Disney animation "Frozen 2" will be released in mainland China on November 22. According to Maoyan data, as of press time, this 13-day cartoon has a cumulative box office of 656 million yuan in mainland China. Based on the current box office data, the results of "Frozen 2" have not broken the world, but its licensing and IP-generated derivatives have created unprecedented miracles.
"Frozen" was born in 2013, and it generated nearly tens of billions of dollars in revenue in 6 years, and successfully squeezed into the world's 50 most profitable popular IP list. The second film released in 2019 has a huge difference in word-of-mouth. After watching the movie, people generally complain about the outdated plot and far inferior to the previous one. "Frozen 2" currently has a Douban score of 7.3, which is a full point lower than its predecessor. However, fans unanimously praised the impeccable costumes, makeup and scenes of the characters in the play, which is perfect. This is also in line with the original intention of Disney's creation: all designs are for offline consumption. To be more precise, "Frozen 2" is a super IP for children, just beautiful, other things are not important.
cartoon? No, this is a clothing promotional film
"Frozen 2" is a "functional" film, essentially more like a clothing promotional film. The design of the princess dresses of the heroines Aisha and Anna is inspired by Alexander McQueen and Dior's couture dresses. The top animation technology not only shows the delicate texture of the fabrics to the fullest, but also ensures that the clothes are as close to the real scene as they follow the movement of the characters. It gives people a visual shock, and no girl can resist the "temptation" of a princess dress. According to Brittney Lee, head of Disney's visual development team, they must also consider the design of physical clothing when creating animation ideas. If you start with a visual effect, the real thing corresponds to an expensive luxury dress. But to ensure the maximum popularization of movie derivatives, it is necessary to find alternative cheap materials, design clothing close to the film effect, and finally realize mass production and sell to tens of thousands of children.
In the first year of "Frozen", the princess dress of Aisha and Anna sold 3 million in North America, generating 450 million U.S. dollars in revenue, and generating an average of 1 billion U.S. dollars for Disney every year for the next five years. Product income, in addition to clothing, also includes Lego toys, game products, household items, and co-branded beauty products.
In the Disney Tmall flagship store in China, the new version of "Frozen 2" Aisha and Princess Ann are priced at 299 yuan, and the monthly sales are nearly 800. The monthly sales of scarves, gloves, and princess dresses are among the best. It is worth mentioning that the ANTA children's and film licensing cooperation series of children's clothing under the Chinese brand Anta, develops down jackets, sweaters, sports shoes and other autumn and winter children's products, and continues to consolidate the emotional connection with consumers through IP.
The economy behind the "big girl"
In addition to children, many adult women have also become consumers who buy derivatives of "Frozen 2". Behind this is the "dress-up game" that accompanied their growth: Barbie, QQ show, role-playing in online games, to the popular face-squeezing game, dress-up game "Shining Warm"... Costumes increase the player’s sense of substituting the role, and the increasing reliance on women for sales targets of businesses is a projection of the rapid rise of "her economy" in the market.
According to data released by the National Bureau of Statistics, as of 2018, the female population in mainland China was 680 million, of which the middle-class female population with the most spending power was 77.46 million, and the total value of the female consumer market was as high as 4.5 trillion. Economically independent women are ushering in the re-creation of their identity, and their right to speak in the family and society has been equal to that of men. Because of this, Disney changed the protagonist's identity from princess to queen, completing the revolutionary role reversal.
Disney listed "her economy" as the focus of authorization at the "Walt Disney Greater China Launch Meeting" held in Shanghai this fall. The relevant person in charge said: "In the future, Disney will spend more time on female consumers to develop derivative products that they are willing to consume in order to develop targeted product channels."
