IP derivatives are one of the most important commercial income in the entertainment content industry. The scale of the 100 billion market and the improvement of capacity supply effect have made the IP derivative market a delicious bun.
"Variety Show + Co-branding" traffic strategy has become the "step-down" for trendy toy start-ups.
took the traffic express train of variety shows
before the blind box of "Rural Love" became popular. Major content platforms also smelled this smell, opened up more content resources, and looked for connection points of "content + trendy toys". This year, iQiyi launched an archaeological blind box when "Online! Luoyang" was launched. Youku's move is even more straightforward, "This! The blind box series of Street Dance 4 is the same as the star style.
trendy toys have a natural fit with variety show content. It connects content and consumption, is more malleable than traditional derivatives, and can capture the "pocket" of young people.
For the new IP that has just entered the market, taking advantage of S-level variety shows is a "fast channel", especially in the dazzling market for trendy toys. The exposure and promotion of variety shows over 100 million have given new IP a separate stage SHOW, which is an excellent "time" to attract fans and attention.
In May this year, JELLY MONSTER Studio hit it off with the content e-commerce platform "Xiaomang", a subsidiary of Hunan Radio and Television. The cold and cool flavor of FINAL under JELLY MONSTER "hits" "Brother Who Overcomes Troubles", thus opening up the creative trendy toy design based on FINAL.
FINAL X "Brother Who Overcomes Troubles" co-branded
FINAL and Jams Li Zhu
talked about cooperation from May, and JELLY MONSTER will be completed by June 10 3D drafts of ten products were put into the factory for development. In October, FINAL X "Brother Who Overcomes Troubles" co-branded blind boxes were launched.
As the variety show starts, Weibo #Brother Who Overcomes Troubles# is constantly rising, with readings reaching 12.5 billion and discussions reaching nearly 9 million. The popularity of variety shows directly drives the topic of joint trendy toys, #FINAL that overcomes obstacles# #Happiness of having brother blind boxes# has become a topic of discussion among netizens.
"Brother Who Overcomes Trouble" co-branded blind boxes have also attracted the attention of offline retail channel manufacturers and offered good sales price codes.
This time, JELLY MONSTER skipped the "cold start". Anson, the manager of JELLY MONSTER studio, revealed that it took nearly half a year to explore a set of channels and coordinated promotional strategies. For JELLY MONSTER, "breaking a way" is more important than sales.
FINAL X "Brother Who Overcomes Troubles" co-branded manuscript
For start-up trendy toy IP, there are not many opportunities to capture fans. JELLY MONSTER has also entered some online platforms this year. However, for new players, the harvest situation of online channels is not ideal without fixed traffic.
Compared with online channels, offline exhibitions are the main promotion and sales channels for trendy toys at present, because players in offline exhibitions are more vertical than online. Among these exhibition groups, the "passenger fans" are far greater than the "iron fans", and there are not many fans who are truly converted into paid fans. JELLY MONSTER also tried to accumulate core fans, "We then brought fans who had been consumed at the exhibition to the core fan group separately and carried out targeted community activities."
has tasted the sweetness from Xiaomang's cooperation. JELLY MONSTER plans to continue to promote cross-border cooperation among its diversified IPs such as FINAL, ZVVZ and SUSU Whistle Girl.
It is understood that FINAL, a subsidiary of JELLY MONSTER, plans to reach 1-2 S-level project cooperation with Hunan Satellite TV every year; its "SUSU Whistle Girl" will launch in-depth IP cooperation with Alibaba Pictures and Youku in the next five years, including movies and variety shows, etc. In the field, it will also hold an offline special event in Hangzhou with Koi Naqu, a subsidiary of Alibaba Pictures. In January next year, JELLY MONSTER's "ZVVZ Mouth" and Paqu IP will reach a preliminary cooperation.
ZVVZ mouth-Prince Charming
Opportunity for latecomers
"Trade" has become a weight in the game market for the start-up trendy toy IP, but the traffic empowerment brought by variety shows and celebrities to trendy toy IP is more like a "meal replacement"— : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : —It's really fragrant, but it's poorly nutritious.
"Which model is the same as Lee Seung-hyun?" This is the most direct feedback from many fans. Judging from the popularity, this joint brand has gained a lot of fans of "Brothers", but not all of them are FINAL fans. This is also the reality that the JELLY MONSTER team and all traffic play players need to face. JELLY MONSTER is also discussing IP training with the platform. Their consensus is that "IP is the core of long-term measurement."
In this trendy toy "battle" this year, leading companies have developed towards industrial chain companies based on their respective advantages, with their own channels, supply chain capabilities, scale barriers and financial strength. But for CP companies, trendy toy start-ups seem to be difficult for them to find their own "story".
Looking overseas, in addition to launching works, trendy art has greater imagination in commercial application fields such as brand cooperation, brand licensing, spatial cooperation, advertising cooperation. For example, Takashi Murakami’s Sunflower and LV launched popular bags, KAWS public statues floating in Hong Kong ports... These top cases are the growth points of trendy IPs.
Whistle Girl - Ukulele
The fledgling Chinese original trendy toy IP is becoming an "apprentice". This year, JELLY MONSTER cooperated with Yili and the BA jewelry bureau of "Internet celebrity jewelry collection store". It is expected that the ZVVZ mouth-themed fashion accessories joint model will be launched at the end of November. The FINAL theme cooperation products will also be released at the same time according to the Hunan Satellite TV program cooperation.
offline scene, JELLY MONSTER is also planning an offline pop-up store to lay out JELLY MONSTER's IP story through an immersive space.
