Genuine authorized suspected of plagiarism, “us” Genuine surrounding “Developing Journey”
Editor’s note: This article is from the public micro-channel number ” Entertainment unicorn “ (ID: yuledujiaoshou) , author Zhou Rui.
“I feel very good after reading “Where”, the adrenaline secretion, the kind of excitement, I especially want to buy it.
However, at the time, the official did not develop the genuine surrounding, and did not see the hand in a circle. I went to Taobao and looked at them. They are all T-shirts, keychains and the like. Actually, it doesn’t mean anything.
On the second day of the release of “Where the Devil’s Angels Come into the World” (hereinafter referred to as “Where”), Tang Xiao, as a pseudo-national fan, went to see this phenomenon-level domestic animated film.
BesanThe album at “Where” quickly surpassed 400 million, and the word-of-mouth is fermented rapidly. The major online ticketing platforms and media have predicted their final box office from 2 billion to 3 billion. The popularity of the film immediately produced consumption effects in the surrounding markets.All kinds of pirated T-shirts, pillows, water cups and mobile phone cases on Taobao are endless, but there are nowhere to go. After Tang Xiao browsed several hot-selling stores on Taobao, he finally bought back a pirated T-shirt. “Actually, I don’t wear such T-shirts, but at the time I felt that I wanted something related. There are not too many options around.”
Until now (August 17th), “Where?” “The system of the summer file, the movie box office has reached a total of 3.998 billion, more than last year’s Spring Festival box office champion “Red Sea Action”, into the top three Chinese film theater history box office. At the same time, “Where” announced that the key was postponed, and the release time was extended to September 26th. “The light of the country”, “the cake is rushing” and so on, the long-tail effect of the box office of the movie may be further strengthened. Cat Eye predicts that “Where” will eventually reach 4.684 billion, surpassing this year’s Spring Festival champion “Wandering Earth”. 
For 23 days, “Where” opened two rounds of crowdfunding. “I just bought pirated copies, the official round of crowdfunding, but the surrounding categories are not as good as piracy.” Tang Xiao said. On July 28th, “Which” officially authorized the production of melons, and carried out crowdfunding around the target. The target amount is 30,000. The plan includes badges, pendants, keychains, posters, and licensing cards.Ong> But the first wave of genuine peripherals are mostly soft peripheral products, fans are not completely satisfied.
The official second wave of peripheral development is quickly connected, July On the 30th, the light color house and the October culture authorized the end of the studio officially developed the “Which” series. On August 7, the project crowdfunding was officially launched, and the target amount of crowdfunding was 100,000. On August 10th, the official once again joined the MINIDOLL tide play brand to open crowdfunding, and carried out the sales of pocket purses, pillows, headbands, etc., with a target amount of 50,000.
“I have already spent money on crowdfunding, but the shipment will wait until next year.” Tang laughed. At that time, the popularity of the movie IP has clearly entered a state of cooling.
Obviously, The development process around “Genuine” genuinely shows the immaturity of the domestic film industry derivative market to a certain extent,and online content and The time difference between offline derivative products,The first film dividend was given to the pirated market, and the second was consumed by time.The market is in a hurry, but the supply is in short supply, but the capital is not complete. Harvesting.
Genuine authorization is suspected of plagiarism,“Development of the hardships” around “Genuine”
“The most exciting thing about me now is the surrounding area.
” Hanamaki said.
When “Where” was released on a large scale, the Hanamaki became the parent-in-law of the cockroach C. After the film was released, Hanamaki was committed to preserving all the related creations of the cockroaches, and collecting the relevant surrounding areas.
The cause of the heart plug is the film development official and MINIDOLL’s peripheral development cooperation.
This is the last project in the current crowdfunding project of “Which”, which is a popular item for Chaohu and the related tide play derivatives. The single doll or combination suit of the 吒 吒, 敖 ,, due to the character version, hardcover version, suit version, early bird ticket, etc., the price from 139 yuan to 678 yuan, the surrounding headband, coin purse, pillow, etc. also because of the suit Different from 25 yuan to 145 yuan, all the surrounding purchases, the highest price of the setTo 1179 yuan.
The problem is on the U-shaped pillow of the cockroach. On August 11th, the netizen ID on the Weibodong Dasheng Water Supply Company broke out, and the MINIDOLL official gave the U-shaped pillow and the pillow design and the previous “Journey to the West” ( Hereinafter referred to as “the return of the Great St.”) Bailong U-shaped pillow, comics “non-human 哉” 敖 趴趴 趴趴 高度 高度 高度 高度 高度 高度 高度 高度 高度 高度 高度 高度 高度 高度 高度 高度
“After the crowdfunding started, I immediately supported it. After the news came out, I also took a look at it myself. The product on the schematic is really just a color change compared with other peripherals. Everyone wants to open a business license to get a good license and do some good things around. Come out, this situation is uncomfortable.” Hanamaki said.
After the plagiarism, MINIDOLL officially issued an apology statement, acknowledging that there is a drafting behavior in the U-shaped pillow outsourcing design group of the 敖Binglong type, and the UU U-shaped pillow and the 趴趴 pillow were taken off the shelf and have been purchased. Customers who have a U-shaped pillow or a pillow can make up the pillow, change the pillow, or upgrade to a related package.
