视频来源于刘佳宁在华兴逐鹿X活动上的分享实录，点击阅读原文跳转华兴逐鹿X

<br/></span><span style=" LINE-HEIGHT: 23px; COLOR: rgb(89,89,89); FONT-SIZE: 12px ">↑ 时长：10′13″，体积：21MB</span><br style=""/></span></p><fieldset style=" BOX-SIZING: border-box; BORDER-BOTTOM: 0px; TEXT-ALIGN: justify; BORDER-LEFT: 0px; LINE-HEIGHT: 1.4; WHITE-SPACE: normal; FONT-SIZE: 1em; BORDER-TOP: 0px; BORDER-RIGHT: 0px "><section style=" BOX-SIZING: border-box; BORDER-BOTTOM-COLOR: rgb(185,40,15); BORDER-LEFT: rgb(185,40,15) 3px solid; BORDER-TOP-COLOR: rgb(185,40,15); PADDING-LEFT: 8px; PADDING-RIGHT: 8px; FONT-FAMILY: inherit; COLOR: rgb(185,40,15); BORDER-RIGHT-COLOR: rgb(185,40,15) "><section style=" BOX-SIZING: border-box; LINE-HEIGHT: 1.4; FONT-FAMILY: inherit "><p style=" BOX-SIZING: border-box; LINE-HEIGHT: 1.5em "><strong style=""><span style=" COLOR: rgb(89,89,89); FONT-SIZE: 14px ">分享者</span></strong></p></section></section></fieldset><p style="" class="p1"><span style=" COLOR: rgb(89,89,89); FONT-SIZE: 14px ">刘佳宁，<a class="relation-object org" data-ticket="ff24ce2844f0a9e452dc48b63e902d88" data-type="org" href="/data/org/ff24ce2844f0a9e452dc48b63e902d88" target="_blank">华兴资本</a>战略顾问。</span></p><p style=" LINE-HEIGHT: 25px; WHITE-SPACE: normal "><span style=" LINE-HEIGHT: 22px; WHITE-SPACE: pre-wrap; COLOR: rgb(89,89,89); FONT-SIZE: 14px "/></p><p style=""><br style=""/></p><section style=" BOX-SIZING: border-box; BORDER-BOTTOM: 0px; TEXT-ALIGN: justify; BORDER-LEFT: 0px; LINE-HEIGHT: 1.4; WHITE-SPACE: normal; FONT-SIZE: 1em; BORDER-TOP: 0px; BORDER-RIGHT: 0px "><section style=" BOX-SIZING: border-box; BORDER-BOTTOM-COLOR: rgb(185,40,15); BORDER-LEFT: rgb(185,40,15) 3px solid; BORDER-TOP-COLOR: rgb(185,40,15); PADDING-LEFT: 8px; PADDING-RIGHT: 8px; FONT-FAMILY: inherit; COLOR: rgb(185,40,15); BORDER-RIGHT-COLOR: rgb(185,40,15) "><section style=" BOX-SIZING: border-box; LINE-HEIGHT: 1.4; FONT-FAMILY: inherit "><p style=" BOX-SIZING: border-box; LINE-HEIGHT: 1.5em "><strong style=""><span style=" COLOR: rgb(89,89,89); FONT-SIZE: 14px ">背景</span></strong></p><p style="" class="p1"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><span style=" LINE-HEIGHT: 25px "><a class="relation-object org" data-ticket="ff24ce2844f0a9e452dc48b63e902d88" data-type="org" href="/data/org/ff24ce2844f0a9e452dc48b63e902d88" target="_blank">华兴资本</a>于2004年在北京成立，是中国领先的专注于为高速成长的中国创业型企业家提供顶级<a class="relation-object tag" data-ticket="d5e9f8b68c77273e31cc9c674d1f7393" data-type="tag" href="javascript:void(0);">财务顾问</a>服务的<a class="relation-object tag" data-ticket="7816e0eb65027a25ee288854df6b8fe7" data-type="tag" href="javascript:void(0);">投资银行</a>。</span>公司业务包括私募融资、公开募股、并购、销售交易以及各行业证券研究，主要关注行业包括TMT（科技、媒体和通信）、教育、医疗和<a class="relation-object tag" data-ticket="85f42dcd706f66322ff0ed108613ff9c" data-type="tag" href="javascript:void(0);">消费</a>品等。