False high IP prices have become industry pain points, derivatives have become hot spots in current competition

It is not difficult to find that since 2016, the entire cultural industry has been talking about IP. Just as the city was talking about IP, the popularity of IP in the industry had reached a crazy level, and IP prices were inflated. In Zhang Fan's view, the so-called IP is very popular, but many people still don't understand what IP is. If you don't develop a good film and television project, it's not called IP. The maturity of an IP is a process of improvement. It has good results from purchase-adaptation-improvement-broadcasting, and only after a series of successes can a good IP become a good IP.

The rapid development of the mobile Internet often makes information become faster and faster, but it also causes the defect of information fragmentation. You may not remember today's information tomorrow. Many information often It flashes through your mind and it is difficult to leave an impression.

Information that allows attention and deep-impression can be said to be a major factor in achieving IP ("Intellectual Property"). Whether it is a film and television company or a game company, any company involved in the "pan-entertainment" strategy will rely on IP, because this is already related to the advancement of its business model, and may ultimately become the best way for the company to realize commercial value.

The reporter noticed that the current popularity of IP in China is self-evident, and even IP prices have been falsely high. However, what I have to admit is that the current IP trend means that competition will become more and more fierce. Each company operating and operating IP can only continuously improve its own operation model and find a more suitable development route and way.

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is not difficult to find out that the inflated price of IP has become a pain in the industry. Since 2016, the entire cultural industry has been talking about IP. Take the movie "Warcraft" as an example. Since its premiere in China, the movie has been creating box office miracles all the way. Although there is no lack of controversy, it after all proves the power of super IPs like "Warcraft".

Wu Wenhui, CEO of Reading Group, once said in this regard that as far as Super IP is concerned, first of all, things must be good, that is, good character image, world view, plot, etc., which are the basic elements of the product; secondly, time is the best touchstone, or It is a tool to polish it, and this is a very important criterion for Super IP. "If you think an IP should survive for five or ten years when you get it, it should be a very good IP; if you believe that many people will remember this IP in ten years, then I think it should be a super IP."

"Because of the fan effect, some popular IPs can still get considerable returns even if they are monetized and have high operating costs. This is the case with Warcraft. Domestic IP is turning more to online dramas, online film and television works or peripheral extensions to achieve monetization purposes." Jiang Lei had previously told reporters.

Just as the city was talking about IP, the popularity of IP in the industry had reached a crazy level, and IP prices were inflated. Zhang Fan, general manager of Xitian Pictures, was very moved about this when chatting with reporters. IP overheating made many industry insiders feel a little overwhelmed. "I saw a good novel two days ago and wanted to have a little chat. I directly bid more than 10 million yuan, and I still need to invest. Although I am very happy on the surface, I say in my heart, are you stealing money?"

In Zhang Fan's view, the so-called IP is very popular, but many people still don't understand what IP is. According to him, buying a work is not called IP if it is not developed into a good film and television project. The maturity of an IP is a process of improvement. It has good results from purchase-adaptation-improvement-broadcasting, and only after a series of successes can a good IP become a good IP.

Zhang Fan had seen many IPs that were not very good at the time, including "Flower Thousand Bones" and "The Promotion of the Crown Princess" and other IPs that were not very popular at the time. However, after it was filmed, it was precisely through good ratings, click-through rates and good reputation that eventually became a good IP. He said that if a content is not improved in other ways, it will be expensive for many companies to buy and keep it in their hands, but it cannot be developed. It will expire in a few years and will be a great loss to the company.

IP derivatives have become a hot spot in the current competition.

According to industry analysts, in the T-shirt category alone, the current market capacity of the entire IP derivatives is at least 3 billion yuan. After the future expansion of animation, film, as well as art, sports, illustration, music and other cultural fields, the next trillion-dollar market will provide consumers with richer choices.

The reporter noticed that "Lao Jiumen", which was first launched on iQiyi on June 20, was also adapted from Super IP. It has the same origin as another popular version on the platform,"Tomb Robber Notes". It is a prequel to "Tomb Robber Notes". The producer has revealed that "Lao Nine Gates" has a series of derivatives in addition to dramas, and will also include theme parks, animation, etc. in the future.

Yang Lu, president of Yuanli Pictures, has also recently proposed the concept of "closed-loop youth entertainment ecosystem". Based on IP, starting from signing artists, movies, TV series, music, games, derivative products, videos, endorsements, etc. are fully developed around IP., forming a complete IP chain including youth movies, TV series, comics, animations, games, parks, derivative products, etc.

Alibaba Pictures 'entertainment treasure has also played a role in fan monetization and targeted the derivatives market. Recently announced that it has reached derivative development agreements with Paramount, 20th Century Fox, Japan's Entanya Productions Co., Ltd., and Dream Sound Charming Star Morning. At the same time, it also announced three new dream partners: Hu Yanbin, female idol group SNH4 and Li Chen, and tailored fan activities and star derivatives around the dream partners.

It is worth noting that although derivatives have become the focus of competition among enterprises, the derivatives consumer market will still be in the cultivation and formation stage of consumption habits in the next few years.

Editor: yvette