Introduction: 60 million topic readings, 10 million popular Weibo readings... The new image "Bear Book" launched by Shierdong has achieved such remarkable results in less than a month of operation. "Bear Scroll" was immediately popular as soon as it was launched. How did Building Twelve make the visual IP burst out with such great value in a short period of time?
Recently, Building Twelve Building incubation Company of Building Twelve of the visual IP have won a new title - "Train Harvester".
"Trade Harvester" - "Twelve Buildings", "Illustrated IP" releases huge commercial value
The new image of "Bear Roll" was launched, and it was welcomed and loved by netizens. This image has only been online for three months. The number of fans of Weibo @Fengba Xiongjuan has quickly exceeded 100,000. In less than a month of operation, more than 10 million reads and 20,000 reposts have appeared. The number of readings on topics has reached more than 60 million, and it has continued to rise steadily. In the WeChat emoticon store, the important base for incubation and operation of Twelve buildings of visual IP, the image has also achieved outstanding results. The emoticon packages "Bear Roll" and "Bear Roll Weight Loss" have been online for three months, and the usage has reached nearly 5 million times. On the QQ space platform, the number of recommended forwardings for the first time of "Bear Cook" exceeded 120,000 times. Wang Biao, CEO of
Tiandong Culture, believes that the characteristic of visual IP is that it has clear identity, can quickly obtain large traffic on a certain platform, and can transfer across platforms. Before each image is launched, it requires a long time to prepare. Visual IP is actually a high-threshold and high-professional industry.
In mid-2016, the image of "bear roll" began to be prepared. At the end of the year, the main image of "a strong-looking white bear with a facial paralysis who likes funny" and the basic setting of "a passionate youth who takes 'hard work to promote the country' as the daily passionate youth" were determined, and office workers aged 18-29 were the main target audience. In December, a group of "bear roll" expressions quickly became popular on the Internet, and the number of reposts on Weibo exceeded 10,000 that day, and caused a large number of comments. Fans said that the complaints of "Bear Juan" can resonate a lot. Every day, the image is full of vitality and brings funny and positive energy. It is very consistent with the psychology of office workers and has become a representative of this group of people. The rapid popularity of "Bear Scroll" shows that the division of the output images of Twelve Buildings for different vertical fields is very clear, and it also shows that Twelve Buildings has the leading ability in the country in the high threshold and high professional industry of visual IP.
It is worth emphasizing that the image of "the daily passionate life of the struggle young bear storm" has a very positive energy and recognition characteristics, and has been loved and followed by Weibo accounts with tens of millions of fans such as "Vista View the World" and "China News Network", and this image is used as a Weibo picture. At the same time, the image of "Bear Reel" has also attracted the attention and favor of many large brands such as NetEase Games.
In 2016, Shierdong cooperated with Wangwang Group to change the style of its mascot Wangzai , unify the cuteness of Yan Tuanzi, and use a very funny dialogue method to redefine the packaging of Wangzai products, greatly increasing its brand exposure, and promoting product sales. In addition to Want Want Group, Shierdong has also reached image authorization cooperation with dozens of brands including Wanda Group, Guangfa Bank, Raffles, Chow Tai Fook Jewelry, Procter & Gamble, Tencent Games, NetEase Games, etc.
empowers products on a higher dimension with visual IP, allowing products to break free from homogeneity, thereby driving consumption and becoming a window for visual IP to release value. The authorization of visual IP has huge potential and will also bring new driving force to the fields of cultural innovation and consumer innovation.
is based on IP incubation capabilities, and the industrial chain layout makes the advantages highlight
"Our direction is to strengthen the IP pool, steadily launch popular IPs, and continue to amplify the value of IPs." said Wang Biao, CEO of Shierdong Culture. Founded in 2015, Serial Building has been committed to the incubation and operation of China's original visual IP, and has been exploring the industrial chain since the beginning. At present, nearly 100 image IPs for different vertical fields have been accumulated in the IP pool of Twelve Building, most of which are original by the authors of Twelve Building.
