CCTV News: The animated movie "Nezha: The Devil Child's Trouble" continues to rise at home and abroad. The film is not only popular with theaters, but also with an industry that has become popular, that is, cultural and creative products related to movie IP. How popular is this market? Let’s take a look at the reporter’s front-line research.

Although it has been released for nearly a month, there are still a steady stream of people coming to watch the movie "Nezha: The Devil Child's Fighting in the Sea" in major theaters.

Walking out of the cinema, the audience who said they "can't see enough" transformed the emotions accumulated during the movie into consumer enthusiasm and projected them onto the cultural and creative products around the movie. The derivative cultural and creative products related to Nezha were sold out as soon as they were put on the shelves.

In the major trendy toy stores, the reporter observed that almost eight out of ten customers were asking about Nezha’s figure.

In order to make the product have a stronger emotional connection with consumers, trendy toy companies have also put a lot of effort into designing.

E-commerce platform data shows that since February, the cumulative number of related searches on Taobao has exceeded 10 million, and the highest number of people searching for Nezha's peripheral products in a single day is over 800,000 people online. As of February 22, the transaction volume of Nezha related commodities exceeded 240 million yuan.

The "Nezha Special Line" is online. Trendy toys are on the traffic "hot wheels"

At present, the official authorized figure factories across the country are working overtime, and even set up the "Nezha Special Line" specializing in the production of Nezha peripheral products to cope with the "explosive order" craze.

At 7 o'clock in the morning, when the reporter came to this figure production company in Xiangtan Comprehensive Bonded Zone, Hunan, he saw that the workshop was filled with new employees who came to report to join. The company has specially opened a production line in the workshop - the "Nezha Special Line", with an average of about 250,000 figures sent from the factory to all parts of the country every day.

Production capacity and output continue to increase, and enterprises have opened up new sales channels.

The company purchased copyrights before the release of the movie "Nezha 2" and invested in expanding its production capacity. It was the advance layout of multiple parties that allowed them to step onto this wave of traffic "hot wheels".

Yang Jie, chairman of Hunan Sunnysondi Toy Manufacturing Co., Ltd., said: "The market tells me that Chinese people are increasingly liking their IP, which is also a reflection of cultural confidence. So we are also discussing with copyright owners that we can go overseas with Nezha. For example, in North America and Southeast Asia, the market is also very popular. Now we finally have a top IP in China, and we are very proud and proud."

The trendy toy figure industry has formed a complete industrial chain

Industry insiders predict that the sales of cultural and creative derivatives such as Nezha blind boxes are likely to be no less than the total box office revenue of Nezha 2. Today, China's trendy toy figure industry has formed a complete industrial chain from design to production and sales.

At a trendy toy park in Chaoyang District, Beijing, there were already crowds of people before the weekend, and many foreign tourists took planes to the park to buy trendy toy products.

In the park, consumers can not only buy a lot of limited edition styles, but also experience a variety of business formats such as performances and catering built around the image of trendy toys.

Chen Xiaoyun, vice president of Pop Mart International Group, told reporters that hundreds of designers from all over the world have been signed on their design platform. Relying on the original IP of these designers, the company's trendy toy products are loved by more and more consumers. At present, the company has opened more than 500 offline stores in more than 30 countries and regions around the world.

So, what are the identity passwords of these popular trendy toy figures? When we use artificial intelligence software to take photos and scan these products, we get a common digital encoding - 5249.

According to the national economic industry classification, 5249 represents other cultural goods retail in the retail industry, and many creative products that consumers cannot put down fall into this category.

Behind "5249" is the industry classification of 156 cultural industries. Due to the vigorous development of the cultural industry in the past two years, all data have embarked on a new trend of upward trend.

At the end of 2024, the number of cultural enterprises above the scale reached 78,000, which was the fastest growing year in recent years, while the operating income of cultural enterprises above the scale exceeded 14 trillion yuan, and the industrial scale reached a historical high. There is also a new cultural industry with strong development momentum, with operating income of 5.9 trillion yuan in 2024.

Zhang Peng, Director of the Cultural Industry Department of the Social Science and Culture Department of the National Bureau of Statistics, said: "my country's cultural industry is now developing towards increasing total volume, improving efficiency and improving structure. New business models with more obvious characteristics, such as the producers of "Nezha", belong to new cultural industries. The contribution of the entire cultural new business model to the growth of operating income of cultural enterprises above a certain scale has reached about 2/3, and there will be more expectations for the development of the cultural industry in the future."