ISHENZHEN, ngoNovemba [XX] — Ngaphambili yayilawulwa zii-IP zaseNtshona nezaseJapan ezifana neDisney's Frozen kunye neStudio Ghibli's My Neighbor Totoro, imakethi yamathoyizi yehlabathi ibona amandla akhulayo: ii-IP zoopopayi zaseTshayina. Ziqhutywa kukwenziwa kwe-IP yasekhaya evuthiweyo kunye nentsebenziswano enobuchule kwamanye amazwe, amathoyizi abonisa abalinganiswa boopopayi baseTshayina ayathandwa kuwo onke amazwekazi. Idatha evela kwi-China Toy & Juvenile Products Association (CTJPA) ibonisa ukuba ukuthengiswa kwamathoyizi aseTshayina aphesheya kwelizwe kuye kwanda nge-28% unyaka nonyaka ngo-2024, kwafikelela kwi-$4.3 yeebhiliyoni—okuyi-12% yexabiso lilonke leethoyizi zaseTshayina ezithunyelwa ngaphandle. Ukusuka kwi-Boonie Bears enobuhlobo nosapho ukuya kwi-sci-fi epic ethi The Legend of Hei (Ling Long), ii-IP zasekhaya zichaza ngokutsha imbono yabathengi bethoyizi kwihlabathi liphela ngokusebenzisa iimodeli zelayisenisi ezenzelwe wena kunye neendlela zokuziqhelanisa nenkcubeko.
Ukunyuka kwamaToys e-IP aseTshayina: Ukusuka kwiiHits zasekhaya ukuya kubadlali behlabathi
Ukwanda kwehlabathi kweethoyi ze-IP ze-animation zaseTshayina kukhuthazwa zizinto ezimbini ezibalulekileyo: ukukhula kweshishini le-animation lasekhaya laseTshayina kunye nokukhula kwemfuno yehlabathi yomxholo wenkcubeko eyahlukeneyo. Kwiminyaka elishumi edlulileyo, iTshayina ityale imali eninzi kwimveliso ye-animation, apho imveliso yonyaka yechungechunge lwe-animation idlula iziqephu ezili-10,000 kunye ne-box office yeefilimu ze-animation idlula i-$3 yeebhiliyoni ngo-2024. Oku kuye kwavelisa ichibi lee-IP ezikumgangatho ophezulu ezineziseko zabalandeli ezinamandla, ezilungele ukulungelelaniswa kwamanye amazwe.
“Abathengi bezinto zokudlala kwihlabathi liphela abasafuni nje iDisney okanye iPokémon—bafuna ii-IP ezintsha, ezahlukeneyo ngokweenkcubeko ezihambelana nabaphulaphuli basekuhlaleni,” utshilo uZhang Wei, umlawuli ophezulu welayisenisi yehlabathi kwiFantawild Animation, isitudiyo esingasemva kweBoonie Bears. “Ii-IP zaseTshayina zibonelela ngamabali ahlukileyo kunye neendlela ezibonakalayo, eziguqulela ekubeni zizinto zokudlala ezikhethekileyo ezibonakala kwiishelufu zevenkile.”
Iimarike zaphesheya ziye zasabela kakuhle. KuMzantsi-mpuma we-Asia, ukuthengiswa kweethoyi ze-IP zaseTshayina kukhule nge-41% ngo-2024; eYurophu naseMntla Melika, amazinga okukhula afikelele kwi-22% kunye ne-18% ngokulandelelanayo, ngokwe-CTJPA. Olu kukhula alukho malunga nomthamo kuphela—kumalunga nexabiso: iithoyi ezinelayisenisi ye-IP zineenzuzo eziphezulu nge-30-50% kuneethoyi eziqhelekileyo, nto leyo eyenza ukuba zibe yinto ephambili kubathumeli bangaphandle baseTshayina.
Isifundo seTyala 1: IiBoonie Bears – Ilayisenisi egxile kusapho kwiimarike ezinkulu
Njenge-IP ye-animation yosapho ephumelele kakhulu eTshayina, iBoonie Bears (elandela uhambo lweebhere ezimbini kunye ne-logger) yakhe inethiwekhi yelayisenisi yehlabathi egubungela amazwe ali-130, kunye namathoyizi njengoluhlu lwemveliso yayo ephambili phesheya. Imodeli yayo yelayisenisi igxile "ekufumaneni indawo + ukusasazwa ngobuninzi," ijolise kwiintsapho ezinengeniso ephantsi ukuya kwephakathi kunye nabathengisi abaqhelekileyo.
