Fitar da Kayan Wasan Kwaikwayo Masu Amfani da IP: Yadda IPs na Zamani na China ke Cin Nasara a Kasuwar Duniya

Tashin Hankalin Kayan Wasan IP na China: Daga Hits na Cikin Gida zuwa 'Yan Wasan Duniya

Fadada fasahar IP ta wasan kwaikwayo ta zane-zane ta kasar Sin a duniya ya samo asali ne daga muhimman abubuwa guda biyu: girman masana'antar zane-zane ta cikin gida ta kasar Sin da kuma karuwar bukatar abubuwan al'adu daban-daban a duniya. A cikin shekaru goma da suka gabata, kasar Sin ta zuba jari sosai a fannin samar da zane-zane, inda aka samu fitowar shirye-shiryen zane-zane masu rai sama da shirye-shirye 10,000 a kowace shekara, kuma an samu karuwar fina-finan zane-zane da suka kai dala biliyan 3 a shekarar 2024. Wannan ya samar da tarin fina-finan IP masu inganci tare da magoya baya masu karfi, wadanda aka shirya don daidaitawa a kasashen waje.

"Masu siyan kayan wasan yara na duniya ba wai kawai suna neman Disney ko Pokémon ba ne—suna son sabbin IPs masu bambancin al'adu waɗanda suka dace da masu sauraro na gida," in ji Zhang Wei, babban darektan lasisi na duniya a Fantawild Animation, ɗakin studio da ke bayan Boonie Bears. "IPs na China suna ba da labarai na musamman da salon gani, waɗanda ke fassara zuwa kayan wasan yara na musamman waɗanda suka shahara a kan ɗakunan shaguna."

Kasuwannin ƙasashen waje sun mayar da martani mai kyau. A Kudu maso Gabashin Asiya, tallace-tallacen kayan wasan IP na China ya karu da kashi 41% a shekarar 2024; a Turai da Arewacin Amurka, ƙimar ci gaban ta kai kashi 22% da 18% bi da bi, a cewar CTJPA. Wannan ci gaban ba wai kawai game da girma ba ne - yana da alaƙa da ƙima: kayan wasan da aka ba da lasisin IP suna da riba mafi girma fiye da kayan wasan yara na yau da kullun, wanda hakan ya sa suka zama fifiko ga masu fitar da kayayyaki na China.

Nazarin Shari'a na 1: Boonie Bears - Lasisi ga Iyali don Kasuwannin Jama'a

A matsayinta na kamfanin samar da zane-zane na iyali mafi nasara a China, Boonie Bears (wanda ke bin diddigin abubuwan da suka faru na beyar biyu da kuma wani mai sare itace) ya gina wata hanyar sadarwa ta lasisi ta duniya wacce ta shafi kasashe 130, tare da kayan wasan yara a matsayin babban nau'in kayayyakinta na ƙasashen waje. Tsarin lasisin nata ya mayar da hankali kan "wuraren da za a rarraba kayayyaki da yawa," wanda ke mai da hankali kan iyalai masu ƙarancin kuɗi zuwa matsakaici da kuma manyan dillalai.

A Kudu maso Gabashin Asiya, Fantawild ta ɗauki tsarin "babban lasisi" tare da abokan hulɗa na yanki. A Indonesia, ta haɗu da mai rarraba kayan wasan yara na gida KidsLand Vietnam don haɓaka kayan wasan Boonie Bears waɗanda aka tsara don kasuwa: an yi kayan wasan yara masu laushi na manyan haruffa (Briar da Bramble) da yadudduka masu haske don dacewa da zaɓin launuka na gida, kuma ƙananan siffofi na filastik sun haɗa da kayan haɗi na gargajiya na Indonesia kamar huluna masu siffar batik. Waɗannan gyare-gyaren sun taimaka wa kayan wasan Boonie Bears su sami kashi 8% na kasuwar kayan wasan yara masu lasisi ta Indonesia a 2024, inda tallace-tallace suka kai dala miliyan 12.

Ga kasuwannin Yamma, Boonie Bears ta mayar da hankali kan haɗin gwiwa tsakanin "fina-finai-da-wasan kwaikwayo". An fitar da fina-finan zane-zane na IP a ƙasashen Turai 50 ta hanyar Netflix da sinima na gida a cikin 2023, kuma Fantawild ta haɗu da Walmart da Carrefour don ƙaddamar da layin wasan yara da aka tsara lokacin fitowar fina-finan. Layin ya haɗa da kayayyaki sama da 30, daga wasanin gwada ilimi na 3D zuwa kayan wasan yara masu laushi waɗanda ke maimaita jimloli a cikin Turanci da Sifaniyanci. A Burtaniya, kayan wasan Boonie Bears sun sayar da kayan wasa 200,000 a cikin watanni shida, wanda aka gudanar ta hanyar tallan komawa makaranta da kamfen ɗin sada zumunta wanda ke nuna masu tasiri ga iyaye.

