We need to explain it separately.
IP: intellectual property, intellectual property
What is meant by tourism IP, the Forbidden City, for example, before 2014, we just know the Forbidden City is a site in the capital Beijing, is the residence of the emperors to deal with the internal affairs of the dynasty. But in the Palace "President" under the leadership of Shan Jixiang, the Palace has become a super IP.
In 2014, the Palace Taobao in the release of the public number article "Yongzheng: feel yourself budding" after attracting widespread attention. The article, Yongzheng changed the serious and solemn image of the ancient emperor, through a sense of contrast cute, became the first IP spokesman under the Palace brand. It can be said that the success of new media operations, is the Palace IP fire up a major key, now "Palace Taobao" WeChat tweets have been piece of 100,000 +, first a serious popularization of the traditional culture of the Palace, and then not down to sell cute to sell creative products.
The subsequent development of the app, the interaction between the user and the culture of the Palace, is no longer limited to offline, the starting point is to help more people to understand the culture of the Palace and the story behind it, although it is not a profit-making product, but through the mining of their own IP, but still through the sale of cultural and creative products to bring considerable sales revenue, the Palace of Cultural and Creative is the IP of the very successful tourism enterprises.
The traveler's IP, many of which is the ip of the traveler, is the ip of the traveler's ip. Traveler's IP, in many cases, is determined by the user. Your external output of various text pictures and videos, personalized, differentiated, and in sharp contrast to other people, will allow users to automatically label you. Lively and serious, serious and funny, reliable and bullshit, are all the impression of the user's labeling of you. The creation of travel IP, there is no quick channel, is determined by the accumulation of time precipitation.
The explosion of short video, not only the achievements of the App such as Jitterbug, fast hand, small red book, but also shaped a number of net red IP.
Take papi sauce, for example, to speed up the speed of speech, to dig around the people around the various characteristics of the theme of the filming of the funny video, triggering the people **** song, the sentence "I'm papi sauce, a collection of beauty and talent in one woman". I am papi jiao, a woman who combines beauty and talent" slogan as the end of the video. Easy and pleasant editing, interesting **** Ming's theme, then the netroots quickly stood out, coupled with papi sauce's attributes of the school bully, papi sauce's netroots IP has been set up to complete.
Ordinary tourism practitioners how to create their own IP? First of all, we need to determine the positioning of the enterprise, strengthen the cultural connotation of the enterprise, and establish a reputation. You also need to polish your products and improve your service quality. The unique membership model of the Maoya travel platform helps ordinary travel practitioners to create their own personal IP in a variety of ways, with their own merchandise, line products, creating differentiated content that is different from other practitioners, and either serious or earnest customer service tactics, all of which are labeled features that appeal to certain groups of users. If you are a personal travel enthusiasts, the ah travel has a variety of cash channels and personal IP to create ways to create the travel industry KOL. ah travel also has a professional mentor group to help business online transformation, IP to create courses and refinement of the operation.