GUANGZHOU, Ukwakira [XX] — Inganda z’ibikinisho ku isi ntizikiri iz’abana gusa. Bitewe n’ubukungu bw’abana bukomeje kwiyongera—abantu bakuru bishora mu bikorwa by’ubuto—ibikinisho byo gukusanya bigamije abantu bakuru byabaye ahantu hatunguranye ku bacuruzi b’ibikinisho bo mu Bushinwa. Kuva ku mashusho y’intwari kugeza ku bikoresho by’icyitegererezo bigoye, ibi bicuruzwa birimo gutera imbere mu iterambere ry’ibyoherezwa mu mahanga, aho kugurisha mu mahanga ibikinisho by’abantu bakuru bo mu Bushinwa byazamutseho 38% ugereranyije n’umwaka mu 2024 bikagera kuri miliyari 3.6 z’amadolari y’Amerika, nk’uko bivugwa n’Ishyirahamwe ry’Ibikoresho by’Abana n’Abana (CTJPA). Mu gihe icyifuzo cy’ibikinisho byo gukusanya gishingiye ku kwibuka no kuzirikana ibihembo by’agaciro gakomeye ku isi gikomeje kwiyongera, impuguke mu nganda zihanura ko iki gice kizakura ku gipimo cy’umwaka (CAGR) cya 12.2% kugeza mu 2028, kirenze igipimo rusange.
Izamuka rya 4.1% ry'isoko ry'ibikinisho. Iyi raporo irasuzuma uko isoko ryagutse, imyitwarire y'abaguzi, n'uburyo abashoramari bo mu Bushinwa bohereza ibicuruzwa mu mahanga bakoresha "ikoreshwa ry'ibikinisho bya kera" kugira ngo bagure abaguzi ku isi.
Igipimo cy'Isoko Mpuzamahanga: Inganda ifite miliyari 28.7 z'amadolari ifite ahantu hakomeye mu karere
Isoko ry’ibikinisho by’abantu bakuru ku isi ryavuye ku rwego rwo hejuru rikagera ku nganda zitwara miliyari nyinshi z’amadolari mu myaka itanu gusa. Amakuru ya Euromonitor International agaragaza ko isoko ryageze kuri miliyari 28.7 z’amadolari mu 2024, Amerika ya Ruguru, Uburayi, na Aziya-Pasifika nk’uturere dutatu twa mbere—buri gace gafite ibyo abaguzi bakunda kandi gatera iterambere.
Amerika y'Amajyaruguru ikomeje kuba isoko rinini, rigizwe na 42% by'ibyagurishijwe ku isi yose (miliyari 12.05 mu 2024), riyobowe no gukenera ibikoresho bya IP by'intwari na sci-fi. Amerika ituwe n'abantu barenga miliyoni 35 bakusanya ibikinisho by'abantu bakuru, aho 62% byabo bakoresha 500-2.000 buri mwaka ku bintu nk'ibishushanyo bya Marvel n'ibikoresho bya *Star Wars*, nk'uko ubushakashatsi bwakozwe na The NPD Group mu 2024 bwabigaragaje. "Abanyamerika Kidults biteguye kwishyura ibiciro by'igiciro ku bihangano by'ibihangano by'ibihangano by'umuco ugezweho bakunze kwibuka," ibi ni ibyavuzwe na Sarah Lee, umusesenguzi mukuru muri Euromonitor. "Ishusho ya resin ya santimetero 12 ya Spider-Man ishobora kugurishwa 300-500$, kandi ikoreshwa ry'ibikoresho rito rikunze kugurishwa mu masaha make."
Uburayi bukurikiraho na 28% by'isoko mpuzamahanga (miliyari 8.04 z'amadolari), aho ibintu bya kera n'ibya kera byiganje. Ubwongereza, Ubudage, n'Ubufaransa byabonye ukwiyongera k'ubwiyongere bw'abashaka ibikinisho by'imyaka ya 1980 na 1990—nk'ibikinisho bya Transformers G1 na He-Man—biterwa n'abaguzi b'imyaka yo hagati bashaka kugarura ibihe byo kwibuka abana babo. Mu Budage, kugurisha gari ya moshi n'imodoka by'abantu bakuru byazamutseho 27% mu 2024, nk'uko bivugwa n'Ishyirahamwe ry'Abakinnyi b'Abadage.
Aziya na Pasifika ni akarere gakura cyane, aho kari ku kigero cya 18% kuva mu 2022. Umuco wa otaku wo mu Buyapani umaze igihe kinini ukomeje gutuma abantu bashaka amashusho ya anime (urugero: Demon Slayer na Attack on Titan), mu gihe abaturage bo mu cyiciro cyo hagati mu majyepfo y'uburasirazuba bw'Aziya barimo kwakira ibikoresho bya IP byo mu Burengerazuba no mu Bushinwa. Muri Indoneziya, kugurisha ibikinisho by'abantu bakuru byakusanyijwe byazamutseho 45% mu 2024, aho amashusho ya Naruto yakozwe mu Bushinwa n'ibikinisho bya Boonie Bears byamamaye cyane, nk'uko amakuru ya CTJPA abigaragaza.
