Bear and bear met, sold out in 13 minutes → Doosan's all-time collaboration and ★'s festival also hit
Jul 08, 2024
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Doosan recently collaborated with the popular character 'Collapsed Bear'. 'Collapsed Bear' is a character that features a crooked outline and a cute expression, and has consistently ranked at the top of the popularity list since its release as an emoticon in 2021.
The collaboration of Doosan Bears X Crumbled Bear began with the owner's family's interest in the baseball team. Chief Park Sang-soo (New Business Strategy Team of Doosan Management Innovation Division), the eldest son of Doosan Group Chairman Park Jung-won, came up with the idea that it would be good to collaborate with the baseball team after seeing the broken bear character. The working-level team started contacting earlier this year, and 'Manggom Bears' was born. On the 8th and 9th of June, there was also an event called 'Manggom Bears Day' against the KIA Tigers in Jamsil.
As the two companies focused on understanding each other's brands, the colors of the Doosan baseball team melted completely. Products aimed at fans such as 'Eating key ring' were born.
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The second online sales also received a huge response. Two companies started selling and recorded the highest number of concurrent users. In some cases, the site was paralyzed.
The online purchase 'Awesome' led to the enthusiasm of on-site sales. While on-site sales have been held since the 8th, fans have been waiting since 9 p.m. the previous night. I arrived before 7 a.m., but the waiting number exceeded 100. Thousands of on-site buyers continued 'Soldout March'.
Doosan has set a marketing history in just one month. A total of 20,500 Authentic and Replica uniforms were sold. Last year, the most sold uniforms in a season were general home uniforms, with 16,600 units sold. It is the highest sales in a season in a month.
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The Doosan team also enjoyed the All-Star Game with 'Manggom'. In particular, Kim Taek-yeon, who was nicknamed 'Mang-ryu (broken bear + finish)' due to her resemblance to the character, wore a headband and a collaboration bag. The hat was also attached with a 'Manggom' patch.
For Doosan, one well-made collaboration product will become the best marketing contributor in 2024.
bellstop@sportschosun.com
