youshanghaibaoyejituan|jiemianxinwenzhubandeshoujie【xinguochaodahui】yu7yue29riyuanmanluomu。jiemianxinwenliyaolaizibeijingfuzhuangxueyuan、aoweizixundengduojiazhimingxueyuan、jigou，hongdou、huanruishiji、zhubingren·tong、dr.alvaaierboshi、seesaw、balabala、beijingjingcai、bosideng、dabaitu、dajiangchuangxin、fuguang、geli、haolilai、jimitouying、jiuyang、laoganma、zhengshanhoupai、laojinmofang、laoshengchang、lining、liushen、ningmengyingye、nongfushanquan、shanghaibiao、taolimianbao、wanmeiriji、yeshu、yixian、yilian、yuanqisenlindengbaiyujiaguochaolingyuzhimingpinpaiyunduangongxiangshenghui。shujutongji，yunfenghuidangtiangongyou20yujiameitipingtaitongbuzhibo，zaixianrenshuchao500wan。

首届【新国潮大会】云峰会现场，多位嘉宾以“新品牌 · 老字号”为核心展开了精彩的分享。以下是欢瑞世纪衍生总经理、睿嘉资产投资副总裁郭婵主旨演讲《挖掘影视IP与大消费的深层价值》文字实录——

dajiahao，woshiguochan，wolaizihuanruishiji，wozaihuanruishijidanrenyanshengpindefuzeren，tongshiwohaijianrenruijiazichandetouzifuzongcai，hengaoxingjintianlaidaojiemianjidajiafenxiangxiangguandeyiti。wojintiandeyanjiangshiguanyuwajueyingshiiphedaxiaofeideshencengjiazhi。zheicideyanjiangwoxiangfenweisangebufen，diyigebufenshiguanyuhuanruishijidejieshao，womenshizuoshenmede，yijiwomenzheimeduoniandeyixiejileihexiangfa。dierbufenshimianduiyingshiiphexiangguandedaxiaofei，muqianyoushenmexianzhuangyijiweilaidesikao。disangejiushishuozaizheizhongbeijingzhixia，huanruishijizenmelaizuo，womenruhequzuo，zhuyaoshizheisangeyiti。

shouxianjieshaoyixiahuanruishiji。womenyizhichixuzaizuoipdedizaozhe，huanruishijicong2006niankaishiyizhidaoxianzaiyijingjiangjinkuai16geniantoule，zheimeduonianzouguolaiqishishifeichangburongyide。zaizhongguorouyankejiandeyingshigongsidagaiyou4000duojia，danshinengzaizheigexingyelizuodaotoubuqiyeshijiaojiaozhedegongsi，qishishihenshaode。

16niandeshihou，womenzai7yue21haodeshihoujieqiaoshangshihuodeletongguo，womenyechenggongdedenglule aguzhuban，suoyicongmouzhongchengdushanglaishuo，guoneidezhubandeyingshigongsibingbuduo，erwomenyesuanshiyouxingzhongdeqizhongyijia。

congwomendehexinnenglilaishuodehua，zhuyaoshifenweiliangdian，yigeshizaijujizhizao，womenzheiyeshiwomendehexinqudongli，lingwaiyigejiushizaoxingnengli，buguancongshichanghaishiyejielaishuo，huanruishijidoushiyouzijidehexinjingzhengli。jujizhizaofangmian，keyikandaocongzuizao11、12niandao15、16nianshenzhidaoxianzai，womendouhuijianchiyinianyibubaokuanjudejiezoujinxingneirongshengchan。baokuandedingyi，woxiangbujinjinshishuohuodeyixiejiandandezhimingdu，ershishuozaizheiyinianzhongnenggouyinqixiangyingdeyigechaoliu。birushuo，2011nian—2012niandeshihou，《gong》zheigeticaijiukaiqilezhongguochuanyueticaidexianxiang。dao2014niandeshihou，womenzuoleguoneideyigebaokuanxiangmujiaozuo《gujianqitan》。houlaidao15nianwomenzuole《daomubiji》。《daomubiji》keyishuokaiqileguoneihulianwangshipinxingyedejingzhengxumu，tashidiyibuzhenzhengdewangju。zaidaoqianliangniande《liuli》，weiqibochupingtaiyoukudailailehenhaodereduheliuliang。

