He ala maikaʻi loa ka hana ʻana i ka IP o nā keiki

IPʻO ka pōkole o ka "waiwai naʻauao", ʻo kona ʻano kumu ʻo "ka ʻike (waiwai) kuleana" a i ʻole "ka waiwai naʻauao (waiwai) kuleana, he kuleana waiwai intangible, i nā manawa he nui, aneane hiki ʻole ke loaʻa kahi kikoʻī loa, he mea ia. ʻano kiʻi, manaʻo, brand a me nā hui pluralistic ʻē aʻe.

Moʻolelo "hou" IP o nā keiki

Ua ʻike paha ʻoe i nā kiʻi paʻi kiʻi e like me ka ʻumeke Brothers a me Pleasant Goat a me Big Big Wolf no nā manawa he nui, akā ʻo ka ʻoiaʻiʻo, he wehewehe ʻē aʻe ko lākou, i kapa ʻia ʻo IP no nā keiki, a ʻo ia ka moʻolelo "hou" o nā huahana maʻiʻo hoʻonaʻauao mua. . Ua ʻōlelo ʻo Yang Wei, Luna Hoʻokele o Bewa Children's Song, i ka wā e hiki mai ana, e hana ʻo Bewa i IP ikaika i ke kula o nā keiki, a hoʻohana i ka brand IP e hana i kahi puka ākea o kakeiki cmea hoʻohanaʻoihana waiwai.

"Mai ka hana ʻana o Dona, ua nānā nui mākou i ka hoʻomohala ʻana i nā set IP. He malleable loa kā mākou mau IP IP, a ua kapa ʻia lākou ma hope o ka "meaʻai gourmet". ʻO ka inoa Pelekane ʻo Dona ʻo 'donut'.” "Dona" ka luna o New Oriental Chen Wanqing i ʻōlelo ai.

ʻOiaʻiʻo, ʻaʻole he manaʻo hou ʻo IP. ʻO kekahi o ka hoʻokūkū koʻikoʻi o nā hōʻailona hoʻonaʻauao kamaliʻi maʻamau e like me Disney, Qiaohu a me DORA ʻo ia ka mana IP i kahi manawa lōʻihi. No nā poʻe ʻoihana pūnaewele i kēia manawa i hoʻolaʻa ʻia i nā huahana mea kūʻai aku a nā keiki, ʻo IP kekahi kumu waiwai nui a lākou e hilinaʻi ai.

Ma lalo o ke komo ikaika o ke kapikala, ua lilo ʻo IP i huaʻōlelo wela, ma ke kiʻiʻoniʻoni a me ke kīwī, ʻike pinepine ʻia nā pāʻani a me nā ʻoihana ʻoliʻoli ʻē aʻe. Ma ke kahua o nā keiki, pili pū ka IP, akā ʻo ka hapa nui o ka kamaʻilio e pili ana i nā huahana haole - Disney, Tiger, DORA, SpongeBob Squarepants, Teletubbies a me nā IP maʻamau.

Eia naʻe, ʻoiaʻiʻo, ʻaʻole like kēia IP i ke ʻano. Mai kahi hiʻohiʻona hoʻonaʻauao maʻemaʻe, hiki ke hoʻokaʻawale ʻia kēia mau IP i ʻelua ʻano: inā lawelawe ʻo IP i ke kumu o ka hoʻonaʻauao, ua kapa ʻia ʻo "IP hoʻonaʻauao"; inā hoʻohana ka hoʻonaʻauao i ka waiwai o IP, ua kapa ʻia ʻo IP leʻaleʻa. Hiki ke kapa ʻia ʻo "Disney" ka ʻelele o ka IP leʻaleʻa; Hiki ke kapa ʻia ʻo "Qiaohu" i ʻelele o ka IP hoʻonaʻauao, ʻoiai ua kapa ʻia ka hybrid ʻo "DORA". ʻO ka papahana TV hoʻonaʻauao mua ʻepekema mua o Kina "Building Blocks Baby in the World" ke holomua nei i ka "IP hoʻonaʻauao".

Hoʻoikaika ka IP i ka ʻike hōʻailona

Ua ʻōlelo ʻo Xu Keqian, ka mea nāna i hoʻokumu i ka Shadow Puppeteer, ʻoi aku ka nui o ka hoʻonaʻauao IP i ka wā e hiki mai ana. Ma ʻaneʻi, manaʻo ʻo ia he mau kumu: ʻO ka mea mua, ʻo ke kahua hoʻonaʻauao e hoʻokō i nā kūlana o ka hānau ʻana o IP. Aia ka IP hoʻonaʻauao a me ka hoʻopaʻa puke puke, e hoʻomau i ka ʻike ʻia ma ka ʻaoʻao o nā keiki, e lilo i mea pono maoli; ʻO ka lua, ʻo ka hoʻonaʻauao kahi mākeke branded loa. ʻO kahi laʻana, ʻo New Oriental a me Hao Future, i helu ʻia ma ka mākeke kūʻai, ʻo kā lākou ʻoi aku ka maikaʻi ma kā lākou brand. No nā mākua o nā mea kūʻai aku, he mea nui ka brand i kā lākou hoʻoholo ʻai. I nā manawa he nui, he mea nui ka IP o ka brand, e hoʻonui ana i ka ʻike o ka lehulehu i ka brand.

