Youku was fined、DaMai APP has been removed from the shelves、Xiaomi Music is closed、Executive executives leave one after another......Alibaba Entertainment, which has been having a hard time recently, has made a new move: entering the 188bet mobile login entertainment industry，Also successfully created two top-notch derivatives，"Country Love" blind box and "Shanhe Order" 188bet mobile login figures。

And its "old rival" Tencent has already made plans in the trendy play sector，Recently signed an 188bet mobile login licensing cooperation agreement with iDreamSky，Jointly enter the trendy blind box market，Plans to open 150 QQfamily themed offline stores within 3 years。

Alibaba with strong trading attributes，188bet mobile login with strong social attributes，Meet in the fashion field，Who is better？Can Alibaba come from behind?？

Ali wants to make a "film and television version of Bubble Mart"?

Recently，Alibaba Pictures announced，Established a new trendy toy business brand "Koi Naqu"，At the same time, "Tmall Youku Model Play Flagship Store" was renamed as "Koi Naqu Flagship Store"，Main content 188bet mobile login trendy entertainment。

Announcement display，“Koi Naqu relies on Alibaba Entertainment’s 188bet mobile login for film, drama and comic content、The Xuanfa position has settled、Advantages in circle user operations and other aspects，Form a set of content 188bet mobile login to derivatives development、A virtuous cycle mechanism in which content promotion and derivatives promotion complement each other。”

Judging from the content of its announcement，Alibaba Entertainment intends to cover the entire industry chain of 188bet mobile login production for movies, dramas, and comics: from upstream content、Midstream channels、And then to the development and realization of downstream derivatives。

1、On the content side，Alibaba’s own film and television、anime、Literature、Variety show content matrix，Can provide abundant 188bet mobile login resources for koi fun。The person in charge of the brand said in an interview with the media，Except Alibaba Entertainment’s own 188bet mobile login，There are also independent designers developing independently、High-end trendy art，There will be at least three trendy 188bet mobile login product lines in the future。

2、On the channel side，Koi Naqu has online Taobao in addition to it、Support for Tmall and other “Taobao” traffic，And Youku、Taopiaopiao、DaMai and other platforms，Can reach consumers in multiple directions。Good derivatives can extend the life cycle of film and television 188bet mobile login through marketing methods，Derivatives and 188bet mobile login are linked to achieve commodity premiums，Return to 188bet mobile login to bring popularity。

3、Currently，Most domestic derivatives producers focus on the development of relatively elementary pan-entertainment products，For example，Clothing、Jewelry、Culture and creativity (such as amulets、Keychain)、Digital 3C products (such as power bank), etc.，Judging from some e-commerce platform data，The monthly sales of most TV series derivatives are in single digits，Some are even zero。But in the United States、A mature market for Japanese derivatives，Professional derivatives such as figures occupy a large market。Such derivatives tend to have higher unit prices，The audience is mostly hardcore fans of related IPs。Koi Naqu chooses trendy toys among many derivatives categories，We hope that the most popular gameplay will bring new traffic to the series，Also focused on Chaowan’s 188bet mobile login monetization capabilities，The trendy consumer group, mainly Generation Z, has high purchasing power，More willing to pay for novel and interesting creative gameplay。Related data display，Among the buyers of the blind box of "Country Love"，More than 30% of users aged 18-25，Nearly 80% of buyers are under 30 years old。

Picture source: Country Love official Weibo

However，The rich 188bet mobile login reserve is just one of the advantages of Koi Naqu，Not any 188bet mobile login can be transformed into popular derivatives。The blind box of "Country Love" dominated by koi fun、"The Order of Mountains and Rivers" figures are two popular trendy toys as examples，Successful 188bet mobile login derivatives need to take into account 188bet mobile login popularity、Creative new gameplay and appearance。

The IPs of "Country Love" and "Shanhe Ling" are strong enough。"Country Love" has broadcast 13 sequels so far，Has super high nationality；"The Order of Mountains and Rivers" is also this year's phenomenal delayed reform drama，With this drama, the two leading actors rose from N-line celebrities to hot celebrities 188bet mobile login industry。

March 5，"Country Love" series of blind boxes are now available for pre-sale at Tmall Youku Mowan flagship store，The first batch of products sold out within 6 hours，Related topics swept Weibo、Tik Tok hot search list，Creating the “Myth 188bet mobile login Earth Circle”。

The "Country Love" series of blind boxes gathers the "Three Giants of Ivory Mountain" Xie Guangkun、Zhao Si、Liu Neng，And Xie Dajiao、Song Xiaofeng and other classic characters。What really drives fans’ desire to buy，Thanks to the designer for accurately capturing the appearance and characteristics 188bet mobile login character and restoring it。