</span></p><p style=" LINE-HEIGHT: 25px; WHITE-SPACE: normal "><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px "> </span></p><fieldset style=" BOX-SIZING: border-box; BORDER-BOTTOM: 0px; TEXT-ALIGN: justify; BORDER-LEFT: 0px; LINE-HEIGHT: 25px; WHITE-SPACE: normal; BORDER-TOP: 0px; BORDER-RIGHT: 0px "><section style=" BOX-SIZING: border-box; BORDER-BOTTOM-COLOR: rgb(185,40,15); BORDER-LEFT: rgb(185,40,15) 3px solid; BORDER-TOP-COLOR: rgb(185,40,15); PADDING-LEFT: 8px; PADDING-RIGHT: 8px; FONT-FAMILY: inherit; BORDER-RIGHT-COLOR: rgb(185,40,15) "><section style=" BOX-SIZING: border-box; FONT-FAMILY: inherit "><p style=" BOX-SIZING: border-box; LINE-HEIGHT: 1.5em "><span style=" LINE-HEIGHT: 17px; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><strong style="">简介</strong></span></p></section></section></fieldset><p style=" LINE-HEIGHT: 25px " class="p1"><span style=" LINE-HEIGHT: 17px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">在开始本期的RC之前，小编想请大家先做一个简单的测试。</span></p><p style=" LINE-HEIGHT: 25px " class="p1"><span style=" LINE-HEIGHT: 17px; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><br style=""/></span></p><blockquote style=""><p style=" LINE-HEIGHT: 25px " class="p1"><strong style=""><span style=" LINE-HEIGHT: 17px; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><a class="relation-object item" data-ticket="cf8e3d0e4312b7f37c5f57bee2c4b07d" data-type="item" href="/data/item/cf8e3d0e4312b7f37c5f57bee2c4b07d" target="_blank">同道大叔</a>、暴走大事件、<a class="relation-object item" data-ticket="144527a7973f7edc44b421bea62b8f52" data-type="item" href="/data/item/144527a7973f7edc44b421bea62b8f52" target="_blank">军武次位面</a>、万万没想到、罗辑思维<br style=""/></span></strong></p><p style=" LINE-HEIGHT: 25px " class="p1"><strong style=""><span style=" LINE-HEIGHT: 17px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">晓说、狐妖小红娘、奇葩说、AKB48、金融八卦女</span></strong></p><p style=" LINE-HEIGHT: 25px " class="p1"><strong style=""><span style=" LINE-HEIGHT: 17px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">山下智博、谷大白话、马伯庸、权力的<a class="relation-object tag" data-ticket="ba08216f13dd1742157412386eee1225" data-type="tag" href="javascript:void(0);">游戏</a>、排骨</span></strong></p><p style=" LINE-HEIGHT: 25px " class="p1"><strong style=""><span style=" LINE-HEIGHT: 17px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">TFBoys、跑男、爸爸<a class="relation-object item" data-ticket="3e79d0feb7d29a1ecc8e85b7f76e78b2" data-type="item" href="/data/item/3e79d0feb7d29a1ecc8e85b7f76e78b2" target="_blank">去哪儿</a>、中国好声音、MC天佑</span></strong></p></blockquote><p style=" LINE-HEIGHT: 25px " class="p1"><span style=" LINE-HEIGHT: 17px; COLOR: rgb(89,89,89); FONT-SIZE: 14px "/></p><p style="" class="p1"><br style=""/></p><p style=" LINE-HEIGHT: 25px " class="p1"><span style=" LINE-HEIGHT: 17px; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><iframe data-display-style="HEIGHT: 649px; borderImage: ; borderImageSource: " class="vote_iframe js_editor_vote_card" data-display-src="/cgi-bin/readtemplate?t=vote/vote-new_tmpl&__biz=MzA5NzIzMjgxMg==&supervoteid=4094434&token=175181902&lang=zh_CN" frameborder="0" scrolling="no" allowfullscreen="" data-supervoteid="4094434" data-src="/mp/newappmsgvote?action=show&__biz=MzA5NzIzMjgxMg==&supervoteid=4094434#wechat_redirect"/><span class="vote_box skin_help po_left"/><span class="vote_box skin_help po_right"/></span><br style=""/></p><p style=" LINE-HEIGHT: 25px " class="p1"><br style=""/></p><p style="" class="p1"><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px ">以上列举的IP，大多诞生于近5年，粉丝数量从几百万到千万，所代表的价值观也各不相同。