乐高的成功，根植于近百年持续的产品创新与系统化构建。从早期确立"乐高系统"和积木的螺柱管专利，到不断推出城市、太 空、海盗等经典系列，再到与星球大战、哈利·波特等全球顶级IP联名，乐高始终围绕"无限创造"的核心理念。即便曾因盲目扩 张陷入困境，也能通过聚焦核心业务、优化产品线、构建粉丝共创生态（如LEGO Ideas平台）重获增长。其业务还成功拓展至 媒体游戏、主题公园、教育等领域，实现了IP价值的深度裂变。 今天分享的是：2025年IP+商业专题研究：剖析乐高、三丽鸥及万代经营之道，解锁IP潮玩龙头常青路 报告共计：45页 IP潮玩行业迎来多维红利期，海外龙头经验揭示常青密码 国信证券最新发布的专题研究报告深入剖析了乐高、三丽鸥及万代南梦宫三大国际IP玩具巨头的经营之道，为中国正处快速发 展期的IP潮玩行业提供了宝贵借鉴。研究显示，在情感消费升级、国产IP产业成熟、AI技术赋能及出海机遇拓展等多重因素催 化下，国内IP潮玩行业正迎来"内容+渠道+全球化"的全新机遇期。 行业驶入快车道，本土力量加速崛起 数据显示，2023年中国玩具市场整体规模已达1049亿元，同比增长超过9%。其中，IP类玩具占比突破60% ...

Group 1 - The market theme today is related to the "Anti-Japanese" concept, with stocks like Furui Co. and Tianhe Defense ranking high in trading volume, while Ningde Times experienced a significant drop due to major shareholder reduction [1][2] - The performance of Japanese consumer stocks has been notably weak, with significant declines in companies like Isetan Mitsukoshi (-11.3%) and Muji (-9.4%), influenced by geopolitical tensions affecting tourism [13][15] - The A-share market is seeing a decrease in stock concentration, with small and micro-cap stocks performing better as the pressure from crowded trades diminishes [16][18] Group 2 - Ningde Times opened significantly lower, with a drop of nearly 5% at one point, attributed to a major shareholder's inquiry transfer at a discount of about 4% from the closing price [21][22] - The lithium battery sector remains a hot topic, with lithium carbonate futures hitting a 9% limit up, indicating a rebound in commodity prices due to improved supply-demand dynamics [29] - The global technology fund managed by Fu Guo has seen a key personnel change, with the departure of a well-regarded fund manager, which may impact investor sentiment but the fund's potential remains positive [32][33]

Core Viewpoint - MINISO LAND has launched its first strategic stores in Chongqing, creating a buzz in the local consumer market and contributing to the city's economic development [1][3]. Group 1: Store Features and Design - The MINISO LAND stores in Chongqing feature an "immersive IP scene + large space" design, resonating with the city's unique culture and trends, and serving as a new landmark for shopping, socializing, and check-ins [3][5]. - The store in the Jiefangbei area spans over 1,600 square meters, while the store in the Guanyinqiao area covers over 1,400 square meters, both offering innovative layouts that enhance the shopping experience [5][6]. Group 2: Target Audience and Market Impact - The dual-store strategy targets both local young consumers and tourists, effectively covering the cultural and travel demographics in Chongqing [3][5]. - The stores have attracted significant foot traffic during their trial operations, indicating strong sales performance and a revitalization of consumer activity in the region [5][6]. Group 3: IP Strategy and Product Offering - MINISO LAND incorporates over 80% of global popular IP products, with more than 6,100 SKUs available, enhancing brand recognition and emotional connection with consumers [6][8]. - The company employs a dual strategy of "licensed IP + proprietary IP," continuously introducing international IP while developing original artist IPs, showcasing strong operational and commercial conversion capabilities [8][10]. Group 4: Future Expansion Plans - MINISO plans to continue expanding in high-potential cities, creating more "interest consumption" landmarks that combine IP appeal with local characteristics, thereby injecting new vitality into urban commercial upgrades [10].

