2019, the domestic box office of the animated film "Nezha: The Devil Child Comes Down" exceeded 4.9 billion yuan, and its official derivatives also launched crowdfunding activities. Public data from crowdfunding shows that as of the beginning of October, "Nezha" crowdfunding has reached 18 million yuan, setting a new record for domestic movie derivatives. However, compared with the IP development plans of mature overseas companies, the crowdfunding behavior of "Nezha" only started when the movie box office received 2 billion yuan is lagging behind, and the earliest delivery time of crowdfunding products is after the National Day. The night is June 2020.
The peripheral products of the general works will be sold at the same time as the works are sent. At this time, the works are the hottest. Consumers are easily driven by emotions to consume the derivative products and realize the economic benefits of the works’ surrounding industries. In the second phase of the sale, the manufacturer will make adjustments based on the previous sales situation, and carry out the second re-engraving sale of derivative products to achieve the most reasonable profit effect.
Some people think that although "Nezha" has considerable box office revenue, its derivative product development is still at a lack stage, and it has not been included in the brand's complete industrial chain. Like "Nezha", there is also "Pleasant Goat and Big Big Wolf", which was launched in 2005, with a revenue of several billion yuan. According to unofficial statistics in 2009, the derivative economic benefit of "Pleasant Goat and Big Big Wolf" reached 100 million. yuan. The economic potential of
cartoon characters
, as a symbol of information transmission, is essentially a service-oriented product. Consumers can feel the personality and psychology of cartoon characters through the external image design of cartoon characters and character stories, realize the three-dimensional image of cartoon characters, and get unique consumer experience. With the development and improvement of related industries, savvy entrepreneurs have discovered that cartoon characters have not only cultural value for viewing, but also economic potential. Products with different character characteristics have different attributes, that is, endorsements, and the way to commercialize them twice. The most successful representative cases of
are the Marvel series and the Disney series in the United States. Japan, where the animation industry is developed, is also one of them. They are professional and systematic in the development of works, and have a thorough understanding of consumers' psychology. They will single animation Movies, movies and books have been pushed into a new class, igniting a national and global craze.
Marvel has a unique advantage in understanding their own characters. They keep their character characteristics and make adjustments to cater to the market, designing new characters to prevent the audience from being eliminated. Whether at home or abroad, Marvel’s new films can make a fortune when they are released, but films are not the only way for Marvel to make a profit. Derivatives and peripherals also contribute to Marvel’s economic construction. One of the derivatives of
Marvel is to develop and expand existing hero images, and use IP linkage to display and sell their products in countries around the world. In 2018, the Marvel series and Uniqlo linked shirts were swept away by fans as soon as they went on sale. Today, Marvel covers all aspects of peripheral development, focusing on consumers, using character stories as a buying point, and high-quality products as a carrier to firmly hold consumers in their hands and cultivate many brand loyalists.
Disney's diversified economic benefits have also benefited. As one of the world's well-known IPs, Disney's distinctive characters and fantasy stories have won many consumers. The amusement park area also inherited the characteristics of the film, attracting many tourists. Diversified income methods naturally include derivative development. Most of the Disney derivative products cover young children and guarantee consumption. According to the data provided by Disney, there are more than 7,000 products in Shanghai Disneyland, and the overlap rate of products with Disney flagship stores in the same district is low.
Disney not only sells peripherals in the park, but also launches cooperative models with other companies through IP authorization. This same sales method as Marvel allows Disney to obtain a new round of economic benefits. The future of the development of the
industry
According to the "Global Derivatives Revenue TOP10 Movies" list statistics, as of the end of 2018, Disney has become the world's most profitable film company with $58.6 billion in revenue. Among them, a single "Star Wars" was filmed from 1977 to 2019, and 10 films received a global box office of 6.49 billion U.S. dollars, and the revenue of derivatives was as high as 32 billion U.S. dollars. On the other hand, in China, although "Nezha" was successful, its secondary commercial value has not been deeply developed, and its 18 million yuan crowdfunding amount seems to be insignificant. This phenomenon is not limited to a work of "Ne Zha", a companyBrands, developers, and investors discarded after using up an IP, missing the industrial economic upgrade, causing the overall domestic development environment to lag behind. Relevant professionals believe that the root cause is the lack of domestic derivative development awareness and development cost issues.
"Nezha" was nominated for Oscar in mid-October 2019. Even though the brand awareness has not been achieved, this step in the industry is already commendable. As one of the many domestic IPs, there is still a long way to go to truly realize the brand effect. Investors who carry out crowdfunding are still afraid that consumers will not buy it, and the development cost will be difficult to recover. Relevant professionals believe that the difficulty of commercialization in the animation industry is that users have not grown up, and there is still a lot of room for development. In the future, there will be professional derivatives companies that will push domestic animation film derivatives to a new level.
