“借来的灵魂终不如自己的”，IP如何点石成金

Core Insights - The article highlights the significant impact of intellectual property (IP) on sales in the Chinese toy industry, emphasizing that 91.4% of licensed businesses believe IP licensing drives sales, with 22.7% reporting sales doubling compared to 2023 [2] - The Chinese toy market is projected to surpass 155 billion yuan in retail sales in 2024, reflecting a 10.7% increase from 2023, indicating a robust growth trajectory for licensed products [2] Group 1: Market Trends - During the National Day holiday, the average daily foot traffic at Jing'an Joy City exceeded 100,000, with sales reaching over 92 million yuan, driven by the popularity of My Little Pony merchandise [1] - The diversification of product offerings by companies like Card Game has led to a decrease in reliance on collectible card sales, which dropped from 95.1% in 2022 to 81.5% in 2024 [3][4] - The retail sales of Card Game's stationery business reached 513 million yuan in 2024, capturing a 24.3% market share, indicating successful cross-industry expansion [3] Group 2: IP Strategy - Card Game holds 69 licensed IPs, including popular franchises like Ultraman and Harry Potter, which allows for a diversified revenue stream and mitigates risks associated with relying on a single IP [6][7] - The revenue contribution from Card Game's top five core IPs has decreased from 98% in 2022 to 86% in 2024, showcasing a healthier distribution of income across multiple IPs [7] - The licensing market is characterized by high costs, with top IPs commanding substantial upfront fees and sales royalties, which can limit the ability of smaller companies to diversify their IP portfolios [6] Group 3: Consumer Behavior - A survey indicates that 63.4% of consumers plan to increase their budget for licensed products in 2024, reflecting a growing enthusiasm for IP-related merchandise [2] - The success of new products, such as the plush My Little Pony, is attributed to effective marketing strategies that resonate with younger consumers [4] Group 4: Long-term IP Development - The article emphasizes the importance of developing original IPs, as seen with Card Game's success in creating its own IPs like the Three Kingdoms series, which has gained significant traction in the market [9] - Companies are encouraged to adopt a long-term perspective in IP development, focusing on building emotional connections with consumers rather than seeking quick profits [12][13]