SHENZHEN, Nov. [XX] — Kale lomwe linkalamulidwa ndi ma IP akumadzulo ndi aku Japan monga Disney's Frozen ndi Studio Ghibli's My Neighbor Totoro, msika wa zoseweretsa padziko lonse lapansi ukukulirakulira: ma IP a makanema ojambula aku China. Chifukwa cha kupanga IP yakunyumba komanso mgwirizano wakunja, zoseweretsa zokhala ndi anthu ojambula aku China zikuyamba kutchuka m'maiko osiyanasiyana. Deta yochokera ku China Toy & Juvenile Products Association (CTJPA) ikuwonetsa kuti kugulitsa zoseweretsa zovomerezeka za IP zaku China kunja kunakwera ndi 28% chaka ndi chaka mu 2024, kufika pa $4.3 biliyoni—zomwe zikuyimira 12% ya zonse zomwe zoseweretsa zaku China zimatumiza kunja. Kuyambira pa Boonie Bears yabwino kwa mabanja mpaka nkhani ya sayansi ya sayansi ya The Legend of Hei (Ling Long), ma IP akunyumba akukonzanso malingaliro a ogula zoseweretsa padziko lonse lapansi kudzera mu mitundu yovomerezeka komanso njira zosinthira chikhalidwe.
Kukwera kwa Zoseweretsa za IP zaku China: Kuchokera ku Nyimbo Zapakhomo Kupita ku Osewera Padziko Lonse
Kukula kwa dziko lonse kwa zoseweretsa za IP za makanema ojambula ku China kukukulitsidwa ndi zinthu ziwiri zofunika: kukhwima kwa makampani opanga makanema ojambula ku China komanso kufunikira kwakukulu kwa zinthu zosiyanasiyana zachikhalidwe padziko lonse lapansi. M'zaka khumi zapitazi, China yakhala ikuyika ndalama zambiri popanga makanema ojambula, ndipo kutulutsa kwapachaka kwa makanema ojambula opitilira magawo 10,000 ndi mafilimu ojambula opitilira $3 biliyoni mu 2024. Izi zapangitsa kuti pakhale ma IP apamwamba kwambiri okhala ndi mafani olimba, okonzeka kusinthidwa ndi mayiko akunja.
"Ogula zoseweretsa padziko lonse lapansi sakufunanso Disney kapena Pokémon—akufuna ma IP atsopano, osiyanasiyana omwe amakhudza omvera am'deralo," akutero Zhang Wei, mkulu wa bungwe lopereka zilolezo padziko lonse ku Fantawild Animation, studio yomwe ili kumbuyo kwa Boonie Bears. "Ma IP aku China amapereka nkhani zapadera komanso mawonekedwe apadera, zomwe zimapangitsa kuti zoseweretsa zapadera ziwonekere m'masitolo."
Misika yakunja yayankha bwino. Ku Southeast Asia, malonda a zoseweretsa za IP ku China adakula ndi 41% mu 2024; ku Europe ndi North America, kuchuluka kwa zoseweretsa kudafika pa 22% ndi 18% motsatana, malinga ndi CTJPA. Kukula kumeneku sikungokhudza kuchuluka kokha—koma ndi kufunika kwake: zoseweretsa zomwe zili ndi IP zimapeza phindu lalikulu ndi 30-50% kuposa zoseweretsa wamba, zomwe zimapangitsa kuti zikhale zofunika kwambiri kwa ogulitsa aku China.
Phunziro 1: Zimbalangondo za Boonie - Chilolezo Choyang'aniridwa ndi Mabanja pa Misika Yaikulu
Monga kampani yodziwika bwino kwambiri ya mafilimu ojambulira mabanja ku China, Boonie Bears (yomwe imatsatira zochitika za zimbalangondo ziwiri ndi logger) yamanga netiweki yapadziko lonse yopereka zilolezo kumayiko 130, ndi zoseweretsa ngati gulu lalikulu la zinthu zakunja. Njira yake yopezera zilolezo imayang'ana kwambiri "kufalikira kwa malo + kugawa zinthu zambiri," kulunjika mabanja a anthu osauka mpaka apakati komanso ogulitsa ambiri.
