Kaweake Taonga Tākaro e Whakahaerehia ana e te IP: Me pēhea te wikitoria o ngā IP Pakiwaituhi Hainamana i te Mākete o te Ao

Te Aranga Ake o Ngā Taonga Taonga IP Hainamana: Mai i Ngā Waiata rongonui o te Motu ki Ngā Kaitākaro o te Ao

Ko te whānui haere o ngā taonga takaro pakiwaituhi Hainamana puta noa i te ao, e rua ngā mea matua e akiakihia ana: te pakeketanga o te umanga pakiwaituhi ā-rohe o Haina me te tipu haere o te tono ā-ao mō ngā ihirangi ahurea kanorau. I roto i te tekau tau kua pahure ake nei, kua nui te haumi a Haina ki te hanga pakiwaituhi, me te putanga ā-tau o ngā raupapa pakiwaituhi neke atu i te 10,000 ngā wāhanga, ā, ko te utu o ngā kiriata pakiwaituhi neke atu i te $3 piriona i te tau 2024. Nā tēnei kua whakatupu he puna IP kounga teitei me ngā turanga pā kaha, kua rite mō te urutau ki tāwāhi.

"Kāore ngā kaihoko taonga takaro o te ao e rapu noa ana i a Disney, i a Pokémon rānei—e hiahia ana rātou ki ngā IP hou, kanorau ahurea e pārekareka ana ki ngā hunga whakarongo o te rohe," te kī a Zhang Wei, te kaiwhakahaere matua o te raihana o te ao i Fantawild Animation, te whare mahi i muri i a Boonie Bears. "Kei ngā IP Hainamana ngā momo kōrero me ngā momo tirohanga ahurei, e whakaputa ana i ngā taonga takaro motuhake e tū ana i runga i ngā whata toa."

Kua pai te urupare a ngā mākete o tāwāhi. I te Tonga-mā-rāwhiti o Āhia, i piki ake ngā hoko taonga takaro ā-ipurangi Hainamana mā te 41% i te tau 2024; i Ūropi me Amerika Te Raki, i eke ngā reiti tipu ki te 22% me te 18%, e ai ki te CTJPA. Ehara i te mea ko te rahinga anake te take o tēnei tipu—engari ko te uara: ko ngā taonga takaro raihana ā-ipurangi e 30-50% teitei ake te hua i ngā taonga takaro whānui, ā, he mea nui ēnei ki ngā kaihoko Hainamana ki tāwāhi.

Akoranga Take 1: Ngā Pea Boonie – Raihana Arotahi ki te Whānau mō ngā Mākete Papatipu

Hei te IP pakiwaituhi whānau angitu rawa atu o Haina, kua hangaia e Boonie Bears (e whai ana i ngā haerenga a ngā pea e rua me tētahi kaitapahi rakau) he whatunga raihana ā-ao e kapi ana i te 130 whenua, me ngā taonga takaro hei wāhanga matua o ngā hua o tāwāhi. Ko tana tauira raihana e arotahi ana ki te "whakatauwāhi me te tohatoha papatipu," e aro ana ki ngā whānau iti-ki-waenga me ngā kaihokohoko matua.

I te Tonga-mā-rāwhiti o Āhia, i whakamahia e Fantawild tētahi tauira "raihana matua" me ngā hoa mahi ā-rohe. I Indonesia, i mahi tahi rātou me te kaiwhakarato taonga takaro ā-rohe, KidsLand Vietnam, ki te whakawhanake tahi i ngā taonga takaro Boonie Bears i whakaritea mō te mākete: i hangaia ngā taonga takaro ngohengohe o ngā kiripuaki matua (Briar rāua ko Bramble) ki ngā papanga kanapa ake hei ōrite ki ngā manakohanga tae o te rohe, ā, i whakaurua ki ngā tauira kirihou iti ngā taputapu tuku iho o Indonesia pērā i ngā pōtae tauira batik. Nā ēnei urutaunga i āwhina ngā taonga takaro Boonie Bears ki te hopu i te 8% o te mākete taonga takaro raihana o Indonesia i te tau 2024, me ngā hoko e eke ana ki te $12 miriona.

Mō ngā mākete o te Hauāuru, i arotahi a Boonie Bears ki te mahi tahi "kiriata-ki-taonga takaro". I tukuna ngā kiriata pakiwaituhi a te IP ki roto i te 50 whenua o Ūropi mā Netflix me ngā whare pikitia ā-rohe i te tau 2023, ā, i mahi tahi a Fantawild me Walmart me Carrefour ki te whakarewa i tētahi raina taonga takaro i whakaritea ki ngā tukunga kiriata. I roto i te raina he 30+ ngā hua, mai i ngā panga 3D ki ngā taonga takaro pāhekoheko e whakahoki ana i ngā kīanga i te reo Ingarihi me te reo Pāniora. I te UK, i hokona e ngā taonga takaro a Boonie Bears te 200,000 waeine i roto i ngā marama e ono, nā ngā whakatairanga hoki-ki-te-kura me ngā kaupapa pāpāho pāpori e whakaatu ana i ngā mātua whai mana.

