Two Gold Diggers: Sell 3000 Hair Bands In One Minute, 280 Million In A Year.

On line only for a minute, a "bang bang" of the second warehouse sold more than 3000.

Thunderbolt is a literary creation IP, which is the main magic martial arts style. Its classic "Thunderclap golden light" has been broadcast for more than 30 years since 1988, and has more than 70 episodes. It has created over 4000 personas.

The two dimensional vertical electricity supplier warehouse is the first mainland company to get thunderbolt IP authorization. CEO, the second warehouse, revealed that thunderbolt IP accounted for over 10% of its annual revenue of 70 million yuan.

The explosive force of the two dimensional economy is emerging.

According to the data provided by Taobao, the sales volume of the two yuan industry increased by nearly 90% in the "double 12" period in 2018, and the opening time was only 19 minutes. The sales volume of a Cosplay clothing store exceeded 100 million yuan.

This culture, which is believed to be active in the small circle, is moving towards the mass market.

According to AI consulting, in 2018, the domestic user scale of two yuan was nearly 350 million, the number of online animated users reached 219 million, and 95 accounted for nearly 50% of the total users.

The huge fan group has spawned the two yuan economy, which is predicted to be the next draught.

For the two yuan industry nuggets, the electricity supplier is the most direct channel.

At present, there are several modes for the business of the two yuan peripheral businesses: first, to act as a proxy for genuine peripheral derivatives, to locate brands or distributors, and to have higher unit prices; the two is to develop and sell derivatives on the basis of IP authorization; the three is to sell goods such as sea washes, models, picture albums and other commodities.

On the two dimension, different types of enterprises have chosen different ways of realization.

Compete for IP

The two dimension industry chain always revolves around IP. The producer of content is at the top of the industrial chain, and the issuers of the middle reaches, the derivatives producers and distributors of the lower reaches work together to form a complete industrial chain.

Among them, the downstream derivatives market faces a large group of fans, which is one of the main profit points of the two industry.

With the increasing awareness of copyright in the industry, the brand emerging from the blue ocean has used IP reserves as a "killer" for the two domestic market.

Founded in 2015, the second warehouse is one of the earliest companies to develop and sell genuine IP derivatives in China. Currently, it has more than 100 IP at home and abroad, and has developed more than 60 thousand SKU, with 30 sub categories and nearly 8 million users.

In June 2016, the second warehouse completed 33 million yuan A+ round investment, so far it has completed four rounds of financing, with a valuation of 250 million yuan.

Qian Yong is a two time cultural enthusiast, especially hot blooded anime.

At the end of 2016, he found that the hot story of the heroes of the small and medium characters in the Japanese cartoon "my hero academy" was very "IP" for his own taste. He thought this cartoon would become another animated cartoon after the Naruto.

When there was no domestic focus on this IP, the second warehouse held a comic show about "my hero academy" in Guangzhou, and soon got the exclusive authorization of the category at the preferential price.

High quality IP is not exclusive to large companies. Some powerful SMEs also have the opportunity to win genuine authorization through independent communication.

In 2014, the absolute domain of Guangzhou was set up. The main products of clothing department, pillow type, pendant, ornament and other department stores are authorized by IP. Nearly 10 of them are licensed, and the rest are designed by themselves. One of the best selling products is the authorized clothing of virtual idol.

Zeng Guang Wen, the absolute leader in the field, has used the two words of "bumpy" to evaluate the experience of obtaining initial voice in the future.

In an exhibition of authorized exhibitions in Shanghai, the absolute initiative and the first generation of future generations to negotiate copyright cooperation were decisively rejected because the two sides' "strength" was very different.

In the future, LadyGaga will have many fans in the world in 2014. At that time, it was only a grassroots venture company based on e-commerce platform.

"We really did not achieve this level. If we cooperate with the future in the clothing category, we will choose the company such as UNIQLO."

Ceng Guangwen said.

Later, things changed.

