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新晋吉祥物“颜团子”幕后团队的故事

2017-08-25 04:41:28   中国青年网

一走进十二栋文化公司,记者立刻感受到一种被萌宠包围的感觉,展示架、会议室、办公桌、沙发等所见之处全是各类动漫形象,其中以“颜团子”的形象最多,它被做成了毛绒玩具、钥匙链、水杯、手提包等。

“颜团子”是十二栋文化公司首个微信发送量破百亿的表情,成为该公司的表情担当。其实团子最开始走的是“妖艳”路线。从肤白貌美五头身,到修修改改后的三头身,再到推翻所有原有设定成为头身比例1:1的小团子,都经历了创作团队反复的论证和实验。

2013年,学设计出身的王彪回国创办十二栋工作室,发现国内互联网动漫形象领域相对空白,王彪决定进入形象化IP产业。随着“颜团子”爆火,2015年十二栋工作室正式公司化运营,持续高频推出爆款表情包。目前,公司除了运营十几款形象IP外,还将这些爆款形象持续包装输出,同时结合热点,不断更新故事化、形象化的内容创作,让表情能够和粉丝保持良性的互动和黏性,同时还与国内一线品牌合作运营这些公司的IP形象。

在移动互联网时代,一个个情绪饱满的小表情,关键时刻胜过千言万语,逐渐成为社交场景里的必备交流工具。有媒体统计,目前国内社交软件上的表情包发送量已经激增至每日60亿次以上。至今,每逢受众用微信发红包,还能看到穿着红色衣服的制冷少女在跪谢红包。

从互联网形象转变为国民IP

对于年轻人来说,能用表情包聊天,绝不会费工夫打字。使用率如此高频的表情包带来了无数创业机会。

“颜团子”爆款IP形象诞生后,王彪并没有止步于此。“单纯做表情包很难形成商业模式,背后需要完整的产业链支撑。”如今,身为十二栋文化公司创始人兼CEO的王彪说,对于公司来说,表情包只是公司运营和推广IP方式中的很小一部分,公司也不能通过表情包直接挣钱,生存难度巨大。

打造商业模式,就要通过打造互联网动漫形象进而开发产业链。“例如‘制冷少女’就是一个贱萌的女汉子,我们据此开发出她的不同动态,各种动态之间形成她的性格逻辑,人物形象立起来了,才开始延伸到表情的领域。”王彪说。

王彪介绍,十二栋文化公司算是国内该领域的第一家创业公司。由于没有任何经验可以借鉴,王彪只好摸着石头过河。授权、商务、市场……此前,他从未接触过这些领域,只好一点一点地组建团队。

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