Ku Southeast Asia, Fantawild adagwiritsa ntchito chitsanzo cha "master licensing" ndi anzawo am'deralo. Ku Indonesia, idagwirizana ndi ogulitsa zidole zakomweko KidsLand Vietnam kuti apange zidole za Boonie Bears zopangidwa kuti zigwirizane ndi msika: zidole zokongola za anthu otchuka (Briar ndi Bramble) zidapangidwa ndi nsalu zowala kuti zigwirizane ndi zomwe amakonda mtundu wakomweko, ndipo ziboliboli zazing'ono zapulasitiki zidaphatikizapo zowonjezera zachikhalidwe zaku Indonesia monga zipewa zokhala ndi mawonekedwe a batik. Zosinthazi zidathandiza zidole za Boonie Bears kutenga 8% ya msika wazoseweretsa zovomerezeka ku Indonesia mu 2024, pomwe malonda adafika $12 miliyoni.
Pa misika ya Kumadzulo, Boonie Bears inayang'ana kwambiri pa mgwirizano wa "mafilimu ndi zoseweretsa". Makanema ojambula a IP adatulutsidwa m'maiko 50 aku Europe kudzera pa Netflix ndi malo owonera makanema am'deralo mu 2023, ndipo Fantawild adagwirizana ndi Walmart ndi Carrefour kuti ayambe mzere wa zoseweretsa womwe unakonzedwa kuti utulutse mafilimu. Mzerewu unaphatikizapo zinthu zoposa 30, kuyambira ma puzzle a 3D mpaka zoseweretsa zofewa zomwe zimabwereza mawu mu Chingerezi ndi Chisipanishi. Ku UK, zoseweretsa za Boonie Bears zidagulitsa mayunitsi 200,000 m'miyezi isanu ndi umodzi, chifukwa cha zotsatsa zobwerera kusukulu ndi kampeni zapaintaneti zokhala ndi anthu otchuka omwe amatsogolera makolo.
"Cholinga chathu ndi kupanga Boonie Bears kukhala yotchuka, osati IP yaku China yokha," akufotokoza Zhang Wei. "Mwa kugwira ntchito ndi ogulitsa akumaloko ndikugwirizanitsa zoyambitsa zoseweretsa ndi mafilimu, timapangitsa owonera wamba kukhala ogula zoseweretsa."
Phunziro lachiwiri: Nthano ya Hei (Ling Long) - Kupereka Zilolezo kwa Akuluakulu Osonkhanitsa
Mosiyana ndi Boonie Bears, The Legend of Hei (filimu yojambulira za sayansi yomwe imayang'ana achinyamata azaka zapakati pa 18 ndi 35, yomwe imadziwika kuti Ling Long m'misika ina) yagwiritsa ntchito njira yopezera zilolezo za "premium niche", yoyang'ana kwambiri zoseweretsa zosonkhanitsidwa zapamwamba komanso kugwirizana ndi makampani apadera apadziko lonse lapansi. Njirayi ikukwaniritsa kufunikira kwakukulu kwa misika yakumadzulo kwa makanema ojambula ndi zinthu zosonkhanitsidwa zomwe zimayang'ana akuluakulu.
Ku North America, studio ya The Legend of Hei, Hauliners Animation, yasaina pangano la sub-laisensi ndi Funko yochokera ku US—yodziwika ndi ziboliboli zake za vinyl zachikhalidwe cha pop—kuti apange mzere wa ziboliboli zosonkhanitsidwa za mainchesi 6. Zibolibolizo zili ndi zilembo zodziwika bwino za IP (Hei ndi Xiao Hei) zokhala ndi mawonekedwe atsatanetsatane komanso mitundu yochepa (monga, mtundu wowala mumdima wokha wa Comic-Con). Mzerewu unagulitsidwa mkati mwa maola 48 kuchokera pamene unatulutsidwa ku San Diego Comic-Con 2024, zomwe zinapanga ndalama zokwana $1.5 miliyoni.
