What marketers must know about IP

1. What is IP

Definition: IP (Intellectual Property), literally translated as "intellectual property", can It is understood as the collective name for all famous cultural and creative works (literature, film and television, animation, games, etc.), and represents the copyright of intellectual creations such as inventions, literary and artistic works.

By extension, content that can break away from the shackles of a single platform, obtain traffic on multiple platforms, and distribute it based on its own attractiveness is an IP, which is a "meme" that can bring about effects. "or "phenomenon" can exert effects on various platforms. IP can also be said to be a product, a product that can bring effects.

2. IP types

The distribution of IP types in the brand licensing market has a high proportion of cartoon animation, art and culture, and fashion IP.

3. IP licensing model

At present, the main brand licensing model in China is still product licensing, followed by brand co-branding.

1. Product authorization. Toys and games, clothing accessories, gifts and souvenirs, food and beverages, baby products, stationery, office, home and home textiles, health and beauty electronics and digital, software games, sports and outdoor, books, publishing, music and audio.

2. Themed real-life entertainment authorization. Exhibitions, theme restaurants, theme hotels, theme parks and theme towns, etc.

3. Content adaptation authorization. Movies, TV series, animations, stage plays, music festivals, etc.

4. Brand co-branding. Two or more cross-field collaborations launch joint products or services that leverage each other's strengths and achieve mutual benefit.

5. Promotion authorization. Promotional gift authorization, promotional service/activity authorization.

4. IP authorization, ecosystem closed loop

1. IP creation

Content production, broadcast channels, advertising, marketing, and media promotion.

2. Derivatives of IP

Photo gallery development, product design, product production, theme space, and theme experience development.

3.IP protection and assistance

Intellectual property protection, trademark registration, legal support, and capital investment.

4. Realization of IP

Product consumption, service consumption, and content consumption.

5. IP Selection

The factors that licensees consider when choosing cooperative IP are “increasing varieties, promoting sales, increasing profits, and creating brands”.

1. The popularity and influence of the IP

2. The current activity and popularity of the IP

3. The audience and tonal match between the IP and the product

4. Values, reputation and reputation of IP

5. Authorization fees for authorized transactions

6. Secondary creation that IP can achieve

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7. The consumption power of the IP audience

8. Can IP bring a premium to authorized products

6. IP marketing

IP The main means and methods of marketing.

1. Interact with fans on official self-media.

2. Combine resources to conduct online marketing activities.

3. Launch IP hot spot marketing in real time based on hot spots.

4. Establish a community/community for operation and marketing.

5. Combine resources to carry out offline marketing activities.

6. Market advertising, big V advertising, media promotion, etc.

7. IP Communication Channels

The main distribution and communication channels of the brand: social media platforms, short video platforms, graphic content distribution platforms, online long video platforms, TV stations, and cinema lines , audio platform, others.

The social media communication platforms used by the brand: WeChat, Bilibili, Weibo, Douyin, Xiaohongshu, WeChat video account, QQ, Kuaishou, fan community, Douyu Live, and others.

8. IP audience distribution

Audience group: mainly young people (18~25 years old), followed by young and middle-aged people (26~40 years old).

Children (10 years old and below), teenagers (11-17 years old), youth (18~25 years old), young and middle-aged people (26~40 years old), middle-aged and above (41 years old and above) .

IP purchase motivations: The main motivations for consumers to purchase licensed products are “good-looking, fun, and enjoyable”.

I like the IP image because the P product looks good, I like products with P, the product design is fun and creative, and I identify with the product brand.