Author | Twenty-Four
At the beginning of 2022, the ice pier exploded out of the circle, the derivative "a pier is difficult to find", and the "Our Winter Olympics" starring the ice pier snow Rong Rong also ushered in the box office peak, and the industry once again saw the charm of IP. How can "light IP" like an ice pier quickly become popular? How does an already mature IP cross the cycle? From image to consumption to retail, what are the possibilities of light IP business models?
On March 4th, TMT and Jianfeng (K2VC) jointly held the "Can The Light IP of Fast-Fire Pass through the Cycle" in Chaoyang District, Beijing. The offline salon invited Wang Biao, founder & CEO of Chao play label Twelve, Wang Shuai, vice president of Zhongchuang Cultural Tourism Group, wang Yi, producer of the head IP main creative film "Our Winter Olympics", co-founder of Wanwei Cat Animation, Wang Wei, co-founder & CEO of head IP, and Cui Xuan, head of the new retail space, to discuss the commercial password of light IP.
This article records the essence of the views of the 5 guests, hoping to help you.
01 Wang Yi: What are the factors for the explosion of the ice pier?
"The ice piers are really influential, and the premiere of "Our Winter Olympics" was held, and the audience did not enter the venue, waiting outside to take a photo with the mascot." Wang Yi shared it behind closed doors.
"Our Winter Olympics" is a multi-chapter animation movie with the theme of the Winter Olympics, which is connected by ice piers and snow melting, and brings together more than 30 well-known IP characters in the animation circle such as "Bear Haunting" and "Inhuman" in the form of chapters.
Wang Yi, executive producer of the movie "Our Winter Olympics" and co-founder of Wanwei Cat Animation
"We knew that going into the Olympic cycle, the mascot must have been very hot, but we didn't expect it to be so hot. Previously, "Our Winter Olympics" announced that the protagonists were all Bear Ii Sun Wukong and non-human, and with the explosion of the ice pier, the publicity idea on February 5 immediately changed to the ice pier, and the snow Rongrong played with friends. Wang Defamed.
However, unlike other IPs, the Ice Pier and snow rongrong have strict rules, and ta as mascots cannot speak and are gender neutral. During the Winter Olympics, the ice pier actors appeared on camera to rub the heat, and they would also make a sound when they appeared in public, so that a group of netizens directly called "down the head", and even the Olympic Organizing Committee officially came out to "fight fakes".
In order to protect the "ice pier", "Our Winter Olympics" has taken a lot of thought. In the movie, the appearance of the ice pier is to fall from the sky and meet the bear big bear two, how does the mascot play without speaking? The production team thought of a lot of solutions.
"Our earliest opinion was that a creative person proposed that snowflakes fall from the air and make a logo for the Beijing Winter Olympics, and everyone may understand the meaning of the appearance of the ice pier, but I think the performance is not direct enough, and the logic cannot convince me." Wang Yi believes that if the creators themselves cannot be self-consistent, how can the audience accept it. ”
After thinking about it for a long time, the production team considered that the ice pier had a small red heart in the palm, so they borrowed the expression of the science fiction movie "E.T. Alien", and the ice pier and the two palms of the bear collided to produce information exchange.
From Lingna Bell to the ice pier, what are the factors of the constantly exploding IP? Wang Yi believes that in addition to whether it is a traditional IP image or a newly emerged light IP, it is the IP attribute that should be clear. First of all, IP is recognizable, an IP in a bunch of IP, can be seen at a glance; secondly, IP can be refined, a certain image, action or mantra can make the public quickly remember. Finally, all IP based on family, friendship, and love can make human beings empathize.
02Wang MSG: How does a content-based IP work?
During the Beijing Winter Olympics, Gu Ailingfa Douyin celebrated winning a silver medal, and in the video, she was holding a cute doll, Wu Huang Cat, jumping on the bed, and the video received 3 million likes. Many netizens said, "Finally linked with my favorite Emperor Cat Dream." Driven by the top stream, the Emperor Cat once again burst out of the circle.
