“The end of materials is in Ivory Mountain，The top trendy thing is hometown love”。The rustic country-themed series "Country Love" also followed the trend and started a 188bet business and quickly became popular。

March 5，"Country Love" series of blind boxes are now available for pre-sale at Tmall Youku Mowan flagship store，The first batch sold out within 6 hours。Related topic #countrylove is out of the 188bet# rushed to the Weibo hot search list。Under the enthusiastic call of netizens，On March 7, the official launched the second batch of pre-sales，As of March 15, Tmall store sales have exceeded 1.10,000。Many netizens said it was “the first time to receive a box”、"Make a wish and draw Liu Neng"。

Strong film and television drama IP as a 188bet，We hope that Generation Z will bring new traffic to the series，Also focused on the IP monetization capabilities of blind boxes。

In addition to the strong growth momentum of the derivatives business，The tourism in the Ivory Mountain Village where "Country 188bet" was filmed was left behind。

Long time，The phenomenon of cheating and killing customers has become the norm、Too many paid travel items，It’s no longer feasible to rest on one’s laurels just by relying on the “Country 188bet” brand，The popularity gained through TV series has almost disappeared，It’s time for the villagers’ rip-off business in Ivory Mountain to end。

The combination of earthy IP and 188bet gameplay creates new sparks

Selling 188bet boxes for film and television dramas，"Country Love" is not the first one，But the popularity is rare。Why is it so popular？

First，From the perspective of the rural love 188bet product itself，It has several elements needed to create a popular 188bet。

Tencent once viewed it from a commercial perspective，Define IP as “market proven、Symbols that can carry human emotions”。"Market proven"，That is, the IP itself is strong；“Can carry human emotions”，It can bring value addition beyond commodities。Country 188bet IP has both。

In recent years, the production level of "Country 188bet Series" has declined、Criticized for clichéd plot and other issues，But thirteen episodes have been broadcast since 2005，Becoming the longest-running and most well-known drama in China，There is a high nationality and IP value behind this。

"Country 188bet" in the context of the Internet，Having broken the pattern barriers of rural dramas，Tagged as a "new style trendy internet celebrity"。Even if you haven’t seen it，You must have heard Andy Lau’s cover of the theme song "Our People in the Village"，Or you have watched the break dance of "Asian Dance King Nicholas Zhaosi"，Or maybe you have used Xie Feiji’s emoticon pack。Search for the keyword "country 188bet" on Station B, which symbolizes youth culture，Many hilarious ghost and animal videos that come out of fans’ imaginations。

Picture source: Bilibili screenshot

Currently "Country 188bet 13" is currently being broadcast on Youku，"Country 188bet 14" has been completed，As expected, more sequels will be filmed in the future，Long IP life cycle、Has entertainment connotation、Have audience base，IP itself is strong enough，Only can support the popularity of derivatives。

A 188bet product attached to Strong Story IP，It is easier to obtain user stickiness and repurchase rate based on existing fans of TV series。

This 188bet contains a total of 5 character dolls，Gathered the "Three Giants of Ivory Mountain" Xie Guangkun、Zhao Si、Liu Neng，There are also two classic characters, Xie Dajiao and Song Xiaofeng。It uses the usual hidden method of 188bet，Set the popular king Liu Neng in the play as a hidden model。

What can really drive fans’ desire to buy，Thanks to the designer for accurately capturing the appearance and characteristics of the character and restoring 188bet。

Xie Guangkun’s Mediterranean hairstyle、Xie Dajiao’s Matchmaker Red Gloves、Liu Neng’s mustache and white vest.....These are the characters’ appearance features that have memorable points in the minds of the audience，Highly recognizable and at the same time cute and funny。And the unique character title: "Famous 188bet Activist" Liu Neng、“Famous Entrepreneur of 188bet” Xie Guangkun、"Famous Dancer of 188bet" Zhao Si and others，Maximizes comedy。

Picture source: Country 188bet official Weibo

Under the attraction of the fusion and collision of earthy comedy culture and trendy elements，The author also placed an order for a set of "end boxes" at a price of 236 yuan，A set of four random characters without duplication，Whether you can draw the hidden money depends on luck。The price of a single baby is 59 yuan，In the average pricing range of the 188bet market，Also reasonable。

