For many adults, the IPs that once brought them warmth and inspiration have not faded; they are simply buried deep in their hearts, gathering dust with the passing years. All they need is an opportunity to rediscover them. Tencent Channel has precisely provided this opportunity. At the call of fellow enthusiasts, more and more adults are flocking to Tencent Channel, where they receive a "spiritual quick charge," find fellow enthusiasts and organizations, and ignite a storm of passion in the form of a united front.

Author/Ling Zhoulou

Produced by/Xinzhai Business Review

In the film "Coco," there is a widely resonating concept: a person dies three times. The first is when the heart stops beating, the "biological death." The second is at the funeral, when one dies socially. The third is when the last person who remembers you leaves this world – death is not the end, forgetting is.

The same is true for the lifecycle of IPs. For classic IPs derived from movies, TV shows, anime, and games, being old, having long update cycles, or even being discontinued does not mean the end of their lives. On the contrary, as long as there are fans who continue to "generate power for love," IPs often maintain a lasting state of endurance and open up more dimensions of imagination and possibilities through secondary creation.

This is the case with "Pleasant Goat and Big Big Wolf," which carries the collective childhood memories of countless Chinese people. On Tencent Channel's "Pleasant Goat and Big Big Wolf," you will find that this IP, born in 2005, still possesses astonishing vitality today.

Some people frantically tag the official account, cheering for their favorite characters: "Don't make Pretty Goat's role so small in the next season, she's really great!" Others post on August 17th to wish Warm Sheep a happy birthday, gently remembering the "warm-hearted class monitor" who grew up with them. There are illustrators who hand-draw anthropomorphic images of the goats, and writers who persistently update works featuring the same "sheep"...

Why do these virtual IPs endure and "grow flesh and blood" amidst the love of fans? In the "Daomu Notes" IP channel, among the myriad of plot discussions and fan creations, one post expresses the sentiments of countless IP fans.

"There is no Bronze Gate in Changbai Mountain, no Wu Mountain Residence in West Lake. I know they don't exist in the world, but love and existence are not mutually exclusive."

Indeed, for many adults, the IPs that once brought them warmth and inspiration have not faded; they are simply buried deep in their hearts, gathering dust with the passing years, waiting for an opportunity to be rediscovered. Today, Tencent Channel precisely provides this opportunity. At the call of fellow enthusiasts, more and more adults are flocking to Tencent Channel, where they receive a "spiritual quick charge," find fellow enthusiasts and organizations, and ignite a storm of passion in the form of a united front.

I. An Oasis for Like-minded People

"Space Odyssey" is a Chinese animation released in 2011. In "Space Odyssey," the protagonist Ma Dang, a young boy, embarks on a journey to find the fabled Rainbow Sea, considered a myth by the world, to fulfill a promise made to his father. Along the way, he meets King Gu Dongmengxi, the king of the Yayaruo planet, and Dia, the last astronomer of the solar system. They band together to venture towards the Rainbow Sea. According to the host of the Space Odyssey channel, Lu Boyan, he first saw this animation on CCTV14 during its premiere year.

"I was young at the time and didn't remember too many details, but the image of the boy chasing kites always lingered in my memory. Years later, I rediscovered this animation and relived those emotions. I finally understood why it lingered in my memory. To this day, my love for this animation has never waned."

Since then, Lu Boyan has also tried his hand at fan creations, generating content for the love of the IP: "But as I began creating, I realized that no matter how much content one person produces, it is ultimately limited."

But what if he could mobilize everyone's passion? With this thought in mind, Lu Boyan turned his attention to community building. However, building a thriving community is no easy feat. As an older IP, "Space Odyssey" has had many related community platforms, but these communities are just as old as the IP itself. Due to slow iteration speeds, they gradually declined and could not be managed efficiently and systematically.

Coincidentally, Lu Boyan encountered Tencent Channel, which was then in beta testing. After learning about Tencent Channel's model, Lu Boyan immediately decided to create the "Space Odyssey" channel: "Compared to other platforms, Tencent Channel is a relatively new model with faster iteration speeds and is built on the large platform of QQ. I am very optimistic about its future."

