版交会聚焦版权跨界融合,专家学者为撬动全产业链出谋划策

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没有交叉,没有IP,看看IP如何通过一切

本次展会将重点关注版权的跨境整合,专家学者将为煽动整个产业链提出建议

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半岛报道葛新鹏高晓飞刘玉琪

授权传统加工企业改造,知识产权赋权年产值超过30亿元。游戏《愤怒的小鸟》改编成电影,全球票房收入3.5亿美元,与食品和服装的合作继续扩大。一个受欢迎的综艺节目可以推动时尚品牌,日用品和粉丝周围的产品。基于中国传统文化,以唐代女仆形象为基础的卡通人物“唐牛”,可以与万物相结合,甚至成为城市代言人。

7月6日上午,在2019年青岛国际版权交易会,蓝谷知识产权国际高峰论坛上,行业专家在会上给出了“跨界:知识产权开放全行业”的生动生动体验。以自己的行业发展经验。案件。

以知识产权为支点创建知识产权生态系统

红方文化董事长郑波率先发表主题演讲,从知识产权链接的角度,结合红场转型与发展的过程,分享知识产权跨境的经验和感受。

郑波在致辞中分享了红坊与银行,餐馆,牙膏等跨境合作的案例,建立了以知识产权为支撑,实现双赢的知识产权生态系统。 “去年,我们与云南白药合作推出儿童牙膏,这种牙膏在儿童中非常受欢迎。”他提到一些老式公司质量非常好。如果他们可以与年轻的高质量IP联系起来,那么很容易为旧的品牌价值增添新的能力。成功的交叉。洪芳与飞跃的跨境合作是一个很好的案例。 “飞跃白鞋的质量非常好。一双鞋的价格只有几十元。与知名知识产权品牌Tokidoki(淘道奇)的跨界合作价格已经四足,10,000双是很快卖光了。“旧品牌对新IP的影响,这种转型影响非常巨大。

他的结论是IP确实可以链接所有内容,但找到适合您的IP非常重要。 “哪种IP适合您的产品和质量,您需要诠释适合您自己产品的人,以实现跨境生活,并带出您品牌的活力。”

从游戏到泛玩娱乐,愤怒的小鸟如何能够跨界玩耍

《愤怒的小鸟》是我们非常熟悉的知识产权,它的经典人物形象已经深入人心。在论坛上,愤怒的小鸟中国和东北亚副总裁叶小军带来了从游戏公司转变为泛娱乐文化企业的过程。通过跨境合作和品牌授权,知识产权不断创造价值。

叶夏军说,作为泛娱乐品牌公司,该公司的品牌授权非常大,“包括内容授权,电影,短片,出版物,甚至是舞台剧。” 2016年第一部《愤怒的小鸟》电影全球拍摄3.5亿美元,今年8月,第二部大片将与观众见面,“我们进一步深化和发展了这只鸟的形象,并增添了许多新角色,赋予品牌更多的可能性。“

除了品牌授权外,叶夏军还介绍说,公司还将与NBA和NASA进行跨境合作。一方面,通过双方的合作,产生了更大正能量的社会效应,同时也为品牌带来了更多的利益和可及性。 “当然,我们还将与其他流行的IP合作。”叶夏军展示了2018年“嘴猴与愤怒的小鸟”的限量版。照片中的大嘴猴有着同样愤怒的眉毛,充满了乐趣。 “我们不断尝试越过这样的边界,所以除了今年的商品,我们将与食品,游戏和更多行业合作,”叶夏军说。

爱奇艺的知识产权授权和新的跨界营销探索

基础知识产权衍生价值并继续引领趋势文化。爱奇艺IP增值业务部总经理袁嘉璐在论坛上提出了爱奇艺在知识产权许可和知识产权增值方面的案例。

袁嘉璐说,现在依奇一的收入模式是两个三元组,即成员和广告。在商业模式中,除了传统的产品许可模式外,爱奇艺还拥有联合营销模式,物理娱乐和数字娱乐。

在论坛上,袁嘉璐介绍了爱奇艺推出的流行综艺节目《青春有你》和《中国新说唱》,如何与其他消费产品实现跨境营销。 “在我们的产品型号中,我们有节目的图标,偶像艺术品等,以及一些当前的时尚,日用品,以及粉丝提供的产品的授权,以及该计划中的道具和联合营销。主题商店。“在最新的案例中,爱奇艺和青岛纯生啤酒开展了跨界合作,有更好的混合内容,趋势音乐和商业品牌。

袁嘉璐表示,爱奇艺目前正在为自制内容,虚拟化身和版权代理机构进行知识产权授权,以建立完整的生态链。她强调,“知识产权增值的核心应该回归知识产权本身,再次从情感中创造更好的商业价值。”

在知识产权时代,用中国故事创造中国品牌创作

High eyebrows, face like a full moon, full body, wide-sleeved dress, "Tang Niu" appeared quickly, quickly won the netizens' love. The original image based on the Tang Shi maid has become a famous IP. In this forum, Tang Niu's creator Xia Qiaohe Brand Culture Communication Co. Ltd. founder Qiao Qiao shared the process of Tang Niu from birth to the country.

