SHENZHEN, Mbudzi. [XX] — Kare yaimbove yakatongwa nema IP ekuMadokero neJapan seDisney's Frozen neStudio Ghibli's My Neighbor Totoro, musika wematoyi wepasi rose uri kuona simba riri kukura: ma IP ekuChinese animation. Zvichitungamirirwa nekugadzirwa kwe IP yemuno kwakakura uye kushandira pamwe kwekunze kwenyika, matoyi ane vatambi vekuChina vane ma animation ari kuwana mukurumbira munyika dzakasiyana. Data kubva kuChina Toy & Juvenile Products Association (CTJPA) inoratidza kuti kutengeswa kwematoyi ekuChina ane ma IP rezinesi kunze kwenyika kwakawedzera ne28% gore negore muna 2024, kusvika mabhiriyoni emadhora $4.3—zvichireva 12% yezvese zvinotengeswa kunze kwenyika neChina. Kubva kuBoonie Bears ine ushamwari nemhuri kusvika kuThe Legend of Hei (Ling Long), ma IP emuno ari kutsanangura patsva maonero evatengi vematoyi pasi rose kuburikidza nemamodheru ekupa marezenisi akagadzirirwa uye nzira dzekugadzirisa tsika.
Kukwira kweMatoyi eIP eChinese: Kubva paNziyo Dzinozivikanwa Munyika Kuenda kuVatambi Vepasirose
Kukura kwepasi rose kwematoyi eIP emifananidzo yeChinese animation kunokurudzirwa nezvinhu zviviri zvakakosha: kukura kweindasitiri yemimhanzi yeChina uye kukura kwekuda kwepasi rose kwezvinyorwa zvakasiyana-siyana zvetsika. Mumakore gumi apfuura, China yakaisa mari yakawanda mukugadzira mifananidzo, uye kuburitswa kwegore negore kwemifananidzo yemifananidzo inodarika zvikamu zviuru gumi uye hofisi yemafirimu emifananidzo inodarika mabhiriyoni matatu emadhora muna 2024. Izvi zvakagadzira dziva remaIP emhando yepamusoro ane fan bases dzakasimba, dzakagadzirira kugadziriswa kunze kwenyika.
"Vatengi vematoyi epasi rose havasi kungotsvaga Disney kana Pokémon chete—vanoda maIP matsva, ane tsika dzakasiyana-siyana anoenderana nevateereri vemunharaunda," anodaro Zhang Wei, mukuru wezvemarezenisi epasi rose kuFantawild Animation, studio iri shure kweBoonie Bears. "MaIP eChinese anopa ngano dzakasiyana uye maitiro ekuona, izvo zvinoshandura kuita matoyi akasiyana anoonekwa muzvitoro."
Misika yekune dzimwe nyika yagamuchira zvakanaka. MuSoutheast Asia, kutengeswa kwematoyi eIP ekuChina kwakawedzera ne41% muna 2024; muEurope neNorth America, mwero wekukura wakasvika 22% uye 18% zvichiteerana, zvichienderana neCTJPA. Kukura uku hakusi kwehuwandu chete—kune kukosha: matoyi ane rezinesi reIP ane purofiti yakakwira ne30-50% kupfuura matoyi akajairika, zvichiita kuti ave chinhu chakakosha kune vanotengesera kunze kwenyika vekuChina.
Chidzidzo Chekutanga: Mabheya eBoonie - Marezenisi Anotarisirwa Nemhuri Emisika Yakawanda
Sekambani yepamhepo inobudirira zvikuru muChina, Boonie Bears (inotevera mafambiro emabheya maviri neakaroga) yakavaka network yepasi rose yekupa marezenisi inofukidza nyika 130, ine matoyi sechikamu chikuru chezvigadzirwa zvayo zvekunze kwenyika. Modhi yayo yekupa marezenisi inotarisa pa "nzvimbo + kugoverwa kwevanhu vakawanda," ichinanga mhuri dzine mari shoma kusvika pakati nepakati nevatengesi vakuru.
MuSoutheast Asia, Fantawild yakashandisa modhi ye "master licensing" pamwe chete nevanoshanda navo munharaunda. MuIndonesia, yakabatana nekambani inopa matoyi evana KidsLand Vietnam kuti vagadzire matoyi eBoonie Bears akagadzirirwa musika: matoyi epamusoro evatambi vakuru (Briar naBramble) akagadzirwa nemachira akajeka kuti aenderane nemavara emuno, uye mifananidzo midiki yepurasitiki yaisanganisira zvinhu zvechinyakare zveIndonesia zvakaita sengowani dzine mapatani ebatik. Izvi zvakabatsira matoyi eBoonie Bears kutora 8% yemusika wematoyi ane marezenisi muIndonesia muna 2024, nekutengesa kwakasvika mamiriyoni gumi nemaviri emadhora.
