The "cool protagonist" in the IP world is building his own world.

I often play Egg Party with my friends now. It’s a little strange to say that I downloaded the game because of the linkage between Egg Party and Goober Attack. When I was a child, I liked the cartoon "Guo Bao Special Attack" very much, and even quarreled with my classmates about whether pineapple blowing snow should be with pineapple wei or pear flower poetry. But when I grew up, it gradually faded out of my sight. It was not until it was linked with "Egg Party" that my former love emerged from my heart-almost 100% of the "Guobao Swordsmen" were restored in the game, which was no different from my memory, even those weapons were there.

It’s just a figure in memory

"Shangguan Ziyi" quickly became one of my favorite and most commonly used skins for Egg Party, and the other one was "DongDong Sheep". "DongDong Sheep" is a lovely white, round lamb that bleats from time to time-in fact, I had met it several times before playing "Egg Party". At that time, I didn’t know about it, and I had never heard of the popular brand of "Flying DongDong", but I was still attracted by the cute image of "DongDong Sheep" and the wonderful second creation of the players, such as the funny voice of "I am sheep honey" and the "fall transition dance" of the lamb.

Nowadays, with the popularity of Egg Party, many trendy shops have put these lambs in the most conspicuous place. Of course, more often, lambs in many shops are out of stock. But in any case, as soon as the lamb appears, the passing guests will sigh: "It’s the lamb in the egg!" The original niche brand exploded overnight, and its IP image and commercial value were fully recognized.

No matter for the market or for me personally, "Guo Bao Special Attack" and "Flying DongDong" are undoubtedly very successful linkages. But we all know that "Egg Party" is not limited to doing IP linkage well, but has greater ambition-taking its own path and building an IP world belonging to Egg.

"Linkage once every 10 days on average"

December 15th is the "Egg Festival" of Egg Party, which was specially set up to celebrate 500 million eggs. The whole festival was very lively, and many benefits were distributed. On the opening day of the Egg Festival, the official gave away three kinds of "Pleasant Goat and Big Big Big Wolf" linked skins for free. In addition, the second bullet of "Guo Bao Special Attack" was opened, and Xiaoguo Lu, Li Huashi and Blossomy were invited to visit Egg Island together.

Most players like me are very much looking forward to "Egg Festival"

Prior to this, the linkage frequency of Egg Party was quite high, with an average interval of less than 11 days, and the linkage objects were various-"Altman", "Long Grass Yan Tuanzi", "Defending Radish", Michelle Ice City, "Hundred Ghosts Kindergarten", Netease Cloud Music, "China Qitan", "Goose and Duck Killing", Sanrio Family, and so on.

Some IP is familiar to me. For example, I once indulged in "Goose and Duck Killing" with my friends for a while, but I didn’t expect to be able to play in "Egg Boy" now. During the linkage period, Egg Party not only launched three classic character skins of Goose and Duck Killing, but also launched the game of "finding out the troublemaker".

There are also some IPs that have aroused my long memories-"Defending Radish" is the first tower defense game I really contacted; "Long Grass Yan Tuanzi" once filled my QQ space; And "GG Bond", unfortunately, because of my age, I didn’t really appreciate the style of this animation at that time, but I found some humor in the animation protagonist on Egg Island.

There are also some IP linkages that are quite "live" and can become a topic as long as they appear in front of players. When I saw the familiar, chubby yellow figure in front of Mi Xue Bing Cheng Store, when I opened the game and heard the phrase "You love me, I love you, Mi Xue Bing Cheng is sweet" in the square, I really couldn’t control my hands and couldn’t wait to try.

The linkage of "breaking the secondary wall" is impressive.

Looking at so many linkages, I found the most important secret of IP linkage in Egg Party, that is "fit"-every IP has a positive, warm and childlike core.

In addition to the similarity of the cores, their "fit" is also reflected in the audience. No matter GG Bond, Altman series, Guo Bao Special Attack, Pleasant Goat and Big Big Wolf, they are all classic childhood animation IP. These classic animations used to be small audiences, but now they are the main players of Egg Party.

Another point of "fit" lies in the moldability of appearance. After all, all the linked objects will become "round" images after entering the world view of Egg Party. Obviously, the production team did not blindly pursue the number or popularity of linked IP, but paid attention to the fit of its own image and tried to achieve "original flavor". This kind of linkage, in a sense, will give me an intimate feeling, making me feel that they really crossed from one world to another, rather than simply "changing skins" and hanging a name.