Time has proven Lu Boyan's prediction. Today, the "Space Odyssey" channel has gathered over 180,000 enthusiasts who write fan fiction, support their favorite characters, and more. Notably, Lu Boyan mentioned that many of the original creators of "Space Odyssey" have also joined the "Star Channel," silently supporting the development of this community.

Behind this is the earnest dedication that runs from the original creative team to the enthusiasts. It has been reported that the establishment of the worldview in "Space Odyssey" alone took two months, with six months spent outlining the story, and each character having their own biography. Today, on the Space Odyssey channel, the flame of passion continues to burn brightly.

In this oasis for like-minded people, we not only receive nourishment and growth, but more importantly, we find a sense of belonging. Although each person's journey is unique, we are not alone. Here, we meet people of similar frequencies and together create a community filled with love, understanding, and support. This oasis has become a spiritual home for us, a place where we can always return to regain strength and courage.

Of course, the existence of an oasis is not a castle in the air but must be built upon efficient and modern management tools; otherwise, it may decline due to issues such as outdated updates and ineffective management. For channel hosts, beyond the passion, Tencent Channel provides a customizable and user-friendly organizational management tool that makes community operations more efficient.

As such, Tencent Channel embodies two faces in one. For enthusiasts with sincere hearts, the channel is an oasis where they can discuss their passions freely with like-minded individuals and "steal a leisurely half-day"; for managers, it is a "fertile soil" that sustains heat through efficient management, allowing IPs to grow in endless possibilities and expand continuously.

II. A Fertile Soil for IP Growth

How can one create an enduring IP? For IP operators, Harry Potter may be the best reference.

In June 1997, J.K. Rowling's first book, "Harry Potter and the Philosopher's Stone," was officially published, and the debut of the wizarding world caused a sensation. In 2001, Warner Bros. Pictures brought "Harry Potter and the Philosopher's Stone" to the big screen, further igniting the IP.

Over the past two decades, "Harry Potter" has transcended time and age barriers, gaining a vast and loyal fan base and becoming an indelible cultural memory for Potterheads.

Why has Harry Potter remained popular over the years, and what gives the wizarding world its irresistible appeal? The answer lies in the sense of belonging among Potterheads. As J.K. Rowling said in a documentary, "Everyone hopes to receive a letter delivered by an owl. Regardless of age, everyone deep down yearns to hear someone say, 'You're not the only one who's strange. I will take you to a world that belongs to you.' What an alluring idea."

This encapsulates the key to an enduring IP – ecosystem. Even years after the "Harry Potter" series of novels and films ended, related discussions and topics continue to emerge endlessly. Fans form a strong sense of collective identity through shared experiences and preferences, engaging in extensive UGC creations, keeping the Harry Potter IP "forever young and forever tearful."

Channels like Tencent Channel serve as bastions for Potterheads in China: Some gather to attend magic classes, as if truly immersed in Hogwarts classrooms; others continuously update fan fiction; still others initiate quizzes such as "Do you look forward to the trolley on the Hogwarts Express? What food would you buy?" Many Potterheads answer earnestly, knowing that here, "they are not the only 'strange' ones."

This also inspires many IP operators who are still in the construction phase – to interact and co-create with fans within an ecosystem of passion.

Firstly, on the "front lines of passion," one can directly listen to fans' calls for "more screentime for a certain character" and understand their needs and expectations. At the same time, interactions strengthen emotional connections with fans, making them more willing to pay for IP operator-created content, spread positive word-of-mouth, and increase IP monetization channels such as merchandise promotion, thereby continuously boosting IP popularity and fan loyalty.

Moreover, deep interactions with fans can also provide a safety net for the subsequent development of IPs, ensuring that the overall direction remains on track and the original vision is not lost.

As Citic Securities' research report once pointed out, IP owners should actively participate in the adaptation process. If IPs are commercialized through outright licensing, it is easier for varying adaptation qualities to erode IP value during derivative development. A typical example is Marvel's failed adaptations of "Captain America" and "Fantastic Four" in the 1990s.

