Once made more than one billion yuan a year from emoticon IP、188bet online live casino popular in China，Recently there has been news of the closure of offline stores，This makes the outside world wonder，The brown bear who once impressed the Chinese people、Connie Rabbit，Has it fallen out of favor？

Early last month，188bet online live casino closed its flagship store on Huaihai Road, Shanghai，Before this，It has been closed in Hangzhou、Chongqing、Offline stores in Beijing and other places。

188bet online live casino was born in 2011，From the instant messaging software active in Japan——LINE。Fans love these cartoon characters，It can be said that there are many treasures: chubby appearance，Brown bear with a poker face；Expressive，Connie the rabbit who always smiles；Thick lips，Sally Chicken with a cute face...

188bet online live casino has four IP series，BROWN respectively & FRIENDS、BT21、ROY6 AND BRAWL STARS。Use these IPs as your own assets，Do image licensing、Peripheral products，This mature business model，The annual revenue brought to the parent company LINE has reached more than one billion yuan。

188bet online live casino’ earnings，IP authorization is the big one，It is also the fastest growing part of its business，But everyone knows，Offline stores are heavy and costly，Far less easy to make money than IP licensing。

in the country，188bet online live casino co-branding has become a shortcut for many brands to quickly launch new products (such as Miniso)，This also makes 188bet online live casino licensing a big business。"2021 China Brand Licensing Industry Development White Paper" shows，Last year my country’s annual retail sales of authorized goods reached 110.6 billion yuan，11 year-on-year increase.5%。Entertainment 188bet online live casino including cartoons and animation，Accounting for nearly 60%。

You can make a lot of money just by licensing IP，The offline store has also completed its historical mission，So，188bet online live casino choose to shrink the offline front。

An industry insider said in an interview with 36Kr-Future Consumption，Offline stores are gathering areas for consumers，Especially in the initial stage，Can play a role in gathering consumers and brand promotion。But after reaching a certain level, it becomes no longer important，Completely possible through online and social platforms itself，Do further 188bet online live casino derivation and scene expansion。

188bet online live casino’ statement also confirms this。The relevant person in charge of 188bet online live casino told 36氪-Future Consumption，In the future, 188bet online live casino will carry out comprehensive digital strategic layout，Develop digital assets with content as the core，Develop new digital IP business formats。The layout of future offline re-retailing，Pop-up store activity，And space-related subject authorization。

From the current 188bet online live casino collaborations everywhere，Looking at the growing licensing revenue，188bet online live casino is still a popular IP among domestic consumers，But to a certain extent，It is indeed not as favored as it used to be。

Many young consumers express their interest in 36Kr-Future Consumption，There are too many competing products in 188bet online live casino these days，And this IP does not show that strong irreplaceability。

emoticon money printing machine

In LINE’s sticker store，You can see the 188bet online live casino emoticon pack，And Doraemon、Hello Kitty、Crayon Shin-chan、Classic images such as cats and mice that evoke your childhood memories。

How much does 188bet online live casino cost to use these paid emoticons？Purchase page displayed，Minimum cost 120 yen (about 7 yuan)，Can be exchanged for 50 virtual currencies；Cost 250 yen (about 14.5 yuan) exchange for 100 virtual currencies，You can buy a new set of emoticon packs。

Download two or three sets at will，It will cost dozens of yuan，This business looks really profitable。Compared，WeChat, a chat tool that competes with 188bet online live casino，It’s another way，Most of the emoticons provided are free，It can be seen that the profit models of the two sides are very different。

Except for emoticons of course，188bet online live casino also relies on games and advertising to make money，The communication business mainly selling emoticons accounts for less than 30%。In 2015，Paid emoticons contributed about 1.7 billion yuan in revenue to 188bet online live casino，Accounting for nearly 24%。

Seeing how popular emoticons are，188bet online live casino continues to develop new IP，Continuously cooperate with some well-known global brands，Produce a large number of derivatives and content。

The first is Brown Bear、Connie Rabbit、BROWN represented by Sally and other characters & 188bet online live casino series，There are 11 cartoon characters in total。These IPs are more official products sold in stores，Like a stuffed toy、Stationery、Clothes、Appears in limited editions and other forms。

