Starting from April, iQiyi’s self-made animation "Du Dangman" peripheral toy products have officially landed in major toy stores, supermarkets and online stores across the country, in iQiyi Mall, Taobao, JD.com, Kid King, Redbaby, etc. Shopping platforms, as well as offline stores such as Toys R Us, RT-Mart, Wal-Mart, Carrefour, etc., will be able to purchase genuinely authorized Dutangman toys. IQiyi is opening up the closed-loop industry derived from animation to toys and IP, and continues to enrich the monetization capabilities of the platform.
"Du Dang Man" is a new 3D children's animation produced by iQiyi. It has been produced for three seasons and a total of 78 episodes, of which 26 episodes of the first season have been exclusively broadcast on the iQiyi platform in January this year. Achieved the excellent results of the third-ranked children's animation hot list. This animation is aimed at preschoolers aged 3-6. It personifies various toys that children are familiar with. It tells how the toys help others to solve with the help of their magical partner "Du Dangman". A short story about difficulties and wishes. It is worth mentioning that before the animation was officially launched this time, iQiyi planned the future derivative development path in detail with the "Du Dangman" IP as the core, and successfully cooperated with Guangdong Sicheng Intelligent Toys Co., Ltd. in October 2018 Signed a contract to develop related authorized toys of "Du Dang Man". The toys of the "Du Dang Man" series are based on the character image of "Du Dang Man" and vehicles such as police cars and fire trucks transformed in the film. Different gameplay methods such as creative assembly and manual deformation are added to cultivate children's hands-on ability. At present, 19 "Du Dang Man" series toys have been launched in major online and offline sales channels. In the future, more new series such as track scenes and smart toys will be launched. IQiyi has been committed to the innovation of the development model of the entire IP industry chain. This attempt at the pre-authorization and development of "Du Dangman" not only brings direct commercial value to iQiyi, but also further enhances the influence of animation works. Derived to offline, bringing more attention and market prospects to toys. In the future, iQiyi will continue to expand IP licensing business cooperation in books, stationery, clothing and other business formats around the "Du Dang Man" animation.
After years of growth and accumulation, iQIYI’s "apple tree" model with video as the mainstay has formed an ecological "orchard" that encompasses multiple entertainment formats. It grows simultaneously with it, and is a recyclable mature IP ecological link— —Continuously incubate rich video content from upstream businesses such as novels, comics, and light novels that are the source of IP, and then maximize the commercial value of IP through licensing formats such as games, goods, and services downstream of the industry. In terms of self-made animation, iQiyi has successively created many classic IPs such as "Spirit Realm", "Whale Riding in the Four Seas", and "Invincible Deer". Get through the popular fields such as novels, animations, super online dramas, mobile games, VR games and even cinema movies. For example, the live-action TV series "Spirit Realm" is currently under preparation. In addition to opening up the two-dimensional industry chain, iQIYI has also been trying to develop variety show IP and film and television drama IP for the entire industry chain: the phenomenon-level network comprehensive IP "Hot-blood Street Dance Troupe" cooperated with The Family to create the first "IP+ Festival" model, which was created offline 15 "Hot-Blood Street Dance Troupe" themed stores, allowing the brand and iQiyi to share the IP realization dividend; the same S+ variety show "China New Rap" authorized the cooperation with 13 brands, making "R!CH" a "representative of China's youth" The IP symbol of “people’s street fashion culture” leads the lifestyle of young people.
According to the fourth quarter financial report data as of December 31, 2018, the other income of iQiyi reached 1.1 billion yuan in the fourth quarter of 2018, a year-on-year increase of 129%, accounting for 16% of total revenue. In the future, iQIYI will continue to make efforts to produce content, and continuously enrich the nine major IP monetization methods including advertising, paid membership, publishing, distribution, and derivative business authorization by incubating premium IP. The “eat more fish” model has matured. (Li Jing)
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