Ukuthunyelwa Kwamathoyizi Asebenzisa I-IP: Indlela Ama-IP Opopayi BaseShayina Anqoba Ngayo Imakethe Yomhlaba Wonke

Ukuvela Kwamathoyizi E-IP aseShayina: Kusukela Kuma-Hits Asekhaya Kuya Kubadlali Bomhlaba Wonke

Ukwanda komhlaba wonke kwamathoyizi e-IP e-animation aseShayina kukhuthazwa yizici ezimbili ezibalulekile: ukuvuthwa kwemboni ye-animation yasekhaya yaseShayina kanye nesidingo esikhulayo somhlaba wonke sokuqukethwe kwamasiko ahlukahlukene. Eminyakeni eyishumi edlule, iShayina itshale imali eningi ekukhiqizweni kwe-animation, lapho umkhiqizo waminyaka yonke wochungechunge lwe-animation udlula iziqephu eziyi-10,000 kanye nehhovisi lamafilimu e-animation elidlula amaRandi ayizigidi eziyizinkulungwane ezintathu ngo-2024. Lokhu kuye kwakha ichibi lama-IP asezingeni eliphezulu anezisekelo zabalandeli eziqinile, ezilungele ukujwayela kwamanye amazwe.

“Abathengi bamathoyizi omhlaba wonke abasafuni nje iDisney noma iPokémon—bafuna ama-IP amasha, ahlukahlukene ngokwamasiko athinta izithameli zendawo,” kusho uZhang Wei, umqondisi omkhulu welayisensi yomhlaba wonke eFantawild Animation, isitudiyo esingemuva kweBoonie Bears. “Ama-IP aseShayina anikeza izitayela zokuxoxa izindaba ezihlukile kanye nezithombe ezibonakalayo, ezihumushela kumathoyizi ahlukile avelele emashalofini ezitolo.”

Izimakethe zaphesheya kwezilwandle zisabele kahle. ENingizimu-mpumalanga ye-Asia, ukuthengiswa kwamathoyizi e-IP aseShayina kukhule ngo-41% ngo-2024; eYurophu naseNyakatho Melika, amazinga okukhula afinyelele ku-22% kanye no-18% ngokulandelana, ngokwe-CTJPA. Lokhu kukhula akukhona nje kuphela ngevolumu—kumayelana nenani: amathoyizi anelayisensi ye-IP anezinzuzo eziphezulu ngo-30-50% kunamathoyizi ajwayelekile, okwenza abe yinto eza kuqala kubathumeli bangaphandle baseShayina.

Isifundo Sendaba 1: Amabhere Ama-Boonie – Ilayisensi Egxile Emndenini Yezimakethe Eziningi

Njenge-IP ye-animation yomndeni ephumelela kakhulu eShayina, i-Boonie Bears (elandela uhambo lwamabhere amabili kanye ne-logger) yakhe inethiwekhi yokunikeza amalayisense emhlabeni wonke ehlanganisa amazwe angu-130, enamathoyizi njengesigaba sayo esiyinhloko somkhiqizo waphesheya kwezilwandle. Imodeli yayo yokunikeza amalayisense igxile "ekuhlukaniseni izinto endaweni + ukusatshalaliswa kwenqwaba," ihlose imindeni engenayo ephansi kuya kwephakathi kanye nabathengisi abavamile.

ENingizimu-mpumalanga ye-Asia, iFantawild yamukela imodeli "yelayisensi eyinhloko" nabalingani besifunda. E-Indonesia, ibambisene nomsabalalisi wamathoyizi endawo iKidsLand Vietnam ukuthuthukisa amathoyizi eBoonie Bears aklanyelwe imakethe: amathoyizi acwebezelayo abalingiswa abaphambili (uBriar noBramble) enziwe ngezindwangu ezikhanyayo ukuze afane nombala wendawo, kanti izithombe ezincane zepulasitiki zazihlanganisa izesekeli zendabuko zase-Indonesia njengezigqoko ezinephethini ye-batik. Lokhu kulungiswa kwasiza amathoyizi eBoonie Bears ukuthi athole u-8% wemakethe yamathoyizi anelayisensi yase-Indonesia ngo-2024, lapho ukuthengiswa kufinyelele ku-$12 million.

Ezimakethe zaseNtshonalanga, iBoonie Bears igxile ekusebenzisaneni “kwefilimu kuya kwethoyizi”. Amafilimu agqwayizayo e-IP akhishwe emazweni angama-50 aseYurophu ngeNetflix kanye nama-cinema endawo ngo-2023, kanti iFantawild ibambisene neWalmart kanye neCarrefour ukwethula umugqa wamathoyizi obekelwe ukukhishwa kwamafilimu. Lo mugqa wawuhlanganisa imikhiqizo engaphezu kuka-30, kusukela kumaphazili e-3D kuya kumathoyizi asebenzisanayo aphindaphinda imisho ngesiNgisi nangesiSpanishi. E-UK, amathoyizi eBoonie Bears athengise amayunithi angu-200,000 ezinyangeni eziyisithupha, eqhutshwa ukukhushulwa kokubuyela esikoleni kanye nemikhankaso yezokuxhumana equkethe abantu abanethonya kubazali.

