Chapter 988： Marvel dealers
In the preparations before the official start of the comic exhibition, in addition to calling the main creators to appear on the stage and adding stars, Ryman also called the distributors from all over the world to communicate in advance in the name of Marvel Entertainment.
On the morning of July 5, there were about 100 representatives gathered from various places. From the overall scale, it can be seen that the market share of Marvel's authorized toys in the IP field has been successful in recent years.
Of course, some of these distributors were built by the previous Marvel leadership, and some were merchants who came to contact them one after another when the sales of authorized products such as "Iron Man" and "Captain America" were booming, and the rest were It is a distribution channel operated by Hasbro and an e-commerce platform that is gradually emerging.
As we all know, production and distribution are two links. In production, there are not many manufacturers that Marvel needs to deal with, and Hasbro is responsible for the majority. Therefore, the most energy-consuming part of Marvel Entertainment from senior management to onboarding employees is actually with local distribution. Businesses negotiate the supply of goods. This principle is similar from selling mobile phones like Apple to sending agricultural products to the market.
And the fact that these people are willing to come to the Marvel headquarters must also show that these distributors are very optimistic about the prospects of Marvel in the licensing market.
inside the venue.
Marvel has arranged everything for a long time. When the projectors, flower clusters, and mineral water are properly arranged, and the promotional brochures of Marvel's various products are placed on the table, the core management such as Lehman and David Messo Waiting at the door to greet everyone and welcome everyone's admission.
The dealers were also very polite. When they saw Laiman, the chairman of Marvel, they all behaved like this, and they greeted them enthusiastically. Of course, they did it this way, but these old fritters may be thinking: nothing to do Why, it has to be so troublesome, and we have to make a trip.
But come here, just listen to it, make money, don't be sloppy.
Like Hasbro, who has a closer relationship with Marvel, the participants are familiar with Lehman, and will take the initiative to chat a few more words, deliberately taking care of the relationship between the two parties.
After all, the Firefly led by Lehman gradually gained a position in the Hollywood production map and became a studio brand that cannot be underestimated. However, instead of making steady progress in the original production field, they made an amazing move to acquire comics. Wei has stepped into the larger and more complex IP animation market.
This decision certainly does not have any hesitation for Lehmann, but in the eyes of the dealers, the courage and ability of Marvel, which is almost at dusk, can be said to be based on strong confidence.
If you look at the output value of Marvel today, you can see that he can revitalize the junk assets that have been divided up in this way. I am a famous international director, even if some of them don’t know much about the film and television industry, they are somewhat admired. ——Compared to DC, this kind of IP assets completely controlled by Warner has been brilliant before, but it can’t be realized well until now, and the difficulty of it can be seen by a cowardly person all day long.
In other words, what happened in the past few years has given the merchants who run the store an additional source of money to purchase goods, which is not a miracle.
......
Hasbro's attendance representative Ziallman found his seat and sat down.
Hasbro is a big channel dealer, sitting at the front, flipping through the information on the table, Ziolman quickly closed it again.
People like them don't care about these bells and whistles, and the social concepts of any company are false, and they only look at the actual results and output benefits.
However, he had some thoughts on the so-called team value in it - the New York battle printed in the booklet, the setting of deepening the sense of camp, and the market feedback that the marginal character like Hawkeye could not be sold, inexplicably made Ziolman Somewhat familiar.
You know, he has witnessed how Hasbro's classic toy series "Transformers" has exploded in sales through the amplification effect of film and television entertainment.
Of course, even though he has worked for a large toy manufacturer like Hasbro for more than ten years, he has a better understanding of the market demand for the rise of the fan economy, but he still doesn't quite understand what this booklet wants to say.
Until the projector on the stage was turned on, Kevin Feige took the lead in showing and explaining the output value of each series of works, and asked why they are also superheroes, and the market sales that each character can achieve is usually very single, and the overlap rate is not high. High - The overlap rate here refers to the consumption direction of the audience.
Hearing Ziolman's ears, he nodded very emotionally - take "Transformers" as an example, some people like Bumblebee, and only buy Bumblebee peripheral products to magnify the audience's love degree, very few There is consumption without preference, which is why there has always been a term in the licensing market called "role economy", that is, the production of the assembly line, and the role value of some images will be higher.
So, how to make the characters with low economic value also have the development market? Kevin asked another question, and there was silence. Everyone is listening carefully.
