How to play tide games? Why are there a few crowdfunding projects with IP?
Editor’s note: This article comes from WeChat public account “Sanwen Entertainment” (ID: hi3wyu), author Sanwen Entertainment.
The wave of Chinese trend toys, is it coming?
Derivatives, blind boxes, tide play… These words have appeared more and more frequently in mass media reports in recent times.
They don’t represent new ways of playing, they’re not new things, why are they “suddenly” fired?
This is directly related to the IP of the content industry such as games, animations and comics. You know, in the income composition of Disney movies, derivatives revenue accounts for up to 70% of the total movie revenue (Review: ” us “fire, but we are from the” Disney “also How far is it?
“HelloKitty, born of a small wallet, earned $80 billion through derivatives; last year, Bubble Mart sold 4 million blind boxes, and domestic sales broke 200 million. The company’s blind box sales will double this year…
The domestically produced ACG content that has been deposited and developed for many years has been seeking a larger IP realization. By 2019, it finally gathered its attention – hard perimeter(snacked, hanging Cards, models, hands, etc.).
In general, IP is realized through derivatives, and users are faced with fans and public users. There are so many categories of derivatives, what are the different types of IP pushes? We have counted 176 ACG crowdfunding projects in the field of AI, hoping to find some rules from the perspective of pre-sale.
176Projects90th this year,Young people define the era of tide play, come
Of the 176 projects we counted, 90 were released in 2019, and the total number exceeded the sum of the previous five years.
A brief analysis of the composition of these projects reveals that these crowdfunding projects can be divided into two categories –
Original IP games without IP, as well as IP-related derivatives.
In the crowdfunding projects related to IP derivatives, the title is often followed by “blind box”, “hand”, “picture book” and “official periphery”. Among them, including live-action movies.
For example, “Traffic Earth.” According to reports, the sales of derivatives of “Wandering Earth” on various platforms in the first half of the year have exceeded 100 million yuan.
How is the crowdfunding project related to ACG content performing?
1. Animated Movie Derivatives
On July 26th, “Which” was released, and the box office of the movie was over 4.97 billion yuan, ranking second in the total box office of China’s film history.
On October 14, the three crowdfunding projects of the film were all over.
The total amount raised has reached 18.6263 million yuan. Among them, the amount of crowdfunding authorized by the official license of “Which” reached 150.93 million yuan. The crowdfunding amount of this project only refreshed the film crowdfunding record in China.
The “Rom Little Black War” released on September 7th, the box office also exceeded 310 million yuan.
This is a 2D animated film. Although the box office did not meet the expectations of many fans, it can see the IP fan effect from the three movie-related crowdfunding projects. The “Luo Xiao Hei Ji Ji” pre-sales around the big movie, the number of participants exceeded 26,000, and the project completion rate was as high as 8343%.
Although the other two crowdfunding projects have not yet ended, the completion rate has far exceeded the original plan, and the amount raised has exceeded 2 million yuan.
The two animated films will Launching a sequel, derivatives will continue to maintain the popularity of the film.
2. Original wave games without IP are still popular with users
In statistics, 60 of the 90 crowdfunding projects launched this year are crowdfunding, and the proportion of original tidal games is close to 50%.
Here we have no IP and content in these projects, and the crowd play crowdfunding initiated by individual designers and studios is called “original tide play”.
Moreover, only 3 of the 24 original tidal games that have completed crowdfunding have not met the crowdfunding requirements. This shows that the domestic tide play market is moving towards a high speed. Development period.
In the above, we mentioned 4 original products that have more than 1000% completion, except for a crowdfunding that has not been completed. The remaining crowdfunding amount is between 848,000 and 1.62 million. Compared with the hands of IP blessing, it is already comparable.
Among the 176 projects, the title has products such as “blind box”, “hand-made” and “tidal play”. The crowdfunding completion rate is high and the crowdfunding completion rate is over 500%. 2 million “explosive models” a lot.
The toys of these categories have also become the hottest product types this year.
But from the phenomenal animated film, the crowdfunding amount of Super Animation IP and the number of participants, the trend is good, but we still have a big gap from mature markets like Europe, America and Japan.
