【IP 行业】解构 IP 商业化：内容、场景与消费的三元共振 20251008 摘要 中国 IP 行业规模已达千亿级别，增长迅速潜力巨大，但国产 IP 内容转化 率相对较低，后链路开发不足，与美国、日本等国相比，人均消费额及 产业链结构仍有较大差距，未来增长空间广阔。 商品授权是最常见的 IP 商业化模式，通常单位授权金可撬动 25 倍以上 商品 GMV，行业版税金率约为 5-10%。2022-2023 年商品授权占比超 过 50%，品牌联名占比近 30%，卡通动漫新增 IP 最多，玩具游艺、服 装饰品及食品饮料是被授权商主要领域。 千禧一代和 Z 世代是 IP 消费的核心受众，他们对情感消费需求强烈。国 内供应链的完善降低了衍生品生产成本和时间，加速了 IP 变现。文化出 海也为中国 IP 提供了更广阔的市场。 IP 价值可通过用户生命周期价值（LTV）模型衡量，其中情绪价值是关 键驱动因素，包括社交货币、情感陪伴及收藏价值。通过情感价值绑定 与生态闭环实现商业化爆发，以强大的内容驱动用户付费购买符号化周 边产品。 Q&A IP 授权是什么生意？其商业化如何实现？ IP 授权是一种品牌进化和深化的高级阶段。 ...

Core Viewpoint - The article emphasizes that effective tax policies should not merely focus on maximizing revenue but should be designed to enable businesses to thrive, thereby fostering economic growth and sustainable tax revenue generation [2][41]. Group 1: Overview of VAT Reform - The Ministry of Finance and the State Taxation Administration has solicited public opinions on the draft implementation regulations for the VAT law [3]. - VAT is a significant tax in China, projected to generate 6.57 trillion yuan in 2024, accounting for 38% of the total national tax revenue [4]. - The draft regulations consist of 57 articles covering key areas such as tax rate application, tax amount calculation, and tax incentives [7]. Group 2: Reasons for Reform - The reform is driven by the need to address multiple practical issues and development demands, including the complexity of the current VAT system established since 1994 [10][9]. - The new regulations aim to clarify who pays taxes, how much, and how deductions are managed, thereby reducing compliance costs for businesses [13][14]. Group 3: Key Changes in the Draft Regulations - Small-scale taxpayers can only upgrade their status and cannot revert to small-scale once classified as general taxpayers, closing loopholes for tax avoidance [15][16]. - The draft clarifies situations where input tax cannot be deducted, such as for personal consumption expenses, which simplifies accounting for businesses [19]. - The regulations tighten the rules around invoicing, preventing businesses from issuing false invoices to help clients save on taxes [20]. Group 4: Impact on Industries - Manufacturing and cross-border e-commerce are expected to benefit significantly from the new regulations, particularly due to clearer definitions of "overseas consumption" [25][28]. - The new rules allow for full deduction of input tax for equipment purchases under 5 million yuan, which can free up capital for businesses to invest in upgrades and R&D [24][26]. - The financial and real estate sectors will face stricter regulations regarding tax deductions, prompting businesses to be more vigilant about their expenses [34][36]. Group 5: New Opportunities and Challenges - The regulations may lead to the emergence of new professions, such as cross-border tax architects and digital tax management consultants, as businesses adapt to the new tax landscape [37]. - Companies may explore innovative strategies to optimize their tax burdens, such as forming cooperatives to benefit from tax exemptions [38].

Core Insights - The article highlights the record-breaking success of the animated film "Langlang Mountain Little Monster" in China's summer box office, emphasizing the continuous rise of domestic animated films [1][2] Group 1: Traditional IP - The first foundation of the rise of domestic animated films is rooted in traditional IPs, particularly the enduring appeal of "Journey to the West," which serves as a cultural cornerstone for storytelling [2] - "Langlang Mountain Little Monster" is considered a side story within the "Journey to the West" framework, showcasing the versatility of this narrative in various genres [1][2] Group 2: Artistic Craftsmanship - The second foundation lies in the meticulous craftsmanship of the production team, which comprised 600 members who refined over 1,800 scenes, demonstrating a commitment to quality and artistic integrity [2] - The film employs traditional Chinese artistic styles, such as ink wash and expressive line work, which resonate emotionally with audiences, reflecting a return to cultural roots [2] Group 3: Youth Engagement - The third foundation is the engagement of younger audiences, with 26% of viewers aged 25 to 29, indicating a shift where young adults are actively seeking out animated films for their own enjoyment rather than just as companions for children [2] - The integration of animated IPs into everyday life through merchandise, games, and themed events signifies the cultural impact and commercial potential of domestic animation [2]

Core Viewpoint - The article discusses the challenges faced by gaming companies in enforcing regulations on minors' gaming time due to the rise of account rental services that allow minors to bypass restrictions [1][2][3]. Group 1: Regulatory Challenges - Multiple gaming platforms, including Tencent, have implemented restrictions on minors' gaming time, allowing only 27 hours over two months during the summer [1]. - Despite these regulations, minors can easily rent adult-registered accounts online for a few yuan, effectively circumventing the gaming time limits [2][3]. - The National Press and Publication Administration had previously mandated that minors could only play games for one hour on weekends and holidays, highlighting the ongoing struggle to enforce these rules [1]. Group 2: Account Rental Market - A significant number of students are renting gaming accounts to access higher-level features and skins, with many reporting that their peers have engaged in this practice [2]. - Various merchants have capitalized on this loophole, offering account rental services on e-commerce platforms, despite claiming that minors are prohibited from purchasing [2][3]. - The rental process often involves using software that bypasses the verification systems, allowing minors to play without restrictions [3]. Group 3: Legal and Ethical Implications - The provision of rental services and associated software that bypasses verification is considered illegal, as it violates the terms set by gaming companies [4][5]. - While renting or selling personal gaming accounts may breach user agreements, it is not inherently illegal unless it involves minors attempting to circumvent regulations [5]. - The lack of specific regulations governing the rental of gaming accounts complicates enforcement, as many platforms operate within a gray area of legality [5].