At the beginning of the future, the general office of the first generation set up an office in Southern China.

Because of the influence of absolute sprouting on young people, the final generation of the first generation will agree to authorize.

The two dimension of peripheral product development has its particularity. The original intention of users to purchase products is based on the love of a IP or subdivision area, and the thirst for product quality is very high.

And whether the peripheral products can be recognized by users has great influence on the IP image of the copyright owners themselves. Therefore, the copyright owners are often cautious when choosing the middle and lower reaches of the cooperation.

Generally speaking, the mode of choosing agents is based on the category, instead of giving all the copyright to a certain channel. Instead, it authorizes certain categories that are best done by the channel providers. In the meantime, the copyright parties, the total Chinese side and the three parties of the business need more cooperation and game.

"Our behavior is subject to the approval of the copyright owner. There is a great restriction on the product development. The larger the IP, the less we will be able to develop the product."

Ceng Guangwen said that because of the differences between the two cultures and markets, excessive communication costs and complex processes are not friendly to small and medium businesses.

For example, the image of Chu in the future will be very popular in the eyes of the Chinese people, but Japanese fans do not agree with them, saying that this reduces the image of the future.

In recent years, with the success of domestic animation such as "Qin Shi Ming Yue" and "Full-time Master", the original IP with higher cultural fit has attracted the attention of enterprises.

Nearly 90% of the IP CopyRight owned by the warehouse is made in China. "We tend to take the copyright of domestic IP, and communicate smoothly."

Qian Yong said.

Business oriented

Whether a IP can achieve considerable sales pformation will test manufacturers' grasp of IP value and the ability of commodity design and development.

On the one hand, at home and abroad, IP is massive, and there is only a handful of real consumption and pformation capabilities. On the other hand, the IP update is eliminated quickly and has limited vitality. Besides Disney, manwei and other classic IP, it keeps active for a long time, and more IP with the animation's Broadcasting and distribution, which is hot in the short term.

Because of the high royalty rate, when Qian chooses IP, Qian is most concerned about its commercial value. "Some IP may be very hot, but it may be too artistic and not suitable for commercialization. We will not give priority to it."

At present, the secondary warehouse has invested tens of millions of copyrights every year. The authorized cost of a single category is about 300 thousand -80 yuan per year.

The products of the secondary warehouse are mainly clothing and stationery. Among them, the unit price of stationery is between 20-30 yuan, 80% of its consumption group is female, and 60% of those under 18 years old are generally primary and secondary school students.

Qian Yong described herself as "women's business". "Women's consumption power is relatively strong. If a IP has more male roles and a larger female fans, the products will sell well."

In the second warehouse, the sales of women's large domestic games love and producer's peripheral products are even higher than that of Taiwan's thunderbolt IP.

In the view of Zeng Guang Wen, "business authorization" is a painful word in the industry. In addition to experiencing long time communication, most enterprises can hardly grasp whether an IP can get effective sales pformation and profit.

He admitted that as a result of the existence of pirated derivatives, the cost of making genuine products was the loss of 15%-20% gross profit, plus the cost of genuine Commission and margin, and most of the gross margin of the company stayed between 8%-10%.

"This is the reason why too many colleagues dare not go to get copyrights. Once taken, there may be no room for survival."

Zeng Guang Wen added that the two edition of the industry is a good selection mechanism to eliminate uncompetitive businesses.

At present, the sales of genuine IP derivatives in the absolute sprouting area is about about 30000000 yuan a year, and a genuine IP with a value of 600 thousand yuan. Through normal operation, it can generate tens of millions of sales in one year.

The short sale mode of electricity supplier also requires the two dimensional development enterprises to follow the pace when developing products.

"A hot stem can be turned into a product line within a week, and the life cycle is only one month."

Ceng Guangwen sighs, because the communication process is long, the development cycle of absolute sprouting domain derivatives is different from 2 months to 9 months, and it is likely to miss the best time for pformation. "For example, the clothes we submitted this summer were submitted for trial in the winter last year, and maybe the copyright is passed this autumn, so the sales period of the whole summer is over."

