IP仍是决定能否将故事持续讲下去的关键。 作者 | 钟艺璇 编辑 | 乔芊 中国版乐高，又有了新故事。 全球第三、中国第一拼搭类玩具公司布鲁可发布了2025年中期财报。上半年，布鲁可营收约13.38亿元，同比增长27.9%；期内利润由去年同期亏损 2.55亿元转为盈利2.97亿元。 从纸面上看，在连续亏损四年后，布鲁可终于扭亏为盈。但剔除优先股变动损失、股权激励费用计提外，早在2023年，布鲁可在经营层面便已实现盈 利，其2023和2024上半年的经调整利润分别为0.73、2.92亿元，且2024上半年经调整利润率达到27.92%。 一个事实是，布鲁可上半年营收增速低于预期，对比过去两年同期营收增速56.1%、47.1%，今年放缓至27.9%。就国内市场变化而言，布鲁可今年继 续加大对9块9价格带产品的发力，收效不错。去年11月开始，布鲁可开始售卖9块9的变形金刚星辰版，截止到报告期的7个月内，这个以盲盒形式出现 的小玩具，因为价格低廉，组装简单，且正版授权，迅速卖出了4860万盒，贡献收入超过2亿元。 但本期财报最大的亮点之处，还在于海外业绩的增长。 今年上半年，布鲁可海外营收达到1.1亿元，相较去年同期增 ...

21世纪经济报道记者贺泓源、实习生李晴 爱奇艺又回到了亏损区间。 该公司近期披露财报显示，在2025年二季度，爱奇艺营收同比下滑11%至66.3亿元；净亏损为1.337亿 元，去年同期净利润为6870万元。 爱奇艺亏损背后是，在短视频冲击与广告市场低迷下，长视频平台遭遇行业性危机。 腾讯财报显示，截至二季度末，腾讯视频视频付费会员数为1.14亿，同比、环比均下滑了300万。 芒果超媒财报显示，上半年，其营收同比下滑14.31%至59.64亿元；归母净利润同比下滑28.31%至7.63 亿元。 整个长视频市场都在重新寻路。 从业绩来看，爱奇艺面临着多方面压力。 二季度，该公司会员收入同比下滑9.0%至40.9 亿元。背后可能头部内容有限相关。 对此，爱奇艺强调其在二季度和夏季期间在长视频平台中保持了总收视市场份额的领先地位。云合数据 显示，爱奇艺三部剧集《临江仙》《朝雪录》《生万物》热度破万。此外，综艺节目表现较为出色。爱 奇艺综艺占据了夏季云合收视榜前五名中的四席，其中《喜剧之王单口季 2》占据了综艺品类收视市占 率第一名。 但这依旧挽回不了爱奇艺会员收入下滑局面。 结合腾讯视频会员数下滑，这可能与免费的短视 ...

1） THE MONSTERS 系列IP 经过这一轮传播，知名度显著提升，实现扩圈传播，公司即将推出迷你版 LABUBU，有望在下半年掀起新一轮热潮。 从整个IP 来看，目前公司在运营和产品打造方面相对谨慎，并未透支IP 生命力，依托研发和运营投 入，未来家族IP 仍有一定深挖潜力。 研究员：顾向君 公司公告2025H1 实现营收138.8 亿，同比增204%，录得归母净利润45.7亿，同比增396.5%。收入基本 与此前预告保持一致。 点评与建议： Labubu 成为世界级IP，驱动25H1 公司收入大幅增长。区域来看，上半年中国区（含港澳台）实现收入 82.8 亿，同比增135.2%，亚太实现收入28.5 亿，同比增257.8%，美洲实现收入22.6 亿，同比增 1142.3%，欧洲及其他区域实现收入4.8 亿，同比增729.2%。 受益Labubu 走红的溢出效应影响，多个系列曝光度提升，上半年共有13个艺术家IP 收入过亿。其中， THE MONSTERS 实现收入48 亿，MOLLY 实现收入13.6 亿，SKULLPANDA 实现收入12.2 亿， CRYBABY 实现收入12.2亿，DIMOO ...

