Chuma cha Ana Chikukula: Zoseweretsa Zosonkhanitsidwa ndi Akuluakulu Zayamba Kukhala Injini Yatsopano Yokulira Kutumiza Zinthu Kunja

Kukula kwa msika wa zoseweretsa ndi 4.1%. Lipotili likufotokoza za kukula kwa msika, khalidwe la ogula, ndi momwe ogulitsa aku China akugwiritsira ntchito "kugwiritsa ntchito zinthu zakale" kuti apeze ogula padziko lonse lapansi.

Kukula kwa Msika Padziko Lonse: Makampani Okwana $28.7 Biliyoni okhala ndi Malo Otchuka a M'madera

Msika wapadziko lonse wa zoseweretsa za akuluakulu wasintha kuchoka pa gawo lalikulu kufika pa bizinesi yolemera mabiliyoni ambiri m'zaka zisanu zokha. Deta ya Euromonitor International ikuwonetsa kuti msika unafika pa $28.7 biliyoni mu 2024, ndipo North America, Europe, ndi Asia-Pacific ndi madera atatu apamwamba—lililonse lomwe lili ndi zomwe ogula amakonda komanso zomwe zimapangitsa kuti zinthu zikule.

North America ikadali msika waukulu kwambiri, womwe umagulitsa 42% ya malonda padziko lonse lapansi (\(12.05 biliyoni mu 2024), motsogozedwa ndi kufunikira kwa zinthu za superhero ndi sci-fi IP. Ku US kuli anthu okwana 35 miliyoni osonkhanitsa zidole za akuluakulu, ndipo 62% mwa iwo amawononga \)500-\(2,000 pachaka pazinthu monga ziboliboli za Marvel ndi zida za *Star Wars*, malinga ndi kafukufuku wa 2024 wa The NPD Group. "Anthu aku America Kidults ali okonzeka kulipira mitengo yapamwamba pazinthu zochepa zomwe zikuwonetsa zokumbukira zawo zachikhalidwe cha pop zomwe amakonda," akutero Sarah Lee, katswiri wamkulu ku Euromonitor. "Chifaniziro cha resin cha mainchesi 12 cha Spider-Man chingagulitsidwe \)300-$500, ndipo nthawi zambiri chimagulitsidwa mkati mwa maola ochepa."

Europe ikutsatira ndi 28% ya msika wapadziko lonse ($8.04 biliyoni), komwe zinthu zakale ndi zakale zimagulitsidwa kwambiri. UK, Germany, ndi France zawona kufunikira kwakukulu kwa zinthu zoseweretsa za m'ma 1980 ndi 1990—monga Transformers G1 replicas ndi He-Man action figures—komwe kumayendetsedwa ndi ogula azaka zapakati omwe akufuna kubwezeretsanso kulakalaka zakale zaubwana. Ku Germany, kugulitsa sitima ndi magalimoto a anthu akuluakulu kunakula ndi 27% mu 2024, malinga ndi German Toy Association.

Asia-Pacific ndi dera lomwe likukula mofulumira kwambiri, ndi CAGR ya 18% kuyambira 2022. Chikhalidwe cha otaku cha ku Japan chomwe chakhalapo kwa nthawi yayitali chikupitilira kukweza kufunikira kwa ziboliboli za anime (monga Demon Slayer ndi Attack on Titan), pomwe anthu apakati omwe akuchulukirachulukira ku Southeast Asia akulandira zinthu za IP zakumadzulo ndi zaku China. Ku Indonesia, kugulitsa zoseweretsa za akuluakulu kunakwera ndi 45% mu 2024, pomwe ziboliboli za Naruto zopangidwa ku China ndi zoseweretsa zapamwamba za Boonie Bears zikutchuka, deta ya CTJPA ikuwonetsa.

Chithunzi cha Ogula: Kodi Akuluakulu Osonkhanitsa Ndani?

Anthu osonkhanitsa zidole akuluakulu masiku ano ndi osiyanasiyana, koma njira zazikulu zopezera zidole ndi makhalidwe abwino zikusintha njira zopangira zinthu ndi malonda.

