The top ten most popular IPs in 2022!

Unconsciously, 2023 has been here for a week, but I won’t say whose psychological time is still stuck in 2022. Today, I have listed the top ten popular IPs that swept the Internet in 2022. Let us say goodbye to 2022 from these memories.

Many times, as long as the Lunar New Year has not yet passed, we are always reluctant to admit that another year has passed and we have grown older.

But 2022 has indeed gone by, and it has left behind many things worth remembering and cherishing.

1. Dance IP made popular by the Spring Festival Gala: Only Green

In the 2022 CCTV Spring Festival Gala in the Year of the Tiger, the dance program "Only This Green - Dancing "A Thousand Miles of Rivers and Mountains"" made a stunning appearance, stunning everyone. This dance, inspired by the famous Northern Song Dynasty painting "A Thousand Miles of Rivers and Mountains", outlined a poetic and fantastic landscape with graceful dancing, allowing art to travel through time and space.

Although the CCTV Spring Festival Gala was not the first time that Only Green appeared, with the help of the exposure of the Spring Festival Gala, Only Green really went viral and became popular in the consumer circle, and was favored by major brands. Hisense TV, Nestle, Plant Selection Plant Milk, Great Wall Wine, Zhuyeqing Green Tea, Geely Automobile, Heytea, Hu Jihua, etc., brands from different fields sought cross-border cooperation with Only Green, hoping to draw cultural nutrients from the oriental beauty of this dance IP for their own use and enhance its value connotation.

▲Image source: Heytea official microblog

From Henan TV's "Night Banquet in the Tang Palace" to CCTV's "Only Green", traditional culture has gradually become fertile soil for nurturing popular IPs.

2. The Beijing Winter Olympics mascot IP that has won the hearts of the world: Bing Dwen Dwen

The successful hosting of the Beijing Winter Olympics in early 2022 has made more than one billion Chinese people excited in the winter. Although athletes such as Gu Ailing and Su Yiming have won glory for the country and become famous, I still think that the top IP of the Beijing Winter Olympics must be the mascot Bing Dwen Dwen.

▲Image source: Internet

In the consumer age where cuteness is justice, the super cute Bing Dwen Dwen has triggered a nationwide buying frenzy. The peripheral products of the Olympic official flagship store were sold out as soon as they were launched, and some people queued for 17 hours in the cold wind at offline retail stores. Even on Japan's second-hand resale websites, Bing Dwen Dwen was sold for 30,000 yen each, equivalent to more than 1,600 yuan.

Everyone is calling for "one stair per household", but it is still "hard to get one". However, when the Beijing Winter Olympics ended, Bing Dwen Dwen gradually became a past celebrity.

With the arrival of the Lunar New Year of the Rabbit, the official has launched the "Bing Dwen Dun Rabbit Year Special Edition" peripheral products. However, with a new skin, "Bing Dwen Dun" can no longer return to its peak popularity in early 2022.

▲Image source: China News Sports Weibo

3. The Internet celebrity IP leading the national fitness exercise: Liu Genghong

"The fat on my waist is falling off, I want the mermaid line and vest line." In April 2022, Jay Chou's good brother Liu Genghong became popular on the Internet with a shuttlecock exercise based on "Compendium of Materia Medica", and became a companion for many people during home isolation.

▲Image source: Liu Genghong's Weibo

Relying on the concept of happy fitness, Liu Genghong and his wife Wang Wanfei showed their love in the live broadcast room while encouraging boys and girls to "change their lives through fitness", which undoubtedly hit people's anxiety about health and their spiritual pursuit of happiness in the post-epidemic era. With more than 5 million fans in one month and more than 70 million fans in two months, Liu Genghong became the anchor with the fastest fan growth in the entire network in the first half of 2022.

Nowadays, the number of people doing aerobics in Liu Genghong's live broadcast room has dropped significantly, but Liu Genghong and his wife have already maximized the value of their personal IP through brand endorsements, live streaming, participating in variety shows, creating personal brands, and building the Genglian Group.

