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What is the role of IP?Save promotion costs!

Later in Hollywood, various mature IP movies such as Marvel and DC became mainstream. The reason is that these big IPs save publicity and distribution costs.

Specific fans and audiences only need to watch Spider-Man and Iron Man, and they will easily be attracted to the show and buy tickets to support them.

MiHoYo is similar, no further explanation is needed, it is enough that it is produced by MiHoYo.

For future Internet content products, there has been a debate about whether traffic is more important (Tencent, Douyin) or content (MiHoYo's IP).

In fact, the two are essentially similar, whether it is mastering the traffic or mastering the big IP.All have gained competitive advantage.

There is neither huge user traffic nor super IP, which is the most embarrassing thing.

For Zhao Han, the novel website serves multiple purposes and can easily achieve sustained profits.In addition, it is easy to accumulate IP.

In the future, when Internet traffic becomes more and more expensive, can we not rely on IP to reduce publicity costs?

Originally, Zhao Han felt that the biggest IP card he had at hand was "Dragon of the Wild"!

Pastry Chinese Network has made a fortune because of this book, and can share tens of thousands of dollars in profit every year. They are completely unaware of the IP value of "Dragon of the Ancient World" that Zhao Han used the pastry platform to incubate!

It seems that in addition to giving up electronic subscriptions and agency publishing, which are two big cakes in the short term, all the adaptation copyrights of "Dragon of the Ancients" are in Zhao Han's own hands.

Later, the copyright of cakes became increasingly stringent, and the copyright of the adaptation began to be obtained from the author, which was mainly a product of the Shanda Online Disney Project.

As Shanda's ambitions for the online Disney dream began to be implemented, it seemed that Pastry began to progressively take away various copyrights from authors in terms of contracts.

At the beginning, the author did not realize that this thing was valuable. When he realized that the copyright might have potential value, the industry practice has become the default to package various copyrights and entrust them to platform agents.

And now Zhao Han, the adaptation copyright of "Dragon of the Ancients" is completely in his own hands.

In a sense, the early pastry contracts were not only more generous than those of later pastries.

Compared with the contracts of its counterparts in 2004, it seems that the entire industry is relatively generous.

In a sense, as the industry became more and more commercialized, authors became increasingly disadvantaged relative to the platform, and could only accept either signing or not signing.

In the end, I had to sign for the few taels of broken silver that the electronic shares were divided into.

In fact, most works have no IP adaptation value, but if you pick one out of a thousand, there are always some works that have IP value.Treat all IPs of all works equally, and it will be difficult for IPs with adaptation value to slip through the net.

The world view and creativity of "Dragon of the Ancients" are ahead of the times. The collection and subscriptions of online readers prove this. It is the king of subscriptions.

Zhao Han is very sure that this work will become a big IP in the future!

It doesn’t mean that only books with high subscriptions are top IPs!In fact, the large number of paper books sold has also passed the market test. It belongs to the leading IP and the value of adaptation is not inferior to that of subscription.

For example, the IP value of "Swordsmanship in the Snow" should not be inferior to that of "Dragon of the Ancients".

"In the Snow" conservatively estimates that the TV series adaptation will most likely make money.

Even more ambitiously, a series of adaptations of comics, animations and online games are also arranged.

In this way, eating from the head of IP to the tail of IP is the style of a big IP manufacturer.

The online writing platform can be profitable in the short term, and in the medium term there will be traffic dividends to continue to expand the market size. In the long term... it can also hoard a large number of IPs!

In a sense, if Jingjing Reading Network is well run, it will definitely be a treasure trove.

……

end of June.

Three stores directly operated by Wenwen Jingjing's company, including tea, clothing and bookstores, have been opened one after another.

Different from traditional physical stores, there are at least two computers in each store.

It mainly handles online orders. As for offline orders, that is incidental.

Shi Xiaoyu was an employee who joined the company in July and worked in the e-commerce department. After being assigned to Wenwen Jingjing Clothing Store as the store manager, she sighed for a while and felt that she was far away from the center of power.

When people stay at the headquarters, they can see their bosses, General Manager Wenwen and other leaders from time to time. If they work harder, if they are noticed by the leaders, when will they be reused one day?

She manages three store clerks, who joined later than her, in August.

