Toys R Us, supermarket shelves, street stalls for pincers, and various chat expression packs, Pig Peggy has even become a daily conversation and circle of friends for young people.
In the end, what kind of magic does Pig Peggy rely on throughout China?
one
"Little Masked Man" is strong
In the first half of 2017, the financial report for the first half of 2017, the popular IP Pig Peggy's Entertainment One company (hereinafter referred to as eOne) performed strongly with revenue of 396 million pounds, reflecting the rapid growth of the home entertainment business and effective Cost Control.
eOne's businesses include home entertainment, television, movies, music and more. Among them, the performance of the home entertainment business in the first half of 2017 greatly exceeded expectations, mainly benefiting from the performance of "Pigpe" in the Chinese market and the outstanding performance of "PJ Masks".
The eOne Group's home entertainment business retail sales reached US$1.2 billion in the first half of the year, an increase of 71%, thanks to the great success of Little Masker and the continued growth of Pigletty. In the first half of the year, "Little Masked Man" revenue increased by 600%. In the first half of the year, "Pigpe Pecs" increased its license and merchandise sales revenue in the Chinese market by more than 700% year-on-year, much exceeding expectations.
The eOne Group's home entertainment business develops, manufactures and distributes related products on a global scale. The main brand of eOne's home entertainment business is Piglet, and most of the revenue comes from licensing and retail programs. In addition to "Little Pig Peggy", the brand that is currently in the limelight is "Little Masked Man". The two brands form a complementary combination.
two
The performance of the three major brands:
Pig Pecs
Business performance: 1. The Chinese market is a key driver of growth: with the expansion of consumer goods, licensing revenues have grown by more than 700%. Broadcast and VOD playback remained strong. 2. The US market licensing business is still continuing to be established. 3. Recently I am breaking into the Japanese market.
Business Outlook: The China Market License Agreement is expected to grow from 20 at the end of the 17th fiscal year to 60 at the end of the 18th fiscal year. The fifth season of "Little Pig Page" is being produced, and the new series is expected to be delivered in March 2018.
Little masked man
Business Performance: Since the successful launch of the licensing business in September 2016, “Little Face Masker†has seen revenue growth of 600%. "Little Masked Man" currently accounts for approximately 36% of the total family business. The second season of "Little Masked Man" was made smoothly and is expected to be broadcast in early 2018.
Business Outlook: In FY 2018, the Little Mavericks licensing program will continue to be launched in Europe and the Far East. The current comprehensive plan for the Chinese market is underway and is expected to be fully launched in FY 2019. The third season of "Little Mask" is expected to be launched in the second half of the year.
Ricky Zoom
Business Performance: The latest animated series "Cupcake & Dino: General Services" is being produced in collaboration with Netflix, Teletot Canada and Disney Channels LatAm and is expected to be launched in the spring of 2019. Ricky Zoom is being produced with partners from France, Italy and Latin America. The toy license is in the final stages of negotiations.
Business Outlook: "Ricky Zoom" and "Cupcake&Dino" are expected to be launched in FY 2019.
three
What is Piggy's rely on?
The power of the channel is first and foremost, the word-of-mouth fermentation, the social property breaks out.
From children to parents, from specific groups to a wider audience, the word "Pigpe" is rapidly fermenting.
Children under the age of 5 have limited ability to actively choose new things. The most direct and effective channel is the TV terminal that is scheduled to be fixed.
Since the CCTV Children's Channel was broadcast in the summer of 2015, "Little Pig Page" was launched on several major video websites. The children accepted from the passive to the initiative to request to click on the video website; from one person to the small partner, family Watch together, parents and teachers know each other and educate them and recommend each other.
1. The amount of play has skyrocketed into a network red
Beyond the family-based audience, out of the love of the image of "Little Pig Page", and the promotion of relevant stakeholders, recommended by classmates and colleagues and friends, major marketing numbers, Weibo, B-station ghost video spoof, expression pack The tap water recommendation, such as "Little Pig Peggy" and "Little Sheep Susie", became a net red, and spread in social media at a high speed. "Little Pig Page" ushered in another spring in the volume and hot topics. .
Since the launch in August 2015, the Baidu search index of "Pigpe" has continued to rise.
On September 20th, 2017, the fifth season of "Little Pig Page" was launched on CCTV and major video websites. After a National Day holiday, the family gathered together. After the children forced the family to watch, "Pigpe" officially occupied. Young people’s vision, media index and social media fever suddenly broke out after the National Day.
