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- Source/Brand Observer
- Author/Brand Observer
Introduction: Can IP be Anyone?
The case of Baidu's vice president Xuan Jing's failure to build IP has given a negative answer.
If someone tries to teach you to build a personal IP, that person is either a liar or a go-sen.
The big guy ended up engaging in IP, and under the drive of Lei Jun and Zhou Hongyi, it has gradually gotten out of control.
The anxiety of being abandoned by the times has made everyone panick, and even Jia Yueting, who is far away in the United States, has begun to plan to commercialize personal IP to make money.
Today, on the topic of personal IP building, I started the first issue of "Marketing Column" and talked about my understanding of personal IP creation in enterprises.
Although from Dong Mingzhu to Lei Jun, great results have been made in the creation of personal IP of enterprises, I always think that it is not an optimal solution for corporate founders to engage in IP.
Why?
One of the core is that every company with a dream always pursues long-term business certainty.
If the business owner, especially the founder's IP, is too closely tied to the enterprise, it is equivalent to putting the development of the enterprise completely in human uncertainty, which is very dangerous.
A word or action from a boss can have an unpredictable negative impact on the business.
So that's why I think Zong Fuli must be good.
Source: Douyin
She once said in an interview that I don't want the company's founder to be equal to the corporate image spokesperson, I think this is very dangerous, too short-sighted, a company should still have its way of functioning.
I think so.
How much "benefits" a company gets from the founder's IP will definitely be doubled after losing the founder.
Why do everyone think that Ali is "outdated" now, in fact, the most important reason is that Ma Yun is "retired", and without the blessing of Ma Yun's personality charm, Ali has become mediocre.
This kind of backlash from the founder's IP to the enterprise often starts in ways you don't expect.
So I'm very optimistic about Gree's future.
So when the Xuan Jing incident was in an uproar, and everyone was persuading why Robin Li didn't come out to do IP, I thought it was ridiculous.
can only say that the butt decides the head, Robin Li may be thinking about how to make Baidu survive through the cycle for a hundred years, and netizens are thinking about why they don't take advantage of the heat to get a wave of traffic.
Pattern, pattern, pattern, comrades!
Of course, if a company, especially a large enterprise, must do IP, except for the No. 1 founder, no one else is suitable.
The first issue involved here is the ownership of employee IP and the potential risk of financial disputes.
Let's not talk about big enterprises, let's think about why it is like a prodigal fairy who broke up with the owner, and then declined, this is the reason.
There is a second, more fatal problem: the truth that one mountain does not tolerate two tigers has never failed.
Even if Xuan Jing's personal IP is completed, one day her limelight overshadows Robin Li, and Robin Li has no other way than to bind her to Baidu's partner.
But the fundamental question here is, is Robin Li willing?
The answer is definitely no.
Source: Pear Video
For Robin Li, Xuan Jing's personal IP may save an external public relations fee in the short term, but in the long run, it will be Baidu's shares.
Just like Dong Yuhui's selection of Dongfang, even if Yu Minhong is 10,000 unwilling, he must bind Dong Yuhui to Dongfang selection.
Because Dong Yuhui's popularity is beyond Yu Minhong's controllable scope, and it is also beyond Yu Minhong's positioning of Dong Yuhui as an employee anchor from the beginning.
So, their relationship must be shaky.
So I predict that it will be a matter of time before Dong Yuhui leaves Oriental Selection and New Oriental.
So let's go back to the origin of the problem, even if Baidu wants to be a corporate personal IP, then that person must not be Xuan Jing, there can only be Robin Li.
Although it is dangerous for founders to create their own IP, the "danger" mentioned above is insignificant as the "life and death" faced by FF Faraday Future.
After all, the company is almost gone, and only by surviving can we talk about the future.
But when I opened Jia Yueting's Douyin, there were only 1.48 million followers, and I thought it was very unscientific.
After all, compared to Zhou Hongyi and his ilk, who can have 6 million+ fans, Jia Yueting's level of 10 million fans is normal.
Because personal IP creates a "controversy" of a character and a "drama" of the story.
From these two perspectives, Jia Yueting is simply the chosen person of IP.
Source: Douyin
In terms of personality, the pathos of the "failed version of Musk", the strong contrast between the peak when the scenery is at the peak and the bottom when it is lonely, is too interesting.
In the story, "suffocated for dreams", "return to China next week", "9 cars delivered in 11 years", ..... Jia Yueting has too many "dramatic" stories.
Rebs looked up to this experience.
But when I opened Jia Yueting's Douyin, I avoided talking about all of them, and it was all boring "product promotion" about FF Faraday.
You may say, that's all negative, what's there to say, isn't it pure and pure black?
But others may not be able to, but Jia Yueting can, because Lao Jia has collapsed, and it can only be colorful black in the dark.
That's what bottoming out is.
So I suggest that Jia Yueting quickly replace the current IP trader.
You don't have to do anything to start a live broadcast, just tell the story of LETV's past glory and "returning to China next week" is exciting enough!
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