Core Insights - The article discusses the successful launch of the new潮玩盲盒 brand DearNikki by叠纸游戏, which focuses on the暖暖 IP and has seen significant sales since its release in June 2023 [1][4][15] - The盲盒 market is growing, with projections indicating that the market size in China will reach 52 billion yuan by 2024, with潮玩盲盒 accounting for 58% of that market [14] Group 1: Product Launch and Sales Performance - DearNikki launched its first series of盲盒 on June 1, 2023, and sold over 70,000 units by June 18, generating sales exceeding 5.5 million yuan [1] - The盲盒 are priced between 59 yuan and 79 yuan, which is higher than traditional二游周边 products, yet still attracted significant consumer interest [5][11] Group 2: Market Dynamics and Consumer Behavior - The盲盒 market is not mainstream within the二游周边 market, primarily due to the random nature of盲盒, which can deter players who prefer transparency in purchasing [5][10] - Games with strong character loyalty, such as《恋与深空》 and《光与夜之恋》, have struggled with盲盒 sales, while games with less divisive character bases, like《王者荣耀》, have seen more success [8][10] Group 3: IP Strength and Future Potential - The暖暖 IP is uniquely positioned to succeed in the盲盒 market due to its lack of character disputes and the ability to create diverse designs based on the character's customizable features [11][12] - The long-standing popularity of the暖暖 series, which has been around for over a decade, provides a strong foundation for expanding into new product categories like盲盒 [11][15] Group 4: Strategic Goals and Market Expansion - The creation of DearNikki is part of叠纸游戏's strategy to enhance the暖暖 IP's recognition and reach beyond its traditional gaming audience [15] - The company aims to attract a broader consumer base, including those who may not identify as "暖妈," thereby integrating the暖暖 brand into everyday life [15]

Core Viewpoint - The article discusses the growing importance of merchandise sales for gaming companies, particularly in the context of the rising popularity of "谷子" (merchandise) among young consumers, highlighting the success of the brand "叠纸心意" in this market [2][3]. Group 1: Market Performance - During the 618 shopping festival, "叠纸心意" surpassed competitors like "泡泡玛特" and "万代" to top the "天猫潮玩抢先购成交榜" [2]. - The "全球品牌中国线上500强榜单" (CBI500) included "叠纸心意," "米哈游," and "光与夜之恋," indicating strong online sales performance [3]. - "叠纸心意" achieved over 2 billion yuan in sales on the first day of new product launches before the 2024 Double Eleven event [11]. Group 2: Consumer Demographics - The brand has a significant advantage in the 18-24 age group, with notable growth in transaction amounts and customer retention rates [3]. - The merchandise primarily targets female consumers, leveraging the emotional connection and loyalty associated with popular game IPs [9][30]. Group 3: Product Strategy - "叠纸心意" focuses on low-priced items like keychains and standees, aligning with the consumption trends of young consumers [9]. - The brand has developed products around three major IPs, including "暖暖," "恋与制作人," and "恋与深空," catering to diverse consumer preferences [9][30]. - The merchandise is sold exclusively through an online flagship store on Tmall, allowing the company to maintain control over sales and consumer feedback [9][31]. Group 4: Sales Dynamics - The brand's sales strategy includes limited-time pre-sale models, which create urgency among consumers and stabilize secondary market prices [31]. - Despite mixed consumer feedback, the strong appeal of game characters drives continued sales, with significant volumes reported for new product launches [18][30]. Group 5: Future Prospects - "叠纸心意" is cautiously expanding its merchandise offerings, with plans to enhance its influence both online and offline [41]. - The recent success of the "DearNikki" brand, which features high-quality blind boxes, indicates potential for further growth in the merchandise sector [36][40].