"In fact, the Emperor Cat was not sent by us on our own initiative, but the partner gave Gu Ailing a lot of dolls, she felt that the Emperor was very cute, just posted a photo on Weibo, and after interacting with netizens, she knew that the cat was called My Emperor, and then took a video on Douyin to do content interaction." Wang MSG responded that there is indeed an element of luck, but the source of luck is IP content, and with content, IP can empower users and brands.
Founder & CEO of Emperor Wanwan Sleeps with MSG Wang
Cat Wu Huang is a typical light IP, and the image was born in 2014. Unlike the homogenized big-eyed cat, Wu Huang was loved by users for his arrogant and sharp eyes, and soon attracted hundreds of thousands of fans on Weibo. In 2015, Emperor Wu was painted by white tea into the picture book "Just Like You Can't Get Used to Me and Can't Kill Me". In 2016, the Wuhuang Wanxiao brand was established. As of now, the brand has a number of IP images including Wu Huang, Bazaar Black, winged medium image.
Most of the energy of this content-based company is spent on the content level, which drives the market and brings business cooperation. With the changes and needs of the market, the Wuhuang Cat team is also constantly improving its own derivative content, including memes, tide play blind boxes, short video dramas, etc., and has its own unique playing style.
The first is the exposure of continuous investment, grasping all media channels that can reach users, such as input method stickers, which look like vertical content channels, although the scale is not large, but the number of users is very considerable; on the other hand, cross-border marketing, find official media endorsements, and seek the possibility of breaking the circle. The most typical is that Douyin's first short video series of anti-addiction system cooperation with cartoon image IP is "My Emperor Cat", with hundreds of millions of exposures and millions of likes.
Second, create every business as good content. The products with tide play attributes need to provide users with emotional value, and the user's consumption motivation is one of the appearance value, and the other is the personalized resonance. The blind box cooperated by Wu Huang and 52toys is a hidden model that sits in the bed and looks at the mobile phone, and wants to "lie flat" so that the cat has a soul in an instant.
The last is not to let go of the latest channels. For example, the NFT digital collection that has been very popular recently. Last year's Mid-Autumn Festival, Emperor Wanxiao and Ali cooperated in a limited three-day digital collection for sale, and 100,000 sets were sold out in ten minutes.
03 Cui Xuan: Deeply cultivate niche hobbies and empower niche IP
"Now everyone will think that e-commerce has satisfied everything we have, from the 618 promotion to the double eleven, leading users from offline to online with low prices." But we found that users choose to gradually replace the price, and the public, especially young girls, are less sensitive to price, are somewhat immune to big promotions, and are more willing to pay for interest. In Cui Xuan's view, offline social and experience is irreplaceable, so Tomato Pocket wants to create a young girl's shopping place and trendy way of shopping.
Tomato Pocket CMO Cui Xuan
As an offline retail store, how to make young girls happy? First of all, whether it is space, display, product combination or all the furnishings in the store, the basic needs that are met are good to look good. Secondly, there is a sharing attribute on the basis of the previous one. The uniqueness of the young girls of Generation Z is that "I am happy to share", in the store without pressure to shop and fiddle with goods, the feeling of pleasure allows them to shoot Christmas trees and healing little things in the store, share on social platforms such as Little Red Book, become "tap water", attract more consumers to come.
Most importantly, it is very important to play niche hobbies, "hand account circle", "tide play circle", "three pits", as long as young girls like it, tomato pockets will be studied, and even the collection area that does not participate in the sale is also a circle.
Of course, there are also the public among the niche, and among the tens of thousands of SKUs in the store, tide play and cultural creation are the two categories with the largest proportion of tomato pockets. Because the circle and interest of young people are very deep, not only 89 yuan to buy a handbook, but also spend eight or nine hundred to buy other peripherals, such as tape, pens, stickers, and even badges have hundreds of styles.
Further, a niche hobby can be presented in the space, how to be accepted, perceived, you must have the interest in hitting them, establish a circle layer, and carry out strong social networking offline. From message walls, signing parties, niche artist exhibitions to the upcoming Hipster Ghost City, users can interact in the store and share emotions and interests.