KuMzantsi-mpuma weAsia, iFantawild yamkela imodeli "yelayisenisi eyintloko" kunye namaqabane engingqi. E-Indonesia, yasebenzisana nomsasazi weethoyi zasekuhlaleni iKidsLand Vietnam ukuphuhlisa kunye iithoyi zeBoonie Bears ezenzelwe imakethi: iithoyi ezithambileyo zabalinganiswa abaphambili (uBriar noBramble) zenziwe ngelaphu elikhanyayo ukuze zihambelane nombala wasekuhlaleni, kwaye imifanekiso emincinci yeplastiki yayiquka izixhobo zemveli zase-Indonesia ezifana neminqwazi enepateni yebatik. Olu hlengahlengiso luncede iithoyi zeBoonie Bears ukuba zibambe i-8% yemarike yeethoyi ezinelayisenisi yase-Indonesia ngo-2024, apho intengiso ifikelele kwi-12 yezigidi zeerandi.
Kwiimarike zaseNtshona, iBoonie Bears igxile kwintsebenziswano "yefilimu ukuya kwithoyi". Iifilimu ezinemifanekiso ze-IP zakhutshwa kumazwe angama-50 aseYurophu ngeNetflix nakwiicinema zasekuhlaleni ngo-2023, kwaye iFantawild yasebenzisana neWalmart kunye neCarrefour ukuqalisa umgca wethoyi olungiselelwe ukukhutshwa kweefilimu. Lo mgca wawuquka iimveliso ezingaphezu kwama-30, ukusuka kwiiphazili ze-3D ukuya kwiithoyi ezithambileyo eziphindaphindayo amabinzana ngesiNgesi nangeSpanish. E-UK, iithoyi zeBoonie Bears zithengise iiyunithi ezingama-200,000 kwiinyanga ezintandathu, ziqhutywa kukukhushulwa kokubuyela esikolweni kunye neephulo zeendaba zoluntu ezibandakanya abazali abanefuthe.
“Injongo yethu kukwenza iBoonie Bears ibe ligama elidumileyo, kungekhona nje i-IP yaseTshayina,” ucacisa uZhang Wei. “Ngokusebenzisana nabasasazi basekuhlaleni kunye nokulungelelanisa ukuqaliswa kwamathoyizi kunye neefilimu ezikhutshwayo, siguqula ababukeli abaqhelekileyo babe ngabathengi bamathoyizi.”
Isifundo seTyala 2: Intsomi kaHei (uLing Long) – Ilayisenisi yeNiche yabaQokeleli abadala
Ngokungafaniyo neBoonie Bears, iThe Legend of Hei (i-animation yesayensi ejolise kubantu abaneminyaka eli-18 ukuya kwengama-35 ubudala, eyaziwa ngokuba yiLing Long kwezinye iimarike) iye yamkela imodeli yelayisenisi "yeyona niche" ephezulu, igxile kwiithoyi eziqokelelweyo zexabiso eliphezulu kwaye isebenzisana neebhrendi ezikhethekileyo zehlabathi. Eli cebo lijongene nemfuno enamandla yeemarike zaseNtshona yee-animation ezijolise kubantu abadala kunye neempahla eziqokelelweyo.
EMantla Melika, isitudiyo seThe Legend of Hei, iHaoliners Animation, sityikitye isivumelwano sokunikezela ngelayisenisi encinci neFunko ese-US—eyaziwa ngemifanekiso yayo ye-vinyl yenkcubeko ethandwayo—ukwenza umgca wemifanekiso eqokelelweyo eyi-intshi ezi-6. Le mifanekiso ibonisa abalinganiswa abadumileyo be-IP (uHei noXiao Hei) abaneempawu ezineenkcukacha kunye nemibala elinganiselweyo (umz., uhlobo olukhanyayo olukhethekileyo kwiComic-Con). Lo mgca uthengiswe kwiiyure ezingama-48 emva kokuqaliswa kwawo eSan Diego Comic-Con ngo-2024, nto leyo evelisa ingeniso eyi-$1.5 yezigidi.
