Do you like to play puzzles?
As a puzzle game, puzzles are not considered popular in China. In the past, the recognition of puzzles was more as a children's toy, which was used to enhance children's concentration and aesthetic sense. It is actually a widely popular hobby on a global scale.
Nowadays, the demand for the domestic adult puzzle market is getting higher and higher, especially after the entertainment life has been affected by the epidemic, puzzles have become the choice of more and more friends to relax and reduce stress in leisure time, integrating fun and appearance.
Image source: Kinkalo puzzle
As a kind of "face value economy", the market's innovative requirements for puzzle patterns have never stopped. Jin Carlo Puzzle has been insisting on innovation, and this joint Tencent animation IP "The Temptation of the Cat Demon" integrates the national comic into the puzzle creativity and provides the market with more national style adult puzzles.
Kinkalo X Cat Demon Seduction Syndicate Puzzle
At present, the puzzle market has a huge space for development, especially in the domestic market is ushering in a period of rapid development. Why? Let's start with a set of data.
According to the relevant data of the "2020 China Puzzle Industry Development White Paper", the turnover of puzzles in 2020 exploded in the first quarter, with European and American countries increasing by 228% year-on-year, and among the hot products in the United States during the epidemic released by ebay, the turnover of puzzles increased by 1395% year-on-year, becoming the toy category with the highest growth during the epidemic.
The domestic Ali platform puzzle category increased by more than 56% year-on-year, ranking first in the scale and growth rate of the toy industry category. In fact, the scale of the domestic puzzle industry has accelerated for 3 consecutive years, with a transaction volume of 10.21 yuan in 2019, an increase of 30.7% year-on-year, and the development momentum is outstanding.
Source: Business Counselor "2020 China Puzzle Industry Development White Paper"
With the increase of consumer users, puzzles have also penetrated into the entertainment life of more people, bringing about the upgrading of category consumption. Most of the consumers of the puzzle are "face value parties". For 94% of adult puzzle lovers, the picture pattern is the first reference element for buying puzzles.
Source: 2020 White Paper on the Development of China's Puzzle Industry
Therefore, for brands in the puzzle industry, how to improve the ability of picture innovation and design and capture consumer preferences is particularly important. Kinkaros integrates life scenes and cultural content into the puzzle and then presents it to the user.
The main user groups of Jin carlo puzzles are mainly college students and white-collar workers, with the national style pattern as the main feature. Puzzle sizes start with 300 pieces and 500 to reduce difficulty with introductory learners. The regular one is 1000 pieces, which meets the requirements of most picture enthusiasts; there are also 1500 pieces and 2000 pieces, and even higher specification pieces of the puzzle to meet the challenger.
Compared to cardboard puzzles, Kinkalo puzzles use basswood as the base material for the puzzle. The characteristic of this material is that the tightness between the pieces will be better, and the whole puzzle can be picked up directly without the need to apply glue.
In addition to craftsmanship and materials, Chen Yilang, marketing manager of Jin Carlo, believes that the display of patterns is the focus. "What we have never seen in life, we yearn for; what we have seen before will resonate in our hearts." 」 As a result, Kinkaro has launched a new national trend style pattern such as a market, a series of New Year scenes, a series of tourist attractions, etc.
Puzzles also include folk traditional stories as the protagonists, as well as mythological story motifs. For example, classic Chinese styles such as Chang'e Benyue and Liang Zhuhua Butterfly make the treasures of traditional Chinese culture add luster to the puzzle.
In the jigsaw puzzle market, where innovation is in dire need, most of the existing patterns are too common. If you want to continue to update the pattern, you need to get more IP authorization, and use IP co-brand to help brand fame spread quickly.
IP has always been common for the puzzle industry, for example, the previous IP was mostly Western oil paintings, or ancient Chinese paintings, but the acceptance among young people is not high.
But anime IP is obviously more acceptable to young people of the current Z generation. As far as the current puzzle industry is concerned, there are not many examples of animation IP co-branding, the most common IP is Doraemon, Pikachu, etc., AND IP comes with traffic.
As one of the head IPs of Tencent Animation, "The Temptation of the Cat Demon" has become the first choice for The Golden Carlo joint IP. "The Temptation of the Cat Demon" as a typical female anime IP, fans are mainly young women. The main user population of Jin Carlo is mainly 18-35 years old, of which female users account for 70%, and the IP is just in line with the brand's target users.
As a representative of the national comic, the aesthetic painting style of "The Temptation of the Cat Demon" also caters to the aesthetic preferences of contemporary young people. According to Nielsen IQ survey data survey, 70% of Gen Z consumption is dominated by appearance. The exquisite style of the pattern plays a decisive factor. At present, led by Tianyin Interactive, Kinkalo and Tencent Animation have cooperated with two co-branded products, "The Temptation of the Cat Demon" and "Shan He Shejitu".
Chen Yilang, marketing manager of Jincaro, found that compared with the common American IP before, the national tide IP is more in line with the taste of Chinese. In the past two years, more examples of brand and IP cooperation in the industry are visible to the naked eye than before, and many domestic brands are also rising rapidly. It is hoped that this IP co-brand pattern innovation will help Kinkaros brand awareness accelerate sharing and communication.
At present, Jin carlo online is dominated by Tmall flagship stores and offline agents, from design, production to sales, grasping the supply chain in their own hands. After that, it will also closely follow the hot topics of current affairs and launch the corresponding theme puzzles with the Olympic games.
Puzzles as a kind of decompression and healing toys, one person can play quietly in their own world; two people play, tacit cooperation tacitly; many people play together, you chase me to catch up with endless fun. The Kinkalo brand wants everyone to find their joy in the puzzle.
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