Pa msika waku Japan, Haoliners adagwirizana ndi Medicom Toy, kampani yotsogola yopanga zoseweretsa yaku Japan yomwe imadziwika bwino ndi ziboliboli zapamwamba, kuti apange chifaniziro cha Hei cha mainchesi 12 cha "Real Action Heroes". Chifanizirocho chinali ndi zigawo zosinthika komanso maziko apadera ouziridwa ndi malingaliro a IP pambuyo pa chiwonongeko, mtengo wake unali ¥28,000 ($190). Chinakhala chogulitsidwa kwambiri pa tchati cha zoseweretsa zosonkhanitsidwa za Amazon Japan, ndi zifaniziro 5,000 zogulitsidwa mwezi woyamba.
"Mphamvu ya Nthano ya Hei ili m'malingaliro ake akuya komanso anthu ovuta—izi zimakopa osonkhanitsa akuluakulu omwe amaona nkhani kukhala yofunika kwambiri kuposa kukongola chabe," akutero Li Jia, woyang'anira zilolezo padziko lonse wa Haoliners. "Mwa kugwirizana ndi makampani omwe amamvetsetsa msika wosonkhanitsidwa, timapewa kuchepetsa phindu la IP ndikumanga kukhulupirika kwa mafani kwa nthawi yayitali."
Kusintha kwa Chikhalidwe: Kugonjetsa Kusiyana Kuti Mupambane Mafani Padziko Lonse
Kusiyana kwa chikhalidwe ndi vuto lalikulu kwa zoseweretsa za IP zaku China zomwe zikupita kunja, koma makampani opambana apanga njira zowongolera kusintha.
Kusintha kwa Zomwe Zili M'kati mwa Makhalidwe Anu
M'mayiko ambiri achisilamu monga Malaysia ndi Indonesia, Boonie Bears adasintha kapangidwe kake ka zoseweretsa kuti azilemekeza chikhalidwe cha anthu am'deralo: zovala za munthu wamkazi Luna zidasinthidwa kuti ziphatikizepo manja aatali ndi mpango wamutu m'mitundu ina ya zoseweretsa zokongola, ndipo ma phukusi a zoseweretsa adachotsa zithunzi za anthu akudya nkhumba (nkhani yovuta m'zikhalidwe zachisilamu). Kusintha kumeneku kunathandiza IP kupeza chilolezo kuchokera kwa akuluakulu achipembedzo am'deralo ndikulowa m'masitolo akuluakulu monga Tesco Malaysia.
Ku Ulaya, The Legend of Hei inachepetsa zochitika zina zachiwawa m'zojambula zake (zomwe zimawonetsedwa pa Crunchyroll) kuti zikwaniritse zomwe zili mu EU, zomwe zinapangitsa kuti zoseweretsa zake zivomerezedwe kwa ogulitsa ambiri. Mwachitsanzo, lupanga la zoseweretsa louziridwa ndi IP linapangidwanso kuti likhale ndi nsonga yozungulira, kupewa kugawidwa ngati "chida choopsa" motsatira miyezo ya chitetezo cha zoseweretsa za EU.
Kutsatsa Kwapafupi: Lankhulani Chilankhulo cha Omvera
Kutsatsa kwapaintaneti kwakhala chinsinsi chotseka kusiyana kwa chikhalidwe. Pa TikTok, maakaunti a Boonie Bears aku Southeast Asia amaika makanema afupiafupi a ana akumaloko akusewera ndi zoseweretsa, zomwe zimatchedwa Chimalay ndi Chitagalog, ndi ma hashtag monga #BoonieBearsMalaysia. Makanema awa apanga ma view opitilira 50 miliyoni, zomwe zapangitsa kuti 30% ya malonda omwe amagulitsidwa m'masitolo m'derali.