In the view of Zeng Guang Wen, genuine projects are more suitable for large enterprises, allowing one year to develop a series of products.

The future of the first tone is absolute. IP is a more successful one, especially clothing products.

When designing the product, the absolutely sprouting area takes the night light as the breakthrough point, and adds the luminous elements to each of the clothes, simulating the scene of the initial stage of the future concert with fans holding the fluorescent stick.

This design style has been recognized by copyright owners and fans. In the early autumn of 2018, the clothing sales in autumn and winter were 6 million yuan.

Ceng Guangwen hopes that in the future, it can achieve annual turnover of 8 million to 10 million yuan, and "it is not that we do not want to do more. We also consider the idea of the copyright owner, because the initial voice has existed in the entire two dimension field for 11 years, and the number of authorized vendors is 1000, and the derivatives category is limited. The copyright owner hopes that a single manufacturer will go deep into the local area and develop the commodities of one or two categories to the extreme."

The peripheral products with greater input cost and higher timeliness require enterprises to cooperate with more downstream factories.

The secondary warehouse itself has invested two factories, and its downstream cooperative factories have nearly 100.

To achieve the full coverage of derivatives design, production and sale of the entire production chain, to a certain extent, it also benefits from Guangzhou's industrial advantages.

Under the influence of Hong Kong and Taiwan culture, the two dimensional culture of Guangzhou is early, and the atmosphere is strong and extensive. In the two yuan boundary, there is a "demon".

Exploration of cash

China's animation market is still growing rapidly, the platform is gradually mature, users have strong content and entertainment needs, and all participants in the industry chain are eager to seek opportunities.

The commercial layout of the two phase barrage video website (B station) is mainly located upstream, so as to make content realizable.

At the end of 2018, B station cooperated with Taobao to cooperate in its own IP commercial operation and UP main content e-commerce, extending the industrial chain to the downstream.

The secondary warehouse and absolute sprouting domain are based on the IP authorization for the development and sale of derivatives. At the very beginning, the main battleground is placed on Taobao and Tmall. The lower cost relative to the physical stores is an important reason.

Ceng Guangwen disclosed that the sales channel of the absolute sprouting domain only accounted for about 10% of the total sales. "Now the domestic animation shop has been shuffled by a round of shuffle. The traditional animation shop has already been closed, and now there are more innovative stores such as flash and so on. The decoration is at least 500 thousand yuan, and this threshold will block many people."

The offline animation theme restaurant is similar to the flash store. Now it has opened 7 businesses in Guangzhou and Shenzhen, and has already made profits.

At present, the sales of sub warehouse 90% mainly come from online, of which Taobao channel accounts for 65%, with annual sales of nearly 40 million yuan, and the total channel total flow of 280 million yuan.

They are different from the two companies mentioned above.

Through the realization of electricity providers, the development of derivatives is mainly dependent on the development of the derivatives.

"Our big principle is to try not to press goods, most of the products in the industry are limited, and the best sellers will soon disappear after listing, but in the warehouse, they are unsalable."

The founder of the box breaking network was brought into the warehouse with the reporter of 21CBR, and nearly 20 square meters of warehouse was filled with various kinds of products such as handicrafts and dolls packed in cartons. Besides the hot IP derivatives such as crazy animal City, there were many products from original designers at home and abroad. They were called "tide play", that is, designer toys. Unlike those with works or roles, IP was more likely to use designers as IP.

In the process of buying and buying, he found that it was difficult to get the information of tide playing in China. He resigned the work of software development and set up the box of the tide playing information platform, which mainly introduced the latest information and products of the industry, and worked with the branding team to introduce the products into the country to attract users to order.

In the pan two dimensional market, tide play is a more niche layer. The absolute amount of fans is not big, but the rate of repeat purchase is very high.