虽然喜欢不同IP的粉丝，可能会自我认定在鄙视链的不同层级，但是不可否认，这些IP本身都是极其优秀的，因为他们在自己的粉丝圈层内，形成了很强的影响力和认同感。</span></span></p><p style="" class="p1"><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px "><br style=""/></span></span></p><blockquote style=""><p style="" class="p1"><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px ">以影视为例：</span></span></p><p style="" class="p1"><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px "/></span></p><p style=""><strong style=""><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px ">电视剧鄙视链：英剧>美剧>日剧>韩剧>港剧>台剧>内地剧>泰剧</span></span></strong></p><p style=""><strong style=""><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px "><br style=""/></span></span></strong></p><p style=""><strong style=""><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px ">电影鄙视链：冷门国家文艺片>欧洲文艺片>日韩台小清新片>老港片>好莱坞大片>内地片</span></span></strong></p></blockquote><p style="" class="p1"><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px "><br style=""/></span></span></p><p style="" class="p1"><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px ">对于这种现象，华兴资本的首席分析师刘佳宁认为，这是因为我们已经进入了一个IP分散化的娱乐时代。</span></span></p><p style="" class="p1"><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px "><br style=""/></span></span></p><p style="" class="p1"><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px ">这就好比以前过年的时候，全家人围坐在一起，没有太多可选择的、有趣的度过夜晚方式，看春晚自然而然就成了最佳的选择。而电视机又是当时唯一可以收看春晚的渠道，于是全家坐在电视机前看春晚这样的一个典型场景就诞生了。你很难想象，过去的人们是为了所谓团聚的仪式感这么做，最早这么做的人，一定是他们真的觉得春晚好看。</span></span></p><p style="" class="p1"><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px "><br style=""/></span></span></p><p style="" class="p1"><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px ">但是现在，当我们每天从娱乐中获得的快感都远超当年过年时，当我们有能力有选择，能够以其他的方式庆祝新年，春晚这个大IP自然也就失去了当年凝聚所有人目光的魔力。</span></span><span style=" LINE-HEIGHT: 17px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">春晚逐年下滑的收视率也证明了这一点，也许春晚的导演和演员们真的不能怪自己不够卖力，而是只能“长恨人心不如水”了。</span></p><p style="" class="p1"><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px "><br style=""/></span></span></p><p style="" class="p1"><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px ">那么，IP分散化之后会发生什么呢？</span></span></p><p style="" class="p1"><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px "><br style=""/></span></span></p><p style="" class="p1"><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px ">首先<a class="relation-object tag" data-ticket="bf32549aa3a86d9cbb4b7f2b2ce817ad" data-type="tag" href="javascript:void(0);">内容生产</a>者不再需要取悦所有人，他要做的是持续输出质量和调性稳定的内容，不断地吸引和影响认同他的粉丝群体。</span></span></p><p style="" class="p1"><span style=" LINE-HEIGHT: 17px; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><br style=""/></span></p><p style="" class="p1"><span style=" LINE-HEIGHT: 17px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">在对粉丝产生足够强的影响力之后，<a class="relation-object tag" data-ticket="bf32549aa3a86d9cbb4b7f2b2ce817ad" data-type="tag" href="javascript:void(0);">内容生产</a>者的作用就像一根管道，开始承担流量的二次分发的职能，IP去哪里，粉丝就到哪里。