wen | pangjingtoutiao hanna

“mingchuangyoupinyaochengweishijiediyideipshejilingshoujituan”，10yue29ri，zaimingchuangyoupinchuangshiren、dongshizhangyeguofulixia“zhuangzhi”。

huiguyixiajinnianmingchuangyoupiniplianmingdezhanji，jiubunanzhidaoyeguofuhanchu“shijiediyi”dediqicongheerlai。congdongnanyadaoniuyue、bali，congchiikawadaohalibote，mingchuangyoupinzhengzaijiezhubaohuodeiplianmingzhuande“penmanboman”。

iplianmingbuzhijiuhuolemingchuangyoupin，yeranggengduoxiaofeipinpinpaikandaoleipzaicufugou、lagaoyijia、tishengpinpairedushangdezuoyong。ruixingyuloopy、“huangmeigui”liuyifei、《heishenhua：wukong》delianmingsanlianbao，xichahe《guangyuyezhilian》，kfche《lianyushenkong》，zheixieiplianmingyaomeshichengweihulianwangredian，yaomeshidailaiyiboxinpindexiaoliangzhangshi。

“zouzaijieshang，luguodemeiyijiamendian，bushizaizuoiplianming，jiushizaiyurelianmingdelushang”，wangyoupingjiarushi。mouzhongchengdushang，jintiandeipzhiyuxiaofeipin，wuyiyu2018nianqianhoudeliuliangyirenchengweipinpaidaiyanren。zaizheiyichanghonghonglieliedezaofuyundongzhong，ipbeibaozhuangchenglewanjinyou，zaishichangzhongdazaoleyichukanshangqu“xinxinxiangrong”dexiaofeipinipquanyuzhoujingxiang。

piekaizhenshixiaoliangzhangfuhezhenzhengnengchanshengdepinpaixiaoyingbutan，yinzangzaiipshengkuangbeihou，shijishanghaiyougengdadeyingjia——ipshouquanchanyelianshangdewanjia。genjuguojishouquanyexiehuifabude《2023quanqiushouquanshichangbaogao》，2023nianquanqiushouquanshangpinjifuwuxiaoshouedadao3408yimeiyuan，tongbizengzhang8%。

zheixieipchanyeliandezishenwanjiazhengzaizuozheyibi“wenzhuanbupei”deshengyi，bingqieyexinbuzhiyuci。

IP的「起死回生」效应

yaolejieipchanyelian，jiuyaoxianliqing ip dedingyi。ipquancheng“intellectual property”，yiweizhishibanquan；jiandanlaishuo，shizhichuangzuozhejiyuzhilichengguozaiyiduanshijianneixiangyoudezhuanyouquanheduzhanquan。danweishenmezaidangxiadeshichanghuanjingzhong，haoxiangrenheyiyangwupindounengbeichengweiip，katongxingxiang、biaoqingbao、saishi、wenwu、pinpai......

shijishang，xianzaidajiasuojiangdeipyijingjibentuolileyuanbendeyujing，gengduobiaoshideshi“shouquan”deyisi，ji“ipshouquan”，mouyi ip suoyoufangjiang ip shouquanjibeishouquanfangyijinxingchanpinhefuwukaifadeguocheng。yinwei，haiwaibingmeiyouipzheizhonggainian，yidishiniweili，zaiduiwaideyewubiaoshuzhonghuiyong licensing（shouquan）laibiaodaxiangsiyisi。

zhiyuguoneideiphanyicongdanchunde“zhishichanquan”fazhanwei“ipshouquan”，qishiyeshizuijinshiniancaifashengdeshiqing。

2014nianshizhongguoipjingjideyuannian。yi《xiaoshidai》《zhiwomenzhongjiangshiqudeqingchun》《congcongneinian》weidaibiaodedapiipgaibiandianyingshangying，yinfalexiaoshuo、youxi、dongmandeng ip zuopinyingshihuadexinyibolangchao。danzaizheiyijieduan，iphaitingliuyudanchundeneirongshengchancengmian，zaiwenzi、shipin、yinpindengbutongmeijieliuzhuan，yejiushihaizai“jianggushi”dejieduan。jibianyouipyanshengpindegainian，danyingxianglirengranshiipbenshendeshouzhongfanwei。

