend its content consumption experience to a greater
number of scenarios in the lives of young consumers.
View original content to download
multimedia:http://www.prnewswire.com/news-releases/iqiyi-further-taps-youth-pop-culture-market-with-release-of-new-season-of-fourtry-301191146.html
SOURCE iQIYI, Inc.