---
title: "“He Who Gains IP Wins the World” or “No IP, No Business”?"
description: "As the 2019 Spring Festival approaches, the Palace Museum's lipsticks have sold out again. Mr. Gao, who specializes in Palace Museum food products, drove directly to the Palace Museum after a meeting, asked by others to fetch 10 boxes from an old friend there. It's rare to see such a scene where even a CEO personally brings goods, in an era of severe oversupply, where not only is paper expensive in Luoyang, but demand exceeds supply. \"Usually, the Palace Museum's blessing characters and Spring Festival couplets are given away every year, but this time they've sold out too.\" Similarly, the most competitive snack food category is the hardest for distributors to place goods, as even mom-and-pop stores now demand consignment and credit terms. But products printed with Peppa Pig are all cash purchases, with no bargaining accepted. It seems someone once said, \"No IP, no business\"?"
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2019-01-26"
language: "en"
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---

# “He Who Gains IP Wins the World” or “No IP, No Business”?

> As the 2019 Spring Festival approaches, the Palace Museum's lipsticks have sold out again. Mr. Gao, who specializes in Palace Museum food products, drove directly to the Palace Museum after a meeting, asked by others to fetch 10 boxes from an old friend there. It's rare to see such a scene where even a CEO personally brings goods, in an era of severe oversupply, where not only is paper expensive in Luoyang, but demand exceeds supply. "Usually, the Palace Museum's blessing characters and Spring Festival couplets are given away every year, but this time they've sold out too." Similarly, the most competitive snack food category is the hardest for distributors to place goods, as even mom-and-pop stores now demand consignment and credit terms. But products printed with Peppa Pig are all cash purchases, with no bargaining accepted. It seems someone once said, "No IP, no business"?

