Xuanji Technology Animation IP Operation Research

Over the past few years,the animation industry has developed rapidly,gradually occupying a higher position in the development of the cultural industry,and the value of secondary culture has become increasingly prominent.With the refinement of the Chinese people's consumption concept and structure,the policy to safeguard intellectual copyright and the influx of a large number of cross-industry enterprises' capital,the concepts of "IP" and "new cultural creation" have gradually become familiar,with the focus on IP construction and industrial chain operation as the main means.In 2020,people had to study and work at home because of the epidemic,and more free time at their disposal has boosted the development of the online video industry,including the animation industry.The huge development opportunity has led to the "cloud transformation" of the animation industry,and the animation industry under the epidemic is gradually taking on a new life and further expanding its scale.As a "survivor of the industry",Xuanji Technology has been producing many hit works over the past few years,and its successful animation IP operation model can be a model for the Chinese animation industry to follow.This paper first analyses the operating environment of Xuanji's animation IP in the current era,then analyses its animation IP operation mode from three perspectives: animation IP generation mode,animation IP development mode and animation IP marketing mode,and then makes a certain analysis of the effect of Xuanji's series of operation methods.Finally,it discusses the shortcomings and suggestions for optimisation in the IP operation process of Xuanji Technology and predicts its future development trend.