"Big Fish Begonia""Combination" Ali Fish Derivatives Simultaneous Film Development Will Become a Model

Biantian (Beijing) Culture Co., Ltd. and Light Pictures signed a tripartite cooperation agreement with Aliyu, allowing Aliyu to enjoy the exclusive online authorization rights of "Big Fish Begonia". Aliyu distributes the authorization to various brand manufacturers and receives corresponding authorization fees and commissions.

Original title: "Big Fish Begonia""fits" Ali Fish, how can derivatives synchronize film development?

But in terms of commercial development around the movie,"Big Fish Begonia" may leave a distinct impression on the outside world. As early as before the movie was released,"Big Fish Begonia" gave Aliyu exclusive online licensing rights, and Aliyu then took the lead in contacting major manufacturers to carry out peripheral licensing development.

This is the first time in the industry that an animated film has operated derivatives like this.

The reporter learned that the exclusive IP cooperation for "Big Fish Begonia" won by Alibaba Fish involves 42 derivatives from 32 brands in 12 categories. The cooperation platforms involved include Alibaba's Tmall and Taobao (including Taobao crowdfunding, Taobao members, main search), Jucost-effective. The cooperation methods include merchant derivative licensing development, crowdfunding, and offline art exhibitions.

However, for the sales of movie derivatives, the appeal and reputation of the IP itself are very important. At present,"Big Fish Begonia" has a score of only 6.6 on Douban, which is lower than "Rock Tibetan Mastiff" released during the same period. Will this be a disaster for the manufacturers involved in the development of its derivatives?

1. Ali fish "fits" big fish Begonia: How do the two fish cooperate?

In May this year, Alibaba Group officially launched Alibaba Fish as its innovative entertainment section. This is a company that is based on Alibaba Big Data and provides full-link services such as online authorization, marketing, and sales for IP parties and brands. The two core businesses are IP development consumer product authorization cooperation and integrated marketing and other services. In addition, it also includes its own IP operations such as Double 11 Carnival Night, and also involves various types of IP cooperation in film and television, animation, culture, art, stars, variety shows, sports, and music.

Previously, Ali Fish has tried to make animated film IP. For example, the daily turnover of "The Return of the Great Sage" derivatives was 22 million yuan, and the daily turnover of "Kung Fu Panda" derivatives reached 165 million yuan through the Ali New Year's Day, which made Ali Fish more interested in seeking derivative development of animated film IP.

Before the release of "Big Fish Begonia", the film's producer and distributor, Bianyantian (Beijing) Culture Co., Ltd. and Enlight Pictures signed a tripartite cooperation agreement with Aliyu, allowing Aliyu to enjoy the exclusive rights of "Big Fish Begonia" online. Aliyu distributes the authorization to various brand manufacturers and receives corresponding authorization fees and commissions.

Its cooperation categories, in addition to China Post's customized stamps, include beauty, clothing, jewelry, maternal and infant products, household daily use, toys, musical instruments, snacks, 3C products and stationery.

"Tea"(industry name), a partner of the original manual studio, told reporters that they had been in contact with Bi 'antian a long time ago and began to design and produce peripheral products for "Big Fish Begonia" three or four years ago. After Aliyu obtained the authorization rights of "Big Fish Begonia", he also joined the system and developed and produced manual versions for "Big Fish Begonia".

Shao Yuting, head of the marketing department of Luolai Home Textiles 'brand LOVO, also told reporters,"Luolai Home Textiles and Aliyu have always had good cooperation. Therefore, when Aliyu took the lead in the development project around Dayu Begonia, it also found us and quickly reached a cooperation intention with the LOVO brand."

In fact, as early as March 2015, Alibaba invested 2.4 billion yuan in Enlight Media, becoming its second largest shareholder, and reached cooperation in film investment, production and distribution, and IP development. Enlight Media also settled in Tmall and opened Enlight flagship store to sell company films and artists 'derivatives. The flagship store has just opened and only has derivative products of "Big Fish Begonia". Data from Tmall stores shows that a key chain priced at 16 yuan sells the best, with 344 units sold.

The public relations officer of Enlight Media told reporters,"The sales situation of our Tmall store has been good in the past two days. The data has not been counted yet, but it is so busy that our colleagues are doing customer service."