The painting style of DongDong sheep is very compatible with that of Egg Party.

Under the circumstance that "everything can be hatched", the linked universe of Egg Party is growing. In the online consumption scene, Egg Party has almost exerted a global dominance, and "brushed its face" with great potential energy and high frequency. Brands such as Honey Snow Ice City, Fun Duo Duo, Alpine, KFC, etc. have all taken the initiative to establish cross-industry linkage with "Egg Boy", each of which is the top brand of daily consumption scenarios, and has a huge user base, which has injected huge sinking traffic into Egg Boy IP, which in turn has prompted Egg Boy IP to seamlessly connect with various consumption scenarios.

Nowadays, the IP construction of Egg Party has broken through the boundaries inside and outside the game, online and offline. People can see these eggs appearing at the entrance of tea shop, in the doll machine, in the blind box area of theme shop, in the store furnishings of the mall, and in the mobile navigation prompt. This summer, "Egg Party" also had theme linkage with four domestic theme park brands, including Happy Valley and Sunac Water World. People play egg games, listen to egg music, wear clothes with egg image, buy egg dolls and visit egg theme parks ….. "Egg" is gradually becoming a way of life.

The story of "Egg Boy"

After playing "Egg Party", I began to understand the story of "Egg Party". Through the official CG video and the short story, I was surprised to find that there was such a vivid and happy world behind the blind box machine.

In the world view of Egg Party, all the stories happened inside the blind box vending machine. There is a lively and happy egg island behind the blind box machine, where round eggs live. Every time humans throw gold coins into vending machines, it will cause a rift in time and space on Egg Island. Eggs need to work hard to get gold coins symbolizing victory before they can go to the human world.

When you know these background stories, it is inevitable that you will feel more intimate when you see them appear in the loading interface.

Players often see several characters on the loading page, such as Xiao Huang, Xiao Hei, Xiao Fen, Xiao Lan and Xiao Lv. They also live on the island of Dan Zi, with their own unique personalities and lead their own "egg life". It can be said that every character has a very realistic soul, or let the user find his own shadow in it, or make the user resonate with the character story at the same frequency. In addition to the five main characters, the popular characters such as Naughty Maruko, Aberdeen Bear and Heartless Bear also have their own independent story lines, but in the end they will be connected in series at a certain detail, involving the appearances or stories of other characters.

The story characteristics of "a big world has spawned countless small worlds" also make "Egg Boy" IP have almost unlimited tolerance-in the story, players will have emotional resonance with the egg boys; Outside the story, it can accommodate one world view with different IP. As long as you come to Egg Island, you can become friends and become a member of the Egg World.

Many players will discuss the season plot of "Egg Party" on social platforms and be moved by it.

This also makes "Egg Party" not limited to a party game that attracts players with casual gameplay, but has the quality of a truly excellent IP-constantly deriving new game works and accumulating huge fans under its own unique worldview. This power is magical and powerful. If a virtual world becomes an IP that I am familiar with and love, I will no longer be satisfied with being a simple player, but will pay attention to the derivative products, fan creation (even output) of this game, and continue to pay attention to its future, which is the drainage effect brought by IP and the key to the long-term operation of the game.

The development team of "Egg Party" clearly knows this. Since the game was launched, it has been constantly improving and filling the IP content. With the process of linkage with various IPs, the IP of "Egg Party" has become more and more popular. When we mention it, we think of not only the game itself, but also the naive image of Egg and a series of stories derived from Egg Party. With the launch of offline authorization cooperation and IP derivatives, the egg IP has been pushed to another height.

The IP image of "Egg Boy" has penetrated into the hearts of many players.

Looking at the development of Egg IP, I can only think of one word to describe it-"the protagonist of Shuang Wen".

"Shuang Wen" is reflected in "Egg Party", which is loved by everyone, and all the top IP companies have sent cooperation invitations to it. But in essence, the internal reason for this "cool" is that "Egg Party" can fit them perfectly, so as to achieve a win-win effect. By establishing cooperation with Egg IP, these brands have gained a strong blessing and achieved exponential growth in influence. In this situation, "Egg Party" has become the hottest linkage object in the game session.

