iQIYI(US:IQ) Jing Ji Guan Cha Bao·2025-07-27 07:43Core Insights - The article discusses the importance of emotional resonance in building urban cultural tourism brands, particularly among young consumers, emphasizing the role of quality IP content in creating lasting commercial value and city influence [1][2] Group 1: Emotional Resonance and IP - The core driving force for contemporary young travelers is "spiritual necessity," highlighting the critical role of emotional resonance in urban cultural tourism brand development [2] - The case study of the show "Planting Land" illustrates how quality IP can serve as an emotional entry point for young users, achieving high ratings and transforming a location into a popular destination [2] Group 2: Innovative Marketing Strategies - The company employs an "open-loop ecosystem" marketing strategy, utilizing a content matrix of long videos, short videos, and live broadcasts to maximize IP value [2] - The "518 Love Day" event, derived from the "Planting Land" series, exemplifies how IP can create commercial value by linking multiple enterprises [2] Group 3: IP as a City Brand - Quality IP can act as a "city business card," telling urban stories and serving as a "traffic password" for effective communication [2] - The company aims to achieve long-term retention of audience engagement through new business formats like offline parks and immersive theaters [2] Group 4: Advertising Innovations - The company has launched an upgraded advertising platform called "Qiju," which integrates brand and performance advertising to enhance the efficiency of quality traffic monetization [3] - Innovative technologies such as AI-driven content integration are being utilized to improve advertising effectiveness and user experience [3] Group 5: Strategic Planning in Content Marketing - The company is focused on a "long + short" content ecosystem, maintaining its core strength in long videos while expanding into short-form content to meet diverse consumer needs [5] - The strategy includes breaking down IP into various formats and leveraging different media channels for rapid content iteration and user interaction [5]