Spurred by the explosion of cultural creativity in the Forbidden City，More and more scenic spots are reducing their reliance on the “ticket economy”，People are placing their hopes in the field of tourism, cultural and creative industries，Exploring to improve the secondary consumption capacity of scenic spots。However，The cultural and creative market looks hot，However, in sharp contrast to the "hot supply" of cultural and creative products in scenic spots is the "calm" consumption attitude of tourism and cultural and creative consumers。Most products have been in a state of "not full yet hungry" for a long time，It is rare that there are hot products that people don’t hesitate to buy。Many tourism and cultural creations have failed to become a profit growth point for scenic spots，Instead, it has become a financial burden for the scenic spot，Spend money and lose money。Faced with such an embarrassing market situation，Can 188bet best bookmaker IP licensing break the "curse" of difficulty in selling cultural and creative products in scenic spots，Become the “golden key” for scenic spots to solve the sales problems of cultural and creative products？

A veritable tool for attracting money

How much profit can a popular 188bet best bookmaker bring？March，Wikipedia is based on financial data of listed companies and global third-party data statistics platforms, etc.，A summary of the 50 most profitable IPs in the world。IPs such as "Pokémon", "Hello Kitty", "Winnie the Pooh", "Mickey Mouse and Friends" and "Star Wars" are widely known to the public，It is also the most profitable 188bet best bookmaker in the world，Total revenue reached US0 billion respectively、USD 84.5 billion、USD 80.3 billion、US.3 billion and US.7 billion。It can be seen from this，188bet best bookmaker is a veritable tool for attracting money。In this round of statistics，"Glory of the King" ranked 50th，Game revenue is about 10 billion US dollars。This is the first Chinese original 188bet best bookmaker to enter this list，Also the “youngest” one。

According to statistics，Among these 50 IPs，More than half of 188bet best bookmaker’s highest revenue sources are derivatives and retail。Among them，The income from derivatives and retail of these three IPs, "Hello Kitty", "Gundam" and "Sailor Moon", accounted for almost 99% of the total 188bet best bookmaker income。The revenue from “Pokémon” licensed derivatives reached an astonishing US billion。

The interesting thing is，Although the original media varies，Most 188bet best bookmaker businesses that contribute the most revenue are derivative product sales。For example，188bet best bookmaker using animation as the original media，The highest income does not come from the animation content itself，But retail and licensed derivatives。And Harry Potter series、IPs such as the Dragon Ball series originally relied on box office or comic magazines as their main source of income，Nowadays, derivatives and retail have become their main sources of income。

Why the retail income of IP derivatives is higher than the income of other IP business？No matter what type of IP，The reason why it is loved，Or because of its cute and beautiful appearance，Or because of the ideological connotation expressed in its content，Or because of the emotional resonance it brings, etc.。But when this kind of deep or shallow emotional identification is supported by real money，The number of people willing to pay will definitely decrease。And when this kind of emotional IP is combined with other products，The emotional recognition value behind these derivatives is superimposed on the practical value of the commodity itself，can form "1+12” effect。And this result，It has similarities with the development logic of tourism 188bet best bookmaker and creative products。

There are three major problems in 188bet best bookmaker IP authorization

Go back to the scenic spot to see，my country’s 188bet best bookmaker IP licensing is still in its infancy，Scenic spots mostly adopt independent research and development for the development of cultural and creative products、Design、Method of production，For the creation of 188bet best bookmaker IP、Lack of sufficient awareness of authorization etc.。The high cost caused by independent research and development, design and production、High risk，It is precisely because scenic spots generally have high investment、Main reason for low output” situation。

In the eyes of many tourists，Most of the tourism and 188bet best bookmaker creative products on the market are similar、Lack of local 188bet best bookmaker identity、The product is rough and unrefined, etc.。Actually，For 188bet best bookmaker and creative products，It is first and foremost a "product"，The second is a "tourism 188bet best bookmaker and creative product"。Many times when the industry mentions tourism 188bet best bookmaker and creative products, they first focus on tourism elements、188bet best bookmaker elements，How to be creative，But the core attributes of the product are often overlooked as the cornerstone，Function only、Quality passing，Travel elements、The added value given by 188bet best bookmaker elements can function better。If even basic quality cannot be guaranteed，The so-called high value-added 188bet best bookmaker and creative products will be empty talk。

Currently，Domestic and foreign cultural and tourism institutions with excellent market performance in IP licensing include the Forbidden City、Dunhuang Academy and British Museum、Kumamoto Prefecture, Japan、American Disney, etc.。Compared with overseas institutions that have formed a mature IP licensing operation system，Domestic 188bet best bookmaker IP licensing is still at the beginning of industry development，Except for a few, there are very few organizations that can play with 188bet best bookmaker IP。Overall，There are three major problems in the development and licensing of domestic 188bet best bookmaker IP。

First，The authorized party has insufficient knowledge of the IP itself。In the IP licensing industry，No matter what kind of IP，The authorized party must target its audience、Style、Vision、Content、Do sufficient research on legal protection，Find the authorized party that matches your own tone，In this way, the effect of cooperation can be strengthened。But actually，my country’s 188bet best bookmaker scenic spots first have insufficient awareness of IP creation，Most of them are still in the stage of "dark eyes"，I don’t know where to start，IP authorization is even more out of the question。

Second，The relationship between the licensor and the authorized party is not deep。In recent years，Disputes over 188bet best bookmaker authorization are common，Mainly because many licensors become “hands-off shopkeepers” after authorizing 188bet best bookmaker，There is no quality control on subsequent product development work，There is no deeper exchange and cooperation with the authorized party。This situation is obviously unreasonable，The licensor and the authorized party must first fully understand each other during the authorization cooperation process，In-depth cooperation can ensure positive interaction。

