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The first "national" comic image born on the Chinese Internet, the innocent and healing little red fox, Ali has a history of more than ten years and has gone through the most complete IP development and operation path. From becoming famous overnight on the Internet, to becoming a well-known animation brand in many fields such as picture books, animation, games, product licensing, offline theme stores, and entering the cultural and tourism industry, among many IPs, why is he the only one who stands out and how he does it? IP commercial operation, with a net worth of hundreds of millions?
I believe that many people first met Ahri through the Internet. Ahri appeared on some social platforms many years ago. This little red fox wearing white underwear instantly became an internet celebrity in the animation industry. Relying on emoticons to open up the market through online channels is now a very common mass media strategy, but six or seven years ago it was a very cool thing and a new media strategy in the true sense. Facts have proved that new media is indeed the most suitable way for Ahri to incubate IP. This is not only an opportunity, but also a choice of the times.
Once it becomes influential and then settles down, it will form a gathering of fans, and the construction of the community will have huge commercial potential that can be tapped. The most practical way is to turn it into a product, so that the industrial chain forms a closed loop. The first works Ahri launched were books, a relatively traditional product form. However, as the book industry continues to shrink than before, the total sales volume of picture books has reached 3 million+. There are more than 1,000 derivative products, covering plush dolls, clothing, bags, stationery, daily necessities, etc., and it has authorized cooperation with many well-known brands including McDonald's, Master Kong, Peacebird Home Textiles, Yunifang, DQ, Kelan Diamond, etc.
But these are far from enough. More products need to be developed that people want to continue to own. The emotions that offline operations can maintain are far beyond what pure online content can match. Focusing on Ali's image characteristics and communication hot spots, the Dream City team crossed over to museums, theme museums and cultural tours.
Shenzhen-EXPO takes "Ali" as its representative image, cleverly integrates people and IP, organically combines IP with real-life products, and integrates exploratory scenes with elements such as science, exploration, entertainment, climbing, and physical fitness. An interactive and experiential growth space that meets children's growth needs and creates China's first children's exploration museum.
Prince Gong's Mansion, which carries half of the history of the Qing Dynasty, has three to four million tourists every year. However, the tourists are older and the tourist density is high during summer vacation. Faced with the relatively high age of tourists, the Dream City team creatively combined the cute image of Ahri with the solemn and solemn Prince Gong's Mansion. Ahri played the role of the young master of Prince Gong's Mansion to tell people the story of the Qing Dynasty. It makes the originally inactive culture more acceptable. Young people and children learn about Prince Kung’s Mansion through watching Ahri, and older people learn about Ahri through Prince Kung’s Mansion. This combination cleverly realizes the nature of traditional Chinese culture and contemporary culture. A crossover between the two brands. This is the powerful role of culture in empowering new urban and rural areas, new industries, and new consumption.
Under the great opportunity of consumption upgrading, new retail is an important aspect of it. Ali’s theme cafe with its own fans provides a long-term offline experience space and becomes the integration point of online and offline animation IP.
IP cross-border cultural tourism industry is the most difficult. Countless IP cross-border cultural tourism industry has failed more than success. To turn the design on paper into a realistic scene, we are faced with a brand-new industry rule. But Chengdu Ali Field Farm is one of the winners, a practical case of new exploration created with cultural IP.
The design concept of Ahli Field Farm is to give visitors an "original cultural immersive experience", but some of the recreational facilities are difficult to integrate with the natural environment.
Hans designed a new story for Ali Field Farm. With the main line of the story, it is necessary to use "dream" as the theme and use fantasy elements to enrich the connotation of the story. A series of interactive facilities suitable for children's play need to be related to the story. tightly together. After continuous exploration and repeated adjustments and practices, a unique operating model of "farm experience + IP immersive experience + high-end unpowered facilities + parent-child education = Ahli Field Farm" was gradually formed, becoming a successful new internet celebrity check-in destination.
The crossover of IP to the cultural and tourism industry has brought huge opportunities to cities and rural areas, but how can traditional projects and products seize the opportunity to transform and upgrade, and how to avoid wrong methods and concepts? How can project development and operation personnel quickly master operating methods, find and identify excellent planning and designers? How can investors deeply understand the underlying logic and methods of the industry? How do planners and designers accurately capture market opportunities and capture consumers’ concerns? Can cultural and creative enthusiasts who are still waiting and watching quickly seize new opportunities and transform themselves into the cultural and creative industry?
Nowadays, the cute and healing Ahri has come to reality from the animation world. Following the opening of the first domestic Ahri-themed field farm in Chengdu, Ningbo Ahri Field Farm will also open in October this year, causing "raccoon" in East China. With the widespread attention of fans, we look forward to following Ahri to open the fairy tale dream and meet the childlike innocence of the field.
Ningbo Ahli Field Farm covers an area of about 150 acres. It deeply explores the local agricultural cultural heritage of Hongtang, introduces the well-known domestic animation IP Ahri, and brings together world-renowned non-powered amusement equipment, integrating Ahri IP culture, modern agriculture, cultural tourism and leisure, and nature. Paradise, farming experience, field life, etc. are organically combined to create an innovative farm that integrates "farming and animal husbandry experience + non-powered amusement + IP immersive experience + natural education".
The project will consist of two parts: the field farm section of the enclosed park and the parent-child themed shopping street on the periphery.
The enclosed part of the park will include theme areas such as agate forest, spiral wood garden, starlight beach, windmill, and pasture.
The parent-child themed shopping street will carry out extensive investment cooperation around various parent-child education and training institutions, themed retail and catering businesses. Build a parent-child pastoral vacation destination in the suburbs of Ningbo.
Visitors in the closed park can take photos with Dream Chasing Ari in the "Whirlwood Garden", learn about plants in the "Agate Forest" and explore the mysterious emerald maze; they can follow the guidance of the red-nosed moon and interact with more than ten people at the "Starlight Beach" Intimate interactions with adorable pets.
Theme farms have become an indispensable leisure method in today's leisure industry and are favored and recognized by more and more operators. Throughout the development of theme farms in our country, there have been many failures and few successes. The reason is that the theme determines success or failure.
Ahli Field Farm is an innovative farm that integrates "farm experience + non-powered amusement + IP immersive experience + natural education". Make full use of the original natural environment to build a natural farm that is truly suitable for the local market, creative and humanistic, and create the ultimate natural experience amusement products for friends who love to get close to nature, so that everyone can gain joy and knowledge here. It is an idyllic oriental field. The original intention of the farm team is also the driving force for its continuous progress.
At Ali Field Farm, families can enjoy the wonderful parent-child time of each other's company, explore mutual understanding of education methods, and understand the relationship between man and nature. The elders can regain their childlike innocence, the young can be healed, and the young can challenge the future.
Through the development of these projects over the years, the Tianyuan Oriental Field Farm team has accumulated rich experience in product research and development, IP integration, planning and design, and operational practice. In particular, it has also made systematic planning on the IP system. Tianyuan Oriental Field Farm Signed an exclusive licensing strategic agreement with Dream City for Ali Field Farm.
Nanjing Ali Field Farm is expected to open in March next year. The farm team will continue to work hard to bring new pastoralism to more places, so that indigenous people, new residents and tourists can all benefit from the pastoral complex model.
Source | 21 Finance
[Splendid Times: Focus on providing one-stop solutions for agriculture, culture, tourism and health]