圆桌对话：跨界联名不止“流量互换”，数字文创加速走向“二次破圈”

Core Insights - The 2025 Global Cultural IP Industry Development Conference will be held in Shanghai on December 26-27, focusing on cross-border collaboration, derivative development, and fan economy [1][11] - The roundtable discussion emphasized that the underlying logic of cross-border collaboration is "value resonance" rather than mere "traffic exchange" [7][10] Group 1: Cross-Border Collaboration - The key to successful brand collaboration lies in understanding user profiles and mentalities, aiming for a co-creation approach that achieves "1+1 greater than 2" [5][9] - Successful partnerships should not focus on one-way traffic but rather on creating a sustainable symbiotic relationship through shared values [5][10] Group 2: Digital Asset Transformation - The process of transforming real assets into digital assets involves meticulous planning, scanning, and standardization to ensure multi-platform adaptability [6][10] - The digitalization process can be likened to film production, where pre-selection and planning determine the value of the material, and rigorous scanning processes are essential [6][9] Group 3: Productization and Commercialization - The transition from "hit products" to a "product matrix" allows for the extension of cultural narratives into related product categories, enhancing capabilities across various fields [10] - Platforms should select IP based on user demographics, with a focus on anime and second-dimensional content for younger audiences [10] Group 4: Future Outlook - Industry experts foresee a shift towards breaking boundaries and ecological collaboration, moving beyond single digital collectible forms to a combination of virtual and real-world interactions [10] - The emphasis on compliance and standardization will lead to broader participation in digital cultural creation, viewed as a viable business opportunity [10]