/PRZWT/"Who understands!" Standing at the Cherry Blossom flash show, I felt like I was about to meet Senior Huan in the next second!" Recently, Deli has joined hands with the highly popular girl series "Sakuran High School" to create a "Heartbeat Battle" themed pop-up event, which has simultaneously caused a stir in Shanghai, Chengdu, and Beijing. The scenes at various joy cities were packed with fans, and the high-fidelity scenes, limited edition merchandise, and interactive benefits instantly brought countless Gen Z back to their youthful campus life - this wave of nostalgia has touched the DNA!
Deli is so good at playing around and capturing the hearts of Generation Z!
When choosing stationery for Generation Z, they no longer just focus on practicality - emotional value, individual expression, and the ability to be shared on Moments as a "standout bag" are what young people prefer! Moreover, flash MOBS have become a "standard feature" for brands to communicate with young people, and 2D ips have become so popular that they have gone viral. The combination of "second dimension" and "flash mob" is simply a perfect "winning game".
The "Sakuran High School" selected this time can be regarded as a "top-tier predecessor" in shoujo manga. Since its serialization in 2002, the comic of this work has easily sold over ten million copies, and the animation has captured the youthful memories of countless people. It takes campus stories as its medium, depicting the transformation of young girls around "youth growth", exploring self-worth through character interactions, and also conceals delicate and warm friendships as well as innocent love. Every emotion and thought touches the heart, making it an irreplaceable "white moonlight of youth" in the hearts of Generation Z. Deli accurately captured this emotional resonance. As soon as the collaboration was officially announced, fans exclaimed, "Deli, you understand me so well!" Even more surprisingly, the co-branded product categories launched this time, apart from stationery and cultural and creative products, also include many practical items such as hand towels, bath towels, and phone stands. Each one embodies Deli's original intention of "integrating happiness into daily life".
Since 2024, Deli Group has been fully accelerating its brand rejuvenation and globalization strategy. By collaborating with ips, it has been making efforts in the cultural and creative sector, constantly introducing new approaches, and adding a "youthful, trendy and diverse" image to the brand. In May this year, a "Guardian Sweetheart" themed pop-up event was launched, igniting the hearts of girls with highly realistic scenes and cute peripheral products. The "Deli Super Stationery Festival", which held 28 events simultaneously in 26 cities on August 26th and gathered over 1,000 quality products from 12 major ips, has created a phenomenon-level carnival during the back-to-school season. Nowadays, with over 10 popular ips such as the movie "Nezha: The Devil Boy in the Sea", Crayon Shin-chan, and the Professional Player in hand, whether you are a die-hard fan or a cute fan, you can find your own "favorite". "Deli Stationery" is no longer merely "practical", but has become a trendy symbol that carries passion.
The flash mob in three cities is so exciting! The scenes, peripherals and interactions are all at full capacity
Step into the flash mob and you'll be transported back to Sakuran High School in no time! The third music classroom has been highly restored, as if the characters would walk in at any moment. The dessert counter at the Heart-Stirring Tea Party has an outstanding appearance, and every photo taken casually is a stunning atmosphere. All the characters, such as Haruha and Suwang Huan, "broke through dimensions" to come, and the fans couldn't help but take crazy photos with them. Even more amazing is that the escalators and columns in the shopping mall are decorated with roses, and the romantic value is directly maximized!
The peripheral co-branded products have made fans' hearts flutter: covering over 50 SKUs including stationery, millet, plush, and daily necessities, each one is both aesthetically pleasing and practical. Pop-up limited edition products such as fridge magnets, group portrait standing signs, and acrylic decorative paintings are sold out in an instant as soon as they are put on the shelves. Consumption can also unlock limited gifts: theme paper bags, commemorative cards, sealing stickers, stamped cards... Fans were overjoyed: "It was a great deal. I want to collect all the gifts!" "
The most exciting part - the "Deli Heartbeat Boy Band" is doing business on the spot! In Shanghai, Zhou Nansong and the versatile Li Chunhua, in Beijing, Teacher Xiao Gao and Mo Chen, and in Chengdu, Hanyu and Lu Tubai, highly popular influencers made surprise appearances, transforming into real-life members of the public relations department and accompanying fans to take Polaroid photos as souvenirs. With both good looks and elegant demeanor, the photo area was filled with continuous screams. Netizens exclaimed, "This round of interaction has truly fulfilled our dreams!" "
The "Powerful Ambition" Behind the flash mob: From Stationery bigwigs to the favorite of Generation Z
This flash mob of Sakuran was extremely popular. Before the opening, # Deli Heartbeat Battle # and # Yinglan High School # had already trended on Weibo and Xiaohongshu. Fans are frantically sharing trailers, guides, and merchandise, and UGC content is flooding the screens. In just a few days, the topic volume has exceeded 10 million! On the opening day of the first stop in Shanghai, a long queue formed outside the mall at 9:30 a.m. Fans specially took time off and brought suitcases to "buy goods". The popular peripheral products were sold out within a few hours, and the first-day performance directly reached a new high. The number of people during the National Day holiday doubled. Many fans from other places came by high-speed rail just to take photos on the spot.
Behind this explosive scene lies a capable "ambition". At the brand level: Through flash MOBS, we can further approach the C-end market, strengthen the brand label of "youth, creativity and quality", and win the favor of young people. At the strategic level: As an important part of Deli's IP matrix layout, it showcases its full-chain strength in IP selection, product development, and offline experience, and also boosts the confidence of B-end partners. At the product level: A multi-category matrix of over 50 SKUs demonstrates Deli's full-category manufacturing strength and IP development capabilities, marking a comprehensive evolution from traditional stationery to trendy cultural and creative products.
Meanwhile, Deli has broken the boundaries of traditional retail Spaces by cooperating with first-tier business districts, making pop-up stores not only about "selling goods", but also a super marketing front for "creating topics and attracting traffic". In addition, Deli is also expanding its multi-channel layout. The Cherry Orchid university collaboration products will simultaneously enter key account channels such as Sanfu, Cool Fun Toys, X11, and TGP. Through the integration of online and offline channels, it will cover all scenarios from campus stores to cultural and creative stores, from shopping centers to core business districts, further enhancing the brand's influence.
"Heartbeat Battle" is not merely a flash mob event, but also a mutual pursuit between Deli and Generation Z. In the future, Deli will continue to focus on the IP cultural and creative industry, explore more high-quality ips favored by young people, create more fun, visually appealing and user-friendly products and experiences, and let the youthful power of Chinese stationery go global. The next stop, looking forward to more "heart-stirring moments" being unlocked!