Of course, after being sent to the "frontier", if you want to return to the headquarters, you have to work hard!

Looking at the online orders, there is nothing happening!

It’s completely incomparable to selling tea at the company headquarters!

"Excuse me... how do you sell T-shirts here? I mean, this kind of clothes with different colors on the left and right sides!" Several teenagers carrying schoolbags, who seemed to be students from No. [-] Middle School, passed by after school. asked.

"Oh? This! The same style online and offline. Offline is cheaper because there is no express delivery fee. It costs 11 yuan a piece. Online, you have to sell two pieces together before shipping. Two pieces are 29 yuan, which is much more expensive than this. !" Shi Xiaoyu was shocked and immediately began to introduce enthusiastically.

"Thank you! Auntie..." A girl said sweetly.

Shi Xiaoyu's expression changed, now she becomes an aunt?She is also from No. [-] Middle School and has only graduated three years ago.

However, soon professional fake smile...

Because, although these middle school students are not a consumer group of high-end clothing, it is appropriate to use their pocket money to buy T-shirts.

These are just T-shirts with different prints and dyes, which somehow appeal to these teenagers.

The main thing is... different!

The style of painting is different!

Young people like this kind of different feeling.

Well, at least it's much better than those families that kill Matt and bury their loved ones.

Soon, several teenagers and girls each bought one. Well, the girl's piece was paid by her companion. Sure enough... girls are prone to being naughty.

After a wave of purchases by teenagers from No. [-] Middle School, there was another wave of offline consumption in the following days.

Dozens of items are now sold every day, even exceeding online sales for a time.

Suddenly, Shi Xiaoyu noticed something was coming and quickly reported it to the company.

Chapter 279 Shi Xiaoyu’s discovery

"Mr. Wenwen, I found that the company's cultural T-shirts are far more popular among offline student groups than online. The main reason is that the logistics cost of T-shirts is too high, resulting in a lack of interest among online customers to purchase. At present, online shoppers are mainly looking for cost-effectiveness or items that are difficult to buy offline. Cost-effectiveness users are still the main ones. Not many people pay for the styles designed for us."

Shi Xiaoyu explained confidently, "As for the student group, clothes worth a few hundred yuan are probably too much pocket money, and few of them can afford it.

However, the eye-catching effect of more than ten pieces of T-shirts, personalized dyeing and printing, will attract students to spend their pocket money to buy them.

Except that the family is too poor and has no pocket money, most students can make up for it.

Seeing that the clothes are good-looking and cheap, other students have bought them, and word has spread, so there is no need for advertising at all, and more students will soon buy them. "

"The number of people in the second middle school is relatively large. There are more than 1500 students in one grade of the high school, and it is estimated that there are 5000 students.

The junior high school is a little smaller, with 1000 students per grade, and the total number should be 3000.The student body is more than 8000, making it the school with the largest number of students in the entire county. "

Chen Wenwen said, "Let's put aside whether other schools have so many students. Taking No. [-] Middle School as an example, can one tenth of the students buy it?"

Shi Xiaoyu thought for a while: "I think it's possible."

"Are you sure?" Chen Wenwen was curious.

"Sure!" Shi Xiaoyu thought for a while, "Maybe you don't understand how students like fashion. T-shirts are not expensive and have a unique style! Whoever wears it first will become the prettiest. Other students have seen it, can they bear it?"

"Oh? A desire to compare?" Chen Wenwen understood.

When she was a child, her family was poor and she was picky and had little pocket money.

But there was also a time when I was a student, and I found that the younger I got, the harder it was to control this emotion.

When you grow up, the biggest change is that your self-control will improve.

"Yes! T-shirts can also keep pace with the times and constantly iterate the design. For example, the most popular memes on the Internet can be printed on them! There are also some animations and games..."

"Okay, let's do this for a while." Chen Wenwen naturally knew that there would be a market for IPs such as animation and games, but this would involve copyright.

"In this way... the company's clothing business will be left to you, whether online or offline." Chen Wenwen said, "You can even decide to open a branch, just do it according to your ability! The profits will not be handed over for the time being. The profits generated by the clothing business, you decide It is used to expand the business itself. In the case of overall profitability, you can get 1% of the total revenue as a commission!"

"Thank you, Mr. Chen, for your support!" Shi Xiaoyu was overjoyed.