</span></p><p style="" class="p1"><br style=""/></p><p style="" class="p1"><span style=" COLOR: #595959 "><span style=" LINE-HEIGHT: 17px; FONT-SIZE: 14px ">也许到最后，我们会发现，IP本质上变成了一张网，而粉丝就是鱼。任鱼儿怎么游，文字，视频，网剧，电影，<a class="relation-object tag" data-ticket="ba08216f13dd1742157412386eee1225" data-type="tag" href="javascript:void(0);">游戏</a>，直播，网店……织成的天罗地网，总有一个节点能把它变现了。</span></span></p><p style=" LINE-HEIGHT: 25px " class="p1"><br style=""/></p><p style=" LINE-HEIGHT: 25px " class="p1"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">延伸阅读</span></p><p style=" LINE-HEIGHT: 25px " class="p1"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><a style="" href="http://mp.weixin.qq.com/s?__biz=MzA5NzIzMjgxMg==&mid=2651799029&idx=1&sn=47480e7f47cf40c92995763e0de5a4b2&scene=21#wechat_redirect" target="_blank" data_ue_src="http://mp.weixin.qq.com/s?__biz=MzA5NzIzMjgxMg==&mid=2651799029&idx=1&sn=47480e7f47cf40c92995763e0de5a4b2&scene=21#wechat_redirect">内容电商真的是内容人的新出路吗？by iEVER美课赵净</a></span></p><p style=" LINE-HEIGHT: 25px " class="p1"><span style=" LINE-HEIGHT: 22px; 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WHITE-SPACE: pre-wrap; COLOR: rgb(89,89,89); FONT-SIZE: 14px; TEXT-DECORATION: underline " href="http://mp.weixin.qq.com/s?__biz=MzA5NzIzMjgxMg==&mid=2651799013&idx=1&sn=6815d268a7e920264c0f8e2524b24074&scene=21#wechat_redirect" target="_blank" data_ue_src="http://mp.weixin.qq.com/s?__biz=MzA5NzIzMjgxMg==&mid=2651799013&idx=1&sn=6815d268a7e920264c0f8e2524b24074&scene=21#wechat_redirect">优土带你投内容——内容商业模式IPedia by 合一集团郝峰</a></span></p><p style=" LINE-HEIGHT: 25px " class="p1"><br style=""/></p><p style=" LINE-HEIGHT: 25px; WHITE-SPACE: normal "><span style=" BACKGROUND-COLOR: rgb(184,0,0) "><strong style=" BOX-SIZING: border-box !important; LINE-HEIGHT: 23px; MAX-WIDTH: 100%; WORD-WRAP: break-word !important; COLOR: rgb(62,62,62) "><span style=" BOX-SIZING: border-box !important; MAX-WIDTH: 100%; WORD-WRAP: break-word !important; COLOR: rgb(255,255,255); FONT-SIZE: 14px ">附全文</span></strong></span></p><p style=""><br style=""/></p><section style=" BOX-SIZING: border-box; BORDER-BOTTOM: 0px; TEXT-ALIGN: justify; BORDER-LEFT: 0px; LINE-HEIGHT: 1.4; WHITE-SPACE: normal; FONT-SIZE: 1em; BORDER-TOP: 0px; BORDER-RIGHT: 0px "><section style=" BOX-SIZING: border-box; BORDER-BOTTOM-COLOR: rgb(185,40,15); BORDER-LEFT: rgb(185,40,15) 3px solid; BORDER-TOP-COLOR: rgb(185,40,15); PADDING-LEFT: 8px; PADDING-RIGHT: 8px; FONT-FAMILY: inherit; COLOR: rgb(185,40,15); BORDER-RIGHT-COLOR: rgb(185,40,15) "><section style=" BOX-SIZING: border-box; LINE-HEIGHT: 1.4; FONT-FAMILY: inherit "><section style=" BOX-SIZING: border-box "><p style=""><span style=" FONT-SIZE: 18px "><strong style=""><span style=" LINE-HEIGHT: 20px; COLOR: rgb(89,89,89) "><p style="">IP分散化的背后原因</p></span></strong></span></p><p style=" LINE-HEIGHT: 25px " class="p1"><br style=""/></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">中国现在正在经历一个价值观分散化的阶段，我前面有很多逻辑可以判断出实际上</span><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><strong style=" LINE-HEIGHT: 20px "><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(184,0,0); FONT-SIZE: 14px ">IP这个东西应该是背后隐含价值观的，一个背后不隐藏价值观的内容应该算不上是一个长久的IP</span></strong></span><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">。