Behind the sales of "Nezha 2" derivatives (above)|Revenue or over 10 billion The record-breaking box office of "Nezha 2" leverages the Guoman IP industry

"Who can connect with the copyright owner of "Nezha: The Demon Boy in the Sea" (referred to as "Nezha 2") and ask for cooperation ......" This is a topic of common concern for many brands after the release of "Nezha 2".

With the popularity of "Nezha 2" out of the circle, the IP derivatives of this movie are also selling well, and even the purchase of blind boxes, figures, badges, cards, etc. need to wait for a few months before delivery, and some scarce cards are even more "worthy" to thousands of yuan a piece. Relevant data show that the revenue of the "Nezha 2" series of IP derivatives may reach 10 billion yuan to 15 billion yuan, and its total commercial value may reach 30 billion yuan to 35 billion yuan after expanding the IP audience through the movie hit.

The huge energy erupted from the little Nezha stirred a pool of spring water in the cultural industry. It is no longer the movie itself that has become popular, but also the super IP that leverages the development of the industry.

"Nezha 2" is too popular! The pre-sale of derivatives has been scheduled for June

Last weekend, Red Star News reporters successively investigated a number of online and offline stores in Chengdu that sold "Nezha 2" derivative products.

In a shopping mall in Chengdu, I saw that the card "Doutian Bao EX Version" of "Nezha 2" has become the most sought-after commodity, even if a box is priced at 180 yuan, there are still many people who choose to directly "end the box", and some customers even buy two boxes. Another popular card game is the "Nezha 2" movie collection card mixed ingots box, which has only one card in it, priced at 108 yuan. According to the clerk, Ao Bing's model has been sold out, and only a few boxes of Nezha's treasure box remain. On the second-hand platform, some scarce cards have a serious premium, and they are even fried to thousands of yuan a piece.

In Bubble Mart's store, many customers are asking about its "Nezha 2" series of blind boxes. Previously, this series was sold out on the first day of launch, and it was even more difficult to find a box offline, and the pre-sale delivery has been scheduled until June.

Bubble Mart's "Nezha 2" blind box figure

FunCrazy's official and genuine figure crowdfunding project launched on the new goods platform has also set a record. The project covers popular characters such as Nezha, Ao Bing, Ao Guang and the Lingzhu version of Nezha, and the final amount raised is as high as 32.12 million, far exceeding the target amount of 100,000. The number of transactions exceeded 75,000, and the total transaction amount exceeded 14.85 million yuan based on the cheapest figure of 198 yuan.

A crowdfunding project launched by FunCrazy

According to Taobao's official data, as of the end of February, the sales of peripheral goods of "Nezha 2" have exceeded 300 million yuan, breaking the record of "The Wandering Earth 2" for two years, and becoming the most gold-absorbing domestic film and television IP in the history of Taobao. More than 2 million people have purchased Nezha-related peripheral goods on Taobao, and among the 300 million yuan turnover, more than 200 million yuan have been sold for trendy toys such as blind boxes, figures, and cards.

The industry report previously released by Kaiyuan Securities predicts that the revenue of the "Nezha 2" series of IP derivatives may reach 10 billion yuan to 15 billion yuan, and further expand the IP audience through movie hits, and the total commercial value of IP may reach 30 billion yuan to 35 billion yuan.

The IP licensing fee may exceed 10 million, and the head brand will cooperate with the beach

The Red Star News reporter noticed that "Nezha 2" had reached cooperation with a number of brands before its release, including Bandai Namco, Jason Entertainment Group's card club, card game, Bubble Mart, iFoodToy, FunCrazy Play, Smart Imagination, Zeke and CITIC Publishing Group and other well-known brands, and the peripheral categories cover figures, assembly toys, plush dolls, movie collection cards, pinching music, acrylic gacha machines, cards, etc.

According to relevant industry insiders, most of the authorized partners of "Nezha 2" began to intervene in cooperation as early as "Nezha 1", and according to the value of the IP of "Nezha 2", the licensing fee amounted to millions according to different categories. According to a number of media reports, with the continued popularity of "Nezha 2", its related IP licensing fees have risen to 9 million, and it is likely to exceed 10 million in the future.