《小时代》剧照

2016nian，mingchuangyoupinshoucikaishichangshiiplianming，bingyikaozheizhongkuajieyingxiaodefangshichenggong“qisihuisheng”。2017nianaiqiyishijiedahuishang，gongyutichule“yiyuduochi”deshangyemoshi，jiangyige ip neirongjinxingliyizuidahuakaifa。zheigejieduan，ipwanjiamenyijingcongneirongshengtaizhongkaifachuchengwei“ip+”dexiaofeipinqianli。

youqijinliangnian，fengkuangdeipkuajielianminghuodongjihufugailerenmenxiaofeishenghuodejiaoluo，chide、hede、yongde、chuande、zhude，yezhenzhengshide“ipshouquanxiaofeipin”zheitaoshangyemoshiguangweirenzhi。youmeitibaodaocheng，2023 nianxinchayinpinpaipingjunsantianjiuhuichuxianyigeiplianming。

yucitongshi，dazhongkaishifaxian，ipdemenjianzaibuduanjiangdi；yuelaiyueduoqinglianghuadeneirongbeizuochengle ip，biru loopy、xiantiaoxiaogou、chiikawadeng。jiuqiyuanyin，ipyijingchengweilewenhuafuhao，zhibuguodangxiawenhuadezaitijiushixiaoshuo、yingshi、yule，yijishejiaomeitishangdegezhongsuipianhuaxinxi，baokuojiechudaodebiaoqingbao、mengxiwenhua、erciyuan、mingxingaidoudeng，yiciweijichuyanshenchulaideyongyougudingfensiqunti、mingquebanquanguishudetongtongbeichengweileip。

xiaofeiipbenshen，congxiaofeishehuixuejiaodulaikan，jiuchengleyizhongjuyouxiangzhengxing、fuhaohuadexingwei；dazhongtongguo ip xiaofeilaichuandishehuishenfenhediwei，goujiantarenguanxi，huodeshenfenrentonggan。

IP版权在手，竞争力自有？

pangdadeshichangxuqiuxia，yuelaiyueduodeipshouquanwanjiapaoburuchang。

ipdeyuantouziranshigedabanquanfang。zaiipshouquandechanyelianzhong，banquanfangchuzaihaowuzhengyideshangyou，tamenjiangzijiqixiade ip tongguoshouquanxiaofeichanpinhetiyandemoshihuoyi，yongyouzuidade“huayuquan”ji“jingjiquan”。

genjulicense globalzuixinfabude《2024nianquanqiudingjishouquanshangbaogao》xianshi，huatedishiniyi 620 yimeiyuandelingshouejixuchanlianbangshou。huatedishiniqixiayongyoubaokuomilaoshuhetadepengyoumen、weinixiong、xingqiudazhan、dishinigongzhu、manweidianyingyuzhou、zhizhuxia（yusuonigongyou）、qichezongdongyuan、shiziwang、wanjuzongdongyuandengzaineidebujiqishupangdaipjuzhen。

tongshi，genjuwikimilitongji，zai2023nianquanqiuzuizhuanqiande50geipzhong，dishiniyongyou12ge，erpaimingqian 10 de ip zhongyou 5 geshuyudishini。jinguanipdeshangyejiazhiyulingshouebingbuwanquandengtong，ipshouquanmoshideduoyangxingjilingshouedejisuanfangfadouhuidaozhijieguodechayi，danlingshoueshifanyingipjiazhidezhongyaoweidu。

迪士尼品牌矩阵

neirongxingipshidishinidehexinjingzhengli，tongguoduipikesi、manwei、ershishijifusidenggongsideshougou，dishiniwanchengleduiquanqiuzhimingipdejieduanxing“longduan”。yudishinibingjian，tongguolaizixiaoshuo、yingshi、youxi、xingxiangdengyuanmeitidazaodeip，jishenquanqiudingji ip shouquanshangdehaiyou，yongyouhalibotedehuanaxiongdi，yongyoubaokemeng、maliaoderentiantang，yongyoubianxingjingang、xiaozhupeiqidehaizhibao，yongyoubabidemeitai，yongyouxingjimihangdepailameng，yijiyongyou hello kitty desanliou。

shixianfangdaozhongguoshichang，bangdanzhongpaimingdiyidezhongguo ip shouquanshangshiyongyouxiyangyangyuhuitailang、balalaxiaomoxian、kaijiayongshidengzhimingguochandongmanipdeaofeiyule，qiyi6.09yimeiyuandelingshouepaidaolebangdanzhongdi47wei。jinsuiqihoudeshipaimingdi49weideshanghaitianluoxing，qixiayongyoutaidizhenzang、xingyunhou、danhuangmaodengyuanchuang ip yijidunhuangbowuguan、qinshihuangbingmayong、zhongguohangtiancnspacedengip。

