Young People Who Fall In Love With Krypton Gold

The explosion of "blind box economy" makes "chaoplay" officially out of the circle. According to media data, the scale of China's fashion toy market is expected to reach 26.2 billion yuan in 2020 and 76.3 billion yuan in 2024 from 6.3 billion yuan in 2015 to 20.7 billion yuan in 2019. Fashion toys have shown a huge ability to attract gold in the Chinese market.

The popularity of fashion games can not be separated from the support of the younger generation of "krypton gold barons". In fact, young people's "krypton gold" is not only used for blind box purchase, but the dolls "clipped" by their own strength seem to make the young people enjoy it more. This also makes LLJ clip machines from Beijing "all the way south" to the core business areas of Wuhan, Shanghai, Hangzhou and other first and second tier cities, Become the new traffic standard of shopping center.

　 New concept clamping machine

Like the blind box, the off-line clamping machine in early 2018 ushered in the outbreak of performance in 2018 and 2019.

"On the one hand, the consumption power of the post-90s and post-00s has increased, and the disposable income of the younger generation has increased. On the other hand, the rise of Guochao culture has made consumers willing to pay for domestic IP and original products," Luan Luan (Huaming), co-founder and COO of twelve buildings culture, told the media, "fashion consumption is becoming the embodiment of personal values of the post-90s and post-00s."

Behind these factors, there is also a significant background, that is, the unstoppable trend of "consumption entertainment". The emergence of entertainment consumption makes the sale of ordinary goods more diversified. This "evil wind" not only blows in the fashion market, but also plays "stuffy bag" in the clothing field such as Nike, and "blind play" becomes more attractive.

In this context, the clip machine has also changed the previous method of playing dolls, but to create a new concept of clamping machine.

"With the growth of the post-00s and post-90s, offline consumption formats have also changed, from product form, sales logic and consumer groups to a certain extent. This change is mainly composed of IP with traffic, high-quality products and entertainment playing methods. The core is also from the demand for offline entertainment and spiritual consumption."

In 2018, a new concept of clip machine was launched, which means that besides the products, the clamping machine is more innovative in playing methods.

"At present, in terms of playing methods, the clamping machine pays more attention to the scene, interaction and uncertainty. For example, the blind box is a 3.5-inch manual operation. We have added the method of blind drawing. If you want to play, you must play with 6 + 1 or 8 + 1 (6 / 8 + 1 hidden). It doesn't have to be which one to take out. This increases entertainment and doll clamping skills in the shopping process. It's just two or three times to clip dolls. Nowadays, there will be more uncertainty about it, "Luan said." unlike the traditional method of catching dolls, which mainly focuses on logical flow and simply attracts customers to the store, it is hoped that everyone can take the goods with them. ".

In terms of product setting, the layout of clamping machine has changed from the previous layout of dolls. Instead, it has added blind boxes, hand-made items, bags and even daily necessities to attract customers to the store. In addition, the wechat app for clip machine accounts for more than 40% of the re purchase rate through the collection of illustrations by members, such as changcaoyan Tuanzi, Gon's marmot, Toby series, Disney, DC, etc

　　 Incubating IP through industrial chain

Jiajizhan has always stressed that its understanding of fashion games is the combination of fashion products and playing methods. The novel playing method naturally brings a large number of tourists, but its killer weapon is still Commodities.

"We have been positioning ourselves as a consumer entertainment company with IP penetration. Many people have always thought that shierdong culture is an IP incubation company, but IP is the result. We are considering how to incubate domestic IP."

In fact, the culture of twelve buildings has chosen a different road from bubble Mart.

"Bubble mart is from the back end to the front end, that is, bubble Mart finds the blind box market through the store channel, and then develops the industrial chain to incubate IP in the front end, while the twelve building culture is moving from the front end to the back end."

This means that the culture of twelve buildings first incubates IP in the front end, and then makes products, industrial chain and sales scenarios.

According to the media, the twelve buildings culture has incubated IP such as changcaoyan Tuanzi, Gon's marmot, refrigeration girl, Fulu xiaojiangsi, etc. "at present, the proportion of Chinese original IP of 12 building culture accounts for 60% - 70%. The cooperative IP is mainly to expand the market and learn new international technologies, and jointly launch products with world IP such as dishni."

In addition, the twelve buildings culture also cooperates with stars such as Wang Yibo, Wang Junkai, Yibu Qianxi and Ouyang Nana to do offline activities, and cooperates with Huang Zitao's cartoon image taosman to develop derivatives. "From product research and development, production end, warehousing, logistics and sales, we can see our pursuit of fashionable products and offline consumption."

Up to now, there are 15 stores that have been opened. The number of users that can be counted by online social media has exceeded 65 million, and the number of purchased members has reached 5 million.

　　 First Step

At a time when the market situation of Chaozhou game was very good, the whole cultural and creative market suffered heavy losses due to the impact of the epidemic "black swan". "Originally, according to the original plan, 2020 will be the year of big outbreak of clamping machine occupation, and the epidemic situation has affected the speed of expanding stores of clamping machine occupation". However, with the resumption of production and work, the clamping machine also ushered in new opportunities.

In May this year, jiajizhan announced its cooperation with Wandai Nanmeng palace, and the first LLJ joint name store of Namco was officially established in Beijing Huiju center. According to the plan, the two sides will realize the complementary and integration of resource advantages in store management, industrial resources, data technology and other aspects around the baby machine business. More importantly, with the deepening of cooperation, the two sides will jointly build a new offline entertainment format To further open up the imagination space of Chinese mainland market.

"The trend play is a part of the entertainment of consumer goods, and then it is the entertainment of products. At present, the domestic market is still in its infancy." But there are also challenges under the great situation.

"The big challenge is the running in of multi industry chain ends," he said in a random way: "just take the film and television culture as an example. From the data of Hollywood and Japan, the revenue of derivatives is as high as 70%, but the revenue of domestic film derivatives accounts for only 10%. Therefore, the problem is how to run in among various industries, and how to run in products and content end, which is the cost of education Very high. "

On the positive side, China's strong Internet advantage has greatly shortened the time of IP training. "The key is to meet the Chinese people's understanding of IP through multi-dimensional building, and represent the output of young people's values."