Zhang Wei ya bayyana cewa, "Manufarmu ita ce mu sanya Boonie Bears ta zama sananne a duniya, ba wai kawai IP na kasar Sin ba." "Ta hanyar aiki tare da masu rarraba kayan wasan yara na gida da kuma daidaita shirye-shiryen fim, muna mayar da masu kallo na yau da kullun zuwa masu siyan kayan wasan yara."

Nazarin Shari'a na 2: Tatsuniya ta Hei (Ling Long) - Lasisi na Musamman ga Manya Masu Tarawa

Ba kamar Boonie Bears ba, The Legend of Hei (wani zane mai ban dariya na kimiyya wanda ke nufin matasa 'yan shekara 18-35, wanda aka sani da Ling Long a wasu kasuwanni) ya ɗauki tsarin lasisi na "kyakkyawan alkibla", yana mai da hankali kan kayan wasan yara masu tsada da kuma haɗin gwiwa da kamfanoni na musamman na duniya. Wannan dabarar tana biyan buƙatun kasuwannin Yamma ga zane mai ban dariya mai jan hankali ga manya da kayayyakin da za a iya tattarawa.

A Arewacin Amurka, ɗakin studio na The Legend of Hei, Haoliners Animation, ya sanya hannu kan yarjejeniyar lasisi tare da Funko da ke Amurka—wanda ya shahara da alkaluman vinyl na al'adun pop—don ƙirƙirar layin adadi mai inci 6 da za a iya tattarawa. Hotunan sun nuna haruffan IP ɗin da suka shahara (Hei da Xiao Hei) tare da cikakkun bayanai da launuka masu iyakantaccen bugu (misali, sigar haske-cikin-duhu wacce aka keɓe ga Comic-Con). Layin ya sayar cikin awanni 48 da ƙaddamar da shi a San Diego Comic-Con 2024, wanda ya samar da kuɗin shiga na dala miliyan 1.5.

A kasuwar Japan, Haoliners sun haɗu da Medicom Toy, wani fitaccen mai kera kayan wasan Japan wanda ya ƙware a manyan adadi, don ƙirƙirar wani mutum-mutumi mai inci 12 na "Real Action Heroes". Wannan adadi ya haɗa da sassa masu canzawa da kuma wani tushe na musamman da aka yi wahayi zuwa gare shi daga hangen nesa na duniya na IP bayan ƙarshen apocalyptic, wanda farashinsa ya kai ¥28,000 ($190). Ya zama babban mai siyarwa a jadawalin kayan wasan Amazon na Japan, inda aka sayar da guda 5,000 a watan farko.

"Ƙarfin Tatsuniyar Hei ya ta'allaka ne da zurfin ra'ayinsa na duniya da kuma halayensa masu rikitarwa - wannan yana jan hankalin manya masu tattara labarai waɗanda ke daraja labarai fiye da kawai kyawun hali," in ji Li Jia, manajan lasisin Haoliners na duniya. "Ta hanyar haɗin gwiwa da samfuran da suka fahimci kasuwar tattarawa, muna guje wa rage darajar IP kuma muna gina amincin magoya baya na dogon lokaci."

Daidaita Al'adu: Cin Nasara Kan Bambanci Don Cin Nasara Ga Masoyan Duniya

Bambancin al'adu shine babban ƙalubale ga kayan wasan IP na China da ke zuwa ƙasashen waje, amma samfuran da suka yi nasara sun ƙirƙiro dabarun daidaitawa da aka tsara musamman.

Daidaita Abubuwan Ciki don Ƙimar Gida

A ƙasashen da Musulmai suka fi rinjaye kamar Malaysia da Indonesia, Boonie Bears ta gyara tsarin kayan wasanta don girmama al'adun yankin: an gyara tufafin Luna don haɗawa da dogayen hannun riga da mayafin kai a wasu nau'ikan kayan wasan yara masu laushi, kuma marufin kayan wasan yara ya cire hotunan haruffan da ke cin naman alade (batun da ke da mahimmanci a al'adun Musulunci). Waɗannan canje-canjen sun taimaka wa IP ta sami amincewa daga hukumomin addini na gida kuma ta shiga manyan dillalai kamar Tesco Malaysia.

A Turai, The Legend of Hei ta yi wasu abubuwan tashin hankali a cikin abubuwan da ke cikinta (wanda aka nuna a Crunchyroll) don cimma ƙimar abubuwan da ke cikin EU, wanda hakan ya sa layin kayan wasansa ya fi karɓuwa ga manyan dillalai. Misali, an sake fasalin takobin kayan wasan yara wanda IP ya yi wahayi zuwa gare shi don samun ƙarshen zagaye, yana guje wa rarrabuwa a matsayin "makami mai haɗari" a ƙarƙashin ƙa'idodin amincin kayan wasan yara na EU.