Summary of Key Points from the Conference Call Industry Overview - The IP industry is viewed as a promising direction for investment in 2025, with current market valuations returning to reasonable low levels. The Chinese IP industry is still in its early development stage, presenting a rare investment opportunity characterized by both certainty and growth potential [2][19]. Company Insights: Sanrio - Sanrio's development history is divided into four key stages: 1. **Startup Period (1960-1990)**: Founded by Shintaro Tsuji, initially focused on silk products and wine, later entering the cartoon character merchandise sector with the introduction of Hello Kitty in 1973 [3][7]. 2. **Breakthrough Period (1991-1994)**: Revenue declined due to Japan's economic downturn, but Hello Kitty's popularity among high school girls and young professionals led to a revenue peak [7]. 3. **Transformation Period (2001-2012)**: Faced with domestic market fatigue, Sanrio expanded into overseas markets through celebrity endorsements and localized product development, achieving breakthroughs in Europe and America [7]. 4. **Reform Period (2013-Present)**: With the rise of new IPs in the internet era, a global IP platform strategy was introduced in 2020, focusing on collaborative marketing across various channels, leading to significant revenue growth [7]. Key Strategies for IP Longevity - Continuous innovation and localized design are crucial for maintaining IP vitality, as demonstrated by Hello Kitty's annual themes and region-specific designs [1][8]. - A diversified IP matrix and comprehensive marketing strategies are essential. Sanrio utilizes systematic planning of character combinations and global promotion through social networks, enhancing brand value through cross-industry collaborations [1][4][8]. - Sanrio's "Sanrio Research Institute" engages fans and celebrities in co-creating characters, successfully launching new characters like Hanazono Maru [11]. Future Goals and Expansion - Sanrio aims to increase global "Sanrio Time" to over 300 billion hours within ten years, currently at 40 billion hours as of March 2023, by expanding into education, the metaverse, and virtual idols [12]. - The company is transitioning from traditional business models to a comprehensive enterprise model, incorporating various entertainment and educational sectors [12]. Market Dynamics and Consumer Behavior - The IP market has shifted from being mere symbols of traffic to emotional commodities, emphasizing narrative and emotional interaction [4][19]. - The retail revenue of leading IP companies shows significant growth potential, with Disney leading at $62 billion and Sanrio at $8.4 billion, indicating room for expansion [19]. Conclusion - The insights from Sanrio's development and the broader IP industry highlight the importance of adaptability to macroeconomic changes, continuous innovation, and strategic marketing in achieving long-term success and growth in the IP sector [6][9][10].

Group 1 - The article discusses the significant market potential behind the popularity of collectible toys and IP characters, highlighting a multi-billion market driven by a clear growth logic and lifecycle of successful IPs [2][3]. - It identifies three classic IPs—Hello Kitty, Mickey Mouse, and Pokémon—that have transcended time and become cultural symbols, showcasing their unique growth trajectories and operational strategies [5][6]. - The lifecycle of IPs is categorized into four key stages: birth, breakthrough, sedimentation, and stability, each with distinct characteristics and strategies for maintaining relevance and commercial value [7][9][11]. Group 2 - The global collectible toy market is substantial, with projections indicating a market size of 525.1 billion yuan in 2024, expected to grow to 771.7 billion yuan by 2029, reflecting a compound annual growth rate (CAGR) of approximately 8% [13]. - The Chinese and Southeast Asian markets are highlighted as having rapid growth, with projected CAGRs of 17% and 20% respectively from 2024 to 2029, contributing nearly half of the global market's new growth [13][15]. - China possesses a rich variety of IP sources, including online literature and domestic animation, which provides fertile ground for IP development, although challenges remain in sustaining long-term influence and fan culture compared to dominant global IPs [15].