Third，Weak awareness of intellectual property protection。188bet best bookmaker authorization is based on intellectual property protection，Without strict intellectual property protection, it will be difficult to form a mature and stable licensing market，There will be an endless stream of copycat products。In this regard，We need to learn from Disney’s protection of intellectual property rights，Someone described Disney’s legal affairs as being everywhere: “When you are trapped on an uninhabited island，Draw a Mickey Mouse on the beach，Disney’s legal affairs will appear soon and sue you for infringement。"This is an exaggeration，But this spirit and action，Exactly what we can learn from。

A win-win approach to the development of tourism, 188bet best bookmaker and creative industries

Then，Is 188bet best bookmaker IP licensing a good business?Can it break the “curse” of difficulty in generating income from cultural and creative products in scenic spots，Become a breakthrough in promoting secondary consumption in scenic spots？

The essence of tourism cultural and creative products is actually retail goods，A bit more abstractly, it can be said to be a derivative of 188bet best bookmaker IP。Since it is a derivative product，That involves two methods: independent development and authorized development，At present, most scenic spots are developed independently。Once this method fails to grasp consumer demand accurately，It is easy to have "big thunder but little rain"、Situation of wasted investment。

In comparison，Scenic spots focus on building their own IP、Cultural Mining，Give its 188bet best bookmaker IP unique local content，On this basis, we will carry out the authorized development and implementation of subsequent products，Let professional people do professional things，The effect will be better，Also more secure。At the same time，Every destination、Every city、The specific situation of each scenic spot is different，The cultural and creative development methods that are most suitable for them are naturally different。Carry out top-level planning and design through a professional team，Excavation and refinement of local scenic spots and culture，Professional product research and development institution development and implementation，Added by an experienced operations team，In this way, a cultural and creative development model can be formed that is most suitable for the development of the scenic spot。

In terms of cultural and creative product development，Licensing 188bet best bookmaker IP to existing brands for development and design is a win-win solution。For scenic spots，Saving R&D costs、Shared market risk、Expanded sales channels，Improved product quality assurance，While also preserving local cultural characteristics，Can basically meet the purchasing needs of tourists。For the licensee’s brand，188bet best bookmaker IP increases the cultural and emotional value behind the product，While attracting mass consumers, it can also touch the consumption desires of tourists in scenic spots。

Common authorization and operation modes of 188bet best bookmaker IP

There are currently two common 188bet best bookmaker IP licensing models in the industry，First, direct authorization，The cultural and tourism unit shall set up a working group or authorization center to directly connect with the authorized party，Responsible for R&D planning、Cross-border cooperation、Brand Operation、Authorization Management、Contract Legal Affairs、Risk management and control and other matters。The second is indirect authorization，Entrust a brand agency to conduct market docking，Assist cultural and tourism units to complete the above work。

Direct authorization in progress，The licensor has a closer relationship with the authorized party，Be able to monitor the progress of product development in operations、Prompt and efficient management and control of operational risks，But overall operating costs are higher，It requires considerable investment in manpower and material resources to ensure its effective operation。Indirect authorization is the opposite of direct authorization，Cultural and tourism units will have more peace of mind in actual operations，But it will be weaker in risk control。Both authorization models have their own advantages and disadvantages，Need to adjust measures to local conditions according to the actual situation of the 188bet best bookmaker unit。

For example，The 188bet best bookmaker and creative exploration of Dunhuang Academy was not well known at first，Later, through joint names and cooperation with many well-known companies，Dunhuang 188bet best bookmaker and creative industries are gradually “going out of the circle”，Not only strengthens the image of Dunhuang IP in people's minds，Increased traffic and influence，Promoted Dunhuang culture，At the same time, it also increases the sales of cooperative brands，Both parties increased their profits，Achieved a win-win situation。

Then，What are the conditions for 188bet best bookmaker IP authorization？How to set charging standards？Generally speaking，The licensing conditions for 188bet best bookmaker IP are based on the nature of the IP、Brand building stage、The industry and product category of the authorized party shall be comprehensively considered。For example, "Kumamon" is a local government in Japan that aims to boost the regional economy、A public welfare IP developed to promote local products，Then its authorization conditions and usage methods will be relatively simple，Although the threshold is not high，But the benefits are very significant。2020，Kumamoto Prefecture announced private enterprises、Total sales of group products using the image of "Kumamon"，Reached 169.8 billion yen，A record high。Disney’s IP licensing can be considered purely commercial，Its authorization conditions are relatively harsh，The threshold is also higher。

Specific operations，General licensors are in the early stages of brand building，The authorized party will be given corresponding preferential policies，To promote the increase of brand value，Gradually establish the brand position in the market。We will look at the market performance of the 188bet best bookmaker later，Appropriately adjust the 188bet best bookmaker authorization conditions。The Big Mouth Monkey 188bet best bookmaker is like this，The 188bet best bookmaker’s market visibility in the early stage was not high，The brand will make the 188bet best bookmaker available for free。With the use of the Big Mouth Monkey 188bet best bookmaker by various products，The popularity of 188bet best bookmaker has also increased、Business value has also increased，The corresponding authorization fee will be charged。

Of course，The most important and first thing in 188bet best bookmaker authorization is to have 188bet best bookmaker first，Need to have something with independent intellectual property rights for licensing，For example, after registration、Brand trademark with legal protection、188bet best bookmaker image、Picture material、Artwork、Patents, etc.。

*188bet best bookmaker articleSource:China Culture News，Author: Liu Yuheng、Song Yaxin，Original title: "188bet best bookmaker IP Authorization: A win-win approach to the development of tourism, cultural and creative industries》.