Xie Guangkun’s Mediterranean hairstyle、Xie Dajiao’s Matchmaker Red Gloves、Liu Neng’s mustache and white vest.....These are the characters’ appearance features that have memorable points 188bet mobile login minds of the audience，Highly recognizable and at the same time cute and funny。

Next，Koi Naqu has launched a number of official Q-version figures for the suddenly popular "Shanhe Order"，It’s so big that Zhou Zishu and Wen Kexing compete in Taolin、Famous scenes such as retreating to the snowy mountains，Details such as moles on minor characters’ cheeks，All are shown 188bet mobile login figures。

Before this，It is rare to find trendy entertainment options for live-action drama 188bet mobile login derivatives in the domestic market，It can be said，These two dramas are both trendy and creative、Reduction degree、Still good-looking and online。

The hit drama wants to do short-term derivatives business，The one-time sales performance will not be too bad。For example, the revenue from derivatives of the 2017 movie "Three Lives, Three Worlds, Ten Miles of Peach Blossom" was nearly 500 million yuan，Became a sample of Alibaba Pictures’ 188bet mobile login development at that time。But they are often sold out as soon as they are sold out，As mentioned above，Good derivatives should be able to extend the life cycle of film and television 188bet mobile login，Linked with 188bet mobile login to realize product premium，Return to 188bet mobile login to bring popularity。Domestic 188bet mobile login derivatives have not yet reached this "good" standard，Limited to the "harvesting vermicelli and leeks" stage。

Postponing the development of 188bet mobile login derivatives，This is a common problem among domestic film and television producers，This is also the reason why derivatives do not have long-term liquidity。Often the drama is finished，Derivatives haven’t caught up yet。Comparison，In the US film revenue structure，More than 70% is copyright and derivative income。"Game of Thrones"、The "Friends" series and other series have mature derivative products，The income is also an important factor that prompts producers to pay attention to the quality of films or series。

Judging from the trendy figures of "Shanhe Order"，This time the development of 188bet mobile login derivatives does not look like a battle that Alibaba Entertainment has prepared for。No famous actors、Low cost production，Perhaps the popularity of "Shanhe Order" was not anticipated by the producer Youku itself。That’s why the “trendy toy figures” were hurriedly launched a few days before the finale of the show，Start pre-sale with just a few concept drawings，The unit price is as high as 189 yuan and cannot be selected，The price is almost 3 times that of ordinary blind boxes，And includes hidden items shipped randomly，This is equivalent to selling figures in the form of blind boxes。

Picture source: 188bet mobile login official Weibo

High price、Selling figures in blind box form，All imply that the development of 188bet mobile login is imperfect and unreasonable，And it just wants to increase the repurchase rate of 188bet mobile login，At the same time, it also attracted dissatisfaction from fans。But the pros and cons of this model，Sales gives the answer。As of now，The pre-sale quantity has exceeded 350,000，Witnessed the super purchasing power of fans。

The 188bet mobile login economy can essentially be seen as an expansion and extension of the fan economy。Development of trendy toys、Sale，It’s all based on fans’ love for 188bet mobile login。A movie、TV series、An idol，A "fan CP" who is immersed in the plot and has true feelings，These can encourage fans to buy。It can be said，What potential does the fan economy have，How big is the market for derivatives。If the trendy appearance is online，Ability to highly restore works or characters，Even telling the “story” during the production，It can make fans "willingly" spend money，Price is not a priority for fans at this time。

Also，The popularity of delayed reform dramas such as "The Order of Mountains and Rivers" and character CPs are time-sensitive，New popular dramas will emerge soon、New character CP，Fans will chase new characters，So complete the pre-sale of 188bet mobile login before the end of the series，In fact, it is a sales model that maximizes the commercial value of 188bet mobile login，Seize the strong consumer demand of fans’ immediacy，Taking advantage of the drama’s popularity to “harvest” a wave of leeks。

188bet mobile login vs Alibaba, the two giants are trying to compete for the top player status

Alibaba Entertainment 188bet mobile login authorization、The market for 188bet mobile login derivatives development has already been laid out，Koi Naqu was originally just a small 188bet mobile login development team within Alibaba，Now Alibaba Pictures has expanded it into a fashion brand，On the one hand，Can be seen as a reinforcement of the existing 188bet mobile login derivatives business，Improve its 188bet mobile login industry chain，Continue to make the original plate bigger；On the other hand，Its “old rival” Tencent has already made plans in the trendy entertainment sector，Ali also wants to "confront" him。

2016，Alibaba has created an 188bet mobile login derivatives licensing platform "Alibaba Fish"，This is regarded as a signal for Alibaba to enter the global 188bet mobile login market。