JELLY MONSTER has also begun to cooperate with an American NFT company to launch "virtual trendy toys", which is also a rare case of domestic original trendy toy IPs publishing virtual works overseas.
"Trend culture is inclusive. For us, the storyline of IP and the possibilities of commercial derivatives are also infinite," said anson.
Like many startups, JELLY MONSTER is still in a state of "counting the money in your pocket", and the studio is also seeking financing in order to accelerate development.
According to the plan, JELLY MONSTER product development plan covers light peripherals such as blind boxes, general, hanging cards, and prints. Among them, the general dolls maintained a "slow pace". Among them, the general dolls of the three IPs contributed about 1.2 million in sales this year. In the future, we plan to launch 1-2 series every year.
anson expects that if market cooperation can be implemented step by step, "the income next year will be at least 20 times that of now." Excerpt from the interview with
:
Share the entrepreneurial journey of JELLY MONSTER?
In 2018, I smelled the atmosphere of the trendy toy market. I am a Transformer fan and have been paying attention to the field of model toys. I have comprehensively considered the team's design genes and resource capabilities, so I finally chose the trendy toy track.
In January 2020, JELLY MONSTER was an incubated project within the company and launched its first product in January. Subsequently, FINAL, ZVVZ Mouth, SUSU Whistle Girl and other trendy toys were launched one after another. In April, JELLY MONSTER Studio officially came out.
Abandon the designer's leadership and adopt the manager-led model. How can teams collaborate? The three IPs "FINAL, ZVVZ Mouth and SUSU Whistle Girl" under
Studio were handed over to three designers to develop, but the dominance of these IPs is in my hands, and we will not follow the personal preferences of a certain designer. Come and do it.
For example, FINAL's creative prototype comes from the designer's five-year-old son. I chatted with the designer for two weeks to readjust the highlights of the demo. In the end, it not only retains the cute appearance lines, but also gives it expressionlessness. to present a sense of loneliness. "The lonely FINAL is like everyone in the world", which is exclusive in the mainstream cute style.
FINAL manuscript
How do you judge that this design is "okay"?
There is no right or wrong aesthetics, but the design must be able to stand from a certain aesthetic perspective or preference angle. "We are not artists", the artist's creation is often "selfish" and he wants to express himself.The source of design is to serve others, or to let more people know and appreciate you.
For trendy toys, I need to keep my strong IP attributes and then find the group of people who like IP, which is enough.
We must be clear, "We are making products."
Is Xiaomang's cooperation considered successful?
This time, the joint blind box has sold a total of 12,000 sets and about 100,000 units, which is considered a revenue. But for us, what is more important is to use this cooperation model, and we can follow the map to copy this model in the future.
Fast-paced aesthetic iteration is a challenge?
Trend culture has been continuing and developed, perhaps through the designer's own understanding or through the audience's understanding.
We also allow some changes in the image of trendy toys, such as painting and personality. The designer’s personal preferences and growth are also dynamic. Just as an artist's work is evolving at every stage of growth.
Aesthetics are uncontrollable, but this is not a factor of uncertainty in the rise and fall of an industry and market.
Is the market dominating the users, or does the users dominate the market?
Currently, the mainstream market tends to be the image of companionship and cuteness, because most of the mainstream consumers of blind boxes are women. Demand determines the direction of trendy toys in China.
From 2018 to the present, the market is still in the stage of cultivating users, and the popularity of blind boxes is a market phenomenon at this stage. The market is also growing and changing, for example, this year, leading companies launched high-end general dolls.
Whistle Girl SUSU
What are the "friendly" channels for entrepreneurship?
offline exhibition is an opportunity to contact fans face to face, and you can also intuitively see market feedback. An interesting phenomenon, the product "mouth" responded well in community testing, and we and our partners were also confident, but the fact is that the fans at the exhibition (Guangzhou) were mediocre; on the contrary, the "Whistle Girl" gained unexpected results. focus on. "Fans who are keen on checking in and taking photos may not necessarily place an order."
In my opinion, offline retail channel cooperation is more about taking on sales, and online e-commerce channels will also generate sales, but it is difficult to convert online consumer fans into the brand's private domain. We also try to use the channel platform Fang Lai gets fan data, but it is almost difficult to do.
After entering the market, look at the trendy toy market. Is it the same as before entering the market?
We have also contacted some capital parties, but they are more willing to listen to a grand and promising "story" and are more willing to pay for it. If you simply run a design company, you have a ceiling, and I am also thinking about our development path. This may also be the path that many studios are taking, but if others fail, I can get the resources that others don’t have. The difference arises.
In the future, we will focus on IP promotion and sales. At least one to two S-level cross-border cooperation every year, expand the IP fan circle, and make some good IPs.
trendy toys is still a good track?
When we were young, we accepted a variety of cultures, which became the cultural accumulation of our generation. For example, when I was in school, I would save money to buy shoes, listen to metal music, and American rock, and I was influenced by the overseas graffiti culture. Our generation has grown up and become the operators and practitioners of trendy culture.
Modern young people are another scene. They may be more like the ideology and consciousness under the freedom system of the United States in the 1970s and 1980s. They read "China Has Hip Hop", they accept digital content, absorbing hip-hop, street dance, Multicultural cultures such as skateboarding and basketball, focusing on self-worth, are all the experiences of the younger generation.If today's trend culture is still niche, then I believe that when the new forces grow up, it will become a mass market that gathers with countless niche markets.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-