Core Insights - MINISO LAND, a strategic store format of MINISO, has launched its first dual stores in Chongqing, integrating global IP resources and creating an immersive shopping experience [1][2] - The stores are designed to resonate with Chongqing's unique urban culture and are positioned as new trendy landmarks for shopping, socializing, and engagement [1] - The launch is part of MINISO's channel upgrade strategy in the Southwest market and aims to invigorate Chongqing's "first store economy" while supporting its development as an international consumption center [1] Store Features - The MINISO LAND in the Jiefangbei business district spans over 1600 square meters, creating an immersive artistic environment, while the store in the Guanyinqiao area covers over 1400 square meters with a "Starry Paradise" theme [2] - Both stores feature over 80% of their products from popular global IPs, with more than 6100 SKUs available, enhancing consumer emotional engagement through themed displays and interactive installations [2] Business Strategy - MINISO employs a dual strategy of leveraging top-tier licensed IPs alongside exclusive proprietary IPs, continuously enhancing its IP matrix and emotional connection with consumers [3] - The company has achieved significant sales milestones, such as a store in Shanghai generating over 100 million yuan in sales within nine months, indicating strong market potential [3] - Future plans include expanding into high-potential cities and creating more "interest consumption" landmarks that blend IP appeal with local characteristics [3]

Core Insights - The forum "Phoenix Bay Area Finance Forum 2025" held in Guangzhou focused on the theme "New Pattern, New Path" and gathered global elites from politics, business, and academia to explore development opportunities amidst changing circumstances [1] Group 1: Investment Opportunities - The upstream sector of artificial intelligence has demonstrated clear profit models and is considered a viable investment track that has already shown results [1] - The "Guzi Economy," particularly in the潮玩 IP industry, has a straightforward profit model but carries potential bubble risks [1] Group 2: Market Dynamics - A "futures-spot linkage" model was used to explain the relationship between stock prices of related companies and the physical潮玩 products, indicating that enthusiasm in the spot market can drive stock prices up, but a bubble burst in the spot market could lead to significant stock price declines [1] Group 3: User Engagement and Longevity - The core challenge and investment value of the IP economy lie in the durability of user engagement, with a reference to Sanrio's Hello Kitty as an example of an IP that has sustained long-term value over decades [1] - There is hope for the continued development of Chinese IP, but its ability to maintain longevity over decades remains to be seen [1]

Core Viewpoint - The article highlights the contrast between traditional Japanese culture and modern technology at the Osaka Expo, showcasing how iconic anime characters are becoming central to the event, reflecting a new trend in IP commercialization and immersive experiences [1]. Group 1 - The Osaka Expo features popular Japanese anime characters like Astro Boy, Gundam, and Hello Kitty, which are transforming into best-selling merchandise and immersive experiences for visitors [1]. - The event serves as a demonstration of Japan's vibrant two-dimensional culture and offers insights into the evolving landscape of the two-dimensional market in China [1]. - The collaboration between the Expo Museum and First Financial aims to explore the diverse paths, innovative practices, and future visions of urban development from the Shanghai Expo in 2010 to the Osaka Expo in 2025 [1]. Group 2 - The program intends to decode the deep connections between Shanghai and the world from a global perspective, while also envisioning the ideal future city through Eastern wisdom [1]. - The initiative encourages ongoing engagement with the Expo's cultural journey, emphasizing the importance of Eastern civilization on the global stage [1].

