从“产品输出”悄然升级为“IP引领”

Group 1 - Jiangsu's cultural enterprises achieved a total operating income of 1,218.9 billion yuan in the first three quarters of 2025, marking a year-on-year growth of 6.9% [1] - The development model has shifted from traditional "product output" to creating cultural IPs or collaborating with IPs for value empowerment, leading to a transformation in the creation, production, and dissemination of products [1] - This transition is accelerating the cultural industry's move from "scale expansion" to "quality improvement" [1] Group 2 - The core of cultural creative enterprises is IP, which is considered the soul of the product, emphasizing the need for genuine cultural IP that requires careful nurturing [2] - The "Jin Tong Tong" IP, inspired by the sycamore leaf, was developed to resonate emotionally with consumers, reflecting a shift towards creating meaningful cultural products [2][3] - The sales of the first core product related to "Jin Tong Tong" have exceeded 10,000 units, demonstrating the market's response to the concept of soulful IP [3] Group 3 - The immersive performance "Dream of Red Mansions" has been staged over 390 times, attracting nearly 45,000 visitors with an average occupancy rate of over 80% [4] - The "AI Cao" concept was developed to enhance audience engagement, supported by a specialized model that achieves a high accuracy rate in knowledge interaction [4][5] - "AI Cao" has facilitated over 25,000 online interactions and generated more than 3.5 million words of text, contributing to the continuous evolution of the performance content [5][6] Group 4 - The Jinling Gold Foil Group aims to integrate traditional craftsmanship into everyday life by collaborating with various well-known IPs, expanding the reach of non-material cultural heritage [7] - The company has developed a range of lifestyle products, including phone cases and hand creams, that incorporate gold foil, making traditional techniques more accessible [7][8] - Innovative collaborations, such as with Starbucks for a membership card, showcase the potential of gold foil in modern consumer products [8] Group 5 - The recent policies emphasize the importance of developing original cultural IPs that reflect local heritage and can drive service consumption [9] - There is a growing demand for emotional value in products, particularly among younger consumers who prefer unique IPs over generic items [9][10] - The challenge for Jiangsu's cultural enterprises lies in the need for patience and dedication to create original IPs rather than focusing on quick profits from processing [10][11]