Altman Card seduce students behind the crazy "gold": Domestic IP is not spiritual?

Future Network, Beijing, September 2 (Reporter Zhang Bingqing) "Do you still believe in light?" Recently, in the future, the "Ultraman Card Competition is packaged into a sports event? Allows countless students to compete" Gold "!" The Ultraman card that is popular among minors to attract children crazy "gold". After the report was issued, it caused a strong response from the majority of parents and people in the industry.

Huang Zhong, CEO of Beijing Aerospace Yoneng Company, said to Future Network reporters: Cultural products are spiritual food, and they should pay more attention as good as food safety. Best -selling products do not necessarily carry excellent culture. Otherwise, products with the "yellow gambling poison" attribute must be a large market. The addiction of the gambling nature like Ultramanca, which is highly vigilant on the adverse effects of the healthy growth of minors. Then, then, then

Many parents report to Future Network reporters: "Ultraman culture has been cultivated from children, and many adults have a very admired culture." Traditional IPs such as the Romance of the Three Kingdoms, in addition to the vivid and exquisite figure portraits, there are biography behind the characters. I think this is the Chinese culture that should be admired. "

In the face of the market situation of Ultraman, Lego building blocks, and Disney toys, domestic IP is not spiritually? In the future, people in the IP authorized industry interviewed by reporters in the Internet generally believe that domestic IP is weak at present. The domestic IP with excellent quality of Chinese culture and excellent quality still requires practitioners to continue to create.

At the card booth in the 4th floor of the 4th floor of R & F Plaza, Beijing. Photo by Zhang Bingqing, a future reporter Zhang Bingqing

Ultramanca sweeps primary and secondary schools, IP developers "win numb"

Ultraman is from the images of the Japanese Yuanzuzhuang Club. Since 1966, from the first generation to the new generation, Ultraman's IP has continued to "reproduce" so that it has achieved the current "Otto Universe".

Chai Jiachuan, the person in charge of the supply chain of the Sale (Beijing) Information Technology Co., Ltd., introduced to the Future Network reporter that the popular Ultraman Card is actually authorized by Kayou to obtain Ultraman IP authorization, and then through localized design design Later derivative card products. The Ou Georns and Wanzhi have no brand in China. They are more imported and distributed. The operating form is different from the card travel model. The products are similar but the model is different.

According to the official website of the Kajimou, as of February 27, 2021, the traditional channels of Kayou drilling offline have covered more than 33 provincial administrative regions, more than 300 wholesale channel dealers, and over 2,500,000 physical stores. In 2020, the scale of the Cardy Animation market increased by 80%; in 2019 and 2020, the cumulative sales of the two years exceeded 300 million packages.

In addition to the card tour, Guangzhou Huatong Technology, another owner of Altman IP, has landed in A shares in June 2021, and Yunyong Holdings, which has popular IPs such as Pokémon and Mechen King, also had two two to the Hong Kong Stock Exchange. Submit the prospectus.

According to the Huali Science and Technology Prospectus, in 2020, with the IP card of Ultraman alone, it created a revenue of 41.68 million yuan. Specifically, from 2018 to 2020, the income of anime IP derivatives was 41.603 million yuan, 65.586 million yuan, and 68.219 million yuan; of which, the Ultraman image card revenue was 11.8135 million yuan, 39.9057 million yuan, and 39.9905 million yuan. 416.802 million yuan. Huali Technology said that the sales of the issuer's anime IP derivatives are mainly sold anime image cards.

Liu Deliang, the founder of Xinyuan Wenzhi, said in an interview with the media: "The excellent IP has a strong appeal in the card market. The card consumption is mainly concentrated in the niche group. , So the life of the market is still strong. "

Excellent IP has vitality and appeal to the card. From the previous Water Margin to the current Ultramanca, and even other cards. Chai Jiachuan told Future Network reporters that the successful IP business transformation must have two elements, one is a very strong content attribute, and the other is a strong cultural attribute. However, it is difficult to make a good content. In fact, it is difficult to become a qualified product, because it is especially reflected in the logic of business monetization. The stronger the commercialization ability, the more the IP can have sufficient content influence on this IP.

