Netflix日本十周年，如何将自己炼成IP

Core Insights - Netflix has become a significant player in the Japanese market within ten years, offering a wide range of content from global hits to local productions [1] - The company is celebrating its tenth anniversary in Japan with an immersive event in Shibuya, showcasing its past achievements and future projects [1][6] Group 1: Event Highlights - The anniversary event features a large logo in Shibuya, with the first floor open to the public, offering free popcorn and a commemorative magazine [3][8] - The second and third floors require reservations and include interactive exhibits based on popular Netflix shows, emphasizing the brand's immersive experience [6][10] - Popular attractions include games from "Squid Game" and themed setups from "Alice in Borderland," showcasing Netflix as more than just a content platform [5][10] Group 2: Brand Strategy - Netflix aims to transform itself into a brand that can be experienced and consumed, positioning itself as a "super IP" rather than just a content provider [5][15] - The event reflects a strategic shift where Netflix focuses on local content creation to enhance user engagement and brand loyalty [14][24] - The celebration reinforces the idea that Netflix is not solely reliant on global hits but is building a strong local presence through continuous content development [14][20] Group 3: Industry Implications - The approach taken by Netflix serves as a model for domestic long-video platforms, which often struggle to create lasting brand identities beyond individual hits [23][24] - The concept of "platform as IP" allows Netflix to maintain user relationships through various experiences, even if specific content does not perform well [24][26] - The message "Next Episode" not only invites users to continue engaging with Netflix but also serves as a reminder for the industry to focus on building brand stories rather than just chasing the next hit [26]