Kumisika yekumadokero, Boonie Bears yakatarisana nekubatana kwe "firimu-ku-toy". Mafirimu eIP akakangwa akaburitswa munyika makumi mashanu dzeEurope kuburikidza neNetflix nemasinema emuno muna 2023, uye Fantawild yakabatana neWalmart neCarrefour kutanga mutsetse wematoyi wakarongwa panguva yekuburitswa kwemafirimu. Mutsetse uyu waisanganisira zvigadzirwa zvinopfuura makumi matatu, kubva pamapuzzle e3D kusvika kumatoyi anopindirana anodzokorora mitsara muchiRungu nechiSpanish. MuUK, matoyi eBoonie Bears akatengesa mayuniti zviuru mazana maviri mumwedzi mitanhatu, zvichikonzerwa nekushambadza kwekudzoka kuchikoro uye mishandirapamwe yenhau dzemagariro evanhu ine vabereki vane simba.
"Chinangwa chedu ndechekuita kuti Boonie Bears ive zita rinozivikanwa nevanhu, kwete kungozivikanwa semunhu wekuChina chete," anotsanangura Zhang Wei. "Nekushanda nevanotengesa matoyi emuno uye kubatanidza kutanga kwematoyi nemabhaisikopo, tinoshandura vaoni venguva pfupi kuti vave vatengi vematoyi."
Chidzidzo Chechipiri: Ngano yaHei (Ling Long) - Kupihwa Marezenisi Ezvinhu Kune Vakuru Vanounganidza Zvinhu
Kusiyana neBoonie Bears, The Legend of Hei (firimu resainzi-fi rinotarisa vanhu vane makore ari pakati pe18-35, rinozivikanwa saLing Long mune mamwe misika) rakatanga kushandisa modhi yekupa marezenisi emhando yepamusoro, richitarisa matoyi emhando yepamusoro anounganidzwa uye richibatana nemakambani epasi rose ane hunyanzvi. Iyi nzira inobatsira misika yekuMadokero kudiwa kukuru kwemifananidzo yemifananidzo inounganidza zvinhu zvevakuru.
KuNorth America, studio yeThe Legend of Hei, Haoliners Animation, yakasaina chibvumirano chekupa marezenisi neFunko iri kuUS—inozivikanwa nemifananidzo yayo yemhando yepamusoro yevinyl—kuti vagadzire mutsetse wemifananidzo inounganidzwa ine mativi matanhatu. Mifananidzo iyi ine vatambi vakakurumbira veIP (Hei naXiao Hei) vane magadzirirwo akadzama uye mavara akaganhurirwa (semuenzaniso, vhezheni inopenya murima chete yeComic-Con). Mutsetse uyu wakatengeswa mukati memaawa makumi mana nemasere kubva pawakatanga kuSan Diego Comic-Con 2024, zvichiunza mari inosvika $1.5 miriyoni.
Kumusika wekuJapan, Haoliners vakabatana neMedicom Toy, kambani inotungamira mukugadzira matoyi ekuJapan inonyanya kugadzira mifananidzo yepamusoro-soro, kuti vagadzire pamwe chete mufananidzo weHei we "Real Action Heroes" we 12-inch. Mufananidzo uyu waisanganisira zvikamu zvinochinjika uye hwaro hwakagadzirwa neIP mushure meapocalyptic worldview, mutengo wayo uri pa ¥28,000 ($190). Wakave mutengo wepamusoro pa Amazon Japan's collectible toy chart, ine 5,000 units dzakatengeswa mumwedzi wekutanga.
"Simba reNgano yaHei riri mumaonero ayo akadzama uye vanhu vakaoma kunzwisisa—izvi zvinokwezva vanhu vakuru vanounganidza nyaya kupfuura kungoti dzakanaka," anodaro Li Jia, maneja weHaoliners wekupa marezenisi pasi rose. "Nekushanda pamwe chete nemakambani anonzwisisa musika wekuunganidza, tinodzivisa kuderedza kukosha kweIP uye tinovaka kuvimbika kwevateveri kwenguva refu."
Kujaira Tsika: Kukunda Kusiyana Kuti Uwane Vateveri Vepasi Rose
Kusiyana kwetsika ndiko kunokonzera dambudziko guru kumatoyi eChinese IP anoenda kunze kwenyika, asi makambani akabudirira akagadzira nzira dzakanangana dzekugadzirisa matambudziko aya.
Kugadziriswa kweZviri Mukati meMaitiro Emunharaunda
Munyika dzine ruzhinji rwevaMuslim dzakadai seMalaysia neIndonesia, Boonie Bears yakagadzirisa magadzirirwo ayo ematoyi kuti iremekedze tsika dzemuno: mbatya dzemunhukadzi Luna dzakagadziriswa kuti dzisanganisire maoko marefu nejira remusoro mune dzimwe mhando dzematoyi ane hunyanzvi, uye kurongedza matoyi kwakabvisa mifananidzo yevanhu vaidya nyama yenguruve (nyaya inonetsa mutsika dzechiIslam). Shanduko idzi dzakabatsira IP kuwana mvumo kubva kuvakuru vezvitendero vemunharaunda uye kupinda muzvitoro zvikuru zvakaita seTesco Malaysia.
