The IP of Bing dwen dwen continues to be hot and the industrialization potential is huge.
2022-03-03
Bing dwen dwen Shuey Rhon Rhon, Tmall's official Olympic flagship store, opened the front page of the official Olympic Games. The economic reference Daily reporter found that since March 1, 2022 12:00, the mascot of the Winter Olympic Games has begun to enter the pre-sale mode with the ice pier and snow Rong Rong. Worthy of the name of Bing dwen dwen, the Olympic mascot, which has been popular in the Winter Olympic Games, has become a real top stream. The IP effect of Bing dwen dwen has also promoted the booming production of related equipment and supplies. The industry believes that Bing dwen dwen's popularity has brought more imagination to IP's industrialization. We should take advantage of the situation, take the construction of cultural and creative IP as the starting point, grasp the market demand, actively develop IP derivatives and peripheral products, accelerate the improvement of the IP industry chain, strengthen the protection of intellectual property rights, and stimulate the great potential of cultural and tourism industry and cultural and tourism consumption. Bing dwen dwen drives production and marketing Bing dwen dwen Shuey Rhon Rhon, Tmall's official Olympic flagship store, opened the front page of the official Olympic Games. The economic reference Daily reporter found that since March 1, 2022 12:00, the mascot of the Winter Olympic Games has begun to enter the pre-sale mode with the ice pier and snow Rong Rong. Although the pre-sale goods can be delivered 45 days after payment, many people are still excited and excited. "One ID is limited to two, and there is finally hope to grab it!" Ms. Hu, deeply troubled by the difficulty of finding a "trick", said. Production is also hot. In the Olympic licensed commodity production enterprises in Fujian Province, the "pier protection" team organized by the Provincial Department of industry and information technology sent a front-line express on February 20 - the production capacity increased significantly. Shuey Rhon Rhon group, Dehua's Bing dwen dwen, has over 600 thousand orders, and Nissan has risen to 11 thousand, nearly 10 times the amount before. Shuey Rhon Rhon and Bing dwen dwen toys of Jinjiang Hengsheng Toys Co., Ltd. has more than 1 million silicone toys and hand orders. The daily output of silicone stuffed toys is 800, and the daily output of hand made products is 3000. Xiamen Daqian Zhenyu company has more than 1 million orders, and the daily output of the enterprise is 15000. Worthy of the name of "Bing dwen dwen", the Olympic Winter Games in Beijing in 2022, which had been "carried out" by Olympic mascots, especially the ice pier pier. Wearing a transparent ice crystal shell and a colored halo around its head, this mascot looks like an astronaut and is popular with consumers. Its peripheral products are almost out of stock in the whole network, and there are long queues at the door of offline specialty stores. The official number of visitors to the flagship store rose by nearly one million from January to February. 86% of Bing dwen dwen products are related to the ice products. Among them, as a licensed commemorative commodity officially cooperated by the organizing committee, the daily sales of smart speakers for the 2022 Winter Olympic Games in Beijing increased by 100 times month on month. Alibaba Olympic digital person Winter Olympics promotion official Winter Olympics, since 20:00 on February 4, has opened the Winter Olympics Theme interaction in the live broadcasting room for two hours every day. After starting to bring goods to tmall Olympic flagship store, hundreds of thousands of people squat in the live broadcasting room every day. Bing dwen dwen winter Dong to step on sewing machine, and work overtime to make ice pier. "Bing dwen dwen and Bing dwen dwen directly led to the ice and snow economy, such as sports facilities, sporting goods and tourism, transportation, catering, accommodation and other consumer spending. The IP effect of ice pier also led to the production and marketing of related equipment and supplies, such as mascots, ornaments, pendants and so on. Wu Qi, executive director of Wuxi Digital Economy Research Institute, told the reporter of economic reference daily. Cultural tourism IP industrialization space can be expected Bing dwen dwen has become a new IP for Beijing Olympic Winter Games and even China's culture. Behind its popularity, it also brings more imagination space to the IP industrialization of cultural tourism. The concept of Bing dwen dwen was launched in the winter. It is understood that the Beijing Organizing Committee for the Winter Olympics has developed more than 5000 licensed products, soliciting 29 licensed production enterprises and 58 licensed retail enterprises. The listed companies involved include Yuanlong Yatu, cultural investment holding, Wangfujing, Beijing urban and rural areas, China sports industry, Caibai shares, etc. On the first trading day of the year of the tiger (February 7), cultural investment holdings and Yuanlong Yatu both raised the limit, while China sports industry, wanshili and Vosges shares rose, and more than 10 Winter Olympic concept stocks rose by more than 5%. "Bing dwen dwen delicacy Bing dwen dwen Bing dwen dwen Bing dwen dwen, the masses are competing for making snow ice pier, food ice pier pier, and ice pier." and competing in the circle of friends has highlighted its strong market prospects. But how to make it sustainable for the whole nation after the Winter Olympic Games is over, and it is worth thinking about creating economic and social benefits. Gu Chaoqun, general manager of IP marketing division of Qichuang tourism group, told the reporter of economic information daily. In recent years, Bing dwen dwen has also launched many IP fever like ice pier. Earlier, on the day of the debut of Shanghai Disney - linabelle, fans lined up for seven hours just to buy its surroundings. Whether the cultural and creative products popular from the palace museum or Li Ziqi of "Chinese pastoral life" are popular all over the world... Chinese cultural