"Ko tā mātou whāinga he hanga i a Boonie Bears hei ingoa rongonui, kaua ko tētahi IP Hainamana anake," te whakamārama a Zhang Wei. "Mā te mahi tahi me ngā kaituku o te rohe me te whakarite i ngā whakarewatanga taonga takaro me ngā tukunga kiriata, ka hurihia e mātou ngā kaimātakitaki noa hei kaihoko taonga takaro."

Akoranga Take 2: Te Pūrākau o Hei (Ling Long) – Raihana Motuhake mō ngā Kaikohi Pakeke

He rerekē ki a Boonie Bears, kua whakamahia e The Legend of Hei (he pakiwaituhi pūtaiao-pūrākau e aro ana ki te hunga 18-35 tau te pakeke, e mōhiotia ana ko Ling Long i ētahi mākete) he tauira raihana "tino motuhake", e aro ana ki ngā taonga takaro kounga teitei me te mahi tahi me ngā waitohu motuhake o te ao. Ka whakatutukihia e tēnei rautaki te tono nui a ngā mākete o te Hauāuru mō ngā pakiwaituhi pakeke me ngā taonga hokohoko.

I Amerika Te Raki, i hainatia e te whare toi o The Legend of Hei, a Haoliners Animation, tētahi kirimana raihana iti me Funko o Amerika—he rongonui mō āna tauira vinyl ahurea rongonui—hei waihanga i tētahi raina tauira kohikohinga 6-inihi. Kei roto i ngā tauira ngā kiripuaki rongonui o te IP (Hei me Xiao Hei) me ngā kakano taipitopito me ngā tae putanga iti (hei tauira, he putanga kanapa-i-te-pōuri motuhake ki Comic-Con). I hokona katoatia ngā toa i roto i ngā haora 48 o tōna whakarewatanga i San Diego Comic-Con 2024, ā, i hua mai he $1.5 miriona moni whiwhi.

Mō te mākete Hapanihi, i mahi tahi a Haoliners me Medicom Toy, he kaihanga taonga takaro Hapanihi matua e tohunga ana ki ngā tauira papai, ki te hanga tahi i tētahi tauira "Real Action Heroes" 12-inihi o Hei. Kei roto i te tauira ngā wāhanga whakawhiti me tētahi turanga ritenga i ahu mai i te tirohanga ao muri-apocalyptic a te IP, ko te utu he ¥28,000 ($190). I riro hei tino hokohoko i runga i te tūtohi taonga takaro kohikohi a Amazon Japan, me te 5,000 ngā waeine i hokona i te marama tuatahi.

"Ko te kaha o Te Pūrākau o Hei kei roto i tōna tirohanga hohonu ki te ao me ngā kiripuaki uaua—he mea e pai ana tēnei ki ngā kaikohi pakeke e whakanui ana i te kōrero pakiwaitara i te ātaahua noa iho," te kī a Li Jia, te kaiwhakahaere raihana ā-ao o Haoliners. "Mā te mahi tahi me ngā waitohu e mārama ana ki te mākete kohikohi taonga, ka karohia e mātou te whakaiti i te uara o te IP, ā, ka hanga i te pono o ngā kaiwhaiwhai mō te wā roa."

Te Urutau Ahurea: Te Whakakore i ngā Rerekētanga hei Whiwhi i ngā Pā o te Ao

Ko ngā rerekētanga ahurea te wero nui rawa atu mō ngā taonga tākaro Hainamana taketake e haere ana ki tāwāhi, engari kua whakawhanakehia e ngā waitohu angitu he rautaki urutau kua whakaritea.

Te Whakarerekētanga Ihirangi mō ngā Uara ā-Rohe

I ngā whenua he nui ngā Muhirama pērā i a Mareia me Initonīhia, i whakarerekētia e Boonie Bears āna hoahoa taonga takaro kia whakaute i te ahurea o te rohe: i whakarerekētia ngā kākahu o te wahine a Luna kia uru atu ngā ringaringa roa me te taupoki o te mahunga ki ētahi momo taonga takaro papai, ā, i tangohia e te takai taonga takaro ngā whakaahua o ngā kiripuaki e kai ana i te poaka (he kaupapa tairongo i roto i ngā ahurea Ihirama). Nā ēnei whakarerekētanga i āwhina te IP kia whiwhi whakaaetanga mai i ngā mana whakapono o te rohe, kia uru atu hoki ki ngā kaihokohoko nui pērā i a Tesco Mareia.

I Ūropi, i whakaitihia e The Legend of Hei ētahi wāhanga tutu i roto i āna ihirangi pakiwaituhi (i tukuna i runga i a Crunchyroll) kia tutuki ai ngā whakatauranga ihirangi a te EU, ā, nā tēnā i pai ake ai te ahua o tana raina taonga takaro ki ngā kaihokohoko matua. Hei tauira, i hangaia anō he hoari taonga takaro i ahu mai i te IP kia porotaka te pito, kia kore ai e whakarōpūtia hei "patu morearea" i raro i ngā paerewa haumaru taonga takaro a te EU.