With 188bet online live casino becoming popular in Japan and Southeast Asia，The store is also expanding to China。Media reports，2016 was the fastest year for 188bet online live casino offline stores to expand in the mainland market，In Guangzhou、Nanjing、Opened 6 stores in Shenzhen and other places。

Highly popular brand，Often fire first。188bet online live casino’s theme store、Store、Theme parks are no exception，Newly opened store，The passenger flow is so popular that there are long queues。

First of all, 188bet online live casino serve as terminals for product display and sales，The main function is to attract customers to spend and check in and take pictures。Product SKU exceeds 6400，Mostly with cute appearance design and practical performance，Inspire consumers’ desire to buy。

On the retail section，188bet online live casino also launched a cafe，Increase sales。For example, the Shanghai Huaihai store opened in 2016，A cafe is opened on the second floor，Launch of afternoon tea set exclusively sold nationwide，Price is 318 yuan。Shenzhen Coast City store opened in the same year，Also combines two business formats: store and cafe，Selling desserts、coffee、Beer and snacks。

Offline stores are only part of it，188bet online live casino’s traffic password lies in the authorized business。From 2018，188bet online live casino starts operating its own licensing business in the Chinese market，Growing at about 20% every year。More than 100 partners，Including UNIQLO、Watson's、Mentholatum and other global brands。

Starting in 2019，188bet online live casino’ brand cooperation focuses on travel、Sports、Expansion of entertainment field。The effect is，The authorized business of the year increased by 80% year-on-year，Performance in the Chinese market also increased by 38% compared with the previous year。

In addition to having commercial value, IP，More added emotional value to fans。188bet online live casino’s “cute economy” is driven by young people’s awareness of the brand，So in addition to online marketing，Also planned a large number of offline activities to interact with fans，Including pop-up shop、Theme Exhibition、Landmark line items in cooperation with different city landmarks, etc.。

Generation Z is the main force of the two-dimensional culture，Happy to spend money on games and idols。So 188bet online live casino collaborated with some celebrity artists，There are new IP images BT21 and ROY6，Also launched a new IP BRAWL STARS with a mobile game company。Four series of cartoon characters，More than 30 in total。

Not only build its own IP system，188bet online live casino also develops new external cooperation models，For example, “NEVER’SFAMILY”, It is an IP brand jointly incubated with Li Jiaqi。

In short，188bet online live casino’s success lies in its mature industrial chain layout，Expand influence through online and offline channels。And the popularity of 188bet online live casino，It is also often used to discuss the business opportunities contained in emoticons。

Super 188bet online live casino Competition

Early overseas IPs seized the relatively blank Chinese market，Enjoy a wave of bonuses。Has the same ability to attract money as 188bet online live casino，There are also KAKAO FRIENDS from South Korea。

From the perspective of growth path，The two are quite similar。KAKAO 188bet online live casino was born in November 2012，Became popular through the emoticons of the chat software Kakao Talk，Pink Bobo Peach、Ryan lion without mane、White runaway duck, etc.，There are 8 cartoon characters in total。

KAKAO FRIENDS has developed rapidly in recent years，has become the leading 188bet online live casino in the local market。According to "Sanwen Entertainment" report，The total sales of KAKAO FRIENDS in 2019 reached 8.4.1 billion yuan，More than 7500 emoticons，Cumulative purchasing users reached 21 million。

Earn nearly 900 million a year from emoticons，KAKAO FRIENDS also found a stepping stone。However, it entered the Chinese market later than 188bet online live casino，The first offline flash mob event was held as early as March 2019，The first offline store in the mainland was opened in September of the following year，All locations are in Shanghai。

Same as many IPs，Online emoticon pack in WeChat store，Sell peripheral products on major e-commerce platforms，Continuously launch joint models, etc.，KAKAO FRIENDS is skillfully opening up the link for 188bet online live casino monetization。

Observe the two brands 188bet online live casino and KAKAO FRIENDS，They all start from emoticons on social software，Accumulate high popularity，Accelerate IP materialization step by step。

Has similar genes to these two well-known IPs，QQfamily, a subsidiary of Tencent in China, is worth mentioning。

