One card is sold to 100,000 yuan, and the shipment of trendy toys is scheduled until August. The sales around Nezha are crazy.

Wen| Tech Planet Lin Jing

After the box office of “Nezha 2” movies continued to set new records, the huge number of movie-watching crowds also increased the number of passengers in offline stores selling derivatives around Nezha.

A card tour clerk in a shopping mall in Beijing told Tech Planet that in recent days, the number of people standing up for Nezha and Ao Bing checking in and taking photos at the entrance of the store once exceeded the number of people entering the store. Ma Baoli IP placed in the center of the store is no longer the top seller in the store, and consumers behind it continue to come to consult about the derivatives around Nezha, and employees have to repeat the notice that they are out of stock over and over again.

As of now, the box office of “Nezha 2” has exceeded 8.6 billion yuan, with 162 million movie-goers. After reaching the top of the box office in China’s film history, it has entered the top 30 in the global film history box office list.

The audience in the movie theater, who was still eager to finish, turned their eyes to the surrounding areas of Nezha.

In offline stores with cards and blind boxes, in the past, senior niche players in the circle entered the store. Now it is easy for shop assistants to identify which new users are because they do not understand the most basic end boxes and hidden money concept. For example, in the blind box series of “Nezha 2” launched by Bubble Mart, the extraction probability of the hidden Lingzhu version of Nezha is 1/96. In order to draw a “Nezha 2” SP card (rare card) launched by Card Games, some consumers choose to spend nearly a thousand yuan to buy all five or six boxes directly.

Selling 100 million yuan a week, selling out all lines, and shipping is scheduled until August

After five years of production,”Nezha 2″ has also been more fully prepared for the development of derivatives. At the same time as the film premiered on New Year’s Day, a series of products such as cards, blind box costumes, and rubber-lined plush dolls are available simultaneously.

According to the relevant person in charge of Bubble Mart told Tech Planet that due to the long development cycle of trendy toys, the communication between the two parties is relatively early. The joint product development lasted for one and a half years and was launched simultaneously with the movie.

However, the popularity of movies still far exceeds the stock volume of trendy entertainment companies. The IP partners of “Nezha 2” include leading companies in the circle including Jika Society, Bubble Mart, Kayou, Bandai Nanmeng Palace, etc. The card collection agency of Jason Entertainment Group introduced to Tech Planet that from the first day of the Lunar New Year to the seventh day of the Lunar New Year, they launched the official joint collection card for the “Nezha 2” movie, and the omni-channel sales exceeded 100 million yuan in one week.

Offline stores are out of stock and online pre-sales have become the common sweet worries of these trendy entertainment companies. On February 9, in Bubble Mart’s official live broadcast room, the pre-sale sales of blind boxes of the “Nezha 2” series reached 70,000 +. At the price of 552 yuan/box, a live broadcast has sold nearly 40 million yuan., the product delivery date has been scheduled to August this year.

According to the anchor in the live broadcast room, seven batches have been sold for pre-sale, and production has reached its limit. As the most popular product, this product does not participate in any activities and cannot use any coupons.

While “Nezha 2” continues to set new records in film history, consumers are also at a time when they are willing to pay more premiums for their favorite characters or stories, especially in the development of derivatives, where product designs such as limited editions and hidden models allow them The level of kryptonite has increased further. Therefore, in the state of being out of stock, these rare products are also priced at high prices.

On e-commerce, second-hand trading and other platforms, Bubble Mart launched the hidden Aobing version of Nezha with an original price of 69 yuan, and the price has soared tenfold to 697 yuan. Among the “Nezha 2” series launched by Kayou, 10 directors ‘dumpling autographed cards are on sale globally. Now, a director’s signature card has been sold to 100,000 yuan, and a Nezha SP card is also being sold by sellers. The price was 12,500 yuan.

According to a clerk at the offline store of Kayou told Tech Planet, Kayou’s Nezha Doutian Pack cards sell for 180 yuan per box of 18 packs, containing 90 cards. From the probability point of view, only a few hundred boxes can you have a Nezha SP card. In online card extraction machines, the probability of issuing limited SP cards per package is as low as 1/14337. A director’s autographed card drawn out in the live broadcast room was hung up by the anchor for a sky-high price of 180,000 yuan.

In addition, the top spot in the box office of “Nezha 2” is not only a victory for a single IP, but also marks the rise and maturity of the national comic industry. In various derivatives live broadcast rooms, these have become traffic passwords that anchors encourage users to purchase and purchase peripheral products. They have provided another meager contribution to supporting national manga, helping Nezha break through 10 billion yuan in box office, and become the frequent appearance of anchors when selling products. The rhetoric continues to stimulate users ‘consumption sentiment.

Who caught this wave of wealth”

Following “The Wandering Earth 2″,”Nezha 2” once again brought popularity to the movie derivatives market.

In addition to film quality and word-of-mouth communication, film IP with science fiction and animation themes itself has more advantages in derivative development. The most popular peripheral products of “Wandering Earth 2″ include technological products such as Benben, MOSS, and Digital Life Card. As a classic IP,”Nezha 2” itself has a fan base, is rich in plots, and has unique characters, which provides derivatives. Creation gives more imagination space.

In terms of product design this time, Bubble Mart introduced to Tech Planet that restoration is the most important development idea. Regarding how to restore the characters and stories in the movie, it has always maintained close communication with the copyright owner and collaborated to create together to ensure the unity of design direction and film content. The two sides have conducted many discussions and brainstorms, and also conducted in-depth research on the reasons why the characters in “Nezha 1” are loved by the public.

