国产动画IP商业化

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《浪浪山》30+联名刷屏,国产动画IP衍生加速“上道”
3 6 Ke· 2025-08-07 02:41
Core Insights - The rapid acceleration of IP derivative development in domestic animated films is evident, with "Wang Wang Mountain Little Monster" igniting market enthusiasm through its unique setting and cross-industry collaborations [1][3] - The film's IP operations are more forward-looking and systematic compared to previous strategies, indicating a new phase in the commercialization of domestic animation IPs [3] IP Collaboration and Market Performance - "Wang Wang Mountain Little Monster" has announced over 30 external collaboration projects across various sectors, including beverage, automotive, gaming, and more, showcasing a broad engagement with the consumer market [4][5] - Sales figures indicate strong market interest, with over 4,000 units sold for specific merchandise on platforms like Taobao, and a significant increase in sales for related products at cinema locations [5][6] Strategic Development and Execution - The film's peripheral product development was planned alongside its creation, with early collaborations announced months before the film's release, demonstrating a proactive marketing approach [7] - The IP development strategy is characterized by a wide range of product categories and high adaptability, targeting diverse consumer demographics from children to young adults [9] - The integration of offline experiences, such as themed restaurants and exhibitions, enhances audience engagement and emotional connection with the characters [9] Company Performance and Future Outlook - Shanghai Film Group's IP licensing business has become a core revenue stream, achieving a revenue of 66.18 million yuan in 2024, a year-on-year increase of 62.74%, with a high gross margin of 90.87% [10][12] - The company has been actively acquiring shares in its subsidiary, Shangying Yuan, to enhance its IP resource integration and operational capabilities [13] - Future plans include focusing on the commercialization of quality domestic IPs like "Wang Wang Mountain Little Monster" and "Chinese Tales 2," aiming to create a comprehensive IP ecosystem [13][16]