Operation Culture of Independent IP in China in the Past Decade

Abstract

In recent years, the development and operation culture of China’s independent IP has been widely discussed, but there are still deficiencies in the comparison, analysis, and research of various independent IP cases. This paper analyzes the effective and sustainable operation mode of China’s independent IP by comparing the operation culture of “The Legend of Luo Xiaohei” IP and “Wu Huang Wan Shui” IP. This paper analyzes the problems of China’s independent IP in recent years, such as the gap between originality and creators, the restriction of originality by platform ecology and capital orientation, the lack of a systematic independent IP training mechanism, premature commercialization and immature content, a single profit structure, and the double-edged sword effect of the fan economy. Based on this, this paper suggests that major platforms and departments related to independent IP in China can establish a long-term original incubation mechanism, optimize platform algorithms, and promote the optimization of commercialization mode, to promote the sustainable improvement of the quality of independent IP creation in China and further strengthen the long-term sustainable development of independent IP in China.