qishicongshijianzhoulaikandehua，huanruishijihuizaimeinianchanchuyibubaokuanju，shengxiadebaokuoyixiedianyingfangmianhuozheshigongsibutaishanzhangdefangmian，zegengduodeshitongguohezuohuozheshicantou、lianhefaxingdexingshijinxing，baokuo2020niandeshihou，cantoule《gemingzhe》《zhangjinhu》，baokuojinnianchunjiedangde《xiongchumei》deng，douhuodelefeichanghaodechengji。qishicongzhenggeshijianzhoulaikandehua，womenzheijiniandedianshijuketongjidedianjiliangyijingchaoguo1000yi，zheigeshujuzaizhenggeshichangshangwogerenrenweiyeshiyaoyaolingxiande。

lingwaiyigepartshiyirenjingji。zhongsuozhouzhi，huanruishijishiyigezaoxinggongchang，dabufendoulaiziyuhuanruishiji，huozheshuoshicongxiangguandetixihejujizuopinzhongzouchulai。jiuqibeihoudeyuanyin，wojuedehuanruishijizhangwoleduiyuzenmeyangchengweiyigeyouxiudeyanyuan，huozheshuochengweiyigehaoyanyuan，bingqienenggenshichangxiangpipeidemima，wojuedehuanruishijide dnayuanziyuqizishenjingyandejilei。

qici，huanruiganyongxinren。yinweicongzhenggeshichangdejiaodushanglaishuo，yongxinrenyidinghuichengdanyixiefengxian，huozheshishuoyongxinrenbenshen，congzhenggeshouyibilaijiangbingbushihenkeguan。danhuanruigengduodeshijiyuduiyujubenshen，huozheshirenwubenshendelijiequtiaoxuanyanyuan。suoyishuo，womenyuanyiqushiyongqiadangderen，bingjitaqiadangdejiaose，congerjigengduoxinrenjihui。biruquniandeshihou，womenqidonglehuanruixinshengjihua，baomingrenshudadaole3wanrenzuoyou，danshijishangwomenzhenzhengtiaoxuanchulaibingqianyuedezhiyouliangweiyiren。zheiliangweiyanyuan，womenweiqiliangshendingzuoleshihedexiangmu，rangtamenzhenzhengdezouxiangzhenggedazhongshichang，shoudaogengduoguanzhu。

houmianshiyixiexiangmudejieshao，xiangxindajiajibenshangdouhuikanguo，yehuilejiecongzuizaode《gong》xiliedao《gujianqitan》dexilie，baokuohoumianyixie《daomubiji》xiliedeng。zheixiejujiqishidoukaichuangjilu，shenzhizhanzaixianzaihuiwangguoqu，shikualishiguanjianjiediandezuopin。birushuo《maque》,zheigexiangmukaiqilezhenzhengdeqingchundiezhanju，“qingchundiezhan”zheigeticaiyezhengshicong《maque》caibeishichangrenzhide。er《datangrongyao》tuichulerenjialun，tatongguozheibujuzouxiangleguanzhong，bingbeidajiasuoshuzhi。

jinjinjiezhejiushi《jinyizhixia》，2020niandeshihou《jinyizhixia》daidongleyiguchaoliu，zaidangshiyinqileshichangduiyuguzhuangjuhuozheshimingchaolishijudeguanzhudu，baokuojiaosechuandeyifu，shoudaoleshichangderepeng。《liuli》zeshi2020niandibochudeyigexiangmu，keweidangshidexianxiangjibaokuan。juzhongtongkuanhanfu，zhijierangguanzhongquzhiruowu，yijiahanfudianmaile2wanduotao，bingdedaoleyangmeideguanzhu，zheiyejiwomenduiyuzijizuofuhuadao，huozheyanshengpindailaileyidingdexinxin。

diergebufenwoxiangshuo，huanruijiranzuolezheimeduonianyingshihuahuozheshiipchuangzuo，yudaxiaofeihuozheshizhenggeshichangdejiehediandaodizainali。zheishiwojintianzuihexinxiangtantaodeyigewenti。yingshihuadeip，tadebianxianmoshixiangduilaishuoshibijiaojiandande，diyishibanquanfenxiao，diershiwuquanfenxiao。banquanfenxiaokenengshimuqianweizhizheimeduonianpaoxialai，bijiaochengshudemoshi。tayouyidingdeliuchengchengxu，birushuoxiangxiaoshuo+yingshi+youxi，huozheshixiaoshuo+yingshi+zhoubian，zheishizhenggeliantiaozheimeduonianyizhizaimosuo，bingyijingxingchengyigebihuandeshangyemoshi。

