Ekushintsheni okunamandla embonini yamathoyizi omhlaba wonke, amathoyizi aseShayina aseGuofeng ashintsha esuka ezintweni eziqoqiwe ezihlukile abe yimpahla ebalulekile yamasiko, ekhanga izithameli zomhlaba wonke ngenhlanganisela yazo eyingqayizivele yefa lendabuko kanye nomklamo wesimanje.
Imakethe yamathoyizi omhlaba wonke ibona umkhuba omangalisayo: Amathoyizi aseShayina aseGuofeng, ahlanganisa izakhi zamasiko zendabuko nobuhle besimanje, athola ukuthandwa okungakaze kubonwe kwamanye amazwe. Lokhu kunyakaza kumelela ushintsho oluvela "ekuthunyelweni kwemikhiqizo" nje kuphela kuya kweqiniso"ukuthunyelwa kwamanye amazwe kwamasiko,"lapho amathoyizi esebenza njengamabhuloho okushintshana ngamasiko.
Izinkampani ezihamba phambili njengePop Mart, i-52TOYS, kanye ne-HEYONE zihamba phambili, zibonisa ukuthi ukukhanga kusesimeni esibucayi"ukuhumusha kwamasiko"isu elihambisana nabathengi bomhlaba wonke.
01 Izinsika Ezintathu Zokukhanga Komhlaba Wonke kukaGuofeng
Impumelelo yamathoyizi aseGuofeng emhlabeni wonke isekelwe emasu amathathu abalulekile, aguqula isiko laseShayina lasendulo laba imikhiqizo efiselekayo emhlabeni jikelele.
Okokuqala, ukumba amasiko okujulile ngomklamo wesimanje.Imikhiqizo idlula izimpawu ezingabalulekile njengezidrako noma ama-panda. Esikhundleni salokho, ihlola ifa lamasiko elijulile, ilichaza kabusha intsha yanamuhla yomhlaba wonke.
Isibonelo, i-Pop Mart ibone imali engenayo yayo yaphesheya ifaka isandla ku-40% yenani layo lonke, kanti izimakethe eYurophu naseMelika zikhula ngaphezu kuka-200% iminyaka emithathu ilandelana. Ukubambisana kwayo ne-Palace Museum ochungechungeni lwe-A Thousand Li of Rivers and Mountains kuguqule ngempumelelo ukudweba kwezindawo zakudala kwaba yizinto eziqoqwayo zesimanje.
Ngokufanayo, umlingiswa "weTang Niu", ophefumulelwe yisithombe sobukhosi bamaTang esivela eMyuziyamu Yomlando waseShaanxi, useyisithonjana samasiko eXi'an, ebonakala emakhadini ezokuthutha zomphakathi nasezidingweni zansuku zonke.
Okwesibili, ukukhuliswa kwe-IP okusha kanye nokubambisana kwamanye amazwe.Imboni isikhule kusukela ekukhiqizeni okulula kuya ekutshalweni kwe-IP okuhlelekile. Lawa mathoyizi awasewona nje amathoyizi okudlala; ayizinto zokudlala"izimoto ezibaluleke kakhulu ngokomzwelo kanye nokusungula izinto ezintsha ngamasiko."
Imikhiqizo idala izindaba ezicebile ezizungeze ama-IP abo. Umlingiswa we-HEYONE "MIMI," isibonelo, ovele ochungechungeni lwebhokisi elingaboni elikhethekile laseNingizimu-mpumalanga ye-Asia, ubonisa ubuhle baseMpumalanga bakudala, okwenza izinto zamasiko ziqoqwe futhi zihlobane. Ukubambisana phakathi kwemingcele, njengalezo eziphakathi kwemikhiqizo yamathoyizi neminyuziyamu noma ngisho nemicimbi yezemidlalo, kuthuthukisa kakhulu amandla kanye nokufinyelela kwe-IP.
Okwesithathu, ukumaketha okugxile endaweni yonke kanye nokucwiliswa kwamasiko.Ukuqonda okubalulekile okuqhuba impumelelo ukuthi ukuthunyelwa kwamanye amazwe kwamasiko akuphathelenetukucindezela isiko laseShayina. Kumayelanaukuzivumelanisa nezimo nokuthola indawo enivumelana kuyo.
Indlela ye-Pop Mart iyisibonelo sale modeli "yohlaka lomhlaba wonke + ama-plugin endawo". Lokhu kungase kuhilele ukubambisana nabadwebi bendawo eSingapore ukudala izinhlelo ezilinganiselwe ngamasiko asePeranakan noma ukufaka izakhi zikaShakespeare esitolo sayo esikhulu saseLondon. Leli cebo liqinisekisa ukuzwelana nezilaleli zendawo ngenkathi kugcinwa ubunikazi obuyinhloko be-IP.
02 Kusukela Kumkhiqizo Kuya Emasikweni: Isu "Lokusebenza Komhlaba Wonke"
Ukushintsha kusuka emabhokisini okuthumela kuya emasikweni okwabelana kuyinqubo ehleliwe eqhutshwa ukungena emakethe okunesu kanye nokuhlangenwe nakho okujulile.
Izinkampani zaseShayina zandisa ngamandla indawo yazo emhlabeni jikelele ngokusebenzisaukutshalwa kwezimali okuqondile ezitolo zakwamanye amazwe kanye nemicimbi yokumaketha enomthelela omkhulu.
I-Pop Mart ivule izitolo ezingu-571 emhlabeni jikelele emazweni angu-18, okuhlanganisa nezindawo e-UK nase-Indonesia. I-HEYONE ikhethe i-ICONSIAM mall edumile eBangkok emcimbini omkhulu, wenyanga yonke ngoSepthemba 2025, yakha into eyathengisa imigqa eminingi yemikhiqizo futhi yabusa izitayela zokuxhumana zasendaweni.
Le micimbi evele ivele isebenza kahle kakhulu. Akuzona nje izindawo zokuthengisa kodwa futhiokuhlangenwe nakho kwamasiko okujulileezivumela abathengi baphesheya kwezilwandle ukuthi baxhumane nomhlaba womkhiqizo, okwakha ukuxhumana okujulile ngokomzwelo.
Ngaphezu kwalokho, izinkampani zisebenzisa amandla amapulatifomu edijithali. Imikhiqizo efana ne-Dongguan Fuzhiyu Toy isebenzisa i-TikTok ne-Instagram ukwakha ama-IP awo njenge"Izimpawu zamasiko zesizukulwane Z,"ukuxhumana ngqo nentsha yomhlaba wonke.
Abanye, njengoFuzhiyu, baze babambisane nabafundi bokuklama baphesheya kwezilwandle kumaphrojekthi okudala ngokubambisana, beguqula intsha yamazwe ngamazwe ibe yizithunywa zomkhiqizo futhi baqinisekise ukuthi imikhiqizo yabo ibalulekile ngokwesiko kusukela ekuqaleni.
Ikusasa lethoyizi laseGuofeng lisekuhlanganisweni okujulile kwamasiko kanye nokusungula izinto ezintsha kwezobuchwepheshe. Njengoba imikhiqizo iqhubeka nokuthuthukisa amasu ayo, ukugxila kuzoshintshela ekudaleni okuhlangenwe nakho okujulile, okungenzeka kusetshenzisweI-AR ne-VRukuvumela abathengi bomhlaba wonke ukuthi basebenzisane nezindaba zamasiko ngemuva kwamathoyizi. Lokhu kuthuthuka okuqhubekayo kuthembisa ukuqinisa isikhundla samathoyizi amasiko aseShayina emhlabeni.
Isikhathi sokuthunyelwe: Septhemba-27-2025
