冰墩墩现象级文创IP爆火破圈：成功之路解析与未来展望

At the beginning of 2022, the phenomenon-level cultural and creative IP image - Bingdun Dun, broke through the circle of mascots and became the top stream cultural and creative product that everyone was crazy about, becoming a super IP. Behind this success is the careful development and successful promotion of the Beijing Winter Olympics Organizing Committee. The warm Bingdun Dun hidden under the ice shell has shown the unlimited potential of the cultural and creative IP industry. However, with the emergence of various new and interesting images and IPs both domestically and abroad, people's attention is constantly changing and consumer demands are also changing, putting competitive pressure on Bingdun Dun and other domestic cultural and creative IP images. Therefore, how to maximize its lifespan and create greater value in the future has become a question that people need to face.

This article reviews the development history of Bingdun Dun's cultural and creative IP image and summarizes the main reasons for its success, including image design and communication strategy. Bingdun Dun's image design has rich cultural connotations, combining traditional elements with innovative aesthetics, and the image is concise and easy to spread widely. In terms of communication, it has utilized a variety of communication channels and conducted extensive publicity and marketing through opinion leaders, social networks, interactive participation, and symbolic consumption. Based on the success of Bingdun Dun, this article proposes that domestic cultural and creative IP images should focus on the connotations of the image and prevent commercial homogenization in future development. At the same time, it is important to learn from successful cultural and creative IP image operation experiences, cross-border development to ensure IP image vitality, and deepen cultural sentiment to create a more comprehensive 'character design'.