SHENZHEN, Ugushyingo [XX] — Isoko ry’ibikinisho ryahoze ryiganjemo IP zo mu Burengerazuba no mu Buyapani nka Frozen ya Disney na My Neighbor Totoro ya Studio Ghibli, ririmo kwiyongera kw’imbaraga: IP zo mu Bushinwa. Bitewe no guhanga IP mu gihugu no mu bufatanye mu mahanga, ibikinisho birimo abakinnyi b’Abashinwa birimo kwiyongera ku migabane yose. Amakuru aturuka mu Ishyirahamwe ry’Ibikoresho by’Abashinwa by’Ibikinisho by’Abashinwa (CTJPA) agaragaza ko ibicuruzwa byo mu mahanga by’ibikinisho by’Abashinwa bifite impushya za IP byiyongereyeho 28% ugereranyije n’umwaka mu 2024, bigera kuri miliyari 4.3 z’amadolari—bingana na 12% by’ibikinisho byose byoherezwa mu mahanga mu Bushinwa. Kuva kuri Boonie Bears nziza ku miryango kugeza ku nkuru ya siyansi yitwa The Legend of Hei (Ling Long), IP zo mu gihugu zirimo kuvugurura imyumvire y’abaguzi b’ibikinisho ku isi binyuze mu buryo bw’impushya zihariye n’ingamba zo guhangana n’umuco.
Izamuka ry'Ibikinisho bya IP by'Abashinwa: Kuva ku Byamamare by'Imbere mu Gihugu kugeza ku Bakinnyi b'Isi Yose
Ukwaguka kw'ibikinisho bya IP bya animation by'Abashinwa ku isi hose biterwa n'ibintu bibiri by'ingenzi: iterambere ry'inganda za animation zo mu gihugu cy'Ubushinwa ndetse n'iterambere ry'ubukungu ku isi hose ry'ibikubiye mu muco utandukanye. Mu myaka icumi ishize, Ubushinwa bwashoye imari nyinshi mu gukora animation, aho umusaruro wa buri mwaka wa animation urenga ibice 10.000 n'ibiro bya filime za animation birenga miliyari 3 z'amadolari mu 2024. Ibi byatumye habaho urubuga rwa IP nziza cyane rufite abafana benshi, biteguye gukoreshwa mu mahanga.
Zhang Wei, umuyobozi mukuru ushinzwe gutanga uburenganzira ku isi muri Fantawild Animation, studio iri inyuma ya Boonie Bears, yagize ati: “Abaguzi b’ibikinisho ku isi ntibagishakisha Disney cyangwa Pokémon gusa—bashaka IP nshya kandi zitandukanye zijyanye n’umuco kandi zishimisha abantu bo mu gace.” “IP zo mu Bushinwa zitanga inkuru zidasanzwe n’uburyo bwo kureba amashusho, bigatuma habaho ibikinisho bitandukanye bigaragarira amaso mu maduka.”
Amasoko yo mu mahanga yakiriye neza. Mu majyepfo y'uburasirazuba bwa Aziya, kugurisha ibikinisho bya IP by'Abashinwa byiyongereyeho 41% mu 2024; mu Burayi no muri Amerika ya Ruguru, igipimo cy'iterambere cyageze kuri 22% na 18% uko bikurikirana, nk'uko CTJPA ibivuga. Iri zamuka ntirishingiye ku bwinshi gusa—ni ku gaciro: ibikinisho byemewe na IP bifite inyungu iri hejuru ya 30-50% ugereranyije n'ibikinisho bisanzwe, bigatuma biba iby'ingenzi ku bashoramari bo mu Bushinwa bohereza ibicuruzwa mu mahanga.
Inyigo ya 1: Idubu rya Boonie – Itanga ry’uburenganzira ku masoko menshi rishingiye ku muryango
Nk'ikigo cy'ikoranabuhanga cyamamaza imiryango cyatsinze cyane mu Bushinwa, Boonie Bears (ikurikira ibikorwa by'idubu ebyiri n'ikigo cy'indobanure) cyubatse umuyoboro w'uburenganzira ku isi ukorera mu bihugu 130, hamwe n'ibikinisho nk'icyiciro cy'ingenzi cy'ibicuruzwa byo mu mahanga. Uburyo bwacyo bwo gutanga uburenganzira bwibanda ku "gukwirakwiza ahantu hamwe no gukwirakwiza ibicuruzwa ku bwinshi," kigamije imiryango ifite amikoro make kugeza ku yo hagati n'abacuruzi bakomeye.