"So, the next thing we want to do at Marvel is to blur the attributes of individual characters, think about it, when Iron Man, Captain America, Thor, including Hawkeye, Black Widow, and Hulk, act as saviors as a team , heroes, will fans' love spread from a single character to other characters? We are not completely changing our preferences, but reducing the sense of distance between characters..."
On the PPT, one circle leads another circle, and finally forms a complex connection. As a whole, the line on the boundary also connects other independent roles in this process...
"Can this really be done? How will the scenes be arranged and the positioning not clear enough? Will the audience buy it?"
Countless questions popped up in Ziorman's mind, but in addition to questioning, he also thought that it was really possible, and the value of Marvel would be different.
Originally, the role IP field is very similar to the head field of web articles. There will always be only a few people with high enough value. Most of them have no controllable business development background Just like the original Marvel , holding more than 5,000 characters, but they are worthless in the eyes of outsiders. People with traffic like Little Spider, X-Men, and Fantastic Four have all been bought, but now someone suddenly says that one of these more than 5,000 characters is worthless. Therefore, it is worthless because there is not enough traffic to be realized. Since the traffic is not enough, the traffic system that has been developed is used to bring it.
In fact, there is nothing wrong with this kind of cause and effect. Who doesn't know that in the era of traffic, the value of the audience's attention can be realized, but everyone also understands that traffic is so easy to change? If it's so easy, DC needs to be okay to grab the wool of Batman and Superman? They are so bald and don't let go. Is it because they don't understand the importance of pioneering?
Of course not, but reality tells Warner again and again that audiences don't like to watch other DC character projects, they don't have a foundation, they won't spend money, and establishing a project is a risk.
But what Kevin wants to express now is: We Marvel have found a model to expand the character economy. It is like using the audience's trust in the Marvel brand to secretly stuff private goods, and constantly bring the old to the new. It also expands the head traffic with the freshness brought by the new characters.
Before that, Ziolman was as difficult as many people to understand why Marvel kept developing new characters, and the action was "radical" - compared to other themes in the same field, after three years, only filming After a big hit sequel, the others are all new projects, so aren't you afraid of **** up? It's so reckless.
Now I gradually understand that what everyone pays attention to is not the same thing. Marvel is playing in a series nature. They want to be more complicated and bigger, but they just continue to increase the size of the original system, and they have to be careful to maintain the city wall. ......
https://
Genius for a second to remember the address of this site: . Zero-point reading mobile version reading website:
On the morning of July 5, there were about 100 representatives gathered from various places. From the overall scale, it can be seen that the market share of Marvel's authorized toys in the IP field has been successful in recent years.
Of course, some of these distributors were built by the previous Marvel leadership, and some were merchants who came to contact them one after another when the sales of authorized products such as "Iron Man" and "Captain America" were booming, and the rest were It is a distribution channel operated by Hasbro and an e-commerce platform that is gradually emerging.
As we all know, production and distribution are two links. In production, there are not many manufacturers that Marvel needs to deal with, and Hasbro is responsible for the majority. Therefore, the most energy-consuming part of Marvel Entertainment from senior management to onboarding employees is actually with local distribution. Businesses negotiate the supply of goods. This principle is similar from selling mobile phones like Apple to sending agricultural products to the market.
And the fact that these people are willing to come to the Marvel headquarters must also show that these distributors are very optimistic about the prospects of Marvel in the licensing market.
inside the venue.
Marvel has arranged everything for a long time. When the projectors, flower clusters, and mineral water are properly arranged, and the promotional brochures of Marvel's various products are placed on the table, the core management such as Lehman and David Messo Waiting at the door to greet everyone and welcome everyone's admission.
The dealers were also very polite. When they saw Laiman, the chairman of Marvel, they all behaved like this, and they greeted them enthusiastically. Of course, they did it this way, but these old fritters may be thinking: nothing to do Why, it has to be so troublesome, and we have to make a trip.
But come here, just listen to it, make money, don't be sloppy.
Like Hasbro, who has a closer relationship with Marvel, the participants are familiar with Lehman, and will take the initiative to chat a few more words, deliberately taking care of the relationship between the two parties.
After all, the Firefly led by Lehman gradually gained a position in the Hollywood production map and became a studio brand that cannot be underestimated. However, instead of making steady progress in the original production field, they made an amazing move to acquire comics. Wei has stepped into the larger and more complex IP animation market.
This decision certainly does not have any hesitation for Lehmann, but in the eyes of the dealers, the courage and ability of Marvel, which is almost at dusk, can be said to be based on strong confidence.
