Author| Put blue
Edit| fig
At the beginning of 2023, bringing goods has become a new theme for the domestic film and television industry.
In the field of film, on January 22, the day "The Wandering Earth 2" was launched, Saifan Science Fiction Space, 52TOYS, and XCMG Group all "make some new goods" crowdfunding platform on Taobao on that day. Originally expected to end on February 23, the Japanese Saifan Science Fiction Space, only took 10 days to sell out crowdfunding products in advance, raising 120 million yuan, setting a record in the history of domestic film and television IP crowdfunding.
52TOYS' "stupid" morphing toys have also raised tens of millions, far exceeding the goal of 100,000 yuan.
The success of "The Wandering Earth 2" also allowed the industry to see the potential of commercialization around film and television IP, but it was too anxious, resulting in insufficient pre-planning and prediction of the market, but it was easy to draw tigers and not become anti-dogs.
On the evening of February 13, the Modian crowdfunding website and the official Weibo of Modian released the "Movie "Manjiang Red" officially authorized peripheral derivatives" project, and soon some people found that the crowdfunded "Ling" brand aromatherapy diffuser stone was a token personally given to Zhang Dacha in the film, and some netizens questioned that this was selling Qin Juniper's peripherals. The shape of the "Red Cherry" creative hourglass is very similar to Yue Fei's unjustly killed "Wind Wave Pavilion", and even in the unlocking benefits, there is a cute version of Qin Juniper's bookmark.
After being questioned by netizens, on February 14, the designer announced that it decided to remove the event "due to the deviation between the original intention of product design and creativity and the understanding of some netizens".
In the field of film and television dramas, after the broadcast of the popular TV set "Crazy" in the opening year, not only in word of mouth, but also all kinds of the same models in the play have frequently appeared on the shopping hot list, the key character in the play Gao Qiqiang's "success secret" "Sun Tzu's Art of War" and the keel bracelet wore, "sister-in-law the same style" earrings, clothes have appeared on the top of Taobao's hot search.
Another TV series in the Spring Festival file "Go to a Windy Place" directly drove the tourism boom. According to the statistics of the Fliggy platform, in the first week of "Go to a Windy Place", the number of related searches in Yunnan skyrocketed, of which "Dali" increased by nearly 2 times, "Shaxi Ancient Town" increased by more than 10 times, and "Fengyang Yi" soared 50 times.
Different from the hard implantation in the past, today's film and television IP, the ability to carry goods is gradually emerging, and the market has also seen another possibility for the commercialization of film and television IP.
120 million goods in 10 days, derivatives also have "spiritual shareholders"
12 days after its release, "The Wandering Earth 2" finally surpassed "Manjiang Red" and won the Japanese crown for 10 consecutive days from February 3. Although it has been released for more than 20 days, the daily box office of "The Wandering Earth 2" can still reach more than 50 million. This is a rare achievement in Chinese film history, you must know that "Changjin Lake", the first box office in Chinese film history, dropped to less than 50 million at the daily box office on the 19th day of its release.
Many people in the Douban short reviews of "The Wandering Earth 2" said that they were all second or even triple brushes, and this long-tail effect also reflects the loyalty of the viewing group of "The Wandering Earth 2", which is directly reflected in the sales of its crowdfunding peripherals.
On the day of the movie's release, "The Wandering Earth 2" simultaneously opened the crowdfunding of derivative peripherals. Saifan Sci-Fi Space launched the dumb assembly and finished model of the mechanical dog, MOSS assembly and finished model and the digital life card U disk + card reader, Saifan Sci-Fi Space with category advantages, the derivative crowdfunding link was only one minute after Taobao was launched, and the crowdfunding goal of 100,000 yuan was reached.
The original one-month crowdfunding time, due to the early cut-off on February 1, the crowdfunding amount reached 120 million, and the delivery schedule was auctioned until November this year. However, in the Taobao store of Saifan Science Fiction Space, more categories of peripheral goods have been launched one after another. A total of 14 products such as key chains, mugs, badges, hats, masks, bookmarks, etc., are priced at 22 yuan to 168 yuan, of which the best selling key chain monthly sales reached 50,000.
In the comment area of the crowdfunding link, there have been nearly 50,000 comments, in addition to posting lists, as well as "daily inspections of shareholders", there are also people who spontaneously established the "Wandering Earth 2 peripheral group" From the recent group chat QR code, it can be seen that the number of group chats has accumulated to 187.
In the group, in addition to the derivatives of Saifan Sci-Fi Space, the group also shared more related peripherals of "The Wandering Earth 2".
On Taobao, the number of stupid smart building blocks priced at 899 yuan in the Yangda flagship store exceeds 500, the monthly sales of personnel carriers with 519 troop carriers priced at ONEBOT flagship store exceed 300, and there are peripheral models of planetary engines, even MOSS robots priced at 7800 yuan have 21 monthly sales, and various officially authorized or independently manufactured "The Wandering Earth 2" are gushing out on Taobao.
First production and then development, how to speed up film and television IP derivatives?
52TOYS is also the official licensor of "The Wandering Earth 2", based on the mechanical dog "stupid" in the film, 52TOYS launched a joint deformed mecha toy, which was launched for 10 days and raised more than 10 million yuan.
52TOYS REVEALED TO ENTERTAINMENT UNICORN THAT AS EARLY AS MID-2022, WHEN "The Wandering Earth 2" WAS STILL IN PRODUCTION, THE STAFF OF BOTH SIDES BEGAN TO COMMUNICATE ABOUT THE MATTER. "The reason why the film side chose us is also because, first of all, the product form and role of our morphing mecha are very suitable, and we have strong products, mature supply chain capabilities and a certain user base." The two sides hit it off and soon promoted cooperation.