At the same time, this is also an ocean of niche IP value divergence. There are many young people who are illustrators, designers, and have their own personality IP, but there is no platform to display. Tomato pocket takes this as an incision, as long as there are users like, even if they are niche, there are platforms for display and interaction, and in various forms of social and interactive, the stickiness of IP and users is gradually becoming higher.
04 Wang Biao: How does the IP of "accompanying growth" cross the cycle?
In 2014 and 2015, the Internet light IP ushered in a window dividend period, and the images of the twelve cultures such as long grass and face dumplings and small zombies were also very explosive.
However, at the fork in the road in 15 years, Wuhuang aimed at a single IP to find depth based on content genes, and Twelve Buildings chose to explore self-developed products and supply chains. At present, the derivative business of Twelve Buildings is based on three kinds of physical products: plush dolls, daily necessities and handmade products, and the retail of its offline store "LLJ clamp machine occupation" is the mainstay, and there are auxiliary services such as IP licensing.
At present, the earlier IP such as Changcao Yan Tuanzi and Refrigeration Girl has an independent operation account matrix on Weibo and Douyin, and the audience also has a general cognition; the form of "LLJ clamp machine account" offline store retail has also been explored and mature, 70% of which are their own IP, at present, most of them are young users after 80 and 90, with an average of up to 50 minutes of entertainment in the store.
Wang Biao believes that IP is not only IP itself, the value of IP lies in all-round, three-dimensional feeling and exhibition, recording and disseminating the values of young people in this era. With the growth of an IP people will grow up, college students will become parents, then IP in addition to high-quality content, but also continue to innovate the form of IP bearer, in front of the public to brush the screen, extend the IP link and life cycle.
Twelve Founders & CEO Wang Biao
Previously, there were plush walls made of plush toys, but now there are blind boxes, handmade rewards, container books made of badges, and even twelve new and original Tene belt cultures.
The original intention of creation stemmed from the fact that in the past, young people clipped dolls a lot, basically stuffed into sacks, and now through the Tone belt can hang or carry the dolls on the body, up to a dozen, and "military medals", shopping is very conspicuous. The "LLJ clamping machine" Of each city and each store is different.
Including the design of the store, Wang Biao hopes that "LLJ clamp machine occupation" can become a landmark of a city, such as the "red box" in the southern district of Taikoo Li in Sanlitun.
Because, in Wang Biao's view, the IP industry is composed of its own IP products and scenarios, and the content determines the height of the IP, but industrialization determines the distance of the IP, so that the IP will not go up and down like a roller coaster.
05 Wang Shuai: IP exhibition operation can be the logic of "fast-selling products"
IP needs a good carrier, from film and television to memes, handmade, extensibility is very rich, and even the integration of IP into art exhibitions is also a good choice.
In Wang Shuai's view, Zhongchuang Cultural Tourism is using the "fast-selling products" way to do exhibitions, from products, marketing to landing operations, while empowering IP licensing derivatives, "Encounter" is one of the series.
Wang Shuai, Vice President of Zhongchuang Cultural Tourism Group
Traditionally, the exhibition is more academic, the biggest pain point of consumers is "too boring", "too boring", "can't understand", users have knowledge requirements but can not be satisfied, therefore, Zhongchuang Cultural Tourism set up a huge content platform, the obscure "academic language", processing into interesting, understandable content, so that users are interested in understanding more in-depth content.
In the operation of IP exhibitions, from the selection, planting grass, and delivery are the logic of "fast selling products". Growing content on social platforms such as Xiaohongshu and Douyin is something that every exhibition of the museum will do, and a complete traffic model has been run through through the entire delivery end.
Wang Shuai said that in 2022, Meet The Museum will join hands with more top museums and art IPs at home and abroad to bring consumers more diversified cultural and artistic exhibitions, make the vitality and extensibility of IP stronger, exert the influence of art exhibitions, and empower IP licensing.