"Great Sage" sells 12 million monkeys in a single day and continues to counterattack

On the 23rd,"The Return of the Great Sage" set another historical record. The derivative operator of "The Return of the Great Sage" and Tmall jointly carried out a crowdfunding campaign around "The Return of the Great Sage" and "Dream Factory". On that day, its sales exceeded 11.8 million, setting the highest single-day sales in the history of China animation and China films.

During this summer's summer, the domestic animation "Journey to the West: The Return of the Great Sage" is definitely a unique case. Not only did it not initially be optimistic, but it reversed the box office with a very low schedule rate, and eventually became the box office champion of domestic animation in film history. On the 23rd,"The Return of the Great Sage" set another historical record. The derivative operator of "The Return of the Great Sage" and Tmall jointly carried out a crowdfunding campaign around "The Return of the Great Sage" and "Dream Factory". On that day, its sales exceeded 11.8 million, setting the highest single-day sales in the history of China animation and China films.

In foreign countries, the development of animation derivatives is more important than obtaining box office. Derivative revenue in the United States even reaches 70% of total film revenue. Take "Frozen" as an example. Disney developed almost all-inclusive derivative perimeters for this animated film, including even yogurt, juice, fresh fruit and other foods. The best-selling "Two Sisters 'Same Dress" sold 3 million pairs in the United States alone within one year, ultimately benefiting more than US$450 million. However, in China, there are only a handful of animation works that have achieved success in derivatives, and no relevant industrial chain has been established.

On the 23rd, the promotional materials of "Return of the Great Sage" even "aggressively contracted" the homepage focus maps of Taobao and Tmall. Crowdfunding activities around the country have long been precedent. Many game merchants have used this to interact with players. Not long ago, the TV series "He Sheng Xiao Mo" also launched a similar activity. The animation "Return of the Great Sage" is very popular on the Internet and has also attracted many people from "tap water". Driven by these "tap water", single-day sales have exceeded 11.8 million yuan, and the actual amount achieved exceeds 10 times the total target amount, with amazing results. Among them, the one with the highest amount reached was the official puppet, which was a replica of the doll held by Jiang Liuer in the movie, with a quota reaching as high as 2.52 million yuan. A theater manager in Fengtai District, Beijing, also revealed to reporters that after watching "The Return of the Great Sage", there were many viewers who asked if there were any puppets sold around them.

In the crowdfunding campaign launched by "Return of the Great Sage", a company called "Cat Entertainment" surfaced. Although it is only a relatively new entertainment e-commerce platform in China,"Entertainment Cat" has far-sighted eyes on the value of products surrounding "The Return of the Great Sage" from the beginning. It not only invested in movies, but also invested in outdoor hard and broadcast at a level of tens of millions of yuan regardless of cost. In return,"Cat Entertainment" only requires a six-year exclusive license for the products surrounding the anime movie. Tao Yadong, CEO of "Entertainment Cat", is also a senior media person and TV program producer. He also founded Tianxi Yongtai together with Ren Quan. It can be said that he has rich entertainment and commercial resources. Perhaps this is why many big brands can help the surrounding activities of "The Return of the Great Sage".

At the end of 2014, Tao Yadong saw "The Return of the Great Sage" at the invitation of his friend Hu Mingyi, executive producer of "The Return of the Great Sage". After that, he made up his mind to invest and booked the movie periphery early in the morning. The development of peripheral products of "The Return of the Great Sage" has also encountered some twists and turns. Entertainment Cat initially mistakenly designed many "young" peripheral products for the movie, but later discovered that adults over the age of 20 are the main consumers of this movie. In addition,"counterfeiting" is also the main problem currently facing the development of "Great Sage Peripheral". Nowadays, similar "copycat goods" have long been everywhere on Taobao.

Although the whole process has not been easy, the surrounding sales of "The Return of the Great Sage" have achieved amazing results. No matter what the final total sales volume can reach, the significance of this event will far exceed the box office achievements of "The Return of the Great Sage" for the entire industry.

Editor: vian