The Product Development Program Of Taobao's "Zaodianxinhuo" Channel Based On IP Virtual Derivatives Development

In the context of industrial development,IP can be understood as "copyright",that is,the ownership of cultural products with a broad audience base and commercial development value.IP virtual derivatives are a special form of IP derivatives in the middle of the IP authorization development industry chain.At the moment when IP physical derivatives are becoming more and more saturated,IP virtual derivatives have opened up a new path for IP copyright development and derivation.Taobao's “Zaodianxinhuo” channel is an IP derivative sales platform under Taobao.In addition to selling physical IP derivatives,it plans to develop new IP virtual derivative products to open up new IP consumption scenarios for consumers to meet consumer diversification and Personalized consumer demand strengthens the connection between the platform and users.Based on the analysis of the IP virtual derivatives industry chain,this paper concludes that as one of the specific forms of IP virtual derivatives,virtual images have the characteristics of personalization,diverse scenarios,strong sense of substitution,and social interaction.Its downstream consumption of IP virtual derivatives People with the characteristics of youthfulness and individualization,circle and subdivision,socialization.Through a survey of consumers' willingness to consume IP virtual derivatives,it is found that IP enthusiasts are interested in and have a strong willingness to consume IP virtual derivatives.Consumers hope to obtain differences from physical derivatives by consuming IP virtual derivatives.The spiritual value of the return,the specific expression of the expectation to obtain a sense of belonging to the group identity,to establish and display a personal image.At the same time,the price,aesthetics and social functions of IP virtual derivatives also have an impact on consumer willingness.The product optimization plan based on the final output of research and analysis is to makes up for the original deficiency of the platform and develops a virtual IP role shopping guide product on the basis of the new basic platform products.Through the construction of IP virtual roles,the e-commerce function of the new product platform and the entertainment nature of IP content are organically combined,platform functions are upgraded,and a new development model of IP virtual derivatives is created.