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原創IP:熊貓東東

  • 欄目:商業IP 時間:2020-11-02 12:04 分享新聞到:
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IP這個詞,自去年開始頻繁出現,從娛樂圈、文化圈、動漫圈一路蔓延到商業圈。什么是IP?一位明星、一部小說、一個事件,甚至一個卡通形象、一個游戲、一個表情包,都可以發展成為IP。
 
The word IP, since last year began to appear frequently, from entertainment circles, cultural circles, animation circles all the way to the business circle. What is IP? A star, a novel, an event, even a cartoon image, a game, an expression package, can be developed into IP.
 
一個好的IP,是自帶流量的,這正好與商場的客流量需求相符。
 
A good IP has its own traffic volume, which coincides with the demand of the shopping mall.
 
那么在商業領域,超級IP如何發揮作用呢?
 
So how can super IP play a role in business?
 
一、獨特的內容能力
 
I. unique content capability
 
二、自帶話題的勢能價值
 
Two, the potential value of the topic.
 
善于制造話題,“適度跨界”或是小技巧之一
 
Good at creating topics, "moderate crossover" or one of the tricks.
 
除了有生產內容的能力,制造話題,也是超級IP的超能力之一。
 
In addition to the ability to produce content, making topics is also one of the super abilities of super IP.
 
 
 
 
三、持續的人格化演繹
 
Three, continuous personality deduction.
 
購物中心人格化,拉近與顧客之間的情感紐帶
 
Shopping center personalization, and closer emotional ties with customers.
 
當IP、互聯網、跨界、場景、文化等諸多詞匯無法概括當下的商業地產時,當創新成為常頻詞,唯有想象力成為混局之下最清晰的代名詞。
 
When IP, the Internet, cross-border, scene, culture and many other words can not summarize the current commercial real estate, when innovation becomes a common word, only imagination becomes the clearest pronoun under the confusion.
 
購物中心如何從“走量不走心”的困境里突圍,IP化或許是一個好方向。這不單是一場互聯網領域的革命,也將是未來商業游戲的新規則。
 
How to break away from the dilemma of shopping centers? IP may be a good direction. This is not only a revolution in the Internet field, but also a new rule for business games in the future.
 
 
 
隨著近兩年IP概念越來越火爆,泛娛樂化產業的發展也越來越受到資本和媒介的關注。泛娛樂是基于互聯網與移動互聯網的多領域共生,以IP(知識產權)為核心,進行跨領域、跨平臺衍生的粉絲經濟。目前在以BAT為首的互聯網巨頭的引領下,國內泛娛樂產業生態鏈已經初步構建。
 
As the concept of IP has become more and more popular in the past two years, the development of pan-entertainment industry has attracted more and more attention from capital and media. Pan-entertainment is based on the Internet and mobile Internet symbiosis in many areas, IP (intellectual property) as the core, cross-domain, cross-platform derivatives of the fan economy. At present, under the guidance of the Internet giant headed by BAT, the domestic pan-entertainment industry ecological chain has been initially constructed.

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