What do you know about IP?

The original meaning of IP is intellectual property, and translation into Chinese is intellectual property.

But if I tell you that IP, which is very popular now, actually means intellectual property, do you believe it?

At present, the adaptation of novels can be called IP, the sequel of series movies can be called IP, the remake can be called IP, the game can be called IP, and even the title of songs can be called IP. These are not out of the scope of intellectual property rights, but you told me that stars are also called IP. What kind of "knowledge" and "property right" is this?

Therefore, as a marketing and business concept, IP has deviated from its original literal meaning. If I had to define IP, I would call it a traffic portal. This is about to start with the second question. Where is the value of IP?

Where is the value of IP?

Here we should first introduce two concepts, one is called content, and the other is called channel.

What is content, news, jokes, novels, videos, movies, TV series, games, etc. , all called content. What media do you watch the content through? This is the channel.

For example, from the starting point, the starting point is the channel, and the immortal biography is the content; You see CCTV news broadcast, CCTV is the channel, and news broadcast is the content. It can be seen that without content, channels are meaningless, and no one will read a novel website without novels, but without channels, content cannot reach the audience.

For the film and television industry, movies and TV plays are content, and TV stations, video websites and cinemas are channels.

In addition, what is traffic? Traffic is an Internet concept. For example, you are opening this post to bring traffic to this website. Traffic represents users' attention, and traffic is valuable, which is why TV advertisements are so expensive. Therefore, how to attract traffic is the most important thing. But then again, why open this post? Why do you choose a movie or TV series over others? So attracting traffic needs another thing, and such a thing is IP.

You like a novel, so you will watch the film adapted from this novel; You like a game, so you may watch a derivative movie of this game; You like a star, so you can go to see the movie of that star.

Even better, through IP, novels, movies, TV dramas, games and other different media and different forms of content are opened and tied together. He easily dumped the accumulated flow into another field and multiplied the limited flow.

So I think that's the value of IP. It is an entrance to guide traffic.

The current situation is that even if I am interested in that IP again, I will not necessarily go to see it, let alone an IP like Xiaobaiwang, and the overwhelming publicity of this thing will sometimes have the opposite effect.