IP is a topic that has attracted much attention in recent years, and the booming IP derivatives have grown into a new 10 billion market online.

New domestic forces are constantly pouring in

In 2023, Guochuang IP becomes a dark horse

Recently, Tmall New Life Research Institute and Tao IP Library released the top ten IP rankings in 2023 from the dimension of transaction and growth. It can be seen from the list that domestic emerging forces are constantly pouring into the market, the popularity of national IP is high in the opening year, and the commercial value of "light IP" continues to increase.

Among the top three of the "2023 IP Transaction Power List", the universe hero Ultraman and Mobile Suit Gundam held by Bandai Namco occupy two positions, while Wandering Earth 2 tore a hole due to more than 2 million yuan crowdfunding and rushed to the second place in the transaction list.

Unlike previous years, domestic IP accounted for 50% of the transaction list for the first time, and in addition to Wandering Earth 2, there were Genshin, Light and Night Love, Little Liu Duck, Xiaolan and his friends.

In the "2023 IP Soaring List", the popularity of national IP is more obvious: except for Disney's trendy IP star Delu, the remaining 9 soaring IP are all from China.

The development of the Internet has brought more opportunities for new IP, and emerging domestic forces continue to pour into online platforms: from "heavy IP" to "light IP", through memes, short videos and other works, there is a chance to grow into an IP loved by fans.

For example, the well-known cute emoji IP Xiao Liu Duck ranked 7th in the transaction list and 2nd in the soaring list; Recently, the new social favorite "Panda and Flowers" jumped to 9th place in the popularity soaring list, and the imitation panda quickly became a hit, and the peripheral sales of the "top" giant panda "Hehua" increased by 9 times.

Insight into market trends

Small IP grows into a big market

Animation, comics, games, film and television, tide play, memes, cultural creativity, artists, designers, park events... These areas are constantly producing new IP. How did these "IPs" quickly develop into a market of tens of billions?

First of all, the improvement of Chinese people's cultural self-confidence and the standardization of domestic emerging copyright in the online market have provided new opportunities for national IP.

At the same time, for new IPs, they do not have a mature licensing system and operation system, and face great challenges in commercialization. In this regard, e-commerce has also built a platform to enable online merchants to connect with the resources of IP parties.

In addition, based on the platform's insight into the consumer market and trend categories, the platform can match appropriate categories and brands to IP parties, promote cross-border cooperation among merchants, and greatly improve the efficiency of IP commercialization. For example, on the eve of the Spring Festival in the Year of the Rabbit this year, Timothy's team developed a floor mat peripheral for the Year of the Rabbit through Tao IP library and merchants, with sales reaching millions.

Light IP continues its vitality

The core is to produce new content

It is worth noting that in addition to some traditional big IPs derived from classic works and more well-known, how long can they be for some "light IPs" such as memes such as Little Liu Duck?

Mosa, general manager of Taobao Tmall toy industry, said that the reason why traditional IP can maintain popularity is because there is a strong content drive, such as traditional copyrights such as Disney and Warner, and there are core film and television complexes, which constantly promote the market to strengthen the understanding of core IP, so as to continue the popularity.

However, for light IPs such as emojis, there is no strong content support, so the continuation of their popularity, on the one hand, is through content extension, to encourage them to continue to produce new content that can be linked to users, and continue the core vitality of IP; On the other hand, it is to be known by more mass consumers through commodity cooperation, and to extend the life cycle through consumption.

Text/Reporter Chen Si