As the 2019 Spring Festival approaches, the Palace Museum's lipsticks have sold out again. Mr. Gao, who specializes in Palace Museum food products, drove directly to the Palace Museum after a meeting, asked by others to fetch 10 boxes from an old friend there. It's rare to see such a scene where even a CEO personally brings goods, in an era of severe oversupply, where not only is paper expensive in Luoyang, but demand exceeds supply. "Usually, the Palace Museum's blessing characters and Spring Festival couplets are given away every year, but this time they've sold out too."
Similarly, the most competitive snack food category is the hardest for distributors to place goods, as even mom-and-pop stores now demand consignment and credit terms. But products printed with Peppa Pig are all cash purchases, with no bargaining accepted.
It seems someone once said, "No IP, no business"?
Since the wave of pan-IP, IP has empowered brands, creating new marketing increments for products. Successful cases have attracted the attention of the entire industry chain.
Palace Museum Cultural and Creative:
In 2015, the cultural and creative revenue of the Beijing Palace Museum exceeded 1 billion yuan, reaching 1.5 billion in 2017, and developing over 10,000 cultural and creative products in 2018. It is undeniably the leading museum cultural and creative IP in China.
Three Squirrels:
As the most successful online snack brand, Three Squirrels achieved nearly 8 billion yuan in online sales last year, setting one single-day online sales record after another. Its Three Squirrels cartoon character IP is also loved by nearly 200 million "masters" (customers). It is a classic case of a brand incubating its own IP and growing together. In 2018, Three Squirrels fully expanded offline, creating Squirrel Feeding Stores and Squirrel Subscription Stores, driving a new 30 billion yuan goal with three carriages.
Peppa Pig:
In 2019, Peppa Pig, already hugely popular, swept the internet again with "What is Peppa?" touching and spreading across most of China. This British preschool animation has already achieved 9 billion yuan in licensed merchandise sales in 2018. A large number of brands have enjoyed the benefits of this explosive popularity.
Alibaba Fish:
Alibaba Fish is the innovative entertainment division under Alibaba Group, first publicly unveiled in May 2016, seen by the industry as a signal of Alibaba's entry into the global IP market. In 2018, it focused on creating licensed merchandise for the movie version of "Eternal Love" and the Buddhist-style mobile game "Travel Frog". In 2019, Alibaba Fish will rely on the powerful ecosystem integration capabilities of the e-commerce platform, through a "three-step" strategy of connecting, integrating, and empowering, spanning online and offline consumption scenarios and channels, to achieve precise reach to IP target audiences and effective operation of massive users.
**The Value and Positioning of IP in the New Era**
IP (intellectual property) is intellectual property. IP can be anime, literature, games, art, celebrities, a character in an artwork, a story, a scene, or even emoticons...
**IP Owners:** Not only content producers, but also channel brands, or any person, enterprise, event, or object.
**Brand Owners:** Not only manufacturers of goods, but also a scenic area, a shopping mall, or a chain store.
**Consumers:** Consuming IP makes consumption itself more emotional and interesting.
**Win-Win Interaction:** Peppa Pig, Marvel movies, novels, anime, film and TV variety shows, and all traffic and attention hotspots combine with brands through IP licensing to achieve both parties' goals.
IP Owners' Demands:
> • Achieve IP commercial monetization through comprehensive and diversified licensing and cooperation.
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> • Extend the IP's lifecycle through exposure in commercialization.
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> • Develop derivatives through IP to establish their own brand sales channels.
Brand Owners' Demands:
> • Leverage IP to bring consumer traffic.
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> • Leverage IP to move fan consumers.
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> • Leverage IP to increase awareness of new products and quickly open market sales.
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> • Gradually build their own super IP.
**Under the Heat, Visible Industry Pain Points**
> • All brand owners want to cooperate with top IPs, so top IP prices are instantly bid up, and brand decision-making difficulty and risk increase geometrically.
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> • The vast number of mid-tier IPs are ignored.
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> • How effective are various IPs at driving sales, and how can distributors find opportunities with quality IP brands?
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> • Brand owners cannot obtain credible data to choose suitable IPs; decisions often rely on leaders' subjective judgment, lacking data-driven scientific decision support.
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> • Hot topics are not equal to IP; hot-topic IPs have short lifecycles and high commercialization risks.
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> • The most reasonable sales sharing model for IP licensing cannot be effectively monitored for actual sales, leaving IP owners helpless, leading to higher one-time licensing fees, further raising cooperation barriers.
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> • Original IP incubation takes a long time, requires high investment, carries high risk, and has poor initial commercialization capability.
**New IP Marketing: Should Brands Do It, and How?**
As brand and channel brands, how can they build their own IP sales-driving capability, avoid pitfalls, and find suitable paths and methods?
> • Find the most suitable, not necessarily the most expensive.
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> • How to evaluate and choose between guarantee + sharing models.
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> • How to make objective and correct judgments across multiple dimensions when facing a sea of IPs.
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> • Whether to decide to incubate your own IP.
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> • How to spread IP content.
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> • How to deeply operate IP fans.
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> • What successful IP-playing brands can offer as reference experience.
Facing these new and old problems, how can we derive feasible solutions from a comprehensive perspective of the entire industry chain? We need a brainstorming session!
In March 2019, at the **2019 (5th) FMCG + Internet Conference**, we invite the most representative heavyweights from the entire industry chain to sit and discuss, helping IP owners and brand owners break through industry barriers and jointly build a future ecological layout.
Everything you want to know is here:
Forum Highlights:
• The forum theme interprets IP + brand commercialization trends from a full industry chain perspective for the first time, achieving two-way empowerment for brands.
• Dry goods cases: Palace Museum Cultural and Creative, Peppa Pig, Three Squirrels, film and TV, brand, and channel experts share cases.
• Core value: Connect IP owners with brands, discuss methodologies, and break cross-industry barriers.
• In-depth private board dinner salon for deep communication among participating enterprise executives.
Agenda
Registration Method
【IP Brand Empowerment Session】
Limited-time exclusive discount price **199** yuan!
**Learn more about main venue information**
**Click "Read Original" to register now...**
**-END-**


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