It seems like the commission is not much, but the amount is huge.

In addition, if she does well and hopes to operate independently and become a subsidiary, then she also hopes to get equity!

This is the most attractive system of Wenwen Jingjing Company. When a project is completed, a subsidiary will be established, and those who contribute will own the equity of the subsidiary.

After getting authorization.Shi Xiaoyu quickly copied her experience and rented shops in both No. [-] Middle School and No. [-] Middle School. Basically, she identified the student group.

Since it is trendy fast-moving clothing, can it be done by just buying one?When you put on your favorite trendy clothes, and later, a new style comes out, and other students buy it, and it attracts countless eyes when you wear it, and the price is not expensive. What do you think you should do?

The trend is based on printing and dyeing.

Printing new patterns and patterns is a new design.

This kind of consciousness can be awakened, on the one hand, because Shi Xiaoyu spends time on the Internet and listens to Zhao Han drawing cakes, so he has Internet thinking.Another point is that she has only graduated from high school three years ago and she understands the psychology of students.

Adults will gradually learn to control themselves, and self-discipline is relatively strong.

Relatively speaking, the self-discipline of most students is essentially restricted by the school and parents. The more so, the more rebellion there is.As a result, some trendy things are particularly popular.

In fact, it may not be that I am obsessed with trends, it is just that I have been suppressed for a long time and need an outlet.

All kinds of star chasing, killing Matt, netizens or others.

In essence, it is just a matter of finding some of the self that is not arranged among the densely arranged learning gaps.

This self may not be the real self, it may just be an imitation.

But this is youth...

When adults want to consume something, they will consider the economic situation and whether it is necessary.

Young students may have more than ten dollars in their pockets. If they want it... just buy it!

……

Shi Xiaoyu, who is in charge of the clothing business, discovered new opportunities.

The two businesses of tea and books are mediocre.

Although there is a little offline business in the tea shop, the offline transactions of a few to more than a dozen orders a day are not too popular.

Most offline tea shops are like this.

Leng Qingqing mainly relies on some regular customers. Especially those who do some high-end tea business must have their own customer resources.

This type of tea shop seems to have little business, but it has been open for a long time, mainly because the profit margin of mid-to-high-end tea is extremely high, and a small amount of business can support the operation of the shop.

Wen Wen Jingjing's tea sales are not that way.

Let’s go for cost-effective tea. In this area, offline stores don’t have the advantage.Online, the advantages are particularly obvious.

In the book business, one-third of the counters sell student reference books and teaching aids.The main reason is that I am not sure about this market, so I dare not purchase too much.

But... in fact, in order for teaching aids to sell well, you actually need to cooperate with the teacher. The teacher specifies that a certain set of test papers and a certain teaching aid will be used this semester, and all the questions outside the textbook are designated.

Of course, teachers generally recommend a certain teaching aid without saying which store to buy it from, mainly to avoid suspicion.But there was no cooperation with other bookstores, so the volume of purchases was not large. The cooperative bookstores exclusively purchased the goods, so they sold out.

In fact, designated teaching aids and the like are all for pediatrics.

In fact, if teachers want to make money, there are many routines, such as teaching less in class, holding small classes on Saturdays and Sundays, and paying to sign up to make up lessons, and teaching more.

Teachers themselves teach on weekends, and the fees are relatively low.

Later, various educational institutions got involved, and it became a chaotic mess.

Most of the shelves in Wenwen Jingjing Bookstore are filled with novels and physical books published by its own website.

It’s not about how many novels will be sold offline, but that the shelves of the bookstore are used as warehouses, and if there are orders online, they will be shipped from the bookstore’s inventory.

Generally speaking, offline stores now mainly do online business.It belongs to an outlet model where e-commerce is the main focus and offline stores mainly serve as warehouses.

But in fact, this is not just Wenwen Jingjing's company's plan, or in other words, not just Zhao Han's plan.

Zhao Han is not satisfied with C2C and B2C e-commerce.He even has a complete O2O e-commerce strategy in his mind.

Chapter 2 Jingjing Pinyin Paid Skin

National Day has just ended.

Wang Xiao Advertising Company.

"Sister Xiu, I have completed the user manual of the skin editor. I have written three versions: beginner, intermediate and advanced."