September 18，Zhihui’s “Cultural Tourism Training House” online open class invited Ren Guocai, Vice President of Jingyu Lvmama Group, to share the theme。Sharing this time，Ren Guocai elaborated on the creation and operation strategy of cultural tourism IP，And shared in-depth the successful cases of Jingyu in shaping tourism destination IP。

Ren Guocai said，The core of IP is personality、Emotional，Represents quality，brings its own traffic。Want to make good IP，First of all, you must have your own intellectual property rights，On this basis, make good products，At the same time, strengthen the construction of cultural brands，In this way, a complete IP can be formed，Bring a new high added value。In his opinion，The IP era of China’s tourism is coming，China’s tourism industry needs more stories、IP with temperature。

Ren Guocai thinks，Cultural tourism IP consists of three major elements，First, quality tourism，The second is cultural stories，The third is intellectual property rights。Today with the great development of China’s cultural tourism industry，“Is there a product?” is no longer the main contradiction，The main conflict is "whether there is an IP"。He said，There is a story now、Content、There are too few IPs with intellectual property rights，This is 188bet Online Sports Betting and Casino exactly what China’s tourism consumer market needs most now，It is also the content that today’s younger consumers are most willing to spend money on。“We must explore IP from cultural stories，Or give the IP new cultural story content。”

Before reading, please think:

1. Why does China’s cultural tourism development call for IP?

2. What is the essence and connotation of cultural tourism IP?

3. How to develop and operate cultural tourism IP?

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Hello everyone，I am Ren Guocai，The theme shared with you today is "Creation and Operation of Cultural Tourism IP"。

My understanding of IP originated from my inspection trip to Orlando, USA in 2011，Went there three times。Orlando was originally just an ordinary agricultural county，Many theme parks and innovative projects are being developed one after another，Tens of millions of tourists flock in every year，It can be said，This is the best creative tourism destination in the world。

There are four Disney parks in Orlando、Two Universal Studios，There are also ocean worlds, water parks, etc.，What impressed me the most was Universal Studios in Orlando，"The Wizarding World of Harry Potter" was completed here，It was 2011 when I went，It happens to be the second year after the project was completed，So I went to investigate this project。What surprised me，There is a huge queue for this project，Other items may be queued for an hour，This project sometimes takes two or even three to four hours。I found，These tourists are queuing，Most people are in high spirits，Visitors queuing up almost always hold a magic wand similar to the one in the Harry Potter movie，There are also tourists who buy cloaks related to movie characters, etc.188bet app 。Except tickets，Each tourist will spend tens to hundreds of dollars in additional consumption，That is, Match 2。

Everyone knows，Theme parks need constant iterative updates，If you don’t update iteratively, you will encounter a bottleneck，Even going downhill。Universal Studios has many of its own IPs，It turns IP into concrete projects。But for a paradise，Facing a changing market，Facing competitors like Disney，It must introduce more、Attractive projects，Especially IP projects with their own traffic，So Universal Studios bought the rights to JK Rowling’s “Harry Potter”。

"Harry Potter" has more than tens of millions of fans around the world，Where to open related theme projects，These fans will follow wherever they go，This is the charm of IP。Through this IP，Not only drives the growth of Universal Studios visitors，It also drove the growth of various comprehensive income。

Let’s talk about another project，It’s Star Wars at Disneyland。

"Star Wars" is a typical American cultural movie，where，The box office of "Star Wars 7" is probably more than 2 billion，But what surprised me is，“Star Wars” derivative sales reached more than 3 billion，Exceeding the movie box office itself。

Then，What exactly triggers everyone’s desire to buy？You can see the picture below，The derivatives of "Star Wars" are very diverse，Definitely not just a souvenir concept。It has extended IP to all aspects of life，As long as you are a Star Wars fan，You will feel this product in all life scenarios。So，You will be willing to spend a little more for such an experiential product，To satisfy spiritual and cultural consumption。