The Weibo index is evident. It was almost 0 before. After the National Day last year, it suddenly ushered in a burst point with a peak of 130,000 and a minimum of over 6,000.
From the perspective of communication channels, the rise of video websites in the past two years, with the characteristics of being able to watch at any time, has attracted a large number of family audiences, and the number of members has soared. The influence on the TV side of the home is not to be underestimated, and the promotion of "Little Pig Page" is promoted. red.
2. After the second creation, re-stage
The marketing channels of "Pigpe" can be summarized into three: expression packs, social topics, short video marketing.
First of all, the audience of "Little Pig Page" expanded from preschool children to 90, and it is inseparable from a series of second-generation creations of "Little Pig Page". In October 2016, eE, the brand licensor, launched the first WeChat emoticon package of “Little Pig Pageâ€, which quickly attracted the attention of young people. The simple style of painting with different emotions can be applied to various scenes and downloaded within two weeks. The amount exceeded 1 million times, and the cumulative total amount was 5.25 million.
Second, social topics spread rapidly. ""Pigpe Pecs" was blacklisted by parents, only because the children watched the pigs called the jump mud pit" and other eye-catching topics, many big V and marketing numbers use "pig call" and "jumping mud pit" for "small Pig Peggy's enthusiasm, young netizens imitate the trend; emotional type of "exquisite pig girl", etc., have become hot topics in social topics.
Finally, out of the love of the "Little Pig Peggy" image, through the fifth season of the broadcast, the major marketing numbers, microblogging, video sites, etc. have emerged a large number of recommendations. In November last year, the original video of the B station on "Pigpe Pecs" broke out. Among them, the Chongqing version of the piglet Peggy's hits reached 2.31 million, and the variety of ghosts and spoofs of the pigs can easily break the hundred. Wan, the pig whistle whistle is also played by netizens.
3. Derivatives firepower is fully open
After the pig Peggy fired, the shopping malls, supermarkets, and stalls were all occupied by this "Pink Pig" image.
Whether it is children's toys, clothing, food, or the doll machine that focuses on the young people's market, even the stalls and mobile phone cases that pinch the clay people on the street have all followed suit.
four
Why is Pig Pigment derivatives popular?
1. The content is on fire. Derivatives are the derivation of film and television content, and their success must rely on content. "Piggy Page" cartoons, books, WeChat emoticons, derivative topics, viral transmission of short videos, successfully shaped this super IP.
2. Children's derivatives, successful positioning. Most of China's film and television revenue comes from box office and copyright revenue. The degree of development of derivatives is generally inferior to that of Europe and the United States. The general audience has not cultivated the consumption habits of film and television derivatives, but the children's animation market is promising.
3. The nature of derivative toys is in line with the needs of the children's toy market. Adults are relatively rational about the consumption of film and television derivatives of toy characteristics, but children, especially young children, are characterized by their willfulness, and what they like is good. The smaller the age, the more obvious this feature is.
Fives
Why is Pig Peggy authorized to be snapped up by the company?
On the one hand, the local brand authorization is in the blue ocean, and the brand side has insufficient experience. On the other hand, in order to improve children's awareness and thus boost sales, enterprises have a large demand for popular anime IP that is popular among children.
In recent years, despite the explosion of animations such as "The Return of the Great Sacred", there are classic images of the gourd doll and the monk, but the influence is limited. Most of the anime images are not deeply rooted in the children's hearts and are recognized by the parents, except for "Pleasant Goat and Big Big Wolf." "With the help of Disney, the licensing of animation derivatives is still difficult.
The status quo that has to be acknowledged is that more than 80% of the Chinese animation licensing market is occupied by foreign cartoon characters, and the local brand occupancy rate is less than 20%. The industry insiders who are engaged in the authorization of domestic and international genuine animation IP revealed that when introducing animation copyrights, the main reason is the popularity of animation itself.
This also confirms the reason why the content of the "Little Pig Peggy" authorized by the company is snapped up by the company. At the annual animation licensing conference, "Little Pig Page" has become a fragrant.
Chen Yuling, a former head of the Asian Department of Entertainment One Group, who was the producer of Piglet, said that she has never seen an animated cartoon that can achieve 10 billion times a year. There is only one reason for her success.
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