GuShiio.com ① A reporter from the Financial Union recently learned that “Nezha 2” co-branded brands such as Kayou and Bubble Mart are stepping up production and striving to achieve “one household, one household”;
② “Nezha 2”, which has a box office of more than 13.9 billion yuan, is expected to activate the non-ticket business of theaters. Currently, there are many leading A-share film and television theaters in the field of IP derivatives.
Cailian News, February 26 (Reporter Liu Yue Cui Ming)The popularity of “Nezha: The Devil Boy Raises in the Sea”(hereinafter referred to as “Nezha 2”) has made related IP derivatives step on the “hot wheel”. A reporter from the Financial Union recently learned that “Nezha 2” co-branded brands such as Kayyou and Bubble Mart are stepping up production and striving to achieve “one household, one household”. In addition,”Nezha 2″, which has a total box office of more than 13.9 billion yuan, is expected to activate the non-ticket business of theaters. Currently, many A-share film and television theater leaders are actively deploying the IP derivatives field.
Brand manufacturers strive to “one household, one household”
“Nezha 2” brought fire to the “millet economy”. When a reporter from Cailian recently visited the Shanghai business district, he found that almost all millet stores were selling peripheral products related to “Nezha 2”, and these products were placed in eye-catching positions.
(Photo by a reporter from the Financial News Agency)
Several millet shop assistants reported to reporters that the surrounding areas of “Nezha 2” were “selling fast” and the shops had been purchasing and replenishing goods. In the few minutes when the reporter from the Financial News Agency asked the clerk about the situation, consumers continued to stop to check the products surrounding “Nezha 2”.
(Photo by a reporter from the surrounding Financial News Agency by consumers rushing to buy “Nezha 2”)
As of now, the number of joint brands of “Nezha 2” has exceeded 20. With the popularity of the film, many surrounding products are “hard to find”. An interview with a reporter from the Financial Union News Agency learned that co-branded brands such as Kayou and Bubble Mart are stepping up production and using full firepower, striving to allow consumers to realize “one household, one household” as soon as possible.
Card Travel told reporters from Financial Union that the first batch of products were sold out quickly after they were launched simultaneously with movies, and the pre-sale volume of the second batch has exceeded 10,000 pieces. In order to respond to market demand, the company collaborated with the supply chain to “fully fire” to optimize production processes and accelerate the pace of replenishment. At present, we are making every effort to ensure product supply and meet consumer needs. Bubble Mart said,”The production plan has been urgently adjusted, hoping that more consumers who love movies and Bubble Mart can purchase their favorite products.”
Behind the hot sales of millet, on the one hand, it is driven by popular IP. Bubble Mart told the Financial Union reporter that “Nezha 2” itself is a very high-quality IP, and the popularity of movies can naturally drive the popularity of derivatives and meet fans ’emotional output needs. “The overall development process took one and a half years. We invested almost three to four months in the 2D design of blind box products, which was a long time, but for the final presentation of the product, we believed that such investment was very necessary.”
On the other hand, product power is also a key factor in moving consumers. Qian Junjie, deputy general manager of Bailian ZX, told the Financial Union reporter,”The value of IP derivatives depends on IP’s worldview and popularity. Derivatives are the link between IP and fans, and they are also the emotional treasure box for fans, with unlimited potential.” According to Qian Junjie, Wan Daihun began booking Nezha IP a year in advance.
“Nezha 2”, which has a total box office of more than 13.9 billion yuan, has become this year’s phenomenal IP, and its commercial value is self-evident. A reporter from the Financial News Agency learned from the Reading Group that the company’s IP derivatives brand Reading Good Things has won the domestic total distribution rights of FunCrazy’s “Nezha 2” derivatives. Reading Good Things told the Financial Union reporter that after cooperating with FunCrazy, the company will use its advantages in online and offline omni-channel distribution of derivatives to help “Nezha 2” reach thousands of households and achieve “one household, one Zha”.
High-heat IP activates non-ticket business in theaters
In addition to the box office, the non-ticket business consisting of popcorn, drinks, massage chairs, doll machines, etc. is also a very important source of revenue for theaters. Reporters from Cailian recently saw in some offline cinemas in Shanghai that there are IP surrounding selling counters in public areas of ticket collection offices, and some cinemas have even launched millet stores.
(Photo by a reporter from the Guzi Store located in the public area of the movie theater)
At the recently held 2025 Spring Festival Film Phenomenon Seminar, Liu Lisha, deputy manager of China Film Market Development Department, said that non-ticket business is a key indicator of the maturity of the film industry, and the film derivatives behind high-box office films contain huge commercial value. Film industry insiders also told Financial News Agency reporters that in addition to the box office of movies, the derivatives market developed from movie IP has great commercial value, and this part of the income-generating potential even far exceeds that of the film itself.
A number of A-share film and television theater leaders have deployed the IP derivatives field to expand non-ticket business. Wanda Film (002739.SZ) recently stated that the company has helped the Spring Festival sales revenue achieve a significant increase compared with the same period last year by putting a variety of sales packages on third-party platforms and launching a nationwide sales package retail group purchase activity., and said that the company continues to be committed to developing non-ticket business and actively increases non-ticket revenue.
Shanghai Film (601595.SH) uses its holding subsidiary Shanghai Film Yuan as the core entity of its big IP development strategy. It is reported that in the field of derivatives, Shanghai Film Yuan has integrated the artistic and aesthetic values carried by classic national animation IPs such as “Troubles in Heaven”,”Nezha Troubles in the Sea”,”Black Cat Sheriff” and “Gourd Brothers” into home, office, travel and other life scenes, launched “Shanghai Film Yuan Products”, and nearly 500 models have been opened so far.
In addition, the official peripheral crowdfunding project of “Wandering Earth 2” produced by China Film (600977.SH) raised 118 million yuan in just 9 days after its launch, setting a new record for crowdfunding for China’s film and television IP peripheral derivatives. Research by the company’s reception organization stated that future film projects will begin to plan for IP derivative development at an early stage to expand the film industry chain.