MuEurope, The Legend of Hei yakaderedza zvimwe zviitiko zvechisimba muzvinyorwa zvayo zvemafirimu (zvakatepfenyurwa paCrunchyroll) kuti zvisvike pakuongorora kwezvinyorwa zveEU, izvo zvakaita kuti mutsetse wayo wematoyi ugamuchirwe nevatengesi vakuru. Semuenzaniso, bakatwa rematoyi rakafuridzirwa neIP rakagadzirwazve kuti rive nemuromo wakatenderera, richidzivisa kuiswa muchikamu se "chombo chine njodzi" pasi pemitemo yekuchengetedza matoyi eEU.
Kushambadzira Kwemunzvimbo: Taura Mutauro Wevateereri
Kushambadzira kwedhijitari kwave chinhu chakakosha mukubatanidza kusawirirana kwetsika. PaTikTok, maakaundi eBoonie Bears ekuSoutheast Asia anotumira mavhidhiyo mapfupi evana veko vachitamba nematoyi, akanyorwa muchiMalay neTagalog, nema hashtag akaita se #BoonieBearsMalaysia. Mavhidhiyo aya awana vanhu vanodarika mamiriyoni makumi mashanu, zvichikonzera 30% yekutengesa muzvitoro munharaunda iyi.
Kune The Legend of Hei, Instagram neYouTube ndiwo nzira huru dzekushambadzira. Akaundi yepasi rose yeIP inoshanda pamwe chete neWestern anime KOLs (semuenzaniso, Gigguk, The Anime Man) kuti vaongorore matoyi ayo anounganidzwa, vachitarisa pane ruzivo rwekugadzira uye ruzivo rweIP. Ongororo yeYouTube yaGigguk yeFunko yakawana maonero evanhu mamiriyoni 1.2, zvichiita kuti maodha epamhepo akwire ne40%.
Kunyangwe pasina internet, ma IP ese ari maviri anoshandisa ma comic conventions epasi rose kuti ataurirane nevateveri. Boonie Bears vakagadzira nzvimbo dzekudyidzana paSingapore Comic Con 2024, uko vana vaigona kutora mifananidzo nemascots eBriar neBramble uye kugamuchira matoyi emahara. The Legend of Hei yakaita musangano wekugovana maonero epasi rose paParis Comic Con, ichikoka director weIP kuti atsanangure nyaya yayo kuvateveri vekuEurope—vachiwedzera maodha ekutanga ematoyi ayo ari kuuya ne25%.
Matambudziko uye Maonero Eramangwana
Pasinei nekufambira mberi kuri kuita zvinhu, vatengesi vematoyi eIP vekuChina vanosangana nezvipingamupinyi: makwikwi makuru kubva kuma IP ekuMadokero nekuJapan, mitengo yakakwira yekushandiswa kwenzvimbo, uye dziviriro isingachinji ye IP mune mamwe misika iri kubuda. Semuenzaniso, muIndia, matoyi enhema eBoonie Bears anoumba 15% yemusika, zvichideredza kutengeswa kwepamutemo.
Kuti igadzirise matambudziko aya, hurumende yeChina yakawedzera rutsigiro: Bazi rezvekutengeserana rakatanga "IP Export Promotion Plan" muna 2024, richipa rubatsiro rwekunyoresa IP kunze kwenyika uye rubatsiro rwepamutemo rwekudzivirira kugadzirwa kwe IP. Panguva iyi, makambani ari kuisa mari mukugadzira IP pamwe chete nevabatsiri vemunharaunda—Fantawild iri kubatanidza kugadzira nhepfenyuro itsva yemakatuni nestudio yeThailand, ine vatambi veBoonie Bears nevanhu vengano dzeThai, kuti vawedzere kusimba kwenzvimbo.
Tichitarisa mberi, nyanzvi dzeindasitiri dzinofanotaura kuti matoyi eIP ekuChina achawedzera kuita zvikamu zvakasiyana-siyana (semuenzaniso, matoyi anoshandisirwa AR, zvigadzirwa zveIP zvine hushamwari nezvakatipoteredza) uye achapinda mumisika iri kubuda seMiddle East neAfrica. "Makore mashanu anotevera achaona maIP ekuChina achichinja kubva 'kuvapo' kuenda 'kudiwa' pasi rose," anodaro Sarah Lee, muongorori mukuru weEuromonitor International. "Chinhu chikuru ndechekuenzanisa tsika dzechokwadi nekuchinja kwenzvimbo - kuchengetedza chinoita kuti IP ive yakasiyana uku uchiita kuti ive yakabatana nevateereri vepasi rose."
Sezvo Boonie Bears neThe Legend of Hei zvichiri kuramba zvichibudirira, vari kugadzirira nzira yekuti maIP emifananidzo ekuChina awedzere kushandura vateveri vavo vepasi rose kuti vave vatengi vematoyi vakavimbika. Kune indasitiri yematoyi yepasi rose, shanduko iyi inoreva kusiyana-siyana, hunyanzvi hwakawanda, uye nguva itsva yekuchinjana kwetsika dzakasiyana-siyana kunotungamirirwa neIP.
Nguva yekutumira: Gunyana-20-2025