zheiliangnian，pangjingyeguanchadaolaiziriman、erciyuanyouxi、yinvyouxidengneirongchuangzuoweizhutide ip zhengzaixingchengliuxingqushi。zaitaotianfabude 2023nianduipjiazhibangzhong，chuleshangshuiplaopengyouzhiwai，haiyouyixiexinxing ip zhengzaichengweixiaofeishouquandedingliangzhu，birumihayouqixiade《yuanshen》《benghuai3》，tengxunqixiade《guangyuyezhilian》，wangyiqixiade《danzipaidui》deng。《yuanshen》cengchuangxiayigeyuelianming13ci，yitianlianming3cidejilu。

《原神》与必胜客联名活动

raner，bingbushimeijiagongsidounengjianguipdeshangyehuashouquan。biru，zaiyixiekuadiqudeipcaimaixuqiuzhixia，jiuxuyaoipde“qianke”laibangzhulianjie ip deshouquanshangyubeishouquanshang，shouquanshangshiipdesuoyouzhehuoguanlizhe，erbeishouquanshangkeyishizhizuoshang、lingshoushang、pinpaifangdeng，zheixie“qianke”yebeichengweiipshouquandailishang，bangzhuipsuoyouzhexunzhaobeishouquanshang，youshihainengtigongpinpaiji ip yunyingcelve、panduanshichangqushi，cuchengipjiazhidezuidahua。

biruqianwentidaodexinchayinhexinxiaofeipinpaidebeihoujiulibukaidailishangdebangzhu，youhuoshiyixiewanjuzhizaoshangyehuijiezhuipdingzhichanpin，guoneizhimingkapaiyouxishengchanshangkayoubeihoujiuzhanzhexiaomabaoli、yeluoli、aotemandengduogezhimingipdeshouquan。

zai license globalzuixinfabude《2024nianquanqiudingjishouquandailishangbaogao》zhong，guojiguanlijituan imgdiliucichanlianbangshou，qikehubaokuobaishi、baoleizhiye、dazhong、cikexintiao、xiaomabaoli、caihongliuhao、mashaladi、bianxingjingangdengdengpinpai。

pangjingzhuyidao，bangdanzhonghaiyousanjialaizizhongguobentudeshouquandailishangweilieqizhong，fenbieshialiyu、yizhouren、lingbangdonghua。

Chiikawa 联名名创优品快闪活动

aliyushialibabajituanqixiazhuanzhuipyunyingguanlijishangyehuakaifadechangpai，yubaokemeng、shengdoushixingshi、gaoda、xiaohuangren、labixiaoxin、kakao friends、sanlioudengzhiming ip youhezuo；jinnian，aliyugengshinaxialezaiguoneidahuoderenqi ip chiikawa dedujiahezuo，zaitianmaokaisheleshoujiaxianshangguanfangqijiandian。

yizhourenhezuode ip gengduojizhongzaishaoerlingyu，ruhaimianbaobao、wangwangduilidagong、duoladeng，zheixiedoushizaiertongzhongyongyouguangfanzhimingdudedonghuaipjiaose。

lingbangdonghuazeshinaxialepaiqiushaonian、zhoushuhuizhan、yinhun、mokashaonvying、xiaomabaoli、xiaozhupeiqidengguojichaorenqi ip dehezuo，yu kec、casetify、boss dengpinpaijinxinglekuajieliandong。

zaizheitiao ip shouquanliantiaodexiayou，zhanzhedeyouyanshendexiaofeipin，yeyougezhongkuajiedelianminghezuo，yijizhimiandazhongdexiaofeipinpai。zhibuguo，ipshouquanzhongjiushiyimenangguiqieyisuideshengyi。“ipshouquanwangzhe”mingchuangyoupincaibaoxianshi，2024 nianshangbanniandeipshouquanfeiyongwei 1.83 yiyuan，yuyingshoushixianle“xieshougongjin”；mianduizheizhongqingjing，bushaopingtaihuopinpaidoukaishiyunniangzhefuhuaziyouip，jiangzheitiaochanyelianshangdeshangzhongxiayouquanbunangkuo。

