Author|Apo
In 2024, film and television IP licensing and derivative peripherals will become a "daily life" for life and entertainment.
One month after the end of "Celebrating the Second Season of More Than Years", the Douyin card splitting live broadcast room is still in full swing to dismantle the derivative cards of the series, and it is reported that one of its single products has 15 million sales; "The Story of Rose" and Luckin Coffee co-branded "Yellow Rose Latte", most stores were sold out immediately after they were launched, and the sales in a single day were more than 2 million cups; When the audience was watching "Between the Ink Rain and Clouds" and discussing the appearance of the male protagonist and the "fanatics", Ylang Fragrance and Su Guogong's eyeliner were put on the shelves in a high-profile manner......
Luckin Coffee × "The Story of Rose" co-branded drink
Two or three years ago, the audience was still making blind box peripheral surprises for "Country Love", opening an immersive script killing project for "The Wind Rises in Luoyang", and flocking to the theme restaurants for the second anniversary of the opening of "Chen Qingling". After experiencing the crowdfunding of 120 million yuan a month for the official model of the movie "The Wandering Earth 2" in 2023, and the 30 million around the TV series "Long Moon Embers" and "Lotus Tower" were sold wildly, video platforms and film and television companies seem to see the long-term possibility of IP authorization and derivation of film and television content, and the development and operation of related content have gradually become normalized. Everyone suddenly believes that it seems to be closer to the dream of Disney's spin-off industry accounting for 70% of the revenue.
AI Mapping by Entertainment Capital
The platform focuses on improving the consumption mentality of users in the entertainment e-commerce sector, and the digital collection and physical business of cards have become the "standard" during the broadcast period...... Can the peripheral derivative exploration of film and television IP take advantage of the "east wind" of this year's popular dramas to produce new changes and experiences? Entertainment Capital (ID: Yulezibenlun) heard some views and opinions from the relevant persons in charge of the platform and the brand, as well as the practitioners of film and television periphery.
Film and television hits, must be cards?
It has been more than a month since the finale of "Celebrating More Than Years Season 2" "Screening Ceremony", but at 3 o'clock in the morning, when I opened the Douyin head card dismantling live broadcast room "Jiuou Demolition Card", there are still users who place orders for the "whole box dismantling" of the cards of "Celebrating More Than Years Season 2", and they are multiple orders.
Barbie, the anchor of "Barbie Card Splitting" in the waist live broadcast room, told Xiaoyu that since the arrival of the cards of "Celebrating More Than Years Season 2", the single consumption of anchors in the live broadcast room is between 5-50 boxes, and if the price is calculated at 4,752 yuan per box, the sales volume will be 23,000 to 230,000. According to the configuration calculation of each box of cards with a limited number of actor clothing cards, it is conservatively estimated that the shipment volume will reach more than 3,000 boxes, and if all of them are sold out, the single product can reach nearly 15 million sales, which has reached half of the peripheral sales of last year's two popular dramas.
"At the beginning, the film and television drama cards should have become popular from "Lotus Tower". According to Barbie's recollection, in January this year, half a year after the completion of the broadcast of "Lotus Tower", the Hitcard brand launched the "Above the Rivers and Lakes" series of cards, with the first shipment of 500 boxes, and the Douyin live broadcast room quickly sold out, even if it is the waist and tail live broadcast room, it can quickly sell out 5 boxes within 24 hours, and the follow-up replenishment of 500 boxes will also be sold out quickly.
The "Lotus Building" "Above the Rivers and Lakes" series of cards is priced at 139 yuan per box (3 cards × 10 packs), with a box of 24 boxes, with a total sales of 3.336 million yuan. Barbie said that when the card was just launched, the second-hand transaction price of the protagonist Cheng Yi's single ordinary card could already bring the return of a single box, and the single transaction volume of the protagonist Cheng Yi's clothing card could reach five figures, and Xiaoyu also found that the price of the clothing card in the second-hand trading market can still reach thousands of yuan.
The second boss of the CEO of Hitcard, the head brand that won the card cooperation of "Lotus Building", "Walking with Feng" and "Celebrating More Than Years Season 2", told Xiaoyu that Hitcard was only "involved" in the film and television drama track this year.
In his understanding, the income that film and television drama peripheral derivatives can bring to film and television companies at this stage is still quite meager in the proportion of total revenue, and more is that film and television companies have the awareness of serving users through exquisite derivatives, and the cooperation with China Literature Group is based on the other party's awareness, and Hitcard has enough experience in card craftsmanship to bring a better experience to IP users of film and television dramas.
