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In recent years, the crowdfunding model has been continuously successful in the cultural and entertainment industry, especially in the creation of IP peripheral derivative products.
Consumers' awareness and acceptance are gradually increasing, IP crowdfunding projects cover more and more types, and the amount records are constantly being broken.
From the perspective of industry insiders, there is no shortage of excellent manufacturers in China, but what is lacking is big IP.
Recently, the derivatives of "The Wandering Earth 2" have been widely sought after, which verifies that the "movie + derivatives" model already has the soil for localization.
This year's Spring Festival movie, "The Wandering Earth 2" received rave reviews, with a box office of over 3.4 billion yuan, which also drove the boom in the movie derivatives market.
The movie’s derivative products have achieved good results in crowdfunding projects on online platforms. Among them, the original target amount of crowdfunding products for Saifan science fiction was 100,000 yuan, and it has raised more than 120 million yuan in two weeks, refreshing the amount of crowdfunding for IP peripheral products. record.
Why does IP crowdfunding repeatedly break records?
What is the development prospect of the "movie + derivatives" model?
The reporter of "Worker's Daily" conducted an interview on this.
"The Wandering Earth 2" derivatives market is booming
The hot screening of "The Wandering Earth 2" has driven the boom in the movie derivatives market.
The companies participating in the development of derivatives of "The Wandering Earth 2" include Saifan Science Fiction, 52TOYS, Brook Building Blocks, Shangtang Technology, etc.
Among them, the products of Saifan Science Fiction mainly include MOSS (artificial intelligence robot in the movie) assembled version, MOSS finished version, digital life card customized version, Benben (mechanical dog in the movie) assembled version, and Benben finished version, etc. The price is between 149 yuan and 488 yuan.
Saifan science fiction crowdfunding product originally had a target amount of 100,000 yuan, but as of February 1, it has raised more than 120 million yuan, and the crowdfunding has ended ahead of schedule.
The peripheral crowdfunding of this series has set a new record for the crowdfunding of Chinese film and television peripherals and the pre-sale of assembled models in China.
52TOYS, as the only official authorized party of deformed toys in "The Wandering Earth 2", launched a co-branded deformed mecha toy based on Benben, priced at 168 yuan.
As of February 7, it took more than two weeks, and the amount raised by this product in Taobao crowdfunding has exceeded 10 million yuan, far exceeding the original target amount of 100,000 yuan set.
Industry insiders pointed out that among the peripheral products surrounding "The Wandering Earth 2", Saifan Science Fiction pre-sold 190,000 stupid assembled version products and a crowdfunding amount of 120 million yuan, which made the domestic entertainment industry and consumer market look at each other with admiration.
And 52TOYS pre-sold deformed mecha toys crowdfunded more than 50,000, which is also a pretty good result.
Realize the commercialization from 0 to 1
The first time that IP crowdfunding attracted widespread attention was in 2018, when Modian launched the Forbidden City Publishing House "Mystery Palace Ruyi Linlang Atlas", the first interactive puzzle game book in the Forbidden City, and raised more than 20.2 million yuan, setting a record at the time. highest record.
In recent years, the crowdfunding model has been continuously successful in the cultural and entertainment industry, especially in the creation of IP peripheral derivative products.
Consumers' awareness and acceptance are gradually increasing, IP crowdfunding projects cover more and more types, and the amount records are constantly being broken.
"As a new marketing method, crowdfunding can help us better interact with players, achieve accurate product exposure based on the traffic of the official crowdfunding platform, and attract more consumers to pay attention to high-quality projects. At the same time, through different gears The settings can help players unlock more benefits. As crowdfunding continues, more benefits will be unlocked, which effectively improves the player's consumption experience." Wang Yin, senior product director of 52TOYS, told the reporter of "Workers' Daily". The film derivatives model is in the early stage of domestic development, and there are uncertainties in the market. Crowdfunding can help companies estimate production capacity in advance and make better product reserves at the supply chain end.
The relevant person in charge of the China Toys and Baby Products Association said that the reason why IP product crowdfunding records are frequently refreshed is that the core of this business model is that this business model can deeply tap the fan economy, give full play to the attractiveness of IP, and use Internet platforms and communities to mobilize Fan Power raises funds for IP projects.
Especially for creators with a certain fan base but a limited budget, crowdfunding can help them achieve commercialization from 0 to 1.
Industry insiders pointed out that the reason for the record-breaking crowdfunding of derivatives of "The Wandering Earth 2" is that the blessing of the IP of "The Wandering Earth 2", the amplification effect of the Taobao platform, the emotional value of sci-fi fans, the reasonable price, and the design allow The general audience who supports the film sees various factors such as sincerity.
For example, in terms of emotional value, the essence of peripheral derivatives is a "fan economy", in which fans pay money and also add emotional value to it.
Wang Yin said that the emotions of the clumsy characters in the film are consistent with the emotions behind the 52TOYS transforming mech toys.
In the film, the character Tu Hengyu suffered a fatal injury. When Benben was reminded to escape, he was always by Tu Hengyu's side, which was touching.
The "Movie + Derivatives" model is promising
Film derivatives are closely related to the development of the film industry.
The "2022-2027 Film Derivative Products Industry Market In-Depth Analysis and Development Planning Consulting Comprehensive Research Report" released by China Research Puhua Industry Research Institute shows that my country has become the second largest film market in the world.
However, compared with the mature development models of foreign countries, the development of my country's film derivatives market is still in its infancy, with huge room for development.
Overseas, the "film + derivatives" model makes the film industry and the toy industry closely linked, and jointly promotes the growth and long-term development of both industries.
Take the "Star Wars" series of films as an example. From the first film in 1977 to 2020, the global box office of the released films totaled 10.291 billion U.S. dollars, while its authorized merchandise revenue has reached 42.217 billion U.S. dollars, four times the box office.
It is understood that at present, more than 90% of the income of the domestic film market comes from box office and product placement, and the income from film and television derivatives accounts for less than 10%. There is still a vast market for the film derivatives industry that needs to be developed urgently.
From the perspective of industry insiders, there is no shortage of excellent manufacturers in China, but what is lacking is big IP.
Foreign big IP derivative products are generally produced in China.
The derivatives of "The Wandering Earth 2" are widely sought after, which verifies that the "movie + derivatives" model already has the soil for localization, and expands the imagination space of the brand and the domestic toy industry.
"The success of crowdfunding this time allows us to see the hope of the domestic film derivatives industry, and gives the industry more confidence and motivation. I believe that the entire industry will show a trend of rapid growth in the future." Wang Yin said.
Yang Zhaokui
Yang Zhaokui