来源：环球网 12月23日，由浙江省网络视听协会、浙江省网络作家协会、嘉兴市文学艺术界联合会指导，咪咕数字传 媒有限公司、嘉兴市网络作家协会主办，桐乡市文学艺术界联合会协办的2025咪咕阅读创作者大会在嘉 兴圆满落幕。大会以"悦见每一束光"为主题，汇聚超百位网文作家、短剧编剧、影视制作团队以及IP行 业资深伙伴。 会上，中国移动咪咕数媒党委书记、董事长于航致辞讲话，回顾了过去一年咪咕在网文、短剧、AI剧 创作领域的丰硕成果。 荣誉加冕致敬创作者，全领域标杆引领行业风向 面向剧本创作者，签约政策升级，提供最高20%的永久分账比例与最高20万元签约保底金，叠加额外阶 梯激励。在服务端，"创作－改编－运营"全链条管家式服务正式落地， 涵盖"咪咕创作开放夜"在线创 作答疑，奖项申报、稿酬发放的全透明升级通道，改编开发专人对接，推出行业首个为创作者打造的纪 录片栏目《笔墨江湖》，助力作家打造个人品牌，为不同创作阶段的作者保驾护航。 在产业合作端，政策进一步深化"与好制作共赢"的理念：面向短剧制作方推出"繁星·沐光-星耀计划"， 通过分润比例提升、更长分账周期、高分剧本优先匹配等措施，重点扶持体育垂类短剧，并开放超头精 ...

Core Insights - The conference highlighted the challenges and opportunities in the IP (Intellectual Property) industry, focusing on the balance between commercial value and cultural significance [2][4]. Group 1: IP Development and Challenges - The over-commercialization of IP has led to user backlash and cultural disconnection, with some top IPs failing to meet lifecycle expectations after adaptation [2]. - There is a need for a collaborative mechanism between short-term profit-driven capital and long-term cultural value [2]. Group 2: Company Strategies and Innovations - Zulong Entertainment emphasizes high-quality content and technological innovation, focusing on global IP development and a dual strategy of enhancing mature markets while breaking into emerging ones [5]. - Suzhou 51 Studio integrates traditional Chinese culture into game design, creating immersive experiences that resonate with younger audiences [7]. - Youka Network aims to be the first entry point for young people to engage with traditional culture, leveraging innovative game design to enhance cultural recognition [9][10]. - Tohoku Shinsha shares insights on creating compelling IP through strong character development and diverse production resources [12]. - Sheng Tian Network's "Star Wings" demonstrates how niche products can thrive globally through community engagement and strategic partnerships [14][15]. Group 3: Cross-Industry Collaboration and AI Integration - Successful IPs often rely on strong partnerships that produce high-quality derivative works, emphasizing long-term value and reputation [17]. - AI technology is enhancing content production efficiency and lowering creative costs, allowing for greater user participation in IP development [17]. - Wenwen Group showcases a systematic approach to IP operation, focusing on top-tier content and cross-industry collaboration to drive growth [18]. Group 4: Longevity and Adaptation of IPs - SNK maintains the longevity of its IPs through continuous updates and cross-industry collaborations, ensuring relevance in a changing market [19]. - Hasbro emphasizes the importance of understanding consumer needs and building strong partnerships to sustain IP development [20]. - Binfeng Culture Group highlights the significance of a complete worldview and precise user targeting in successful IPs, promoting a feedback loop between IP and its derivatives [21].

Core Insights - The article highlights the significant growth of Pop Mart and Blokus in the toy industry, driven by innovative product design, effective market promotion, and global expansion strategies. Group 1: Financial Performance - In the first half of 2025, Pop Mart achieved revenue of 13.88 billion RMB, a year-on-year increase of 204.4%, with adjusted net profit reaching 4.71 billion RMB, up 362.8% [1][2] - Blokus reported revenue of 1.338 billion RMB, a 27.9% increase year-on-year, with adjusted profit of 320 million RMB, growing by 9.6% [1] Group 2: Product Innovation and Design - Pop Mart's product innovation is driven by a strong IP ecosystem, with 13 artist IPs generating over 100 million RMB each in the first half of 2025, including THE MONSTERS and MOLLY, which saw revenue growth of 668.0% and 73.5% respectively [2][5] - The plush toy category for Pop Mart generated approximately 6.14 billion RMB, a staggering increase of 1276.2%, marking a shift in consumer preferences [5][6] Group 3: Market Promotion Strategies - Pop Mart has expanded its offline presence with 571 stores across 18 countries, adding 40 new stores in the first half of the year, and operates 2,597 robot stores [11][14] - Blokus has a robust offline distribution network with over 500 dealers covering 150,000 outlets, with offline sales accounting for 90.6% of total revenue, reflecting strong demand in lower-tier cities [15][17] Group 4: Global Expansion Strategies - Pop Mart's regional headquarters strategy has led to significant revenue growth in the Americas (1142.3%) and Europe (729.2%), enhancing its global brand influence [20] - Blokus has established localized teams in Europe, achieving overseas revenue of over 111 million RMB, a year-on-year increase of 898.6%, with the US and Indonesia being the top markets [21] Group 5: Consumer Engagement and Membership - Pop Mart's digital membership strategy has resulted in 59.12 million registered members, contributing 91.2% of sales, with a member repurchase rate of 50.8% [14] - Blokus has introduced appealing products targeting female consumers, simplifying assembly processes to attract a broader audience [9]