Qiao Qiao introduced that the appearance of Tang Niu began with the purpose of telling the story of Tang culture. Finally, the Tang dynasty maid was selected from the collections of the Shaanxi Museum, and the Tang dynasty from the Q version was changed to become the Q version of Tang Niu. Cute, more cute, but also retain the characteristics of traditional Chinese traditional painting. After that, after a series of attempts, Tang Niu from the Q version of the image, to Wen Chuang to the "net red" city image representative, and finally to the real person Tang Niu played, more and more play to make this IP more lively, but also let A traditional culture is more oriented, and Jojo admits that "IP is really a process of diversification."

According to the "Tang Niu" model, Jojo found a new way of thinking, retaining the painting characteristics of Chinese painting, retaining the model of Wenchuang grafting, and also trying to make animation and entertainment. "I hope to establish a matrix of Chinese museums and even Chinese culture IP in the future. I also hope that the culture of each city will be combined with local characteristics, grafted into products, grafted into IP, and finally form the Chinese brand of this era."

Round table dialogue

In the round-table dialogue session, well-known and authorized industry entrepreneurs sat together for brainstorming and made a clearer interpretation of IP cross-border cooperation.

xxZheng Bo proposed red spinning as a beneficiary of IP cross-border. "The development of Hongfang is based on clothing, branding IP, and displaying food, daily necessities and consumer goods together." Especially in the past three years, Hongfang has been looking for more partners to bring development opportunities to its own enterprises. At the same time, it also drives more enterprises to embark on the path of transformation and development through the influence of its own IP. More companies find partners who match their own positioning and feel the joy and results brought by cross-border."

From the perspective of brand development, Ye Xiajun further explained the cross-border. On the one hand, the brand itself needs to extend from an original field, and between enterprises and enterprises, IP and IP can also be combined. In terms of each IP, each IP has its own personality and energy. When working with other business partner brands, the two sides are far more than 1+1 concept, which will lead to new concepts and new business opportunities.”

As the only authorized company in the roundtable forum, Chen Ruiwu, president of Hong Kong Jinwang Food International Co. Ltd. shared his experience of cooperation with IP, 2004 Stephen Chow movie《功夫》The lollipop with the fire of Jinwang Food, "ex-factory price is only 2 blocks 8, the market retail price is sold to 50 pieces, we produce it every day to air to the cinemas across the country, the first time I tried the value of IP. "Golden Rule", to find a good IP, because it comes with traffic, to have good products, to have good channels, and to have a good IP operation team.

xx拥有《超级飞侠》,《喜羊羊与灰太狼》,《巴啦啦小魔仙》等IP的奥菲娱乐有限公司已通过授权方式渗透到各种格式,商业实现也成为强大的竞争力。欧飞娱乐有限公司总裁兼许可部总经理罗晓星在圆桌论坛上表示,良好的知识产权应与消费相结合。首先,知识产权本身应该是好的内容,其次知识产权本身具有传播的能力。第三是IP必须与产品高度集成,良好的品质可以打动消费者。

这次圆桌论坛是一个明星聚会,不仅是国内知识产权跨境支持的行业专家,也是外国行业代表的参与。 Pucca授权董事长(韩国)Sangseok Lee分享了Pucca品牌在国际发展中的经验,“Pucca品牌创建于2000年,当时没有强大的动画部分,我们通过新媒体部分的短视频部分曝光和发现迪士尼是世界上非常重要的合作伙伴。“他总结道:“要找到一个知识产权许可人,你必须找到一个好的,合适的合作伙伴,不一定是最大的,但它必须最适合你的品牌发展。”

加州教育部外交部前主任,加州亚太事务委员会前秘书长马振义出生于即墨,但他出生在即墨市。这次回家让他深受感动。 “到目前为止,中国已经进行了四十年的改革开放。从经济不景气转向生产性经济,现在转向创新型文化经济,这是一个很好的趋势。”结合他在美国的版权发展经验,他指出,“在美国,创新是世界的领导者。创新的基础是教育。如果你没有开放式的,没有创新教育,难以培养。创新人才。“

As Ma Zhenyi said, the copyright industry needs to develop in a healthy and orderly manner, and the empowerment industry can be strong. All of these require a good environment and soil. In the roundtable forum, Zheng Bo reaffirmed the importance of respecting intellectual property rights. In this emerging industry, talents are of the utmost importance. "Protection is good, talents are well cultivated, and in this big blue sea, who will first benefit first." Ye Xiajun believes that with a strong manufacturing background, more and more national brands and ethnic products will grow up. "In the future, we must develop China's intellectual creation. The environment of education is very important. We must input the knowledge and local platform. Combined, this is an important part of IP development."

Luo Xiaoxing is a teacher of the IP Authorization class at Tsinghua University. He believes that there will be an authorized profession in China in the future. "I hope that Shandong or Qingdao also have schools that are willing to go out of this step to try. This is the most successful commercialization of the IP industry to the later stage. The key piece."

xx