Zhitong Financial APP learned that in the past two days, the Koda Duck music box toy launched by KFC went viral and rushed to the top of the hot search for many times. Head tide play brand actively promote its tide play IP out of the circle, from tide play to a wider range of consumer brands, CITIC said that he is optimistic about companies with strong reserves in IP reserves and leading layout in downstream channels.
According to reports, Koda Duck is one of the toys with International Children's Day set meal launched by KFC. Buy a designated package ranging from 59 yuan to 109 yuan to get a random Pok Ke Meng joint toy, Koda Duck is one of them.Less than a day after the launch of the series of Pokemon toys, KFC stores in major cities have announced that Koda Duck music box toys have been sold out.On the second-hand trading platform, there is also the phenomenon of "eating instead" and speculating on prices. in order to obtain toys, it is not uncommon to buy multiple children's packages online; their prices go up, ranging from 100 yuan to 500 yuan. far higher than the price of the package itself, but it is still a "duck" hard to get. There are also sellers who release multiple stock photos of up-to-date ducks, and some even say they have more than 100 up-to-date ducks in "stock".
In response, the official app of KFC issued a notice on May 24th that the company did not support the recent increase in the price of KFC toys.This behavior is purely personal and has nothing to do with the company.The limited number of individual styles of toys, coupled with supply, logistics and other reasons, is in emergency deployment, please place the order through the official channel.
It is reported that Koda Duck is a kind of Pokemon in the game series "Pok Ke Meng" released by Nintendo in Japan, which first appeared in the first generation of the game "Bao Ke Meng: red / Green". Koda duck is an IP in Bao Ke's dream. According to the ranking of the world's most profitable IP, Bao Ke Meng ranks first in the world with an annual income of 100 billion US dollars, while Arena of Valor only ranks 50th. Many analysts believe thatBehind the popularity of Koda Duck is not only a success of KFC IP, but also a performance of KFC's eagerness to reverse its performance affected by the epidemic.The latest quarterly data show that in the first quarter of 2022, Yum China's overall system sales fell 4 per cent year-on-year, KFC fell 4 per cent, same-store sales fell 8 per cent and KFC fell 9 per cent in the same period.
The gradual infiltration of fashion culture, especially more and more high-quality fashion games IP into the public view, to promote the world trend play market to maintain rapid development. According to Sullivan's report,The size of the world trendy game market increased from US $8.7 billion in 2015 to US $19.8 billion in 2019, with a compound annual growth rate of 22.8%.We will continue to maintain rapid growth in the future, with an estimated compound annual growth rate of 19.8%.
Dongxing Securities said that Chao play as a physical toy, the user on-site experience is very important. The offline shopping experience is much stronger than the online shopping experience, and the gathering of people is easy to produce the mentality of conformity and attract customers to come into the store for consumption, so for potential consumers, buying behavior is easier to achieve offline.Companies downstream of the head can rely on channel advantages to develop their own IP matrix.IP is the core of Chao play product power. There is a greater risk of uncertainty in cultivating IP.The head tide play company expands the IP matrix, which can effectively counter the uncertainty cultivated by IP.At the same time, actively develop their own IP, help to improve their own profit level.
CITIC said that with the trend of the toy industry from a minority to the public, it has been observed that the head of the tide play brand actively promote its tide play IP out of the circle, from the tide play to a wider range of consumer brands; head of external IP manufacturers, the use of its film and television animation IP resources, active layout of the tide play track.CITIC is optimistic about the companies with strong reserves in IP reserves and leading layout in downstream channels.
Related concept stocks:
Pop Mart International (09992): the company was founded in 2010, IP is the core of the company's business. The company's business covers the integrated platform of the whole industry chain of fashion toys, including artist discovery, IP operation, consumer access and the promotion of fashion toy culture. The total revenue of the company in 2020 was 2.532 billion yuan, an increase of 49.25% over the same period last year, and the net profit after deducting non-return was 493 million yuan, an increase of 11.51% over the same period last year. The compound growth rate of income from 2018 to 2020 is 152% respectively, which is still in a period of rapid development.
China Literature (00772): the introduction of external IP, the company as the representative of the IP brand actively layout derivative business, to promote its film and television animation IP and Chao play joint name, is expected to further enlarge the value of IP.
Shifeng Culture (002862.SZ): the only A-share company co-producing toys with Bao Ke Meng IP has been authorized by Bao Ke Meng IP and has developed corresponding toy products for sale.