Malinga ndi zaka, omvera akuluakulu amakhala pakati pa zaka 25 ndi 45, zomwe zimapangitsa kuti 78% ya ogula zinthu zosonkhanitsidwa padziko lonse lapansi, malinga ndi The NPD Group. Gululi—ambiri mwa iwo omwe adakulira mu nthawi yagolide ya makanema ojambula ndi mafilimu otchuka—ali ndi ndalama zoti azigwiritsa ntchito pazinthu zosangalatsa. "Millennials ndi Gen Z akuyendetsa chizolowezi cha Kidult," akufotokoza Li Jia, mkulu wa malonda ku HobbyMax, wopanga zoseweretsa zosonkhanitsidwa ku Guangzhou. "Amaona zinthu zosonkhanitsidwa osati ngati zoseweretsa zokha, komanso ngati zizindikiro za udindo komanso ndalama zomwe zimayikidwa m'maganizo."

Kusintha kwa amuna ndi akazi kukusinthanso. Kale msika womwe unkalamuliridwa ndi amuna (ndi amuna omwe amapanga 75% ya ogula mu 2019), akazi osonkhanitsa tsopano ali ndi 35% ya malonda padziko lonse lapansi—kukwera ndi 12 peresenti m'zaka zisanu. Ku South Korea ndi UK, azimayi ogula amakonda zinthu zokongola koma zapamwamba kwambiri, monga Sanrio's Hello Kitty premium figures ndi Studio Ghibli's My Neighbor Totoro resin models. "Tawona kuwonjezeka kwa 50% kwa makasitomala achikazi omwe amagula ziboliboli zathu za Spirited Away ku Europe," Li Jia akuwonjezera.

Zifukwa zitatu zazikulu zomwe zimachititsa kuti akuluakulu azisonkhanitsa ndalama:

Kukumbukira Zakale: 62% ya ogula amanena kuti "kubwereranso ku zokumbukira zaubwana" ndiye chifukwa chachikulu, malinga ndi kafukufuku wa 2024 wa Global Toy Insights. Mwachitsanzo, anthu aku America azaka zapakati pa 35-45 nthawi zambiri amafunafuna zidole za GI Joe kapena Barbie kuyambira ali ana, pomwe osonkhanitsa aku China ku Southeast Asia amagula makope a anthu ojambula zithunzi za m'ma 1990 monga Black Cat Detective.

Chidziwitso cha Anthu: Osonkhanitsa zinthu amagwiritsa ntchito zinthu zawo kuti amange gulu—kugawana zithunzi pa Instagram, kulowa nawo m'mabwalo apaintaneti (monga Reddit's r/ActionFigures), komanso kupezeka pamisonkhano ngati San Diego Comic-Con (SDCC). Kafukufuku wa 2024 adapeza kuti 45% ya osonkhanitsa akuluakulu apanga mabwenzi kudzera muzochita zawo.

Mtengo Wogulira: Zinthu zosonkhanitsidwa zochepa nthawi zambiri zimakhala ndi mtengo wake. Chifaniziro cha Avengers: Endgame Iron Man cha 2019, chomwe poyamba chinali ndi mtengo wa \(400, tsopano chikugulitsidwa pamtengo woposa \)1,200 m'misika yachiwiri monga eBay. "Maganizo ogulira" awa amachititsa 30% ya zinthu zogulira zapamwamba, malinga ndi The NPD Group.

Ndondomeko ya Ogulitsa Zinthu ku China: Kupanga Zinthu Zokumbukira Zakale, Kutsatsa Kuti Tigwirizane

Opanga zidole aku China akugwiritsa ntchito ukadaulo wawo wopanga zinthu komanso mgwirizano wawo wa IP kuti apeze gawo lalikulu la msika wapadziko lonse wa anthu akuluakulu osonkhanitsidwa, ndi magawo awiri ofunikira: kapangidwe ka zinthu koyendetsedwa ndi kukumbukira zakale komanso malonda ogwirizana ndi anthu ammudzi.

Kapangidwe ka Zogulitsa: Kuphatikiza Chikumbukiro ndi Ubwino ndi Zatsopano

Anthu otsogola ochokera ku China amasintha zinthu zawo kuti zigwirizane ndi zokumbukira zakale za m'deralo komanso kukweza khalidwe kuti likwaniritse miyezo ya akuluakulu.

