What Can Local Brands Learn From The Review Of Overseas Trendy Game Leaders?

IP Operation Are The Core Must Contend With

From the demand side, we believe that consumers are buying trendy toys for spiritual needs and IP. Unlike the traditional toy industry, consumers in the hipster industry purchase hipster toys mainly to meet emotional, social and spiritual needs such as collection. From the demand side, whether it is a blind box, a handicraft or an art toy, they are all cultural products in nature, and the production, manufacturing and quality factors that are important for practical products do not differ much, nor is the process a core element. The consumer is essentially paying for IP - that is, the consumer forms an order based on his or her preference for the IP and partly on the form of the product produced.

Specifically: 1. the purchase of content IP may be due to the fact that the IP already has a story that has built an image in consumers' minds; 2. the purchase of image IP is due to its appearance and face value, and the user spontaneously creates secondary derivatives around the central image conveyed by the designer, forming a deep link with the user. For example, in 2003, the Japanese company San-X launched the famous IP Easy Bear, which conveys a sense of healing and relaxation to consumers through its cute and lazy appearance; Barbie is loved for its versatile image, and players can give it unique meaning through dressing up and placing. According to iiMedia, 63.7% of the purchase factors of Chinese hipster consumers come from the brand, 63.2% from the appearance, which is the most important factor, behind which is the ability to acquire IP and the popularity of IP itself, with price and packaging coming second.

IP Operation Is The Core Of Business Success Or Failure

The hip-hop industry is characterized by high investment, long distribution period, and iterative IP life cycle. On the one hand, the cycle from design, production to distribution is long, and it may take 6-12 months to polish the IP or exclusive products, while non-exclusive IPs need to negotiate with IP parties, which will further lengthen the cycle; as IP design and specific products are welcomed in the market with certain uncertainty, if product innovation fails, companies will lose their initial investment and inventory costs. On the other hand, the IP life cycle itself is subject to change, specifically: content IPs have relatively high investment time and economic costs, but they tend to have a longer life due to their enduring storytelling and continuous creation (e.g. Harry Potter, Marvel, etc., continue to attract new users and consolidate old users along with the continuation and continuous listing of literature, film, comics, etc.); while image IPs have a relatively short life cycle and extend to the next generation. The life cycle of image IP is relatively short and weak, and it is more of a symbol of spirit and culture, and the life cycle of most IPs is mostly 3-5 years.

IP operation drives the rotation of the brand flywheel effect, which is reflected in the performance of the single-store model. First of all, by comparing Bubble Mart and Daiso Top Toy's single-store model, we found that Bubble Mart can drive larger sales performance through relatively small area and labor, and at the same time has excellent profitability. The company's IP development cycle through high-quality and diversified products will continue to enhance the vitality and influence of IP, which will drive the company's sales and profit performance and optimize store operations; on the other hand, the high-quality store model will benefit the exhibition stores and upstream IP cooperation, thus forming a flywheel effect, and will achieve continuous strengthening of advantages in the rolling process, of which IP operation is the core link. Therefore, we believe that from the supply side, IP operation is also the core of business success or failure.