IP licensing market in China is in a vigorous stage of development, according to the License Global statistics, the global authorized retail sales of goods more than 260 billion US dollars, while China's business volume accounted for only 3% of the global total.
It can be seen that the development of IP licensing market in China is still in its infancy, which is still a blue ocean. On the one hand, the IP industry started to rise in China in 2012. In recent years, the giants have also increased the number of IP industries. However, even if IP of pan-entertainment becomes more and more popular, everyone seems to be more focused on IP. For example, in recent years, Fiery video platforms such as Youku, Ikki, etc. On the other hand, the commercialization of IP Licensing remains at a relatively shallow stage and the value of IP has been hard to be maximized.
As a result, many head players began to think about how to seize the IP authorized Blue Ocean billions of opportunities, began to have some different games. According to related reports, on January 17, Alibaba Pictures Group (hereinafter referred to as "Alibaba Pictures") announced that Alibaba Pictures' derivatives business licensees Bao Will be Alibaba Group's IP licensing trading platform Ali fish fully integrated.
Ali is one of the entertainment under the IP environment under the IP licensed products, while Alibaba is the ecological link between the business and the copyright side, the so-called professional surgery to Ali previously promised ambush strategic vision point of view, this may be Ali layout large Entertainment Ecology is another step hard Chess. For what? Perhaps the decentralization of the IP industry may be the Blue Ocean authorized IP market, or perhaps want to IP industry as a breakthrough to raise Ali's new global strategy of the banner?
Integrating benign logic: similar genes
The attraction of the market is the first one. According to Analysys report, in 2016 China's cultural and entertainment industry is expected to reach 350.5 billion yuan, an increase of 11.8%. Whether Ali or Ye Hao, or other players Ye Hao, the market must have a clear concept of the development trend to be able to make a decision.
For now, there are many IP production platforms in China, and the resources in this block are also very rich. We have even seen many examples of domestic films and TV series going to sea. In the field of games, our IP output capacity is also continuously expanding due to the comparatively high quality of game flow in China. "The Pan-Fun IP Game Value Study 2017" mentions that the value of multiple game IPs in the country has reached tens of billions.
In fact, there are not many major events in the field of IP licensing in China. Before we can make clear the integration between this licensee and Ali Fish, we need to conduct some anatomy of Licensed Treasure and Ali Fish. Ali Fish is a big data IP trading platform created by Ali in May 2016. It focuses on the connection between Alibaba Eco and the commercialization of IP rights holders. And Alibaba's authorized Po is focused on IP licensing and related marketing.
One side is a large entertainment ecosystem under the IP access platform, while IP is licensed industrialization platform. Since the quality of IP authorization depends on the quality and authorization channels of IP, this integration is actually a combination of resources and channels in the traditional sense for both licensed and Ali fish.
On the authorized Po, the partners around the world, such as Amblin, Paramount, The Pokémon Company and so on. Also shows that it owns high-quality IP copyrights. In the development of IP and derivatives, it authorizes Po also to develop a lot of derivatives within the ecosystem of e-commerce with the help of "Sansi Sanliuri Peach Blossoms" and "Star Trek" IP. For Ali fish, its one-stop IP licensing solutions provider, IP and Ali traffic ecology and to achieve matching is a more common thing.
Their genes are very similar to some extent. Either IP or IP production, using IP authorize this way to enhance the value of IP is their common direction. However, to some extent, their complementarity is very high. The flow ecology of the Ali fish is not available to authorized pigeons but is indeed needed. At the same time, IP pirates of Ali fish may not be able to quickly assemble many high-quality IP copyright holders. Licensed treasure under the Ali film industry is undoubtedly the IP absorber.
Perfect World Global Brand and Vice President for Strategic Cooperation Edi recently mentioned that the pan-entertainment industry has entered an era of "IP is king." In other words, IP and its derivatives will build more and more projects, the quantity and quality of IP will increase. Authorized Bao and Ali fish decided to integrate this time, but also to cater to the upcoming IP explosion and preparation, IP licensing is to open up a key node in the commercial Ren Du two veins.
IP licensing is to break the IP value of the three weapon
In addition to focusing on the integration of Alibaba Pictures, we should discuss the ways of integration. Because Ali fish originally belonged to Alibaba, its service audience is actually hundreds of millions of Lynx Taobao businesses and users, which shows that the goal of Alibaba fish is actually the process of improving the ecological consumer e-commerce, such as through IP derivatives Empower businesses brand awareness, and then through the fan economy to help consumers achieve customized upgrade needs.
Therefore, their integration focuses on the business chain, fans, IP copyrights or IP-authorized industrial chains, and may have a great relationship with the original ecology of both sides. In order to achieve a smooth integration, they may think from the following three perspectives.