Mu majyepfo y'uburasirazuba bwa Aziya, Fantawild yakoresheje uburyo bwo "gutanga uruhushya rw'ikirenga" hamwe n'abafatanyabikorwa bo mu karere. Muri Indoneziya, yafatanyije n'ikigo gicuruza ibikinisho cya KidsLand Vietnam mu guteza imbere ibikinisho bya Boonie Bears byagenewe isoko: ibikinisho byiza by'abakinnyi b'ingenzi (Briar na Bramble) byakozwe mu myenda yera cyane kugira ngo bihuze n'amabara yo mu gace, kandi amashusho magufi ya pulasitiki yari arimo ibikoresho gakondo byo muri Indoneziya nk'ingofero zifite ishusho ya batik. Ibi byafashije ibikinisho bya Boonie Bears gufata 8% by'isoko ry'ibikinisho byemewe muri Indoneziya mu 2024, aho ibyagurishijwe bigera kuri miliyoni 12 z'amadolari.
Ku masoko yo mu Burengerazuba bw'Isi, Boonie Bears yibanze ku bufatanye bwa "filime-to-to-to-to". Filime za IP zasohotse mu bihugu 50 by'i Burayi binyuze kuri Netflix na sinema zo mu gace mu 2023, maze Fantawild ifatanya na Walmart na Carrefour gutangiza umurongo w'ibikinisho wagenewe isohoka rya filime. Uyu murongo wari urimo ibicuruzwa birenga 30, kuva kuri puzzles za 3D kugeza ku bikinisho bigezweho bisubiramo interuro mu Cyongereza no mu Cyesipanyoli. Mu Bwongereza, ibikinisho bya Boonie Bears byagurishije ibikoresho 200.000 mu mezi atandatu, bitewe na promosiyo zo gusubira ku ishuri n'ubukangurambaga ku mbuga nkoranyambaga zarimo ababyeyi babigizemo uruhare.
Zhang Wei asobanura agira ati: “Intego yacu ni ugutuma Boonie Bears iba izina rizwi cyane, atari IP y’Abashinwa gusa. Mu gukorana n’abakwirakwiza ibikoresho byo mu gace no guhuza ibikinisho byo gutangiza filime n’ibisohoka, duhindura abareba ibintu bisanzwe kuba abaguzi b’ibikinisho.”
Inyigo ya 2: Ikigereranyo cya Hei (Ling Long) – Gutanga impushya ku bantu bakuru bakusanya
Bitandukanye na Boonie Bears, The Legend of Hei (filime ya sci-fi yibanda ku bantu bari hagati y’imyaka 18 na 35, izwi nka Ling Long mu masoko amwe n’amwe) yakoresheje uburyo bwo gutanga uburenganzira bwo "gukora ibikinisho byo mu rwego rwo hejuru", yibanda ku bikinisho byo mu rwego rwo hejuru byo gukusanya no gukorana n’ibirango byihariye ku isi. Iyi ngamba igamije gufasha amasoko yo mu Burengerazuba bw’isi gushaka cyane animasiyo n’ibicuruzwa byo gukusanya.
Muri Amerika y'Amajyaruguru, studio ya The Legend of Hei, Hauliners Animation, yasinye amasezerano yo gutanga uburenganzira bwo gukora na Funko yo muri Amerika—izwiho kuba ifite amashusho ya vinyl mu muco wayo ugezweho—kugira ngo hakorwe umurongo w'amashusho ya santimetero 1.8. Ayo mashusho agaragaza imiterere y'iyi filime (Hei na Xiao Hei) ifite imiterere irambuye n'amabara make (urugero, verisiyo igaragara mu mwijima gusa kuri Comic-Con). Uyu murongo wagurishijwe mu masaha 48 uhereye igihe watangiriye gukorera i San Diego Comic-Con 2024, winjije miliyoni 1.5 z'amadolari.
