2022年初现象级文创IP形象——冰墩墩爆火破圈从吉祥物到全民疯抢的顶流文创、社交货币成为超级大IP的路途背后则是东奥组委会的悉心开发和成功传播冰壳下藏着温暖的冰墩墩让我们看到了文创IP产业的不可限量。在短平快的新媒体时代打造冰墩墩这种火爆全球的超级IP属实不易但是面对外来文化的入侵国内的文创IP形象与日本熊本熊、美国漫威英雄对比大多是昙花一现国内外市场竞争激烈行业变化快速随着国内外各种新奇、有趣

In early 2022, the phenomenon-level cultural and creative IP image, Bingdun, broke through and became a top-stream cultural and creative product and social currency that everyone was crazy about, from a mascot. Behind the journey of becoming a super IP lies the careful development and successful dissemination by the Dongao Organizing Committee. The warm Bingdun hidden under the ice shell shows us the unlimited potential of the cultural and creative IP industry. In the fast-paced new media era, it is not easy to create a super IP like Bingdun. However, faced with the invasion of foreign cultures, the image of domestic cultural and creative IP, compared with Japan's Kumamoto bear and Marvel heroes in the United States, is mostly a "flash in the pan". With fierce competition in domestic and foreign markets and rapid changes in the industry, people's attention is constantly changing, and consumers' needs are also changing. This puts pressure on Bingdun and other domestic cultural and creative IP images to compete. Therefore, how to prolong their life as much as possible and let their value shine in the future has become a problem that people need to face.

The author of this article has mainly completed the following work:

1. The particularity behind success: Bingdun was already released in the autumn of 2019, but it was ignored, even mocked by the public at the initial stage. However, it caused a nationwide carnival in early 2022, and the derived products were in short supply. What are the inseparable reasons for the success of the Bingdun cultural and creative IP image and its development and dissemination strategies?

2. The reference value brought by success: Bingdun is the cultural and creative IP image with the highest popularity, most loved, and highest commercial cultural value in recent years. It has great reference value for other domestic cultural and creative IP images. Through the study of the development and dissemination strategies of Bingdun, this article further summarizes the reasons and experiences for its success.

3. The sustainability after success: Compared with excellent IP abroad, the life cycle of domestic cultural and creative IP images is generally short, and the industrial chain is incomplete. This topic will focus on how to prolong their life cycle and give full play to their various values.

Keywords: IP image; Bingdun; development and dissemination.