The first and second seasons of the “Three Squirrels” have an investment of 15 million yuan each. The newly released animated film “Three Squirrel Squirrel Town 2” has a production cost of 10 million yuan, totaling 26 episodes, each episode lasting 13 minutes.

Editor’s note: This article is from WeChat public account “Sanwen Entertainment” (ID:hi3wyu), the author of three entertainment.

On August 13, three squirrels (300783.SZ) signed a “Cartoon Entrusted Production and Distribution Agreement” with Squirrel Entertainment, and commissioned Squirrel Entertainment to produce and distribute three squirrel series of cartoons. “Three Squirrels of Squirrel Town 2 》(The title is tentative).

The cartoon has a total of 26 episodes, each episode is 13 minutes long and the production cost is 10 million yuan.

In other words, the production fee per minute is 29,600 yuan.

This is a relatively high production expense in low-young animation. (Review: “10,000 yuan 1 minute animation foundrythree squirrels to do new animation, 26 sets total 10 million yuan

In June this year, three squirrels were listed on the Shenzhen Stock Exchange.

The main business of the three squirrels is snacks. Like other snack food manufacturers, they sell nuts, dried fruits, dried fruit, and flower tea to customers through e-commerce and offline experience stores such as Tmall and Jingdong.

Three squirrels have to do new animations, 26 episodes total 10 million yuan

The three squirrel prospectuses also say that it is not the same as other zero food cards:

It adheres to the IP-based and personalized brand strategy. Based on the “three squirrels” animation image that is highly compatible with nuts and snacks, it has greatly enriched the brand connotation and improved the branding by means of animation, picture book and surrounding. Brand awareness.

It expands the simple product sales relationship into a consumer culture through a vivid cartoon image with rich personality charm, making the core brand “three squirrels” and three squirrels “squirrel cool” and “squirrel” Xiaomei” and “Squirrel Xiaoyan” enjoy a high reputation among the consumer groups and achieve a strong brand appeal.

Three squirrels have to do new animations, 26 episodes total 10 million yuan

On January 11, 2016, three squirrels signed an agreement with Quanzhou Kungfu Animation Design Co., Ltd., and entrusted the latter to produce “Three Squirrels” cartoons, a total of 52 episodes, 676 minutes, total contract price of 15 million yuan .

On December 4, 2017 and March 19, 2018, three squirrels signed an agreement with Squirrel Entertainment to commission and distribute the second season of “Three Squirrels”, a total of 52 episodes, 676 minutes. The total contract price is 15 million yuan.

On the road of animation IP, three squirrels have a good taste. The prospectus disclosed that in 2018, it co-invested with the two points of the same investment in Fengrui Capital to produce the animation “Lonely Northwest Export 1/3” (tentative name). The total investment of the project is 32 million yuan, and the three squirrels invest 16 million yuan in gambling-style cash, each of which accounts for 50% of the investment quota.

And for the production of “Three Squirrel Squirrel Town 2”, the relevant person in charge of the company also said that this is a concrete manifestation of adhering to the IP and personalized brand strategy.

The three squirrels who adhered to this route achieved operating income of 4.423 billion, 5.554 billion, and 7.01 billion yuan in 2016-2018, and net profit of 236 million, 302 million, and 304 million yuan respectively.

Three squirrels have to do new animations, 26 sets total 10 million yuan

After listing, itsThe stock price has also doubled. From the issue price of 14.68 yuan / share, the highest rose to 54.85 yuan / share.

As of August 13th, the stock price of the three squirrels closed at 42.41 yuan per share, and the market value reached 17 billion yuan.

Three squirrels to do new animation, 26 sets total 10 million yuan

Sports and animation marketing for three squirrels

According to the prospectus, the development of the three squirrels is inseparable from the new idea of ​​“culture + consumption” and grasps the trend of consumption upgrading.

Three squirrels have to do new animations, 26 episodes total 10 million yuan

The consumer base of the three squirrels, from the founder Zhang Yuyuan, he has served as regional manager, deputy general manager, marketing director, general manager and director of Anhui Jenshi Food Co., Ltd. from 2003 to 2011. He founded three in 2012. The squirrel’s former squirrel is limited.

