This summer, with the popularity of many ancient puppet dramas, the derivative market of ancient puppet dramas has also shown a lively scene. Small to mobile phone cases, stickers, and large to joint jewelry; Tradition, such as joint Hanfu, innovation, such as digital collection, drama derivatives with rich categories and different forms have been pushed to the market one after another, which has helped drama marketing and instigated the long tail effect of film and television IP.
Propaganda and sales weapon
With the explosion of IP works, derivatives have gradually become the standard of phenomenal ancient puppet dramas. Because of its dual attributes of publicity materials and commodities, more and more drama parties put the development of derivatives ahead, and almost synchronized the development of content and derivatives.
On July 20th, Huanrui Century’s costume drama "Aquilaria Resina" was launched, and derivative products related to the drama, such as hand-made, dolls and artistic fragrance candles, were launched simultaneously. The audience can click on the link on one side of the screen and jump to buy the corresponding products while watching the drama. Guo Chan, general manager of Huanrui Century Derivatives and vice president of Ruijia Asset Investment, told Variety Daily that in order to conduct in-depth commercial exploration of its IP, Huanrui Century established Beijing Huanrui Clothing Co., Ltd. at the end of 2021, and the development of derivatives of "Aquilaria Resinatum" is one of the key projects of the company.
Guo chan
According to Guo Chan, there are many inspirations for the derivative creation of ancient puppet dramas, and developers make pre-thinking and top-level design from multiple dimensions at the beginning of film and television drama shooting. Take "agarwood as crumbs" as an example, we must first consider the preferences of the target user group. "Most of our users are young people between the ages of 18 and 32. On the basis of investigating the market demand, the team has developed derivatives such as blind boxes, hand-made, cotton dolls, etc. At present, the feedback from the industry and the market reputation are good." Secondly, derivative development is based on the key elements of the drama. For example, around the core props that run through the drama, such as the incense burner, the team did not simply re-carve, but tried to create and develop professional products again. The team re-modeled the flower-shaped incense burner in the play in 3D, and endowed it with fragrance function while maintaining its original shape. With the agarwood candle repeatedly debugged by the perfumer, it launched the work "Flower Candle", which is no less than the professional fragrance brand on the market.
In addition, the team also launched products such as Puhan bookmarks, half-dream floating incense tablets, and a dream agarwood paper carving lamp. "In the development of derivatives of ancient puppet shows, while considering the consumption intention of drama powder, we should also consider the demand of the mass consumer market, and we need to find a balance between the two to provide consumers with more diverse product choices."
Different from the independent development of "Aquilaria Resinatum", more ancient puppet dramas have chosen the cooperation mode of joint authorization. As the "opening gun" of the summer file, Meng Hua Lu attracted the attention of the audience of ancient puppet shows once it was broadcast. The exquisite and concise Song costumes in the play made the majority of "Hanfu girls" deeply plant grass (in network terms, it means that they like an object very much). Thirteen clothing brands reached an authorized cooperation with the IP party before the series started, and at the peak of the plot, four joint works were launched in the voice of fans "wanting to look forward to the same paragraph", which triggered a hot discussion on the whole network.
On June 30th, two kinds of tea drinks, Perilla Pink Peach Drink and Menghua Tea Happy Tea Ordering, were put on sale. It is reported that "Purple Perilla Pink Peach Drink" is inspired by Zhao Niangzi’s famous drink "Purple Perilla Drink" in Dream of China, and "Dream of Chinese Tea is Happy to Order Tea" is inspired by the traditional "Order Tea" in China. Two kinds of tea quickly set off a buying craze, and netizens punched cards on social platforms such as friends circle and Weibo, which led to the fermentation of topics and the marketing of drama series.
