金山软件龚道军：解码IP消费的核心逻辑｜直击新消费大会

Core Insights - The conference "New Consumption Conference" held on December 17 in Shanghai highlighted the significance of IP (Intellectual Property) in the consumer industry, with a focus on its definition and logic [1] - The speaker, Gong Daojun from Kingsoft, emphasized the need for a common understanding of IP and proposed a two-dimensional analysis method to categorize IP products based on narrative and interactivity [2][4] Group 1: IP Definition and Analysis - Gong Daojun stated that IP has become a frequent term, yet there is no consensus on its definition and logic within the industry [1] - He introduced a "two-dimensional quadrant analysis" with "narrative" and "interactivity" as axes to classify entertainment IP products [2] - The highest form of IP experience is represented by video games, which offer high narrative and high interactivity, providing strong immersion [2] Group 2: Cultural Flow and IP Development - The historical trajectory of cultural flow and IP consumption was reviewed, detailing the entry of foreign entertainment IP into China and the globalization of Chinese IP [4][5] - Key phases included early entry through Eastern European films in the 50s and 60s, the popularization of Japanese anime and Hollywood films in the 80s, and the rapid penetration of Korean culture post-2000 [4] - The gaming sector's evolution was highlighted, from arcade games in the 80s to the rise of online gaming in the 2000s, driven by technological advancements [4] Group 3: Chinese IP Going Global - Gong Daojun shared notable examples of successful Chinese IP going global, such as Kingsoft's "Jian Xia Qing Yuan" capturing 70% of the Vietnamese market in 2005 [5] - He identified three core elements for successful IP dissemination: cultural resonance, a complete localization production system, and the ability to scale globally [5] - Two main paths for Chinese IP going global were outlined: targeting mainstream global markets with games and focusing on niche segments with products like toys and web literature [5] Group 4: Future Outlook - Gong Daojun concluded that Kingsoft, as a technology company, has significant potential for cross-industry integration in areas like office software, gaming, and cloud services [6] - He expressed confidence that Chinese companies can create globally influential IP brands, facilitating cultural exchange between East and West [6]