Mgwirizano wa IP wa Kukumbukira Zakale Padziko Lonse: Kugwirizana ndi ma IP odziwika bwino padziko lonse lapansi ndi njira yabwino kwambiri. Pop Mart yochokera ku Shenzhen, yotchuka ndi mabokosi ake osawoneka bwino, idayambitsa mgwirizano wa Star Wars mu 2024—wokhala ndi ziboliboli za mainchesi atatu za Darth Vader ndi Luke Skywalker zokhala ndi ma phukusi akale a m'ma 1970. Mzerewu udagulitsa mayunitsi 500,000 padziko lonse lapansi m'miyezi itatu yoyamba, zomwe zidapanga ndalama zokwana $25 miliyoni. "Ma IP apadziko lonse lapansi ali ndi kulakalaka zakale," akutero Wang Jian, manejala wogulitsa padziko lonse wa Pop Mart. "Mwa kuyika mawonekedwe athu apadera pa iwo, tikukopa mafani akale komanso osonkhanitsa atsopano."

Zofanana ndi Zamakono: Pamisika ya m'madera osiyanasiyana, makampani aku China amapanganso zoseweretsa zakale zokhala ndi zinthu zabwino komanso tsatanetsatane wabwino. HobbyMax idatulutsa kopi ya Transformers Optimus Prime ya m'ma 1980 mu 2024, yopangidwa ndi chitsulo chopangidwa ndi die-cast (m'malo mwa pulasitiki) ndi magetsi a LED m'maso. Pokhala ndi mtengo wa $280, chitsanzocho chinagulitsa mayunitsi 20,000 ku Europe ndi North America—zoposa ziyembekezo zake. "Akuluakulu amafuna kulakalaka zoseweretsa zawo zaubwana, koma ndi khalidwe lomwe angayamikire tsopano," Li Jia akufotokoza.

Kugwirizana kwa IP ku China: Ma IP akunja akutchukanso. Gulu la Alpha la Guangzhou linayambitsa mzere wapamwamba wa zifaniziro za The Legend of Hei (Ling Long) mu 2024, cholinga chake chinali kukonda okonda sayansi ku US ndi Europe. Zifaniziro za resin za mainchesi 10, zomwe zinali ndi zilembo za IP pambuyo pa chiwonongeko, zinagulitsidwa pa $320 chilichonse ndipo zinagulitsidwa kwambiri ku London Toy Fair. "Ma IP a ku China amapereka nkhani zatsopano kwa osonkhanitsa padziko lonse lapansi otopa ndi zilembo za Kumadzulo zomwezo," akutero Zhang Wei, mkulu wa Alpha Group wogulitsa kunja.

Kutsatsa: Kumanga Chigawo ndi Kukhazikitsa Zosowa

Pofuna kufikira akuluakulu osonkhanitsa zinthu, ogulitsa zinthu ku China akusuntha kupitirira malonda achikhalidwe koma akuyang'ana kwambiri pa kumanga midzi ndi ma kampeni otsogozedwa ndi kusowa kwa zinthu.

Ma Social Media ndi Mgwirizano wa KOL: Mapulatifomu monga Instagram, TikTok, ndi YouTube ndi ofunikira kwambiri powonetsa zinthu zosonkhanitsidwa. Pop Mart imagwirizana ndi ma KOL a "toy unboxing" monga @ToyCollectorGirl (yemwe ali ndi otsatira 1.2 miliyoni) kuti ayang'anenso zinthu zake. Kanema wa TikTok wa 2024 wowonetsa zithunzi za Star Wars akutulutsa mabokosi adawonedwa ndi anthu 4.5 miliyoni, zomwe zidapangitsa kuti malonda awo akwere ndi 30%. "Akuluakulu amakhulupirira osonkhanitsa ena kuposa malonda," akutero Wang Jian.

Kupezeka pa Misonkhano: Misonkhano ikuluikulu ya zoseweretsa—monga SDCC, Tokyo Toy Show, ndi London Toy Fair—ndizofunika kwambiri popanga mawonekedwe a kampani. Mu 2024, HobbyMax idavumbulutsa chifaniziro chake cha Attack on Titan chomwe chinali ndi makope ochepa ku SDCC, ndikupereka mayunitsi 500 apadera a "Comic-Con Only" okhala ndi ma phukusi apadera. Mayunitsiwo adagulitsidwa m'maola awiri, ndipo phokosolo lidapanga maoda okwana 10,000 asanafike nthawi zonse.