2018，Alibaba Pictures’ authorized license is fully integrated with Alibaba Fish，188bet mobile login certification involved in Alibaba、188bet mobile login authorized transaction matching and other services，Operated and managed by Alibaba Pictures。

To this point，Alibaba Pictures has assembled authorized treasures、Alibaba’s two 188bet mobile login core businesses。But since then Alibaba has been engaged in 188bet mobile login licensing business and cultural and creative product development。Until the fashion culture silently rises in the Xianyu ecosystem，Attracted the official attention of Xianyu，Only the "Xianyu Trendy Fun" channel and the "Xianyu Trendy Fun Festival" are created。Other than that，The predecessor of the Koi Naqu Flagship Store-Tmall Mowan Flagship Store can be regarded as the trendy toy business involved in Alibaba，Dismal sales。

But at that time, the domestic fashion market was in a period of rapid growth，Still a blue ocean。Related data is displayed，More than 90% of the domestic 188bet mobile login toy market remains to be tapped。

Although in the domestic fashion market，LEGO、Bandai、Foreign brands such as Disney occupy a larger share，Dan Bubble Mart、Local fashion brands such as Toptoy are on the rise，Tencent、NetEase、Pinduoduo、Baidu and other major Internet companies are in full swing。Among them, Alibaba’s “old rival” Tencent has made more intensive moves in the 188bet mobile login entertainment field。

Sky Eye Check Display，In May, Tencent invested in the trendy toy company ViViCat Maomaojia，30% shareholding。Some time ago, the Hong Kong-listed company iDreamSky also issued an announcement，Obtained Tencent’s “QQfamily” 188bet mobile login authorization and signed a cooperation agreement，will jointly enter the trendy blind box market，Plans to open 150 QQfamily themed offline stores within 3 years。

188bet mobile login’s intensive actions have invisibly put pressure on Alibaba Entertainment.

Tencent laid out the 188bet mobile login entertainment business relatively early，We will cooperate with iDreamSky for offline promotion in 2018，Join the fun trend with “Tencent Video Good Time”。According to the 2018 prospectus of Dreamland，Accepted the authorization from Tencent that year，Start operating the “Tencent Video Good Times” offline store。“Tencent Video Good Time” is a collection of console experiences、Console and game retail、A holy place for "Generation Z" players that integrates gatherings and 188bet mobile login peripherals。

2019，Tencent ISUX User Experience Design Department invited world-renowned fashion brands and artists to hold the first QQ Fashion Exhibition，And build the QQ fashion platform based on Tencent’s QQ Penguin 188bet mobile login image，It owns multiple original 188bet mobile login brands such as QQfamily、PupuAliens、QQ yellow face, etc.。At that time, Tencent was still based on the characters of QQfamily，Created the “Mouse Q” series of blind boxes，QQfamily 6 cute Q images，The audience and cognitive group are no less than Molly of Bubble Mart。In order to enhance the stickiness of the fashion business，Tencent PCG department will launch the trendy community "HOOD" in 2020，Provide a communication platform for trendy users。

In the face of “old rival” Tencent, it gradually expands its share in the 188bet mobile login play market、And more and more players are entering the fashion market，Alibaba Entertainment does not want to miss this blue ocean，Established "Koi Naqu"、And "Country Love" blind box、The birth of the "Shanhe Order" figure，It was him who seized the initiative as early as possible、A signal to compete for users and traffic。

Working together in fashion，Tencent seems to be better in terms of convertible 188bet mobile login resources，Mastering 188bet mobile login means mastering the source of creativity。

Tencent IEG’s four major entity businesses: Tencent Games、Tencent Literature、Tencent Movie、Tencent animation relies on each other，Has formed an overall industrial chain from creative 188bet mobile login to monetization。With the glory of the king、Popular games such as Peace Elite are examples，It belongs to the 188bet mobile login "rich mine"，Has the talent to create trendy derivatives。

At present, the most outstanding aspect of Alibaba’s entertainment business is movies，Alibaba Pictures does have some phenomenal out-of-band movies，"I am not the God of Medicine"、"The Wandering Earth"、"Green Book"、"Operation Red Sea"、"The Richest Man in Xihong City" etc.，But few are suitable for development into 188bet mobile login products。

Alibaba’s advantage lies in mobile Taobao、Tmall、A large traffic monetization platform based on Xianyu。But Ali’s entry into the game was short，Less 188bet mobile login resources compared to Tencent，As a result, its 188bet mobile login is not polished deeply enough。Alibaba has lost its first-mover advantage in the Chaowan field，Can the latecomer catch up with Tencent?？