Netizen Ji Xiaobai asked: Why create a personal IP?

Answer: Creating personal IP is the general trend. This is an era of the rise of "personal IP".

?Yesterday, a fan in the community asked Mingyang about personal IP related issues.

In this issue’s article, Mingyang talks to you about how to create an influential personal IP on Douyin.

Let’s first understand what IP is.

IP is the abbreviation of Intellectual Property, which means intellectual property and intellectual property in Chinese.

It refers to the patent rights, trademarks, copyrights, copyrights, etc. generated by the author's intellectual creation. It can refer to a song, an online novel, a certain character, or even a name, a symbol, a value, or some self-generated traffic.

Content.

There are many types of IP, which exist in various fields. Most people are familiar with the movies: "Harry Potter" series, "Iron Man" series, "Batman" series, etc. These are all work IPs.

The so-called personal IP refers to a person who has strong influence and traffic attributes in his or her professional field. Celebrities, Internet celebrities, entrepreneurs, and KOLs (key opinion leaders) in various fields all belong to personal IP. Personal IP is based on the character

as the subject.

For example: when it comes to the e-commerce industry, the first thing that comes to mind is Jack Ma. Jack Ma has won the favor of the masses with his unique personality charm and eloquence. Taobao has developed rapidly under his leadership; when it comes to the air-conditioning industry, the first thing that comes to mind is Jack Ma.

It is Dong Mingzhu who, through her tough and practical character, has made everyone have a good impression of the Gree brand and choose to buy Gree air conditioners.

1. The yearning for freedom. The era of Internet sharing economy is the best era for the rise of personal IP. The Internet gives everyone equal opportunities. Everyone can create their own personal IP, Papi Jiang, Aikli

After the rise of grassroots Internet celebrities, the birth of personal IP is like a surging river. When you successfully create a personal IP, you no longer need to find a nine-to-five job. You can become a multi-tasker.

Freelancers” can also start a business and become their own boss.

All this is due to the rise of "identity" and people's yearning for freedom.

2. The current era is the rise of personal IP. Today, individual abilities, values ??and needs are becoming more and more important. It is an era of the rise of "personal IP". We have too many words to describe this phenomenon: community, fan economy

, alliance... At the same time, society is developing rapidly, and the Internet has moved from rough development to refined operation, which requires the rise of more personal IPs to lead the Internet to better development.

1. The Douyin platform has a huge traffic pool and can bring low-cost traffic.

Personal IP can gain fans through high-quality content. These fans are your private domain traffic and can be continuously converted.

2. Anyone who has ever been in sales knows that it is very difficult to get a stranger to trust you and pay for your product. However, the probability of closing a deal through an introduction from an acquaintance will be greater. The reason is the problem of trust.

How to quickly gain trust with strangers is the core and foundation of the transaction. The Douyin platform is equivalent to an accelerator and magnifying glass. Creators can show their own advantages on the platform and quickly gain the favor and trust of fans.

For example: Mala Dezi on the Douyin platform has gained the trust of the audience with his honest character and polite behavior, and has gained a large number of loyal fans. Fans of the products he recommends have expressed their support.

Personal IP is to create your own personality, give fans a clear impression and label, so that fans can have deep trust in you in a certain vertical field and bring about sales.

3. Mingyang mentioned in a previous article that 2020 is the year of the rise of Douyin live broadcast, and live broadcast e-commerce is an important sector.

This is an opportunity for short video creators.

However, if live broadcast e-commerce does not have trust, it will be very difficult to close a transaction.

An influential personal IP can bring trust to live broadcast e-commerce and facilitate transactions.

1. Correct positioning There is a story abroad: a beggar stood at the subway exit selling pencils. A businessman put a few coins into the beggar's cup, but left without taking the pencils.

After a while, the businessman returned and took a pencil and said to the beggar: "I'm sorry, I forgot to take the pencil, because you and I are both businessmen." A few years later, when the businessman attended a high-end cocktail party, a well-dressed man

Thank him and tell the businessman that he is the beggar who sold pencils. His life changed thanks to the businessman's words: "You and I are both businessmen." Before that, he only regarded himself as a beggar.

.

This story is precisely because the beggar did not position himself accurately enough and did not understand what he could do. He believed that he was a beggar who made a living by selling pencils. If the businessman had not awakened him, he might have remained a beggar all his life. It can be seen that

How important is a correct positioning.