zheizhongdanchundeyingshihuaip，jinxieniankaishichuxianyixiewenti。diyi，xianzaideipgengduodehaishiyifuhaohuaweizhu，tadezhenggetixihaizaidajian。zheiqizhongjiushejijigeweidudewenti：shouxian，xianzaiyouzhideipcunliangqishishibuduanjianshaode。womenkeyikandao，jinniankaijidehenduoxiangmu，buguanshixianjianxiliehuozheshiqitadexilie，qishishibayixieyouzhideipzhongxinfanxin。zheishuomingxianzaixinzengdeipzhiliang，huozheshishuocunliangbingmeiyouwomenxiangxiangzhongneiyangneimeduo。qici，jiuipbenshenlaishuo，tashiyigeyishuchuangzuodeguocheng，bujiandemeiyigedounengchenggong，yebujiandedierbudisanbujiuxiangdiyibuneimechenggong，suoyishuotadebuquedingxinghuozheshitashoushichangdeyingxianghuihenda。zaici，ipdekaifamuqianxianrudaoyizhongkuaixiaodemoshi，womennadaoyigeiphuoyigexiangmudeshihou，womenhuiyongchuantongdesiluqujiejueta。zaizuizaoqideshihou，zenmequguihuadierbudisanbuquzuoshenme，wojuedezheigeshimuqianshichangshangxiangduibijiaoqianquede。zuihou，danchundeipshouquanqishiduiyubanquanfangyehao，huozheshixiangguanfangyehao，hennandaidonggengdadeshichangshouyi，zheiyeshiwojuedemuqianweizhizhenggeyingshiiphuamianlindaozuihexindewenti。

daoxianzaiweizhi，womenyekandaohenduoxianxiang，baokuojinniantengxunshipinhenbaokuandeyigexiangmujiushi《menghualu》。quniandeshihou，womenyezuoleyixietansuo，keyikandaoxianzaizhenggeyingshiipyezaizhujiandezhimiancduanshichang，womenzhiqiankandaolehenduoip，taxuyaoyixiemeijielaizhuanhua，birutabianchengyouxi、bianchengyingshi、bianchengdianying，dajiacainengkandedao。danshixianzaiipyijingtiaochuleyixiechuantongdequdao，takenengzaigezhongfangxiang，baokuoneirong、zaiti、yingxiaodengdeng，chaozheyixieduochangjinghuaqumanyan。birushuo，congdianshanghequdaodechangjing，womenkandaoxianzaimangguohunanweishizuochulezijidexiaomangdianshang，tazishendeneirongkeyiquguagou，shenzhiwomenkeyizaimangguodezongyishangkandaomingxingquzuoqincetongkuanshipin，zheijiushineironggendianshangdeniudai。lingwai，shiduanshipindeneirong。woxiangzuijinhenduorendouzaidouyinshangshuadaole《menghualu》genxichadelianming，womenkeyikandaoqishizaizhenggedeyingxiaocelveshangdehua，neirongbenshenshiyigefeichanghaodeyingzi，tadailaileyixiechuantongwenhuadeyanshenghehuiliu。womenkandaodianchawenhuajingrangenxichayiqilaijiehe，shidexichatayoujubeishishangxing，youjubeiduichuantongwenhuadeyigejiehehezunzhong。

