• 5
  • 2
  • 3
  • 1

资讯> 精华文章 > 正文

Hello Kitty仅是授权费用,就能创造5亿美元利润

<p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">Hello Kitty今年45岁啦~</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">你能想象到</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">这个如此可爱的小猫咪</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">已经度过了45个年头了吗?</span> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:center;"> <img src="https://ipcc.oss-cn-hangzhou.aliyuncs.com/rich/2019/05/17/09/47/fac10b0be5de48b0b2eff00583f1d0c1.jpg" alt="" /> </p> <p style="text-align:center;"> <br /> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">说句实话,小桔都不知道</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">原来Hello Kitty在1974年就已经诞生了</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">小桔还以为它也就只有20来岁呢</span> </p> <p style="text-align:center;"> <br /> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:16px;font-family:&quot;Microsoft YaHei&quot;;background-color:#E53333;color:#FFFFFF;"><strong>&nbsp;Hello Kitty创造的收益&nbsp;</strong></span> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:justify;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">1974年时三丽鸥公司预定推出一款小钱包,希望能设计一个全新的人物图案。当时小孩子喜欢的无非就是小狗、小熊、小猫等等的小动物,但以小狗小熊为原型的图案在市面上已经推出过了,所以设计师决定以小猫为原型,设计一个崭新的人物。后来,Hello Kitty诞生了。不可思议的是,Hello Kitty从此一发不可收拾,迅速俘虏了全球各地人的心。</span> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">如果你一不小心火遍全球</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">你可能还会担心</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">是不是有什么手机里的巨作给泄露出去了</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">但是Kitty猫火遍全球</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">就不会有这种想法</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">它这一火</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">全球各地各行各业的商业人士</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">真的是求爷爷告奶奶</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">想要把Kitty猫给贴在自家产品上</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">场面能激烈到什么程度</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">大概</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">也就和你捅了马蜂窝那场面差不多吧</span> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:center;"> <img src="https://ipcc.oss-cn-hangzhou.aliyuncs.com/rich/2019/05/17/09/48/046ce400a7e14a22b21e67ac0603cfbd.jpg" alt="" /> </p> <p style="text-align:center;"> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">三丽鸥很少刻意去给Kitty猫打广告</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">但是奈何太出名了</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">全球各地</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">授权了上千家的公司和企业</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">那时候的三丽鸥真的做到了</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">小桔梦寐以求的</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">数钱数到手抽筋</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">据悉, Kitty每年的<a href="https://www.ipcc.com/" target="_blank"><span style="font-size:18px;"><strong>版权</strong></span></a></span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">就能创造5亿美元的利润</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">同时也能为授权公司赚取几十亿美元的收益</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">甚至有传闻说</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">微软公司曾出价56亿美元收购版权</span> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:center;"> <img src="https://ipcc.oss-cn-hangzhou.aliyuncs.com/rich/2019/05/17/09/48/029d24c491b749f3950f52ece38e477f.jpg" alt="" /> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:16px;font-family:&quot;Microsoft YaHei&quot;;background-color:#E53333;color:#FFFFFF;"><strong>&nbsp;传统IP的出路&nbsp;</strong></span> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:justify;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">“黑猫警长”、“美猴王”、“葫芦娃”等经典IP,一直都是国人们耳熟能详的经典动漫人物形象。除了在以自身打造的动漫中能给电影厂商带来效益以外,还有另外一条路可以带来额外的经济收入。</span> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:justify;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">没错,那就是</span><span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">授权</span><span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">。</span> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:justify;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">上海美影厂党政负责人郑虎曾表示,猴年时,曾把“美猴王”授权给一家贵金属企业,一个IP,带来的营收是4200多万。同样是“美猴王”,授权给肯德基做成Q版,做“门神”,带来的营收也是千万以上。</span> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:justify;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">如此可见,IP的力量是巨大的。</span> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:justify;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">再来举个例子:故宫博物馆。</span> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">在小桔的印象中</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">博物馆是死气沉沉</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">庄严肃穆</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">神圣不可侵犯的</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">但是如今的故宫博物馆不一样</span> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">为什么要着重说现在?</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">因为</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">前任故宫博物院院长</span><span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">单霁翔</span><span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">上任后</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">给故宫博物馆吃了一颗脱胎换骨的灵药</span> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">你能想象</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">雍正帝比着剪刀手卖萌的样子吗?</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">你能想象</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">青铜雕像抿着嘴的样子吗?</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">你能想象</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">咸丰帝歪着脖子给你打招呼的样子吗?</span> </p> <p style="text-align:center;"> <br /> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">这些你以前想都不敢想的画面</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">已经被单院长及文创团队给做出来了</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">并且凭借这些创意</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">故宫博物馆不仅更接地气</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">完成了大翻身</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">在13年还收获6亿!</span> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">到了17年营业额更是达到了15亿!</span> </p> <p style="text-align:center;"> <br /> </p> <p style="text-align:center;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">什么?你说创意在里面发挥的作用更大?</span> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:center;"> <img src="https://ipcc.oss-cn-hangzhou.aliyuncs.com/rich/2019/05/17/09/49/8df0508cbf354b979b99c298f9e9b9cc.jpg" alt="" /> </p> <p style="text-align:justify;"> <br /> </p> <p style="text-align:justify;"> <span style="line-height:2;font-size:14px;font-family:&quot;Microsoft YaHei&quot;;">总的来说,一个IP所拥有的能量,和这个IP的知名度是有着必然联系的。怎么打响知名度这是企业大佬才要想的事情。小桔想要说的是,一个IP并不只有一种方法可以创造价值,可尝试多种方式创收。</span> </p>
  • 版权

本文经授权发布,不代表IPCC立场,如若转载请注明出处。

ipcc知产课堂合集,你值得拥有~

get专利变现的最佳模式