Kugwirizana ndi Anthu Ochokera Kunja: Ogulitsa kunja akupanga magulu a pa intaneti kuti alimbikitse kukhulupirika. Alpha Group idakhazikitsa gulu la Facebook, "Global Ling Long Collectors," komwe mamembala amagawana zithunzi za ziboliboli zawo, kutenga nawo mbali pa mafunso ndi mayankho ndi opanga IP, ndikuvotera zinthu zomwe zikubwera. Gululi tsopano lili ndi mamembala 25,000, ndipo 40% ya iwo agula zinthu mobwerezabwereza. "Osonkhanitsa akamva kuti ndi mbali ya gulu, amakhala olimbikitsa malonda," akutero Zhang Wei.

Ma Model Ochepa ndi Ogulira Pasadakhale: Kusowa kwa zinthu kumapangitsa kuti anthu azifuna zinthu zambiri. Zinthu zambiri zosonkhanitsidwa ku China zomwe anthu akuluakulu amasonkhanitsa zimatulutsidwa ngati zosonkhanitsidwa zochepa (monga mayunitsi 1,000-5,000) zokhala ndi ma satifiketi olembedwa manambala, zomwe zimapangitsa kuti anthu azifuna zinthu zambiri. Kugula zinthu pasadakhale n’kofala kwambiri—HobbyMax inatsegula zinthu zosonkhanitsira zinthu pasadakhale za Optimus Prime replica miyezi itatu isanatulutsidwe, zomwe zinalola kampaniyo kuyeza kufunika kwake ndikusintha kupanga kwake.

Mavuto ndi Chiyembekezo cha Mtsogolo

Ngakhale kukulaku kukukulirakulira, ogulitsa aku China akukumana ndi zopinga pamsika wa zinthu zosonkhanitsidwa kwa akuluakulu. Mpikisano wochokera ku makampani odziwika bwino aku Western (monga Funko, Sideshow Collectibles) ndi makampani aku Japan (monga Good Smile Company) ukupitirirabe. Kuphwanya malamulo a IP ndi chiopsezo china—zifaniziro zabodza zopangidwa ku China za Star Wars zadzaza m'misika yapaintaneti, zomwe zachepetsa malonda ovomerezeka. Kuphatikiza apo, ndalama zambiri zopangira (za utomoni ndi zitsulo) zikutanthauza kuti phindu ndi lochepa poyerekeza ndi zoseweretsa za ana.

Pofuna kuthana ndi mavutowa, ogulitsa kunja akuyika ndalama mu luso latsopano komanso kupanga dzina. Ena akuphatikiza ukadaulo mu zinthu zosonkhanitsidwa—monga zinthu za AR (augmented reality) zomwe zimathandiza ogwiritsa ntchito “kubweretsa ziboliboli zamoyo” kudzera mu mapulogalamu a mafoni. Ena akuyang'ana kwambiri pa kukhazikika kwa zinthu, pogwiritsa ntchito utomoni wosawononga chilengedwe kuti akope ogula omwe amasamala za chilengedwe.

Poganizira zamtsogolo, tsogolo la kutumiza zidole za akuluakulu zosonkhanitsidwa kunja ndi lowala. Misika yomwe ikukula monga Middle East ndi Latin America ikuwonetsa kukula kwakukulu—msika wa akuluakulu wosonkhanitsidwa ku Saudi Arabia unakula ndi 55% mu 2024, malinga ndi CTJPA. Pamene akuluakulu ambiri akuvomereza "kusewera ngati moyo," ogulitsa aku China omwe angathe kulinganiza zokumbukira zakale, khalidwe labwino, komanso anthu ammudzi adzapitirizabe kutenga gawo pamsika.

"Chuma cha Kidult si chachizolowezi—ndi chizolowezi cha nthawi yayitali," akutero Sarah Lee. "Akuluakulu akuika patsogolo zokumana nazo ndi maubwenzi amalingaliro, ndipo zoseweretsa zosonkhanitsidwa zimapereka zonse ziwiri. Kwa ogulitsa aku China, uwu ndi mwayi wokhawokha wokhala atsogoleri padziko lonse lapansi m'gulu lomwe likukula mwachangu."

Pamene zinthu zosonkhanitsidwa zopangidwa ndi akuluakulu zopangidwa ku China zikuchulukirachulukira ku New York, London, ndi Tokyo, makampaniwa akutsimikizira kuti zoseweretsa si za ana okha—ndipo kulakalaka zakale kungakhale injini yamphamvu yopititsira patsogolo kukula kwa zinthu zotumizidwa kunja.