IP becomes the key
Editor’s note: This article is from WeChat public account “China News Weekly” (ID: chinanewsweekly), author Lu Hanzhi.
In the face of the new economy, “playing things” is no longer established.
The dolls that were not in the past are coming out of the corners of shopping malls, cinemas and video games stores, and opening stores to embrace young consumers. The doll, the game that used to be considered to be a time-consuming game, has also become a myriad of IP economy.
If you go to the LLJ (clip machine) store in Sanlitun, you will find this doll shop with more than 100 square meters. The wall is covered with posters and dolls of various cartoon characters, creating a detail from the details. Second yuan game store. Even on weekdays, there are still many people who focus on “fighting” in front of dozens of doll machines, and on holidays, they usually need to line up.
How does the business of the doll machine change from a humble business to a highly sought after business?
Young people who will play and are willing to play
This young man never hides his interest in “playing.”
From the doll machine to the blind box, they are all “playing” the industrial chain. Among them, the fan audience of the doll machine locked the fans after 90 or even 95. For example, LLJ folder machine, which currently has a total of 4 stores in Beijing. App “Public Comments” shows that the per capita consumption of the Sanlitun shop is 173 yuan. According to the calculation of 30 yuan for 19 yuan, the price of a single use of the doll machine is 5.7 yuan. From the per capita consumption figures, each consumer will play more than 30 times in the store.
This data shows that the doll machine has got rid of the definition of activity that has been waiting for the opening of the movie and the time of shopping, and has become a formal consumer project.
This shift, with the mainstream consumer group becoming 90