Sina Technology reported that on the morning of June 13, Zhou Hongyi, founder of 360 Group, released a dialogue video with Zhou Yunjie, Chairman and CEO of Haier Group, on Weibo, discussing the sweet and sour experiences of entrepreneurs in creating IP.
In the video, Zhou Hongyi complained, "Many people think that entrepreneurs creating IP is just about becoming internet celebrities, doing live-streaming sales, and if not selling, then not doing their job. However, think back to the time when there were no short videos or live-streaming; entrepreneurs also had to write books, give lectures everywhere, and participate in discussions on CCTV."
In response, Zhou Yunjie stated, "I have actually considered this for a long time regarding creating IP. Last year, I encouraged Company Executives to embrace the Internet, to engage in dialogue with the new era, and to use new narrative methods to inspire them to create IP. I also proposed the concept of an IP matrix, centered around the brand products of the company."
Zhou Yunjie mentioned that during this process, he was also thinking about what the purpose of creating IP is. Is it merely promoting the company or acting as a traffic consultant? No, because as an entrepreneur, the main responsibility is still to guide the direction of the company, how to design the enterprise's Global Strategy and organizational transformation mechanisms well; this is the more important work. However, figuring out how to combine these two aspects took a long time, and he finally understood a principle.
"Haier has created so many IPs, adding up to over a hundred million fans, but much of this information is scattered. Therefore, I pondered how to connect the enterprise's systematic transformation with IP through personal videos, integrating various elements such as product design, quality improvement, user service, and user experience." Zhou Yunjie expressed, "This matter can connect with IP, aligning with the functions and responsibilities of entrepreneurs, enabling it to better capture firsthand information from the terminal while also combining it with the responsibilities of entrepreneurs and the transformation of the enterprise."
In response, Zhou Hongyi stated, "I completely agree with your view. However, the location for creating IP has changed, the means of expression have changed, but it is still necessary, as you said, to engage in dialogue with the public and communicate with users." (Wen Meng)