I ka wā e hiki mai ana, e lilo ka IP i mea nui ma ka ʻoihana hoʻonaʻauao. I kēia manawa, mai ka hiʻohiʻona o ka mākeke hoʻonaʻauao holoʻokoʻa, ʻo ka noi a me ka noʻonoʻo ʻana i ka IP i ka mākeke hoʻonaʻauao mua ʻoi aku ka ʻokiʻoki. Mai ka makahiki 2010, ua hoʻomaka ka mākeke noi a nā keiki i ka nānā ʻana i nā polokalamu maʻiʻo, a ua hoʻokumu i kahi ʻano o nā kiʻi IP hoʻonaʻauao pūnaewele. No ka laʻana, lawe ʻo Bao Bao Bus i ka panda i kona kiʻi nui; Ua koho ʻo Beva i ka beaver; Ua koho ʻo Donner i ka liona; Ua koho ka Tin Woodman iā JoJo ka moa; ʻO ka deragona hoa liʻiliʻi he deragona Komohana maikaʻi; ʻO ka koho honua a ka pēpē i koho ʻia ʻo ia ke poʻo, ka pōʻai a me ka huinakolu ʻekolu mau kiʻi maʻamau i loaʻa mai nā kiʻi nani ʻekolu o Cong Cong, Ling Ling, ikaika, maopopo, ke hoʻokumu nei kēia poʻe i kā lākou IP hoʻonaʻauao hou.

ʻO ka Animation kahi ala maikaʻi loa e kūkulu ai i IP

I kēia manawa, ikaika mau ke kīwī ma ke ʻano he ala. ʻO TV ke kikowaena o nā hana ʻohana. Ma ka manawa like, ma ka hoʻohui ʻana i nā kīwī TV kuʻuna, ua hoʻomaka pū ka kūʻai ʻana mai o ka TV akamai e piʻi aʻe. Hiki ke ʻōlelo ʻia ʻo ke kuleana o ka TV i ka hoʻonaʻauao mua ʻana o nā keiki i ka wā e hiki mai ana e "hoʻonui" a ʻaʻole "hoʻemi". No nā kamaliʻi, ʻo ka animation a i ʻole nā ​​hōʻike like ʻole kekahi o nā mea koʻikoʻi e nānā ai ma ka TV a he ala nui no IP.

Akā, inā ʻike mākou mai ka ʻike, aneane hiki ʻole ke hoʻomanaʻo iā ʻoe me ka ʻole o 300 mau ʻāpana. Ua ʻoi aku ma mua o 100 mau ʻāpana o ka animation, e komo pū me My Naughty Cats, Pleasant Goat a me Boonie Bears, ʻoiai ʻo Building Blocks Baby i ʻoi aku ma mua o 500 mau ʻāpana o ka ʻike kumu. I ka manawa like, he mea koʻikoʻi nō hoʻi nā ala hoʻolaha. Ma Iune 2016, ua hoʻolaha ʻia ʻo "Building Blocks Baby Make It in the World" ma o nā keʻena TV ʻoi aku ma mua o 70, 10 mau pūnaewele wikiō koʻikoʻi, 10 pahu TV, 5 IPtvs a me 70 mau pahu kelepona, me nā mea hoʻohana ma mua o 10 miliona a ʻoi aku ma mua o 5 miliona mau mea hoʻohana ikaika i kēlā me kēia mahina. Ma ke ʻano he hōʻikeʻike kanaka maoli, ua pāʻani kona mau kahua ponoʻī ma luna o 100 miliona mau wikiō, a ua pāʻani ʻia nā papa hana hui ʻekolu a me nā paepae kikohoʻe he 500 miliona mau wikiō.

No laila, "wikiō punaewele + pōkole wikiō" mea he koho maikaʻi, no ka mea, ua ho'ēmi nuiʻia ka hana a me ka haawi ana i na koina, a me ka wikiō punaewele keiki mua hoʻonaʻauao maikaʻi maʻiʻo nele, akā, ua nui ka koi, no laila, pinepine ka manaʻo o ka hui 'ana. ʻO ka hoʻolālā, a ua maikaʻi hoʻi nā kūlana, hiki ke ʻōlelo ʻia he ala maikaʻi e kūkulu ai i IP.