4. TV series IP with both artistic and commercial value: Dream of the Red Chamber

On June 2, 2022, the TV series "Dream of Hualu" premiered on Tencent Video and quickly became a popular hit. The collaboration between Liu Yifei and Chen Xiao, two top costume actors, made this TV series particularly "pleasing to the eye". Especially Liu Yifei, this is the first TV series broadcast after the "Fairy Sister" became an adult. Her appearance is still very good, and every frown and smile is radiant.

After the hit of "Dream of Hualu", it also became a brand harvester, and has cross-border cooperation with more than ten brand IPs, including Shisanyu, Meitu XiuXiu, iFLYTEK Input Method, Jiuling Shenyu Mobile Game, and Fantasy Zhu Xian. In particular, Heytea and Nayuki Tea, as competitors, have launched joint drinks with "Dream of Hualu", which shows how popular it is.

▲Image source: Nayuki’s Tea official Weibo

On December 29, 2022, "Dream of Hualu" was also included in the collection of the China National Library of Editions as the only costume drama. This also shows that "Dream of Hualu" is a hit TV IP with both artistic and commercial value.

5. The anchor IP that saved New Oriental from desperate situation: Dong Yuhui

The e-commerce live streaming circle in 2022 can be said to be full of changes and talents. On June 3, with the sudden "disappearance" of the top anchor Li Jiaqi, it undoubtedly gave other anchors the opportunity to rise, and the one who seized this opportunity was Dong Yuhui and the Oriental Selection behind him.

As an important base for New Oriental to shift from the education and training industry to the e-commerce live streaming field, Oriental Selection had been unknown for 6 months until Dong Yuhui, who looked like a Terracotta Warrior, became popular on Douyin with his bilingual live streaming.

With a marker pen and a whiteboard, Dong Yuhui can speak English while promoting products, and can also pour out a life philosophy at any time. The cultured live broadcast room and the talented anchor are refreshing and have become a breath of fresh air in the impetuous live broadcast room.

▲Image source: Dongfang Zhenxuan Douyin live broadcast room

This differentiated positioning has enabled Oriental Selection to gain over 10 million followers in 7 days, with sales continuing to climb. It has remained at the top of Douyin's sales list for several consecutive months, and its popularity has remained high.

6. KFC peripheral IP that triggered a rush to buy on Children's Day: Psyduck Music Box

It is said that McDonald's is a toy company that was delayed by fast food, but the toys that became popular on the entire Internet in 2022 came from KFC's children's meals.

In order to build momentum for Children's Day, KFC and Pokémon launched free toys including Pikachu and Psyduck, but no one was interested in the cute Pikachu, while the silly and socially dancing Psyduck music box became the top seller. From a 69 yuan set meal gift to being sold for 3,000 yuan each, the value of Psyduck has skyrocketed.

▲Image source: KFC official microblog

The popularity of the Psyduck music box lies in its simple movements, which are very suitable for secondary creation. With only two pieces of paper, people can express different emotions through the swaying Psyduck, which has become the traffic code for Psyduck to penetrate different circles.

7. Game IPs with a clearance rate of less than 0.1% but are still very popular:

In 2022, the most incredible thing that became popular was the game IP "羊了羊".

In terms of gameplay, Sheep is no different from classic games such as Tetris and Happy Candy Crush; in terms of routines, the difficulty increases linearly from the kindergarten level of the first level to the graduate level of the second level, forcing people to obtain props by sharing the game and watching ads to increase the possibility of passing the level. However, even after watching countless ads, the overlapping patterns still make it impossible to pass the level.

▲Image source: Yanglegeyang game interface

The amazing thing about Sheep is that even if the trick of "tricking people into watching ads" is exposed, players are still addicted and determined to fight to the end in the second level.

Just when everyone was addicted to playing Yanglegeyang, the alma mater of the founder of Yanglegeyang made a large billboard for him and exhibited it at the school. The production company distributed the 1 billion yuan earned as dividends. As a game IP that can bring fame and fortune to people, Yanglegeyang is indeed a success.

