IP联动超25亿元市场 揭秘“小妖怪”的“破圈魔法”

Core Insights - The film "Langlang Mountain Little Monster" has successfully broken into the market during the summer box office, with its release extended to December 1, achieving a box office revenue of over 1.7 billion yuan, making it the highest-grossing 2D animated film in Chinese history [1] - The film has also innovated in the "film +" model, with its IP derivatives generating nearly 250 million yuan in sales, and total sales expected to exceed 2.5 billion yuan by the end of the year [1] Group 1 - The film has over 40 co-branded partnerships and more than 800 derivative products across various sectors including dining, gaming, automotive, and home goods [3] - The total producer of the film stated that they have developed over 800 product varieties, allowing for a more diverse integration with different cultural sectors, enhancing the continuity of the IP [5] - The brand director of Tongzi reported that their first collaboration with the film IP resulted in over 10,000 units sold within the first three days of launch [7] Group 2 - On the first day of release, the sales of derivative products around the Shanghai United Cinema exceeded 7 million yuan [8] - An expert from Tsinghua University emphasized that managing an IP should be a systematic approach from the very beginning, aligning character design and story themes with the film's planning [10] - The analysis of "Langlang Mountain Little Monster" IP derivatives reveals a wide range of consumer products supported by big data, marking a significant step for Chinese original IPs transitioning from mere works to systematic products [11]