Worldview is actually the ability to conceive a new world and tell stories. In IP-based situations, joy, anger, sorrow, sorrow, sadness, cuteness, coolness, these emotions can generate powerful emotions. Based on the values ??advocated by current social groups or subculture groups, do various things that consumers will love, and achieve this through different IP-based characters, props or rituals. It can be a self-created IP, or it can be a joint venture with a famous IP to set the background of the story. Before telling a story, a setting is required. For example, the setting of Wandering Earth is that the sun is expanding, and people wander around the earth with them. Cultural matrix Cultural matrix, human life and civilization are the huge matrix. Hua and Hua have a mature use of cultural matrix, which I won’t go into details here. The IP created by culture is the most powerful moat for an enterprise. To put it simply, it is how people will react in the context of this story. And this reaction is the cycle that goes round and round, the various dramas in human life that never stop happening. This reaction is the cultural matrix. For example, under the setting that the sun of the wandering earth is expanding and people are wandering with the earth, people's reaction is not to leave their homeland. Orientals' attachment to their homeland is the cultural matrix. Situation The situation is what kind of storyline will happen under this setting and vision. For example, the situation of wandering the earth is that the homeland is frozen and humans are fighting. Props are easy to understand. People, objects, and places are all props. For example, the props in Wandering Earth include spaceships, defenders, etc. I specifically divide corporate IP props into brand IP, product IP, character IP, content IP, and channel IP. For better use, I also disassembled the Forbidden City IP and Uncle Kai's storytelling: Forbidden City background setting: If the cultural relics in the Forbidden City are resurrected, the cultural matrix: The inheritance situation of Chinese traditional culture: After the Forbidden City cultural relics are resurrected, in Life guide props in modern society: Forbidden City Cultural Creation, Forbidden City Museum, Forbidden City Summer Palace (brand IP) cute Yongzheng, naughty Obai (character IP) Forbidden City makeup, Forbidden City stationery, Forbidden City fragrance, Forbidden City jewelry, Forbidden City Hanfu, etc. ( Product IP) "Yongzheng: Feeling Cute" article, "Crossing the Forbidden City to See You" H5, documentary "I Repair Cultural Relics in the Forbidden City", etc. (content IP) Forbidden City Taobao e-commerce, Yin_Beauty Pictures, Forbidden City More than ten APPs (IP-based channels) such as Auspicious and Emperor's Day, Uncle Kai's Storytelling Background Setting: Children need to listen to stories to gain companionship as they grow up. Cultural matrix: Human beings need story context: Let children listen to stories more vividly and realistically. Props: Uncle Kai Storytelling (brand IP) Uncle Kai Storytelling (character IP) story machine, story card, story picture book, study table, small blackboard, listening to rhythm enlightenment (product IP) Uncle Kai Storytelling IP image changed to animation After the version, he became the ever-changing Uncle Kai, and used this image to make Uncle Kai's version of "Journey to the West", Uncle Kai's version of "Kung Fu Panda", etc. (Content IP) Uncle Kai Storytelling APP, self-media matrix, etc. (Channel IPization) In the world of IP, all content has been reconstructed. The story becomes the content, the product becomes the prop, the emotion becomes the situation, and the image becomes the character. Large companies, such as Adidas, Alibaba, and Tencent, are enough to build a world-class IP. But for most enterprises, IP only requires a small situation in the start-up period. In this small situation, the best way is to start with product innovation, let the product speak and become content. Directly visualize and personify the product to achieve a unique emotional connection with consumers. The product is the content, and this is the IP of the product. The IPization of characters also has many ways to play. People are not limited to designing a different-looking doll for the brand. In order to make the characters more realistic, the combination of real people and virtual characters will be a new way of playing. For example, now real people bring goods, and companies use their own personal IP to bring goods, such as Dong Mingzhu of Gree and Liang Jianzhang of Ctrip. In the future, live streaming can also be combined with virtual IP. Companies should create special virtual images to directly promote sales, which can solve many uncertainties of real people. This matter has already begun. More ways to play with corporate IP will be shared next time.