According to the second boss, most of the card companies in the market are doing image IP that relies on existing gallery materials, while Hitcard insists on doing content IP, through cooperation and even joint research with authorized parties, to expand the content outside of film and television dramas, for example, there is a "Ye Qingmei card" in the card of "Celebrating More Than Years", which is made of four limited numbered card faces made of Ye Qingmei and Emperor Qing, Chen Pingping, Fan Jian, and Wuzhu in the same frame, and can read "Ye Qingmei Gaiden" on the mobile phone through NFC card reading. This is also the original extraneous content created by China Literature for this card.
In addition, the "Cat Card" created for the characters in a cat-like way, the "Fanghua Card" created for the four female characters with different aromas, and the "Poetry Card" made with the poems recited by Fan Xian in the novel, etc., are all divergent creations of IP, which are conducive to the extension of IP content outside the series.
"This drama is not popular, and it can be intuitively felt from the sales of cards." The anchor Barbie bluntly said to Xiaoyu that there are other IP dramas that are predicted to be popular before the broadcast in the near future, but no one cares about 2000 boxes of cards after they are shipped for only half a month, and a large number of goods are pressed in the live broadcast room, and they are shipped by coupons, and even a box in the small live broadcast room cannot be sold; On the first day of the new card launch of the variety show "Riding the Wind 2024", 3-5 boxes can be sold out in a short period of time in small and medium-sized live broadcast rooms.
The video platform also has its own layout in card products, Tencent Video launched the "Small Card Mall" brand section at the end of last year, and launched self-operated cards for popular dramas such as "Menghualu", "I miss you very much", "Sauvignon Blanc Season 1", "Shen Yin", "Pray for Today", "Yong'an Dream", "Spring Lover" and other popular dramas, and the cards of "Walking with the Phoenix" and "Celebrating More Than Years Season 2" are cooperating with the Hitcard brand.
In terms of Youku, according to the introduction of the person in charge of Youku's digital peripheral operations, the collection card project of Ju Jingyi's role in the drama "Flower Order" has tasted the card online card drawing mode for the first time in Youku, drawing digital cards online, and the combination of virtual and real gameplay of mailing physical cards offline and ink card culture linkage is quite popular, and the sales volume reached 100,000 in 24 hours after it was launched; The third part of the "White Night Theater" drama "Cocoon Breaking 2" card cooperated with Hitcard to release physical cards. Squid said that it will release more drama cards in the future, which will be released on Youku and other external cooperation channels.
iQIYI launched cards during the "Lotus Building" period, and the ongoing broadcast of "Yan Xinji" also synchronized online card drawing, including "full gift" welfare activities. Only during the period of "Fox Demon Little Red Lady Moon Red Chapter", iQiyi Station launched the activity of "Buy a membership season card to get a live stills card gacha opportunity", but this logic is different from paid online card drawing and offline card splitting, and it is more like a welfare activity for membership card promotion.
All in all, card peripherals will become the standard for the IP of popular film and television dramas in 2024, with sales of up to 5 million to 15 million.
The platform covers the surrounding operations, in-depth content, and the category is close to the people
The development and sales of film and television IP peripherals are closely related to copyright ownership, and the video platform, as the party with the largest number of self-made dramas and the most communication and promotion resources, has also entered a normalization in the operation of film and television peripherals in recent years.
Tencent Video has launched its own e-commerce brand since 2018"Caochangdi Mall",Now the major e-commerce platforms outside the station have also achieved synchronous operation,According to Wang Ying, general manager of Tencent's online video commercialization department,Caochangdi Mall used to have snacks and other non-IP strongly related products,But after exploration,Now it has focused on positioning as an IP-derived peripheral mall,From the product、Supply chain、Vertical operation、Platform operation and publicity are highly integrated,Provide users with higher value。
In terms of Youku, according to the person in charge of Aliyu's "Make Some New Goods" crowdfunding platform, in addition to the IP transaction development function provided by the authorized treasure system, it is an entertainment e-commerce system composed of "Make Some New Goods" and "Youku Purchase", and Make Some New Goods is a platform for the whole entertainment industry to undertake IP derivatives, including film and television drama IP and other peripherals, and Youku Gou is a brand that undertakes Youku's internal traffic sales Youku film and television drama IP derivative peripherals.
In addition, Aliyu's new virtual digital asset platform "Squid" in the past two years has also entered a stable operation, and the surrounding of the series is dominated by "virtual and real combinations", such as the "Flower Order" Ju Jingyi's character collection card project, the digital cards drawn by users online, and the same physical cards officially mailed at the same time, the first 520 users who draw scarce digital cards can obtain a permanent collection of 3D digital assets.