After the refrigeration girl "Thank you for your boss", the long grass-rooted buns of people, and the cute little zombies who took the corrupt route became popular one after another, the outside world was not only curious about why Shi Erdong could launch a hot image at high frequency, but also began to focus on how Shi Erdong ensures continuous IP incubation. Now, launching the "Bear Book" that can achieve outstanding results in just three months not only strongly proves that Twelve Buildings has the ability to incubate visual IP, but also reflects that the advantages formed by the layout of Twelve Buildings' visual IP industry chain have begun to emerge.
Now, Twelve Buildings has completed its industrial chain layout across the country: it has successfully developed and operated the core content creation and promotion teams of multiple hot IPs; it has successfully authorized multiple first-line brands and the world's top professional authorized team to be authorized; it is composed of a domestic senior animation image design team and controls the packaging production process; and a supply chain and e-commerce team with rich practical sales experience.
So far, Building Twelve has built a complete industry chain, covering various business chains such as image creation, operation promotion, authorization, product development and supply chain management, becoming the first cultural and creative company in China to systematically lay out the entire ACG industry chain. Wang Biao, CEO of
Tiantou Culture, believes that China cannot give birth to an image similar to Kumamoto Bear, not because of poor creation, but because of the hollow industrial chain, which makes the high-quality image lose its subsequent development capabilities and becomes a palace. Building 12 has made industrial chain-related layouts across the country, hoping to connect these layouts at a certain point in time to cover the links from production and training IP to promotion of IP through various channels, to cooperative operation, productization, and monetization, etc., to form a reasonable industrial chain and ecosystem.
leads the visualization of the IP industry, and the 12th Building is going to do "China's Line Friends"
Take neighboring Japan as an example. In 2015, LINE successfully IPOed and quickly gained wide recognition from the market. From the perspective of visual IP, studying LINE's business model, it is not difficult to find a clear strategy: continue to strengthen an IP pool with many images, use social applications to distribute expressions, create brands and super IPs, and then improve the derivative industry chain, and with the support of Japan's entire animation industry chain, it bursts out with huge commercial value.
At the same time, the physical consumption of visual IP has brought Line Friends, which has entered a revenue bottleneck period, to a new growth point. Line Friends has 45 theme stores around the world, with products spanning life, stationery, toys, accessories, fashion, electronic products, etc., with more than 400 categories and up to 7,000 products.
In the entire country of Japan, the total output value of cartoon character economy has exceeded 1.5 trillion yen (about 90 billion yuan). In the first three years of the birth of Kumamoto Prefecture's mascot, Kumamoto Bear, the surrounding goods alone brought nearly 30 billion yen of economy to local governments.
In the Chinese market, in 2015, the size of China's image authorization market dominated by animation was US$4.45 billion (approximately RMB 29.68 billion), accounting for 58.5% of China's authorized market; in 2016, the scale of China's cultural and entertainment industry reached RMB 350.5 billion, an increase of 11.8% year-on-year. With the advent of the copyright era, when the market is far from saturated, the image IP market in the future will show a rapid development trend and the prospects are very good.
In October last year, the National Development and Reform Commission, the Ministry of Finance and the Ministry of Housing and Urban-Rural Development decided to carry out the cultivation of characteristic towns nationwide, and announced the first batch of Chinese characteristic towns, involving 127 towns in 32 provinces. By 2020, about 1,000 characteristic towns will be cultivated across the country to drive urban construction and development. As a hard demand for cultural construction, most cities in China have begun to refer to the Kumamoto Prefecture model in Japan, and to export culturally "characteristic towns" by creating urban image IP.
It can be foreseen that in the future, with the support of government policies, China's visual IP industry will explode with immeasurable output value. As the "leader" who took the lead in completing the industrial chain layout in China's visual IP, Shier Building has the ability to work with its partners to do "China's Line Friends" to drive the vigorous development of the industry market.
