The hottest IP this year is the squid game.
According to CCTV Financial Report,
In the two weeks after the show went live, sales of white sugar, the main ingredient for making caramel cakes in Korean convenience stores, increased by 45% compared with the previous two weeks.
Caramel cake mold sets were even sold out of stock online, and finished caramel cake sales nearly tripled.
The peripheral products such as game props and character costumes in the play also continued to explode in China.
Previously, in a treasure search for "squid games", you will find that there are already merchants who have begun to sell various props that appear in the play.
Such as sugar cakes, masks, coats, posters, etc., sales are basically high, so that many merchants make a lot of money.
However, according to the latest news,
On domestic Taobao, the peripheral products about squid games have all been removed from the shelves.
Let many small and medium-sized sellers who have been following the trend for some time before and hoarding a large number of goods have suffered heavy losses.
Hugo Mushroom specifically went to search for it, and it was true.
And this seems to be related to the fact that the copyright holder of the squid game Netflix personally defended his rights some time ago.
According to the news of Yien Network, many squid game products released by Amazon sellers have been removed from the shelves by Amazon before.
Even some sellers' sales balances are frozen.
Photo/ Yien Network
The email shows that Amazon claims that the products sold by the sellers are suspected of infringing the intellectual property rights of others, and the sales infringe the intellectual property rights of others.
The contact information at the end of the email is displayed as netflixcounsel@gibney, which is the producer of the Squid Game TV series.
Speaking of which, as the world's largest long video streaming platform,
Netflix does have unmatched media influence around the world.
Previously, he has also produced many blockbuster works such as "House of Cards" and "Narcos".
According to some data, as of the first half of 2021, Netflix has more than 210 million paid membership users.
But this year, subscription growth has slowed after a surge in early COVID-19 registrations, and competition from companies like Disney Plus, HBO Max and Apple TV Plus has heated up.
The consumer-oriented strategy is part of the revenue diversification that Netflix is advocating this year.
For products sold on the Netflix Hub, Netflix licenses its intellectual property to manufacturers and derives a percentage of revenue from manufacturer-to-retailer sales, while sales of IP products also serve as a way for Netflix to acquire more subscribers.
A review of the Google Trends Search Index reveals that since the launch of Squid Game,
The search volume for skateboard sneakers for its related products increased by 7800%.
Meanwhile, according to the New York Times, searches for vintage sportswear have almost doubled on the shopping platform Lyst. In particular, the demand for the thrilling doll outfit in the squid game, wearing yellow T-shirts, orange dresses and knee-length socks, is also growing.
It seems that overnight, Netflix gave birth to its own squid game economy,
There are dozens of IP products available for sale, such as black masks, emerald sportswear and plush toys.
In contrast, this way of monetization has already made Disney and other large film manufacturers make a lot of money.
Disney "Princess Costume"
It's unclear how seriously Netflix is selling show IP products directly online to consumers.
Maybe it's just an experiment of theirs, and it is estimated that Netflix will pave the way for future monetization.
————————
Unlabeled image sources: Weibo, extranet finishing