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    IP搶奪戰究竟是在“搶”什么?

    行行 2019-06-13 11:51 Tags: 閱讀數: 評論:0

    導讀:IP的高頻孵化已經表明企業能夠從授權行業中獲取紅利,產業的發展也呈現出了愈演愈烈的態勢。從行業的角度來看,除了傳統意義上的IP產業,大部分泛娛樂產業都打算在IP領域中分一杯羹,連企業、平臺、商業體這樣的主體也逐漸的試圖通過IP帶動自身發展。

    玩具產業算得上是IP的半個源生地,從低幼玩具到潮流玩具、智能玩具,IP可以說是打通了玩具的整條產品線,IP內容的受眾也分布在各個年齡段。不過在短短幾年的時間里,IP就從單一產業走向了全產業化發展的道路,那IP為什么能夠備受消費者的青睞,又為什么成為企業發展的重點呢?

    IP是順應消費時代的產物

    任何一個行業的快速興起必然是時代發展的產物,,怎么在風口下成長已經成為了企業家們的必修課。而在消費水平和消費理念快速提升的情況下,IP就是消費者的心中一堵虛擬的理念高墻。新潮+品質以區別于傳統消費品的形式填補了大家的精神空缺,最大程度的讓消費者自愿達成溢價消費。

    于消費者而言,通過一個固定的形象或者故事形成的長期的心理依賴感是不能完全用價格衡量的,在這樣的理念下,成熟的IP產品又能保證品質和關注度,二者所形成的的良性循環促使了IP的不斷發展。

    而玩具又大多以實體的形象出現,一個熟悉的IP極大的縮短了消費者對于玩具的了解、熟悉過程,也更容易產生信賴。同時IP產品帶來的話題性也更能引起關注,以達成消費者內部的共鳴,形成潛在的裂變關系。

    IP是企業高效變現的工具

    于企業來說,IP意味著流量,意味著不在局限于平臺的束縛。而在互聯網時代中,企業之間的競爭其實就是流量的競爭,誰能掌握最大化的高粘性流量,誰就能有無限的可能性。我們以前段時間爆火的皮卡丘為例,《大偵探皮卡丘》的上映帶來的不僅僅是票房的收入,以皮卡丘為中心衍生出來的內容、產品都快速的占據了消費者市場,帶來營收,這就是精品IP帶來的連鎖效應。

    IP最值得關注的一點就在于它的變現能力。隨著市場產品同質化趨勢明顯,差異化消費成為了變現的重要戰場。在IP價值已經被大眾接受和認可的情況下,只要找準自身的定位深耕,想要讓消費者為其買單是并不難的。只有與用戶不斷地互動,增強體驗感,這樣長期下來才會形成品牌的沉淀,為IP增值。

    如今玩具市場上出現的超級IP大多都是海外“進口”的,很容易形成品牌效應。相對來說,無論是對于消費者的吸引力還是企業的投注程度、變現的周期長度都處于相對的劣勢。

    受時間節點和產業鏈的限制,國產IP“放長線釣大魚”的能力較差,一方面,中小型企業面臨的生存壓力不支持他們這樣做;另一方面,過于注重短期爆點而忽略了長期發展。

    同道大叔董事長兼CEO魯迪認為:一個好的IP應該具有以下幾個特點:時間上的穿透力、空間上的跨越性和文化上的包容力及融合力。此外,還包括自帶流量,延展性、市場的獨創性等方面。IP的開發運營是一個價值增值的過程,一個好IP每次轉換應該是加分,而不是減分的。這樣IP才能不斷發揚壯大,有歷史的沉淀和更多的基礎。要認清只有頭部的IP才有產業價值,只有做成頭部IP,它才可能是IP,才可能創造價值。

    文章來源:玩具前沿

    聲明:母嬰行業觀察尊重行業規范,每篇文章都注明有明確的作者和來源;母嬰行業觀察的原創文章,請轉載時務必注明文章作者和”來源:母嬰行業觀察“,不尊重原創行為將受到母嬰行業觀察的追責。

    掃描二維碼,第一時間獲取母嬰行業的資訊和動態。
    從此和母嬰行業觀察建立直接聯系。

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