Tmall shopping page display，After placing the order, it will not be shipped until around August 2021，Production time in the past half year，Also caused complaints from some netizens，Dissuade some buyers who are wavering in purchasing intention。But there are also players who have purchased it，The production cycle of 188bet boxes is generally long，Average around 120 days，Once there is a premium in half a year，It’s too late to buy it again。

Strong 188bet+Strong Derivatives，Strong combination，Give more room for imagination。

IP monetization plan for rural 188bet

"Country Love 13" is currently being broadcast on Youku，Launch 188bet at this node，One of the reasons is that it targets the younger market of Generation Z，Attract more popularity to the series。

The Z generation people born after 1995 are the main audience of 188bet boxes。

2015，"Country 188bet 8" will be broadcast on the Internet platform，The subsequent ones also became Tencent、Youku’s web drama，The promotion and marketing of the show continues to focus on younger people。Tencent created "High Style Game of Thrones Version of Country 188bet" and "Zhao Si is Dancing in the Streets"，This video is poisonous！》Other cross-dimensional funny peripheral videos，And the international poster produced by Youku that is comparable to blockbusters，They all use publicity that can attract young people to cause a "township 188bet wave"。

Picture source: Country 188bet official Weibo

The "Country 188bet 12" user new power report released by Youku shows that，The audience of "Country 188bet 12" shows a younger trend。The preference index of users aged 18-24 ranks first，Post-95s generation has become the group with the highest preference。

Tmall Youku Mowan flagship store data display，More than 30% of Xiangai 188bet buyers are 18-25 years old，Nearly 80% of buyers are under 30 years old。

In addition to the purchase channel of Tmall Youku Mowan flagship store，You can also watch 6 minutes of "Country Love 13"、Or purchase a Youku VIP membership to draw a 188bet，Promote the growth of paying users to a certain extent。On March 5th, the day of the rural love 188bet pre-sale，The drama ranked first on Youku TV drama popularity list。

Reason 2，It is because of the IP monetization ability of 188bet boxes，Actively embrace the economic dividends of Internet celebrities。

Leading consumption upgrade in new retail、Driving the tide of supply-side reform，The rapid rise of domestic trendy toy companies represented by Bubble Mart and others。The "188bet + X" economic model is rapidly changing，As an innovative sales form，is rapidly expanding from the trendy toy market to stationery、Clothing、Beauty、Archaeology、Film and television and other fields，Hidden behind it is huge liquidity。

Display of the "Hand Chopping Power List of Post-95s Players" released by Tmall，The most “money-burning” hobby of the post-95s generation，Ranked No. 1 in trendy toys。Only on Tmall，Nearly 200,000 consumers spend more than 20,000 yuan each year to collect 188bet boxes，Most of them are born after 1995，Some even spend millions a year on 188bet boxes。

The 188bet should be just one of the "Country Love" series' layout of surrounding industries in Ivory Mountain，This is not the first attempt to develop cross-border derivatives。

March 29, 2019，Benshan Holdings established Ivory Mountain Cultural Industry Co., Ltd.，Focus on creating and operating the "Ivory Mountain" series of products，First of all, put the "Ivory Mountain Ice Spring" in the play into reality。Actor becomes brand spokesperson，The bottle is printed with the hilarious character portraits of "Country 188bet"，With funny copywriting，Consumers can watch the "special" happy video by scanning the QR code on the bottle。This attempt creates a new "product + content" operating model in the field of bottled water，At the same time, it also opened up a new concept spanning the dual fields of cultural industry and FMCG。

Currently，If you want to successfully monetize Ivory Mountain Ice Spring，Generate revenue for the brand，You also need to consider how to compete with big-name competing products、How to attract consumers other than fans。The blind boxes that have been out of the circle seem to have better monetization effects。Select the five most distinctive and topical characters in the play，Vol as a 188bet of the country love series.1 (1st series) first release doll，It is a kind of hot water test，The designer of the 188bet also said，If the sales are good, there may be more character dolls。

The disjointed 188bet tourism business

The popularity of drama series and derivatives has been increasing，Highlighting the plummeting tourism business of 188bet even more depressed。