Jan’s Food is currently one of the direct suppliers of three squirrels, supplying open pine nuts, pecan kernels, and hand-peeled pecan products.

The marketing side of the three squirrels evolved in one trial and another. E-commerce advertising, film and television drama, animation IP build… It has all tried.

The sales expenses of the three squirrels are large, including transportation fees, promotion fees, platform service fees, employee compensation, and packaging fees.

Three squirrels have to do new animations, 26 episodes total 10 million yuan

Among them, in 2016-2018, the service fees for the three squirrels used to purchase traffic for Taobao customers were 136,367,600 yuan, 14,977,870 yuan and 248,831,100 yuan respectively, accounting for 3.08% of operating income. , 2.70% and 3.55%.

The promotion fees of the three squirrels mainly come into two categories, one is the promotion on the platform, such as the exhibition of Tmall Mall., through trains and other stations to promote; the other is the various types of mass media and emerging media are advertising, such as film and television drama implants, endorsements, video site patch ads.

Three squirrels have to do new animations, 26 episodes total 10 million yuan

Three squirrels have to do new animations, 26 episodes total 10 million yuan

Three squirrels have to do new animations, 26 episodes total 10 million yuan

Three squirrels have to do new animations, 26 episodes total 10 million yuan

If properly implanted, and bet on the flow of money, the role of real-life film or variety detonation brand may exceed other marketing forms.

In 2015, the marketing hero who made the three squirrels develop rapidly, in addition to the animation, is the implant in the TV series “Slightly Smile”.

In 2018, three squirrels have prepaid the advertising cost of 1,262,600 yuan for lemon film and television.

Three squirrels have to do new animations, 26 episodes total 10 million yuan

However, the risk and scalability of live-action movies is a key issue for consumer goods companies.

Three squirrels also opened a film and television company, and the subsidiary Squirrel Film and Television was established on June 22, 2017 with a registered capital of 50 million yuan, October 2017.On the 31st, the book value of its net assets was -18,698.68 yuan, which was transferred to Liaoyuan Investment, and then completed on January 4, 2018.

Anime content may be more suitable for three squirrel IPs derived from snacks. The three squirrel companies can not only use animation content to promote goods, but also license IP to play games, derivative and offline stores and even parks.

Three squirrels have to do new animations, 26 episodes total 10 million yuan

Get the “Squirrel IP Image” (including squirrel Xiaomei, squirrel squirrel, squirrel squirrel and its various forms of combination) authorized related party squirrel entertainment, it is necessary to follow the previous one before April 30 every year. The annual sales revenue of 0.15% will be paid to the licensor (that is, the three squirrel companies), and the squirrel entertainment will reserve 100 square meters for the “three squirrel food stores.”

However, for the snack food company, the most important thing is the food product itself, not the marketing. The animation can only create a brand.

With the increase in sales and product lines of the three squirrels, some food safety problems have appeared in the past two years, causing certain damage to the brand.

The three squirrels described their competitive advantage in the prospectus, and more about their ability to provide consumers with healthy and quality snack foods through Internet channels, including research and development, procurement of heavy vertical snack foods. Testing, packaging and Internet-centric operations are complemented by brand image and brand culture, diversified product mix, fast and efficient online sales model, service experience and information systems throughout the industry chain.

Anime and Food

To promote consumer goods with anime content, the three squirrels are not the first one and will not be the last one.

The animation is used as an advertisement for the industry. Japan’s Bandai has bought toys for decades through this model. There are also many fans in the country, such as Aofei Entertainment and Letao Animation.

There are many anime foods, and even a new three-board listed company directly refers to the abbreviation as “anime food”—Guangdong Weinuoguan Animation Food Co., Ltd.

The mode is mainly to purchase raw materials such as flour and sugar, and to produce biscuits, sweets, etc., and also to produce and distribute animation and animation derivative products, to promote the value of food and promote the value of food and business development. Realize the animation industry of the food industry.

Three squirrels have to do new animations, 26 episodes total 10 million yuan

Three squirrels have to do new animations, 26 episodes total 10 million yuan