Dongguan's "Tide Play Capital" is out of the circle again, and multiple tide play original IP is rising rapidly

"There are beasts in the south, and their names are iron." Guoxi Fufu is from China, and the cat friend Xiongyou calls him FUFU, which is good and honest, humorous and optimistic. Guoxi Fufu was born in Dongguan and is going to the national tour exhibition to spread the excellent traditional Chinese culture further through the form of tide play.

Recently, the "Hundred Bears Project , Guoxi Fufu National Tour Exhibition - Chengdu First Exhibition" jointly organized by the original trend brand "FUFU Studio" and the global tide play collection brand "X11" and the Chinese original trend IP incubation brand "ToyCity" was held in the flagship store of Chunxi Road, Chengdu.

This is the first exhibition of Dongguan's local national tide play IP Guo Xi FuFu, which has received widespread attention from tide play enthusiasts and young people. From the tide play factory to the world, Dongguan tide play industry is getting stronger and stronger, grasping the focus of young people's attention and interest, and a number of tide play original IP is rising rapidly, promoting Dongguan to become a "tide play capital".

Create a national tide tide to play IP

FUFU designers take the trendy toys of the panda image as the carrier, combine traditional Chinese culture with trend art under the rapid changes of the times, create FUFU that belongs to China, panda tide play that belongs to China, and work with more players to deeply understand and carry forward Chinese culture, so that "Chinese creation" continues to become popular.

For the first time, FUFU launched a total of three series, namely: Chinese character series, calligraphy series, and log series, and this time the Chinese character series is exhibited. The Chinese character series takes Chinese characters as the design element, presents the tide play art theme of Chinese painting, Peking Opera, history, calligraphy and other elements from a young aesthetic perspective, and integrates excellent traditional culture and painting art to create 100 guoxifu with different looks.

This is a trip out of the circle of dongguan's local original trend brands.

Founded in 2020, FUFU Studio is an independent original trend art studio. "FUFU Studio" will make more innovative attempts at guoxi fufu IP, and continue to exert efforts in the offline beauty exhibition. Following the first exhibition in Chengdu, the Hundred Bears Project Guoxi Fufu Tour Exhibition will be unveiled in first-tier cities such as Beijing and Shanghai, so that 100 panda FUFU will start from Dongguan and go to more cities and regions to exhibit, and spread the excellent traditional Chinese culture further through the form of tide play.

Multiple tides play the rise of original IP

Including FUFU Studio, TOYCITY Toy City has more than 10 independent IP studios incubated, forming a parallel pattern of its own original IP creation, exclusive IP/independent studio operation and mature well-known IP licensing, with a 30+ IP matrix, Laura, Quantum Dog, etc. are built by it. In order to expand its influence, TOYCITY Toy City has created a giant sculpture city landmark that combines traditional excellent culture and tide play culture in Dongguan, Shenzhen, Foshan, Hangzhou, Chongqing and other cities.

The vertical and horizontal development of TOYCITY toy city reflects the transformation and upgrading process of Dongguan's trend industry. According to the statistics of the China Toy Association, 80% of the global animation derivatives are currently made in China, of which more than 1/3 is produced in Dongguan. Dongguan has become the country's largest toy export base, the industrial scale ranks first in the Pearl River Delta cities, the annual export value of toys more than 4 billion US dollars, accounting for about 20% of the country.

At present, Dongguan is the emergence of a number of tide play brands in the city, local toy companies long-term experience in foreign brands OEM, so that local factories have the production of handmade, blind box basic equipment and skilled workers, into this market of brands, will choose Dongguan as the first choice for the supply chain.

It is reported that many small-scale tide play designers and studios in the industry are gathered in Dongguan, forming a good circle, facilitating artistic exchanges and finding factories to ship directly, coupled with the support of the local government for tide play, the support of businesses to build factories, production and processing, sales industry chain, but also increased the attraction and reserve of industry talents. At the same time, the entry of the Taobao Tmall merchant operation center has also helped local brands build e-commerce teams and improve operational efficiency.

From the tide play factory to the world, Dongguan tide play industry is getting stronger and stronger. With the accelerated rise of Dongguan's original tide play IP represented by ToyCity Toy City, local toy companies have independently designed and developed original IP around the age characteristics, focus and interest focus of Generation Z, seeking a breakthrough in industrial upgrading, and promoting Dongguan to become a "tide play capital".

Nandu reporter Liang Jindi

Courtesy of respondents