Ishusho y'abaguzi: Abakusanya abantu bakuru ni bande?
Abakusanya ibikinisho by’abantu bakuru muri iki gihe ni itsinda ry’abantu batandukanye, ariko imyitwarire y’ingenzi mu miterere y’abaturage n’imyitwarire irimo kugira uruhare mu iterambere ry’ibicuruzwa no kubyamamaza.
Ukurikije imyaka, abantu b'ingenzi bareba imikino yo gukusanya ibikoresho by'abantu bakuru bari hagati y'imyaka 25 na 45, bangana na 78% by'abagura ibikoresho by'abantu bakuru ku isi, nk'uko The NPD Group ibivuga. Iri tsinda—abenshi muri bo bakuriye mu gihe cy'izabukuru cy'uruhererekane rw'amashusho y'amakinamico na filime zikomeye—rifite amafaranga yo gukoresha mu bikorwa byo kwishimisha. Li Jia, umuyobozi ushinzwe iyamamazabikorwa muri HobbyMax, ikigo gikora ibikoresho by'amakinamico giherereye i Guangzhou, asobanura ati: "Millennials na Gen Z nibo bayobora icyerekezo cya Kidult." "Babona ibikoresho by'amakinamico atari nk'ibikinisho gusa, ahubwo nk'ibimenyetso by'icyubahiro n'ishoramari mu marangamutima."
Imiterere y’uburinganire nayo irimo guhinduka. Mu mateka, isoko ryiganjemo abagabo (abagabo bagize 75% by’abaguzi mu 2019), abagore bakusanya ubu bangana na 35% by’ibicuruzwa ku isi—byiyongereyeho amanota 12 ku ijana mu myaka itanu. Muri Koreya y'Epfo no mu Bwongereza, abagore bagura ibintu byiza ariko byiza cyane, nka Sanrio's Hello Kitty's premium figures na Studio Ghibli's My Neighbor Totoro resin models. Li Jia yongeraho ati: "Twabonye umubare w’abaguzi b’abagore bagura amashusho yacu ya Spirited Away mu Burayi," nk'uko Li Jia yongeraho.
Impamvu eshatu z'ingenzi zituma abantu bakuru bakusanya ibintu:
Guhora wibuka ibyahise: 62% by'abaguzi bavuga ko impamvu nyamukuru ari "kongera kwiyumvanamo n'ibyo wibuka mu bwana", nk'uko ubushakashatsi bwakozwe na Global Toy Insights bwo mu 2024 bubivuga. Urugero, Abanyamerika bari hagati y'imyaka 35 na 45 bakunze gushaka ibipupe bya GI Joe cyangwa Barbie kuva bakiri bato, mu gihe abakusanya b'Abashinwa bo muri Aziya y'Amajyepfo bagura kopi z'abakinnyi b'ibishushanyo mbonera bo mu myaka ya 1990 nka Black Cat Detective.
Imiterere y'imibereho: Abakusanya ibintu bakoresha ibintu byabo mu kubaka umuryango—gusangiza amafoto kuri Instagram, kwinjira mu mbuga za interineti (urugero, Reddit's r/ActionFigures), no kwitabira inama nka San Diego Comic-Con (SDCC). Ubushakashatsi bwakozwe mu 2024 bwagaragaje ko 45% by'abakusanya ibintu bakuru babonye inshuti binyuze mu byo bakunda.
Agaciro k'ishoramari: Ibintu byo mu bwoko bwa Avengers: Endgame Iron Man byo mu 2019 bifite agaciro gake, byabanje kugurwa ku giciro cya \(400), ubu bigurishwa ku masoko ya kabiri nka eBay. Iyi "mitekerereze y'ishoramari" ituma 30% by'ibintu bigurwa ku rwego rwo hejuru, nk'uko The NPD Group ibivuga.
Ingamba z'Abashoramari bo mu Bushinwa: Gushushanya hagamijwe kwibuka ibintu bishya, kwamamaza hagamijwe guhuza abantu
Abakora ibikinisho by’Abashinwa barimo gukoresha ubuhanga bwabo mu gukora no mu bufatanye bwabo mu bijyanye n’ikoranabuhanga kugira ngo babone igice kinini cy’isoko ry’ibicuruzwa by’abantu bakuru ku isi, aho ibintu bibiri by’ingenzi bibandaho: igishushanyo mbonera cy’ibicuruzwa bishingiye ku kwibuka igihe kirekire no kwamamaza hibandwa ku baturage.