In addition, Meng Hua Lu also launched an offline theme exhibition-the offline antique market of "Elegant Dream China Tour", which not only showed the scenes in the play, but also set up cuju, throwing pots, Hanfu parade, tea ordering and other projects.
stone stream
The extension of derivatives of ancient puppet shows is constantly expanding. Professor Shi Chuan of Shanghai Theatre Academy is concerned that in addition to the traditional consumer goods, digital collections and offline travel have become a new trend in derivative development in recent years. "The authorization of ancient puppet works, as well as the escape of the secret room, the landing attempt of theme hotels and film and television cities have appeared, which is a trend worthy of attention in the development of film and television derivatives."
More iconic development has obvious advantages.
"The development of film and television derivatives, the theme of ancient dolls occupies half." Some insiders emphasize the development potential of ancient puppet derivatives.
In this regard, Guo Chan said that the derivative development of modern and contemporary film and television works has not obviously lagged behind the ancient theme, and the sales of co-branded clothing, accessories and other products launched by some contemporary urban film and television dramas can not be underestimated. "At present, costume derivatives occupy a large market share, which may be due to the more unique identification of such products."
In Guo Chan’s view, ancient works and modern works have their own advantages and disadvantages in the field of derivative development. The advantage of antique theme is that it has its own oriental symbolic aesthetic gene and has more imagination space; In terms of disadvantages, the ancient theme needs to find a development point that can get through the drama and reality, and realize the deep integration of breaking the "secondary wall", which requires developers to have strong plot understanding ability and product transformation ability. The content of modern themes and the contemporary consumption environment are naturally integrated, but it is this integration that makes the uniqueness of derivatives relatively weak.
Ishikawa believes that the competitiveness of derivatives of ancient puppet shows is strong, which benefits from the operability of the development of derivatives of ancient costume themes. China film and television creators have diverse thoughts on realistic themes, hoping to project real life into their works. Themes are relatively artistic or more serious, while derivatives need to have entertainment and leisure properties. Therefore, the development of derivatives of realistic dramas has certain limitations. "Ancient costumes are far away from real life, with more imagination and easier operation."
Strong heat dependence needs to improve IP value
Some insiders said that although the national style and tide prevailed in recent years, such products still had limitations in circles, and the target audience of ancient puppet derivatives was still drama powder, and the market development efforts still needed to be strengthened.
"The domestic film and television derivative development industry has entered a bottleneck period of development." Ishikawa told Variety that although new carriers such as digital collections appeared, the value attributes of derivatives themselves did not appear. Most products with large market sales need to have both creativity and use value, and the sales of products with more traditional forms are more secure. Purely IP-oriented dolls, hand-made goods, etc., unless the price is cheap enough, the audience’s desire to buy is not high. "The derivative sales of domestic film and television works are highly dependent on the heat of the drama series, and the IP influence is weak, which will directly lead to a cliff-like decline in product sales."
Ishikawa suggested that practitioners can refer to Marvel Comics’s ladder strategy: first, accumulate brand popularity through comics, select themes with high popularity, develop animation or drama series, and then select appropriate themes from them to operate movies, and finally build a complete film and television universe. That is, "accumulating a large number of readers and audiences through different carriers, forming a solid IP fever, and then carrying out targeted stage operations to continuously improve the IP value can help derivatives realize the idea of sustainable development."
Guo Chan believes that to avoid the decline of derivatives sales momentum with the popularity of IP, we must adhere to specialization and branding. "If there is only one" Aquilaria Resina ",its development cycle is limited. Only when there are enough high-quality IP, a steady stream of fresh blood injection and continuous introduction of good products can we achieve the goal of specialization and branding. "
Special planning |The popularity of ancient puppet shows and traditional culture
● Ancient puppet shows and traditional culture "go in both directions"
● Take advantage of the wind, the ancient puppet drama is popular, and the derivative of the national wind with fire is brought.
● The popularity of ancient puppet shows going out to sea continues unabated.
● Ancient puppet dramas hit "Li" and "Broken"
Photo: drama series, brand official micro
Please send the submission to the email address:
zongyiweekly@163.com
Please see the micro store for purchase.