Hokohoko ā-Rohe: Kōrerohia te Reo o te Hunga Whakarongo

He mea nui te hokohoko matihiko ki te whakakī i ngā āputa ahurea. I runga i te TikTok, ka tukuna e ngā pūkete o Boonie Bears o te Tonga-Rawhiti o Āhia he ataata poto o ngā tamariki o te rohe e takaro ana me ngā taonga takaro, i tāruatia ki te reo Marei me te reo Tagalog, me ngā tohu paetae pēnei i te #BoonieBearsMalaysia. Neke atu i te 50 miriona ngā tirohanga kua puta mai i ēnei ataata, ā, e 30% o ngā hoko i roto i te toa i te rohe te take.

Mō Te Pūrākau o Hei, ko Instagram me YouTube ngā hongere hokohoko matua. Ka mahi tahi te pūkete ā-ao o te IP me ngā KOL anime o te Hauāuru (hei tauira, ko Gigguk, ko The Anime Man) ki te arotake i ana taonga takaro kohikohi, me te arotahi ki ngā taipitopito hoahoa me ngā kōrero tuku iho a te IP. I whiwhi a Gigguk i tētahi arotake YouTube mō te ahua Funko i whiwhi 1.2 miriona tirohanga, ā, i piki ake te 40% o ngā ota ipurangi.

I waho o te ipurangi, ka whakamahia e ngā IP e rua ngā tikanga pakiwaituhi o te ao hei hono atu ki ngā pā. I whakatūria e Boonie Bears ngā tūru taunekeneke i te Singapore Comic Con 2024, i reira ka taea e ngā tamariki te tango whakaahua me ngā tohu Briar me Bramble te rahi me te whiwhi tauira taonga takaro kore utu. I whakahaerehia e The Legend of Hei tētahi wāhanga tiritiri tirohanga ao i te Paris Comic Con, me te tono i te kaiwhakahaere o te IP ki te whakamārama i tana kōrero ki ngā pā o Ūropi—e whakanui ana i ngā ota-mua mō tana raina taonga takaro e haere ake nei mā te 25%.

Ngā Wero me te Tirohanga ki te Ao o Muri Mai

Ahakoa te ahunga whakamua, kei te pāngia ngā kaihokohoko taonga tuku iho Hainamana e ngā arai: te whakataetae nui mai i ngā taonga tuku iho o te Hauāuru me Hapanihi, te utu nui o te rohe, me te koretake o te tiakitanga taonga tuku iho i roto i ētahi mākete hou. Hei tauira, i Inia, ko ngā taonga tākaro rūpahu Boonie Bears e 15% o te mākete, e whakaiti ana i ngā hokonga mana.

Hei whakatika i ēnei take, kua kaha ake te tautoko a te kāwanatanga Haina: i whakarewahia e te Manatū Tauhokohoko tētahi "Mahere Whakatairanga Kaweake IP" i te tau 2024, e whakarato ana i ngā tautoko mō te rēhitatanga IP ki tāwāhi me te āwhina ture mō te mahi rūpahu. I taua wā tonu, kei te haumi ngā umanga ki te hanga tahi i ngā IP me ngā hoa mahi ā-rohe—kei te whakawhanake tahi a Fantawild i tētahi raupapa pakiwaituhi hou me tētahi whare pikitia Tai, e whakaatu ana i ngā kiripuaki o Boonie Bears me ngā tino pakiwaitara Tai, hei whakapakari ake i te haruru o te rohe.

I te tirohanga whakamua, e matapaetia ana e ngā tohunga ahumahi ka whānui ake ngā taonga tākaro IP Hainamana ki ngā kāwai motuhake (hei tauira, ngā taonga tākaro AR-ā-ringa, ngā hua IP hoa-taiao) ka uru atu ki ngā mākete hou pēnei i te Middle East me Awherika. "I roto i ngā tau e rima e whai ake nei ka kite i ngā IP Hainamana e neke ana mai i te 'noho tonu' ki te 'arohaina' puta noa i te ao," te kī a Sarah Lee, te kaitātari matua i Euromonitor International. "Ko te mea nui ko te whakataurite i te pono o te ahurea me te urutau ā-rohe—me te pupuri i ngā mea e motuhake ai te IP me te whakarite kia hono atu ki ngā hunga whakarongo o te ao."

I a Boonie Bears me The Legend of Hei e haere tonu ana te whakawhanake i te ao, kei te whakatakoto huarahi rātou mō ētahi atu kamupene pakiwaituhi Hainamana kia huri ai ō rātou kaiwhaiwhai o te ao hei kaihoko taonga takaro pono. Mō te umanga taonga takaro o te ao, ko te tikanga o tēnei panonitanga he nui ake te kanorau, he nui ake te auahatanga, me tētahi wā hou o te whakawhitiwhiti ahurea e ārahihia ana e te IP.