虽然很多人都在谈IP，但是从我们自己做研究的定义上我们不认为这些东西是IP，因为大多数的内容背后没有什么价值观，我们认为有价值观的内容才叫做IP。</span></p><p style="" class="p3"><br style=""/></p><p style="" class="p2"><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><strong style=" LINE-HEIGHT: 20px "><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(184,0,0); FONT-SIZE: 14px ">现在国内其实IP分散化背后的潜台词就是价值观的碎片化</span></strong></span><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">。当经济发展一旦出现停滞或者说趋缓的时候，新的一代人发现凭努力开始赚不到钱的时候，赚钱已经不是最重要的事情了。最重要的事情变成什么？关注自我。大家会寻找自我在生活里生命里的定位，希望找到一群跟我有同样想法的人聚集在一起找到一种自我认同，这种寻找就形成了价值观的碎片化。</span></p><p style="" class="p3"><br style=""/></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">其实主流的国家都经历过这个过程，美国大概用了100年，特别是二战之后，到现在的状态。日本用的50年，日本现在就是典型价值观碎片化的阶段。他们当时是怎么进入这个阶段呢？他基本就是在消失十年的时</span><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">候</span><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><strong style=" LINE-HEIGHT: 20px "><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(184,0,0); FONT-SIZE: 14px ">经济发展基本停滞，大家就开始寻找自我认同感。越寻找就越宅，越宅就越开始形成了分散化的内容</span></strong></span><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">。</span></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><br style=""/></span></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">就像<a class="relation-object item" data-ticket="144527a7973f7edc44b421bea62b8f52" data-type="item" href="/data/item/144527a7973f7edc44b421bea62b8f52" target="_blank">军武次位面</a>，我相信在座一半人，可能都不知道军武次位面是什么，假如我光说这么一个名字，不做任何介绍，可能大家都是第一次听说，现在出现了很多头部内容你根本都不认识它。不仅是人格化的内容，而且包括非人格化的内容，这就是价值观碎片化多元化的体现。大家先记住这一点，价值观开始碎片化多元化了。</span></p><p style="" class="p3"><br style=""/></p><p style="" class="p3"><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><strong style=" LINE-HEIGHT: 20px "><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(184,0,0); FONT-SIZE: 14px ">然后我们现在的技术也导致了这一点</span></strong></span><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">。</span><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><strong style=" LINE-HEIGHT: 20px "><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(184,0,0); FONT-SIZE: 14px ">先说整个的信息传播方式发生的变化</span></strong></span><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">：以前信息传播的方式就是一点对多面的传播，但是现在我们先看供给侧，我们打开这个手机以前我们的信息基本上都是来自于<a class="relation-object tag" data-ticket="0dbddccfe00aedc12f3b07b74d97a4d4" data-type="tag" href="javascript:void(0);">门户网站</a>。为什么那个时候<a class="relation-object tag" data-ticket="0dbddccfe00aedc12f3b07b74d97a4d4" data-type="tag" href="javascript:void(0);">门户网站</a>火？因为大家上网都是先打开门户网站，因为我们的供给大多数内容都是先从门户网站上分类，我们要从上面去找，如门户网站、搜索引擎。