Chapter 823： brand side watching

The communication with the brand side is something that has been done since the film was completed, but the progress has been slow.

In his previous life, Lehmann visited an authorized co-branded store around Marvel's genuine products. There are hundreds of dazzling image products in it, which shows how much money the Marvel IP can make and how extensive it can be.

Keychains, mugs, T-shirts, shoes, dolls, wall lamps, bobblehead dolls, dolls, and even electrical appliances, such as waffle machines, ovens, and even Coca-Cola, snacks, etc., as long as they are profitable, all products are linked to the image.

Of course, most of the authorized Marvel can get a low percentage of profits.

But think about it, Marvel only provides image popularity. The production line is owned by the manufacturer, the channel is owned by the manufacturer, and even the sale operation requires the manufacturer to pay. In this way, there seems to be nothing that cannot be satisfied. After all, Marvel did not spend much energy. was rewarded.

But at this moment, before the value contained in Marvel IP has not been recognized by too much capital, most of those brands take a wait-and-see attitude, or even refuse to cooperate, believing that the effort is not proportional to the gain.

For example, Lehmann wanted to find a clothing manufacturer to jointly launch the same style of Iron Man, children's clothing, couples clothing and so on. It was nothing more than adding a little Iron Man element to the clothes, printing an avatar or something. It's easy to do, and Marvel only takes 10% of the profit. So, there is still no response from the manufacturer.

Layman understands the concerns of the shopkeepers.

He has experienced this kind of mediocre meat-cutting behavior many times himself, which time does he not need to make a good calculation?

After all, even if the co-branded and the same style is not launched, the clothing of the manufacturers still occupies a certain share in the market. If the new income does not exceed the part of the profit from cutting the meat after agreeing, then there is no use in such cooperation?

In other words, if you don't generate income yourself, go to generate income for Marvel? Are you kidding?

That is to say, the biggest problem in the development of Marvel's peripheral markets is how to convince the brands that cooperation is a win-win situation, not thankless. .

I also have a rough idea of ​​these Lymans, because market data will never lie. Tonight, the sales data of Iron Man figures and models are the best chips to prove that Marvel's image can be valuable.

For the rest, even if they talk about the market from family to family, and put an excellent performance table on the table of the brand side, it will be the most touching.

......

Liam's arrival brings some good news to Lyman.

One is that HOTTOYS has promised to undertake high-detailed simulation toy products of Iron Man and Marvel series images - this company is well-known in Hong Kong, but is famous in the modeling industry for its pursuit of realistic details and small-scale manual production. Manufacturers, the business line is relatively high-end, so the price of HOTTOYS products is much higher than that of similar products.

And the reason to cooperate with them is that Hasbro goes big, HOTTOYS goes fine, and Marvel's own toy factory uses local tyrant custom models to satisfy audiences and fans with different needs.

After all, HOTTOYS’s products are all movable, exposing the internal fine structural parts. In addition to being mobile, the most special thing is their magnet device, which can imitate the scene of armor attacking the enemy in the movie. Once sold, it will definitely be a favorite The best choice for collection, and the general price is thousands of dollars, and Marvel takes 40%.

Maybe someone asks why this pump is so much, why are people willing to do it.

However, the distribution of profits around the movie depends on the weight of the image. Figures, dolls, dolls and the like are completely restored to the character image, so they draw a lot, and clothes, keychains, etc. are borrowed at best. A little image element, the market core is still their own product selling point, so the licensor has no confidence to bid too high.

Furthermore, HOTTOYS itself is a manufacturer with a serious premium. The value of the product is very dependent on the popularity of the character image. Those who are not well-known will not be produced at all because no one will buy it. What they eat is fans' money, so like Hasbro's family. Great cause, Marvel only takes 22%, doesn't it? It all depends on the difference between the needs of both parties.

The second is the small category. Manufacturers such as LIGHTFX are all active and preparing to develop joint products. It is estimated that they have seen the purchase and consumption of fans.