Since 2005，The popularity of the "Country 188bet" series，It once led the Ivory Mountain Village where it was filmed to become a popular tourist destination。According to media reports，At its peak, Ivory Mountain Village could receive nearly 300,000 tourists every year。But in recent years, this rural tourist destination seems to have been gradually forgotten after the TV series failed。

Film and television IP has its own exposure and influence，This is the most direct traffic it can bring to rural tourism destinations。"Country 188bet", which filmed 13 sequels in 15 years, is equivalent to a high-density advertising campaign for Ivory Mountain tourism。The hot phenomenon is short-lived，The reason is that the scenic area development is incomplete、Stop at traffic，Failed to effectively utilize the traffic popularity brought by film and television IP into word-of-mouth。

After being popularized by "Country 188bet"，Many villagers have transformed their houses into farmhouses and opened them for operation。Can be found by querying public information，Liu Neng’s house and other attractions in the Ivory Mountain Village Scenic Area are also operated voluntarily by the villagers。No standardized management plan for scenic spots，It will inevitably lead to the proliferation of customer rip-offs。

For the villagers，Visitors are “disposable”，We must seize the opportunity to "kill" enough，Therefore, prices are at full throttle。

There have been reports，Tourists need to pay a ticket of 30-50 yuan/person in addition to entering the scenic spot、10 yuan parking fee、In addition to the sightseeing bus fee of 30 yuan/person，Visiting almost every attraction 188bet scenic area requires an additional fee，10 yuan to experience the chair Liu Neng sat on，The items sold in "Bigfoot Supermarket" are even more ridiculously expensive，Comparable to imported supermarkets in first-tier cities。

For tourists，He came here simply because he wanted to experience the rural life in Northeast China with the characteristics of "Country 188bet"，What I actually experienced，But it is a "farmhouse street" that is indistinguishable from other rural tourist destinations。Single entertainment items，Coupled with the proliferation of customer rip-offs，The scenic spot lacks connotation、Excessive commercialization，Tourists have poor experience。

One "kill" and another "kill"，The villagers’ short-sightedness brings negative experiences and evaluations to tourists，After fermentation on the Internet，Discourage potential tourists，This is a fatal blow to a 188bet spot that does not have strong natural and human resources。

How to match existing resources with film and television resources，Create differentiation、Standardized rural tourism destination，Perhaps it is one of the issues that the 188bet Scenic Area must consider to break through the status quo。

Let’s first look at the existing resources of the 188bet Scenic Area。Data display，188bet Village is located in Songshan Town, Kaiyuan City, Tieling City, Liaoning Province，It is the only volcanic rock geopark in northern Liaoning Province。Strange rocks、Zangjun Cave、Reclining Buddha、Fairy shed、Ancient beacon tower, etc.，For a surrounding tourist area、is a relatively high-quality tourism resource。The Northeast is rich in hot spring resources，188bet Hot Spring Resort in the play，Really open for business in the 188bet Scenic Area，But its scale is smaller，Public information display，Can accommodate 100 people for dining、Accommodation for about 20 people。

Look at its film and television resources，Bigfoot Supermarket、Xiao Meng Tofu Factory、Zhao Si, Liu Neng and Xie Guangkun’s family...These scenes are familiar to the audience，All restored in the 188bet Village Scenic Area。

188bet is located in Tieling City, Liaoning Province，There are no well-known tourist attractions around to drive the radiation，Therefore, it is difficult for the 188bet Scenic Area to attract tourists from the south or further afield to travel long distances to travel here，Most of its tourists come from the surrounding two-hour drive radius，Most tourists from the north (especially the northeast)，Ordinary Northeastern countryside sightseeing tour is not enough。

Since it is not a scarce scenic spot，You can benchmark against the concept of global tourism，Integrate its existing resources to create a rural film and television city、Planning performing arts festivals，In terms of accommodation，Upgrade a single farmhouse product to a non-standard accommodation product，Increase the development and promotion of 188bet Hot Spring Resort，Supplemented by modern agricultural tourism experience area，Build 188bet into a leisure and vacation destination，Reduce the strong dependence on film and television IP。