Double eleven passed, the comic novel in the shopping cart, the hand-made blind box game C, the Hanfu JK uniform, the lodo game, the joint name… Are they empty? Looking at this year’s double eleven, the whole network out of stock Wang is actually a hand-made and blind box, it seems that the “two yuan” into the 2019 double eleven explosion models keywords is really expected!

Image source: “妃夕妍雪” comics.

With the double eleven, it is not difficult to find the rapid growth of the ACGN cultural group in the past two years. Many brands are hotspots for the second time, and they have launched joint-name models, such as: Laotan sauerkraut noodles X “non-human 哉” and so on

Image Data Source: Gamma Data.

Many brands are “fallen” because of ACGN culture. Many people must ask: Is the core group purchasing power of the second yuan really so powerful?

Actually, the payment for ACGN cultural products is more of a pan-quaternary group

What is a pan-secondary element.

The universal quadratic element is extended by the second element. It is a kind of creation word that the commercial group and the analysis organization distinguish the core two-dimensional user from the potential two-dimensional group in order to expand the secondary economic benefit. The pan-quaternary population includes core quadratic populations, as well as potential populations who are not exposed to the secondary culture but may be interested in the secondary culture and willing to spend

Image source: iQiyi animation game carnival.

As of 2018, the scale of China’s secondary industry has exceeded 100 billion yuan, and the scale of users has reached 370 million. The age of the second-level users is mainly concentrated after 95 and 00, and nearly two-thirds of them are pan-quaternary users

And these second-element IP shipments are no less than the traffic stars, according to Tmall’s “Secondary IP-capable capacity” report released in July this year, the second-yuan IP Altman peripheral products in Tmall The number of people in the transaction is more than twice that of Yang Mi. The top five IP of the top five, the ability to bring goods even more than a few first-line stars

The point behind these data means that the ACGN culture is broken, the second-element culture is no longer a circle of self-emergence, but an IP that can be industrialized and sustainablely promoted like a commercial brand

How does IP get into the pan-secondary market?

With the rise of China’s ACGN culture industry, in recent years, many well-known IPs such as “Where” and “Grand St.” have emerged. How can these good IPs be put into the pan-secondary market for traffic realization? The current “playing methods have these:

“Difficult to change” respect the works, reasonable innovation.

“Diffuse the real person version”, “Mandive game” is a more common method in the process of secondary IP promotion, will be two The second-generation works are adapted into games, and the live-action version of the film and television works can attract many new users in a short period, and quickly promote the original and derivative peripherals. But there are many “pits” among them, not to mention that the change itself is not a lot of secondary cores. User acceptance, rude, magical originals, and indiscriminate innovations will quickly ruin the goodwill of passers-by. However, even in the stage of frequent domestic chaos, it is not without good works.

Image source: Wind up the sky

Last year, the mobile game “Fengqi Cang”, which was adapted from the manga comics of the same name, was put on the line. The game retained the original settings of the original comics to the greatest extent, respecting the original paintings, and avoiding the loss of comics fans. The pan-quaternary element quickly learns about the game’s worldview and gameplay

Image source: “Wind up the sky” mobile game.

In the fierce competition of the major IP of the second yuan, the “Wind and Sky” mobile game in order to retain more active users, but also fully consider the audience “do not want to liver, easy to upgrade” appeal, set the game In order to automatically hang up and upgrade, and combined with the popular “dressing”, “catching” and other elements, further innovation, can reach a wider audience

Strong and strong, cross-border “doing things”.

“Cross-border marketing” has been favored by brands in the past two years. The beauty of cross-border play can be easily circled, bringing the effect of 1+1>2; the effect is a little worse and it becomes easy to become the self-entertainment of IP. Therefore, when the second-element IP hits the brand, it is not only necessary to look at the tonality, but also to look at the form and praise

For example, Xiao Mingtai is extremely custom-made by Jingdong’s “October Eight princes”. The form of comics is combined with the double eleven nodes. For the activities of Jingdong “Hands-on Festival”, in the second circle, a precise target is reached. The group’s small detonation

Image source: “The Eight Princes in November”.

In addition, Xiao Ming Taiji also launched a custom comic for the movie “Shadow”, which was second spread on the original fans of the movie, and also captured the hearts of many fans

Image source: “Shadow”.

Integrate resources to drive the classic IP of the entire industry chain.

Since 2018, major media reports on ACGN have emerged in an endless stream, such as “Give a birthday to Li Zeyan” and “Call for Guo Wei”, etc., have been on the Weibo headlines and even the front page of the media. It is not difficult to find that people who create momentum for the second generation are constantly integrating resources that can be utilized to increase exposure for their own IP

In order to be able to make your IP stand in the market as soon as possible, the operation of a second-element IP in the future will not only stay at the visual level of surrounding, exhibition, film and television works, etc., it can also be a real and immersive experience. For example, Xiaoming Taiji Anime Town, which is located in Hubei, includes not only animation industry parks, but also animation theme resorts, film and television bases, business incubators, museums, theaters, etc., which will make ACGN culture and industry ecology more systematic. The land is displayed in front of the public

Image source: Xiaoming Taiji Anime Town.

The future of the pan-secondary market.

Cites the three words of Luo An’s opening speech in the “Two Yuan White Paper” in 2017: high growth, high activity, and youthfulness. In 2017, users with only two-dimensional tags on Weibo increased by 37%, and these users were mainly concentrated in the 18-30 age group, generally for higher education

Image data source: “Secondary White Paper”.

What does the “young+highly educated” user mean? We can understand that they are more willing to pay for their love, and the base of such people will be even larger and the growth rate will be more rapid in the future

Image data source: “Secondary White Paper”.

In order to meet this market dividend, the operators of ACGN culture must first and foremost clearly focus on the IP layout as the core, and use the brand concept to create IP – to explore its uniqueness and diversity in the market. In the competitive positioning, find communication points with users; at the same time, strengthen linkage and promotion, use multiple channels to increase user contacts and optimize user experience. These are not only the need to operate a good IP, but also the need for industrialization and sustainable promotion of the secondary culture

At present, more and more Internet platforms like Xiaoming Taiji have invested in the red sea rafting of the ACGN industry to explore the road of operation and promotion of the secondary yuan IP. It is believed that under their continuous efforts, the future pan-secondary market will be more perfect and the development prospects will be more extensive