Play the IP industry chain, Nuggets derivatives, Chinese animation and Disney, separated by a galaxy.
Editor’s note: This article is from WeChat public account “Suning Fortune Information” ( ID: SuningWealthInsights), author Fu Yifu.
Which bullets are still flying.
Based on the traditional culture of the big IP, with the subversive re-creation of the character image, superb plot arrangement, sophisticated special effects design and mature movie packaging, “Where the Devil’s Angels Come into the World” became this summer. The biggest surprise in the movie market has not only broken a series of records in succession, but also surpassed “The Return of the Great Saints” in one fell swoop, becoming the most popular domestic animation in the history of Chinese cinema, and even created the “almost zero difference evaluation, the whole people tap water”.
There are countless people who are rushing to the rise of the country, and the box office on the straight line seems to confirm this. However, in my opinion, the situation is not as optimistic as people think – at least, no matter how hot the fire is, it will not reach the height of “Mickey Mouse”.
Worry in the event
From the film level, the success of “Where” is almost impeccable; if you jump out of the film, you will find that a little discord is on the surface.
For example, the voice of the masses:
“Where do I want the same paragraph of the Qiankun circle bracelet and the same paragraph of the same paragraph of the Longjiao card, the official time to get out?”
“Where to buy a doll.”
“Please ask “Where” to have some new ideas around, don’t always have keychains and brooches…”
The problem is clear, and that is the lack of supply in the IP derivatives market.
The so-called IP derivatives refer to a series of consumer products derived from IP in addition to the IP content revenue itself, such as clothing, toys, light industrial products, crafts, paper media, books, comics, music, magazines, and themes. Park and more. And IP content (such as movies, TV series, etc.) and IP derivatives are superimposed together, is the complete IP industry chain. The industry model is the Disney of the United States, we will repeat it later.
With the explosion of the movie “Which”, more and more people feel that they are still in the mood after watching the movie. They also want to get all kinds of IP derivatives, and even contribute with many netizens. Various design ideas. However, the actual situation is that the official peripheral products can be shipped after one month of pre-sale, and there are only a few categories such as T-shirts, badges, pendants, keychains, posters, etc., and the surrounding areas that fans are looking forward to. The product has entered and exited tremendously, which not only failed to meet the market demand, but also frustrated thousands of fans.
At the same time, official IP derivatives have not yet been listed, and various cottage products have begun to rampant. Many viewers who do not know the truth can’t wait to buy the pirated periphery. This is obviously a dilution of the value of the genuine derivative of “Where”. . To this end, the official Weibo of “Where” issued a statement reminding the audience to wait patiently for the arrival of genuine products. The film propaganda party also said that it has sent a special legal team to deal with various acts of piracy infringement. But from the current point of view, the effect does not seem to be significant.
At this moment, the dilemma facing “Where” is not the first time. In recent years, similar situations have occurred. The typical case is the “Catch the Demon” in 2015. The film box office is as high as 2.4 billion yuan. However, due to the lack of awareness of derivatives in the domestic film market, from the cooperation of the factory to the design and development, all the difficulties have been encountered. The official of “Catch the Demon” failed to take the lead in the derivatives market, leading to piracy.
As well as the well-known “The Return of the Great St.”, although its derivatives broke through 10 million yuan in marketing revenue on the first day of the launch, it should not be overlooked that the final income of the “Dasheng Return” genuine derivative is less than 50 million. And its movie box office is nearly 1 billion.
All of the above, all highlight the incompleteness of China’s IP industry chain; and the problem that needs to be solved is the lack of IP derivatives.
The meaning of IP derivatives
Why do you say that the lack of IP derivatives is urgently needed?
Before answering this question, let’s first take a look at a case from Disney:
At the end of 2013, the anime film “Frozen” produced by Disney was in the world, and with the influence of this big IP, the doll doll of the heroine Aisha sold $26 million in sales in the United States. Amount, and the same princess dress worn by the film’s protagonists Anna and Aisha sold a total of 3 million in the United States – note that the princess dress is priced at $149.95 each; in other words, by selling skirts, Disney is It earned nearly $400 million in revenue, which is almost identical to the North American box office of the Frozen movie.
Doll dolls or skirts are just a tiny part of IP derivatives. Digging deeper, after the movie box office, “Frozen” has experienced at least three rounds of income, and most of it is derived from derivatives (see the figure below).
Know that this is just one of Disney’s many IPs. Other well-known Mickey Mouse, which has been in existence since 1928, has lasted for more than 90 years. According to Disney’s official website data, Mickey Mouse-related derivatives license revenue is about $2.5 billion per year.
If you look at Disney’s income structure by zooming in, according to China Merchants Securities’ research report, in the Disney entertainment content-related income, the movie box office only accounts for about 1/4, and the remaining 3/4 of the income comes from almost all kinds. Derivatives.
All the data tells us the truth: A good IP, its derivatives have a much better liquidity than the movie itself, and it has more vitality and lasting impact. The market space is also extremely broad. And this is the value and significance of IP derivatives.
The reason why IP derivatives can make money is that the various IP derivatives carry the mark of excellent content, which can help people to revisit the warmth and touch of the first sight. Why are so many adults crazy for Mickey Mouse and HelloKitty? Just because they are full of childlike, innocent and beautiful memories. Not only that, but the influence of derivatives is often farther away. Even a rural child who has never seen a Disney movie will stop by a little bear Pooh’s stationery.
Someone uses the “dandelion ecology” to compare the IP industry chain. In this ecology, the excellent content is like the sun and rain, the vast consumers are the soil for all commercial growth, and the sun, rain and soil together produce the IP. This dandelion, and the various consumer goods derived from IP, is like the countless seeds of dandelion. It started a new journey with the imprint of IP, and finally landed on the farther and wider soil, bringing it to more consumers. The message and charm of IP also allows IP to be circulated and live.
It’s impossible to reproduce the image!
Along this line of thought, if you only focus on IP content and neglect IP derivatives, the so-called “single wood is not a forest”, even if you grow into a towering tree, you can not draw nutrients from the wider soil. – What’s more, after deducting various production costs and labor costs, the box office revenue of a movie is likely to be not profitable.
The difference between the two and Mickey Mouse is here.
How does Disney’s Nuggets IP derivatives market?
The Nuggets IP derivatives market, Disney is a well-deserved textbook-level paradigm. Using the myriad of classic IP characters that I have developed over the years, Disney has developed product licensing, publishing, retail, and interactive development of film and television.