Top flow ＂Huahua＂ with fire Panda IP How to play the ＂King Fried＂ card of the literary brigade in Chengdu？
This year’s "May Day" holiday, driven by the "top female star" Panda Huahua, chengdu research base of giant panda, visited by 264,000 tourists, ranked second among the top ten scenic spots in China.
With the approaching of the Chengdu Universiade, Rong Bao, who has turned into a blind box of Sichuan Opera, has become a favorite of young people. Earlier in February, the 3D animated promotional film "The Adventures of Nezha Rongbao" was released, and it won three consecutive hits from netizens.
Two giant pandas, one real and one virtual, have made Chengdu the focus again and again. How to continue to play the "king fried" card of the giant panda? How to promote local economy with pandas? How to improve the city’s energy level by using giant pandas? Reporters from Chengdu Business Daily-Red Star News in-depth reporting group conducted an investigation on this.
one
IP construction must have the thinking of the whole industry chain system
What can "top flow" "flow"?
This is the scene during the "May 1 ST" this year: chengdu research base of giant panda is a sea of people. In order to see the beauty of the "top-flowing female star", many tourists lined up in the queue that was an hour or two away from it. 13 kilometers away from here, the flagship store of the Panda Post Office in Summer Socks Street, tourists hold postcards of "Huahua" and line up in front of the checkout counter; Others are waiting for the new book "Panda Huahua" to be sent to their hands quickly on the Internet.
"Chengdu is full of giant pandas," said sha li, a tourist. In IFS Square, she saw the "legendary" wall-climbing panda. To her surprise, it was the "Economist" panda at Higashioji subway station on Line 8. "If you take a step, it will take a step. It’s so fun." This innovative technology, which uses radar capture and interactive experience, has recently become a new punching point in online celebrity.
Behind the ubiquitous "panda fever" is the joint development of panda IP by Chengdu government and enterprises for many years.
Chengdu research base of giant panda, where "Huahua" is located, is the core area of Chengdu Panda International Tourism Resort, where the IP of giant pandas is being deeply excavated. The relevant person in charge of the Chengdu Panda International Tourism Resort Management Committee said: "At present, our main job is to shape the Chengdu Panda IP, and we have launched a panda tourism boutique line, a musical Panda, a promotional song Panda House, etc. The musical Panda began to perform in the Panda Theatre last year, and this ‘ May Day ’ The holiday effect is good and the venue is full. "
"In recent years, children have learned more and more about pandas." Speaking of "Looking at Pandas" magazine, editor-in-chief Jiang Lin felt deeply. "The public loves pandas, but they don’t know much about this species. We hope to spread the panda culture to the whole world by telling stories. " This magazine is the only one named after the giant panda in China. Jiang Lin is also the author of a new book, Panda Huahua. "This book not only tells the story of Huahua, but also has panda science knowledge."
Talking about Panda IP, Chen Guangyu, the founder of Chengdu Zhenai Panda Culture Communication Company, was very touched. He introduced the brand GOGOPANDA to reporters. "The company has two major IPS, namely Art Panda and Balang Panda. The Art Panda is white, which is equivalent to a medium. It can be used to show different cultures. The iconic symbol of Balang Panda is goggles, which presents a spirit of exploration. " However, GOGOPANDA is not just a panda cultural creation. "We are doing ecology around Panda IP, including brand service, brand ecological chain, brand cultural creation product development and operation."
After more than ten years of hard work in the industry, Chen Guangyu once made an analysis report on the development of Sichuan giant panda cultural and creative industry. He believes that "there are no truly influential giant panda cultural and creative enterprises and products in Sichuan at present." According to his observation, 30.4% of domestic tourists are interested in giant panda-marked souvenirs, while inbound tourists are 10% higher. "This fully shows that the giant panda cultural and creative industry has great potential." However, there are many enterprises developing Panda IP in Chengdu, and there are not many unique ones. Most of them are based on the front end of the industrial chain, focusing on product design and sales. The business model is more traditional and single, and the design creativity only stays on the inherent image surface of the giant panda, lacking core creativity.
How to better build Chengdu’s Panda IP, Gu Jiang, executive deputy director of the Ministry of Culture and Tourism-National Cultural Industry Research Center of Nanjing University and dean of the Yangtze River Delta Cultural Industry Development Research Institute of Nanjing University, suggested: "You can build a rich cultural environment around Panda IP and build a richer popular science venue; Can produce creative products, such as using VRAR and other technical means to enhance the sense of digital technology experience; You can also make efforts in consumption, create panda-themed restaurants, theme hotels, etc., and form an industry-wide chain of food, clothing, housing, travel and entertainment around IP. " He also stressed that it is necessary to integrate Chengdu culture with panda culture and let everyone see the difference of Chengdu Panda IP. At the same time, IP presentation should be as rich as possible, meet the needs of different groups online and offline, and realize the digital and real integration of IP creation.
two
IP Breaking Circle and Cultural and Creative Problems
How do we learn to "break the plate"?
On April 27th, a 20-second video was broadcast on the account of "Dining Giant Panda". Facing a baby panda "hanging" on a tree, the voice said, "Jiaxin’s children are hanging trees again. Although their bodies are at work, their souls are already on holiday." On the Tik Tok platform alone, the video received 209.4W+ likes. Zhou Yun, the host of CCTV, called "the copywriting is outstanding".
In fact, official accounts such as panda channel, panda after dinner, and chengdu research base of giant panda have long been a kind of online meal replacement. If you can’t go to the scene to see the giant panda, the video will make up for it. In Weibo, the giant panda and Hua Chao have been read by more than 2.33 billion people.
At this point, "Huahua" is similar to Shanghai Disneyland’s "Lingnabeier". Both "top streams" have overwhelming videos, pictures and jokes on social media, and fans have become IP promoters unconsciously.
