Core Insights - The third installment of the "Tang Dynasty Strange Stories" series, titled "Tang Dynasty Strange Stories: Chang'an," premiered on November 8, achieving a heat value exceeding 8800, setting a record for the highest premiere rating for ancient detective dramas on iQIYI [1] - The show received a high Douban rating of 8.1 within a day of its release, breaking the "sequel curse" [1] - Following the show's success, a blind box series related to the IP quickly topped the hot search list for derivative products shortly after its pre-sale launch [1] IP Derivative Market Growth - The "2025 China Digital Entertainment Industry IP Development Report" forecasts that the market size for IP derivative products in China will reach 75.3 billion yuan by 2025, reflecting a year-on-year growth of 62.8% [4] - The growth of derivative products is becoming increasingly diversified, with collectible cards driving growth in 2024 and blind box products leading in 2025 [4] - Multiple IPs are expected to see sales growth exceeding 100% in 2024 or 2025 across various sectors, including gaming, animation, film, and original characters [4] Market Challenges - Despite the apparent growth in the IP derivative market, structural issues such as ineffective promotional channels and a lack of content innovation are emerging as key constraints [6] - Nearly 47.7% of interested consumers struggle to access comprehensive information about new products, while less than 10% find it easy to obtain such information [7] - The market shows a reliance on older IPs, with a decline in the supply momentum for new IPs, particularly in the gaming sector [9] Recommendations for Improvement - To enhance the derivative product market, it is essential to establish efficient and transparent promotional channels and encourage innovation in content creation [9] - Selecting appropriate agents and strengthening management are crucial for improving the market, as demonstrated by the successful IP strategy of "Peppa Pig" [11] - Continuous collaboration between IPs and other industries is vital, with significant economic benefits observed from such partnerships [12]