IP这个词，自去年开始频繁出现，从娱乐圈、文化圈、动漫圈一路蔓延到商业圈。什么是IP？一位明星、一部小说、一个事件，甚至一个卡通形象、一个游戏、一个表情包，都可以发展成为IP。

 

The word IP, since last year began to appear frequently, from entertainment circles, cultural circles, animation circles all the way to the business circle. What is IP? A star, a novel, an event, even a cartoon image, a game, an expression package, can be developed into IP.

 

一个好的IP，是自带流量的，这正好与商场的客流量需求相符。

 

A good IP has its own traffic volume, which coincides with the demand of the shopping mall.

 

那么在商业领域，超级IP如何发挥作用呢？

 

So how can super IP play a role in business?

 

一、独特的内容能力

 

I. unique content capability

 

二、自带话题的势能价值

 

Two, the potential value of the topic.

 

善于制造话题，“适度跨界”或是小技巧之一

 

Good at creating topics, "moderate crossover" or one of the tricks.

 

除了有生产内容的能力，制造话题，也是超级IP的超能力之一。

 

In addition to the ability to produce content, making topics is also one of the super abilities of super IP.

 

 

 

 

三、持续的人格化演绎

 

Three, continuous personality deduction.

 

购物中心人格化，拉近与顾客之间的情感纽带

 

Shopping center personalization, and closer emotional ties with customers.

 

当IP、互联网、跨界、场景、文化等诸多词汇无法概括当下的商业地产时，当创新成为常频词，唯有想象力成为混局之下最清晰的代名词。

 

When IP, the Internet, cross-border, scene, culture and many other words can not summarize the current commercial real estate, when innovation becomes a common word, only imagination becomes the clearest pronoun under the confusion.

 

购物中心如何从“走量不走心”的困境里突围，IP化或许是一个好方向。这不单是一场互联网领域的革命，也将是未来商业游戏的新规则。

 

How to break away from the dilemma of shopping centers? IP may be a good direction. This is not only a revolution in the Internet field, but also a new rule for business games in the future.

 

 

 

随着近两年IP概念越来越火爆，泛娱乐化产业的发展也越来越受到资本和媒介的关注。泛娱乐是基于互联网与移动互联网的多领域共生，以IP（知识产权）为核心，进行跨领域、跨平台衍生的粉丝经济。目前在以BAT为首的互联网巨头的引领下，国内泛娱乐产业生态链已经初步构建。

 

As the concept of IP has become more and more popular in the past two years, the development of pan-entertainment industry has attracted more and more attention from capital and media. Pan-entertainment is based on the Internet and mobile Internet symbiosis in many areas, IP (intellectual property) as the core, cross-domain, cross-platform derivatives of the fan economy. At present, under the guidance of the Internet giant headed by BAT, the domestic pan-entertainment industry ecological chain has been initially constructed.