Among them, Jinan Yifulai Network Technology Co., Ltd. has undergone a number of industrial and commercial changes. Original shareholders such as Ningbo Ganbei Equity Investment Partnership, Sanqian World Cultural Industry Investment Partnership, and Gongqingcheng Shangqi Investm

After ByteDance and Tencent launched buy-buy-buy, Bilibili (BILI.US) also ushered in the buy-buy-buy mode.

Recently, according to Tianyancha news, Bilibili fully acquired ACTOYS, an animation peripheral model and toy network.

Among them, Jinan Yifulai Network Technology Co., Ltd. (ACTOYS) has undergone a number of industrial and commercial changes. Bilibili affiliated companies Ningbo Ganbei Equity Investment Partnership (Limited Partnership), Sanqianshijie (Kunshan) Cultural Industry Investment Partnership (Limited Partnership), Gongqingcheng Shangqi Investment Management Partnership (Limited Partnership) and other original shareholders have all withdrawn. Currently, Station B (Shanghai Huandian Information Technology Co., Ltd.) has become the sole shareholder of the company, with a shareholding ratio of 100%. At the same time, AC Model Play Xu Yang, the founder of Bilibili.com, withdrew from the legal representative position of the company and was replaced by Zheng Binwei, the founder of Bilibili.

According to public information, ACTOYS Model Play Network was established in September 2001. It was initially developed as a community forum. At the same time, this website is also a gathering place for hard-core Transformers model play fans. It is reported that after registering an independent domain name in 2004, the theme of the forum expanded from a single Transformers toy to various model toys. Toy Frontier browsed this website and found that in addition to Transformers, the website also has One Piece, Saint Seiya, Hot Toys, Japanese figures, Dragon Ball, Gundam, Clay and other series of model toys. Among them, the clay figure series are priced between 3,000 to 5,000 yen (196 to 326 yuan), and the general height is around 100 to 120mm.

For senior model players, not only can they exchange collection experiences with other enthusiasts, but they can also buy and sell freely under the rules of the ACTOYS platform and resell their own toys and models.

In 2014, the company received angel round financing from Sinovation Ventures and Youqi, and ACTOYS began to enter the figure industry.

In 2015, ACTOYS began to transform into an e-commerce platform, established a model toy trading system using the forum as a carrier, and became the largest free model toy trading platform in China.

At the end of 2016, ACTOYS once again reached a turning point. It was no longer a single e-commerce trading platform, and began to shift from a channel to a manufacturer, developing into a manufacturer of figures and boxed egg products. At present, the company has set up offices in Beijing, Jinan, Guangzhou and Japan, with more than 300 employees, and the factory in Dongguan has more than 200 employees. In addition, according to Sanwen Entertainment, ACTOYS's "Meow Meow Bag Full of Swinging Bells" (referred to as "Cat Bells") sold approximately 1.5 million units in 2019, bringing ACTOYS's annual revenue to nearly 100 million yuan.

ACTOYS has also attracted considerable attention from the capital market in recent years, and its financing process from 2014 to 2020 can also be seen. In 2015, ACTOYS received Pre-A round financing from Station B (Bilibili); in 2017, it received tens of millions of Series A financing from Huachuang Capital, which was used to expand the figure design team and production team and increase the number of products. In 2019, ACTOYS received tens of millions of Series B financing from Sanqian Capital and Station B (Bilibili).

In addition, the company has currently signed contracts with many top domestic IPs for the planning, development and production of figures, including "Inhumans", "Arknights" and "Onmyoji". The Japanese IPs it has signed and signed include "Natsume's Book of Friends" and "Sword Art Online" among others. In terms of business cooperation, ACTOYS has cooperated with leading platforms Tencent Comics ("Fox Fairy Matchmaker", "Under One Person"), Bilibili (2233 Girl), "Youyaoqi", NetEase's "Onmyoji", etc.

At present, model play is no longer a subculture. 52TOYS, Twelve Buildings Culture and other related companies continue to receive financing news, as well as the listing of Bubble Mart, as well as the company’s performance growth rate in the past three years, such as 2017-2019 The total revenue in the three years was RMB 158.1 million, RMB 514.5 million, and RMB 1.6834 billion respectively, and the net profits were RMB 1.6 million, RMB 99.5 million, and RMB 451.1 million respectively. These have allowed investment institutions and large enterprises to see the trendy toys, figures, and Huge potential behind the model.

A senior model player said that girls may spend more on this product than boys, but once boys get into the trap, it is difficult to get out. Some boys like Transformers and they will not change for 40 years. They are truly " Diehard fan." In terms of cost, even for model toys that cost thousands of dollars, there are still a large number of adult consumers who are willing to pay for them.The purpose of Bilibili’s wholly-owned acquisition of ACTOYS is to develop the value of the figurine and trendy toy market. In the future, this may become another growth point after games.

In addition, Station B has recently "recruited" 35 domestic non-governmental localization organizations. Currently, these 35 localization groups have undertaken the localization work of 166 genuine Japanese comics. This is because it is difficult for official translations to satisfy many comic fans’ pursuit of translation quality. In order to retain two-dimensional users, this cooperation was probably born naturally based on the needs of both parties.