Sunfeel Jewelry Wins "2019 In-Depth Marketing Gold Award," Ushering in a New Era of IP Marketing
On October 27, the 26th China International Advertising Festival, organized by the China Advertising Association, successfully concluded in Nanchang, Jiangxi Province. Sunfeel Jewelry was honored with the "2019 In-Depth Marketing Gold Award" for its collaborative IP marketing campaigns with Astro Boy and The Wonderful Circus. This accolade follows previous awards received by Sunfeel Jewelry in 2016, 2017, and 2018, including the "Annual Classic Case Award," "Annual Marketing Communication Case Award," and "Annual Gold Case Award."
The China International Advertising Festival is recognized as the most authoritative, professional, large-scale, and influential national-level exhibition in China's advertising industry. This year's event featured participation from over 1,000 companies. After rigorous evaluation rounds, Sunfeel Jewelry emerged as the winner of the "2019 In-Depth Marketing Gold Award" for its IP-based product matrix and differentiated marketing strategy, earning unanimous recognition from industry experts and the judging panel.
IP-driven jewelry marketing represents an approach that deeply integrates the cultural ecosystem behind intellectual property, combining IP's cultural value with product value to naturally cultivate substantial commercial impact—particularly relevant in the context of the internet economy.
In 2018, Sunfeel Jewelry partnered with the acclaimed Japanese manga Astro Boy and the Disney film The Wonderful Circus, bridging traditional gold culture with contemporary IP to create popular themed collections that resonated strongly with young consumers. This strategy successfully enhanced both the brand's image and its retail sales performance.
Creating Eponymous IP Product Series with Exclusive IP Authorization
In June 2018, Sunfeel Jewelry secured exclusive IP licensing rights for the animated film The Wonderful Circus, utilizing 3D hard gold combined with techniques such as enamel painting, lacquering, and sandblasting to transform the movie's animal characters into an exquisite and fashionable gold collection. Upon release, the series quickly gained popularity among young consumers, establishing itself as a critically acclaimed IP product line inspired by film and animation.
In August 2018, Sunfeel Jewelry obtained exclusive IP authorization from Tezuka Productions, designing and developing a gold series featuring the classic anime character Astro Boy. The collection attracted a massive "anime fanbase," seamlessly integrating the brand into youth-centric circles.
As General Manager Wang Zhuo of Sunfeel Jewelry explained, "Youth is the market. To rejuvenate our brand, our products must resonate with young consumers. Astro Boy’s semi-mechanical persona and the symbolic spirit he embodies have become timeless. Our task is to reinterpret this 'classic' through a contemporary, trend-savvy lens."
Integrated Online-Offline Marketing Drives Hundreds of Millions of Brand Impressions
Leveraging its IP-focused products, Sunfeel Jewelry executed a coordinated marketing campaign across key social platforms including Weibo, WeChat, and short-form video channels. From WeChat KOL partnerships to brand-owned media, from social feeds to offline print campaigns, and from Rednote influencer collaborations to Weibo interactive contests, the brand achieved comprehensive online saturation—generating hundreds of millions of impressions around the two iconic IP collections.
In terms of sales execution, Sunface Jewelry synchronized online and offline channels to maximize impact. More than 2,000 stores nationwide implemented targeted promotional and thematic marketing activities, building a closed-loop sales system that successfully captured the favor of young consumers and achieved tens of millions of RMB in product sales in 2018.
A New Era of IP Marketing at Sunfeel: Differentiated Strategies for Lasting Impact
Every distinguished brand should vividly reflect the identity of its target audience. Sunfeel has consistently emphasized brand differentiation and product innovation, continuously refreshing its design styles in tune with evolving trends.
In 2018, Sunfeel launched multiple IP-based collections—from the classic Japanese manga Astro Boy to the Hollywood animated film The Wonderful Circus. Each collaboration infused the jewelry with rich cultural meaning: Astro Boy’s bravery and sense of justice, and the whimsical innocence of The Wonderful Circus, resonated deeply with the values and aspirations of contemporary consumers—setting a new benchmark for fashion in the jewelry industry.
Amid a revival of gold culture and renewed consumer enthusiasm for gold products, developing IP-inspired narratives and creating culturally rich gold pieces have become central to Sunfeel’s mission of preserving and advancing gold heritage. Moving forward, Sunfeel Jewelry will deeply integrate the cultural essence of IP into every stage—from ideation and design to craftsmanship, marketing, and promotion. By leveraging IP creatively and sustaining its relevance, Sunfeel aims to make gold not only more emotionally resonant but also more culturally compelling.