Ku isoko ry’Ubuyapani, Haoliners yafatanyije na Medicom Toy, ikigo gikomeye mu gukora ibikinisho by’Abayapani cyihariye mu gukora amashusho meza cyane, kugira ngo bafatanye gukora ishusho ya Hei ya santimetero 12 yitwa “Real Action Heroes”. Iyi shusho yari irimo ibice bishobora guhindurwa hamwe n’ishingiro ryihariye ryahumetswe n’ishusho ya IP nyuma y’imperuka, ku giciro cya ¥28.000 ($190). Yabaye iya mbere ku isoko ry’ibikinisho bya Amazon mu Buyapani, aho ibikoresho 5.000 byagurishijwe mu kwezi kwa mbere.
“Imbaraga za Legend of Hei zishingiye ku buryo bwimbitse bw’isi n’abantu bayo bagoye—ibi bikurura abantu bakuru bakusanya inkuru aho guha agaciro ubwiza,” ibi ni ibyavuzwe na Li Jia, umuyobozi ushinzwe gutanga uburenganzira ku isi wa Haoliners. “Mu gukorana n’ibigo bisobanukiwe isoko ry’ibicuruzwa, twirinda kwangiza agaciro ka IP kandi twubaka ubudahemuka bw’abafana igihe kirekire.”
Guhuza n'umuco: Gutsinda itandukaniro kugira ngo utsinde abafana b'isi yose
Itandukaniro ry'umuco ni ryo ribangamira cyane ibikinisho bya IP by'Abashinwa bijya mu mahanga, ariko ibigo byatsinze byashyizeho ingamba zigamije guhangana n'ibibazo.
Ivugurura ry'ibikubiye mu nyandiko ku gaciro k'aho uherereye
Mu bihugu byiganjemo Abayisilamu nka Maleziya na Indoneziya, Boonie Bears yahinduye imiterere y'ibikinisho byayo kugira ngo yubahirize umuco w'aho: imyenda y'umugore Luna yahinduwe kugira ngo ishyiremo amaboko maremare n'igitambaro cyo mu mutwe muri bimwe mu bikinisho biryoshye, kandi amapaki y'ibikinisho yakuyeho amashusho y'abantu barya ingurube (ingingo ikomeye mu muco wa Kiyisilamu). Izi mpinduka zafashije IP kwemerwa n'abayobozi b'amadini bo muri ako gace no kwinjira mu maduka akomeye nka Tesco Malaysia.
Mu Burayi, The Legend of Hei yagabanyije amashusho amwe n'amwe y'urugomo mu binyamakuru byayo bya filime (byatambutse kuri Crunchyroll) kugira ngo bihuze n'ibipimo by'ibikubiye muri EU, byatumye ubucuruzi bwayo bw'ibikinisho bwemewe n'abacuruzi bakomeye. Urugero, inkota y'ibikinisho yahumetswe na IP yavuguruwe kugira ngo ibe ifite agace kazengurutse, yirinda gushyirwa mu byiciro nk' "intwaro iteje akaga" hakurikijwe amahame y'umutekano w'ibikinisho bya EU.
Kwamamaza mu buryo bw'ibanze: Vuga ururimi rw'abareba
Kwamamaza hakoreshejwe ikoranabuhanga byabaye ingenzi mu kuziba icyuho mu muco. Kuri TikTok, konti za Boonie Bears zo muri Aziya y'Amajyepfo y'Uburasirazuba zishyira ahagaragara amashusho magufi y'abana bo muri ako gace bakina n'ibikinisho, byitwa mu rurimi rwa Malay na Tagalog, hamwe na hashtag nka #BoonieBearsMalaysia. Aya mashusho yarebwe abantu barenga miliyoni 50, bituma 30% by'ibicuruzwa byagurishijwe mu maduka muri ako karere.