Group 1 - The stock price of Pop Mart (09992.HK) fell by 3.57% to 253.8 HKD despite a strong earnings forecast, with a market capitalization of 340.8 billion HKD [1] - Pop Mart expects its revenue for the six months ending June 30, 2025, to increase by no less than 200% compared to the same period in 2024, and profits to grow by no less than 350% [3] - For the first half of 2024, Pop Mart's revenue is projected to be approximately 45.6 billion RMB, a year-on-year increase of 62.0%, potentially exceeding 136 billion RMB [3] Group 2 - The significant revenue growth is attributed to the global recognition of Pop Mart's brand and IP, diverse product categories, and continuous high growth in all regional markets [3] - The overseas revenue proportion is increasing, positively impacting gross profit and net profit, alongside scale effects and improved cost management [3] - The LABUBU IP from the THE MONSTERS series generated 30.4 billion RMB in revenue in 2024, a remarkable year-on-year increase of 726.6% [5] Group 3 - Following a large-scale restock of the LABUBU 3.0 series, the secondary market prices for LABUBU products dropped significantly, leading to a sell-off by scalpers [6] - Pop Mart's stock price reached a historical high of 283.4 HKD on June 12, but subsequently fell by 17.7% over six trading days, resulting in a market value loss of nearly 40 billion HKD [6] - JPMorgan raised its net profit forecast for Pop Mart to 9.4 billion RMB, reaffirming its position as a preferred choice in the Chinese consumer sector with a target price of 340 HKD [6]

Core Viewpoint - The long drama industry is facing significant challenges, with a noticeable decline in viewership and engagement despite an increase in the number of new series released [2][3][5]. Group 1: Long Drama Market Analysis - In the first half of 2025, long video platforms released 271 new series, a slight increase from 237 in the same period last year, but the average viewership per episode has drastically decreased [3][4]. - Only one series, "Bleach," achieved an average viewership of over 50 million, while only three others surpassed 40 million, indicating a severe drop in audience engagement compared to 2024 [3][4]. - The industry is experiencing a transformation phase, with a focus on high-quality productions as lower-quality series are being phased out [4][5]. Group 2: Shift in Content Strategy - Major platforms are shifting from betting on blockbuster hits to ensuring content quality and return on investment (ROI), emphasizing the need for a higher success rate in projects [6][7]. - Tencent Video is encouraging creators to focus on quality storytelling and project viability, while iQIYI aims to reduce the number of episodes but increase the overall budget for projects [6][7]. - The industry is seeing a decline in opportunities for mid-tier and emerging writers, as platforms prefer established creators with proven track records [9][10]. Group 3: Impact of Short Dramas - Short dramas are emerging as a potential growth area, with platforms like iQIYI and Tencent Video actively developing short-form content to compete with traditional long dramas [13][14]. - Despite the rise of short dramas, there are concerns about their ability to generate significant revenue compared to long dramas, as the latter still forms the core of major platforms' business models [17][18]. - The competition from short dramas is prompting long video platforms to enhance their content quality and explore new monetization strategies [16][17]. Group 4: Technological and Market Innovations - AI is being increasingly integrated into content production and user experience, with platforms like Tencent Video and iQIYI investing in AI technologies to improve efficiency and creativity [18][19]. - International expansion and IP monetization are also key strategies for platforms, with iQIYI and Tencent Video establishing partnerships and operations in various global markets [20][21]. - The current profitability of major video platforms relies heavily on cost-cutting and membership fee increases, indicating a fragile balance rather than sustainable growth [22].