While many classic IPs are still limited by time and national boundaries and have not yet had the opportunity to directly "converse" with fans, game developers have taken the lead and received positive feedback. Today, many game developers in the midst of game operations are entering channels to interact frequently with enthusiasts and optimize games in reverse, driving innovation.

III. The Energy Field of Game Developers and Players

Currently, official channels for "Honor of Kings," "Game for Peace," "Genshin Impact," "Black Myth: Wukong," and "Light and Night" have attracted hundreds of thousands to millions of fans. On one hand, players post interactions, share strategies, discuss tactics, and team up for gaming sessions; on the other hand, officials release news, collect feedback, share the latest game optimizations, and answer player questions.

For instance, "Black Myth: Wukong," which recently sparked a "Destined Person" storm, launched an official Tencent Channel that has attracted over 410,000 members. Officials have joined in to "bring benefits to the Destined People," launching activities such as "Share Your First Clear Video and Win Prizes," pushing the atmosphere to a climax.

For hesitant Destined People attracted by the lively atmosphere, the channel's "Buy Now" button redirects them to the WeGame website for direct purchase – embodying the current marketing essence of "don't sell products, sell experiences." For players who were on the fence about purchasing, being immersed in an environment of "all Destined People" invisibly strengthens their willingness to buy.

In the Delta Force gaming community, game officials have maximized the community effect. During testing and pre-orders, officials use the channel's calendar reminder tool to promptly notify players of test launches. Information on application times, processes, and how to obtain test qualifications is clearly displayed on the same interface for easy access.

In the stage of inviting channel users to provide feedback, highly motivated channel players have offered many practical suggestions, streamlining the cumbersome processes of marketing campaigns and survey questionnaires previously conducted by game developers on various social platforms.

Through early test qualification distribution and live events by the planning team, game developers have enhanced communication with players and continuously pushed new game news and generated buzz for the game targeting channel users:

After the game's launch, all benefits, strategies, and team-ups can be arranged within the channel. In addition to accessing the Delta Force channel on QQ, the PC version of "Delta Force" also embeds the channel's web page, allowing players to enter the game community and discuss with others or search for strategies for specific missions without logging into QQ. Currently, the Delta Force game channel has amassed over 4.75 million members.

Similarly, the mobile game Genshin Impact has integrated with channel data: Clicking "Account Binding" on the official Genshin Impact channel allows players to follow the instructions to bind their accounts and view game achievements, Abyss progress, and more on their profile cards. Under the profile display, many solo runners have found Genshin partners, Invisibly enhanced bonds and stickiness 。

This is why developers are willing to join the channel: Within it, developers can manage the entire chain from beta testing, pre-orders, to post-launch operations.

For developers, on one hand, the channel's digital gift system can increase revenue channels; on the other hand, the channel enables developers to reach potential users and activate low-activity users. By leveraging QQ user interest tags, game behavior data, and more, game channels can be precisely pushed to target audiences. At the same time, for small game developers, they can have their own private traffic pool, managing players on the channel without building an independent game community app.

Why do "official organizations" and "spontaneous enthusiasm" coexist harmoniously on Tencent Channel? Perhaps this is attributed to Tencent Channel's dual nature of being both "hot" and "cold."

Marshall McLuhan, a master of communication studies, once analyzed that media forms can be divided into "hot" and "cold." Television, for example, is a hot medium where viewers passively receive information with little need for participation. Books, on the other hand, are a cold medium, leaving much of the experience to be filled in by the reader, leading to higher participation or completion rates among audiences.

Tencent Channel provides a platform for officials to actively voice their opinions and disseminate information while also leaving room for UGC secondary creations. It offers both public opinion sharing and topic discussions through "posts" and direct access to chat rooms and QQ groups for unfettered discussions.

It is the convergence of these various streams that gives rise to a thriving ecosystem. Today, more and more enthusiasts and officials are converging on this oasis, where everything begins with passion, ends with an ecosystem, and ultimately forms a closed loop.