Another case is Shanghai Disney。I don’t know if you have been to its two hotels，A Disneyland Hotel，The other one is called Toy Story Hotel。I recommend everyone to experience Toy Story Hotel，Better to stay one night with children，This way you will have a deeper understanding of this project。The most typical one is the extension of IP，Extending from an IP to a movie，Extend to the hotel，At the same time，The scenes and characters in the movie can also be felt in the hotel。Its service is of a high standard、Humanized travel services，Includes three pairs of slippers of different sizes，Three cups of different sizes，Toothbrushes of different sizes，These are all manifestations。

Let’s talk about another Japanese case—Kumamon。Kumamon is a very typical Japanese anime IP，It has driven Kumamoto Prefecture from an ordinary agricultural county to a well-known tourist destination in Japan and even Asia。

Everyone knows the image characteristics of Kumamon。Someone created and designed it first，Personify it，Make up a story for it，Propagate it again，Make it more famous，Slowly evolved into a cartoon image that is more in line with consumer aesthetics and the needs of today's young tourists。

In the process，The local government also through a series of activities，Includes "Kumamon's weight loss plan failed"、“Kumamon’s blusher is lost”、“Kumamon is missing” and other plans，Interact with users，Arouse everyone’s attention and participation，So Kumamon has become a widely circulated IP image in Japan。On this basis，And then make it into a lot of IP projects and products，Including train stations in Kumamoto Prefecture、Bus Station，There are many signs、Hotels, etc.，There are Kumamon IP images appearing。These images are used by these 188bet sports betting app download businesses through authorization by the government，Form a good ecosystem between businesses and government。

Created through IP、Authorization、Creation of the scene、Product and project development，Kumamoto Prefecture receives tourists、Includes licensed revenue，Includes licensed revenue，There have been completely different changes，Also promotes the development of tourism in Kumamoto Prefecture。So this is a very typical one、Very successful case，It is also very worthy of our reference。

Above cases，After we analyze and study，Discovered that there is a common gene behind them，That means there is an IP。The core of IP is personality、Emotional，Represents quality，brings its own traffic。

If you have studied economics，Or more interested in manufacturing，Everyone knows the “smile curve”。

The bottom end of the "smile curve" is the processing end，This port has the lowest added value，If you want to increase added value，Must extend to the front end or back end，Extension to the future is to strengthen research and development，The result of R&D is the formation of more patents，Form more copyrights。Go to front-end research and development，We need to form more brands，Form social operation of customers。

The manufacturing industry is moving from primary manufacturing to high-end manufacturing，The "smile curve" is not only suitable for the secondary industry，Also suitable for the tertiary industry。In the secondary industry，Manufacturing industry is at the lowest end，To increase added value, we must develop and strengthen consumer-oriented brands and services。The same is true for China’s tourism services，Want to make good IP，First of all, you must have your own intellectual property rights，On this basis, make good products，We must also strengthen the construction of cultural brands，In this way, a complete IP can be formed，Bring a new high added value。

Chinese cultural tourism industry，The first generation of tourism is a question of “have or not”，It just means whether there are scenic spots in a place，Are there any travel products。The second generation is a question of whether the product is "good or not"。The third stage is the question of “whether there is an IP”。In other words，The product must not only be good，And you must have a strong personality，Strongly iconic，Differentiated from similar products。So，In my opinion，The IP era of China’s tourism is coming。So China’s tourism industry needs more stories、IP with temperature。

I believe that cultural tourism IP consists of three major elements:

First，Quality Tourism。That is to say，You must first make the product the best，To achieve high quality，To ensure product stability。

Second，IP has a story。For example, Disney’s Mickey Mouse、Donald Duck、Marvel characters all have stories，We must explore IP from cultural stories，Or give the IP new cultural story content。

The third is the intellectual property rights of IP。In this regard，Our legal awareness is relatively weak in the cultural tourism industry，Weaker awareness of intellectual property rights，How to extend product development and property rights authorization after intellectual property rights，Weaker in this aspect，This is precisely the only way for us to do IP。