About the tide play We have mentioned in the “100 best toys that Amazon sells: tide play, dolls in the column, popular in IP derivatives”, in the United States, where the adult toys are more mature, the tide play toys Occupy Amazon’s most popular
More than 100 models
10% of toys. In Japan, where the blind box toy industry is more mature, the market size of the gashapons has reached 31.9 billion yen in 2017, about 2.1 billion yuan. (Recalling “ Bandai sells toy toy:
put 360,000 machines, toys sold 3.5 billion
》)
3. Picture Book
24.6%. This is the proportion of China’s children’s books in the overall book retail market in 2017. It is also the segment that contributes the most in the book retail market. According to the open data monitoring, more than one-third of the growth in 2017 came from children’s books. Among them, picture books (picture books) and comic books accounted for 23% of the children’s book retail market, second only to literature. Moreover, the proportion of comics and picture book segments is still rising.
Not only that, Bread Superman is a household name IP in Japan. It can be seen in all kinds of goods, such as food, toys, groceries, clothing and so on. Bread Superman, the IP in derivatives retail sales, reached $60.193 billion, which is arguably quite successful.
Baker Superman’s derivatives are very profitable, but the original content of the work is a picture book.
Among the 176 items in the statistics, the picture books based on comic works have a good performance. For example, the first comic book of “Non-Human”, which was launched in 2016, has a completion rate of 625.84%. This project refreshed the crowdfunding amount of this category at the time.
Data on comics platforms and crowdfunding completions
At the moment, trend toys have become the hottest topic in the topic of young people in China today.
According to the relevant person in charge of Bubble Mart, the users of trend toys are mainly young people, with an average age of 27, of which 75% are girls and 25% are boys. This part of the population has a relatively high income level. They have their own preferences and aesthetics and consumption concepts. They like to pay for the things they love, and they are the most valuable young people in the moment.
So, among the toys that are popular with them, not all of them are derivatives of national-level IP, and there are also toys that have no IP but are very stylized.
We saw the potential for film development around
In our statistics of ACG crowdfunding projects, film derivatives have achieved an absolute lead in crowdfunding, which is not surprising, compared to other original products or small IP derivatives, the film is commercially available. The appeal is much greater.
But it’s not that easy to make a popular movie derivative. Of the 176 counted projects, two film derivatives projects did not meet the crowdfunding target this year, one of which was the “Earth Rescuers” of Stray Earth.
The reason for the failure of “Earth Rescue” is that a large part of the crowdfunding product is only sold at a price of 175 yuan. Unlike other film-derived players, it launches multiple characters at once and has a smoother The price gradient allows consumers at different levels of consumption to participate.
Although the crowdfunding results of “Which” are good, but before the crowdfunding project is officially launched, the purchasing power of consumers andConsumer enthusiasm has actually been consumed by pirated businesses. Although hand-held products may take longer to be proofed and supervised, but crowdfunding projects do not need to be shipped immediately, this is the problem that the project’s online time is not arranged.
For animated movies, the release period is usually one month, and very few movies can be postponed for 2-3 months.
But the success of domestic live-action movies and animated films in the domestic box office is mostly due to the influence of the factors of “time and place,” and the disconnection of domestic derivatives production chain and content creation. After that, the IP demand side will find the copyright party to cooperate and take the authorization to make derivatives.
This phenomenon will not change in a short time.
Therefore, this kind of crowdfunding project that starts the crowdfunding project to raise funds and produce it for re-shipment can be pre-sold during the movie release period. Waiting for the surrounding, the film is released, and the surrounding products can maintain the heat of the movie. As early as when Light Media accepted analyst research, it was mentioned that “Where 2” is expected to be completed in the next three years, during which the company will focus on film-related derivative development.
Is this the same in foreign countries? As we mentioned before, companies like Disney, which value derivatives development, will start thinking about future derivatives when they create movie scripts, and start selecting licensees for cooperation one year before the film is released. This year’s “Frozen 2” will not be released until November, but Disney released all the derivatives on the “Ice and Snow Fan Festival” on October 4.