“This program is very confusing. MINIDOLL does not change the manuscript, which means that the U-shaped pillow, the pillow is aborted, and the official is not refundable, upgrade to the surrounding area, although the ‘藕 cake CP’ is quite good, but Not everyone can accept the exchange, I would like to know the surrounding area,” Hana said.
“Which powder around me also I feel speechless. Originally, the U-shaped pillow was 89 yuan, and the small one was 139 yuan. After making up for the upgrade, it was equivalent to what kind of powder spent more money, and then bought the same thing.”
This incident obviously shows to some extent the mistakes and omissions formed by the domestic peripheral derivatives industry under the stimulus of market demand.
All kinds of IP peripheral development, in order to ensure product quality, all aspects need to communicate with the IP side in detail, from design, production, samples to formal goods, this is a thinking process, often need to be prepared in advance.
如IP Empire Disney, with complete IP licensing, peripheral development, derivative sales and other industrial chains, has a fairly pre-judgment on movie IP, All films are distributed around 18-24 months in advance, and derivative developments are carried out in collaboration with local licensees. It is reported that “Toy Story 3” global box office reached 1.1 billion US dollars, its derivative authorization income reached 8.7 billion US dollars, derivatives categories include clothing, accessories, cultural, free, bags, food, etc., consumer groups cover all people.
But the situation of “Where” is obviously different, as a domestic animated film, one At the beginning, it was not expected by the market. The box office was not guaranteed. The surrounding market was like a distant mirage. The film unexpectedly exploded, far exceeding expectations, so after the film was extremely fermented, the official peripheral development plan was passively launched. The time difference between the offline market and the online heat caused delays in derivatives.
The consumer market has spawned commodity dividends. The piracy around “Where” is far faster than the genuine surrounding, and it is the first to harvest a large number of bonuses.
A series of authorized developments initiated by official stress are in a state of every second.. In other words, there is not much reserved time around the “Which”, and there is a possibility of a leak.
“In fact, the wish of the fans is very simple, the price we understand, we hope to design well, quality and quantity.”
After the light surrounding, the “Which” series is on the line,Derivative market value geometry?
Compared with the turmoil of the U-shaped pillow, the official hand of “Where” has won the approval of most fans.
“This time, “Which” is very good. I saw that the film was authorized to the end, knowing that the quality can be guaranteed, and the price will not be low. But now I see the model, I feel quite worth it.” “Hook, who is quite looking forward to the hand, said.
There seems to be an invisible scorn chain in the domestic derivatives market. Family UGC content is derived from human figures, fan fiction, comics, radio dramas, editing videos, etc. It belongs to brain creation and is classified as soft periphery. Such peripheral content can effectively expand the fan circle and establish community culture. And through the UGC content to feed back the original IP vitality, but more inclined to “use love to generate electricity”, and not to the capital level.
And physical goods such as stationery, clothing, keychains, and mobile phone chains are classified as soft peripherals due to their high practicability and relatively low manufacturing costs.
The purpose of the soft perimeter is more responsive to the needs of the mass market. “Where the T-shirts, keychains, cups and other goods are the daily necessities produced by the characters of the movie, the price is cheap, and the purchase crowd is more extensive. This is the soft periphery. Many people buy such products because of the popularity of the movie. The figure is good-looking, on the one hand, it has practical functions,” Hook explained.
AndCore fans are more looking forward to hard perimeters,such as twisting eggs, playing boxes, hanging cards, models, hands Such peripheral products with collection value and viewing attributes, There is no strong practicality around this kind, but for peopleThe design, model, and materials used are higher, and the price is more expensive than the soft periphery.
“Which 吒 刚 started out around crowdfunding, developed acrylics, badges and the like, I was quite disappointed at the time.” Hook said. This time, the official and the end of the series of cooperation, the crowdfunding amount has exceeded 6.78 million, plans to launch which 吒, 敖 、, Shen Gongbao, Taiyi real people, Li Jing, etc., hand 188 yuan, a full set The combination set reached 1388 yuan. In terms of quality, design and production, we have met the requirements of fans. Yesterday, at the BTS Tide Play Festival in 2019, at the end of the exhibition, the three prototypes of “Which” were exhibited, and the products were still under supervision, but the model was very fine.
This is very rare for fans. The domestic IP peripheral derivative industry is less industrialized, and the authorized party and the producer have not yet opened up the industrial chain. Once there is IP with derivative sales ability, the first is to produce a large number of fast-moving soft peripherals, and the second technology requires high technology. There are fewer hard peripheral productions such as long-running characters.
At present, most of the domestic head derivatives companies use the low-end animation IP as the core harvesting market. For example, they have mastered the Aofei entertainment such as Pleasant Goat and created the original mech IP cartoon “Xingyuan Xiaobao”. Xingyuan culture, Xiaobailong with accumulated high-powered IP, and other derivatives are mainly children’s toys and baby products.
Adults have relatively few developments for animation IP. The head companies mostly cooperate with the IP platform of the giant platform. For example, Meisheng Culture and JAKKS cooperate to sell the derivative products of “Superman Story 2” and reach the comic group IP “Full-time Master” with the reading group.
