Share What the hell is the internet buzzword IP and how does it play out?

IP in the end what does it mean, how to play it? To give a chestnut: you created a novel, tomb raiding class, online hot, those media film and television companies on you, think this subject matter is good, can be speculation, can be made into a movie, can be adapted into a TV series, network drama, can be made into a game, etc. Then these people contacted you to buy your copyright. Then these people contact you, buy out your copyright, and later the book into other forms of dissemination, there is nothing you

Kumamoto Bear red all over Japan, the virtual star to create regional popularity. Kumamoto Bear is a mascot designed by Kumamoto Prefecture, a traditional agricultural prefecture, to capitalize on the construction of the Kyushu Shinkansen to the prefecture. Thanks to its outstanding design and successful promotion, it has become the most popular mascot in Japan. The popularity of Kumamoto Prefecture has increased rapidly, and the number of tourists has continued to increase, bringing 120 billion yen in economic benefits to the local community in two years, with sales of derivatives rising from 100 million yuan in 2011 to 3.3 billion yuan in 2014, and the image spreading throughout Japan and to South Korea and China.

Kumamoto Bear is well-designed and has a unique publicity and promotion strategy. First of all, the design, Kumamoto Bear has three major characteristics: neutral expression, soft round both, thought and character. Neutral expression design produces cute characteristics, eliminating the vigilance of the first sight; soft and round to take advantage of the human preference to take care of the soft and round mascot; designer it becomes a thought, character, are different from the ordinary can only take pictures, waving hand mascot. Kumamoto Bear was built into a cartoon star. Secondly, the publicity and promotion of more, fast, good, provincial diffusion of awareness, which has taken a number of strategies, the most critical is the "public **** product" strategy. Free to open its use of registration, allowing businesses across the country to participate in the registration, with the help of the power of the nation's businesses, quickly spread awareness. What Kumamoto Bear needed was to become famous quickly, and eventually, after two years of construction, Kumamoto Bear became the number one popular mascot in Japan. Kumamoto Bear's single success and Disney's industrialization success. Every prefecture in Japan has a mascot, and there are thousands of mascots throughout the country. Kumamoto Bear's success was built on many failures, both by necessity and by chance, just as a new pharmaceutical company happens to develop a new drug. Maintaining long-term success requires industrialized operations, and Disney's success is the success of the industrialized operation of the image and characters, through a large number of selection, experimentation, small-scale filming, and driving machines to focus on publicity, to ensure the success of each new drug, just like an old pharmaceutical company has a set of industrialized R & D and sales system.

Deep cultural revelation, "didactic culture" needs to give way to "lovely culture". Domestic culture is advocating "respectable, fearful", animated films have long been located in the children's educational films, "didactic culture" throughout, so that the animated film is located in the children's consumers, ignoring the adults, their own legs bound. Under the economic slowdown and social depression, people need the psychological comfort of "cute culture". From Japan's "Doraemon", Britain's "Teletubbies", America's "Mickey Mouse" series, "Toy Story", "Ice Age", "Toy Story", and so on. "Ice Age" series, and so on, we can see that the "cute culture" has no borders. Throughout history, in 1930, the United States during the Great Depression, Mickey Mouse as Disney's first famous image was born and popular, but also from the side to see, the creator Walt Disney saw the demand for cute images in the public, and its subsequent fame proved that the market for its wide range of existence.

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