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China’s “Walking IPs”
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China’s “Walking IPs”

Meet Luo Zhenyu, Ma Dong, Wu Xiaobo and Li Xiaolai

Tang Yingxian
TMTPost, 2017
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Editorial Rating

8

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Recommendation

Media expert Tang Yingxian’s article on TMTPost, a tech news website, explains why “pay-for-knowledge” products have become increasingly popular in China. Their success is based on the celebrity of so-called “individual intellectual properties” (individual IPs); these subject matter experts use their strong, personal brands to create cross-industry businesses. Basing her writing on observation and experience rather than statistics, Tang seeks common themes among four people who have sustainable individual IPs. getAbstract recommends her report to media analysts, tech company executives, and aspirational writers and bloggers.

Take-Aways

  • Pay-for-knowledge products are increasingly popular in China.
  • Consumer demand for products that enable self-improvement and provide better access to knowledge is driving this trend.
  • A wide range of products includes question-and-answer platforms and paid subscriptions for expert columns, podcasts and radio shows.

About the Author

Tang Yingxian, a former China Central TV media strategist, directs operations for Tinfinite, a live-stream knowledge-sharing WeChat channel.

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