Today with the great development of China’s cultural tourism industry，Products are constantly emerging，There are many scenic spots，There are so many hotels，So，The "yes" and "no" of the product are not the main contradiction，The main conflict is "whether there is an IP"。There is a story、Content、There are indeed too few IPs with intellectual property rights，That is 188bet Online Sports Betting and Casino exactly what China’s tourism consumer market needs most now，It is also the content that today’s younger consumers are most willing to spend money on。So，The IP you create needs to have a good appearance，We also need good content。

The above is our understanding of IP，Of course，We have also summarized the IP methodology in practice，In general, it is a four-part series。

Build IP，First of all, you must have the appearance of the IP，It is the creativity and design of IP。It is necessary to analyze and research the IP in the early stage，Perform market analysis，Then locate the IP、 Creativity、Image design, etc.。This system first ensures that it has good looks，There are also stories and content。

The second step is how to promote the IP。Make IP widely circulated、Well-known IP，Marketing promotion is essential content。

Step 3，After the marketing promotion is out，General brands only have popularity，A real IP must have fans，How to turn consumers into fans。The biggest characteristic of fans is their stickiness、Repurchase rate，They will follow you to spend money。

Step 4，How to monetize IP，or IP industrialization。When your IP is already famous、When you have enough fans，What you need is changes based on fans’ needs，Appropriately develop related derivatives。Some derivatives can be invested and developed by yourself，You can also develop it for others through authorization，To get more benefits，Support the iteration of IP content through the benefits of industrialization。

Below I will share two cases planned and operated by Lvmama Group。

The first case is in Dayun Town, Jiashan, Zhejiang。Jiashan County is close to Shanghai，This location itself is hardly attractive，Especially for mature consumers。So，How to create personality，This is what they think about。There is a town in Jiashan County called Dayun Town，The leaders of Dayun Town are very far-sighted，After contacting us，Recognize our philosophy，Want to create an IP in the name of the town。So we contacted in early 2017，Start cooperation in March 2017，Just proposed，First of all, we must create an IP image for Dayun Town。

Dayun Town was originally a plain area，Mainly agriculture，Contains content about Jiangnan Water Town。At the same time，It also has an industrial park，There are hot spring scenic spots，And a chocolate factory，Industrial tourism has also been developed。But these alone are not enough to stand out among such developed tourist destinations in Zhejiang。So start with the IP image，We created an IP image called "Yunbao" for Dayun。

IP image design is just one of the tasks，But also give it connotation。So we designed a name for Rainbow Dash，Have your own character，Have my own birth background，Have your own hobbies，Have your own mantra, etc.。

Created by Rainbow Dash，We have re-researched the IP positioning of the entire town，It is no longer a hot spring tourist destination，Instead, it is positioned as a sweet vacation destination in China。After repositioning，its slogan，its logo，Its KV main screen has also been changed accordingly，In general, not an outstanding resource，How to highlight people and impress them，Impress your target customer market，Honeymoon travel source market focusing on parents and children。

Building IP is the first step，The second step is marketing promotion。So we launched the IP brand on Children’s Day，And CCTV News Network also 188bet app download reported it，Government leaders at all levels have paid attention。On this basis，We have done some marketing activities for the market，Including Lv Mama’s membership days，Including taking Rainbow Dash to Japan to find Kumamon PK，Comparing who is cuter，Includes many market-oriented marketing and promotion activities。Through this series of activities，Let the general public、Ordinary tourists have a broad understanding of Rainbow Dash，Especially in the Yangtze River Delta region。

Through marketing，Dayun quickly accumulated attention。In the summer、Currently selected for National Day tourists，Dayun is also an important choice for many tourists，The number of tourists throughout the year doubled year-on-year。This is the charm of IP，This charm is first reflected in the short-term and quick results in marketing。

Step 3，After there are so many users，It is necessary to turn IP into specific products and projects。So we quickly launched many products on this basis，Including cultural and creative products。We use IP to create product atmosphere，Tourists will go to Dayun to take pictures of all the signs，All road signs are Rainbow Dash，All the warm reminders are from Rainbow Dash。Also，All the warm reminders are from Rainbow Dash，Rainbow’s special hotels and more。

