2023 is really a year of struggle, and everyone is trying their best to make money:) Of course, so is the IP circle. We all want to save the past few years and move on. We will find some excellent IP operation cases, share them with you, and analyze the value behind them. So as to help you find out-how to-IP operation is better? The first case we found was Tina Tony, a new representative force of children's animation in recent years. I chose it because it is easy to see the value base of IP operation and how to establish an IP operation system in Tony Tina. Let me introduce Tony and Tina. This is a cognitive enlightenment animation for preschool children aged 2-6, which belongs to the same field as Peggy Piggy and Teletubby. Up to now, the three-season long drama and 1 season short drama have been released, and the cumulative broadcast volume of the whole network is 5 billion+. This data makes it enter the strong camp of children's animation IP. At the same time, "Tina Toni" was rated as one of the top ten commercial authorized projects of China IPBANK in 2022, and won the cooperation of many brands such as Yili New Food Machine, Licheng IQ Cod, Dr. Cheese Bar, Zoo Jelly and so on. The operating ecosystem of IP is in full swing. As an international cooperation case produced by Youku Children and Ricky Group, a well-known Russian animation company, Tina Tony has also been distributed to 30+ overseas countries or regions around the world, which is very popular. So in Tina Tony's content, we can easily see the operational characteristics of global children's animation, which is why we choose it. Below, we take Tina Tony's animated IP as an example to analyze the three keys of IP operation one by one. 0 1 the most important point: the unique IP value positioning is actually a brand. The value of IP, like the value of brand, also has unique mental value. Only in the IP field, this mental orientation is more about content+visualization and more about culture. This mental occupation is the basis for IP/ brand to win the hearts of the people and develop in the long run, and it has also become the guiding center of IP in subsequent operation and realization. For example, Piggy Page's mental orientation is that children grow up in an all-round way at home and win the hearts of countless children with their simple and unique image and personality. Therefore, all kinds of derivation and operation of Piggy Page are carried out around the family. Teletubbies' psychological orientation is children's most basic self-cognition, which hits children's subconscious psychology with extremely simple stories and minimalist image design. Therefore, the derivation and operation of Teletubbies naturally revolve around children's cognitive individuals. The unique psychological orientation of Tina Toni lies in its theme of "children's socialization". That is, how children make friends outside the family and learn to grow socially outside the family life. In terms of content, it helps children to establish the concept and method of "healthy socialization" by telling the emotional stories between Tina the elephant and Tony the hippo and their friends and neighbors. From the positioning point of view, the content positioning of Tina Toni is CP, that is, the CP of an elephant and a hippo constitutes a double protagonist. This is significantly different from the single protagonist+the whole family in Piggy Peggy, or other group protagonists who tell about kindergarten life. We have studied a lot of children's animation content, and found that there is very little content that focuses entirely on the two protagonists and emphasizes social interaction, which may be one of the key reasons why Tina Toni can jump out. I've talked to the behind-the-scenes team specifically. They believe that the development of preschool children has a key stage from internal family to external social interaction, that is, children will not only live with relatives at home, but also have new contacts with other children in kindergartens, children's playgrounds and other spaces, resulting in various new experiences. This is a scene closely related to Tony's content and image in Tina. In short, "children's healthy socialization" is Tina Tony's core IP value and the core theme of IP operation, which lays the foundation for IP branding. The second point: the long-term theme of IP operation. Doing IP content well is only the first step, and it needs good operation to achieve long-term development. Before doing IP operation, we must first think clearly-what is the cultural theme of IP long-term operation? Besides the entertainment provided by the content itself, what can the operation actually do for people? Because IP operation is not only a business, but also a variety of practical and beneficial things for people, in order to make IP value land. Based on the unique value orientation of "healthy social interaction", Tina Tony put forward a cultural theme slogan that is obviously different from other children's animations: "Health, safety and sharing". From animation content to product development, to offline activities and public welfare actions, long-term operations are all around this unique theme slogan. For example, in terms of content, the newly released Tina Tony knows it all is a short play, which is an important supplement to the long series. The form is lighter, and the content is more focused on social skills. At present, the most popular short video socialization is also integrated into this series. Do children also have social phobia? In view of various problems that children often encounter in social interaction, new social scenes for children are constantly displayed to stimulate their social ability, inspire them to learn to cooperate, and guide them to help their good friends realize their wishes and strengthen their friendship. In the brand mission, it is "to awaken children's social super power." Even Tina will have a social account. She will collect children's questions and then answer a question