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Ding Hello dear players!Thanks to your love and companionship, Glory 11 District will open at 00:00 a.m. on December 3rd, please prepare a zero-level account card to avoid login errors and lag, affecting the game experience, if you are unable to enter the novice village, please log in to the game at a staggered peak, thank you again for your support, I wish you a happy game, and Glory is with you. Ten years of glory, as always, it is because of your existence that glory has become a prosperous age, dear players, I wish you a pleasant experience. ”
The story of "Full Time Master" ended in 2014, but for nearly a decade, the imagination and depiction of that parallel universe have never stopped.
Internet access?Here, please", the six big characters written next to Ye Xiu's humanoid stand once again took fans back to the starting point of the glorious story: Ye Xiu came from the snowy night in Hangzhou, he handed over his account card, walked into the Xingxin Internet Club, and became a network administrator. Looking further aside, the five major teams of Xingxin, Blue Rain, Batu, Reincarnation, and Weicao depicted in the book have all been perfectly reproduced offline, and the reality and story are perfectly linked.
This "Glory Anniversary" theme exhibition across time and space landed in Shanghai TX Huaihai, "Full-time Master" author Butterfly Blue, voice actors Ajie, Ye Qing, Xia Lei, singer Mario, etc. used their voices to review the bits and pieces of the glory world, and the intensive output of full-time stalks set off bursts of cheers from fans, as if they had returned to the purity and happiness of squatting and urging changes every day.
After nearly ten years, the IP of "Full-time Master" has never stopped "growing", it is not only the first IP of e-sports online articles, but also one of the IPs with the most vitality and the most affectionate fansTime, storyline, and derivative peripherals have all become the fulcrum for the continuation of IP vitality
As the king of e-sports technology and the embodiment of the fighting spirit, Ye Xiu has accumulated a lot of popularity and fans, and has grown into a widely loved "virtual idol" from the framework of online articles. The enthusiasm of fans is often accompanied by special nodes to establish a connection with idols with an exclusive sense of ritual. Ye Xiu's birthday, May 29 every year, has become one of the time nodes.
Since the completion of "Full-time Master" in 2014, fans have celebrated Ye Xiu's birthday for 10 consecutive years in the form of second creation relay and outdoor large-screen blessings. This year, the official also cooperated with the birthday node to hold Ye Xiu's birthday party to continue to release the enthusiasm of fans.
In the development of "Full Time Master", China Literature continued to tap the potential of content, and content products such as audio books, radio dramas, animations, film and television dramas, stage plays, and games have been launched one after another, which not only maintains the lasting vitality of IP, but also further boosts the commercial value of IP.
The value of the online literature industry continues to be released, and IP development and operation have become an important test topic for the industry's innovation ability. In terms of continuing the vitality of classic IP, China Literature has handed over the brilliant report card of "Full-time Master".In terms of unleashing IP potential energy and tapping potential IP, China Literature's thinking is also clear
During Halloween more than a month ago, China Literature achieved the IP of "Master of Mystery" and "Strange Fairy" many times through three offline activities in different cities.
From the perspective of the horizontal path of IP development, the operation of native IP fans is the starting point. Reproducing ** scenes, restoring famous scenes, and inviting fans to co-create and participate, "The Master of Mystery" and "The Strange Fairy" establish the emotional resonance between fans and the text in the form of in-depth interaction, and book fans interact with Klein and Li Huowang in the air, continuing the vitality of IP.
In the in-depth dimension of IP breakthrough, it is a lightweight and efficient leveraging strategy to create social topics around the mass nodes of collective carnival and trigger intersecting discussions. In terms of specific tactics, the strong worldview IP represented by "The Master of Mystery" is not limited to the existing communication framework, but skillfully uses light means such as strange makeup and visual presentation to reach the potential circle, and leverages large increments with small incisions to extend the breadth and depth of IP.
From "Full-time Master" to "The Master of Mystery" and "The Strange Fairy", it can be seen that China Literature adheres to the systematic approach of integrating resources inside and outside the industry, deeply cultivating the IP ecological chain and commercialization capabilities, injecting rich connotations into IP, and then driving the iteration and upgrading of industry IP development.
The core asset of the IP market is content. If it is further refined to the IP development link, one more element needs to be added, namely:The way to maintain, activate and operate the fandom
Successful IP development is rooted in the fertile soil of fan culture, and through continuous promotion of fan culture, especially the discussion and secondary dissemination of core fans, it will spread out on the IP parent and build an endless IP universe. As a result, linear entertainment consumption behavior can incubate a super-linear IP economic ecology and complete the transformation from emotional value to commercial value.
The success of "Full-time Master" in fan operation has been verified many times, among them, the core book fans have accumulated the first batch of voices for the IP, and strengthened the fans' emotions through continuous node operation and offline gameplay, and built a cohesive core that breaks through the "dimensional wall" and small circles.
