When we first talked about IP, we simply focused on the original meaning of IP to discuss various products derived from it. At that time, IP was considered to be some kind of intellectual property work, and it was to shape the image of a beloved work. The final destination is an overall image.
In the early days, the commercial value of IP lies in the direct economic value, such as IP shaped by movies, the commercial value lies in the box office of related movies. Published work lies in the sales behind it.
At that time, when the IP operators behind them telemarketing list discovered the broader value of IP, they began to mine the derived value of IP. Including all kinds of peripheral products of IP itself, as well as secondary development of IP.
But these are just mining the value of IP itself. Later, the concept of symbolization or labeling began to appear in IP, which gave IP the ability to provide a premium for products in business practice, and started a new round of IP value mining. .
But these are only commercial realizations telemarketing list based on the cultural and emotional attributes of IP. To a certain extent, IP itself is a cultural product created by cultural people, and it has the unique reservedness of cultural people. Therefore, the means of realization are relatively implicit, and they are just digging out their own value.
1. Culture gives IP value
As I mentioned just now, IP itself is a cultural product created by cultural people, an integrated image created by some cultural means. He itself contains values and cultural concepts that are widely accepted by the audience, and is integrated into an image that the audience is willing to accept.
Because of the attributes contained in cultural IP itself, IP has its own advantages in commercial activities.
1) Traffic value
IP itself is a product accumulated by traffic, and only traffic can shape a successful IP. Therefore, IP naturally has traffic value. In the hearts of IP fans, as long as IP appears, they must pay attention to it. This is the natural attraction of IP to fans.
It is the existence of this attraction that makes it possible for IP to provide traffic to products. When the product is combined with the IP, the fans' attention to the IP will shift to the product to a certain extent.
2) Brand value
For fans, IP is a collection of certain values and cultural concepts. It itself represents a strong sense of identity with the IP itself. Only because of the identity will we pay continuous attention to the IP and give it our own love.
Then, for the products combined with IP, to a certain extent, the values and cultural concepts behind the IP are also empowered to the products. This will allow fans to have a deep understanding of the values and cultural concepts of the product, especially with IP as an endorsement, it will be easier for fans to identify with the product.
We all know that for brands, values and cultural concepts are the two characteristics of the vitality of the brand. The brand value of IP is equivalent to activating values and cultural concepts for the brand, and giving the brand emotional and cultural attributes.
3) Circle value
Circle value is the product of traffic segmentation. There are more and more IPs appearing now, and we can see more and more identical IPs appearing. For fans, it is enough to have the best IP of the same type, but limited attention and love are not enough. Assigned to other IPs other than their own "real name".
This has led to more and more segmentation of IP fans, and IP has become more and more specific to the group of accurate fans when it is being shaped. In other words, the IP of the new generation no longer hopes to reach the broadest fans, but instead hopes to obtain a group of accurate diehard fans.
These fans often have many common characteristics, and these characteristics are the barriers of this group. This is also typical of the Z era. These group barriers constitute a relatively closed, and it becomes a circle.
In the circle, everyone is not interested in the things outside the circle, but they are very concerned about the things in the circle. Therefore, when the product is empowered by the IP recognized by the circle, then the IP will bring the product into the new circle and realize the growth of new consumer groups.
2. Realized needs
The meaning of IP itself is intellectual property, but if we want to interpret the IP market from a market perspective, then intellectual property is not the most reasonable explanation. In my theoretical system, IP is interpreted as "forming a common cognitive image in a certain group".