“Umgomo wethu ukwenza i-Boonie Bears ibe igama elidumile, hhayi nje i-IP yaseShayina,” kuchaza uZhang Wei. “Ngokusebenzisana nabasabalalisi bendawo kanye nokuvumelanisa ukwethulwa kwamathoyizi nokukhishwa kwamafilimu, siguqula ababukeli abavamile babe abathengi bamathoyizi.”

Isifundo Secala 2: Inganekwane KaHei (uLing Long) – Ukunikezwa Kwelayisense Kwabaqoqi Abadala

Ngokungafani ne-Boonie Bears, i-The Legend of Hei (i-animation ye-sci-fi ehlose abantu abaneminyaka engu-18-35 ubudala, eyaziwa ngokuthi uLing Long kwezinye izimakethe) isebenzise imodeli yelayisensi "ye-niche ephezulu", igxile kumathoyizi aqoqwayo aphezulu futhi ibambisana nemikhiqizo ekhethekile yomhlaba wonke. Leli su lihlangabezana nesidingo esikhulu sezimakethe zaseNtshonalanga se-animation egxile kubantu abadala kanye nempahla eqoqwayo.

ENyakatho Melika, isitudiyo se-The Legend of Hei, i-Haoliners Animation, sisayine isivumelwano sokunikeza ilayisense encane ne-Funko ese-US—edume ngezithombe zayo ze-vinyl zesiko elidumile—ukudala umugqa wezithombe eziqoqwayo ezingamasentimitha angu-6. Lezi zithombe zibonisa abalingiswa abadumile be-IP (uHei noXiao Hei) abanemidwebo eningiliziwe kanye nemibala elinganiselwe (isb., inguqulo ekhanyayo ebumnyameni ekhethekile kwi-Comic-Con). Lo mugqa uthengiswe wonke phakathi namahora angu-48 kusukela wethulwa eSan Diego Comic-Con 2024, okwenza imali engenayo ibe yi-$1.5 million.

Emakethe yaseJapan, iHaoliners ibambisene neMedicom Toy, umenzi wamathoyizi waseJapan ohamba phambili ogxile ezifanekisweni ezisezingeni eliphezulu, ukuze badale isithombe sikaHei esingu-12-intshi “samaQhawe Ezenzo Zangempela”. Lesi sithombe sasihlanganisa izingxenye ezishintshaniswayo kanye nesisekelo esenziwe ngokwezifiso esiphefumulelwe umbono wezwe we-IP ngemuva kokuphela kwezwe, ngentengo engu-¥28,000 ($190). Saba yisitolo esithengiswa kakhulu eshadini lamathoyizi aqoqwayo e-Amazon Japan, ngamayunithi angu-5,000 athengisiwe ngenyanga yokuqala.

“Amandla e-Legend of Hei atholakala embonweni wayo ojulile kanye nabalingiswa abayinkimbinkimbi—lokhu kukhanga abaqoqi abadala abazisa ukulandisa izindaba kunobuhle nje,” kusho uLi Jia, umphathi welayisensi yomhlaba wonke we-Haoliners. “Ngokubambisana nemikhiqizo eqonda imakethe eqoqwayo, sigwema ukunciphisa inani le-IP futhi sakha ukwethembeka kwabalandeli besikhathi eside.”

Ukuzivumelanisa Nesimo Sezamasiko: Ukunqoba Umehluko Ukuze Uwine Abalandeli Bomhlaba Wonke

Ukwehluka kwamasiko kuyinselele enkulu kumathoyizi e-IP aseShayina aya phesheya kwezilwandle, kodwa izinkampani eziphumelelayo zithuthukise amasu okuzivumelanisa nezimo aqondiwe.

Ukulungiswa Kokuqukethwe Kwamanani Endawo

Emazweni amaningi amaSulumane afana neMalaysia ne-Indonesia, iBoonie Bears yalungisa imiklamo yayo yamathoyizi ukuze ihloniphe isiko lendawo: izingubo zomlingiswa wesifazane uLuna zashintshwa ukuze zifake imikhono emide kanye nekhava ekhanda kwezinye izinhlobo zamathoyizi athambile, futhi ukupakishwa kwamathoyizi kwasusa izithombe zabalingiswa abadla ingulube (isihloko esibucayi emasikweni amaSulumane). Lezi zinguquko zasiza i-IP ukuthi ithole imvume evela kubaphathi benkolo bendawo futhi yangena ezitolo ezinkulu ezifana neTesco Malaysia.

EYurophu, i-The Legend of Hei yehlise ezinye izigcawu ezinobudlova kokuqukethwe kwayo okugqwayizayo (okusakazwa ku-Crunchyroll) ukuze ihlangabezane nezilinganiso zokuqukethwe ze-EU, okwenza umugqa wayo wamathoyizi wamukeleke kakhulu kubathengisi abavamile. Isibonelo, inkemba yamathoyizi ephefumulelwe yi-IP yaklanywa kabusha ukuze ibe nethiphu eliyindilinga, igwema ukuhlukaniswa "njengesikhali esiyingozi" ngaphansi kwezindinganiso zokuphepha kwamathoyizi e-EU.