"South Wind Knows My Mind", "Minglong Boy" and other projects, the purchase of digital assets can obtain the same physical item. At the same time, Squid is also issuing digital assets through multiple channels, such as the 3D navigation logo of Xue Fangfei in "Ink Rain Clouds" in AutoNavi channel, and the digital collection "Ink Rain Clouds" in Whale Exploration channel.
iQIYI has not yet launched a new brand, but the sales of film and television drama derivative peripherals are placed in the "member preferred" mall on the site, which is concentrated with most of the categories purchased in daily life.
It is worth mentioning that China Literature, as the owner of the upstream IP, has also launched the official derivative label of "China Literature Good Things", and after making efforts in the card category this year, in addition to the popular drama "Walking with the Phoenix" and "Celebrating the Second Season of More Than Years", the card of "Full-time Master" has also become a hit in the live broadcast room. At the same time, "Celebrating More Than Years Q Version Figure Blind Box" deeply restores the plot in the form of a combination of characters and accessories, and sells online and offline simultaneously, with online sales of figurines below 100 yuan reaching more than 250,000.
In addition to the major platforms making concerted efforts to develop card products in 2024, from the two-dimensional fire to the "millet class" of film and television dramas, it has become the daily configuration of the platform's peripheral benefits for film and television dramas in the past three years; Another type of standard configuration is the bracelet and jewelry category that are on fire around "Long Moon Embers" after the Lama Temple bracelet became popular.
According to the statistics of Entertainment Capital (ID: Yulezibenlun), the hot dramas broadcast on the video platform since last year, the film and television dramas with the largest proportion of millet and bracelet accessories in the peripherals, their peripheral sales can reach around one million, the peripheral sales of popular dramas that have been successfully funded by large-scale peripheral crowdfunding can reach tens of millions, and the peripheral sales of popular dramas with a certain national degree can reach 30 million.
Wang Ying said, "The sales increase of millet soft week is very obvious this year, not only in the field of film and television dramas, but also in the entire market. "Taking Tencent Video's project as an example, in addition to the common pendant jewelry, the acrylic ticket stub with the title Logo and Tencent Video Logo is quite popular this year, which is also a category that Tencent Video is good at self-operated.
The person in charge of making new goods revealed that light peripheral millet, prop replicas, accessories, plush and women-related products are all popular conventional products at present.
According to the current consumer demand in the film and television derivative peripheral market, the major platforms have priced most of the categories within 100 yuan, which is also in line with the popular price of millet peripherals. Some women's lifestyle products such as incense, co-branded jewelry, or handicrafts are controlled within 200 yuan as much as possible. For example, the price of the "Xingyun Courtyard" puzzle toy in "Walking with the Phoenix" is 139 yuan per piece, and the sales volume of 1,838 pieces in the Tencent Video APP has exceeded 250,000 in a single channel.
In addition, Wang Ying introduced the original novel gift box set of film and television dramas, which has become a popular new category in the past two years, and the audience can't wait for updates in the process of chasing dramas, so they will buy the original novel for a sneak peek, and at the same time get peripheral products with a sense of ritual.
Ali Entertainment relies on Aliyu's rapid response ability and supply chain capabilities, interacts with fans according to popular content, and quickly develops new products at any time, such as during the broadcast of "Long Moon Embers", the new goods platform quickly launched the official derivative bracelet with the rhythm of the drama broadcast, achieving sales of over 10 million.
Digging deep into the content and expanding it appropriately must be the first principle for film and television derivative peripherals to sell well.
From the explanation of the "content" cards by the second boss of the CEO of Hitcard, to the in-depth restoration of the scenes in the plot of the Q version of the blind box of "Celebrating More Than Years Season 2" of China Literature, to the birth of Alibaba's new entertainment products from the hot search plot, this has been proved.
Online peripheral blind box lottery on each platform
In addition, on the basis of derivative peripherals with affordable prices, various platforms have successively developed online "blind boxes" lottery mechanisms, such as iQiyi members' preferred "online peach box", Tencent Video Caochangdi Mall's "popular magic box" and Youkugou's "lucky reward", which can be selected at a price of more than ten yuan to more than thirty yuan, in addition to the opportunity to buy peripherals at a lottery price lower than the original price, users also have the opportunity to get the protagonist's signature benefits.
The outbreak of film and television peripheral industries? Film and television companies are not ready
In 2023, we will see hundreds of millions of peripheral product crowdfunding, Caochangdi Mall's film and television IP-derived peripheral GMV increased by 300% year-on-year in the first half of the year, and iQiyi's membership sales increased because of card activities. The video platform has indeed seized a good opportunity to use the "lipstick effect" to steadily develop film and television derivative peripheral industries in the two or three years after the recovery of national consumption.
When Xiaoyu asked a number of film and television company distributors or producers, they were quite skeptical about the "derivative peripherals". "It is necessary to look at the popularity after the broadcast to determine whether there is value in developing derivatives" and "It is more appropriate to leave this matter to the platform", which is the most replies received by Xiaoyu.