First, a stable infrastructure of IP authorizations. The past few years of IP have not all been very gorgeous. There have been some unavoidable market chaos. For example, it is hard to define the IP copyright, there is a lot of infringement and piracy, the problem of copyright distribution, the price of IP or copyright infringement.
The chaos is obviously extremely unfavorable to the IP copyright owner, which ultimately hurts the trust and loyalty of the entire market to IP copyright. Therefore, the Ali fish and licensed Po, the integration of how to better IP licensing IP industry brought to a more appropriate direction of development also need careful consideration.
In terms of its integrated business ecosystem, Alibaba Group is already one of the leading traffic ecologies in China. According to its official presentation, it is also around the eco-consumer and fan flow environment, Bo, Tao Tao votes vote, Youku and other diversified marketing ecology.
This has met all the requirements of an IP infrastructure, namely stable fans and user audiences, socialized marketing campaigns and more. The perfection of IP infrastructure means that IP will have a clearer flow map from entering this ecosystem to the final output to the audience, rather than being filled with all kinds of unspecified IP flows.
Second, stimulate the black hole effect of IP authorization. At the launch of Ali Fish in 2016, Ying Wang, general manager of Ali Fish, said that e-commerce + IP pulls 70% of new customers to Lynx. This is exactly one of the manifestations of the black hole effect of IP authorizations.
The so-called IP, itself comes with traffic, then how to play its greater value? Derivatives is one of the most extensive way to enhance value. The reason why Ali's e-commerce ecosystem can get traffic increase with the help of IP is actually related to the introduction of high-quality IP and the accurate diversion of IP.
Therefore, when authorized Po and Ali fish integration, authorized Bao original high-quality IP can also be further diversion to Ali fish IP authoritative ecology. When a large number of high-quality IP influx, businesses and users can bring a lot of high-quality derivatives. On the one hand, with the help of big data analytics technology, businesses can develop new derivatives with new high-quality IP. On the other hand, in addition to the partial traffic brought by IP, through the promotion of new marketing system, businesses Can also harvest new users.
Of course, the integration of IP authoritative resources not only triggers traffic increases, but also complements the eco-richness of IP licensing for the integration of Ali Fish and Licensed Po.
Third, get through the IP industry circulation node. Analysys report said: "IP commercialization process is generally divided into incubation training, publicity operations, authorized cash 3 links.Moreover, only many times across the boundaries of the media, IP's business potential will not gradually die."
IP licensing as a means of exporting IP media, not just the brain put in all areas, but also need to pay attention to the efficiency of IP authorizations. The commercial value of a high efficiency can be far greater than many inefficient IP authorizations. Therefore, IP authorizations need to solve the key issue of who is better, what to authorize, and how high the ability of IP to repay.
I believe this is also a key consideration for the integration of Alipay with Ali Fish. Since both parties have had some success stories on IP authorizations, the next thing to think about is how IP authorizations can maximize the value of IP. In fact, the integration itself also gives the answer to this question.
That is, IP authorizations move closer to the precision matching mechanism. With the big data technology, Ali Fish can open up the blind spot in the industrial chain for the original IP blocks of authorized Po and bring new growth to it. At the same time, the increase of IP authorizations will enable businesses and users in the traffic ecosystem to become important IP input parties in the IP industry, no longer rigidly adhere to a single IP authorization model.
IP licensing will be a commercial contest?
Under the blue ocean, the reforms and attacks will not disappear. Perhaps now we only see Ali's high degree of integration with the IP licensing chain, or the determination to build a full link. However, in the relevant subdivisions, we must also You will see more IP licensing reforms in areas such as games, anime, and cybernetics. Because, already have such domestic IP operation soil, pan-entertainment industry outbreak will bring the next wave of surprising outlet.
If IP licensing is viewed simply as a simple IP commercialization, its contribution to the value of the IP industry can be hard to measure. On the one hand, IP authorization is a kind of behavior for IP copyright holders to profit. The direction of authorization is also the direction of IP development. However, the IP industry can not be limited to fixed-point, otherwise it is difficult to achieve the goal. On the other hand, IP authorization can satisfy fans The various assumptions about IP are to cater to the inherent logic of fan economy and consumer escalation.
Of course, Ali is now drastically carrying out reforms that may have given the signal that Ali is very bullish on the IP licensing market.
IP licensing market is now Blue Ocean, but in the future there are three major drivers of the Red Sea. First, the vast market prospects; second, the transformation of IP producers; and third, the expansion of IP and derivatives demand side groups.
Ali video industry first to enter this area does not mean that it will only focus on the integration of IP authorized link. Due to the great imagination of the IP industry in the future, so long as Ali Pictures can achieve the desired effect of IP authorization, the substantial growth of Alibaba has been made.
However, whether it is blue-sea IP licensing or derivatives, or IP industry growth in the consumer upgrade, eventually need a suitable force to promote their growth and witness its long-lasting explosive. The IP-enabled commercial competition may also be opened.