Kwimarike yaseJapan, iHaoliners idibene neMedicom Toy, umenzi weethoyi ophambili waseJapan ogxile kwimifanekiso ekumgangatho ophezulu, ukuze badibanise ukudala umfanekiso kaHei oyi-12-intshi "weeNkwenkwezi zeNzame zokwenyani". Lo mfanekiso wawuquka iindawo ezitshintshanayo kunye nesiseko esenziwe ngokwezifiso esiphefumlelwe yimbono yehlabathi ye-IP emva kokuphela kwesiphelo, exabisa i-¥28,000 ($190). Yaba yeyona ithengiswa kakhulu kwitshati yeethoyi eziqokelelweyo zeAmazon Japan, kunye neeyunithi ezingama-5,000 ezithengisiweyo kwinyanga yokuqala.
“Amandla eLegend of Hei akwimbono yayo enzulu kunye nabalinganiswa abantsonkothileyo—oku kutsala abantu abadala abaqokelela amabali ngaphezu kobuhle,” utshilo uLi Jia, umphathi welayisensi yehlabathi weHaoliners. “Ngokusebenzisana neebhrendi eziqonda imakethi eqokelelweyo, siyakuphepha ukunciphisa ixabiso le-IP kwaye sakhe ukuthembeka kwabalandeli bexesha elide.”
Ukuziqhelanisa neNkcubeko: Ukoyisa Umahluko Ukuze Uphumelele Abalandeli beHlabathi
Ukwahluka kwenkcubeko yeyona nto inzima kakhulu kwiithoyi ze-IP zaseTshayina eziya phesheya, kodwa iimpawu eziphumeleleyo ziye zaphuhlisa amaqhinga okuziqhelanisa ajolise kuzo.
Uhlengahlengiso Lomxholo Weexabiso Zendawo
Kumazwe amaninzi amaSilamsi afana neMalaysia neIndonesia, iBoonie Bears yalungisa uyilo lwayo lwezinto zokudlala ukuze ihloniphe inkcubeko yasekuhlaleni: impahla yomlinganiswa obhinqileyo uLuna yatshintshwa ukuze ifake imikhono emide kunye nesikhafu kwiinguqulelo ezithile zokudlala ezithambileyo, kwaye ukupakishwa kwezinto zokudlala kwasusa imifanekiso yabalinganiswa abatya inyama yengulube (isihloko esibucayi kwiinkcubeko zamaSilamsi). Olu tshintsho luncede i-IP ukuba ifumane imvume kwiingcali zonqulo zasekuhlaleni kwaye yangena kubathengisi abakhulu abanjengoTesco Malaysia.
EYurophu, iThe Legend of Hei yanciphisa ezinye zeziganeko ezinobundlobongela kumxholo wayo we-animated (osasazwa kwiCrunchyroll) ukuze ihlangabezane novavanyo lomxholo we-EU, nto leyo eyenza umgca wayo wethoyi wamkeleke ngakumbi kubathengisi abaqhelekileyo. Umzekelo, ikrele lethoyi eliphefumlelwe yi-IP lahlengahlengiswa ukuze libe nencam ejikelezileyo, liphepha ukuhlelwa njenge "sisixhobo esiyingozi" phantsi kwemigangatho yokhuseleko lwethoyi ye-EU.
Intengiso Yasekuhlaleni: Thetha Ulwimi Lwabaphulaphuli
Intengiso yedijithali ibe ngundoqo ekuvaleni izikhewu zenkcubeko. KwiTikTok, iiakhawunti zeBoonie Bears zaseMzantsi-mpuma Asia zithumela iividiyo ezimfutshane zabantwana basekuhlaleni bedlala ngamathoyizi, abizwa ngesiMalay nangesiTagalog, kunye nama-hashtag afana ne-#BoonieBearsMalaysia. Ezi vidiyo zivelise ukubonwa okungaphezulu kwezigidi ezingama-50, nto leyo eqhuba i-30% yentengiso evenkileni kulo mmandla.