Talla ta Gida: Yi magana da Harshen Masu Sauraro

Talla ta hanyar dijital ta kasance mabuɗin cike gibin al'adu. A TikTok, asusun Boonie Bears na Kudu maso Gabashin Asiya sun wallafa gajerun bidiyo na yaran gida suna wasa da kayan wasan yara, waɗanda aka yi wa lakabi da Malay da Tagalog, tare da hashtags kamar #BoonieBearsMalaysia. Waɗannan bidiyon sun haifar da sama da masu kallo miliyan 50, wanda ya haifar da kashi 30% na tallace-tallace a cikin shaguna a yankin.

Ga The Legend of Hei, Instagram da YouTube su ne manyan hanyoyin tallatawa. Asusun IP na duniya yana haɗin gwiwa da anime na Yammacin duniya KOLs (misali, Gigguk, The Anime Man) don yin bita kan kayan wasansa na tattarawa, yana mai da hankali kan cikakkun bayanai game da ƙira da kuma labaran IP. Wani bita na YouTube da Gigguk ya yi game da wannan adadi na Funko ya sami masu kallo miliyan 1.2, wanda ya haifar da ƙaruwar kashi 40% na oda ta yanar gizo.

A waje, duka IPs suna amfani da al'adun barkwanci na duniya don yin mu'amala da magoya baya. Boonie Bears ta kafa rumfunan hulɗa a Singapore Comic Con 2024, inda yara za su iya ɗaukar hotuna da Briar da Bramble mascots masu girman gaske kuma su sami samfuran kayan wasa kyauta. Legend of Hei ta shirya wani zaman raba ra'ayi na duniya a Paris Comic Con, tana gayyatar darektan IP don bayyana labarinta ga magoya bayan Turai—tana ƙara yawan odar da aka riga aka yi wa layin kayan wasanta mai zuwa da kashi 25%.

Kalubale da Hasashen Nan Gaba

Duk da ci gaban da aka samu, masu fitar da kayan wasan IP na kasar Sin suna fuskantar matsaloli: gasa mai tsanani daga IP na kasashen Yamma da Japan, tsadar da ake yi wajen samar da kayayyaki a wurare daban-daban, da kuma rashin daidaiton kariyar IP a wasu kasuwanni masu tasowa. Misali, a Indiya, kayan wasan Boonie Bears na jabu sun kai kashi 15% na kasuwar, wanda hakan ya rage tallace-tallace na hukuma.

Domin magance waɗannan matsalolin, gwamnatin China ta ƙara himma wajen tallafawa: Ma'aikatar Kasuwanci ta ƙaddamar da "Shirin Tallafawa Fitar da Kaya na IP" a shekarar 2024, inda ta ba da tallafi ga rajistar IP a ƙasashen waje da kuma taimakon shari'a kan jabun kayayyaki. A halin yanzu, kamfanoni suna zuba jari a cikin ƙirƙirar IP tare da abokan hulɗa na gida - Fantawild yana haɓaka sabon shirin zane mai rai tare da wani ɗakin studio na Thailand, wanda ke nuna haruffan Boonie Bears da kuma tatsuniyoyi na Thai, don zurfafa tasirin yankin.

Idan aka yi la'akari da gaba, ƙwararrun masana'antu sun yi hasashen cewa kayan wasan IP na China za su faɗaɗa zuwa wasu nau'ikan abubuwa masu mahimmanci (misali, kayan wasan da ke da fasahar AR, samfuran IP masu kyau ga muhalli) kuma za su shiga kasuwannin da ke tasowa kamar Gabas ta Tsakiya da Afirka. "Shekaru biyar masu zuwa za a ga IP na China sun tashi daga 'kasancewa' zuwa 'kauna' a duk duniya," in ji Sarah Lee, babbar mai sharhi a Euromonitor International. "Mabuɗin shine a daidaita sahihancin al'adu tare da daidaitawa na gida - kiyaye abin da ya sa IP ɗin ya zama na musamman yayin da yake mai da shi abin da zai iya dacewa da masu sauraro na duniya."

Yayin da Boonie Bears da The Legend of Hei ke ci gaba da samun nasara, suna share fagen ƙarin IPs na zane-zane na kasar Sin don mayar da magoya bayansu na duniya zuwa masu siyan kayan wasa masu aminci. Ga masana'antar kayan wasan yara ta duniya, wannan sauyi yana nufin ƙarin bambancin ra'ayi, ƙarin ƙirƙira, da kuma sabon zamani na musayar al'adu tsakanin IP.