Since January, the ice pier of the Winter Olympic mascot is undoubtedly the most beautiful and hottest "boy".
Online, netizens from all walks of life discussed the ice piers and squatted down to buy related Olympic souvenirs.
The data shows that the topic #Ice Dundle has been played more than 4.2 billion times on Douyin and nearly 3 billion reads on Weibo. Of course, this does not include all kinds of related and extended topics that are often tens of millions, hundreds of millions of plays, and readings.
Offline, the store lined up hundreds of meters of rush to buy, and the scalpers also heard the wind and began to increase the price to transfer all kinds of ice pier peripheral products.
But now, the ice pier that is "difficult to find" because of its cute attitude has suddenly been labeled as "lower head".
The ice pier suffered a "down-head" crisis
On the evening of February 8, a regular news link interview was underway at the Winter Olympic Games, but no one expected that it would become the scene of a large collapse of the ice pier.
At that time, a male reporter connected the athletes in the form of wearing an ice pier doll suit to interview and ask questions to the athletes, and suddenly a middle-aged male voice emanated from the ice pier's cute body, and the reporter then took off the coat of the ice pier and greeted the camera with his true face.
How could it be the voice of a middle-aged uncle?" Ice Pier lowered his head a second after speaking "... This move made many netizens call "dream shattering". It is not difficult to see from the questions raised by a large number of netizens that a series of actions of reporters have interfered with or even destroyed many people's cute fantasies about the ice piers.
In fact, such an accident also happened to Disney's "new female star" Ling Na Belle.
Because of the "differential treatment of male and female tourists", "refusal of tourist requests", "stepping on the heart to drive people away, passive business"... Ling Na Belle is caught up in the "lower head" controversy, and even the three different actors "nine-point pants", "seven-point pants" and "pile pants" have also divided into their own fan groups, and there is no lack of "pulling" behavior between each other.
From Ling na Belle's debut was popular, to "the next head" was scolded on the hot search, but in just two months.
In fact, these behavioral events that make some audiences feel uncomfortable are also transgressions of the corresponding guidelines. The IOC has always made it clear that mascots cannot have gender differences, and it is easy to distinguish genders if they make sounds.
Therefore, in the upcoming animated movie "Our Winter Olympics", the mascot "Ice Pier" and "Snow Rongrong" appeared several times, but did not speak, but made a babbling sound.
This is because when the Beijing Winter Olympics Organizing Committee signed an agreement with the producer, it wrote the clause that "when using the image of 'ice pier' and 'snow melting', you cannot speak and should be gender neutral".
Similarly, when making promotional videos for the Winter Olympics and filming films related to the Winter Olympics, if there are images of "ice piers" and "snow melting", it is generally impossible to speak.
Similarly, the root cause of The Lingna Belle's "downside" incident is that the corresponding staff violated the Disney dolls' rule of treating every visitor equally.
Top-stream IP requires refined operation
It is worth noting that the "lower head" script of Ice Pier and Reina Belle has hardly appeared in Kumamoto Kumamoto, which has been on fire for 10 years.
In 2011, after the opening of the Full Shinkansen in Japan, Kumamoto Prefecture decided to strengthen urban promotion, and the cute mascot Kumamoto Kuma was born.
In order to establish a close relationship with Kumamoto Prefecture, Kumamoto Kuma was personified and appointed as Kumamoto's sales department and happiness minister, leading a team of 10 people to attend various publicity activities in Kumamoto Prefecture throughout Japan.
As a "minister", Kumamoto Kuma has a dedicated office that works five days a week. He regularly announces his work itinerary on social platforms, and it is his daily routine to participate in fashion week catwalks and participate in various performances. He is cute and cute, often making the iconic movement of covering his mouth and lifting his feet, and occasionally lifting the skirt of a girl, making people think that he is still a "cute bear".
According to data released by Kumamoto Prefecture in Japan, the annual sales of Kumamoto-related products in 2020 are about 10.164 billion yuan, and the cumulative sales are about 59.208 billion yuan.
This "public figure" with a "real character" as the starting point has also attracted frequent attention with events such as the wedding incident and the candidacy for the 2020 Tokyo Olympic Torch.
More than 10 years of heat has not decreased, to achieve tens of billions of income generation, in the world "out of the circle" of Kumamoto Kuma IP, behind is the fine operation of the various steps of the nearly perfect coordination.
He is highly anthropomorphic, skillfully interacting with the public through events, he never speaks, does not reveal the real body of the actor, has a systematic basic action and standard size, has his own personality and discourse expression system, and so on.
"There can only be one official Kumamoto bear in the world at a time." He is like a unique and interesting friend who lives around him, he comes from the second dimension and stays in the second dimension forever.
There are many similar cases, such as the minion series IP that has swept the world, which is also inseparable from the refined operation of each step.
Since the birth of the animated film "Despicable Me" in 2010, a group of yellow capsule-like creatures wearing blue cargo pants and "alien language" in their mouths have captured the hearts of fans around the world.
After the birth of the IP form, the animation and movie box office interpreted by it exceeded 100 million per minute. "Despicable Me 1", "Despicable Me 2" and other content output, spanning film and television, catering, fashion, toys and other industries content marketing.
Minions focus on continuous user interaction and enhance user stickiness. He is active on social media platforms such as Weibo, WeChat, and Zhihu, building intimate relationships with users and continuing to expand the vitality of IP.
Putting aside the accident of Lina Bell's "lower head" incident, Disney is still the leader in the field of IP fine operation.
"The whole world is urging you to grow up, and only Disney guards your inner fairy tale." Over the past few years, Disney has clearly stipulated that animated character actors cannot easily take off their hoods, nor can they show actions that do not match people's designs, and they cannot expose themselves as actors.
Such a setting undoubtedly creates a realistic version of the fairy tale world for tourists. In terms of IP development, Disney takes the IP story movie as the core, and each cartoon film is added to the theme park with a new character, and then "label products" are licensed, published, and retailed through IP.
It is precisely this interlocking and very refined IP operation that can make the 99-year-old "elderly" Disney still hand over the excellent report card of "doubling the quarterly revenue related to the park experience".
Looking back at the "peeling" incident of the ice pier, it should also have a warning effect on the refined operation of Guochuang IP. Like Kumamoto Kuma and Minions, the ice pier is not only the role of the Olympic mascot, but also the emotional sustenance of the public, and is a "fairy tale" character full of unknowns and imaginations.
As some netizens said, they don't want to see the scene of the ice pier doll playing personnel off work, nor do they want to hear the ice pier talk.
Through all-round and refined operation, let the IP stay in the second dimension, so that people will always remain curious and imaginative, so that the IP will maintain market heat and vitality in a longer period of time.
Produced by ZAKER News
Wen / Zeng Xiantian Intern Lou Xinya