humorously and interestingly in each episode through her own understanding. For another example, just in the past February, 2023, Tina Tony did a series of activities to "color friendship together", using "color" as a visual symbol of social expression and "coloring" as a way of healthy social interaction, and guiding children to establish a correct, positive and warm social concept. The event was jointly sponsored by WABC Art Foundation and UCCA Ullens Center for Contemporary Art. Artists and young illustrators from the Central Academy of Fine Arts and "children with autism" created Tina Tony's theme painting, and jointly drew 2m Tina Giant Model, which was exhibited in Beijing Yintai Dahong Store for a long time. Tony from Tina also keeps going into kindergartens and shopping malls, where he provides social guidance for preschool children with richer and more diversified content through interactive forms such as Tony's children's songs and recess exercises. In short, Tina Tony's long-term theme is "health, safety and sharing", which includes children's social attributes, growth attributes and emotional attributes, and then organically combines public welfare, art and business in specific activities. The third point: to establish an ecological field of IP operation, IP cannot be fragmented, and it is not just as simple as authorization. Behind excellent IP operation, an IP ecosystem must be established, so that every component and every link can echo each other and form an organic ecological field together. How to build an IP ecosystem? The big platform has a big platform approach, and the small IP has a small IP gameplay. Today, this paper first introduces the practice of big platform. In subsequent articles, we will continue to introduce some innovative ways of playing IP《Tina Tony, a small IP. As a product of Youku, we can naturally rely on the industrial ecological layout of Youku children. In this ecological layout, "Little Youku" is very important. According to its behind-the-scenes team, it will build an IP-based link for children's whole industry integrating content production, promotion, marketing service and sales. On the road of the whole industrial chain, not only the content, publicity and promotion, but also the channels of commodity sales are established, forming a ternary matrix of commodity+publicity and sales. "Xiaoyouku" has built 8 direct stores online and laid out 1200+ sales outlets offline. Through cooperation with brother platforms such as Tmall, Taobao and Juhua, the connection from content to consumption is realized, and multi-scene services from online to offline are realized. Therefore, the IP operation of "Little Youku" is essentially the ecological operation of "content+industry". Take Tina Toni's cooperation with Yili New Food Machine as an example. This is not a simple authorization, but a long-term ecological combination development, launching a rich series of products, from yogurt dissolved beans to mushroom rice cakes and mushroom cheese sticks. At the same time, with the help of Youku and Ali's own ecology, we can also get the cooperation of top sellers such as Li Jiaqi. Among them, Yili yogurt dissolves beans, and the GMV of the whole network exceeds one million, with a single sale of 60,000 pieces. At the same time, the IQ cod sausage created by Tina's Tony and Licheng Food will bring more children's healthy foods such as Dr. Cheese's cheese sticks and left jelly, which always echoes the unique value of "healthy social" IP. Now Tina Tony's authorization has just begun, and there is still a lot of room for development. This IP ecological field will continue to expand, and it will also be used in various children's healthy homes, children's healthy travel, children's healthy clothing, and various daily lives. In any case, just like the authorization in the field of children's food, it is an ecological link model from content core to product form (safety and sharing) to marketing activities (children's exercise and admission to the park), so that the value of "healthy socialization" runs through the whole situation. This is Tina Tony's full link IP operation, which is divided into three parts: content operation, social operation and commercial operation of products and sales. From creating healthy and social children's animation content; We will continue to build various social activities to cultivate children's social super-ability, and then we will continue to inject the concept of "health, safety and sharing" into commodity development, circulation, sales and follow-up services. Writing here, Lao xiaoge wants to say: it is really not easy to do IP. Unique value, popularity and ecological operation are indispensable to truly realize the long-term realization of IP. Among them, the unique value orientation is the rudder, popularity and popularity are waves, and ecological operation is the air route, and * * * will sail IP ships to wealth and treasure. Therefore, without the ecological operation of IP, the content will become a ship without a owner. IP fried rice with eggs studied all kinds of contents from big video to small video. It turns out that a lot of content that seems to have a lot of traffic actually can't earn money to realize IP value, but can only earn some traffic to realize it, and the traffic dividend is often short-lived. The reason is that these high-flow contents have not established a unique value orientation, nor can they operate and establish an ecosystem based on unique values. As a result, these contents are just traffic content, not IP. Only truly unique value positioning and IP ecological operation can become a real value IP. Finally, to sum up, the three key points of IP operation are: 1, unique value orientation (brand power) 2, the theme of IP operation (cultural power) 3, and the establishment of operational ecological field (ecological power). In this way, IP brand, culture and ecology will be established one by one. Let's achieve fruitful results through IP operation together in 2023!