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Everyone who is chasing new movies and other movies can be said to be familiar with the term, the Transformers on the bookshelf, the Mickey Mouse T-shirts on the body, and even the customized meals... Derivatives have gone deep into our lives.
Derivatives simply refers to a series of services or products that can be sold and manufactured using IP images, scenes, and props. For example, film and television novels, games, model hands, costumes, stationery, etc. You can think of things. In addition, it can be extended to a wider range of fields by means of image authorization, such as theme catering, comic cafés, theme parks and other tourism industries and service industries. Today we will talk about the derivatives in the theme park.
Disneyland
Backed by powerful IP
IP is Disney's core asset, from Winnie the Pooh to Iron Man Spider-Man, from the Princess series to the Toy Story, covering the IP powder of various years, relying on Disney's own powerful IP, its consumer derivatives are also naturally popular. .
Take the Disney hot animation as an example. The "Princess Dress" worn by Anna and Aisha in the "Frozen" movie sold 3 million copies in the United States in less than a year. Just "Aisha skirt", Disney has an amazing income of about 450 million US dollars! The little princess can be said to be a human hand, which shows that a good IP is quite powerful for derivatives!
Fusion with the paradise experience
From direct-operated stores to Disneyland, Disney's derivatives are sold in a variety of channels. In the traditional derivatives business, Disney will work with many licensees, such as Uniqlo, Lego, etc., and the two companies will design and develop some products together. But in the paradise, the merchandising team is working with the designers of the park to find out how the goods can appear in the paradise without being awkward.
Let's take Shanghai Disneyland as an example. In the Adventure Island area of ​​the park, visitors will go directly to the original tribes, and the various derivatives sold in the park will match the theme of the park. Mickey, Minnie, Donald Duck, Goofy, etc. will wear On the explorer's clothes. There are also many kettles, shovel and other products with Disney cartoon elements. In another tomorrow's World Park, there is a pole-speed roller coaster, where the dolls sold will wear the uniforms in the story set.
Disneyland derivatives are an important part of the park's income. For Disneyland, derivatives and amusement parks are just a part of the experience. The derivatives are sold everywhere, perfectly connecting the experience of the park to the goods. People who come to play are naturally willing to pull out the wallet. Pay for this happy experience.
Exclusive sale through specific channels
In addition, some exclusive derivatives are also the reason for attracting tourists. Most of the derivatives in Shanghai Disneyland are exclusive to Shanghai Disneyland, such as the retro Shanghai series. The background of this series is 1928. Shanghai, for this reason, the designers refer to a large number of old photos, old movies, hoping to use Disney's classic animated characters to restore the elegant style of the beach. Among them, Minnie dolls wearing cheongsam, Mickey models wearing dresses, etc. are all owned by Shanghai Disneyland, which means that you only have the opportunity to buy these exclusive derivatives if you walk into the park yourself.
Keep up with trends and innovation derivatives
In addition to the common types of derivatives, Disney is constantly innovating in the trend of the times. In 2017, Disney has strengthened its smart life, derivative of sports health, and some electronic digital products we use every day, such as U disk, Charging treasures, sweeping robots, etc. are also more visible to Disney. In addition, Disney is also developing related derivatives among some food, fitness, and sports community brands.
Universal Studios
Paradise passenger flow rises
As a strong competitor of Disney, Universal Studios is an amusement park with the theme of recreating movie themes and plots. The company started out as a filmmaker in the early days. With the mature development of the film business, it has developed an offline paradise and is integrated with the film. To create a theme park that integrates catering, entertainment and shopping. With the help of many IPs such as Harry Potter, "The Attacking Giant", "One Piece", "Spiderman" and so on, Universal Studios' traffic has been rising.
Selling everywhere
In addition to the hotspots of Universal Parks, Universal Studios' energy in IP derivatives development is not to be underestimated. The Little Yellow Man's Kettle, Madagascar Penguin's Neck Pillow, Shrek's Cushion, and more. Take Hollywood Universal Studios as an example. The park is divided into two parts by region. There are 8 stores in the theme park. Most of the products are sold with candy, toys, costumes and souvenirs.
Such as the sale of robes, 9 3â„4 platform theme goods, Hogwarts Express train theme goods and a variety of magician supplies (crystal ball, telescope, binoculars, celestial globe, compass, magnifying glass and hourglass) Wesley magical theater.
Joint design with the brand
There are nearly 30 shops on both sides of the commercial pedestrian street, and the dazzling array of goods makes visitors feel overwhelmed. Immersed in such a derivative shopping paradise, it is not a pity to not buy a few interesting and memorable things. Among the various theme souvenir shops, the commercial pedestrian street is also home to famous brand stores such as GUESS and Quiksilver. The brands with the Universal Studios logo or logo are the most popular tourist products for tourists.
Turn the plot into reality
In addition to the traditional commemorative derivatives sales, there are many themed catering in the park, you can taste Mexican cornflakes, Gru's backyard roast chicken, specialty sandwiches, salads and desserts, and the legendary library. Stie Burger, Clogger Burger, Ribwich, Sideshow Bob Super Hot Dog, Authentic Buzz Cola's Custi Burger.
As a derivative product based on the second development of IP content, it is already a mature and stable industry in the United States, Japan, etc. Taking movie IP as an example, the output of derivatives only accounts for 70% of the total revenue of American movies. There are far more than the income of the movie box office.
When content becomes critical, the performance of licensed consumer products is closely related to the strengths and weaknesses of IP content. A truly high-quality IP can refine a myriad of derivatives, resulting in sustained or even indefinite returns.
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