IP授权不止于联名

qianduanshijian，kapaichaoliuwenhuapinpaihitcardhuodelexinyilunrongzi，youyuewenjituanlingtou。hitcard chengliyu2021nian，zhuanzhuyuziyouipkapaideyanfayijihezuolianmingkapaidechuangzuo。yuewendezheiyibitouzihaowuyiwenshixiwangjietouzifengfuyuewenzaixiaofeipinsaidaodeshangyehuajuzhen。julejie，jinnianshangbannianyilai，yuewenqixiaipyanshengpinchangpai“yuewenhaowu”yiyu hitcardgongtongkaifale《qingyunian》《quanzhigaoshou》《guimizhizhu》kapai，weilaishuangfanghaijiangjiugengduoyuewen ip zhankaihezuo。

pingtaiqinzixiachang，dangranbuzhiyuewenyijia。jinnianyiyueshi，mangguochaomeifabuleyifenbucuode 2023 nianducaibao，qixiadexiaomangdianshangnian gmv tupo 100 yiyuan，qizhongzhongdiantidaoleziyingpinpai“nanbowan”degmvchaoguo2.7yiyuan。er“nanbowan”zhengshishuyumangguotvtongguoyuanchuangneirong《mingzhentanxueyuan》ip fuhuaerlaidefushipinpai。

南波万服饰产品

eraliyuzhudade“ip2b2c”quanlianlufuwumoshi，yeshizaiipshouquanhezuojichushang，zengjialeneirongkaifa、pinpaiyunying、zhutidianshangqijiandianyunying、shangpinduoyuanxiaoshouqudao、ziyingshangpinkaifa、zhutishuzizichankaifayufaxingdenggehuanjiedefugai。

pinpaifangmian，chaowanpinpaipaopaomateyezaijinxing ip dequanlianluyunying，zaiyuzhiming ip hezuodetongshi，yezaichixukaifaziyou ip，bingjiangzhishouquanyuqitapinpai，“jizuojiafangyouzuoyifang”。kk jituanqixiadechaowanpinpai x11 zeshijiushiyishendujieru ip kaifaliantiaodexingshi，zhutui pingu、xiantiaoxiaogou、xianluolipu、fenhongtuzideng ip baohuochuquan。

dan，huolezhihouni，ip shouquandeshengyizhenjiuyilaoyongyima？

guoqujinian，dishini ip dianyingzaiguojishichangshangyiduxianrudimi，qingyuanxianzhongliumeishidejituanyejibulixiang，budeyizhixia，zhangmenrenluobote·aigezhongxinhuiguidishini。zaihuiguizhihou，aigezhongxinyazhuhuichixubuduandeyouzhineirong，《tounaotegongdui2》《sishiyujinganglang》dengyingpiandeshangying，jinyibugongguledishini“ipdiguo”dechengchi。

《头脑特工队2》剧照

huidaoipshang，tongyangruci，qiangrudishini，zaiipyunyinghexiaofeipinyanshengzuodefengshengshuiqi，yexuyaoyouzhineirongduiipdegonggu，zheishizhangqideshengyi，tongguoneirongzaiqufanbuipyanshengpin。

zaijinnian10yuede“zhongguowanxiesizhan”shang，huatedishinigongsichuangyibuyataiqufuzongcaifangqiduiwaibiaoshi，zaiguoqu12geyuezhong，mei2miaozhongjiuyou1jianzhutimaorongwanjuzaizhongguoneidishouchu。dishinizuixincaibaoyexianshi，zaiyule、tiyuhetiyansandayewuzhong，baohanzhutileyuan、youlun、ipyanshengdetiyanyewuyingshouwei 83.86 yimeiyuan，zhanzongyingshoude 36.22%。

ciqian，zai《wanjuchuhaidexiabanchang，xuyaoqiangipshangchang》yiwenzhong，pangjingjiucengtiji，dishiniipzhisuoyinenggoudaijiguanzhonggengchenjinshidetiyan，jiushiyinweiqikuabumendelinghuoliandong，congdicengzhongsuip，huishikeyuyuanshiipchuangzuotuanduishenduronghe，zaibaochihuolinghuoxian、yuanzhiyuanweidetongshi，jieruxiaofeipinchanpinkaifabumendechuangxin，tigongjishuxiyouxinxiandetiyan。

ipshouquanbuzhishitiepai、lianmingdeshengyi。ruguonenggoujiangipdejingshenyanshendaoxiaofeipinzhong，jierchuandijixiaofeizhe，jiukeyizaiiphexiaofeishouquanpinzhijianxingchengbihuan。danyaoxingchengzheiyangdebihuan，guoneideipshouquanshanghaiyouhenzhangdeluyaozou。