Is It Useful For Shopping Centers To Do Their Own IP? "National University One Hour" 59 Issue Gives The Answer

On the fifth floor of Hangzhou Guoda city square, more than 100 people "sit on the ground" to listen to Mr. Chen Haixian share the love and resentment in family relations. This kind of "Wei Jin romantic" method has been in the National University for two years, which is also the second time that Mr. Chen Haixian returns to visit "National University for one hour".

From 2019 to now, "National University hour" has spent one hour every Saturday / day inviting urban elites from all walks of life to discuss "ideal trek, practical efforts and life interest", and also brings a variety of customers to explore "modern people's interest doctrine".

With 59 issues of "National University one hour", the "National University of China" and other self owned IP camps have gradually expanded. The National University will build its own growing IP. Culture, commerce and its own positioning are closely combined. Such unique "ecological structure" makes the National University the most unique existence in the commercial body.

　　 59 issues in 2 years to build urban cultural living room

From the initial lack of people to the present, the National University has changed the way of life and thinking of young people in the city, and made the university the most unique existence in Hangzhou shopping malls.

"The real point is that the city's lifestyle and ideas are worth sharing, not elitism, where guests are as important as the audience."

In April 2019, the best-selling author and Ph.D. of psychology shared the book "how to be a great man" to open the "National University hour".

Since then, the National Congress has attracted a large number of elites, including Li Ling, Queen of department stores, Wang Pei, screenwriter, GUI Ying, Professor of campus drama, Wen Zhong, Ph.D., Xi tingjun, curator of Henglu Art Museum, Xu Zhongmin, an old photo collector, Yang Junchao and Huang Xiaomin, president and Secretary of Hangzhou olive tree School Affiliated to Beijing Foreign Studies University, and deputy party secretary of Jinxiu Yucai Education Group Ding hangying, also vice president and primary school president, and Zhang Yueran, a writer, shared in the "National University one hour" program, covering fields ranging from literature and art to sculpture movement to social change and food psychology.

Wu Xiaoli, director of the China Tea Museum, once said: "the square of the grand city is like a river flowing urban culture and releasing your and my feelings."

2020 is a very unusual year in the great era. Relying on the "National University hour" column, the National University cares about and intervenes in Hangzhou's society and life. The guests see themselves, others and the world. Their concrete, fresh and constructive opinions and actions are constantly gathering, which is exciting.

Guests from various fields share and interact, explore urban lifestyle, provide solutions for the city, and build urban cultural living room in National University of China, and become a city stronghold.

What's more valuable is that the National Congress of the people's Republic of China has put this interest into a volume and published a Book Hangzhou Yiqu for two consecutive years, bringing healing to more customers.

　　 Be nice to your own people. The input-output ratio of self owned IP is high

With the development strategy of "user oriented, goal oriented, data evaluation" as its development strategy, 2021 launched a customer satisfaction survey. The results show that 38% of the customers come to the University due to their own IP such as "National University one hour".

According to the data from the National University of China, the number of participants in the "National University hour" has already exceeded 10000, and the cumulative flow of "National University rat" has reached one million, which is followed by the growth of passenger flow and sales volume.

Compared with we media and external media, the input-output ratio of National University's own columns is the largest.

This is due to the long-term principle of the National University of China, which has carried out annual theme planning for three consecutive years, and its own IP has gradually formed its own context, and its influence is growing.

At the beginning of 2020, the National University of China (CUHK) seized the opportunity of live broadcasting to be its own and systematic. It launched the original IP "rat of National University" and successively created three columns: "men and women in food and drink", "art of life" and "sparkling new clothes", which opened up new ideas for live broadcast in shopping malls.

On the new year's day, 24-hour live broadcast was carried out, with more than 10W of viewers, rising to the top of the platform hour list, setting a record high. Jin Xiaoxia, the founder of Qixia art villa, shenpo, a gourmet writer, and Shanshan, a Hangzhou host, also joined the "National University hour" to share their own IP links, bringing online traffic.

"National Street Photo" records the diverse and vivid beauty. This year, we will join hands with Fu Yongjun, who won two lotus prizes, to create a "Hangzhou portrait Museum"; and "national university climbing Parkour" will be launched again in April this year during the "exercise cure" period.

With the influx of new powder, the "self owned business" of the university has become a bright spot in the development of the University.

　　 The National University of China is a rare commercial entity that combines culture, commerce and its own positioning

The National University of China is a rare commercial entity that combines culture and commerce with its own positioning, and has produced a wide range of social effects, providing new possibilities for the whole industry.

The National University's own columns are concerned about flowers and plants, stray cats and dogs, education and health care and other industries, taking the city as its own responsibility.

In 2020, the National University of China has received several national expert groups led by authoritative experts and won awards in the project "public cultural services for Hangzhou youth groups", which has become the most unique cultural landmark in Hangzhou Wulin business district.

The National University of China will continue to build its own columns and contents for a long time. Meanwhile, the 2021 theme plan "cure" has been opened. The National University plans and implements the activity-based solutions for the business forms and life propositions of the National University. It will deeply empathize with the city and form a strategy. It will combine the virtual reality of online and offline, "National University hour" and other private columns in parallel to create the "healing planet of National University".

In April, "sports cure" interacts deeply with the food in the venue, and shares the frequency with city customers in the name of sports.