Another similarity with "Shuang Wen’s protagonist" is that "Egg Party" is ambitious enough-this game wants to build its own IP and create an egg world. From a single party game to complete the transformation of content platform, to dig deep into IP stories and strengthen IP anchor points, and then to link online and offline frequently for dozens of times, the commercial value of the brand is gradually accumulated, thus running through the whole link of IP development and building its own "business kingdom".

The "egg-egg linkage family" is growing.

At the 2022 annual performance conference, Ding Lei, CEO of Netease, said: "In the future, we will invest more in R&D and management, and do a good job in the long-term service of the game (Egg Party). The’ long term’ here is at least 10 years. " If the agreement of "10 years" can really be achieved, then I believe that "Egg Party" can create a classic, popular and enduring national IP as people expect.

At present, with the continuous expansion of the egg IP matrix, we can also predict that in the future, it will have more and more rich linkage forms. What is clear is that "Egg Party" not only subtly builds the trend culture accepted by young people, but also broadens the new extension of "game"-a "virtual amusement park" that can provide healing and joy for all.

A comprehensive distinction between "culture" and "civilization"

Authors: Wang Ruliang, Hou Chuanwen (School of History, Nanjing University, College of Literature, Qingdao University)

Culture and civilization are two important categories in the field of humanities and social sciences, and they are also a pair of terms with similarities, differences and complex relationships. There have always been different views on the connotation and extension of the two and the relationship between them, or different perspectives, or positions first, and no relatively consistent and clear understanding has been formed. The author tries to distinguish it from a comprehensive perspective.

Definition: broad sense and narrow sense

From the perspective of etymology, the original meaning of "culture" is cultivation and farming. Compared with nature, everything created by human processing belongs to culture. Therefore, one of the most extensive definitions of culture is "culture is humanization", which means all human activities and their achievements. Taylor, a British cultural anthropologist, put forward in his book Primitive Culture that "culture or civilization, in its broad ethnological sense, is a complex whole including knowledge, faith, art, morality, law, customs and the abilities and habits acquired by anyone as a member of society". He regards culture and civilization as synonyms and refers to them as the overall achievement of human activities.

Culture in a broad sense can be divided into material, system, custom, spirit and other levels: material culture refers to the results created by manual labor; Institutional culture, including macro-level laws and regulations, administrative system and micro-level rules and regulations; Custom culture refers to customs, traditions and practices that have been established and passed down from generation to generation; Spiritual culture refers to the achievements of human spiritual activities with literature, history, philosophy, ethics, religion and aesthetics as the main connotations. Culture in a narrow sense mainly refers to human spiritual activities and their achievements, which is the fourth level in the above broad understanding. Marxism holds that "a certain culture is the ideological reflection of politics and economy in a certain society", and regards culture as a certain ideological form, that is, it belongs to a narrow understanding.

The word "civilization" originated from the ancient Latin civis and civilis, its original meaning is urban residents, and it is extended to the citizenship of the Romans, which means that it is superior to the living conditions of foreigners at that time, especially barbarians, so "civilization" is relative to "savage" or "primitive". However, the evolution and use of "civilization" in later generations are far more complicated. Fukuzawa Yukichi, a modern Japanese enlightenment thinker, pointed out: "The meaning of civilization can be interpreted in a broad sense and a narrow sense. In a narrow sense, it is simply to increase the material needs of human beings by manpower or to increase the appearance decoration of food, clothing and shelter. If interpreted in a broad sense, it is not only to pursue the enjoyment of food, clothing and shelter, but also to inspire Xiu De and raise mankind to a noble realm. " That is to say, the narrow sense of civilization is limited to the development in the material field, while the broad sense of civilization includes the development in the material field and the progress in the spiritual field. In his understanding, man is a senior life pursuing meaning, and naturally he should not be satisfied with food and clothing for a while; Civilization is dynamic, and awakening, independence and civilization are the only way for a nation to achieve civilization. In the context of China, the word "civilization" is often understood in its broad sense. For example, the Encyclopedia of China (Philosophical Volume) interprets civilization as the sum of material and spiritual achievements of human beings in transforming the world, and the History of Chinese Civilization edited by Yuan Xingpei also decomposes civilization into three aspects in its general introduction: material civilization, political civilization and spiritual civilization.