Specifically in terms of products, fighting Nezha used raised eyebrows and crooked lips to show Nezha’s cynical, rebellious and casual character. He held hands with Nezha and Ao Bing, restoring Nezha holding hands with Ao Bing in the fire. High-profile plot.“”“&”

Judging from the official peripheral products authorized by Nezha this time, most companies have chosen to launch more secure Nezha and Ao Bing peripheral products. After all, because of the fate set in the film that constrains the plot, the pair has become extremely popular on social platforms since “Nezha 1”.

But unlike other film and television works, IP peripherals mainly attract core fan groups through the protagonists. A large number of supporting roles in “Nezha 2”, such as Ao Guang, who is quite good-looking, and Shiji Niangshi, who has a non-friction personality, are in peripheral products. It also has high popularity. Among the crowdfunding projects officially authorized by “Nezha 2”, among the seven hand-made models launched, including Nezha, Ao Bing, and Ao Guang, Aoguang’s one-piece hand-made model with a crowdfunding price of 368 yuan has the most popular sales.

Sunny Sendi, a derivative cooperative company that supports Ao Guang’s “Nezha 2”, uses its blind box combination sales as a selling point. The anchor reminds consumers from time to time in the live broadcast room that since Ao Guang is a hidden model, the output is relatively low compared to other products. There are fewer and you need to buy it as soon as possible.

Compared with the lag in the development of derivatives around the “Nezha 1” period, although “Nezha 2” has been pre-developed, it is still inevitable that it cannot fully catch the chaos of wealth.

This is because a major category in the derivatives market is a major peripheral area that requires design and research and development, such as handmade toys, toys, etc. Generally, the product production cycle is long, and the third-party toy companies participating in it are difficult to accurately predict the popularity of the movie., they usually start doing it after the box office is stable. Bulk stocking, pre-sale or crowdfunding models are usually the main focus on stocking. Usually, when there is a shortage of existing goods around genuine licenses, scalpers will enter the market to speculate on high prices, and a large number of low-priced pirated products will seize business opportunities.

In addition, Xianchang Beast, Shen Xiaobao and other small characters who were also quite popular after the release of “Nezha 2” have also spawned a large number of pirated products such as refrigerator stickers and decorations due to the lack of official authorization.

Another major category in the derivatives market is light peripheral products with low production barriers and low development costs, such as cards, postcards, standing cards, pendants, bookmarks, etc., which are easier to launch, but the shortcoming is that the products are seriously homogenized.

The relevant person in charge of the card collection agency revealed to Tech Planet that the production cycle of the collection card can be controlled as soon as 20-30 days. In contrast, the cycle from design to launch for a blind box is 68 months.

Sales of movie peripheral products rely heavily on the popularity of movie screenings. It is particularly important for merchants to seize the window of sales opportunities. Compared with blind boxes with shipping dates scheduled to August, offline stores can see that in some shopping malls, millet stores, card types Nezha surrounding areas have been replenished in a timely manner.

This time, the surrounding products of “Nezha 2” have also hit the millet economy and blind box craze that have become popular in the past two years. How to arouse fans ’emotional resonance and desire to collect through product design is the key to breaking through.

How much money can I earn selling around Nezha?

According to calculations by Caijing Network and other media, if the box office of “Nezha 2” reaches 9.5 billion yuan, after removing 52.27% of the theater’s account, 39.43% of the film’s account, and the production and publicity costs, the film’s net profit is about 2.7 billion yuan, and the director’s dumpling’s income can reach 135 million yuan based on a minimum share of 5%.

In addition, director Dumpling’s income may also include company equity dividends, derivative sales, online copyright and other income.

Take cards, one of the categories of peripheral derivatives this time, as an example. Its sales model is usually mainly dealers, supplemented by direct sales and retail sales. The average price of a card per customer is 1.8 yuan. The cost includes copyright fees, production costs, dealer channels and other expenses.

Kayu once disclosed in its prospectus that in 2021, 2022 and the first nine months of 2023, copyright fee expenditures were 166 million yuan, 211 million yuan and 113 million yuan, accounting for 7.2%, 5.1% and 5.8% of sales revenue for the same period. If we calculate roughly based on the minimum ratio of 5%, the copyright fee expenditure for 1 billion sales of peripheral products will be about 50 million yuan.

After “Nezha 2” topped the box office championship in China’s film history, derivatives development cooperative company Sunnysendi sold its products to the official live broadcast room of the leading MCN such as making friends.

“Make a friend The authorization letter of the movie producer Enlight Media displayed by the anchor in the live broadcast room shows that the authorization period for food, toys and piggy bank categories starts 1 month before the movie premiere date and ends 11 months after the movie premiere date., a total of 12 months. ldquo; The licensing period for the mechanical movable toys category starts 2 months after the movie premiere date and ends 14 months after the movie premiere date, for a total of 12 months.

In other words, the cooperation period between the two parties is usually one year. The relevant person in charge of Bubble Mart told Tech Planet that the cooperation with the movie “Nezha: The Devil Boy Raises in the Sea” will be continuous.

In a mature film market, box office revenue is only part of the entire film industry chain, and the derivatives market revenue even exceeds the former. For example, the box office revenue of films in the United States and Japan is about 4:6 to 3:7 compared with the output value of film derivatives.

In contrast, more than 90% of the domestic film market revenue currently comes from box office and product placement advertising, and film and television derivatives revenue accounts for less than 10%. With the popularity of “Nezha 2”, the benefits brought by derivatives are obviously not to be underestimated.