《疯狂动物城2》线下潮玩争夺战比电影更“疯狂”

Core Insights - The movie "Zootopia 2" has achieved a box office of over 2 billion yuan within six days of its release, indicating strong market performance and consumer interest [1] - The film has led to a surge in IP collaborations, with over 70 brands in China partnering with the movie, particularly in the collectible toy sector [2][6] - The competition among toy brands is intense, with many products showing signs of homogenization, leading to concerns about quality control and consumer fatigue [4][7] Box Office Performance - "Zootopia 2" has surpassed 2 billion yuan in box office revenue within just six days of its release [1] - The film's success is expected to drive further growth in IP licensing, with Disney projecting a threefold increase in licensing business in the Greater China region since December 2023 [6] IP Collaborations - More than 70 brands have launched products in collaboration with "Zootopia 2," including notable names like Pop Mart, Miniso, and 52TOYS [2][4] - The types of products range from collectible cards to plush toys, with price points varying from 10 yuan to 799 yuan [2][3] Market Competition - The current market is characterized by a "wide net" approach to IP licensing, resulting in many similar products that may dilute individual brand market share [4][7] - Brands with physical retail channels, such as Pop Mart and Miniso, have a competitive advantage due to their ability to enhance consumer experience and drive immediate purchases [5] Consumer Insights - Consumers have reported issues with product quality, noting that some plush toys lack detail and have quality control problems despite the higher prices associated with the IP [4][6] - The price differences among similar products, such as plush blind boxes, highlight the impact of distribution channels on pricing strategies [5][3] Future Considerations - Companies are advised to focus on "positioning" rather than just profit during the current IP licensing window, as this can help them build a foundation for future self-developed IPs [7] - The industry faces potential inventory risks as the popularity of IPs may wane, leading to unsold products [6][7] - To stand out in a crowded market, brands should consider innovative product designs and strategies that cater to diverse consumer preferences [7]