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汗纳迪姆
Aug 03, 2022
In General Discussions
Undoubtedly, trendy play is becoming an important part of young people's trendy consumption. The desire to collect, the sense of dependence, the social chain, and different consumer psychology are all driving the explosion of this 100 billion-level market. With the soaring consumption of users and the continuous increase in capital, the trendy play brand has frequently been out of the circle in recent years. At the time of the wind, there are constantly new brands entering the game with confidence. It is worth noting that, until now, the Chaowan brand has reached the dividing point between heavy IP (upstream) and heavy channel (downstream). Either relying on strong IP to create an eyeball economy, or relying on strong channels to enhance comprehensive reach, Chaowan brands need to find a strong grasper to further break the circle. Which IP type is the most popular among consumers, and what product type should be matched? How to strengthen the channel advantage and reach the audience as much as possible with the help of marketing and community? Under the Red Sea, this is a topic that both new and old fashion play brands need to face. In view of this, Entertainment Capital has launched a series of reports on [Chaowan Brand Observation]. The whole series of reports will focus on brands with outstanding advantages in upstream "IP" and downstream "channels", analyze their brand building experience and business experience, and hope that practitioners can get inspiration from it. Xiao Li is a veteran trendy game player who earns tens of thousands of dollars every year. He has a special room in his home for various types of trendy games. Xiao Li is not only a trendy player, but also a serious "patient" of the second dimension. Whether it is "One Piece", Marvel and other overseas IP trendy games, or "Onmyoji" and "Douluo Continent" and other domestic trendy games, he has everything in his pocket. Xiao Li found that in recent years, the trendy play styles of domestic content IP have become more and more abundant. For example, "Shizuo" in "Onmyoji" wears a set of national fashion costumes and holds a painting fan in his hand, which is very charming. Another example is the "Ling Cage" that is being crowdfunded. The figure is very hard-core, which suits the taste of male players like him. Content IP becomes trendy to play, difficult! | Trendy Play Brand Observation⑥ Indeed, with the popularity of Chaowan in the Chinese market, the public's aesthetics for Chaowan has been continuously improved, and the IP side and the designer's pursuit of image creation has become higher and higher. In recent years, a large number of exquisite figures have appeared in the Chinese fashion play market. Led by the content IP trendy play, these products have a certain market awareness and fan loyalty, so they also need to spend more energy on the road to "trend play". For an IP that already has a complete character set and story line, creating a trendy game is not as simple as making its two-dimensional image into a three-dimensional toy. In this process, IP parties, designers, and consumers will often "fight". "If someone thinks that content IP is a restriction on the design of Chaowan, then he can make a brand new image IP. If we do it around IP, we as the IP side will definitely want something." With IP Expressed to Entertainment Capital. After interviewing many IP parties and trendy game manufacturers, Entertainment Capital found that content IP trendy games need to consider many elements from design concept to design plan to production. Its design ideas mainly need the following three considerations. First, how much space is there for IP's second telemarketing list creation. Due to the difference in market size, the acceptance of Chaowan 2 Creation by overseas IPs is generally lower than that of domestic IPs. At the same time, the IP side will worry about excessive consumption of image, and considering the stage of IP development, there will be certain standards for the scope of the second creation. The second is how to carry out the second creation. This includes the collocation and design of different elements such as character images, actions, and Chaowan materials. Factors such as IP themes, IP needs, audience gender, and Chaowan’s commercial use are all related to the design direction of Chaowan. The third is how to solve the problem of homogenization and technological level. For example, the same IP authorizes multiple manufacturers at the same time to produce similar designs, and the process problems encountered in the process of three-dimensional image library. How to design the content IP Chaowan to maximize the satisfaction of the IP party, the authorized party, and the consumer? This article will go into detail. 1. Trendy Play Second Creation Space: Domestic IP > Overseas IP, Mature IP > Primary IP Xiao Li found an interesting phenomenon in his cabinet. The image of the domestic IP Chaowan is flexible and changeable, and many c
Content IP becomes trendy to play, difficult!
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