IP from its emergence to the present，The industry’s definition of it has always been divided.。Now it is generally believed that，The explanation provided by Mr. Cheng Wu, Vice President of Tencent Group, during the 2015 Shanghai Film Festival is by far the most objective and scientific:

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There are two key points in this definition: first，It emphasizes the emotional core of the IP，This is the basis for the social benefits of IP。Second，is "market proven"，This objectively clarifies the economic benefit attributes of IP itself。The core of pan-entertainment strategy is IP，So how to unify the pan-entertainment strategy with dual effects in the new era，We must also start with IP development。

“Culture + Technology”

Pan entertainment unlocks new path for national IP development

China in the 1980s，Travel is still a quite luxurious niche activity，Most Chinese people don’t have the opportunity to go to Dunhuang to see the real face。But the age of images is coming，But adults learned about Dunhuang through the movie "Dunhuang"，Let children know about Dunhuang through the cartoon "Nine Colored Deer"。In a sense，It is modern technological means such as movies and cartoons that make Dunhuang fly into the homes of ordinary people，Became an “Internet celebrity” and “big IP” in the sense of that time。

Enter the digital age，How Dunhuang finds its position，Embedding Dunhuang into the digital system？Last year，Tencent creates digital Dunhuang，Developing the entire industry chain with Dunhuang as the core IP，Dunhuang music and dance spread on the Internet，Dunhuang murals will become "Dunhuang comics"，The lifelike digital Dunhuang world also appears in mobile games，Use pan-entertainment forms and technological means to interpret a new Dunhuang。

This kind of IP development is very ideal，From a business perspective，It was a great success；From the perspective of cultural communication and social benefits，It makes history、Cultural Relics、Archaeology is closer to everyone’s lives。At the same time，Combining 188bet app emerging technology with historical and traditional culture，make AR、VR、AI、Cloud computing and other new technologies and Dunhuang、Forbidden City、The Great Wall and other traditional cultures empower each other。

Technological means provide new communication channels for the dissemination of traditional culture，Traditional culture provides rich scenarios for the implementation of new technologies，These all find new ways for the development of Chinese traditional culture。The whole society is re-recognizing the value of traditional culture，And in the context of strong official promotion，Pan entertainment’s participation in the revitalization of Chinese culture is undoubtedly the best practical opportunity。

The new cultural and creative forms spawned by the Internet are of great value and significance to the inheritance and development of traditional culture。In the era of mobile Internet，How to use technology and creativity to activate traditional culture，has become a cultural soft power、Important issues to enhance cultural confidence。

Get more inspiration and accumulation from traditional culture，Promote the creation of high-quality IP，These are not just business opportunities，It is a test paper that must be answered in the Internet entertainment industry。The mission and function of pan-entertainment is precisely to allow excellent and mainstream culture to enter people's daily lives in a creative form that fits the times，Especially young people。

The combination of traditional culture and pan-entertainment industry，In essence, it is to create a “national IP” that carries traditional culture。Having a good national IP is not enough，There must be a corresponding industrial chain，There must be the popularization of cultural knowledge and the spread of cultural identity，These are all inseparable from the help of modern technology and creativity。

But there are also people who think that pan-entertainment + traditional culture are "skin and bone are not the same"，But this is not necessarily a bad thing，The reason why traditional culture can be passed down，Because it can adapt to the needs of different times，It is flowing，Plastic。An IP that can become a classic must grow with the changes in society。So inject various new phenomena in current society into traditional culture，It is also an IP re-casting process。

“Culture + Technology” of pan-entertainment strategy

Not equal to "entertainment + technology"

Modern scientific and technological means have 188bet online sports betting a profound impact on the spread of traditional culture，But at the same time, new communication methods and platforms have also given rise to some industry chaos。For example, the recently hotly discussed short online video，There are hundreds of teen mom videos。Pushed by the algorithm of the network platform，These underage pregnant women、Underage mothers and underage mothers of second children have hundreds of thousands or even millions of fans，But this “fan economy” is achieved at the expense of the bottom line。

The core of pan-entertainment is IP，In the past few years，The industry pays too much attention to the commercial value of IP。Now everyone is pursuing IP monetization，Because I saw the super traffic brought by IP and the subsequent strong ability to attract money。But the actual core competitiveness of IP must not be the short-term capital return of these fan effects，It is a spiritual core and cultural core with the ability to reproduce。

On the one hand，IP is first and foremost a cultural concept in nature，However, Internet culture has always been based on “catering users” as its main operating direction，Neglecting one’s own leadership role，Especially "for entertainment only"、The negative impact of "uncultured" thinking is becoming more and more obvious。

On the other hand，Pan-entertainment does not mean pan-entertainment and excessive entertainment。Cultural entertainment，Simply put, entertainment value is pushed to all areas of culture，Is it entertaining、The ability to have fun becomes the criterion for measuring the value of cultural products。In the value pursuit of “entertainment first”，Classics can be tampered with，The sublime can be deconstructed，Heroes can be teased。Even in the process of pursuing economic benefits，At the expense of social benefits，Thus producing adverse social effects。

Pan-entertainment strategy in the IP development process in the new era，We must take "culture as the core"，Entertainment is for the table”。

