明星成为IP的N种方式

Group 1 - The core idea of personal IP development reflects the public's demand for authentic and unique artist images, which is essential for enhancing the independent commercial value of stars beyond B-end market fluctuations [1][2] - The rise of new media platforms such as short videos, live streaming, and social media has significantly supported the development of personal IPs for celebrities [1][2] - The trend of personal IP development is not unique to China, as seen in the increasing importance of YouTube programs for Korean idols, surpassing traditional television shows [2] Group 2 - Social media has transformed the way stars construct their personas, shifting from a passive, highly packaged model to a more interactive and autonomous approach [8] - The emergence of platforms like Douyin and Xiaohongshu has become the preferred arena for stars to build their personas, emphasizing a more relatable and genuine connection with the audience [8][12] - The concept of "real person feeling" has gained traction, focusing on authentic daily moments and a more egalitarian relationship between stars and fans [8][12] Group 3 - The transition from long-form content to short videos has led to a consensus on the importance of deep content value and user engagement, influencing how stars develop their personal IPs [2][12] - Live streaming and customized content on platforms like Douyin have shown strong content carrying capacity and planning potential, allowing stars to redefine their public images [14][15] - Successful examples include Liu Genghong, who transitioned from a star to a top internet celebrity through engaging live fitness sessions during the pandemic [14] Group 4 - The integration of personal interests into the public persona of stars serves as an effective connection point with ordinary people, as seen with celebrities sharing hobbies on social media [13] - The development of cultural IPs requires stars to move beyond mere interest-based branding, establishing a strong association with specific cultural elements [17][18] - The case of Wang Jiaer and his "TEAMWANG" illustrates how a personal brand can evolve into a cultural ecosystem with commercial potential [18][19] Group 5 - The long-term sustainability of a star's IP is crucial for its vitality, as demonstrated by Chen Kun's "Walking Power" project, which evolved from a personal initiative to a broader cultural impact through various media formats [20] - The global shift in celebrity marketing is moving from a focus on traffic to deep operational strategies, as seen with figures like Billie Eilish and BLACKPINK's Jennie, who have successfully redefined their identities through personal IP development [21]