The economic benefits of popular IPs from the cooperation between LeTV and Jiaduobao

It took only about three years for the domestic IP market to emerge and prosper. During this period, from variety shows such as "The Voice of China" and "Where Are We Going, Dad" to hit dramas such as "The Legend of Zhen Huan" and "Nirvana in Fire", the IP industry has been favored by many video websites because of its naturally diversified revenue attributes and good profit model.

Now with the premiere of "The Legend of Miyue" on LeTV, even the traditional industry, Jiaduobao, has begun to explore the important role of IP and won the LeTV network super exclusive for "The Legend of Miyue". The two parties jointly held a press conference on December 4 to carry out strategic cooperation.

Popular IP brings huge profits

Since the broadcast of "The Legend of Zhen Huan", a large number of "Empress" fans have emerged along with the Zhen Huan IP. Whether it is the ratings or the large amount of traffic it brings to video websites, it can be said to be a mountain among domestic masterpieces. Subsequently, American TV series suffered a Waterloo in China, while the ratings of domestic TV dramas have been soaring.

Since 2015, from the rise of "The Journey of Flower" to the perfect ending of "Nirvana in Fire" and "The Disguiser", they have attracted the attention of many viewers. At the same time, the derivative products generated by these IPs have also been sought after by users. Among them, the mobile game with the same name as "The Journey of Flower" also invited Zhao Liying, who played the role of "The Journey of Flower", to participate in the dubbing, which has squeezed the value of the IP. Of course, this mobile game has also once ranked among the top in the popular game rankings.

For popular IPs, the objective number of users and numerous developed products give the IP huge commercial prospects.

As a company with many resources, LeTV has already grasped the essence of IP. The cooperation with Jiaduobao is based on the popularity of the IP of "Legend of Miyue". It is understood that the number of followers on Baidu exceeded 2 million before the broadcast of "Legend of Miyue". On the first day of broadcast on LeTV, the traffic of 260 million overloaded the server and caused the website to crash. These achievements all show the enthusiasm of fans and LeTV's unique strategic vision in choosing "Legend of Miyue".

Join hands with online dramas to create a new marketing concept

With the change of lifestyle, a large number of hit dramas have become one of the choices for users' leisure and entertainment. Many IP development methods such as film-game linkage and IP derivatives have emerged one by one, and the use of IP by video websites has become more and more diverse. Tan Jingying, vice president of marketing at LeTV, said: The era of hard advertising that relies solely on the eye-catching economy has shifted to scene marketing that deeply communicates with users' life scenes. More and more brands are choosing to cooperate deeply with content.

The cooperation between Jiaduobao and LeTV is based on a deep insight into consumers. With the development of mobile Internet, consumers' media habits are also changing. Due to the fast pace of daily life, most consumers are used to finding a free time to accumulate popular dramas and watch them together. By investing promotional means in them, consumers can have in-depth interactions in the drama-chasing scene and convert drama fans into fans of the Golden Can Jiaduobao.

At the same time, the application of multiple channels from TV, PC and mobile terminals has increased the ways for consumers to watch online dramas, which has also increased LeTV's control over user needs. Through the launch of "The Legend of Miyue" and its derivative dramas and products, combined with LeTV's mobile phones, TVs and shopping malls, the consumption of IP has been further strengthened.

LeTV and Jiaduobao hope to use "The Legend of Miyue" as a breakthrough point to further leverage the linkage effect brought by the popular IP, and comprehensively integrate the content, platform, product and other resources of the entertainment industry to create a win-win "Mobile Internet +" platform, allowing the IP industry to drive overall consumption development.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.