Short-video IP Development & New Media Operations

Build around the partner's own brand or personal identity, combining short-video creation with ongoing account management. For heritage practitioners, cultural brands and organisations with communication needs, translate personal stories, expertise and product value into recognisable, sustainable content.

The original proposal calls this the V.PIP incubation programme. Its MPV approach connects content and operations: audience data informs topics and production, interaction builds relationships, and feedback shapes the next round of content.

01 / IP positioning & account setup: define the account type, audience, content direction and on-screen identity; plan the name, avatar, profile and introduction, and support registration and verification preparation.

02 / Short-video planning & production: develop topics around craft, people and products, then coordinate creative planning, shot scripts, filming and editing within a continuing content schedule.

03 / Account management & distribution: plan publishing rhythms, titles and topics; manage comment interaction, featured content and distribution across relevant channels.

04 / Data monitoring & optimisation: review video, profile, follower and operational data to understand audiences, content performance and trends, informing topics, style and operating decisions.

05 / Content commerce & conversion: align products with the IP and its content, connect storefronts, product presentation and enquiries, and coordinate packaging, orders, customer service and after-sales support. Verification and commerce features depend on platform requirements and the agreed authorisation at project launch.

06 / Team training & handover: train partner teams in planning, filming, editing and operating tools to support ongoing content production and account management.

Launch: define positioning, the featured identity and visual presentation, establish the account and agree a content and operations plan. The original proposal allows 7–15 days.

Incubation: produce and publish content, engage audiences, review results, connect products and enquiries to transaction paths, and train the team. The original proposal allows three months.

Ongoing optimisation: refine topics, production and operations using content performance and audience feedback, coordinating content, commerce and customer service through the remainder of the original annual programme.

These timings describe the original proposal. The project agreement defines the actual duration, content volume, responsibilities and deliverables.

These examples are drawn from the proposal's 2019 activities. They illustrate different ways of organising content around heritage skills and individual practitioners.

Tongguan Kiln · Liu Kunting: content centres on clay sculpture and the practitioner's identity. Shot scripts, filming, editing, titles, topics and comment interaction turn the craft process into short-video stories. The proposal also records data review, platform events and secondary media coverage.

Laodaohe · Wu Ganjun: content connects knife and scissors craftsmanship with product use, audience enquiries and purchasing, illustrating a path from craft communication to commerce.

Tongguan Kiln · Liu Zhiguang: content focuses on underglaze decoration and the practitioner's distinctive work, showing how different personal identities can emerge from the same regional heritage.

Start with the existing account, brand objectives, available material, team and products or services. Agree the work to be shared, the content plan, operating responsibilities and review schedule, then combine positioning, production, operations, data, commerce and training around the account's stage of development.

Summarised from MGC Short-video IP Incubation Programme V1.2.2, pages 7–27. Examples and reference schedules reflect the 2019 proposal. Historical performance figures and platform mechanisms are not presented as current results or commitments.