2. Derivatives manufacturers: Not afraid of controversy, what they are interested in is the film's early exposure.

After the release of "Big Fish Begonia", the word-of-mouth effect has somewhat affected surrounding developers. The partner of Wena Studio said that many people would go to their official Weibo to scold them, which made the company feel very helpless. "Although this film has a very ordinary plot, it also has highlights. It cannot be said to be a bad movie that is too bad to watch. It has some improvement points that China's animated film market needs. Of course, if you have to compare it with a world-class blockbuster like "Spirited Away", you can't help it. Public opinion is now warming up. Of course, surrounding crowdfunding is still far behind the scenes."The Return of the Great Sage"."

In fact, any cooperation has additional conditions, and the cooperation with Aliyu is no exception. For example, IP licenses usually require a certain margin, which is somewhat a risk for derivative developers. However, many industry insiders have said that this is the rule of the game in the industry, and it is natural to accept this rule when doing business to make money.

"According to the normal distribution path of commercial films, its derivatives development must be launched simultaneously several months in advance, or even six months a year. In foreign countries, according to a standard derivative development process, they even have to start a few days before the movie is released, which does not mean that they will start selling after the movie is released. Because movies are a fast food, derivatives must be sold when the movie is at its peak. Especially for example, our hand-made R & D and production cycle is very long. It is impossible to wait for the movie to become popular before making it. When the popularity of the movie passes, it will not be able to sell it." A partner of Muna Studio said.

In Luo Lai Home Textiles 'view, it is not a bad thing to have controversy after the movie is released. Before cooperating with "Big Fish Begonia", Luo Lai Home Textiles had cooperated with many animated films, including Doraemon, Little Prince, and Mind Agents to launch a series of products, and has been seeking IP authorization in this regard. Cooperation.

"What we are interested in is the early exposure and attention of" Big Fish Begonia ". This movie has attracted enough attention before it is released, and the light has always been experienced in publicity. Moreover, the audience of this animated movie is definitely not for children, and it is more in line with our positioning." Shao Yuting said.

She believes that cooperation is conditional and there will definitely be risks, but it depends on whether it is worth trying. "Whether it is about product sales or brand effect, we will have an internal evaluation. This cooperation with "Big Fish Begonia" is an improvement to our brand. Controversial is a good thing, but we hope that there will be controversy. Only when there is controversy can we attract attention."

Moreover, the authorized derivatives of various brands sold on the Tmall platform this time usually take the form of pre-sales. This is because, on the one hand, the surrounding development project started very quickly, and it is basically too late for manufacturers in various fields to produce spot products; on the other hand, it is easier to control risks and avoid inventory. The sales cycle of these derivative products of "Big Fish Begonia" must be adjusted according to the cycle in which the film itself maintains its popularity.

3. Whether the results are good or bad, light layout derivatives provide a new model.

After "Return of the Great Sage" set a box office record for a domestic animated film, its surrounding sales have also achieved considerable results. However,"Return of the Great Sage" is a special case for both animated films and the development of derivatives.

Many people say that "Return of the Great Sage" missed the best period for derivative development, but in fact, before "Return of the Great Sage" was released, it contacted some manufacturers to authorize the development of surrounding areas. It was just that at that time, no one in the industry knew about this film, and no one thought it would be so popular, so naturally no one took on the project. Before that, the surrounding areas of domestic animated films were mainly for toy development for the children's market. The box office success of "The Return of the Great Sage", as well as the peripheral development of the movie after its release and the good sales, cannot be replicated.

The peripheral development of domestic animated films requires an industrial process. From this point of view,"Big Fish Begonia" provides a representative research case. Some people in the derivatives industry believe that movies such as "Warcraft" are crowded around before they are released. This is a standard international operation process. Derivatives must be promoted when movies are at their peak, unless they are IP with a long history and vitality. "Big Fish Begonia" is a project that Light packs, promotes and promotes according to commercial films. Its IP derivative development has more reference value in the industry regardless of whether the final sales are good or bad. Many domestic films lack a long-term plan in terms of derivatives.

From cooperating with Ali to subscribing for 6% of Hangzhou Tisu E-Commerce Co., Ltd. with its own capital of 30 million yuan, Enlight Media is laying out the downstream of the industrial chain, trying to open up the C-side to face more consumer groups. "Light has been planning on developing the surrounding areas very early this time, and the image materials of this film itself are also very suitable for developing the surrounding areas. The entire business model and promotion of "Big Fish Begonia" is actually very complete, and peripheral development is also a part that is intentionally strengthened." Insiders of Enlight Media told reporters.

Editor: Nancy