Chinese online push IP integration strategy orientation incubation broken IP chaos image

Only by the reputation of the IP past to do propaganda and powder, in the derivative process of the brutal operation of the savage operations has apparently put the IP economy into a bubble burst on the line.

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Wen/Zhang Shule

According to media reports, July 20, hosted by the Chinese online "IP integration to create a multi-win ecological" high-end theme forum held in Beijing. Chinese online officially announced its "IP integration" strategy, and publishing, film and television, games, animation and other industrial chain upstream and downstream partners in-depth discussion of how to operate through IP integration, together to create a "literature +" new classics.

If simply looking at the release of such an IP integration strategy, Chinese online will only be considered another company that wants to go from an IP perspective to a pan-entertainment market ...

IP is so messy, it takes a prescription to save

"Get the IP of the world", this past pan-entertainment industry to call on a variety of creative industry chain of "small partners" incentive slogan, on the one hand, the creation of the era of IP premiums, especially in the past, the Internet literature IP, the price from million fast soaring to tens of millions of dollars, but on the other hand, hoarding a large number It's not really effective to turn IP into a product's gold-absorbing force. Take the earliest introduction of IP hand tour as an example, according to Pan Entertainment data Service provider Dataeye published October 2015 data show that the new online mobile online games use IP ratio of about 48%. Universal IP, has become a hand-travel industry, an essential keyword. But at the end of 2015, because of the heavy cost of buying IP, the company has collapsed. Giant network president Guixe even gave 90% or even 99% of game content providers no way to live a 2015-year pessimistic verdict.

Such phenomena also ferment in film, television and other pan-entertainment areas. In the first half of 2016 years, for example, the most hot IP movie is "Warcraft", but in the first 5 days of the box-office red, immediately into the roller-coaster-style downlink channel, with 19 days to break through the 1.3 billion mark, far from this February "0 IP" movie "Mermaid" 9 days to break the record of 2 billion box office. And as for the "sleeping on the top of the brothers" This also has a super Halo IP, whether it is a movie or a net play is extremely bleak.

Only by the reputation of the IP past to do propaganda and powder, in the derivative process of the brutal operation of the savage operations has apparently put the IP economy into a bubble burst on the line. At the moment, as a network of literature in the city of Chinese online, in fact, with a kind of time to give, provide the antidote to rescue the meaning.

and its introduction of IP integration, in short is to let IP from the beginning, on the depth of embedding in publishing, film and television, games, animation and other fields of the interface, to avoid the derivation of the time, acclimatized. But it's not easy to do that.

Directional incubation of IP is the best way

In this release of the Chinese online, "IP integration" is what it calls the core of the entire "literature +" strategy of Chinese online, and in this IP integration, the most critical incubation mechanism is the intelligent IP evaluation.

The Chinese online understanding of the super-IP is clearly beyond the current industry's awareness. By definition, not all good stories can be called super IPs. Suitable for key operation of the IP must be suitable for multi-angle development, high derivative value, strong objective data, fan loyalty, high conversion rate, social media topic is sufficient.

Therefore, in this intelligent IP evaluation, it will be through the industry think-tank and intelligent data analysis, from the story, characters, writing and other 12 subjective dimensions and reading volume, point word ratio, topic number, such as 24 objective dimensions, 360 degrees no corner lock potential IP, and by the IP Review Committee and senior editor strength checks, Selection of fine content suitable for adaptation to hatch.

Obviously, in the IP operation of the four dimensions, the massive IP capacity, the channel promotion ability, the industry open cooperation ability of the three dimensions can differentiate with peers, the key lies in the intelligent IP evaluation ability to achieve accurate hatching. Its "author integration" tactics, and the mode of the author agent in this way, in fact, are based on the precise incubation of this point, according to the Chinese online Vice President She Guangcai, is more intuitive: only one of the best works of thousands of miles to be allowed to enter the IP library, Chinese online will only do 100 of the potential works to the super-IP focus on the operation.

This is in fact in the beginning of the birth of IP, that is, IP can really form a literary IP as the core, in film and television, games, animation, Shuwang, music, peripheral derivatives and other derivative fields to form the key to the outbreak. Notice, in the earlier IP hoarding goods, a large number of net-text IP was purchased, but was found to be unable to effectively convert to other forms, and become tasteless, discarded the chicken IP.

According to She Guangcai, at present, the Chinese online with more than 2000 well-known writers, the author of the exclusive signing agent business, including Hai Yan, Stone Zhongshan, a huge crowd of 23 writers, 50 more than heavyweight IP. Obviously, this release, is already the second half of this year's "IP integration" rations ready, only waiting for other creative field of small partners to come to "claim" rhythm. And these carefully selected products, how much to become the field of multi-domain derivative of the super-IP, will be in the second half of the market inspection, gradually revealed clues.

Success or failure, in fact, see this starting lineup, whether it really can be as strong as expected in the Chinese online, as a medicine to save the IP downturn.

Zhang Shule TMT Industry observers, game industry, the first commentary: zsl13973399819 book has "Pathfinder-the Internet Era industry Transformation Revolution", a drill to the ground seam in search of entrepreneurial vitality books. All major online stores and bookstores have sales.

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Chinese online push IP integration strategy orientation incubation broken IP chaos image