8. The IP that drives traffic to the live streaming room amid controversy: Coconut Tree Live Streaming Girl

In 2022, the earthy and dirty Coco Tree brand coconut juice still dominates the topic list, but the way it breaks out of the circle has become different. During the National Day, through the brand's live broadcast debut, the Coco Tree Group not only became a hot search, but also made the female anchors who danced and sold goods in the live broadcast room popular.

▲Image source: Coconut Tree Group’s Douyin live broadcast room

Although the girls on the Coco Tree live broadcast were wrapped tightly, their plump figures were still accused of being pornographic, and the live broadcast room was once reported and banned.

Some brands saw the secret of traffic from it. One month later, the four coconut girls appeared again in a special live broadcast of Huolala. They were still dancing, but they were wearing thick down jackets.

This time, no one had any reason to report their live broadcast as "vulgar", and Huolala took advantage of the opportunity to gain a lot of attention.

▲Source: China News Service

9. Metaverse IP that breaks through with contrast: Shandong Lanxiang x QQ Speed

In 2022, the concept of the Metaverse continues to be popular, and the layout of brands in the field of the Metaverse has gradually become the norm. The Metaverse IP that really left a deep impression on people, I think, was the live-action racing advertisement jointly launched by Shandong Lanxiang and QQ Speed.

▲Image source: Shandong Lanxiang Technician College official microblog

On the one hand, Lanxiang Technical School, known as "If you want the best excavator technology, go to Lanxiang in Shandong, China", and QQ Speed, the youth memory of a generation, are both old IPs that are popular topics. The cross-border linkage of these two brands itself has the potential to sweep the screen; on the other hand, Shandong Lanxiang, which has always been known for its local flavor in advertising, has entered the futuristic world of the "metaverse", and the contrast has given the public more room for imagination.

In short, in Metaverse marketing, if a brand wants to stand out, it can either break the boundaries of time and space with technology to give young consumers a more interesting experience, or it can win with topics and harvest traffic with conflicts. Shandong Lanxiang and QQ Speed's joint entry into the Metaverse is a win-win situation of the latter.

10. The sports IP that attracted attention in "Ragnarok": Qatar World Cup

Unlike the Beijing Winter Olympics at the beginning of the year, which saw the emergence of many new players, people paid more attention to the older generation of stars in another international sports feast at the end of the year, the Qatar World Cup. The Qatar World Cup, known as the "Twilight of the Gods", seemed extremely tragic, but brand marketing had more highlights.

Before the Qatar World Cup opened, the wealthy LV invited two famous football stars, Messi and Ronaldo, to shoot an advertisement together. The two football stars playing chess seemed calm and composed, full of the demeanor of a great general, just as the copywriting of LV said, "Victory is a State of Mind." Many netizens said that the World Cup has not started yet, but LV has already won the championship.

The same dramatic scene occurred in the finals, where not only the French team and the Argentine team competed for the World Cup, but also Mbappe and Messi competed head-on. Mengniu, which signed both stars as brand ambassadors, launched a Versailles slogan: "Who do you love more, Messi or Mbappe?" Mengniu's arch-rival Yili, which signed an Argentine team, shouted across the air: "No matter who you love, Yili only loves Argentina," which was full of gunpowder.

▲Image source: Mengniu/Yili official microblog

Of course, in the end, when Messi led Argentina to win the championship, Mengniu and Yili were both winners.

Conclusion

From entertainment, film and television, to games, live broadcasts, and then to international events and cross-border cooperation with brands, these popular IPs in 2022 present a situation of flourishing. The popularity of IPs can be based on major events and big brands, or ordinary people can break out of the circle with the right time, place, and people.

This is due to the iterative upgrades of Internet technology, which has made the entire Internet ecosystem increasingly richer and the ways in which IPs are created increasingly diverse.

What IPs will become popular in 2023? The upcoming Spring Festival Gala in the Year of the Rabbit may give the first answer.

Author: Su Ziqiu

Source: WeChat public account "Internet Brand Official (ID: szwanba)"