从长寿IP“高达”看如何将IP魅力发挥到最大值

Core Insights - The China International Digital Entertainment Industry Conference (CDEC) was held in Shanghai alongside ChinaJoy, focusing on the emotional value and consumer dynamics of IP in the digital age [1] - The newly added ChinaJoy IP Conference aimed to explore how IP development can achieve breakthroughs in both emotional resonance and commercial value [1] Group 1: IP Development Strategies - The conference featured executives from renowned companies such as Chinese Online, Yu Wen Group, Bandai Namco, and Walt Disney, sharing insights on IP cultivation strategies [1] - Bandai Namco's General Manager, Nakajima Tomofumi, highlighted the success of the "Mobile Suit Gundam" IP, which has evolved into a vast industry encompassing various media forms since its debut in 1979 [1][10] Group 2: Key Elements for IP Success - Nakajima emphasized five crucial elements for maximizing IP appeal, with compelling characters and storylines being paramount for fan engagement [10] - The "Gundam" franchise has produced over 40 works, each with unique themes and characters, contributing to its longevity and sustained fan interest [10] Group 3: Brand Strategy and Market Adaptation - A robust brand strategy is essential for long-term IP presence in fans' minds, as demonstrated by "Gundam" breaking traditional animation norms and establishing a new concept in the genre [10][11] - Bandai Namco employs a diversified business strategy across anime, games, films, and merchandise, allowing for broader fan engagement and maximizing IP value [11] - The company adapts to market trends and consumer demands, particularly in China, by developing targeted products and marketing strategies [11]