Summary of the IP Industry Research Conference Call Industry Overview - The IP licensing industry is experiencing rapid growth in GMV (Gross Merchandise Value) and licensing revenue, indicating significant market opportunities [1][2] - Companies should differentiate between IP as an asset and the commercialization of IP, taking cues from the Pop Mart model by signing multiple IPs to diversify risk and leverage the advantages of virtual characters [1] Key Insights - The evaluation of IP value should focus on content, image, and topicality. IP can be categorized into text, comics, animation, and character image types, similar to how artists are classified into "visual" and "performance" categories [1][5] - Alibaba's IP platform, Aliyu, saw its GMV grow from $430 million in 2022 to $4.1 billion in 2024, a ninefold increase, significantly improving its global ranking among licensing agents [1][6] - Companies like Pop Mart, Miniso, and Aofei Entertainment are benefiting from the IP derivative licensing market [1] Core Competencies for IP Management - Companies need two core capabilities in IP management: discovering emerging IPs and transforming them into hits [7] - The average age of the top 50 global IPs varies by category: book IPs average 62 years, animation IPs average 37 years, and comic IPs average 47 years. Character image IPs tend to have shorter lifecycles due to a lack of supporting story content [8] Revenue Structure and Monetization - Among the top 50 global IPs, game IPs generated over $240 billion in total revenue, with over $150 billion from in-game revenue, while only $3.3 billion came from film adaptations [9] - Character image IPs, despite being fewer in number, have the highest commercialization revenue, with over $60.5 billion from merchandise sales [9] - Books have low initial revenue but can significantly increase through adaptations, as seen with over 100 animated series launched in 2023 based on web literature [10] Factors for Success in IP - Successful character image IPs must meet three criteria: alignment with public aesthetics, differentiation to avoid market saturation, and extensibility for multiple designs [11] - Game IPs face challenges in external monetization due to their interactive nature, making it difficult to adapt them into other media forms [12][13] Competitive Analysis of IP Companies - Analyzing an IP company's core competitiveness involves assessing resources, strategy, and channels. Companies must have the ability to acquire quality IPs and effectively market them [16] - Pop Mart's success in promoting IPs from inception to market includes hosting exhibitions and establishing direct sales channels, enhancing its influence [17][19] Importance of Offline Channels - Offline channels, such as direct stores and theme parks, provide immersive experiences that serve marketing functions beyond mere revenue generation [18] Conclusion - The IP industry presents substantial growth opportunities, with companies needing to adapt their strategies to leverage emerging trends and consumer preferences effectively.

Summary of Shanghai Film Conference Call Industry and Company Overview - The conference call focuses on the film and entertainment industry, specifically Shanghai Film and its strategies regarding Intellectual Property (IP) management and development [2][13]. Core Insights and Arguments - **IP Advantages**: IP possesses three main advantages: cross-cyclical nature, asset-light model, and strong network effects. It can endure economic cycles, reduce licensing costs, and enhance commercial value through user recognition [2][4]. - **Successful IP Characteristics**: A successful IP must have a positive feedback loop, symbolization and extensibility, an open worldview, and combinability. These elements are crucial for marketing and recognition [2][6]. - **Revenue Streams**: IP value is categorized into short-term income (films, series), licensing and derivative income (consumer products, toys), and offline experiential entertainment (theme parks). Licensing and derivative income is stable and has high gross margins [2][11]. - **Shanghai Film's Strategy**: The company has acquired 60 core IPs through the purchase of a subsidiary, employing a restrained development strategy. Its valuation is higher than traditional film companies, following a strategic model of 3+1+X, which includes a core business focus on key project development [2][13]. Financial Performance and Projections - **Recent Performance**: In the first half of 2025, Shanghai Film's revenue decreased by 5% and profit fell by 22%, attributed to pressures in the cinema business and a lack of new IP content [17]. - **Future Projections**: The company expects improved revenue in the latter half of 2025 due to the release of "Wang Wang Mountain Little Monster," with a projected profit of 260 million RMB for 2025, 370 million RMB for 2026, and 440 million RMB for 2027. Current PE ratios are 57, 39, and 33 respectively [17]. Notable Developments - **"Wang Wang Mountain Little Monster" Success**: The film has exceeded expectations with a box office of 1.56 billion RMB, showcasing the creative capabilities of Shanghai Film. The film's success has led to numerous IP licensing collaborations with over 30 brands [14][17]. - **IP Management**: The company is actively exploring super entertainment spaces and utilizing its cinemas for IP-themed displays, enhancing the value of its IP assets [15]. Additional Insights - **AI Strategy**: While the development of AI technology may not meet expectations, Shanghai Film remains optimistic about the potential opportunities it presents [18]. - **Market Positioning**: The company’s approach to IP management and development positions it favorably against traditional film companies, which typically have lower PE ratios and more volatile income streams [10]. This summary encapsulates the key points discussed in the conference call, highlighting Shanghai Film's strategic focus on IP, financial outlook, and market positioning within the entertainment industry.