The same is true for popular IPs with huge native fans such as "The Master of Mystery" and "Dao Weird Fairy".Capturing the emotional demands of core book fans in a timely manner and intensively cultivating the core fandom should be placed as the first priority of IP development
The content growth and IP development of traditional online IP are often two distinct timelines, which can easily lead to an obvious emotional gap between IP and fans, and fans' demands cannot be responded to in a timely and effective manner. "The Master of Mystery" avoided this stubborn disease, chose to break the game from the source of creation, deeply bound the rhythm of IP development and content operation, and planned IP activities according to the emotions of fans in different periods to improve fan stickiness.
The author's squid who loves diving once revealed in an interview that the relationship between "The Circle of Fate" and "The Master of Mystery" is somewhat similar to the continuation of "The Legend of the Condor Heroes" and "The Legend of the Condor Heroes", "There will be many characters in the previous film, and they will continue to play some important roles." He plans to use the story of the three parts to build the framework of the world in his personal imagination, and there may be more forms of content creation in the future. This means that the development of mysterious IP is also a journey that spans a long cycle.
As early as the period of "Master of Mystery"**, the team began to plan targeted IP activities to stabilize the emotional bond between IP and fans. The protagonist Klein's birthday celebration is a three-way linkage between fans, authors, and platforms. Fans spontaneously organize relay activities, create a large number of high-quality content, and realize text interaction with IP. The official took advantage of the trend to undertake the enthusiasm of fans, and ** put a large screen of Shenghe in the shopping mall to stimulate the enthusiasm of fans to check in. The original author's squid, who loves diving, also blessed him, and his social ** has even become another check-in destination for book fans. The dissemination and interaction of cross-media content forms have successfully activated the activity of core fans.
Node IP activities are to complete emotional gathering through formal proximity, and the stability of the fandom needs to further rely on the resonance between like-minded fans. To this end, the team has created a fan exchange platform in the starting point reading station - Curly Baboon Research Community, which strengthens fan stickiness and IP identity through an immersive discussion atmosphere, and lays a solid foundation for subsequent IP development.
In the first part of the mystery series, after the end of "The Master of Mystery", the layout of the mysterious IP development has taken shape. Audiobooks, theme songs and other derivative products have been rolled out online, and different media narratives have their own focuses, jointly restoring the charm of the mysterious universe and stimulating fans' desire to explore. Offline comic exhibitions and themed activities create a connection between fans and the IP world through close interaction and real-life communication.
In the IP development of "Master of Mystery", "co-creation" is also one of the key strategies. The context of participatory creation encourages fans to experience and explore content from the first perspective, awaken fans' emotional investment, attention investment, and intellectual investment at different levels, and extend the imagination space and self-value of IP.
Shanghai Paramount Fool's Banquet-themed immersion activity restores the real life of the IP world by replicating ** food and washrooms, and invites magicians and clowns to show the IP story setting. In an immersive atmosphere, book fans can enter the IP world in one second and intuitively feel the charm of fantasy.
A lot of the creativity of the event comes from the needs of fans," the team told Chop Pepper, "In the early stage of long-term operation, we will continue to collect and observe the feedback of fans, and finally implement it in the operation activities." The division of "e-person table" and "i-person table" in this event is to respond to the different social needs of fans.
It is through the deep cultivation and excavation of the core fandom that "The Master of Mystery" and "The Strange Fairy" can cross the long cycle of IP development, continue to stimulate the vitality and long-term value of IP, and lay the foundation for the development of the entire IP industry chain.
Looking at the successful cases of global IP development, the construction of the original fan group is the accumulation of IP volume from 0 to 10, and the next step is to extend vertically from 10 to seek a breakthrough in the potential fandom.
Different from the traditional single-line narrative and emphasizing the coolness of the online text IP, "The Master of Mystery" and "The Strange Fairy" set up a complex and exquisite world view, and the background ingenuity of integrating fantasy and reality makes it present a more delicate and profound ideological thickness in addition to the "coolness" of the online text. Taking "The Master of Mystery" as an example, the author's diving squid integrates elements of fantasy adventure, steampunk, and Victorian style into the background of the text, and uses 22 mysterious and strange sequence promotion paths as the main story line to build a whimsical and mysterious world. On this basis, the background of the story is borrowed to highlight the preciousness of human nature through Klein's personal growth and exploration, and enrich the humanistic meaning of the text.
The huge world view and complex character map are indeed enjoyable to read, but at the public level, this invisible reading threshold has also become the first problem for IP to break the circle vertically.
The Master of Mystery and "The Strange Fairy" all chose to break the game from a small incision, and reached the potential fandom with points and faces. Among them,The IP characteristic elements are both differentiated and differentiated, which can reflect the IP style lightly and flexibly, and become a new solution for circle expansion
"Dao Weird Fairy" realized the linkage carnival between fans and passers-by with a picture of the birth of the Double Ninth Festival, and appeared on Weibo hot search. He Tu puts Li Huowang and Zhuge Yuan at the center of vision, and the pair, which is the most popular among book fans, continues in another medium and is recognized by fans of the original book. At the same time, the exquisite painting style and detailed outline also made potential fans shine, and they got a glimpse of the charm of the IP through the Shenghe pictures, attracting potential passers-by to learn more about the IP content.