Igishushanyo mbonera cy'ibicuruzwa: Guhuza Nostalgia n'Ubwiza n'Udushya
Abashoramari b’Abashinwa bashoboye kohereza ibicuruzwa byabo mu mahanga babikora kugira ngo barusheho kwibuka ibintu bisanzwe mu karere, mu gihe barushaho kunoza ubuziranenge kugira ngo buhuze n’ibipimo by’abantu bakuru.
Ubufatanye bwa IP mu Gushaka Kuramuka ku Isi: Gukorana n'abakoresha IP bazwi cyane ku isi ni ingamba ikomeye. Pop Mart yo muri Shenzhen, izwiho gukoresha udusanduku twayo tw’amadirishya, yatangije ubufatanye bwa Star Wars mu 2024—irimo amashusho ya Darth Vader na Luke Skywalker ya santimetero 3 hamwe n'udupfunyika twa kera two mu myaka ya 1970. Uyu murongo wagurishije ibikoresho 500.000 ku isi mu mezi atatu ya mbere, binjiza amafaranga angana na miliyoni 25 z'amadolari. Wang Jian, umuyobozi ushinzwe ubucuruzi ku isi muri Pop Mart, agira ati: "Imiterere ya IP ku isi ifite icyizere cyo kuramuka ku isi." "Mu gushyira mu bikorwa imiterere yacu yihariye, turakurura abafana bamaze igihe kinini ndetse n'abakusanya bashya."
Ibikoresho bya Retro Replicas bifite Ivugurura Rigezweho: Ku masoko yo mu karere, amasosiyete yo mu Bushinwa avugurura ibikinisho bya kera bifite ibikoresho byiza n'ibisobanuro birambuye. HobbyMax yasohoye kopi ya Transformers Optimus Prime yo mu myaka ya 1980 mu 2024, yakozwe mu cyuma gikozwe mu cyuma (aho kuba pulasitiki) n'amatara ya LED mu maso. Igiciro cyayo cyaguzwe $280, iyi moderi yagurishijwe ibikoresho 20.000 mu Burayi no muri Amerika y'Amajyaruguru - biruta ibyo yari yiteze. Li Jia asobanura agira ati: "Abantu bakuru bifuza kwibuka ibikinisho byabo byo mu bwana, ariko kubera ubwiza bashobora kwishimira ubu."
Ubushinwa bwa IP Globalisation: Isosiyete ya Alpha Group nayo irimo kwigarurira abantu benshi. Itsinda rya Alpha rya Guangzhou ryatangije igishushanyo cya The Legend of Hei (Ling Long) mu 2024, ryibanda ku bafana ba siyansi muri Amerika no mu Burayi. Ibishushanyo bya resin bya santimetero 10, birimo abakinnyi ba IP nyuma y’imperuka, byagurishijwe ku madolari 320 buri kimwe, maze biba icya mbere mu imurikagurisha ry’ibikinisho rya London Toy Fair. Zhang Wei, umuyobozi ushinzwe kohereza ibicuruzwa mu mahanga muri Alpha Group, agira ati: "Ifoto za IP z’Abashinwa zitanga inkuru nshya ku bakusanya ku isi barambiwe abakinnyi bamwe bo mu Burengerazuba."
Kwamamaza: Kubaka Umuryango no Guteza Ubuke
Kugira ngo bagere ku bantu bakuru bakusanya ibicuruzwa, abashoramari bo mu Bushinwa bohereza ibicuruzwa hanze barimo kurenga kwamamaza bisanzwe ahubwo bakibanda ku kubaka umuryango no ku bukangurambaga bushingiye ku bukene.
Imbuga Nkoranyambaga n'Ubufatanye bwa KOL: Imbuga nka Instagram, TikTok, na YouTube ni ingenzi cyane mu kwerekana ibintu byo gukusanya. Pop Mart ikorana na "toy unboxing" KOL nka @ToyCollectorGirl (ufite abayoboke miliyoni 1.2) kugira ngo basuzume ibicuruzwa byayo. Videwo ya TikTok yo mu 2024 yerekanaga amashusho ya Star Wars yarebwe abantu miliyoni 4.5, byatumye ibicuruzwa byiyongeraho 30%. Wang Jian agira ati: "Abantu bakuru bizera abandi bantu kurusha amatangazo."
Kuba hari amateraniro: Amarushanwa akomeye y’ibikinisho—nk’iya SDCC, Tokyo Toy Show, na London Toy Fair—ni ingenzi mu kubaka izina ry’ikirango. Mu 2024, HobbyMax yashyize ahagaragara ishusho yayo y’igitero cya Titan muri SDCC, itanga ibikoresho 500 byihariye bya "Comic-Con Only" bifite ipaki yihariye. Ibikoresho byaguzwe mu masaha abiri, kandi urusaku rwatumye abantu 10.000 batumiza mbere y’igihe ku gikoresho gisanzwe.
