There is an urgent need for more large-scale enterprises that gather many IPs in the track.
Editor’s note: This article is from WeChat public account “Ireland” (ID: iresearch21 cn)< /a>, author Dud.
When I saw these price lists 9999 on the free fish, I only showed that I didn’t sell the LEGO transaction posts, I realized that I want to make a toy, and it’s not just money.
Image from: iResearch
The trading platform of leisure fish, poisonous app, etc. has the trend of contemporary young people’s trend. This group of people dressed in school uniforms in high school, I mentioned AJ in the mall, and I used my school uniform pants on everyone’s website. The classic match of the sneakers, they went to the university to buy shoes and lined up at the door of the store, and they fought with the ox and the Weitian micro-business. Now they have picked up the magnifying glass to study the true and false of the hand, even the founding factory of which country. produced.
When I was young, I watched anime and grew up.
The fish ponds of various toy brands were opened, and it was discovered that most of them were not selling second-hand toys, which is a trading market for collectibles.
Toys are not only used to play, but the 100 billion big market behind it has gradually spawned more models and more rules.
The more you collect, the happier you are, the more you pay for it
In July, “Dear Devotion”, the Lego Castle, where his boyfriend is in the bedroom, has attracted a lot of attention from the audience and has also made many Lego fans. Very envious. This Lego is currently priced at around 3,000 yuan on a certain treasure (not including the base and other accessories). 
After 90, Xiaohan also has a similar Lego collection, which is the Lego 71043 Hogwarts Castle, the most expensive Lego toy he currently has.
From the 18-year double eleven into the pit, the cost of Xiao Hanhua on Lego and other toys is about <100,000 yuan. 
Little Korean collection of toy pictures
Little Han said to iResearch, about whatThe Lego toy can preserve the value, one is the current hot money, such as the Disney Castle mentioned above, because the price of the TV series will definitely increase, the other is brand cooperation, the toy naturally depends on its own value, the person who likes it. More natural space is bigger.
After 90, buying toys is more important than the IP behind them and the value of them. Xiaohan has sold some products on the Internet platform while collecting toys. He said to iResearch.com :
The current popular IP products have a tendency to follow suit. Whether it is following the trend of buying or selling, the risk of follow-up is very big. At that time, the price may be high, but after everyone calms down, it is not so high. It is.
Of course, in addition to being able to maintain value, most of the 90s are more concerned about the satisfaction of collecting toys, and there is a story behind each toy. No one, any rules can define which toy price is appropriate, As long as the owner of the toy feels satisfied, this is enough.
Their hobbies also made the majority of the only children 90 years later widening their own social circle.
Little Han also met a lot of friends in the circle on the way to collect toys. He said to Erui.com that his most tortuous toy experience is to exchange dolls with other friends in the field.
Like sneakers and clothes, fashion toys also have their own circle. With the development of the industry, this circle has grown stronger. Especially after the 90s, the willingness to spread their hobbies is very strong. After purchasing the products, they will shop on the big platform. share it. 
According to iResearch’s “2018 Student Consumption Insight Report”, 28.4% of college students will spread the trend of products that I like to buy to people around me.
Ask with the current trend of toy circle entry, there is no fixed threshold. Xiaohan replied: “Everyone bought it because they liked it, so there is no fixed threshold. It can only be said that there is a difference between ordinary players and collectors. It’s an economic contribution, and the other is that real collectors may know more about its value.”
More and more people are entering the trend toy circle, paying for their hobby of “burning money”, “pain and happiness”!
The player himselfBlue Ocean
Not long ago, the movie “Where the Devil’s Angels Comes into the World” was not only successful at the box office, but also the IP image behind it.
Two weeks after the film was released, there were merchants launching a series of peripherals, including cotton dolls, keychains, badges, etc., which had exceeded 690,000 sales in less than one day.
In fact, in the current IP tide play market, many star-chasing girls and movie fans have begun to make their own love for the love beans or a character. Toys such as cotton dolls or badges have formed a peripheral industrial chain in their world.
The cotton doll is a cotton doll customized according to the image of the love bean. The basic size is about 20cm.
In the case of cotton dolls, the current cotton dolls that love beans are basically the same path from birth to delivery.
Fans contact the final drafter (also as a fan’s own production) → send a microblog to conduct a quantity survey → invite buyers into the group → take a draft to find a manufacturer proof → pricing, open a gold link → order, manufacturer Large goods → received the big goods opening and closing section link → delivery. 
According to the iResearch, the current cotton doll manufacturers are basically 100 dolls, the proofing fee ranges from 500-800 yuan, and the cost of dolls for large goods is 30 yuan. about.
The current rice-made cotton doll price is basically around 40 yuan in the basic 50-100 yuan, one because the quantity is enough to put into production, fans after seeing the favorite doll because of the number It is not enough to have a number of people in the QQ group to make a mutual declaration, and the number of groups to be announced can also be discounted at the seller. 
Cotton Doll Exchange Group
Metal Badge Exchange Group
If you follow the cost of a doll for 30 bucks, then a batch of 100 rice-making dolls will basically have a profit of 5,000 bucks (roughly calculated, conservative estimate).
Of course, except for the doll itself, the price of the clothes on the doll is different. The industrial chain of the baby clothes is basically the same as the cotton doll, but the baby clothes are subject to the complexity of the style, so it seems that if the whole set (usually includes one If the doll and a set of clothes are purchased, the profit will increase.
At present, according to Xiao Ai, there are more than 500 people in the number of doll exchange groups. Popular IP or Aidou’s “beautiful” dolls can basically sell more than 300+ sales, and basically new dolls will be born in the circle of fixed love beans every day. 
(The cotton doll trading post on Weibo)
Some popular and no longer two cotton dolls can change hands on the idle fish and even shoot A high price of more than 500 yuan. 
The baby clothes collection blogger on Weibo
As a part of the IP derivatives industry, the rice-producing industry is currently gaining momentum. Carefully observe the head of China’s IP derivatives industryThe animation works of the ministry are generally surrounded by production companies or associated IP derivatives companies.
The number of derivatives companies that can bring together multiple IPs is still relatively small, especially in the peripheral production of Aidou, which is still basically in its infancy, whether it is online or offline. 
Korean cotton doll shop in Korea’s grand street
Ai Rui Consulting’s “China Animation Research Report” shows that the profitability of derivatives development is at the highest position.
Conclusion
In combination with the above two situations, we can see that both the current toy and the secondary derivative industry have great potential to be tapped. 
According to iResearch’s “After the 2018 95”, the proportion of purchases of hand-held models in China’s secondary consumption projects in 2015 has reached 37%.
According to the data, the number of “secondary” core users including trend toys has increased from 49.84 million in 2014 to 80 million.
At present, the market size of its related products has exceeded 100 billion yuan, and it is expected that this number will rapidly multiply in the future.
At present, although there are several fast-developing head businesses in China (such as Bubble Mart, 52TOYS, etc.), their production capacity alone cannot meet the needs of new players or fans for new popular IP toys. .
At present, there are many domestic studios or individual third-party companies, and their product premiums and speculations are very high. Although there is demand, there is a market, but this model does not.Conducive to the healthy development of the industry. 
(The third-party version of Iron Man on the fish priced at 7000)
There is an urgent need for more large-scale enterprises that integrate many IPs into the track.
(The interview is a pseudonym)