In addition, the person in charge of making some new goods mentioned to Xiaoyu several problems when discussing with film and television companies about IP-derived peripherals:
First of all, derivative production should become a fixed model in the industry, become a "standard", and become a powerful business model for the realization of film and television drama IP. Compared with mature IPs in the fields of animation and games, it is obvious that there is still a long way to go around the IP of film and television dramas. Secondly, the filmmaker should have full confidence in the IP-based content, and be equipped with a professional team to carry out gallery design, supervision, publicity and marketing.
It is certain that the development of derivative peripherals requires a certain amount of input cost and professional team assistance, especially the "supervision" link mentioned by the interviewees, which is not available to most filmmakers, and is indeed more suitable to cooperate with platforms or related professional institutions to use their professional IP operation capabilities to complete the development of derivative peripherals.
For example, Wang Ying mentioned that the cooperation between Tencent Video and China Literature is "working closely together to make the plate bigger", especially in the cooperation of "Celebrating the Second Season of the Year" card, three sets of picture galleries were used in product development, creating 308 exquisite card surfaces with different styles.
As a content platform, Tencent Video is also an IP creator and disseminator, and in the field of IP licensing, it will focus on meeting the needs of users and meeting the commercial needs of customers, and professionally and flexibly look for customers with common values to carry out licensing cooperation. The licensing cooperation of "Celebrating the Second Season of More Than Years" covers the various life scenarios of users "eating, drinking, playing, wearing and traveling", and has authorized and cooperated with more than 30 brands, including the character painting stamp blind box in cooperation with China Post, and the dim sum gift box with free IP peripherals in cooperation with Dongkendao, etc., which are relatively fresh attempts.
Whether it is a self-operated or authorized derivative, Tencent Video will conduct in-depth mining of the spiritual core of the IP and the main characters in advance at the content level, read the original novel, visit the crew, watch the film in advance, refine the highlights of the characters, CP, lines, plot, service and other aspects in the play, and predict the "emotional connection point" between fans and IP during the broadcast period of the drama and the valuable "high empathy value of users" elements.
During the production process, we will also provide a complete and rich IP library for the brand to use according to the content and user needs, and provide professional advice in the design supervision process to help the brand develop a wealth of products.
The person in charge of Aliyu Film and Television IP authorization mentioned that he hopes that the film company can consciously put the link of derivative development in front, and now many projects are involved when they are completed, and in-depth design, supply chain selection and customization are carried out two or three months before the broadcast of the drama, but in fact, it can be advanced to the early stage of shooting, and the derivative team will communicate with the art and props teachers to combine product development with content.
Aliyu said that the gap between the investment in IP derivatives and the investment in content costs in the film and television industry is still huge, and there is still a long way to go to achieve the level of 70% of Hollywood's derivative peripheral income.
The derivative peripheral industries of China's film and television industry can only undertake the purpose of "giving back to fans" and "marketing and publicity", and the filmmakers do not consciously regard it as a "channel for recovering costs".
Therefore, from the early days of its establishment, the company has adhered to the "three-quantity resonance" methodology, which refers to IP heat, platform traffic, and commodity sales, and the peripheral marketing firmly bites the hot spots during the drama broadcast, opens up the traffic entrance of the e-commerce platform, and creates explosive derivatives with the blessing of IP heat and platform traffic.
The crowdfunding model of creating some new goods solves the pain points of many filmmakers and merchants who dare not try it because they are worried about inventory risks, puts the risk behind, and gives many small IPs the opportunity to try to derive peripherals.
Tencent Video's derivative peripheral development choices for film and television dramas are also similar, Wang Ying said, "first focus on the most potential head projects, and then pay attention to some high-quality vertical content". Among them, the head projects are like "Walking with the Phoenix" and "Celebrating More Than Years in the Second Season", and the word-of-mouth drama "Spring Sends Lover" and "Yong'an Dream", which has exceeded expectations, are representatives of high-quality vertical content.
At the same time, the interviewees are also calling for the emergence of good content.
Aliyu said: "Through the practice of IP licensing in recent years, we have found that the most popular among audiences and merchants are classic dramas such as "The Legend of Zhen Huan" and "Do You Know", which shows that good content has endured for a long time and can release its commercial value stably and continuously. ”
The latest peripherals of "The Legend of Zhen Huan" - blind bag sprouts
In the first half of the year, the GMV of the derivative periphery of film and television drama IP of Tencent Video Caochangdi Mall soared, and the phenomenon of popular dramas appearing in its drama content every month also contributed to it.
"It's not so much that many filmmakers don't have confidence in the development of derivative peripherals in their own film and television dramas, but rather that they don't have confidence in their own content, so good content is the real premise for the development of derivative peripheral industries."