Ukumaketha Kwasendaweni: Khuluma Ulimi Lwezithameli

Ukumaketha kwedijithali kube yisihluthulelo sokuvala izikhala zamasiko. Ku-TikTok, ama-akhawunti e-Boonie Bears aseNingizimu-mpumalanga ye-Asia athumela amavidiyo amafushane ezingane zendawo zidlala ngamathoyizi, aqanjwe ngesiMalay nangesiTagalog, ngama-hashtag afana ne-#BoonieBearsMalaysia. Lawa mavidiyo akhiqize ukubukwa okungaphezu kwezigidi ezingama-50, okwenze u-30% wokuthengiswa kwezitolo esifundeni.

Ku-The Legend of Hei, i-Instagram ne-YouTube yiziteshi eziyinhloko zokumaketha. I-akhawunti yomhlaba wonke ye-IP ibambisana nama-Western anime KOLs (isib. i-Gigguk, i-The Anime Man) ukuze ibukeze amathoyizi ayo aqoqwayo, igxile emininingwaneni yomklamo kanye ne-IP mlando. Isibuyekezo se-YouTube sikaGigguk sesibalo se-Funko sithole ukubukwa okungu-1.2 million, okuholele ekukhuphukeni okungu-40% kwama-oda aku-inthanethi.

Njengoba ingaxhunyiwe ku-inthanethi, womabili ama-IP asebenzisa izimiso zomhlaba wonke zamahlaya ukuze axhumane nabalandeli. I-Boonie Bears yasungula ama-shoots okuxhumana eSingapore Comic Con 2024, lapho izingane zazingathatha khona izithombe ngama-mascot amakhulu e-Briar ne-Bramble futhi zithole amasampula amathoyizi wamahhala. I-Legend of Hei ibambe iseshini yokwabelana ngemibono yomhlaba eParis Comic Con, imema umqondisi we-IP ukuthi achaze indaba yayo kubalandeli baseYurophu—ikhulisa ama-oda angaphambilini omugqa wayo wamathoyizi ozayo ngo-25%.

Izinselele kanye Nombono Wesikhathi Esizayo

Naphezu kwentuthuko, abathumeli bamathoyizi e-IP baseShayina babhekene nezingqinamba: ukuncintisana okukhulu okuvela kuma-IP aseNtshonalanga naseJapan, izindleko eziphezulu zokwenziwa kwendawo, kanye nokuvikelwa kwe-IP okungaguquki kwamanye amamakethe asafufusa. Isibonelo, eNdiya, amathoyizi angombombayi e-Boonie Bears akhiqiza u-15% wemakethe, okunciphisa ukuthengiswa okusemthethweni.

Ukuze kuxazululwe lezi zinkinga, uhulumeni waseShayina uqinise ukwesekwa: uMnyango Wezohwebo wethule "uHlelo Lokukhushulwa Kokuthunyelwa Kwe-IP" ngo-2024, uhlinzeka ngezibonelelo zokubhaliswa kwe-IP kwamanye amazwe kanye nosizo lwezomthetho ngokumelene nokwenziwa kwe-mgunyathi. Okwamanje, amabhizinisi atshala imali ekudalweni kwe-IP ngokubambisana nabalingani bendawo—i-Fantawild ithuthukisa uchungechunge olusha lwezithombe ezinyakazayo nesitudiyo saseThailand, esiqukethe abalingiswa bakaBoonie Bears kanye nabantu basezinganekwaneni zaseThailand, ukuze kuqiniswe umsindo wendawo.

Uma sibheka phambili, ochwepheshe bemboni babikezela ukuthi amathoyizi e-IP aseShayina azokhula abe yizigaba ezihlukile (isb., amathoyizi asebenzisa i-AR, imikhiqizo ye-IP enobungani nemvelo) futhi angene ezimakethe ezisafufusa njengeMpumalanga Ephakathi kanye ne-Afrika. “Eminyakeni emihlanu ezayo kuzobona ama-IP aseShayina eshintsha esuka 'ekubeni khona' aye 'ekuthandweni' emhlabeni jikelele,” kusho uSarah Lee, umhlaziyi omkhulu kwa-Euromonitor International. “Isihluthulelo ukulinganisela ubuqiniso bamasiko nokuzivumelanisa nendawo—ukugcina lokho okwenza i-IP ibe yehlukile ngenkathi kuyenza ihlobane nezilaleli zomhlaba wonke.”

Njengoba i-Boonie Bears kanye ne-The Legend of Hei ziqhubeka nokuthuthuka, zivula indlela yokuthi ama-IP amaningi e-animation aseShayina aguqule izisekelo zawo zabalandeli bomhlaba wonke zibe abathengi bamathoyizi abathembekile. Embonini yamathoyizi yomhlaba wonke, lolu shintsho lusho ukuhlukahluka okwengeziwe, ukusungula izinto ezintsha, kanye nenkathi entsha yokushintshana kwamasiko ahlukahlukene okuqhutshwa yi-IP.