Author: Shen Haoqing, author of Media 36, this article is reproduced with the authorization of the original media: Media 36. Originally published on WeChat WeChat official account: Media 36(imedia36)
"All businesses are content, and all content is IP!"
From Disney, airbnb, YouTube,
Instagram to WeChat, Papi sauce, legend of miyue and
Lu Han, the wave of super IP has swept the world.
This new Internet species has not only brought about brand-new changes in the content field,
but also defined new rules of the game for future business.
IP has rapidly penetrated the new business ecological dimension from the form of pan-entertainment,
it is deepening into the same strategic method for different industries,
it is even a brand-new way of business survival,
that is, IP survival.
then, starting from IP, how can commercial elements such as products, brands, channels and users be connected with it to form a scenario-based solution? Under the catalysis of IP, how can traffic, users and products be naturally integrated to form an attractive selling logic? This paper will make some simple discussions on these topics.
formation of super IP
content characteristics (hobbies/interests)
-> Community building
-> Value transmission
-> (Audience) Identity/Role Identification
-> Generate flow and potential energy (continuous attention depends on trust)
-> Commercialization (cross-border)
Super IP needs personalized expression
Nowadays, whether it is industry giants, small and medium-sized entrepreneurs, or speculators chasing IP, they all follow the content. As everyone knows, movies, games, novels, animation, sports and even stars and online celebrity are just the forms of IP content presentation, and this is only the appearance, and IP personalization is the core, which includes three parts.
Wu Sheng pointed out three points for attention in the book Super IP: Methodology of New Internet Species:
1. For example, the IP of "You at the same table" is actually an expression of our nostalgia for youth, and songs and movies reproduce campus scenes.
2. After the content is personalized, it is necessary to express personalization. For example, the little girl likes to watch Snow White because she advocates kindness and beauty, while the role of Snow White is the personalized content of kindness and beauty, and the movie Snow White is the personalized expression of kindness.
3. The result of successful personalization is self-contained potential energy, that is, having traffic and fans. For example, Travels around the Flying House has become the favorite of millions of girls because the romantic love and happy marriage it tells attracts girls.
online celebrity's evolution in the era of super IP
online celebrity's economy and star economy are also super IP to some extent, and people's demands for online celebrity and stars have shifted from functionality to a value orientation and spiritual recognition.
An Olympic Games made Fu Yuanhui angry. It was broadcast live for the first time and watched by more than ten million people. Weibo's fans grew from few to nearly 5 million. If she is willing to commercialize, she can accept advertisements, endorse sports products and make movies. Its potential value is huge. According to the evaluation of institutions, the advertising value of Fu Yuanhui should be tens of millions.
this is super ip, with distinctive personality and huge potential energy = super ip. Compared with other contestants, Fu Yuanhui has a distinct personality, frankness, true temperament and true self, so he can have so many fans at once.
In this era of capital flooding and hot money flooding, attention is scarce, and people with fun, true self and true temperament are even scarcer. The development of social media makes everyone have the opportunity to become a online celebrity and a super ip.
Norma, the former investment department of HSBC, made a daily cooking brand after work, because she liked delicious food. Later, when the number of fans soared, she started her business full-time. Now, her app has 1, registered users, and the number of facebook fans exceeds 2,, with more than 4, visits to Weibo every month and more than 3 million visits.
Later, she advertised many food companies, and had her own special channel on youtube, with a total of more than 3 million views, and was a guest on several Hong Kong programs, and her books were once among the top ten in Eslite Bookstore.
For her, this is just her interest, but the Internet and mobile Internet made her famous quickly until she defined an industry. Because there were fans, users, products, a profit model and even a super "ip", their fans were willing to pay attention to her and pay for her.
in the traditional industry, products come first, then consumers come, then advertising, looking for agents, building channels, and then establishing the leading position in this industry. But now the rapid development of mobile internet has changed the original business model. Many people create content first, build brands, generate trust with users and consumers, and there are tens of thousands of users before they start selling products and advertisements.
IP e-commerce: the shortest traffic realization mode
The p>6-year-old Forbidden City and Taobao met, and the online store "Forbidden City Taobao" opened now has more than 1, hits a year. Limited edition Chaozhu earphones, fragrant sachets to ward off evil spirits, "Yongzheng Royal Approval" adhesive tape and "I am such a man" folding fans have become classics.
However, the Forbidden City Taobao, which is now in full swing, had no existence before 213.
What made the Forbidden City Taobao get rid of the bench? At the beginning, the Forbidden City was a peripheral product of the Forbidden City, and it was more serious to take the route of being tall. It was not until a group of creative designers were recruited in 213 that this idea was changed, and the style and characteristics of "Forbidden City Taobao" were gradually explored, and its derivative positioning also changed.
In the past, traditional culture was serious and lofty, and its derivative products were mainly positioned as fine products and collectibles, which was the presentation of historical value, which also led to the positioning of its customers as middle-aged and elderly people, intellectuals and minority people interested in history. Nowadays, the image of "serious and cute" is more popular, which can attract people from all walks of life, young and old. Huang Wenjie believes that "this positioning is also easier to attract the younger generation of fans after , which is more conducive to the mass communication and popularization of traditional history and culture."
The content published by Taobao Weibo in the Forbidden City is not only emotional and colorful, but also the language, tone of voice and expression used to cater to the popularity and habits among young people.
In the past, the derivatives of the Forbidden City took the route of high and cold universe, so their prices were relatively expensive. Just like LV and GUCCI in tourist souvenirs, the customers who could consume them were quite limited and the audience was narrow. Nowadays, the product price positioning of the Forbidden City Taobao is civilian and popular, just like ZARA and H&; M, adopts the concept of fast fashion, which is also in line with the current trend of fast consumption in all walks of life and is easy to impress young people, while national consumption is actually more conducive to the mass communication of traditional culture.
Conclusion
It can be said that Super IP subverts the old business and advocates an IP-based survival. Super IP, or die. Address of this article:/217/5/478/Follow us: WeChat WeChat official account yizhaotv Tips: The content of this article is the author's personal opinion, and it does not mean a gesture of approval or support. Copyright statement: This article is a reprinted article from WeChat official account: Media 36. The copyright belongs to the original author. Welcome to share this article. Please keep the source!