The purpose of doing this is to enable consumers to buy as much as possible in the life of the movie for one to two months, because film derivatives are essentially a need for people to be impulsive. After the heat has passed, everyone will gradually forget it.
The problem of the lag in the sales of derivatives is not an isolated case. This problem also appeared in “The Wandering Earth” released earlier this year.
According to media reports, the “Browsing the Earth” film contacted a number of derivatives manufacturers before the film was released, but most of them took a wait-and-see attitude towards the film, and they waited until the film detonated the Spring Festival.
Really, no matter whether it is “Where” or “Wandering Earth”, we don’t know whether such a movie can be fired before the release. This seems to be an irreversible contradiction. This problem can only be alleviated when the domestic birth is like Disney, when the new work is not on the line and the guaranteed label on the box office appears.
To do this, you have to solve two problems:
-
In the film character design, even the film project stage operation and market personnel must intervene, from the perspective of derivative development but give advice and suggestions.
-
The film distribution company or the production company has formed its own label, which will give the IP demand side confidence. This work has a very high box office guarantee after the release. ,
But it’s easy to meet these two requirements.
So, crowdfunding is getting more and more favored by companies behind the film.
Being a toy, must you have an IP?
In the above, we mentioned that among the 176 ACG crowdfunding projects, many of the projects that completed crowdfunding were original trends.
So, do you have to have IP for toys?
Actually it is not. This is actually two directions, one is based on IP development soft peripherals and hand-held, the other is the original toy sold and then enriched this IP through comics, animation and other content forms.
Molly’s molly villain, 45-year-old Hello Kitty, Transformers, etc. are all pre-owned toys. But whether it’s based on IP as a toy or a toy sold through the content to expand the influence of IP, toys sell well and have something in common.
For example, IP development toys are based on personas, and character design needs to be differentiated and unique.
In the 176 ACG crowdfunding projects of this statistic, the largest number of participants in the single production is the handwriting of the animated film “Where”, the unit price of 188 yuan, the number of purchases is as high as 16,029 . The crowdfunding and amount of this crowdfunding project alone exceeded 90% of the statistics.
This is not The uniqueness of this character.
Not long ago, Liu Wei, president of October Culture, said in an interview with Sanwen Entertainment that animated films need to be unique in their styling and to create a very solid character in their works. Only when you are full of emotions and growth can you let the audience follow and look forward to emotional substitution, so that the audience can follow.
“I was most impressed at the time.Deeply, Tian Dao suggested that the dumpling director should have uniqueness in the image setting, and the visual shape should make people shine. “Where is it finally displayed on the screen, it does make the audience shine.
As early as August 27th, when the crowdfunding was halfway through, the number of supporters was already More than 13,000, followed by 敖.
It is not the enchantment beast whose price is also 188 yuan, and there are more than 1,000 people to buy.
As you can see from the popularity of the enchanted beast, toys that incorporate traditional culture are also popular with users.
Data statistics since August 27,The amount on September 4 exceeded 12 million yuan, and the final fundraising amount was 18.63 million yuan
For example, it’s not a good-looking original fashion game that sells well, and sells well into a traditional culture.
In this statistic, there are 8 original wave games with a crowdfunding amount of more than 100,000 yuan, 4 of which are integrated with traditional cultural elements.
The “National Treasure Menghua” with the largest amount of crowdfunding exceeded RMB 1.1 million, and the “Five Fortunes Lucky” with the largest number of crowdfunding exceeded 5,100.
Such crowdfunding results far from most of the original wave play.
these years, One phenomenon we have observed is that young people are getting closer to traditional culture.
On station BThe videos related to Hanfu, ancient music and traditional dance have increased in number and audience participation.
And the popularity of the museum, such as the Palace Museum, has become popular in social networks, indicating that young people are turning this aesthetic preference into purchasing power. Now this purchasing power has come to the field of tide play.
However, not all traditional cultural originals are popular with consumers. In our statistics, “Fu Shi · Mid-Autumn Festival” did not achieve the goal of crowdfunding. Below the crowdfunding page, the feedback from consumers is not attractive enough.
The original tide play is to impress consumers without IP sentiment, and design is still the first level.