lingwaishicongyingxiaoqudaoshang，womenguangjiedeshihoukeyizai500midefanweineikandaoxichahuozheqitaxiangguandechayinpinpai，duizheigeiplaishuo，tazaiyicijiashenlerenmendui ipxingxiangdelijie。zaiyoujiushixianxiachangjing，qishicongqunianqianniankaishi，buguanshicongjubenshayehao，huozheshixianzaihenduodexianxiatiyandianyehao，baokuoxianzaixiankailehenduo《zhanganshiershichen》detiyandian“chenjinzhan”deng。zheixiedoushixianxiachangjingdelingwaiyigequdaozhanshi。muqianlaikan，ipzaigenqitadechangjingbutingdezaizuoronghehepengzhuang，zhujianyikaishixingchengyigezhengheyingxiao，zheishidadefangxiang。lingwaicongyingshiipgenguochaodexiangguanxinglaikan，wojuedeguochaodesiyaosu：baokuopinpai、neirong、xiaofei、xinrenlei，wojuedeyijingshiyigegongshile。zaizheisigeweiduli，duiyuyingshiiplaishuo，zuizhongyaodejiushineirong。xianzaideguochaoxuyaoyouyixiezhongguofuhaohuozheshitongnianjiyidian，tabenzhishangshizaixunzhaohexindegongqingli。hechanpinbenshenhuozheshiqingganbenshen，womendegongmingchuzainali？zheiqishishiduiyingshiiplaishuoshifeichanghaodeqierudian。

duiyingshiiplaishuo，tabujinjinshiyigefuhao，gengduodeshifuyuxiaofeipinsuomeiyoudefujiajiazhi。jugehenjiandandelizi，birushuoxiang《xiyouji》desunwukong，xianzaihenduodonghuapianquchanshunazhahuochuantongdegushi。zheigedongxihenjiandan，ruguocongzhenggeyingshiiplaishuodehua，tazaichuandachuncuideyigeshangpinmeiyoudejiazhi，birushuobianshinengli，wozaimaitongyangyigechanpindeshihou，kenengtadexuanzehuihenduo，shichangshangdejingpinyehenduo，kenengyinzhenazhahuozhesunwukonglaishuo，nidediyiyanjiuhuikandaota，zheijiushinideqiangbianshinengli。lingwaiyigejiushifenxiangdelianjiegan，yinweixianzaishangpintayeshiyigequdao，yeshigegoutongdeqiaoliang，neirenyurenzhijiantazaifenxiangdeshihou，tayidingxuyaoyixieyinzi，huozheshuoxuyaoyixiegongmingdian。jugelizi，dangnihepengyoujuhuideshihou，huitandaokanguodexiangguanjujineirong，zailiaotiandeshihouwangwangshunbianyehuidaishangchanpin，duoyixietanzi。tadeqiangfenxiangganbenshenjiushiyixiexianjiedian。

qici，shijiazhidechendian。buguanshisunwukongyehaohaishinazhayehao，tadaibiaodeshiyizhongzhongguochuantongwenhuadeyizhongziqiangbuxi，biru《menghualu》kenengdaibiaodeshiyixiehenqiangdenvzili，zheixiejiazhidechendianqishishichuantongdedanyichanpinsuobujubeide，ipbenshenkeyijiyutazheiyangdejiachi，wojuedeyingshiipkeyizuodeshiqingqishihenduo，tadeneironggongqingnengli、qiangbianshinengli、qiangfenxianglianjieganyijijiazhichendianzheisangefangxiangqishishihenzhongyao，erqiexuyaodaiyiwajuededifang。

duiyuwomenlaishuo，youyigehexindianzaiyu ipjiwomendeqishizainali，muqianxinguochaoxiaofeixiade ipdaodizenmelaizuo？fanguolai，womenyinggairuhedakaiyingshiipsuoyunzangdezhengtishangyenengli？wojuedelujingyousange：

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dier，shitilianchuipdehexinsucaihejiazhijingshen，tigongcelvexingdeshuchu。womenkandaoyigeiphuozhekandaotachengxiandeneirongdeshihou，womennengganjuedaogongqingli，gandaogandonghuozhegandaowennuan。zheizhongdaiyousecaidecihuidehua，taqishishiyizhongjingshenjiazhi，huozheshuotazheicaishitaneirongbenshensuodailaidehexinsucai。qishishijiezhuyuzheiyangdesucai，womenkeyizuoyixiefangdatagengdadeyixiedongxi。

disan，shiduoqudaoheduoshangyedeshichangweijiao。muqianlaikan，conggangcaishuodeduanshipinzhangshipin，shenzhibaokuoneironghudongpingtai。zaishichangqudaoshang，wojuedeyinggaidaposilu，zaigengduodeshangyechangjingzhixia，ipcaiyougenglinghuodezhanshixingtai。yishangshiwomendeyixiesikao，danruguowomenmianlinshichangbianhuadehua，zuoweiyigeyingshigongsihuozheshishuomianduizheiyangdeshichangxiaofeishichangdehua，womenyinggaizenmezuo？