Source: @道诡异仙官方微博.
During Halloween, "Strange Fairy" once again came out of the circle with highly recognizable makeup. This novel makeup is highly in line with the mysterious and fantasy festival atmosphere of Halloween, and has received enthusiastic responses among young people, arousing the curiosity of passers-by and breaking the circle of IP influence.
The opening of cross-media forms is also another effective way to expand the circle of communication. Based on the logic of IP symbiosis, cross-media interoperability is an important part of IP development, and derivative products such as audio books and animations can extend the emotional and cultural value of works and vividly convey the charm of IP in a variety of narrative forms.
The Circle of Fate is an audiobook in collaboration with 729 Sound Workshop, a well-known voice actor studio in the industry, through the ultimate restoration of IP content, making the images of protagonists such as Lumian, Aurore, and Madame Pualis more three-dimensional. Using sound as the medium, he traveled to the mysterious world where crimson fell from the sky, and fans were hooked. Even listeners who have not read the original book can feel the charm of the mysterious universe in the shocking sound feast, which makes people have a strong interest in ** and realize the expansion of the fandom layer.
On the day of this year's Tencent ** Animation Awards, "The Master of Mystery" launched the animation clown PV at the same time, and the number of station B exceeded 1 million on the same day, and it was on the top 7 of the hot search. The wave of steam and machinery, the intersection of light and mystery made the comment area be swiped by the word "explosion", and the circle-breaking strength of the IP of "The Master of Mystery" was once again verified.
It is not difficult to find that as an IP mother, whether it is "The Master of Mystery" or "The Strange Fairy", they all have the attributes of breaking the circle and fan economy, and the innate advantages of IP development are significant.
According to official information, "The Master of Mystery**" won 11 firsts and 19 top three in the monthly ticket list during the ** period, and jumped to the first place in the overall list of boys on the Chinese Original Literature Billboard in 2019. Within 24 hours of the launch of the second "Circle of Fate", the first day of collection record of the new book was launched with a score of more than 820,000, and it topped the list of monthly tickets for the starting point.
As a 2022 phenomenal circle-breaking IP "Dao Weird Fairy", it is the ninth work of 100,000 orders at the starting point, and the plot description that seems to be real and fantasy has also produced a popular circle-breaking stalk on the whole platform, such as "Sitting and Forgetting the Road".
On the basis of the IP volume of online articles, the IP development ideas of "The Master of Mystery" and "The Strange Fairy" have also been continuously iterated and matured.
The development rhythm of traditional online IP is usually "finished first, then developed", or it is prepared and planned in the middle and late stages of the work. This kind of development rhythm was originally intended to accurately judge the value of IP, but its disadvantages are also very obvious, and the lag of development and implementation will undoubtedly reduce the commercial value of IP development.
During the development of Master of Mystery,The team puts the planning action of IP development in front of the starting point of content creation, and carries out long-term and targeted operation activities with the rhythm of IP growth to maintain IP influence and fan stickiness
Even in the window period when "The Master of Mystery" ended and was not filmed, the team continued the vitality and influence of IP through continuous IP operation actions. Offline through the holding of author signings, to achieve close interaction between readers and authors, and by participating in CP and other comic exhibitions, the fans of the two-dimensional crowd. Online, the official has maintained the popularity by releasing the anniversary co-creation commemorative song, expanding the image of the official role, etc., following the content operation cycle, and smoothly realizing the transition of the window period.
More importantly, the development plan of the mysterious universe has not been chaotic and out of order due to the impatient IP market. As a treasure IP, the development rhythm of "Master of Mystery" not only achieves "one step ahead", puts IP planning in front of the source of content creation, but also withstands the pressure of commercialization, deliberately controls the development rhythm, and avoids excessive consumption of IP value.
All of our IP development actions are based on the intentions of fans, and only after we truly understand the needs and wishes of fans, we will do the next step of planning and layout. "The "Master of Mystery" fool's way blind box, which was created in the expectation of book fans, drove an online and offline purchase boom as soon as it went on sale, and it became the TOP3 of the Tmall blind box hot sales list with its brilliant results.
Whether it is the renewal of the IP of "Full-time Master", or the excavation of the IP of "The Master of Mystery" and "The Strange Fairy", they all point to the iteration of IP production, precipitation and incubation ideas: with IP as the core, integrate the platform's creative planning capabilities, communication and marketing capabilities, talent aggregation capabilities and business transformation capabilities, and carry out overall and systematic development around IP. In the second half of the more fierce competition in the online IP industry, more refined and interesting IP development methods may become the focus of competition.