Kuri The Legend of Hei, Instagram na YouTube ni zo nzira nyamukuru zo kwamamaza. Konti ya IP ku isi ikorana na anime zo mu Burengerazuba bwa Amerika (urugero: Gigguk, The Anime Man) kugira ngo isuzume ibikinisho byayo byo gukusanya, yibanda ku bisobanuro birambuye ku miterere n'amateka ya IP. Isuzuma rya YouTube ryakozwe na Gigguk ry'umubare wa Funko ryarebwe abantu miliyoni 1.2, bituma 40% by'abatumije kuri interineti biyongera.
Nta interineti, ikoranabuhanga rya IP ryombi rikoresha uburyo bwo guhuza abakunzi baryo n’abafana baryo. Boonie Bears yashinze ahantu ho guhurira abantu benshi muri Singapore Comic Con 2024, aho abana bashoboraga gufata amafoto bakoresheje amafoto y’abana ba Briar na Bramble kandi bagahabwa ibikoresho by’abana ku buntu. Ikinyamakuru The Legend of Hei cyateguye ikiganiro cyo gusangira ibitekerezo ku isi muri Paris Comic Con, gitumira umuyobozi wa IP gusobanurira abafana b’i Burayi inkuru yayo—bongera 25% by’abatumije mbere y’igihe ku murongo wayo w’ibikinisho.
Imbogamizi n'icyerekezo cy'ejo hazaza
Nubwo hari intambwe imaze guterwa, abashoramari bo mu Bushinwa bahura n'imbogamizi: ipiganwa rikomeye rituruka ku ikoranabuhanga rya IP ry'i Burengerazuba n'iry'Ubuyapani, ibiciro biri hejuru byo gushyira mu bikorwa aho biri, ndetse no kutagira uburyo bwo kurinda IP mu masoko amwe na amwe ari mu iterambere. Urugero, mu Buhinde, ibikinisho bya Boonie Bears by'impimbano bigize 15% by'isoko, bigabanura kugurishwa kwemewe.
Kugira ngo ibi bibazo bikemuke, guverinoma y'Ubushinwa yongereye imbaraga mu gushyigikira: Minisiteri y'Ubucuruzi yatangije "Gahunda yo Guteza Imbere Kohereza Imbuga za IP" mu 2024, itanga inkunga yo kwandikisha IP mu mahanga no gutanga ubufasha mu by'amategeko mu kurwanya ikorwa ry'amahimbano. Hagati aho, ibigo birimo gushora imari mu gukora IP hamwe n'abafatanyabikorwa bo mu gihugu—Fantawild irimo gutegura urukurikirane rushya rw'amashusho animated hamwe na studio yo muri Tayilande, irimo abakinnyi ba Boonie Bears n'abantu b'imigani bo muri Tayilande, kugira ngo irusheho gushimangira imyumvire y'abaturage.
Mu gihe kiri imbere, impuguke mu nganda ziteganya ko ibikinisho bya IP by’Abashinwa bizakura mu byiciro byihariye (urugero, ibikinisho bikoresha AR, ibicuruzwa bya IP birengera ibidukikije) kandi bigere ku masoko mashya nka Uburasirazuba bwo Hagati na Afurika. Sarah Lee, umusesenguzi mukuru muri Euromonitor International, agira ati: “Mu myaka itanu iri imbere, ibimenyetso bya IP by’Abashinwa bizava ku ‘kubaho’ bikagera ku ‘gukundwa’ ku isi yose. Ikintu cy’ingenzi ni ukugereranya ukuri kw’umuco n’uburyo bwo guhuza ibintu n’aho biherereye—gukomeza gutuma IP iba yihariye mu gihe uyihuza n’abayireba ku isi yose.”
Mu gihe Boonie Bears na The Legend of Hei bakomeje gutera imbere, barimo gutegura inzira y’amashusho menshi y’abashinwa animation kugira ngo ahindure abafana babo ku isi yose abaguzi b’ibikinisho b’indahemuka. Ku nganda z’ibikinisho ku isi, iyi mpinduka isobanura ubudasa bwinshi, udushya twinshi, n’igihe gishya cyo guhanahana amakuru hagati y’imico itandukanye bishingiye kuri IP.
Igihe cyo kohereza: 20 Nzeri 2025