guigendaodijiushiyijuhua：zuidahuaipdeshengmingzhouqijiazhi。shouxian，woxiangtichuyigebiaoqianjiaozuohuanruifuzhuangchang，zheigeciqishihaimandoude，yinweitashifensizheimeduonianduiwomenyewudeyigezongjie，tamenyizhijuedewomendefuhuadaozaizhenggexingneilimianzuodeshifeichanghaode，womenshoudaolehenhaodepingjia。dier，daomuqianweizhi，womenyizhizaizuoxiangguandeguzhuangneirong，xianxiayezaizuochangshihetansuo，suoyizheishiwomendehexinyoushi，womenduiyuhexinzichandebawo，haiyouwendingdeshuchushiwomendeguanjian。guigendaodi，tamenweishenmehuixihuanruidefuhuadao？weishenmehuibahuanruitizheiyangyigebiaoqian？wojuedeyoulianggeweidu，diyi，shiwomenduiyuchuantongwenhuazhongdetaohuayuanlixiangshijieguandegaoduhaiyuan。wojuedezaigufengdebiaodazhonghuozheduiyuchuantongwenhuadebiaodazhong，weidushiduoyuande，kenengshiduiyuchaodaidefuke，kenengshiduigudaishenghuodeyizhongjiepou，wojuedewomengengduodeqishishiduiyuyizhongchuantongwenhuazhongtaohuayuanlixiangdeyigegaopinzhidehaiyuan。sheibuxiangzaiyigetaoshuxiamanmanhezhetaohuajiu？zheizhongtaohuayuanlixiang，qishishizhongguowenrenhuozheshizhongguogudaidechuantongwenhuadailaideyizhongshijieguan，zheishiwomenzhengtidezhonghoutai，jiyudeyigefeichanghaodezhicheng。dier，shiwomenxiandefengge，zheizhongxianxiade“xianfeng”，tadeqizhishiduyiwuerde。

huanrui16nianjianchizuotongyangdeyijianshi，fuhuadaoshiyidingbuhuirangrenshiwangde。weishenmeyonghuhuiqidaihuanruizuoyixieyanshengdedongxi？wojuedecongdnadejiaodushanglaishuo，womenzaichudayixiedaliangde zshidaidexiaofeiqunti。womentongjiguoxiangguanfensideshujuhuozheshuoyonghuhuaxiang，nenggoumingxiankandao30suiyineidenvxingxingxiang。womentongguozijideyingshijuhuozhefensi，yidiandiankuozhandaoguofengaihao，shenzhishidazhongquanceng，tashiyigezhujiankuoquandeguocheng。conghuanruishijidejiaodushanglaishuo，womenxiangzuodeshishenme？womengengduodeshiyaolituchuandayixiedongfangyijing，qubiaoda“xian”yu“xia”demeixue，chuanbozhongguowenhuashiwomendeshimingzhiyi。

zaizheigejichuhekuangjiaxia，dazaogengduoshuyuwomenzijidejuemeixianyuheqimengkongjian，zheijiushihuanruishijigenqitadegongsi，huozheshuoqitaxiaofeipinpaibuyiyangdedifang。congzheigeluojikan，houxuwomenhaihuizuoyixiexindechangshi，baokuosangeweidu：diyi，youlianxuxingshijieguandeyingshizuopin，zheigeshijiyuwomenxianzaisuochuangzaochudeshijieguanshang，jianzaoyigegenggaoweidudeluoji。dier，xianqimeixuefenggedeyiren。jiyuhuanruixianzaidefengge，womenhuibutingdezaidiaozhengxiangguanyirendefengge。disan，jiyuneirongheshijuechuanda，shenzhishijingshenchuandadeshangyehua。zheijiushiwomenhouxuyaozuodezuihexindeshiqing。wojintiandeyanjiangdagaijiushizheiyang，xiexie。zhuxinguochaodahuiyuanmanchenggong。

ganxiebenciluntanjigouzhichiaoweizixun、guanfangguibinbanshoulizhubingren·tong。

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