《疯狂动物城》联名也疯狂

Core Insights - Disney's animated film "Zootopia 2" has achieved significant box office success in China, surpassing 3 billion yuan in pre-sales and over 2 billion yuan in the first week, making it the highest-grossing imported animated film in Chinese history [2] - The collaboration between Disney and various brands, including the children's oral care brand Rabbit Mom, has led to a surge in IP licensing business, with a reported threefold growth in the Zootopia IP licensing in Greater China since December 2023 [3][5] - The trend of deep integration of IP into product design is becoming more prevalent, with brands focusing on emotional connections with consumers through character-driven products [3][6] Brand Collaboration and Market Strategy - Rabbit Mom began exploring potential IP collaborations two years ago and successfully secured the licensing for "Zootopia 2" to create a series of oral care products [4][5] - The collaboration with "Zootopia 2" was driven by the alignment of the film's audience with Rabbit Mom's target demographic, appealing to both children and their parents [6] - The pricing strategy for the collaborative products is set below 30 yuan, targeting a broad consumer base, with plans for further IP collaborations in the future [7] IP Licensing Dynamics - The IP licensing process involves thorough due diligence and negotiation, with brands needing to demonstrate compatibility and market performance to secure licenses [8][9] - The common business model in the IP licensing industry is a "minimum guarantee + revenue share" approach, ensuring both parties benefit from sales performance [9][10] - Brands are increasingly focusing on long-term partnerships with stable IPs to avoid short-term collaborations that do not yield sustainable benefits [11] Market Trends and Future Outlook - Disney's strategic focus on the Chinese market is evident, with tailored content and a significant push for IP collaborations across various sectors, including retail and entertainment [12][14] - The anticipated release of "Zootopia 2" has led to a flurry of pre-launch collaborations, with numerous brands engaging in cross-promotional activities [12] - Disney's consumer products division reported a retail revenue of $62 billion, highlighting the importance of IP in driving sales and brand recognition in the Chinese market [14]