Lei Yisi, co -founder of Shanghai Lebiao Culture Communication Co., Ltd., said in an exclusive interview with Future Network reporters that from the perspective of IP business, this is a cultural input. First of all, Ultraman is a very successful brand. Both film and television works and movies are loved by people. It has become a childhood card we remember when we grow up. In addition, the "post -90s" have been deeply influenced and exchanged by culture at home and abroad. Either all kinds of overseas outstanding film and television works, and literary and artistic works have entered the Chinese market one after another, so that children in the diversified cultural environment growing up.

Lei Yisi said, but IP development also needs to review China's own culture, reflect the content of the essence of Chinese culture through new methods and products, and continue to spread and carry forward.

Lei Yisi admitted, "In recent years, I found that our China’ s independent outstanding literary and cultural works have increased more and more. Through IP business transformation, our people ’s recognition of traditional culture and traditional ideological value system. The so -called so -called The most fundamental question of cultural invasion is whether it can establish cultural self -confidence. "Domestic IP is not spiritual?

In fact, there are many domestic classic IPs. According to the incomplete statistics of the reporter in the future, in the 1960s, there were "No Mind and Unhappy", "Big Trouble", "Xiao Tao Finding Mom", "God Pen Ma Liang", "Proud General", "Golden Conch"; in the 1970 "Child" "Avanti's Story", "Pig Bajie Eat Watermelon", "Mu Di", "Nezha Disted Sea", "Panda Department Store"; in the 1980s and 1990s, there were "Gourd Was", "Black Cat Sheriff", "Tian Shu Qi Tan", " Nine -colored deer "" Shuke and Beta "," Gourd Wa "," Three Monks "," The Big King's Adventure ";" Big Ear Picture "," Baolian Lantern "," Haier Brothers "," Rubik's Cube Building "and so on.

In the future, reporters from the Internet learned that only card travel as an example. In addition to Ultraman, the cooperation IP of Card Tour also includes Douro Continent, Marvel, Kamen Rider, Youth, Harry Potter, QQ Speed, Miracle There are many popular IPs such as warmth, Disney, Naruto, etc. In terms of fine counts, domestic IP development authorization is relatively small.

Huang Zhong, CEO of Beijing Aerospace Yoneng Company, told Future Network reporters: At present, there are not many excellent models such as "Bingdun". Domestic IPs can indeed not play much, but foreign IP will not always occupy the cultural market, especially toys The mainstream of the market, the "domestic alternative" trend in this field is undercurrent, and will be a huge tide in the future.

According to the "White Paper for the Development of the 2021 China Brand Authorization Industry", the retail sales of China's annual authorized goods in 2020 reached 110.6 billion yuan, an increase of 11.5%year -on -year. While the continuous and rapid development of China's authorization industry, the cooperation between cultural supplies and IP authorization has become increasingly close.

Li Luzheng, CEO of Beijing Bai Shi Master Film and Television Media Co., Ltd., said in an interview with Future Network reporters that traditional IP development is difficult, innovative IP is generally adults, and IPs that are suitable for children aged 5-17 are indeed very few. IP commercial transformation companies are not unwilling to cooperate with domestic IP, but have no rice.

"The logic behind Ultramanca's explosion, the core point is the younger expression of culture and IP. For example, everyone often looks at Ultraman's fans," You have to believe in light. 'This is this Very typical youth expression, "said Chai Jiachuan.

"And the form of the product itself is based on market changes. Now the market is popular with blind boxes and cards, then developers will naturally choose to accept high -degree products for development. In the IP development industry, traditional culture and Chinese culture are young in young culture and Chinese culture. The way to express it to young consumer groups is a dimension that is lacking in the market at present, "said Chai Jiachuan.

As an industry practitioner Lei Yisi, he has witnessed the development of the IP derivative industry in person. The needs of the authorized providers have gradually shifted from international IP to traditional IP development. The industry's mentality in the industry has retreated, and national self -confidence has also risen.

"Like Guoman, Guo Chao, and Guoying have become a major trend, the recommendation, support and national self -esteem of local culture have become a virtuous circle. In the future, the IP generated by Chinese culture will gradually become the mainstream." Lei Yisi said For example, our new biography brand, then the creative inspiration from our Chinese bright civilization, the characteristics of more than 100,000 digital cultural relics after technical means, are carried out in the form of modern artistic expression. Create this again.

"With the upgrading of consumption, cultural rejuvenation, and the improvement of the national cultural soft power strategy, the third operating model after the Chinese city is the heavy asset operation model, and the light asset operation model, which is an operating model of IP assets." Lei Yisi believes that IP is the only important link that can run through it.

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