elements have also become a well deserved "traffic password". The global licensing market survey report previously released by the international licensing industry association pointed out that China's IP market is developing rapidly, with more than 10 billion US dollars, but it accounts for less than 5% of the global market of more than 300 billion US dollars, and the space is still huge. The Bing dwen dwen IP, which represents the commercial value of the tourism industry, is also attracting the attention of the industry. Pan Helin, member of the information and communication economy expert committee of the Ministry of industry and information technology and executive director of the Digital Economy Research Institute of Central South University of economics and law, told the reporter of economic reference daily that at present, the value of cultural tourism IP is getting higher and higher, especially the rise of we media in which users participate in secondary creation. In the future, IP empowerment will be a spontaneous process of Internet users, This makes a lot of large IP traffic will achieve exponential growth. IP driven traffic will bring huge economic benefits through realization. Gu Chaoqun believes that the creation of cultural tourism IP needs to adhere to long-term investment and long-term cultivation, and continue to withstand the test of the market. We should form a series of consumption industrial chains around IP, empower related industries with the help of IP's huge traffic and brand charm, and give full play to the multiplication effect. "The cultivation and creation of cultural tourism IP needs to seek creative inspiration and themes from China's excellent culture. It also needs to turn creativity into content, experience and favorite content of young people with the help of cultural and creative power and scientific and technological power, so as to better stimulate the consumption of the whole cultural tourism." He said. "Changhong" effect promotes the high-quality development of the industry However, the industry believes that China's cultural tourism IP industrialization is generally extensive. To create high-quality IP and realize the "long red" effect, we still need to speed up the filling of the short board. "Excellent IP is personalized, characteristic and high-quality. It has its own traffic. It can form spontaneous word-of-mouth communication and has a long derivative industry chain." In Gu Chaoqun's view, these are the pain points faced by the current development of China's cultural tourism industry, such as the homogenization of content, the lack of traffic entrance, and the driving role of "one industry prospers all industries" has not been played well. Pan Helin pointed out that at present, most domestic IP is mainly imported, and the domestic film and television industry has insufficient output of popular IP. IP industry is often accompanied by the development of film and television game industry, and the investment in content should be increased in the future. "To give full play to the vitality of the content industry, the film, television, animation and game industry should strive to create several dynamic IP. For popular IP, we can tap more commercial value through the commercial operation of market players." He said. Wu Qi said that China's IP industrialization is developing rapidly, but it is still relatively extensive on the whole. It is faced with problems such as the relative shortage of high-quality IP, the imperfect industrial chain, the imperfect market order and the need to strengthen the protection of intellectual property rights. In Wu Qi's view, the first thing in the future is to focus on creating high-quality IP, understand and grasp the market demand from the aspects of topic selection, market research and content operation, improve the refinement and quality of IP, and carry out corresponding iterative upgrading according to the market demand. For example, after Bing dwen dwen, we should continue to upgrade the ice pier and develop new products in combination with market demand. Two, Bing dwen dwen IP industry chain, actively develop IP derivatives and peripheral products, integrate ice pier IP into many industries such as games, animation, literature, film and television, and realize the integration of development and marketing under line and offline, and promote cross domain linkage and multiple development. Bing dwen dwen, three, we should further strengthen IPR protection, combine the characteristics of IP's development and operation, improve relevant laws and regulations, and strengthen the intellectual property protection of original design of ice pier pier. It is worth mentioning that the high-quality development of the cultural tourism industry, in particular, needs to create a number of super IPS representing Chinese characteristics and leading level, so as to give full play to the engine, demonstration and driving effect of the industry and industry. The 14th five year plan proposes to "build a number of world-class scenic spots and resorts with rich cultural heritage, and build a number of national tourism and leisure cities and blocks with distinctive cultural characteristics". Many places are also taking advantage of the situation and have proposed to build cultural tourism big IP. For example, the cultural tourism integration development plan of Henan Province in the "14th five year plan" recently announced puts forward that "the super IP of Chinese culture with the characteristics of the Central Plains is well-known in the world, and more than 10 world-class cultural tourism destinations, 3-5 global creative cities and more than 10 humanistic living villages with world influence will be built". Build a "4 + 8 + n" super IP matrix of Chinese culture. That is, four world-famous cultural IPS, eight international famous cultural IPS and several national first-class cultural IPS, including his hometown Henan, the Yellow River, the ancient capital of China and Chinese Kung Fu. (Xinhua News Agency)
Edit：He Chuanning Responsible editor：Su Suiyue
Source：Economic Information Daily
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