Light media derivatives business weakness gradually? High sales only flash in the pan
Released 12 days of "Wonder Woman" has been harvested 480 million yuan at the box office, but the synchronization on-line derivatives sales are not satisfactory. Beijing Chinese Commercial News reporters noted that the current light flagship store sold 12 "Wonder Woman" genuine derivatives, the highest sales of the shield key ring only sold 85 pieces. Since July 2016 light flagship store officially in the days of cat on the line, has launched more than 10 film and television works related derivatives, but in addition to "big fish Begonia" derivatives made a total sales of more than 50 million yuan of good results, The rest of the products did not give the light media derivatives business to pay a satisfactory answer.
Animated film "big fish Begonia" when the release of derivatives generated by the heat sales, so far still let a lot of people remember. 12 categories of hundreds of products to create the total sales of over 50 million yuan, no doubt the beginning of the derivative of the power of light business media fame and fortune. 5 months later, as a has a large number of fans based, and successfully gains 577 million yuan at the box office animation movie "your name. ", But failed to let the light of the media derivatives business again painted a heavy color. Although the light flagship store with all the chips for the film's derivatives rally, but the statistics show that the film released 10 days later, you can query the various projects, the highest sales of the flagship store sales of 677,500 yuan; The flagship store price of 7,300 yuan; Ai Man animation design of the amount of 32,900 yuan, the rest of the co-financing of the shops did not meet the pre-set goals.
However, over the past year, the light flagship store launched a total of more than 10 film and television works related derivatives, can be divided into brand sales, copyright licensing and cooperation in the development of three categories, but when the film and television works after the heat period, the relevant derivative The goods will be off the shop. Up to now, the light flagship store a total of 102 items, the total sales of over a total of five; to double the number of 13; total sales of 10 below the 43, of which 17 goods sold only 1 The In the light of the flagship store product classification, "big fish Begonia" category under the best sales, only the phone shell will sell 305, but with the "choice" in mind all merchandise sales are 0 The As of the Beijing Chinese Commercial News reporters, the light media has not yet derivative of the electricity sales of the status of the two poles to reply.
In the animation around the dealer Mr. Zhou view, the current derivatives market, "creative lack of marketing Minato" phenomenon is very common. The same is the sales pillow, "big fish Begonia" in the movie on the line before the microblogging, WeChat platform released the relevant derivatives of the picture, supplemented by exquisite text and derivatives production process, the material has not yet available on the hanging Consumer appetite, only the price of 77 yuan pillow will accumulate 1566 sales evaluation. In contrast, "from your world through the" propaganda focus on the entire film content itself, the derivative is only incidental content, resulting in "big fish Begonia" the same specifications price 49 yuan pillow sales is always 0, "no matter how cheap Derivatives, as long as the marketing in place, there will be sales. "
Poor marketing will reduce the sales of derivatives, derivatives can not control the production cycle will also affect the consumer experience. Consumers Ms. Chen said that in December 2016 your name. "When the release of the flagship store in the light to buy the same section of the collar, until the February 2017 only received the goods," so that derivatives research and development, production, marketing, sales of closed-loop, although the need for a certain period of time, but should also be maintained in the film Of the heat period, if the production cycle for the derivatives is not planned, it is difficult not to doubt the light of the media derivatives research and development process problems.
At the same time, the quality of derivatives and after-sales problems also led to consumer dissatisfaction. There are consumers to reflect the "magic ladies" mobile phone stent refers to the existence of sticky prison is not strong; "Chunjiao save Zhiming" official authentic can not afford to smoke 3 sets, there have been letters out of paint, flint phenomenon. "I spent 149 yuan to buy a lighter, ashtray, cigarette case three sets, after the arrival of the lighter was found to be used as the same, the letters are beginning to paint, customer service only because of the reasons for the production process will fade phenomenon, not Given the follow-up solution, and then asked the customer service will not respond. "Ms. Wang stressed the consumer. Ms. Wang encountered for the situation, the Beijing Chinese Commercial News reporters a few days ago asked the light flagship store customer service staff, as of press, the other has not yet responded.
"With the establishment of the film consumption habits, consumer demand for film derivatives will certainly increase, but at this stage of the domestic film derivatives is a common problem is lack of creativity, which will undoubtedly hinder the development of the industry." According to Mr. Zhou , The development cycle of film derivatives should be 4-6 months or even longer, but many domestic film derivatives are to the late release of the film began to prepare.
In addition, the wind gradually Culture Communication Co., Ltd. Chairman Wang Bing stressed: "Now the market some of the film derivative products can only be printed, that is, the film elements printed on the items, simply can not attract consumers , Good derivatives must be created after repeated polished, modified, currently on the market similar to the production of mobile phone shell, mouse pad, T - shirt, backpack and other products, but also far from the definition of derivatives standards.
In the view of practitioners, whether it is film side or involved in the production of enterprises, if you really want to open the film derivatives market, attracting the attention of consumers, in addition to doing publicity, the focus is to improve the technical content of products, through Please professional designers in advance to intervene in the film pre-creative links, learn enough creative inspiration, to give the film a new artistic life of derivatives, which fundamentally break the "copy, paste" industry ills.