Do you remember the QQ emoticon pack？Speaking of QQfamily，The first thing that comes to mind is the penguin wearing a red scarf，This has become the representative of QQ。There is 188bet online live casino babyQ、White Bear Duofu、Oscar the Seagull、Parrot Anko、Human little friend Cana，These 6 cartoon characters debuted as a group in 2014。

QQfamily is positioned as a social 188bet online live casino，A super platform active with more than 800 million users，It can be said that we enjoy unique advantages，After all, it is supported by Tencent’s huge traffic and social relationship chain。But judging from the progress of commercialization，QQfamily doesn’t seem to be in a hurry to cash out。

Viewed from the IP matrix，QQfamily is not as rich as 188bet online live casino and KAKAO FRIENDS。Compared with the other two，QQfamily is more popular in social scenes。

188bet online live casino is backed by entertainment and social platforms like QQ，QQfamily begins to work hard on the content side，via anime、Movie、Output content in the form of games and publishing。

Counting several domestic IPs，Look at the global market again，The most profitable 188bet online live casino is Pokémon - Pikachu is the face。

Judging from the data released by the statistical agency Statista，Since the release of the Pokémon games in 1996，The scale of attracting gold reaches 100 billion US dollars。Followed by Hello Kitty，Earned nearly .5 billion。The business value created by becoming a top 188bet online live casino，It can be seen。

188bet online live casino players are catching up

On one side, the super 188bet online live casino starts to seek changes，On the one hand, the number of players pouring into the content creation field is increasing。

For example, the first one is "Changcaoyan dumplings"、The Twelve Buildings Culture where the two series of emoticons of "Cooling Girl" became popular，Starting to stand out。188bet online live casino has more than 300 cartoon and animation IPs，The cumulative downloads of emoticons exceed 1.2 billion。Since establishment，Twelve Building Culture has completed 9 rounds of financing。

Twelve buildings culture once said in an interview with 36氪，In the early stage, 188bet online live casino obtained traffic dividends from the instant messaging ecosystem，Gradually gaining national recognition。The turning point for 188bet online live casino monetization has arrived，Will build a platform to help more 188bet online live casino creators monetize。Can see，Offline store "LLJ folder account"、Blind box has become a new way to monetize it。

The innovation and life cycle of IP itself，Always the focus of attention from the outside world。Take a head IP like 188bet online live casino，Countless competitors，Also thinking about how to stay attractive。

In the eyes of some people born in the 1990s，Japan’s animation industry is developed，Like Sanrio owns Hello Kitty、More than 500 portrait celebrities including Ladandan，More than 10,000 products are launched on the market every year。188bet online live casino giant Disney has countless classic works，There are many other anime peripherals。“It’s a fact that there are too many competing products”。

For the current popular culture created by IP，188bet online live casino thinks，The real super IP is not affected by the changes of the times，Be able to rely on its own values ​​to continue to influence consumers in every era，Especially young people。And to do this，In addition to the image conforming to public aesthetics，Content support is essential。The trendy image IP is hot now，It is of great help in promoting industrial development，Opportunities and challenges coexist。

As for the topic of how profitable the emoji business is，It is true that emoticons have become 188bet online live casino sources，This job seems to have a low threshold，In fact, competition is fierce。And high-quality 188bet online live casino itself is scarce，After the fire, we still face the problem of piracy。

An industry insider said，The core of emoticons is cuteness，But this is only the initial stage。There are indeed many domestic two-dimensional brand competing products，But they are all the same as their predecessors，There is a product but no story、Cute but no connection、With design, there is no world (view)，Products like this will become a trend，But 188bet online live casino will not settle into a lasting two-dimensional culture。

“So it’s not difficult to copy，The difficulty is how to be like Disney、Same as Marvel，Give your 188bet online live casino a soul，Really become some kind of ‘friend’ or companionship for the user，Even connect the IPs into a leafy tree、intertwined、The plot is complicated、An 188bet online live casino forest worth exploring。This may be the latter stage，The brand’s entry point，It is also the key to breaking the bottleneck。"The above person said。

*Source of 188bet online live casino article:WeChat Public “Future Consumption APP” (lslb168)，Author: Dong Chailing，Original title: "188bet online live casino retreat，Emojis need new stories》.