Liu Cixin's sci-fi work "The Three-Body Problem" animation version and live-action TV series hit, as well as another sci-fi work "The Wandering Earth 2" film version hit the Spring Festival, which drove the sales of peripheral derivatives. The total amount of crowdfunding related to "The Wandering Earth 2" has exceeded 100 million yuan, and it is also the only domestic ip peripheral crowdfunding project that has exceeded 100 million yuan. Its popularity can be called "phenomenal level". Initially, this expected goal was only 100,000 yuan.
Crowdfunding project declared "sold out"
Fans shouted to continue to launch new
In "The Wandering Earth 2", high-tech props such as exoskeleton armor, door frame robot, robot dog "Benben", quantum computer moss, etc. Attention, the derivatives became the "popular items" ordered by science fiction fans for a while. Peripheral products in the crowdfunding project include mechanical dog Benben assembled finished model, moss assembled finished model, digital life card USB flash drive + card reader, XCMG joint excavator simulation model, etc. From the perspective of the number of transactions, the robot dog "Benben" is the most popular, and the product has been added to the fourth batch, and the finished product will have to wait for 6 months at the fastest. At present, the platform shows that the products under this crowdfunding project are all sold out. Even so, movie fans are still not satisfied, and the online "promotion" continues to "new".
At the same time, the shops that mainly deal in the peripherals of the two film and television works have been listed on the top 1 list of art ip derivative shops on the e-commerce platform. Among the "Three-Body" peripherals, the brass bookmark "I have read it, I don't understand it" is the most popular. This sentence comes from the original book. Word of mouth is passed on with relish. The combination with bookmarks has attracted many book fans. In addition, the metal badges of ETO (Three-Body Organization on Earth) and PDC (Planetary Defense Council), as well as quote refrigerator magnets selected from the classic text in the original book, are all hot-selling products.
In addition to crowdfunding projects, the peripherals of "The Wandering Earth 2" developed by a number of genuine authorized derivatives manufacturers are dazzling. Key chains, mugs, canvas bags, remote control smart building blocks... the monthly sales volume has reached more than 10,000 pieces. Among them, the price of a general single product is around tens of yuan, and the highest price is the remote control intelligent building block replica robot dog "Benben", which is priced at 899 yuan. Many consumers said that they were fans of "stupid" after watching "Little Broken Ball", and hurriedly bought the same toy and went out to "walk the dog".
Sci-fi works ignite cosmic fantasies
Domestic film and television derivatives have innovative cases
The arrival of intensive sci-fi film and television works has completely ignited everyone's infinite imagination about the relationship between human beings and the universe, and has also driven the popularity of science fiction, aerospace and other peripheral products. In addition to peripheral products, the data from the e-commerce platform shows that the search volume of keywords such as "mech", "spaceship" and "universe" have recently increased.
Although the domestic film and television derivatives industry has not developed for a long time, in recent years, many film and television companies have promoted project development through crowdfunding, and many innovative cases have emerged. The first part of "The Wandering Earth" set a new record for crowdfunding of domestic film derivatives with a total pre-sale of 14.52 million yuan; the cartoon "Journey to the West: The Return of the Great Sage" customized a batch of derivatives such as dolls, mobile phone cases, and notebooks in advance , the sales revenue of various derivative products on the first day of its launch exceeded 11.8 million yuan, creating a single-day sales record for domestic film derivative products. The peripheral products of the cartoon "Nezha: The Devil Boy Comes into the World" are also very popular. The officially authorized hand-made crowdfunding project launched on the day of Qixi Festival, the sales exceeded one million in just 3 hours.
Demand for high-quality Chinese culture rises
Domestic IP has great potential
According to industry insiders, the "movie + toy derivatives" model has become very mature overseas, and this model has greatly empowered the film and toy industries. China's film industry is still dominated by revenue from box office and video platforms, with derivative products accounting for less than 7% of the total. The market has great potential. This will also prompt more film producers to consider the derivatives link in advance when shaping the film IP, put this link in advance, and more actively reach cooperation with toy manufacturers to jointly explore the development path of the Chinese film derivatives market.
At the same time, although a large number of foreign trendy cultural elements and overseas IPs currently occupy the domestic cultural position and mainstream consumer market, the speed of traditional cultural revival and the public's demands for high-quality national trendy culture are also rising. According to media reports, an independent original project supported by the cultural and creative crowdfunding communityBrands as an example, the Guochao series performed well, such as ancient architectural mortise and tenon building blocks, crowdfunding exceeded 3.85 million yuan, the "National Treasure Menghua" series of Pixiu figures received 1.14 million yuan in crowdfunding, and the Donglaiye series of Guochao figures, The transaction volume reached 3.31 million yuan. The trendy play industry with the "Z generation" as the main consumer group still has a lot of room for imagination in the future.
Qianzhan Industry Research Institute believes that the current movie derivatives market still has a lot of room for development, but there is no mature industry chain, among which rampant piracy is recognized by the industry as the most important reason. In addition, Chinese consumers' payment habits are not as mature as those abroad, domestic awareness of intellectual property protection is still relatively weak, and China's IP is not strong enough, and the ability to convert into consumable derivatives still needs to be improved. An important reason for the failure to form a mature industrial chain.
Text/Reporter Chen Si
Some pictures in this edition are from the official brand
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