Ubufatanye mu Muryango: Abashoramari bohereza ibicuruzwa mu mahanga barimo gushinga imiryango yo kuri interineti kugira ngo bateze imbere ubudahemuka. Alpha Group yatangije itsinda rya Facebook, "Global Ling Long Collectors," aho abanyamuryango basangiza amafoto y'ibishushanyo byabo, bakitabira ibiganiro n'abashushanya IP, kandi bagatora ibicuruzwa bigiye gusohoka. Iri tsinda ubu rifite abanyamuryango 25.000, kandi 40% byabo bagiye bagura inshuro nyinshi. Zhang Wei agira ati: "Iyo abakusanya ibicuruzwa bumva ko ari bamwe mu bagize umuryango, baba abavugizi b'ibirango."
Moderi zo mu bwoko bwa "limited-Edition" n'izo mu buryo bwa "Pre-Order": Ubuke bw'ibicuruzwa bituma abantu bakenera gukenera. Ibicuruzwa byinshi byo mu Bushinwa bikusanyirizwa hamwe mu buryo bwa "limited-editions" (urugero: hagati ya 1.000 na 5.000) bifite impapuro zifite inomero, bigatuma abantu bumva ko ari byo bonyine. Gutumiza ibicuruzwa mbere y'igihe nabyo birakunze kugaragara—HobbyMax yafunguye porogaramu yo gutumiza ibicuruzwa mbere y'igihe kuri kopi yayo ya Optimus Prime amezi atatu mbere y'uko isohoka, bituma isosiyete ibasha gupima ibyo ikeneye no guhindura umusaruro.
Imbogamizi n'icyerekezo cy'ejo hazaza
Nubwo hari iterambere, abashoramari bo mu Bushinwa bahura n'imbogamizi ku isoko ry'ibintu bicuruzwa by'abantu bakuru. Irushanwa rituruka ku bicuruzwa by'inganda bizwi cyane mu Burengerazuba bw'Isi (urugero: Funko, Sideshow Collectibles) n'ibigo byo mu Buyapani (urugero: Good Smile Company) riracyari rikomeye. Kwica amategeko agenga ikoreshwa ry'ikoranabuhanga ni ikindi kibazo—ibishushanyo by'inkorano byakozwe mu Bushinwa bya Star Wars byuzuye ku masoko yo kuri interineti, bigabanya ibiciro byemewe. Byongeye kandi, ibiciro biri hejuru by'umusaruro (ku bikoresho bya resin n'ibyuma) bivuze ko inyungu ari nto ugereranyije n'ibikinisho by'abana.
Kugira ngo batsinde ibi bibazo, abatumiza ibicuruzwa mu mahanga barimo gushora imari mu guhanga udushya no kubaka ikirango. Bamwe barimo guhuza ikoranabuhanga mu bintu byo gukusanya ibintu—nk'ibintu bya AR (augmented reality) bituma abakoresha “barema amashusho” binyuze muri porogaramu za terefone zigendanwa. Abandi barimo kwibanda ku kubungabunga ibidukikije, bakoresheje resins zitangiza ibidukikije kugira ngo bakurure abaguzi bita ku bidukikije.
Mu gihe urebye imbere, ahazaza ho kohereza ibikinisho by’abantu bakuru mu mahanga ni heza. Amasoko ari kuzamuka nka Uburasirazuba bwo Hagati na Amerika y’Epfo arimo kugaragaza iterambere rikomeye—isoko ry’ibikinisho by’abantu bakuru muri Arabiya Sawudite ryiyongereyeho 55% mu 2024, nk'uko CTJPA ibivuga. Uko abantu bakuru benshi barushaho kwakira "gukina nk'ubuzima", abashoramari b’Abashinwa bashobora kuringaniza ibihe byo kwibuka, ubuziranenge, n’imibereho yabo bazakomeza gufata isoko.
Sarah Lee agira ati: "Ubukungu bwa Kidult si ikintu gisanzwe - ni ikintu kirambye." "Abantu bakuru bashyira imbere ubunararibonye n'amarangamutima, kandi ibikinisho byo gukusanya bitanga byombi. Ku bashoramari bo mu Bushinwa, aya ni amahirwe adasanzwe yo kuba abayobozi ku isi mu itsinda ririmo gukura vuba."
Uko ibintu by’ingenzi byakorewe mu Bushinwa bikomeza kugaragara ku maduka i New York, Londres na Tokyo, inganda zirimo kwerekana ko ibikinisho atari iby’abana gusa—kandi ko kwibuka ibintu bya kera bishobora kuba moteri ikomeye mu iterambere ry’ibyoherezwa mu mahanga.
Igihe cyo kohereza: 22 Nzeri 2025