Kwa The Legend of Hei, Instagram ndi YouTube ndiye njira zazikulu zotsatsira malonda. Akaunti yapadziko lonse ya IP imagwirizana ndi ma anime aku Western KOLs (monga Gigguk, The Anime Man) kuti iwunikenso zoseweretsa zake zosonkhanitsidwa, kuyang'ana kwambiri pa kapangidwe kake ndi mfundo za IP. Ndemanga ya YouTube ya Gigguk ya chifaniziro cha Funko idalandira mawonedwe 1.2 miliyoni, zomwe zidapangitsa kuti maoda apaintaneti akwere ndi 40%.
Popanda intaneti, ma IP onsewa amagwiritsa ntchito misonkhano yapadziko lonse ya nthabwala kuti alumikizane ndi mafani. Boonie Bears adakhazikitsa malo ochitira misonkhano ku Singapore Comic Con 2024, komwe ana amatha kujambula zithunzi ndi ma mascot a Briar ndi Bramble akuluakulu ndikulandira zitsanzo zaulere za zoseweretsa. The Legend of Hei idachititsa gawo logawana malingaliro padziko lonse lapansi ku Paris Comic Con, kupempha mkulu wa IP kuti afotokoze nkhani yake kwa mafani aku Europe—kuwonjezera maoda asanachitike a mzere wawo wa zoseweretsa womwe ukubwera ndi 25%.
Mavuto ndi Chiyembekezo cha Mtsogolo
Ngakhale kuti zinthu zapita patsogolo, ogulitsa zidole za IP ku China akukumana ndi zopinga: mpikisano waukulu kuchokera ku ma IP aku Western ndi Japan, mtengo wokwera wa malo okhala, komanso chitetezo chosasinthasintha cha IP m'misika ina yomwe ikubwera. Mwachitsanzo, ku India, zidole zabodza za Boonie Bears plush zimagulitsa 15% ya msika, zomwe zimapangitsa kuti malonda a boma achepe.
Pofuna kuthana ndi mavutowa, boma la China lawonjezera thandizo: Unduna wa Zamalonda unayambitsa "Pulani Yotsatsa Kutumiza Ma IP" mu 2024, popereka ndalama zothandizira kulembetsa ma IP kunja kwa dziko komanso thandizo la zamalamulo motsutsana ndi kupanga ma IP abodza. Pakadali pano, mabizinesi akuyika ndalama popanga ma IP ndi anzawo am'deralo—Fantawild ikupanganso mndandanda watsopano wa makanema ojambula ndi studio ya ku Thailand, yokhala ndi anthu onse a Boonie Bears ndi anthu a m'nthano zaku Thailand, kuti awonjezere mphamvu zawo.
Poganizira zam'tsogolo, akatswiri amakampani akulosera kuti zoseweretsa za IP zaku China zidzakula kukhala magulu ena apadera (monga zoseweretsa zogwiritsa ntchito AR, zinthu za IP zosawononga chilengedwe) ndikulowa m'misika yatsopano monga Middle East ndi Africa. "Zaka zisanu zikubwerazi ziwona ma IP aku China akusintha kuchoka pa 'kukhalapo' kupita ku 'kukondedwa' padziko lonse lapansi," akutero Sarah Lee, katswiri wamkulu wa Euromonitor International. "Chofunika kwambiri ndikugwirizanitsa chikhalidwe chenicheni ndi kusintha kwa m'deralo - kusunga zomwe zimapangitsa IP kukhala yapadera ndikupangitsa kuti ikhale yogwirizana ndi omvera padziko lonse lapansi."
Pamene Boonie Bears ndi The Legend of Hei zikupitilirabe kukula, akukonza njira yoti ma IP ambiri azithunzi aku China asinthe mafani awo padziko lonse lapansi kukhala ogula zoseweretsa okhulupirika. Kwa makampani opanga zoseweretsa padziko lonse lapansi, kusinthaku kukutanthauza kusiyanasiyana, kupanga zatsopano, komanso nthawi yatsopano yosinthana kwachikhalidwe chosiyanasiyana motsogozedwa ndi IP.
Nthawi yotumizira: Sep-20-2025
