The peripherals of "Ne Zha 2" and "Black Myth: Wukong" are selling well, and domestic IP has become a new sales password for the "guzi" industry

The top grossing "Nezha" with a box office of billions has already made a splash on the screen. Recently, 'Ne Zha: The Demonic Children Roar in the Sea' successfully topped the list of top Chinese film history viewers. At the same time as the movie was hot, the related peripheral products of the movie characters were sold out, making it difficult to find a "zha". The reporter observed that in addition to Nezha, recently "Black Myth: Wukong" also announced the launch of its peripheral brand, and related products are also in short supply. Industry insiders believe that in the process of the rise of domestic IP, the domestic "guzi" industry has also begun to experience explosive growth, and peripheral products can not only become a treasure trove for increasing income, but also revitalize the inherent value of IP.

Domestic movies and game peripherals have strong earning power

I'm making up for it, I'm making up for it, and the supplier is working overtime overnight, "said an insider from Pop Mart in response to a reporter's inquiry about when the Nezha blind box will be restocked. Recently, the box office (including pre-sales) of the film "Ne Zha: The Demonic Children Roar in the Sea" has exceeded 8 billion yuan, leading to a rush to purchase multiple movie related products. As the official co branded peripheral manufacturer of the movie, Pop Mart's "Ne Zha: The Magic Children Who Make Waves" series of handmade blind boxes were sold out as soon as they were released.

The word "millet", transliterated from "goods", refers to the anime peripheral products. With the popularity of domestic animated films such as "Ne Zha: The Demonic Child Roars in the Sea", the "guzi" economy has once again been ignited. In addition to Pop Mart, multiple brands selling Nezha related peripheral products have all experienced a period of prosperity and wealth. FunCrazy, as an official derivative brand of the movie, has launched products such as acrylic colored paper and artist series badges. Currently, the products are mostly sold out across the board. The market feedback has exceeded expectations, and we are actively coordinating with our partners to resume production and supply as soon as possible and shorten the delivery cycle, "said the person in charge of FunCrazy. Not only Nezha, but also several domestic movies and games have recently become hot sellers through their own IP developed peripheral products. Recently, Game Science launched its peripheral brand "BLACKMYTH", which has been highly sought after by consumers. The reporter saw in its official store that the most popular "Plush Eight Ring Pendant" currently only supports pre-sale purchase due to its hot sales, and the delivery deadline is within 90 days. In the field of games, Genshin Impact, Code Kite and others have launched physical peripheral products according to their roles. Online stores show that the sales of Code Kite badges have exceeded 400000 yuan, and the pre-sale delivery period is up to 150 days.

Entertainment industry analyst Zhang Shule told reporters that peripheral business has been a dream for domestic games and anime works for many years. Through peripheral derivative chains, three major benefits can be achieved: increasing income, breaking circles, and prolonging life. Zhang Shule believes that for anime and game products, their peripheral derivatives, from toys, games to theme parks, can all become a treasure trove, and the "guzi" economy has opened up a new blue ocean of revenue. "Even if peripheral derivatives do not make money, they can also become famous and radiate more potential audiences through effective communication. At the same time, through peripheral derivatives, a single type of anime products can enter more real economies." Zhang Shule said.

Trend: Consumers of "guzi" shift from "chasing overseas IP" to "paying for domestic products"

Huahua is a anime enthusiast who has bought Riman for many years. She observed that more and more "national valley" (peripheral goods of domestic animation, games and other works) have appeared in the "millet" market. The popularity is no less than 'Hidaya' (a derivative of Japanese IP works), "Hua Hua said. "In the past, 'millet' consumers have been 'suffering from the lack of domestic products for a long time'. Although consumers' initial love for 'millet' came from Japan, South Korea, Europe and the United States IP, they also have a heart to follow the China-Chic, and the popularity of such IP products as Tiangong produced by American Film in the early years is an example." Zhang Shule said that with the continuous outbreak of domestic animation and games, and the gradual establishment of a new "Chinese school" paradigm in the anime, Generation Z's consumer desire for China's "millet" is growing. In fact, "guzi" and surrounding manufacturers had already foreseen the "money making ability" of domestic IP and made sufficient preparations for pre production, which led to the hot selling of this product. The person in charge of Pop Mart stated that the blind box joint development took one and a half years to achieve simultaneous release with the movie, successfully taking on the popularity of the movie. Not only did it restore classic scenes from the movie, but it also made many creative designs. In the future, we also hope to collaborate with more excellent film IPs to jointly develop products that are loved by the public, "said the person in charge. Shu Yu, the authorized person in charge of Caitiao House, stated that planning for the authorization of related derivatives began over two years ago. The Nezha series peripheral products launched this time have a wide variety of types and price ranges, aiming to meet the diverse needs of different consumers. It cannot be ignored that with the rise of domestic IP, the domestic "guzi" industry has also begun to experience explosive growth. The Report on the Development of China's Fashion Play and Animation Industry (2024) shows that China's fashion play industry accounts for about 20% of the total value of the global fashion play market, and its annual compound growth rate remains at about 33%. It is estimated that the market size of China's fashion play industry will reach 110.1 billion yuan in 2026.

Observation: "Millet" Economy Helps Domestic IP Go Red

How can domestic IP maintain long-term vitality? Zhang Shule believes that mining Chinese traditional cultural classics and engaging in "secondary creation" that is no less than "original creation" will be the password for domestic IP to become popular. In recent years, domestic gaming and animation have created globally influential IPs, and the success of these IPs lies in the unique Chinese flavor formed in the original flavor of traditional culture, "said Zhang Shule. Industry insiders say that for a long time, the domestic film and animation markets have been struggling in terms of revenue. Overseas, the profits from peripheral products and derivatives once accounted for an important part of the industry. With the "long tail effect" of IP, peripheral derivative products can even reach up to 70% of the total revenue. As a new generation derivative brand, the person in charge of FunCrazy stated that the popularity of IP derivatives has been rapidly increasing in recent years. The improvement of audience aesthetic and collection needs, as well as the vitality of original IP itself, require more innovation, authenticity, and aesthetics in product design. I hope to join hands with more excellent original domestic IPs with professional abilities to enter the public eye, "said the person in charge.