“Nezha 2” triggered a “grain craze”, and behind Kayu’s seizure of the opportunity is the victory of long-term doctrine

During the just-past New Year Festival, Nezha became the absolute protagonist.“”

“Nezha’s Devil Boy Raises in the Sea”, which has led the Spring Festival box office since the first day of the New Year (hereinafter referred to as “Nezha2 “) It’s like breaking bamboo, and nowhas becomeThe box office champion in China’s film history.

“Nezha ‘s popularity once again ignited the already hot millet market. For a time, the co-branded surrounding areas of “Nezha 2” became popular. From trendy toys to co-branded cards, the vitality of the movie was further extended in terms of derivatives.

How many ways to play IP derivatives? What kind of joint name is 1+ 12? How to use diversified cooperation models to give traditional cultural IP new vitality in the modern market，Achieve a win-win situation between culture and business?

Card Games had begun to think about these issues many years ago.

From Chang ‘an 30,000 Miles to Nezha, how do cards tell classics?

As early as the release of “Nezha: The Devil Boy”, related derivatives triggered a buying boom. nowIP sequel “Nezha 2” once again sparks grain eating craze”，Derivatives categoryhasCovering many aspects such as trendy toys, handmade crafts, cards, and stationery.

Card tours, which have developed derivatives with popular national comic films many times, this timeto“Nezha2》Released simultaneouslyLaunch movie collection cards，productsIt covers almost all kinds of card play: footholdThe IP itself is restored by the main card game. In addition to the plot cards of main characters such as Nezha, Ao Bing, and Shen Gongbao,Characters such as Goddess Shiji and Shen Xiaobao also appeared.It also launched a new tool with naked eyesThe 3D raster card allows you to return to the movie theater in one second”，Coupled with the blessing of the director’s dumpling signature card, the product is more collectible.。

Derivatives are both restoration and reconstruction, and card games are relevant to the present“Second innovation craze, launched a popularyoung peoplepopularQ version of character card, national style drawing card. Not only does the design cleverly integrate traditional cultural elements with modern trend styles, but it also enhances the social nature and collectible value of the card through innovative craftsmanship. It is reported that this card followsthemoviebecame popular, has been on the Douyin Grass Planting List.

Among many types of joint names, the imagination and richness of this form of cardmayTo maximize the effect, card surfaces with multiple designs not only maximize“IP is condensed, and richness is transformed into social attributes at this time. In the continuous process of collection and exchange, Nezha’s story is repeatedly told, and the spirit of traditional culture is also passed down imperceptibly.

In fact,”Nezha“2” is not the first time that Kayyou has held hands with Guomian. As early as the hit release of “Chang ‘an Thirty Thousand Miles”, Kayyou launched a limited collection card. Deeply integrate classic culture with trendy products, and it will become a hot spot when listed. With the form of exchange cards,”Chang ‘an Thirty Thousand Miles” can reach more young groups, catering to young consumers while maintaining the depth of cultural products. Sideways enhance the influence of IP.

dig deep intoIP value, how to deeply cultivate card games in the long term

“The economic boom of millet has become the most powerful proof of the value of current IP development. According to the “White Paper on China’s Secondary Content Industry”, from 2016 to 2023, the scale of China’s secondary industry increased from 18.9 billion yuan to 221.9 billion yuan, of which the scale of surrounding derivatives increased from 5.3 billion to 102.3 billion yuan, with a compound growth rate of 53%.

Derivative development is alreadyThe most imaginative link in IP’s second growth curve. Content and consumption have never been either-or options.

For example, being good at usingHollywood, where IP value is maximized, has a four-fold multiple relationship between derivative revenue and film and television content revenue. The revenue from licensed products of the “Star Wars” series has reached US$42.2 billion, which is four times the box office revenue; the “Frozen” series has generated US$11.3 billion in revenue in six years, of which US$9.575 billion comes from derivatives, accounting for 85%.

However, the development of derivatives is not achieved overnight. In addition to the attributes of consumer products, derivatives themselves are a kind of content, which means that the development process often has to be based onAs IP is extended, only millet that truly has both content and consumption value can effectively feed back the vitality of IP.

Nowadays, card games have almost become contemporary national comic bookIP creates a new standard for trends. And this road has been walking for five years.

In the early national creationDuring IP development, card games are jointly branded with classic national creative content on the market, mainly focusing on visual communication. For example, since 2020, Card Games has successively launched national IP cards such as “Qin Shi Mingyue”,”Douluo Continent” and “The Lord of the Mysteries”. These cards often innovate and incorporate styles such as ink painting and other styles of living alone. The addition of Chinese elements such as small seal characters, Chinese seals, inscriptions, and traditional weapons makes the cards ‘ornamental and collectibles rise sharply.

In the subsequent development of Guochuang IP, traditional IP+ traditional expression was no longer the only option, and the communication of traditional culture began to be combined with more diverse emerging elements. For example,”Order of the Knights of Jin Yong”, on the basis of respecting the spirit of the original work, gives martial arts culture a new visual expression through modern CG art design.《Jin Yong’s Knight Order “also combines Shen Wei, the character concept design of” Nezha: The Devil Boy Coming into the World “, and artists such as Kodak, the concept setting of” Fengshen “, to jointly create character cards.It not only satisfies the aesthetics of young people, but also retains the profound heritage of traditional culture.Let the picture expression of martial arts content be further upgraded.

In addition to visual expression, card games are also constantly enhancing social attributes through gameplay. For example, a few days agoCard Youguan announced a self-developed national styleTCG (Trading Card Game) product “One Fight”。All along,The best-selling products in the TCG market are still dominated by Japanese and American IP products. And this time“One Decide” combines the classic stories of the Three Kingdoms with modern competitive gameplay, using similarMOBA’s card deck strategic design combines national style elements and international aesthetics to present players with a high-quality visual and tactile experience, forThe TCG market has injected new blood.

The other side of IP development is exploring the capabilities of IP. During this year’s Henan Spring Festival Gala, Card Games participated in the development of IP at the initial stage. in the spring eveningprogramThe four great kings are composed of modern musicians“The sound of the tide in the sky shows the good weather and rain of the New Year, and the style of travel is goodsame periodLaunched the first co-branded card. This development is no longerison“The second innovation of ready-made IP is a deep originality of traditional IP. The process of redefining the Four Great Kings is also a problem-solving idea to find the current interpretation of traditional culture.

From Qin Dynasty Mingyue to Nezha 2 to Tiantian Chaoyin, China has never lacked high-quality IP, but it lacks the infiltration of long-term doctrine.Derivatives development has never been“A one-time deal is an IP operation based on long-term doctrine.Not just inOnly after IP became popular should we reap a wave of short-term benefits, but we should plan in advance，looking for“cultural resonance”newModel to achieveMaximize the long-term value of IP.