Core Insights - The success of "Nezha 2" has not only dominated the box office but also sparked a gold rush in IP value, with over 20 brands collaborating across various sectors [1][4][5] - The IP licensing fee for "Nezha 2" has surged from approximately 5 million to 9 million yuan, with projected derivative product revenue reaching 10 to 15 billion yuan and total IP commercial value estimated at 30 to 35 billion yuan [1][5] Collaboration and Brand Engagement - More than 20 brands have engaged in cross-industry collaborations with "Nezha 2," spanning food, beauty, automotive, trendy toys, digital products, and coffee [4][5] - Notable collaborations include Mengniu's advertising campaign featuring the film's director and a limited edition milk product that achieved sales of over 12 million yuan within 10 days [4] - The new mother and baby brand, Rabbit Head Mama, reported sales exceeding 20 million yuan for its Nezha-themed children's toothpaste within two months of launch [4] Sales Performance and Market Impact - "Nezha 2" merchandise has generated over 300 million yuan in sales on Taobao, breaking the previous record held by "The Wandering Earth 2" [7] - The "Tian Sheng Ji Ban" blind box series from Pop Mart achieved over 10 million yuan in sales within eight days of its online launch, with prices for hidden variants skyrocketing to nearly 700 yuan on resale platforms [8] IP Value and Market Dynamics - The IP of "Nezha" is recognized as a true super IP in China, with strong cross-industry appeal and revenue-generating capabilities [9] - The rise of unauthorized merchandise poses a risk to the brand, with many counterfeit products flooding the market, particularly in low-tech areas like figurines and phone cases [9] Strategies for Differentiation - To avoid homogenization in IP collaborations, companies are encouraged to incorporate more technological elements and creative designs into their products [11] - Successful collaborations require extensive communication and development time, as seen in the year-and-a-half process for Pop Mart's product development [11]