IP is the abbreviation of Intellectual Property, which means “intellectual property”. Various intellectual creations such as inventions, designs, literary and artistic works, as well as logos, names, and images used in business are considered to be intellectual property owned by a certain person or organization.
With the development and prosperity of business, the value of IP will become more and more prominent, and IP has a tendency to generalize concepts: from comics, TV series, novels, and game works in the traditional sense to a certain person, a certain role, a certain golden sentence, or a certain business phenomenon, a certain business model, a certain way of thinking… In the field of online marketing, we can roughly think that traffic IP is something unique with a large amount of traffic, and generally needs to have a large realization value. For example, “Grave Robbers’ Chronicles” is a traffic IP of online novels, with a large number of readers and a large amount of paid reading. In the field of e-commerce, such as Wei Ya, it is also a traffic IP. She has a large amount of traffic and a strong ability to realize it. It is common to see “Weiya recommends…” in the title of a certain product. Traffic IP in the field of online marketing has the following characteristics.
(1) Have a large amount of traffic or traffic diversion ability;
(2) Have strong monetization ability or have a large monetization value;
(3) Be unique, have intellectual property rights or more broadly property rights protection, and others cannot use it in the commercial field at will. Therefore, the connotation of IP and brand is relatively close. A well-shaped IP can bring long-term vitality to the brand. For example, the bitten apple logo is almost a very high-quality logo. If a headphone manufacturer is Apple’s supplier, then its quality can be highly trusted.
The reason why 2015 is called the “first year of IP” is that a large number of online literature IPs were put on the screen that year and achieved very good box office and ratings, such as “Langbang” and “Ghost Blowing Light”. After that, many IPs were applied to games and were also sought after.
Afterwards, the concept of IP quickly became popular in the Internet and commercial fields, and began to be extended and interpreted. Many successful cases of the Internet are attributed to the success of IP, such as Three Squirrels, Luoji Siwei, Xiaomi, LeTV, etc.
In 2017, most of those classic cases that were praised by people declined. Pang Mailang (My Skateboard Shoes), Little Ma Yun, Guangtou Qiang, etc., for various reasons, once stood at the top of traffic, but due to the lack of continuous output and strong product support, they were ultimately unable to escape the result of being in the grass and being lost in the crowd. From a marketing perspective, traffic is not the ultimate goal. High-quality products and customer experience, brand building and strengthening are what marketing must consider.