</span><br style=""/></p><p style="" class="p3"><br style=""/></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">但是现在我们用手机的时候发现不是这样，</span><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><strong style=" LINE-HEIGHT: 20px "><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(184,0,0); FONT-SIZE: 14px ">我们现在用手机有很多App有很多入口，也就是我们的供给侧变得特别多的东西有特别多的入口</span></strong></span><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">，这就是供给侧的一个变化。包括微信，其实微信现在真的影响力非常大后面还有数据。但是我想说微信影响力这么大了，其实它也是一个没有什么统一入口的东西，微信上面根本都没有提供任何中心化的流量入口。公众号也算不上，公众号也是通过订阅推送来实现的，根本就没有大的统一的流量入口，所以在供给侧的时候信息的供给就已经是变得分散的了。</span></p><p style="" class="p3"><br style=""/></p><p style="" class="p2"><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><strong style=" LINE-HEIGHT: 20px "><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(184,0,0); FONT-SIZE: 14px ">我们再看<a class="relation-object tag" data-ticket="85f42dcd706f66322ff0ed108613ff9c" data-type="tag" href="javascript:void(0);">消费</a>的需求侧</span></strong></span><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">。现在根本没有办法看这么多的信息，我们站在作为用户角度讲今天把所有App给我提供的信息全看一遍这现实吗？不现实。我手机上的知乎、网易云阅读我根本没办法每天把我所订阅的内容都看一遍。其实我还就只选了两个，假如说你再选一个音乐的，再选一个下厨房这种每天就不用看了。所有的时间什么工作都不用做都看不完，所以现在的用户不会这样去用的。</span></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><br style=""/></span></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">现在的用户是什么？我圈子里的人看什么我就看什么，大家想想是不是这样的。大家每天刷朋友圈，你朋友圈的内容都是你圈子里的人看的内容，都是我想看什么我才看什么，这就形成了兴趣的分化和人群的分化。使需求侧站在用户这一侧，它也不关心中心的入口。</span><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><strong style=" LINE-HEIGHT: 20px "><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(184,0,0); FONT-SIZE: 14px ">作为用户我只关心我想关心的人给我看的东西，或者我只关心我的兴趣上的东西，所以就开始形成了圈层</span></strong></span><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">。</span></p><p style="" class="p3"><br style=""/></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">这里面我们有一个定义叫做人群的圈层化，这个是很有意思的一件事。圈层和圈层之间经常会发生的事情就是隔离感非常强的，他们互相不知道对方圈层在发生什么事情，甚至对方圈层在说什么语言都不知道。</span><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><strong style=" LINE-HEIGHT: 20px "><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(184,0,0); FONT-SIZE: 14px ">大家可以上微博去看看搜一个00后的圈子，找到这样的圈子你会发现他们上面用的语言我都不知道用的名词是什么意思</span></strong></span><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">，这个也是我们研究中发现的一点。所以圈层之间他们是互相不影响，而且是互相可能不够了解的，但是他们中间可能只会通过一些点来跳转。但是在这个圈子的内部是有高度认同感和高度的共鸣，而且他们还会</span><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><strong style=" LINE-HEIGHT: 20px "><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(184,0,0); FONT-SIZE: 14px ">通过内部的深度交流实现一种共振把圈子的自我认同感做得更强</span></strong></span><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">。也就是说现在的互联网上其实不光是互联网，人也是现在就是圈层化。圈层化的一个结果就是圈子里面越来越认同，圈子和圈子之间没有交集或者交集很小。</span></p><p style="" class="p3"><br style=""/></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">这个真的是非常明显的现象，更不用说在文化上有这种差异性。所以说当价值观碎片化和我们现在信息传播方式也发生了变化，就是供给端和需求端都发生了变化导致出现了圈层化，当这两个东西叠加在一起的时候中国的IP分散化就变得特别明显。</span></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><br style=""/></span></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">前面的价值观碎片化出现的价值，就是这些圈层能够形成的中间最核心的要素，就是他们认同的价值观。圈层内部都会有一个认同的价值观，他们从组织形式上又受到了供给侧和需求侧变化导致的结果，所以在中国最近这一年这个现象演进的特别特别明显。这不是任何一个因素导致的，是信息传播的方式的供给侧和需求侧再加上价值观分散化在同时发生而导致的。