Core Viewpoint - The article discusses the challenges and strategies of companies in the film industry, particularly focusing on Light Media's efforts to leverage IP (Intellectual Property) for sustained revenue generation through various derivative products and business transformations [2][5]. Group 1: Company Strategies - Light Media is actively extending the popularity of its IP "Nezha" through various derivative products, including toys, games, and theme parks, aiming to create a long-term revenue stream [2][3]. - The company plans to transform from a "high-end content provider" to an "IP creator and operator," establishing new subsidiaries focused on anime, games, and merchandise sales [3][5]. - Light Media's chairman indicated that the revenue from derivative products related to "Nezha" could potentially exceed hundreds of billions of RMB, highlighting the significant market opportunity [3][4]. Group 2: Industry Challenges - The film industry has faced significant revenue volatility, with Light Media's revenue fluctuating dramatically from 14.92 billion RMB in 2018 to 28.29 billion RMB in 2019, and experiencing substantial declines during the pandemic [5][6]. - The overall film market has shown signs of decline, with ticket sales and audience numbers dropping by 22.7% and 23.1% respectively in 2024 compared to previous years [10]. - Many companies, including Light Media, have previously attempted to diversify their revenue streams through various ventures, but these efforts often resulted in limited success and did not significantly impact overall performance [11][12]. Group 3: Market Trends - The rise of emotional consumption in recent years has created a favorable environment for film companies to monetize their IPs through various channels, including merchandise and collaborations with other brands [4][12]. - Historical examples show that while some IP monetization efforts have been successful, many have failed due to poor product quality or misalignment with audience preferences [14][15]. - The sustainability of IP-driven revenue is uncertain, as the popularity of IPs can be fleeting, leading to potential mismatches in production and market demand [17].

Core Insights - Jay Chou, a major star in the Chinese music industry, has officially entered Douyin with his character "Zhou Tongxue," generating significant online buzz. This marks the second time he has joined a social media platform under this identity, with the backing of the company "Giant Star Legend" (6683.HK) [1] - Giant Star Legend operates in two main segments: IP creation and operation, and new consumption. The company has successfully developed the "Zhou Tongxue" and "Liu Jiaolian" IPs, accumulating a total fan base of 250 million across various celebrity IPs [1][2] - The "Zhou Tongxue" IP has been monetized through collaborations with over 200 licensed partners, generating sales exceeding 1 billion yuan in the past five years [2] - The company has expanded its IP business into digital content, collaborating with a Hollywood effects team to create a digital persona for Zhou Tongxue and launching a pilot film in the metaverse [2] - The reality show "Zhou You Ji," tailored for Jay Chou, has achieved high ratings and significant online engagement, indicating strong audience interest and potential for further monetization [3] - Giant Star Legend is innovating in the integration of music events with tourism, creating immersive experiences that link concerts with local attractions, thereby enhancing economic models [3] - In the new consumption sector, the company employs an "IP-enabled new consumption" model, leveraging celebrity IPs to drive sales of health and skincare brands, creating a closed-loop commercial ecosystem [4] - The entry of Jay Chou into Douyin is expected to enhance the company's fan acquisition capabilities, expanding its reach into interest-based e-commerce and boosting revenue from IP-related products and brand collaborations [4]

Core Insights - The company is launching multiple new Ultraman series products as part of its strategic partnership in the "Chasing Light Journey: Looking Forward to the 60th Anniversary of Ultraman Theme Exhibition" [1][2] - The exhibition features over 100 rare Ultraman exhibits, including unique props and illustrations, marking a significant cultural event in mainland China [1][2] - The BFC community is thriving, with a creative competition that encourages player engagement and showcases their creations, enhancing brand loyalty [1][2] Product and Market Strategy - The company has established a strong relationship with the Ultraman IP, having launched over 80 Ultraman figurines across three product lines, catering to fans of all ages [2] - The product offerings include various versions such as Hero10, Legend, and preCOOL, covering over 140 Ultraman character images [2] - Continuous investment in innovation has led to over 500 patents, supporting the development of six classic series [2] Financial Projections - The company maintains its revenue forecasts, expecting operating revenues of 3.77 billion, 5.31 billion, and 7.01 billion yuan for 2025-2027 [3] - Projected net profits for the same period are 960 million, 1.48 billion, and 2.08 billion yuan, with EPS estimates of 3.9, 6.0, and 8.4 yuan respectively [3] - The company is following a strategic direction of "full demographics, full price range, and globalization" to enhance product diversity for Ultraman fans [3]

