Core Insights - The evolution of knowledge content dissemination is marked by a shift from traditional media to audio platforms and now to short video live streaming, with personal knowledge IP emerging as a significant force in the cultural industry [1] - The CEO of Beijing Hesheng Zaiwu Cultural Media Co., Ltd. emphasizes the commercial value of personal IP, which can rival that of some listed companies, but highlights the need for capital and systematic operations for scalable development [1][6] - A case study illustrates a five-person team generating over 10 million yuan in monthly transactions by teaching classic literature on platforms like Douyin, showcasing the immense potential of the personal IP sector [1][6] Industry Evolution - The cultural content industry can be divided into three stages: the print media era, the portal website era, and the current self-media era characterized by short videos and live streaming [2] - The self-media era allows for direct and frequent interaction between creators and audiences, enhancing emotional resonance and dissemination efficiency [2] - The path to building knowledge IP has transformed, with creators now utilizing various media formats, including books, audio courses, and short videos, to maximize their reach [2] Competitive Dimensions of IP - The competition for sustainable and competitive knowledge IP can be categorized into three levels: cognitive competition, value competition, and recognition [3][4] - Cognitive competition focuses on the depth of understanding of industry trends and user needs, which determines the potential for value acquisition [3] - Value competition emphasizes the importance of long-termism and sustainable business models, which help build user trust [3][5] - Recognition involves creating a clear and differentiated identity for the IP, enabling users to easily identify and remember it amidst a crowded market [4][5] Capital and Scale Challenges - The upcoming Guangdong-Hong Kong-Macao Greater Bay Area Cultural Investment Conference is seen as a crucial opportunity to address the challenges of scaling personal IP and securing capital support [6][7] - Traditional financial institutions often overlook personal IP due to their smaller scale, despite their impressive commercial efficiency [6] - The knowledge payment sector is highlighted for its high profit margins and favorable cost structure, with successful personal IPs generating profits comparable to listed companies [6] Future Aspirations - The company aims to explore scalable paths for quality IP, leveraging internet media to disseminate culture and positive values to a broader audience [7] - There is a strong desire to establish a presence in the Greater Bay Area and collaborate with influential IP creators to contribute to the region's cultural prosperity [7]

从纸质书籍到音频平台，再到席卷而来的短视频直播，知识内容的传播形态正经历着前所未有的演进。 在这一变革浪潮中，个人知识IP以其轻量、灵活且极具商业潜力的特质，正成长为文化产业中一股不可 忽视的新势力。 在近日接受21世纪经济报道记者专访时，北京合生载物文化传媒有限公司（以下简称"合生载物"）CEO 蒋香香指出，个人IP的商业价值已能比肩部分上市公司，但其规模化发展亟需资本与系统性运营的加 持。 她分享了公司合作的一个典型案例：一个仅5人团队的知识IP，通过精细化运营在抖音等平台教授经典 名著，月交易额突破一千万，展现出个人IP赛道的巨大潜力。 蒋香香呼吁投资界将目光投向这一高潜能赛道，并希望借助即将到来的粤港澳大湾区文化产业投资大 会，为优质内容创作者对接资源。 她表示，文投会将是探索个人IP产业化路径的重要平台，有望为大湾区文化内容生态注入新的活力，共 同推动个人IP从"单兵作战"迈向"阵地作战"的规模化发展新阶段。 （原标题：21专访｜合生载物蒋香香：文投会，个人IP规模化发展的新起点） 21世纪经济报道 记者 崔文静 北京报道 而最高层次的竞争，在于"辨识度"。 "当一群IP都具备相似的正面价值观时，用 ...