</span></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><br style=""/></span></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">所以后面我建议大家创业包括投资也好一定要特别注意这个现象。你的用户到底是谁？你给你的用户创造的到底是什么样的一个价值观？这个价值观的用户群体到底有多大？</span></p><p style=""><br style=""/></p><section style=" BOX-SIZING: border-box; BORDER-BOTTOM: 0px; TEXT-ALIGN: justify; BORDER-LEFT: 0px; LINE-HEIGHT: 1.4; WHITE-SPACE: normal; FONT-SIZE: 1em; BORDER-TOP: 0px; BORDER-RIGHT: 0px "><section style=" BOX-SIZING: border-box; BORDER-BOTTOM-COLOR: rgb(185,40,15); BORDER-LEFT: rgb(185,40,15) 3px solid; BORDER-TOP-COLOR: rgb(185,40,15); PADDING-LEFT: 8px; PADDING-RIGHT: 8px; FONT-FAMILY: inherit; COLOR: rgb(185,40,15); BORDER-RIGHT-COLOR: rgb(185,40,15) "><section style=" BOX-SIZING: border-box; LINE-HEIGHT: 1.4; FONT-FAMILY: inherit "><section style=" BOX-SIZING: border-box "><p style=""><span style=" FONT-SIZE: 18px "><strong style=""><span style=" LINE-HEIGHT: 20px; COLOR: rgb(89,89,89) "><p style="">头部内容的核心价值</p></span></strong></span></p><p style=""><br style=""/></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">我们把这个和前面的头部内容叠加在一起，其实</span><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><strong style=" LINE-HEIGHT: 20px "><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(184,0,0); FONT-SIZE: 14px ">头部内容就会是圈层当中的核心，因为他们代表的就是价值观，所以我们说有价值观的内容才是真正叫做IP</span></strong></span><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">的。讲到IP很多人想到的是书或者想到的是网红、想到的是某个人。这里面想讲一点就是说价值观并不一定需要人格化，无论是创业也好投资也好都要认清这一点。我们讲</span><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><strong style=" LINE-HEIGHT: 20px "><span style=" LINE-HEIGHT: 20px; BACKGROUND-COLOR: rgb(255,255,255); FONT-FAMILY: inherit; COLOR: rgb(184,0,0); FONT-SIZE: 14px ">一个IP、一个头部内容、一个价值观，它并不一定是需要人格化的，例如军武次位面就是非人格化的，其实罗辑思维背后的逻辑也是非人格化的</span></strong></span><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">。</span></p><p style="" class="p3"><br style=""/></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">其实像张大奕这样的大家觉得她是个网红，但是大家仔细去研究下她的内容，当我第一次开始仔细去研究她的内容的时候，我们真的深切总结出其实在传递一个价值观：就是我负责美丽如花，你负责什么都行。假如我是张大奕我传递的价值观就是我负责美丽如花，你作为观众或者作为身边的人你想怎么想象都行。意思其实就是什么呢？我作为一个貌美如花的人，在你边上让你赏心悦目，就是这样。所以粉丝寄托的是欣赏她的美，或者是想和她一样美，其实这就是一种价值观。其实张大奕她背后隐含的价值观也不是人格化的，它是隐藏了一种人对美的需求。</span></p><p style="" class="p3"><br style=""/></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px ">然后我们再说罗辑思维，罗辑思维的定位是非常准确的，叫解决人民群众渴求知识又懒于学习的矛盾，他就是解决了这么一个问题。所以我接触罗胖这个人（罗振宇）他打动我的就是一句话，他说我做的内容不是来消费用户时间的，是来节省用户时间的，其实就是这句话，这个是他的价值观。</span></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><br style=""/></span></p><p style="" class="p2"><span style=" LINE-HEIGHT: 22px; COLOR: rgb(89,89,89); FONT-SIZE: 14px "><a class="relation-object tag" data-ticket="11c28cb5c7a65e2f64679df69fe2540d" data-type="tag" href="javascript:void(0);">电竞</a>主播是什么？<a class="relation-object tag" data-ticket="11c28cb5c7a65e2f64679df69fe2540d" data-type="tag" href="javascript:void(0);">电竞</a>主播的价值观是你做不到的我能做到，就是在游戏上的那种竞技感，你做不到的我替你做到。所以我们说人格化的IP虽然可能会受青睐，但头部内容并不一定需要是人格化的。</span></p><p style=" LINE-HEIGHT: 25px " class="p1"><br style=""/></p><hr style=" LINE-HEIGHT: 25px; 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