However, some industry insiders went to Guangguang Pictures after the Spring Festival and learned that the window for the external authorization of "Nezha 2" has basically been closed, in order to ensure that the previously licensed products can be brought to the market faster. But in the current hot market of "Nezha 2" derivatives sales, no one is willing to give up this cake.

"Nezha 2" peripheral derivatives market is hot Source: Visual China

China Literature, a well-known derivative brand in the industry, announced not long ago that through its cooperation with FunCrazy, it has obtained the domestic general distribution rights of FunCrazy's "Nezha 2" derivatives, and will cooperate in the sale of a variety of "Nezha 2" IP derivatives.

As a domestic company with many super IPs such as "Celebrating More Than Years", "Dafeng Beat the Guard", "Under One Man", "Breaking the Sky" and "Full-time Master", China Literature has mainly developed its own IP derivatives in the past. The second is that "Nezha 2" has set a new benchmark for Guoman's IP, and FunCrazy also has strong design and production capabilities, and the cooperation between the two sides can better meet fans' expectations for IP peripherals.

Reading good things hold hands and play "Nezha 2" derivatives

Hou Dingzhong, head of China Literature's derivatives business, walked into the cinema to watch "Nezha 2" on the second day of the Lunar New Year, and was shocked by the whole story. As an IP derivatives practitioner, Hou Dingzhong keenly felt that this IP derivative would be popular after watching the movie, so he immediately checked the matrix of its IP licensors, including some products that had been launched, "At that time, it was actually too late to get the license, and it was more feasible to quickly understand who got which authorized categories and what we could cooperate." ”

Piracy is still the biggest problem, but consumers and genuine copies "go both ways"

The popularity of "Nezha 2" has doubled Zha'er's value, but piracy is still the biggest problem. The sales of derivatives of "Nezha 2" are booming, genuine products are difficult to buy in the market, and piracy is flying all over the sky.

After the Red Star News reporter entered "Nezha peripherals" on the e-commerce platform, a large number of unauthorized derivatives appeared, covering almost all common animation peripheral categories. From refrigerator magnets, key chains, pendants, blind boxes, brooches, badges to daily use of mobile phone cases, pillows, pinching music to various figures, dolls, there are many kinds and variety.

These pirated goods are not only more diverse in style than genuine licensed products, but also have low prices, usually ranging from a few yuan to dozens of yuan, and some goods sell amazingly. Among them, a "Enchantment Beast Refrigerator Magnet" priced at 19.9 yuan has exceeded 1 million yuan in total sales on an e-commerce platform.

In fact, in the face of rampant piracy, Guangguang Media, the main copyright owner of Nezha's IP, took up legal weapons and sued a number of companies suspected of infringement. Among them, a game "Xianxia God Domain", which was suspected of infringing Nezha's IP, was asked by the court to order it to be taken off the shelves. However, from the perspective of the derivatives market, piracy is still repeatedly prohibited, and the effect of rights protection is not obvious.

According to industry insiders, genuine peripherals that are truly officially authorized usually have a clear brand identity and are generally not distributed in small or small-scale stores. If consumers can only get a vague response when they ask the merchant whether they are genuinely authorized, it can basically be judged as piracy. An industry insider said frankly that the problem of offline piracy will indeed be more serious, and it is basically difficult to control.

Hou Dingzhong said that generally speaking, each IP holder has a very professional legal team, and there is a special anti-piracy operation, which is divided into online and offline channels to crack down. For example, once a pirated product appears online, it will immediately communicate with the platform and ask for processing, punishment, removal and traceability of the source. He also mentioned that it is indeed difficult to crack down on offline pirated products, but he is also optimistic that today's consumers are actually more recognizant of genuine products, and everyone's awareness of copyright is increasing day by day. As far as he knows, most consumers now see their favorite IP derivatives, and the first thing they consider is whether this is genuine authorization, "This is actually a two-way process." ”

Red Star News reporter Qiu Junfeng editor Zeng Qi

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