把握IP产业发展新趋势

Core Viewpoint - The article emphasizes the growing significance of Intellectual Property (IP) in China's economy and culture, highlighting its role as a new engine for consumer growth and the evolving trends in IP production, dissemination, and consumption [2][6]. Group 1: Production and Creation Trends - The method of IP creation has shifted from "storytelling" to "emotional connection," focusing on providing emotional projection for the public rather than solely narrating stories [2]. - Two mainstream paths for IP cultivation have emerged: digital cultural derivative IP and independent image IP, with the former leveraging the advantages of animation and gaming to meet contemporary spiritual needs [2]. - Independent image IP has gained global popularity by conveying emotional values and forming emotional links with users, moving the focus of IP creation towards emotional value [2][6]. Group 2: Dissemination Channels - Social platforms and user-generated content (UGC) have become crucial channels for IP dissemination, enabling interactive communication rather than one-way broadcasting [3]. - Users create and share related content, such as novels and memes, on social media, which significantly enhances the influence and visibility of IP [4]. Group 3: Consumption Patterns - Participatory and co-creative consumption has become a focal point for the development of the IP industry, with digital cultural IP consumption becoming more socialized, leading to the rise of the "Guzi economy" [5]. - The "Guzi economy," referring to the market for secondary products based on IP like comics and games, saw explosive growth, reaching a market size of 168.9 billion yuan in 2024, a 40.63% increase year-on-year, and is expected to exceed 300 billion yuan by 2029 [5]. - The development of image IP emphasizes user participation, with interactive consumption becoming a primary mode, and the impact of IP extends to various sectors, including cultural tourism and performing arts [5]. Group 4: Emotional Consumption and Market Trends - The trend of emotional consumption reflects a shift in social consumption values, with emotional value becoming a significant demand among the public [6]. - The market for cultural products with high emotional added value is rapidly growing, with the micro-short drama market reaching 50.44 billion yuan in 2024, a 34.9% increase, and stand-up comedy shows experiencing significant growth in both performance numbers and box office [6]. Group 5: Globalization and Innovation - Companies are encouraged to adopt a global perspective in IP production, creating culturally inclusive and easily understandable IP symbols [7]. - Support for the overseas expansion of light-narrative, interactive IP types is emphasized, along with the need for localized operations to tap into foreign markets [7]. Group 6: Long-term Operation Mechanisms - The article advocates for leading companies in the IP industry to establish long-term operational mechanisms, focusing on continuous innovation and user emotional experiences [8]. - Encouragement is given for cultural enterprises to cultivate evergreen IP through cross-media development, enhancing the market value and lifecycle of IP [8].