“借来的灵魂终不如自己的” IP如何点石成金

Group 1 - The core idea of the articles emphasizes the importance of IP (Intellectual Property) in driving sales and consumer engagement in the toy industry, particularly in China, where the market for licensed products is rapidly growing [2][6][10] - During the National Day holiday, a significant increase in foot traffic and sales was observed at Jing'an Joy City, highlighting the success of the My Little Pony pop-up event organized by the licensed card game company, Kayo [1][4] - A survey by the China Toy and Baby Products Association indicates that 91.4% of licensed merchants believe IP licensing boosts sales, with 22.7% reporting sales increases of over 100% compared to the previous year [2][6] Group 2 - Kayo's revenue diversification strategy is evident, with only 81.5% of its total revenue in 2024 coming from trading card games, down from 95.1% in 2022, indicating a shift towards toys, stationery, and other products [3][4][7] - The company has successfully entered the stationery market, achieving a 24.3% market share in the domestic entertainment stationery sector, with retail sales reaching 5.13 billion yuan in 2024 [3][6] - Kayo's strategy of holding multiple IPs, including popular franchises like Ultraman and Harry Potter, allows it to mitigate risks associated with reliance on a single IP, as 76% of its current revenue comes from IPs expiring after 2028 [6][7] Group 3 - The articles highlight the necessity for companies to create their own IPs rather than solely relying on licensed ones, as self-created IPs can provide unique market advantages and emotional connections with consumers [9][10][12] - The success of Kayo's original IP, such as the Three Kingdoms series, demonstrates the potential for cultural content to resonate with both domestic and international audiences when presented innovatively [9][14] - The importance of long-term planning and emotional engagement in IP development is emphasized, with successful examples showing that sustained investment in content and consumer interaction is crucial for maintaining IP popularity [10][12][13]