KwiThe Legend of Hei, i-Instagram kunye ne-YouTube zezona ndlela ziphambili zokuthengisa. I-akhawunti yehlabathi ye-IP isebenzisana ne-Western anime KOLs (umz., uGigguk, i-Anime Man) ukuze ihlole amathoyizi ayo aqokelelweyo, igxile kwiinkcukacha zoyilo kunye neenkcukacha ze-IP. Uphononongo lwe-YouTube lukaGigguk lomfanekiso weFunko lufumene imbono ezi-1.2 yezigidi, nto leyo ekhokelele ekunyukeni kwama-40% kwiiodolo ze-intanethi.
Ngaphandle kwe-intanethi, zombini ii-IP zisebenzisa iindlela zehlabathi zokuhlekisa ukuze ziqhagamshelane nabalandeli. I-Boonie Bears yaseka ii-shoots ezisebenzisanayo eSingapore Comic Con 2024, apho abantwana banokuthatha iifoto ngeemascots zeBriar kunye neBramble ezinkulu kwaye bafumane iisampulu zasimahla zokudlala. I-The Legend of Hei ibambe iseshoni yokwabelana ngembono yehlabathi eParis Comic Con, imema umlawuli we-IP ukuba achaze ibali layo kubalandeli baseYurophu—inyusa ii-odolo zangaphambili zomgca wayo wethoyi ozayo nge-25%.
Imingeni kunye neMbono yeXesha elizayo
Nangona kukho inkqubela phambili, abathengisi beethoyi ze-IP baseTshayina bajongene nemiqobo: ukhuphiswano olukhulu oluvela kwii-IP zaseNtshona nezaseJapan, iindleko eziphezulu zokufumana indawo, kunye nokhuseleko olungaguqukiyo lwe-IP kwezinye iimarike ezisakhulayo. Umzekelo, eIndiya, iithoyi ze-Boonie Bears ezithambileyo zithatha i-15% yemarike, nto leyo enciphisa ukuthengiswa ngokusemthethweni.
Ukujongana nale micimbi, urhulumente waseTshayina uye waxhasa kakhulu: uMphathiswa wezoRhwebo uqalise "iSicwangciso sokuKhuthazwa kokuthunyelwa kwe-IP ngaphandle" ngo-2024, ebonelela ngenkxaso-mali yokubhalisa i-IP kwamanye amazwe kunye noncedo lwezomthetho ngokuchasene nokwenziwa kwe-import. Okwangoku, amashishini atyala imali ekudalweni kwe-IP kunye namaqabane asekuhlaleni—iFantawild isebenzisana ekuphuhliseni uthotho olutsha lwe-animated kunye ne-studio yaseThailand, equka abalinganiswa beBoonie Bears kunye nabantu baseThai abangeyonyani, ukuze kuqiniswe ingxolo yasekuhlaleni.
Xa sijonga phambili, iingcali zoshishino ziqikelela ukuba amathoyizi e-IP aseTshayina aya kwanda aye kwiindidi ezithile (umz., amathoyizi asebenzisa i-AR, iimveliso ze-IP ezinobuhlobo nokusingqongileyo) aze afikelele kwiimarike ezisakhulayo ezifana neMbindi Mpuma ne-Afrika. “Kwiminyaka emihlanu ezayo kuya kubonakala ama-IP aseTshayina esuka ekubeni ‘abekhona’ aye ‘ekuthandweni’ kwihlabathi liphela,” utshilo uSarah Lee, umhlalutyi omkhulu kwi-Euromonitor International. “Into ephambili kukulinganisela ubunyani benkcubeko kunye nokuziqhelanisa nendawo—ukugcina oko kwenza i-IP ibe yeyahlukileyo ngelixa kuyenza ihambelane nabaphulaphuli behlabathi.”
Njengoko iBoonie Bears kunye neThe Legend of Hei ziqhubeka zisanda, zivula indlela yokuba ii-IP ezininzi ze-animation zaseTshayina ziguqule iziseko zazo zabalandeli kwihlabathi liphela zibe ngabathengi abathembekileyo bezinto zokudlala. Kwishishini lezinto zokudlala zehlabathi, olu tshintsho luthetha ukwahlukahlukana okungakumbi, ubuchule obungakumbi, kunye nexesha elitsha lokutshintshiselana ngeenkcubeko ezahlukeneyo okuqhutywa yi-IP.
Ixesha leposi: Septemba-20-2025