Investment Rating - The report maintains a "Buy" rating for the company, expecting a relative return of over 20% within the next six months [5][14]. Core Viewpoints - The company is deepening its collaboration with the Ultraman IP, launching multiple new products and participating as a strategic partner in the "Light Journey: Looking Forward to Ultraman's 60th Anniversary" exhibition, showcasing over 100 BFC Ultraman building block works [1][2]. - The BFC community is thriving, with a well-structured creative competition system that includes online and offline events, enhancing player engagement and brand loyalty [2][3]. - The company has a diverse product range with over 80 Ultraman building block products covering more than 140 character images, catering to fans of all ages [3]. Financial Projections - The company forecasts revenues of 3.77 billion, 5.31 billion, and 7.01 billion yuan for the years 2025, 2026, and 2027 respectively, with net profits of 960 million, 1.48 billion, and 2.08 billion yuan for the same years [4]. - Earnings per share (EPS) are projected to be 3.9 yuan, 6.0 yuan, and 8.4 yuan for 2025, 2026, and 2027 respectively, with price-to-earnings (PE) ratios of 30x, 20x, and 14x [4].

Core Viewpoint - The recent success of the drama "The Lychee of Chang'an" has significantly boosted tourism in Xi'an and increased the popularity of the cultural tourism company Qujiang Cultural Tourism, despite its ongoing financial losses over the years [1][4][26]. Group 1: Impact of "The Lychee of Chang'an" - The drama has become a phenomenon, achieving over 10 billion views on Tencent Video within the first week and a total of 5.8 billion views, with a Douban rating of 8.9 [1][2]. - The show has led to a surge in the search volume for "Guangdong Lychee," which increased by 143% month-on-month, and sales of lychee on platforms like JD.com rose over 560% year-on-year [2]. - Qujiang Cultural Tourism's stock price surged, with a market capitalization exceeding 3 billion yuan after the show's release, indicating the significant brand premium and customer traffic generated by the IP [2][4]. Group 2: Qujiang Cultural Tourism's Financial Struggles - Despite having numerous popular IPs, Qujiang Cultural Tourism has reported continuous losses for three years, with total losses amounting to 575 million yuan [5][6]. - The company's revenue from scenic area operations has been declining, with the proportion of income from this segment dropping from 70.4% in 2020 to 52% in 2024 [6][9]. - The company has faced challenges in generating sustainable profits, with many subsidiaries reporting losses, and its main income relies heavily on management fees from government or related parties rather than ticket sales [6][7][11]. Group 3: Revenue Generation Strategies - Following the show's success, Qujiang Cultural Tourism quickly launched three monetization products, including themed dining experiences, digital rights packages, and themed accommodations, which saw significant increases in customer engagement and revenue [3][5]. - The company has also engaged in innovative marketing strategies, such as creating immersive tourist routes linked to the drama, which have attracted a large number of visitors to key attractions [2][3]. Group 4: Comparison with Other Companies - Other tourism companies in Xi'an, such as Xi'an Tourism and Xi'an Dining, are also facing financial difficulties, with combined losses of 519 million yuan in 2024, while the newly listed Shaanxi Tourism reported a profit of 503 million yuan [20][21]. - Shaanxi Tourism has successfully leveraged provincial resources and a flexible market approach, contrasting with Qujiang Cultural Tourism's reliance on government resources and management fees [21][24]. Group 5: Future Challenges and Opportunities - The key challenge for Qujiang Cultural Tourism lies in converting its IP popularity into sustainable revenue, emphasizing the need for deeper consumer engagement and improved monetization strategies [26]. - The company must focus on enhancing secondary consumption rates and developing a sustainable business model to avoid the pitfalls of merely accumulating IP without profitability [26].