China News Service, Beijing, June 17 (Reporter Wei Yuan) At the beginning of June, a toy named Da Duck became popular on social networks.

In order to get this "Da Da Duck", there are even "eater" and "purchase" services on the Internet, and on the second-hand platform, the price of "Da Da Duck" has also risen, changing from a "gift" to an expensive commodity. .

　　According to market statistics, as of May this year, in the past three months, Sina Weibo has had 2.128 million discussions on the topic of "Chaowan", especially in February with the opening of the 2022 Beijing Winter Olympics, Bingdun Dun has become the "top stream" in the trendy game industry, pushing the discussion of trendy games to the top.

　　According to the data of Sina Public Opinion, the core hot words in the fashion game field in January were "KFC", "Blind Box", "Winter Olympics" and "Bubble Matt"; The Olympic Games” and “Bingdundun” were launched; and in May, KFC’s “Da Da Duck” attracted enthusiastic participation and discussion on the entire network.

The dumb-headed expression, the swaying hands, and the magical brainwashing background music made Da Duck quickly occupy the minds of netizens.

　　CITIC Securities predicted in the research report that the market space for Chaowan is still broad, and the market size is expected to reach 50 billion yuan in 2022.

The "China Innovation Economy Report 2021" released by Huaxing Capital predicts that by 2024, the scale of trendy toys will reach 76.4 billion yuan.

　　IP is the core business value of Chaowan.

The generation of fan gathering behavior is based on the pursuit of IP.

The competition in the Chaowan IP market is a brutal shuffling process, and the IP image that has been eliminated is basically not likely to be re-accepted.

High-quality original IP is the magic weapon for Chaowan to win.

　　Statistics show that in the past rolling year, consumers' negative comments on the fashion play market, such as "workmanship problems", "no new ideas", "inconsistent with the real objects", and "quality problems" accounted for a relatively high proportion, which became the trend of fashion play. market focus.

　　The current trendy game market is still facing a mixed situation, such as the price of tens of thousands or even hundreds of thousands, extremely opaque transaction information, difficult to distinguish between true and false, and high-priced speculation and other old problems still exist.

　　At present, many domestic trendy game communities have successively introduced risk control measures, including real-name authentication, strictly prohibiting minor users from purchasing, and system price limits.

"Commodities with excessively high prices will be directly restricted from being put on the shelves, and resale is prohibited," said the relevant person in charge of the domestic top trend culture platform nice.

　　The nice platform has also reached cooperation with brands in different fields such as Wen Heyou, xVESSEL, Modern Sky, and many young independent artists, and jointly launched trendy products including skateboards, prints, trendy sculptures, etc., and made efforts to create high-quality original IP. .

　　Dong Xinrui, an expert in the Beijing Intellectual Property Expert Database, said that the core element of Chaowan is the IP itself. How to develop IP that can obtain continuous traffic and increase the layout of surrounding industries is the way to develop and operate in the future.

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