Relationship: diachronic and synchronic

From the diachronic point of view, "civilization" is the product of the development of culture to a certain stage, and the two have their own priorities. In a broad sense, culture is humanization. Since people came into being, there has been conscious or unconscious cultural creation, but not since people came into being. In this sense, civilization is a concept that represents the evolution of human history, as opposed to the uncivilized and barbaric cultural state. This can also be derived from the western etymology of the two: the root of culture, whose original meaning is farming, originated from the early agricultural production mode of human beings, and the root of civilization, whose original meaning is urban and civil, originated from the urban life that appeared in the later period of human beings.

The discussion on the symbol of civilization mainly focuses on the following aspects: politically, there are large urban settlements, magnificent public buildings, obvious class division of residents and the formation of a country; Economically, there is a developed social division of labor and commodity exchange, a relatively fixed tax system or a regular tribute system; Ideologically, there are relatively unified religious beliefs of the whole nation, including objects of worship and sacrificial ceremonies; In culture and education, there are the use of words and the development of science and technology, and there are some forms of schools. Only a society with the above symbols and characteristics in culture can be considered as a civilized society. In other words, the formation of a civilized society needs the accumulation and breakthrough of culture and special conditions and opportunities; Civilization is the result of human beings’ transformation of nature, society and themselves to a certain extent, and it is an advanced stage of cultural development.

From a synchronic point of view, there are two main types of understanding of the relationship between them at present. In the first category, the two are regarded as synonyms, which are interlinked and cross-cutting, and can be broadly understood as human activities and their achievements, either undifferentiated or biased. The former is like Taylor’s understanding in Primitive Culture, and the latter is like Qian Mu’s point of view, "Generally civilized culture refers to the life of human groups. Civilization is on the outside, which belongs to the material aspect. Cultural bias is a spiritual aspect. " The second category regards civilization as an aggregate that embodies cultural identity and classifies cultures. Huntington, an American scholar, thinks in The Clash of Civilizations and the Reconstruction of World Order that "a civilization is the most extensive cultural entity … civilization is the highest cultural classification of people and the widest range of people’s cultural identity". This view is more representative in international academic circles, such as The Decline of the West by Bingler, Historical Research by Toynbee, and The Rise of the West-The History of Human Community by McNeill. Huntington took religion as the main symbol to define different civilizations, and divided the world after the Cold War into eight civilizations: Christian civilization, Confucian civilization, Islamic civilization, Japanese civilization, Indian civilization, Orthodox civilization, Latin American civilization and African civilization. This is similar to the four major cultural circles in the world: European and American cultural circles with Christian culture as the main body, East Asian cultural circles with Confucianism, Buddhism and Taoism as the main body, South Asian cultural circles with Hinduism and Buddhism as the main body, and West Asian and North African cultural circles with Islamic culture as the main body. Comparatively speaking, "cultural circle" has been replaced by "civilization" in appellation.The number has expanded from four to many, and the same thing is that religion is the dividing standard.

Application: subjective and objective

Culture and civilization are objective academic terms, which do not reflect specific value judgments. However, in the process of practical application, it is often artificially subjective, and the more representative ones are "culture-centered theory" and "civilization superiority theory".

Cultural-centered theory takes "self" culture as the center, and holds that self-culture’s beliefs, values, lifestyles and behavioral norms are superior to "other" culture. It may be generated and used between different cultural groups, different cultural categories and different cultural regions within the same civilization, and it may also be generated and used between different civilizations. The former is like Huaxia centralism in ancient China, and the latter is like Western centralism in modern times. The theoretical point of the latter is that after the Enlightenment, bourgeois revolution and industrial revolution, western culture is more advanced and developed than the East in politics, economy, science and technology, representing historical progress and inevitability.

In view of all kinds of cultural centralism, in the second half of the 20th century, the debate between cultural universalism and cultural relativism arose all over the world. Cultural universalism holds that the truth and value of human beings are universal and absolute, and human cultures have similar goals, unified values and common laws of development, which will surely be unified under the leadership of advanced and advanced cultures. Cultural relativism is the result of reflection on deconstructing cultural universalism and facing multicultural phenomena. It emphasizes that each culture has heterogeneity and independence that other cultures cannot share. Therefore, culture is relative and cannot be compared according to a unified model. The author believes that culture has both universality and relativity. Universality is the commonality of human culture, and relativity is the individuality of various cultures. Only by recognizing the commonness of culture and respecting the individuality of culture can we break away from the stereotype of cultural centralism.