Activate culture

Release the original IP vitality of young users

The development of online literature from scratch，From grassroots to mainstream，All show the strong originality of young Internet users。Average daily updates exceed 1.500 million words，More than 13 million writers at all levels，User size 1.500 million，It is not difficult to see from the numbers how popular online literature is today。And on this basis，Online literature provides a large number of original IP，A movie adapted from 188bet sports betting app download an online novel、TV series、Online games are overwhelming。In various types of popular literary and artistic styles in China，Online literature takes the lead in going abroad，It is popular among overseas readers for its unique entertainment。

At the same time，With the development of mobile Internet，Online literature begins to enter the 3 era marked by "mobile literature".0 era，A large number of new literary talents born in the 1990s and 2000s have appeared on the stage，Active on campus，Writing novels on mobile phones。

Displayed according to data，The youngest online literary master of China Literature Group was born in 1998，78% of new writers are under 30 years old，Among the writers with daily sales exceeding 10,000 yuan，Post-90s account for 60%。These young Internet natives are transforming from mere consumers into content producers in the pan-entertainment industry，Releasing their original vitality is the guarantee of providing high-quality IP。

Except online literature，bilibili’s self-cut video、The popularity of short video and other platforms，Also represents the original content productivity of young users。For example, challenges and topics are typical agenda setting guides，Plays a key role in suggesting and motivating users’ content production behavior，Is an important part of the popularity among young people。

The strong interactive relationship between users and producers has a great impact on the content itself，On the one hand, users began to actively participate in UGC content production，Transformed into PGC content through professional platform processing；On the other hand，Users are also involved in the production and screening of short video content，The content comes from the masses，Go among the masses”。At the same time，High-quality original content uploaded by users can enrich the platform，It can also increase interaction and user stickiness。

The success of pan-entertainment，On the surface, it is the result of commercial layout，And behind this，Contains the process of activating and reshaping culture，“Internet+” era，Culture has become extremely vivid and close to the people。The greatest contribution of the Internet is the spirit and thinking of the Internet。A complete subversion of the authority and grassroots of the past，Everyone communicates equally on the same platform，Because of this，Let people completely abandon the so-called stylization in the past、Authoritative social management，Turn to free communication、188bet app Communication and Expression。

China’s pan-entertainment is rooted in the Internet，Broad and diverse creative space、Rich and active IP sources、Variable online derivatives and the platform advantages of “Internet + Cultural Creativity” are the characteristics of China’s pan-entertainment。

“IP+Industry”

Create a new outlet for upgrading the real economy online and offline

“Kumamon”, the Japanese national IP，As a cartoon mascot of Kumamoto Prefecture, Japan，Not only greatly enhances the popularity of Kumamoto Prefecture，Its peripheral products achieved sales of 5.9 billion yuan in 2015。2016，Kumamon-related market revenue 128 billion yen，Approximately RMB 7.4 billion，27% year-on-year increase。A large part of its market revenue is concentrated in the development of offline derivatives，And pay attention to creating events during the development process，Tell good stories。

The success of this IP shows that IP has landed in the real economy，We must regard all products launched as a whole、A big product，The process of developing derivatives must have internal correlation and seriality。

Also，In Japan where character IPs are rampant，The uniqueness of "Kumamon" lies in his superb "personality" shaping ability。As the first step in shaping the character’s personality，The Kumamoto Prefectural Government appoints civil servants，Established the social identity of "Kumamon"。A doll serves as a Japanese civil servant，Still the organized kind，Still a minister。High degree of personification，Making Kumamon out of the category of "character image"，Become a "person" of flesh and blood。

Because once the IP is visualized、Materialization，Vague concepts can be brought into contact with the real world，Generate emotional resonance with consumers，This is also another important prerequisite for the successful implementation of IP into the real economy。

Looking back at my country’s animation IP，Developing a good IP requires good planning，Otherwise, there will be a phenomenon of high-name and low-efficiency IPs，For example, the difference between Haunted Bear and "Kumamon"。The IP of Bear Haunt also has great influence in China，The total box office of its movies exceeds 1.4 billion，But the development of its derivatives has always been unsatisfactory，There is no good integration of IP and industry。

The biggest problem is，On the one hand, IP itself has not found its own unique positioning，The story is weak，Unable to form emotional resonance with consumers。On the 188bet sports betting app download other hand，The development of its derivatives is relatively extensive and rudimentary，No clear plan，Unable to sustainably attract consumers。

my country’s pan-entertainment industry，In recent years, domestic high-quality IPs have appeared frequently，High-quality content continues to increase user stickiness and willingness to pay，Sales through linkage、Derivatives and other methods have driven the sales of some physical commodities。But how to achieve continuous improvement of high-quality IP and high-quality content，Thus driving information consumption and physical consumption to achieve "double upgrade？This is another issue to be faced next。

In the future, the pan-entertainment industry will be deeply integrated with the real economy、In the tide of simultaneous upgrading of information consumption and physical consumption，IP will further become a booster for industrial integration，With tourism、Manufacturing、Further integration of service industries, etc.，Formation of a new model of “IP + industry”，Become an industrial brand upgrade、A new outlet for cultural upgrading。

*Source of this article: Tencent Research Institute；Author: Fan Zhou, Dean of the Faculty of Economics and Management and Dean of the Cultural Development Research Institute of Communication University of China；Original title: "Looking at pan-entertainment strategy in the new era from the perspective of IP development: culture as the core，Entertainment is for the table》