The reason why the mechanical dog was chosen to cooperate stupidly, 52TOYS said, is because this image is most suitable for developing into a deformed mecha toy, and it is emotional in the film and has a high character aura.
According to the 52TOYS designers, at the beginning of the establishment of the collaboration, the dumb prototype was not fully determined, and there were many details to be enriched and modified. Therefore, 52TOYS designed the entire deformation logic according to the materials provided by the filmmaker. "Because our products have their own unique design language – that is, each product can be transformed into a cube with a side length of 5 centimeters, in order to adapt to this design language, we have also made some minor adjustments to the clumsy size ratio. After the film party has completely made the stupid, we will add the product details. In order to increase the texture and experience of the toy, some special details have also been added. For example, add a spring to the tire to restore the real driving state. ”
Although I had full confidence in the influence of "The Wandering Earth 2" from the beginning, I also had high expectations for the product. But after actually seeing the crowdfunding amount growing so fast, 52TOYS was still very surprised.
The user feedback in the crowdfunding process also gave 52TOYS more sources of inspiration, "such as whether you can change the stupid sticker expression to magnetic, can you make a door frame robot, etc." ”
10 days after the launch of the dumb, amid the clamor of users, 52TOYS announced that it will develop a doorframe robot in The Wandering Earth 2.
Although the market is hot, it also exposes a problem - insufficient judgment of the market and insufficient preliminary preparation, which greatly lengthens the production cycle.
At the beginning of crowdfunding, the crowdfunding goal of Saifan Sci-Fi Space and 52TOYS was only 100,000 yuan, and now the crowdfunding amount exceeds the target by a hundred times or a thousand times, and the surrounding production needs to be carried out after the film side has completed the image production, and a lot of time needs to be delayed in all links such as material procurement and supply chain.
According to Vansel's previous announcement, crowdfunding orders will be shipped sequentially according to batches, and four batches (including early bird stalls) will be shipped before the end of June, August, October and November, and some users will not receive the goods until one year later.
Domestic film and television IP derivatives have new issues
However, the popularity of "The Wandering Earth 2" has also let the industry see that the influence of film and television IP cannot be underestimated. In fact, in the foreign film market, film and television IP + derivatives are already a very mature industry, taking the United States as an example, relevant data show that box office revenue only accounts for about 30% of the total revenue of the film, and the rest comes from film derivatives licensing and theme parks and other copyright operations. In contrast, 90% of film revenue comes from box office and product placement, and derivatives revenue accounts for only about 10%.
Relevant data show that in recent years, the market scale of the domestic film IP derivatives development and licensing industry has been growing year by year. In 2021, China's annual retail sales of licensed goods and annual authorized amount increased by 24.2% and 28.2% year-on-year.
The exploration of domestic film and television IP derivatives dates back to 8 years ago. In 2015, the movie "Journey to the West: The Return of the Great Sage" caught fire, and on the first day of the launch of derivatives, sales revenue exceeded 11.8 million yuan. After that, major film and television companies began to lay out the derivatives industry, and 2016 is also known as the "first year of derivatives". "The Wandering Earth" also set a record for the highest crowdfunding of domestic film derivatives, with a total pre-sale of 14.52 million yuan, but since then, the fundraising amount of derivatives has always hovered at tens of millions without breaking through.
Slow response and long production cycle have become the biggest problems in the derivatives market. Often after the movie is released, with the positive feedback and demand of the audience, the film side is beginning to develop derivatives, and usually a mecha toy from design to landing for mass production, it takes at least half a year, at this time the audience's enthusiasm has long passed, and the long-tail effect of the movie cannot be continued.
Previously, compared with film salaries, the income of derivatives was a drop in the bucket, coupled with the long production cycle, resulting in the derivatives market has always been tepid. Now with the explosive case of "The Wandering Earth 2", it is also an inspiration for the industry, at which stage should the research and development of derivatives be carried out, how to do market research in advance, and the category richness of derivatives development, reserve inventory, etc. have become new topics for film and television IP derivatives.
In addition, in the past, the single licensing model was the mainstream in the industry, the derivative operator of the movie "Journey to the West: The Return of the Great Sage" was "Entertainment Cat", the official figure of "Nezha: The Devil Child Descends" was licensed to Suena Studio, and this year's "Traffic Earth 2" quickly opened the market by multi-licensing.
In addition to Saifan Technology and 52TOYS, the derivative developers authorized by "The Wandering Earth 2" also include SenseTime, Bruco Building Blocks, XCMG Group and so on.
The influence of film and television IP is not only reflected in derivatives, but its ability to carry goods is gradually prominent. In the past, film and television implantation mostly lay in the hard widening, interpolation and exposure of the opening and ending credits, and now the plot itself has also opened the mode of bringing goods.
In the hit drama "Crazy", the important prop "Sun Tzu's Art of War" that promotes the plot has reached nearly 5 million in Taobao's hot search, and there are 138,000 related treasures, and the product names of "Sun Tzu's Art of War" in flagship stores such as Dangdang.com, Sanwei Book Franchise Store, and Xinhua Wenxuan are marked with "Gao Qiqiang of the same style". Gao Ye, who plays sister-in-law Chen Shuting, shared Chen Shuting's lipstick number on Weibo and also appeared on the Weibo hot search list.
In Vipshop, "national style" and "fairy women's clothing" have become hot search terms, and the sales of national style women's clothing have increased by 54% compared with the month before the broadcast. The refreshment "fruit" in the play has also become a favorite of foodies, and Dingdong grocery shopping data shows that a week after the show aired, the search volume of the keyword "fruit" on the platform increased by 280%.
Whether it is a derivative or the same model, the commercial capabilities of film and television IP are being further developed, and it has also given a sample to the industry, in addition to traditional advertising, there are more commercialization possibilities.