Market value drives IP prices to rise, adaptation and development must form an ecology

Today, the IP industry has entered the 2.0 era of "content connectivity". People and content have been directly connected, entrances are seamlessly connected, and online and offline scenarios have been opened up. Point-to-point cooperation between all parties has been comprehensively upgraded to a connection from point to line and then to surface, and the mining of IP value has also shifted from short-term development to long-term development.

Original title: Market value drives IP prices to rise

"IP development has entered the 2.0 era, and writers, IP parties, capital parties, and fans will change from their original fragmented state to joint operations." Recently, at the 2016 Shanghai Online Audiovisual Season IP Industry Salon, Wu Wenhui, CEO of Reading Group, once again advocated the IP co-operation development model and believed that the golden age of the cultural industry has arrived.

IP grabbing just started

from existing IP in the past to competing to book the next IP. The market's fierce pursuit of IP is eye-catching. Yang Wenhong, founding partner and chairman of Xingge Media, said that the difference between IP and non-IP film and television dramas is that the former has purchased a product with an existing crowd base, which is a "re-creation on the shoulders". For institutions, this method is more secure, thus prompting the price of existing IP to continue to increase.

She pointed out that the current controversy over IP is mainly in two aspects: one is that "IP is looted and the price is high", and the other is that "the actual value of IP does not match its price." However, she also emphasized that grabbing IP is only the beginning. "How to prevent the 'original work party' from criticizing your work, how to attract the 'non-original work party' to pay attention to your work, and how to ensure the authenticity of the content all require the organization to maintain a reverence when developing. That is, the adaptation of film and television dramas must be loyal to the IP story itself in order to tap the greatest value of IP."

In addition, she also pointed out that words give people a bigger imagination than images, so how to make the imagination come to fruition tests the ability of IP developers. In this process, in addition to the handling of plots and special effects, Yang Wenhong believes that the actor's role matching and acting skills are also an important element supporting the development of the work.

Adaptation and development must form ecological

reading Yang Chen, general manager of the book, told reporters that the IP value stems from the popularity, influence, and fan base of the work itself. Among them, the fan base can allow the adapted work to save a lot of costs in production, promotion, and operation, allowing it to have a higher starting point and a better foundation for expansion than other original works.

Coincidentally, Wu Wenhui also believes that the rise in IP prices reflects its true value. He pointed out that ten years ago, the license for a top-level work was only a few hundred thousand yuan, but it meant that these stories began to move from a niche of core online readers to a wider range of mass entertainment users, opening the cross-border derivative of online literature.

Wu Wenhui admitted that at that time, the adaptation of works was mainly one-way development and copyright sales, and the connections between writers, IP parties, capital parties, and fans were all separated. Today, the IP industry has entered the 2.0 era of "content connectivity". People and content have been directly connected, entrances are seamlessly connected, and online and offline scenarios have been opened up. Point-to-point cooperation between all parties has been comprehensively upgraded to a connection from point to line and then to surface, and the mining of IP value has also shifted from short-term development to long-term development.

Wu Wenhui expressed the hope that through IP cooperation development and co-operation model, the popular IPs can continue to innovate in the market, so that IP can continue to rejuvenate.

Editor: Nancy