At the same time，We are also accumulating more user fans，Take local people as first-level fans。So，Rainbow goes to school every year to interact with students，There are also Rainbow Dash’s readers，Rainbow's Musical，Rainbow’s anime，Caught from the doll，Capture tourists。By these actions，We incubate Rainbow IP from 0 to 1。What we are doing now is the process from 1 to 10，It is to commercialize Yunbao IP，And various products are appearing one after another。

On a product basis，We are now authorized to many luggage factories，IP images can be used to produce Rainbow Dash’s bags。We also participate in various licensing shows，Apply Rainbow Dash to various products。At the same time，We continue to work on marketing promotion、Increase in accumulating fans，Specially applied for Yunbao’s WeChat public account，Keep creating new content。This year we are also conducting cross-border marketing cooperation with "Uncle Kai Storytelling"，Tell the story of Rainbow Dash to a broad young audience，Make them fans of Rainbow Dash，Become a future consumer of Rainbow Dash。

This is Rainbow Dash’s case。Start by creating an IP image，And then to IP marketing promotion、IP productization，Slowly derive the scalability of IP，Extension related industries，Formation of industrialization，Finally achieved rapid development of the project。

Finally share a case，It is an annual traditional cultural IP developed by us this year，This is called "Pig Logic Town"。“Pig Logic Town” is an IP specially developed by us for this Year of the Pig。Before there is no materialization project，We have done a lot of content creativity，Designed the image of "Pig Bit"，Life scene of giving birth to many pigs、Life attitude and values。

We have developed many designs internally，If there is 300 square meters of space, what should it be made into?，What should be done with 600 square meters，Then we will look for collaborators。There is a scenic spot in Shanxi called Zhangbi Castle，This is a 4A-level scenic spot，But because there are too many ancient castles in Shanxi，It’s 188bet app download hard to stand out，So we were thinking，Can traditional culture be revitalized here，Make it more experiential、More friendly、More Internet-based。

After starting cooperation，We export IP，From creative design to post-operation，The other party pays the brand licensing fee，plus related service fees，We share the relevant income。So，We are during the Chinese New Year，Use the 15 days of Spring Festival and Lantern Festival，Built a "Pig Logic Town" on site。“Pig Logic Town” looks like traditional Chinese culture，But the way of expressing it is very Internet-like，In line with today’s era， Post-90s、The quotations from people born in 2000 are all reflected in it

For example, the place where we sell drinks is called "Zhenzhu Milk Tea"，We have a dedicated open-air karaoke，called "Pig Yingtai"，There is another place to try your luck，called "Pig and Bird House"，etc.。These things are Chinese traditional culture，But the way of expressing it is very Internet-like，So it is very suitable for the modern post-90s generation、Demand characteristics after 00。After marketing promotion，Spring Festival、During the 15 days of Lantern Festival，220,000 tourists came to Zhangbi Castle Scenic Area，Created a new record for tourist reception，And many tourists spontaneously spread and promote each other。

So this also strengthens our IP strategy，It also lets us see that China is too short of IP，Although there are challenges in developing IP、Having difficulty、To invest，But it’s worth it，So we have developed different related product content based on the "Pig Logic Town"，The “Pig Logic Farm” was developed in the second half of this year，Equivalent to the pastoral complex in agricultural tourism。This project is under planning and design，It is expected to be available next year or the year after that。

Same，We will also produce a lot of pig-related content and products，Pass planning、Planning、Design，Implanted into that land，Organic integration，Become an experienceable and consumable product。

The above are the two IPs that we personally operate，all from 0 to 1、The process from 1 to 10，We are also following the industrialization thinking，Continuously iterate IP content and products。

Big investment in cultural tourism projects、Slow results，So in project investment，To cast more accurately、Products more in line with consumers，Would rather invest in more IP projects，Don’t invest in those projects that look high-end。So we think，The success of cultural tourism projects does not depend on the scale of investment，The key is whether there is an IP。final，I will sum it up in one sentence: business is vitality，IP is competitiveness，Operation is productivity。

Okay, the above is my sharing, thank you all.

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