Other people who can "do things" are mossi Moxi Panda, a "boy" with white hair and sticking out his tongue. He is 4 years old this year. During the team competition of Chengdu World Table Tennis Championships last year, the video of China team coach Li Sun playing table tennis with him was posted on the Internet and quickly became a hot topic among netizens.
Even if there is such a top flow as "Huahua", there are also funny incidents of Moxi Panda, but many panda cultural and creative enterprises in Chengdu are not outstanding in marketing. How to solve the problem? Regarding marketing, the governor of Kumamoto Prefecture, Japan, Yuko Pujima once said that it doesn’t matter if you clean many plates and break a few plates. Bravely trying the theory of "breaking the plate" that is not afraid of making mistakes inspired Kumamon’s planning team to "open their brains" and created the Super IP Kumamon.
The reason why Kumamon has been so popular for so many years lies in the persistence and effectiveness of marketing. Gu Jiang believes that the destruction of IP needs to create explosive points. First, relying on content blessing, symbols are endowed with cross-border narrative ability, and emotional ties between people and urban IP are established, such as making cartoons and short videos, and creating marketing events such as "pandas eat hot pot". Secondly, the dissemination of all-media matrix, using 5G, artificial intelligence, meta-universe new technology, to achieve strong momentum and strong exposure of urban IP online and offline.
"Content is the best marketing." In addition to Panda Flowers, Jiang Lin has also published many panda children’s literature works such as The Adventures of Panda Ming. He just returned from a trip to Shanghai Disneyland with his daughter, and said, "The reason why Lingnabel is so hot is because there is a century-old Disney culture behind it." This caused him to think, "As long as the panda story is well told, we can derive products such as movies, animations and stage plays around the content, or build a theme park."
The goal of Chengdu Panda International Tourism Resort is even more ambitious. At the corner of the stairs on the second floor of the Management Committee, three rows of Chinese characters are printed: "World-class leisure tourist resort, panda super IP source, demonstration zone for the integration of culture, business and tourism". To this end, in addition to musicals, the resort is also building a dance drama "Giant Panda".
In February this year, the resort released a list of investment opportunities for 14 key projects, attracting representatives of tourism industry associations from chenghua district International Friendship City and more than 100 countries and regions around the world, and guests from more than 100 leading enterprises such as Shanghai Bailian Group, Fosun Travel Group and InterContinental Hotels Group. At the end of September, there will be a new Aoyabeihu Ecological Park adventure park featuring panda-specific IP and "popular science+entertainment".
three
Economic Value and Spiritual Core
How to pierce that layer of paper?
At the end of March, a group of special guests came to chengdu research base of giant panda. They were guests attending the spring meeting of heads of delegation of Chengdu Universiade. "So it is ‘ Rongbao ’ The prototype! This big guy is sitting and eating bamboo, which is really cool! " After seeing the giant panda "Sesame", GREEN, a staff member of the FISU office, excitedly used his mobile phone to capture the moment of selling cute.
Looking to the southern hemisphere, in 2017, the "China-Australia Tourism Year Chengdu Day" was held in the Federal Square in downtown Melbourne, and 25 panda art works were exhibited on the spot. Two years later, the first "PANDA FAN" entity gathering center featuring Chengdu’s cultural travel and food experience and the image of GOGOPANDA brand landed in Melbourne’s CBD.
Please come in and go out because of the charm of Panda IP. This year’s "May Day" holiday, Japanese TV stations came to report "Huahua"; Short video platform, many foreigners share their visiting experiences. The city’s popularity and reputation are constantly improving in the online and offline interaction with IP with the characteristics of Chengdu panda.
This is the main function of Chengdu Panda International Tourism Resort. When interviewed by reporters, Ding Zhaorui, the person in charge of the Management Committee, said: "Chengdu Panda International Tourism Resort is Chengdu ‘ Three do better and become stronger ’ The key areas are responsible for the core functions of international exchanges. We will further enlarge and strengthen the Panda IP and let more people know about Chengdu through pandas. "
Not only does it enhance international influence, but Panda IP also brings economic benefits. During the May Day holiday, the Panda Base and Beihu Ecological Park in the resort alone received more than 440,000 tourists. According to the estimation of a platform’s Big Data Research Institute, buying a ticket to chengdu research base of giant panda, Sichuan, 50 yuan can drive local transportation, accommodation and other expenses to 1450 yuan. Gu Jiang pointed out that "Chengdu needs to form a complete panda IP industrial chain". Urban IP should form a sustainable, diversified and refined development model and bid farewell to the extensive ticket economy as soon as possible.
"A successful city IP should be the common result of culture-driven, technology-driven, demand-driven and spiritual satisfaction." Li Haigang, head of the culture and media research team of Shanghai Jiaotong University Industry Research Institute, believes that "the spiritual core of IP is particularly important." Because of such an IP spiritual core, "it directly points to the pain points of the public." Jiang Lin also saw the positive effect of Panda IP on people. "I wrote flowers not because she was angry, but because I saw an unhurried attitude and an indisputable character in her, and she could give people strength." Just like people crying with Lingnabel after experiencing the epidemic; Just as people rush to the panda base to see flowers when they are happy or sad, they may have a good impression on Meng Chong at first, and gradually become some kind of spiritual comfort and emotional resonance.
City IP can not only promote local economy and industrial development, but also has intangible and more valuable value, which is to enhance the city’s international reputation and become people’s spiritual sustenance.
In the survey, many experts said that Chengdu Giant Panda already has this potential, but it still needs to break through that layer of "paper", form a whole industry chain around IP, and constantly create incidents of explosion and circle, so that it can build a business with Panda IP.