The Cumulative Profit Of The Brand Exceeds US $90 Billion, And The Protagonist Is IP.

The cumulative profit of the brand exceeds US $90 billion, and the protagonist is IP.

The two dimension culture "exits" has spawned selling Meng economy.

Which is the most profitable two yuan IP in the world?

Is the Mickey Mouse after 20, the Hello Kitty after 70, or the superhero in the universe of man Wei movie?

The correct answer is Picacho after 90.

Recently, accompanied by the movie "detective Picacho", the hero of the world's big IP elf can dream of Picacho has become a well deserved net red.

The Peccatte Chute exhibition in shopping malls also has long queues even on weekdays.

In order to buy Picacho theme straw cup, consumers can run many movie theaters.

Sports shoes, T-Shirts, pens, all kinds of "heat" joint brands emerge in an endless stream, sales are rising.

The "sprouting" culture, which is popular among the elderly and the young, has become popular in the social network. It has already formed a new economic ecosystem that can not be ignored.

Special exhibition

Spend 100 yuan to take a picture with Picacho.

The 5 layer of the big hope road junction shopping mall, "detective Picacho" theme launches the exhibition month remaining, although because the 88 yuan to 128 yuan ticket price draws many complaints, but along with Picacho topic continues to ferment in the social network, the passenger flow continues to flow.

"I heard that many people on weekends are limited to the current limit. We came here on Monday afternoon, but we didn't expect people to be small."

Wang Ying is "after 85". "Now I still remember when my father was on a business trip, he brought back a set of Pocket Monster CD-ROM and read it several times with DVD."

There are also many visitors who are in love with the game characters because of the game of Pokemon.

Fluffy fat, Picacho, duck, sound realistic fire dragon, up to 3.5 meters of giant katbey...

A lot of hot characters were queued up before the audience went to take pictures and punch cards one by one.

Behind the popularity of the film is the bright box office of the movie detective Peter Khan.

According to the cat eye real-time data, as of yesterday afternoon, "detective pekharu" released 15 days to harvest 531 million yuan for the box office, the day of the layout of the film more than 37 thousand times, the film accounted for more than a number of the first day of the release of the film.

Gold absorption strength

Derivatives are on sale for 30 million yuan.

It has been 23 years since it was born in 1996.

According to media statistics, by the end of March this year, the copyright owners of the elves can earn more than US $90 billion, ranking first in the IP, the most powerful IP in the world.

After the movie was released, not only did many loyal fans pay for their feelings, but many young people who didn't know much about the dream of the Elves were also sprouting up by Picacho.

The Picacho cup sold in the cinema has become a hot demand for young couples.

A netizen boarded micro-blog's hot search because of the story of her boyfriend delivering the water cup to the katchuk cup. Some of the movie theaters sold the cup once, attracting fans to start the whole city search.

The brand of "lift" to launch joint products is mushrooming.

Adidas launched the Picacho Limited clothing and sneakers, and invited traffic stars to endorse products; Lingmei also announced the sale of the Picacho pen set; the luncheon brand world club also launched a 99 yuan Picacho gift box; two years ago, Alibaba Film Group's IP derivative platform Ali fish also won the spirit of China's derivatives and marketing authorization, and in 2017, double 11, derivatives created a daily sales of 30 million yuan.

Cooperation with Alibaba also promoted Picacho brand to develop a broader market. In the effective neutral pen with a unit price of less than 2 yuan, it can also see the true figure of Picacho.

Liquidity is not easy.

Two yuan IP in China is still under fire

Just selling Meng can be "money" immeasurable?

The success of good IP is by no means a day.

Picacho was born in the Pokemon game launched by Nintendo, a Japanese company.

After the hot games, the comics and animated cartoons that were launched subsequently attracted a large number of TV viewers, pushing the heat of ELF treasure to a climax.

At first, Picacho was only a supporting role in the game, and became a leading role in animated films. The shape was reconstructed according to the audience's preferences, and joined the idea of female designers, becoming more and more lovely.

After the maturity of the brand, elf can dream in the licensed products, electronic games, card games, cartoon sales, animation box office, family entertainment and other aspects of the comprehensive cut into a three-dimensional image of a complete IP.

According to statistics, in the total revenue of 90 billion dollars, the revenue of licensed commodities exceeded 60 billion dollars, accounting for over 6 percent.

Disney and Line friends are also typical examples of creating IP consumer products.

Take Line friends as an example, there are not only stores, cafes, theme parks, and other stores, but also products that span over 400 categories, including 7000 products, such as life, stationery, toys, accessories, fashion, electronics, books and so on.

It is worth considering that in the same Wikipedia rankings, China's most lucrative is Tencent's game hero League and NetEase's game fantasy westbound series, earning 8 billion 400 million US dollars and 6 billion 500 million US dollars respectively.

Although gaming revenues are considerable, they are not yet "IP".

In the domestic film market, the income of derivatives accounts for only about 10%.

China's animation industry started late. In the industry, there is a lack of continuous cultivation and lack of development of derivatives.