Its Taobao store has only 30 thousand fans at present, the annual sales volume of the whole channel reaches tens of millions of yuan, and 50% of users will repeat the purchase. The amount of tide playing by some users in the box shopping network is over 100 thousand yuan a year.

Due to the need for a certain economic base, the age of consumers in the box network is higher than that in the entire two user group, generally over 25 years old.

Whether tide play can sell well, also test the platform's "choice product" vision.

For example, the "acid rain war" is a product line of Hongkong toy brand ORITOY, which includes deformable mecha toys, old coated puppets and scene accessories.

The program found designers to collaborate and lead the products to China. Through the promotion of dismantling box network, the acid rain war had a very good reputation and sales volume.

The price of tide play ranges from several hundred yuan to thousands of yuan. Compared with the two yuan IP derivatives, it has certain artistic value and appreciation space.

"In order to allow consumers to approve of the value of the tide, the box opening network almost does not do promotional activities, most products are limited to sale, a total number of products is only a few hundred, consumers have expectations of its appreciation, and we will not easily increase inventories."

The procedure says.

In the whole industry chain, the profit of the box network is very low, but there is no fixed cost, and the minimum risk is to take the goods on demand.

This means that when the product is selected, it can follow the personal interest to a certain extent. "I can choose the explosive money, or do some very limited and rare products."

Imaginary space

According to the data, compared with the Japanese market, the output value of the derivatives market is 8-10 times that of the content market.

In 2019, China's two sector total output value is estimated at about 200 billion yuan, and will exceed 220 billion yuan by 2020.

As the main source of output value, the derivatives market will continue to expand.

From the export of peripheral commodities to cultural output is also a new path for enterprises in the middle and lower reaches to seek growth.

In the long term operation, fans gradually had a nickname "sprouting feather" for the absolute sprouting area. This opportunity began to develop the "sprouting feather" culture in 2013, trying to hatch the original IP and extend it to the upstream of the industrial chain.

On Sina micro-blog, the absolute sprouting domain has established a virtual role for autonomous content creation and cultural output, including writing stories for characters, comic strips, etc.

However, the absolute sprouting area does not intend to make money by "Meng Yu" for the time being.

"We have not yet tried to commercialize it. We will think that Yu has come out to cheat. I don't like this sentence very much. I used to be a two otaku man, and I don't want to be cheats."

Ceng Guangwen said, absolutely sprouting domain intends to use the feather IP to get more accurate fans.

With the influx of capital, the gap between domestic production and operation IP and foreign countries is narrowing. The rise of domestic IP also brings opportunities for the middle and lower reaches of the brand.

The program has a deep understanding of this. This year's movie "wandering earth" has become a very popular IP, and its peripheral products are especially popular. It may break the embarrassing situation that the domestic IP did not do well in the middle and high end.

He believes that in large original IP, domestic brands do not have advantages over overseas countries, and local designers can better grasp the tastes of domestic consumers on original peripheral products.

Qian Yong is also very optimistic about the development prospects of Guo man. In the second warehouse, the sales volume of IP derivatives such as "Fu Xiang", "fox fox little matchmaker" and "Full-time Master" are higher than those of Japanese IP.

He said that although the development of early days, but the aftereffect is obviously insufficient, Future Ltd will tend to develop in the direction of national manhood.

At present, the gap between domestic IP and Japan's IP lies in the lack of cultural precipitation.

Ceng Guangwen felt that Japan's two element culture had been deeply rooted, and it did not correspond to certain consumer groups.

At home, under the pressure of capital, products pay more attention to commercial attributes, lack of certain precipitation, and few classical works left behind.

As the players in the two dimensional industry chain, they have witnessed the development and pformation of the industry, and expect the next market break.

Qian Yong said optimistically, "this year is also a good time node. The growth rate of many categories of Taobao stores is over 400%. If this speed is achieved, the industry may appear in 5 years (China's Disney)."