In general, with the cooperation with Hasbro and the proven market popularity of the movie itself, the manufacturers who are watching have been attracted to harvest the wallets of Marvel fans in all directions.

Liam's happy expression was never put away when reporting the progress of the peripheral development, because the comic adaptation project is indeed easy to tap the peripheral value, plus Lehman's clear and comprehensive consideration in advance, it is simply terrifyingly smooth.

On the side, several veterans of Marvel Entertainment continued to praise Lehmann in their hearts. Avi Allard is really in the past tense.

Before this one took over, how could Marvel have been so beautiful and made so much money, and it would be more valuable to be busy.

It is even said that the planning is too perfect, giving people an unreal feeling, but it is galloping all the way towards success.

No one in the company will worry about the failure of the project, because they all know that when other products around the market enter the market, it is not too much for "Iron Man" to say that it is not too much to lie down and make money every day.

This wave can be considered to have established Lyman's prestige within Marvel. Even Kevin Feige has a lot of respect and admiration for him.

But in fact, every step of Lehman's development of "Iron Man" can be attributed to the successful routines that Marvel has come out of in the previous life, as well as the experience and analysis of other product development.

After all, isn't his biggest golden finger the vision and market sense he cultivated in his previous life? With the answer, a little diligence on the basis of copying is nothing.

But the more modest Lehmann was, the more people admired him.

Cow, real cow. The multi-billion-dollar project market is so calm, we must not learn anything.

Well, I can't be too excited, too excited, a look that I have never seen in the market loses the boss's face.

But right now, there are too many businesses that need to be followed up, and it is really impossible to be immersed in it. The veterans of Marvel Entertainment still have extraordinary feelings for Marvel, and they all want to make Marvel better and stronger. people praise.

Therefore, after a short meeting, these high-level promotion teams led their employees to make phone calls and signed the authorization terms early in the daytime the next day.

Anyway, the next 2 or 3 months will hardly be idle. They have to run around, negotiate, collect data, and research the market. They also have to divide resources in advance according to the market trend and verify the benefits.

Not far away, the Marvel Comics department, which is only a few floors apart, is also busy.

Just as "Spider-Man" was popular and the little spiders sold well, the comics department led by Joe Quesada also benefited after 500,000 sets were given away with a discount.

"...Okay, add 2000 copies, right? It'll be delivered tomorrow, okay, okay, keep in touch."

"Hello. Oh, you want 1,000 copies over there, right? Okay, I wrote it down."

The customer service staff kept answering the phone calls, and the orders for urging goods continued to follow. Although it was a lot worse than the scene of being too busy in "Spider-Man", it was a godson, this is a real son, is there any comparability?

Everyone was happy and motivated, and they entered the state of combat readiness early, and there was no need to mention overtime.

Because under the stimulation of the performance and salary increase, what happened to the green Franklin, Fubao understands.

In other words, when I think of the possibility of getting a salary that is several times more than the basic salary this month, who can’t squeeze out some motivation? Not everyone’s family conditions are very good, and they don’t worry about the house and car. I don’t care about money. Interests are pretending to be deep.

Moreover opportunities like this don't come all the time. The more you know about the market, the more you know not to try to make money while the movie is still showing. When the movie is drawn, the popularity is low, and the surrounding And comic sales will be greatly affected.

This is like DVDs always sell the best in the half year after the release, and sales can account for more than 70% of the cumulative income in the next three years.

The movie business has a huge market, but it has always been necessary to remain competitive in order to make money. When this wave passes, the situation will be different when other movies take the lead.

After all, in order to make money, in addition to considering the spending power of fans, how to attract their attention is more important.

Slowly, it was late at night.

Liam strode into Lyman's office around 1 a.m.

"Coming out early?" Lehmann asked.

"Well, 9.36 million."

This result is not particularly outstanding, but it is also very good, Lehman thought: After all, it is the pioneering work of Marvel, and the accumulation of popularity is like that.