The theory of superiority of civilization is a subjective argument that advocates that one’s own civilization is superior to other civilizations in history or reality. In history, the most representative is the "white superiority theory" based on racial differences. Morgan pointed out in "Ancient Society": "Aryans and Sumerians were the first to break away from the civilized state among all branches of human beings … These two groups were essentially the founders of civilization." Because Aryans and semu are both white, some westerners draw the conclusion that white people created civilization earlier, and then form the theory of white superiority. In fact, the four ancient civilizations in the East were all multi-racial, and the yellow race, black race and white race all participated in the creation of civilizations. In reality, the most representative is the theory of stagnation of eastern civilization, which is another form of the theory of superiority of western civilization. Its main point is that the eastern civilization, which has tended to be patterned and stereotyped in philosophy, literature, education and other fields since modern times, has been in a state of stagnation and needs to be stimulated and saved by the western civilization, which has been constantly reborn and developed sharply. This argument became an excuse for colonialists to invade and expand. For example, Fukuzawa Yukichi once advocated the war of aggression against China as a "war of civilization".

In this regard, in 1853, Marx put forward the scientific conclusion of colonialism’s dual mission in two articles: British rule in India and the future result of British rule in India. "Britain has to complete its dual mission in India: one is to destroy the old Asian society; The other is the mission of reconstruction, that is, to lay a material foundation for a western-style society in Asia. " In other words, the colonialists "acted as an unconscious tool of history" while doing all the bad things. This is the dialectics of history, not the so-called victory of superior civilization.

In a word, culture and civilization need to distinguish between broad and narrow meanings according to specific contexts. The relationship between them can be analyzed from the synchronic and diachronic perspectives. The theory of cultural center and the theory of civilization superiority are the results of the subjective application of these two concepts, which should be clearly understood.

(This article is the phased achievement of the major project "Oriental Cultural History" (11-ZD 082) of the National Social Science Fund)

Source: China Social Sciences Network-China Social Sciences News

Arsenal 0-1 Nottingham Forest sent Manchester City to be crowned champions three times ahead of schedule.

At 0:30 Beijing time on May 21st, in the 37th round of Premier League, Arsenal played Nottingham Forest away. Avonii scored the only goal in the game. In the end, Arsenal lost 0-1 to Nottingham Forest and suffered two consecutive league defeats.

After the battle, Arsenal was 4 points behind Manchester City, the leader. As the gunners had only the last round left, Manchester City had won the Premier League title ahead of schedule, while Arsenal locked in the second place.

In the 20th minute, Odegard made a return error, and the Nottingham Forest midfielder took the ball to fight back. Avonii answered the teammate’s direct plug and broke into the right side of the penalty area. The goalkeeper Ramsdale quickly attacked, Gabriel chased back and grabbed the ball first, but kicked it at the opponent’s feet. Awoniyi took advantage of the situation and scored low. Nottingham Forest led 1-0!

In the second half, Arsenal, whose possession rate exceeded 80%, still couldn’t open the situation. On the contrary, the home team’s attack was more threatening. Arteta, the head coach of Arsenal, dispatched troops to try to make a comeback, but to no avail, he finally lost away.

After the game, Arsenal manager arteta congratulated Manchester City on winning the fifth league title in nearly six seasons, and admitted that he was very sad now. "We need to heal, and now it is too painful and sad. I have to find a way to cheer up the players. "

Editor: Zhou Yang

Editor: Zhou Shangdou

Audit: Feng Fei

Real Madrid is very worried about the findings of the procuratorate, and the emergency meeting will allow the club to appear in court.

[Real Madrid is very worried about the investigation results of the procuratorate, and the emergency meeting will allow the club to appear in court] real madrid cf recently issued a statement, saying that it will hold an emergency general meeting at noon on March 12, local time, regarding the fact that Barcelona Football Club was prosecuted by the local procuratorate in Barcelona for bribing referees for corruption.

According to AS reporter, former Real Madrid press officer Joaquín Maroto confirmed from Real Madrid sources that this general meeting will vote to approve Real Madrid to testify in this case. Real Madrid told AS that "there has been no action before because they are waiting for the judicial department to complete their work. Now that the procuratorate has submitted their appeal, it is time for Real Madrid to appear in court.

Real Madrid announced the announcement just 24 hours after the procuratorate filed an appeal, just when the Spanish Central Procuratorate accepted the prosecution of the Barcelona Procuratorate. Prior to this, Real Madrid had been patiently waiting for the judicial department to complete their work. At present, Real Madrid is very worried about the conclusion reached by the procuratorate on this matter.