If you look at the output value of Marvel today, you can see that he can revitalize the junk assets that have been divided up in this way. I am a famous international director, even if some of them don’t know much about the film and television industry, they are somewhat admired. ——Compared to DC, this kind of IP assets completely controlled by Warner has been brilliant before, but it can’t be realized well until now, and the difficulty of it can be seen by a cowardly person all day long.
In other words, what happened in the past few years has given the merchants who run the store an additional source of money to purchase goods, which is not a miracle.
......
Hasbro's attendance representative Ziallman found his seat and sat down.
Hasbro is a big channel dealer, sitting at the front, flipping through the information on the table, Ziolman quickly closed it again.
People like them don't care about these bells and whistles, and the social concepts of any company are false, and they only look at the actual results and output benefits.
However, he had some thoughts on the so-called team value in it - the New York battle printed in the booklet, the setting of deepening the sense of camp, and the market feedback that the marginal character like Hawkeye could not be sold, inexplicably made Ziolman Somewhat familiar.
You know, he has witnessed how Hasbro's classic toy series "Transformers" has exploded in sales through the amplification effect of film and television entertainment.
Of course, even though he has worked for a large toy manufacturer like Hasbro for more than ten years, he has a better understanding of the market demand for the rise of the fan economy, but he still doesn't quite understand what this booklet wants to say.
Until the projector on the stage was turned on, Kevin Feige took the lead in showing and explaining the output value of each series of works, and asked why they are also superheroes, and the market sales that each character can achieve is usually very single, and the overlap rate is not high. High - The overlap rate here refers to the consumption direction of the audience.
Hearing Ziolman's ears, he nodded very emotionally - take "Transformers" as an example, some people like Bumblebee, and only buy Bumblebee peripheral products to magnify the audience's love degree, very few There is consumption without preference, which is why there has always been a term in the licensing market called "role economy", that is, the production of the assembly line, and the role value of some images will be higher.
So, how to make the characters with low economic value also have the development market? Kevin asked another question, and there was silence. Everyone is listening carefully.
"So, the next thing we want to do at Marvel is to blur the attributes of individual characters, think about it, when Iron Man, Captain America, Thor, including Hawkeye, Black Widow, and Hulk, act as saviors as a team , heroes, will fans' love spread from a single character to other characters? We are not completely changing our preferences, but reducing the sense of distance between characters..."
On the PPT, one circle leads another circle, and finally forms a complex connection. As a whole, the line on the boundary also connects other independent roles in this process...
"Can this really be done? How will the scenes be arranged and the positioning not clear enough? Will the audience buy it?"
Countless questions popped up in Ziorman's mind, but in addition to questioning, he also thought that it was really possible, and the value of Marvel would be different.
Originally, the role IP field is very similar to the head field of web articles. There will always be only a few people with high enough value. Most of them have no controllable business development background Just like the original Marvel , holding more than 5,000 characters, but they are worthless in the eyes of outsiders. People with traffic like Little Spider, X-Men, and Fantastic Four have all been bought, but now someone suddenly says that one of these more than 5,000 characters is worthless. Therefore, it is worthless because there is not enough traffic to be realized. Since the traffic is not enough, the traffic system that has been developed is used to bring it.
In fact, there is nothing wrong with this kind of cause and effect. Who doesn't know that in the era of traffic, the value of the audience's attention can be realized, but everyone also understands that traffic is so easy to change? If it's so easy, DC needs to be okay to grab the wool of Batman and Superman? They are so bald and don't let go. Is it because they don't understand the importance of pioneering?
Of course not, but reality tells Warner again and again that audiences don't like to watch other DC character projects, they don't have a foundation, they won't spend money, and establishing a project is a risk.
But what Kevin wants to express now is: We Marvel have found a model to expand the character economy. It is like using the audience's trust in the Marvel brand to secretly stuff private goods, and constantly bring the old to the new. It also expands the head traffic with the freshness brought by the new characters.
Before that, Ziolman was as difficult as many people to understand why Marvel kept developing new characters, and the action was "radical" - compared to other themes in the same field, after three years, only filming After a big hit sequel, the others are all new projects, so aren't you afraid of **** up? It's so reckless.
Now I gradually understand that what everyone pays attention to is not the same thing. Marvel is playing in a series nature. They want to be more complicated and bigger, but they just continue to increase the size of the original system, and they have to be careful to maintain the city wall. ......
https://
Genius for a second to remember the address of this site: . Zero-point reading mobile version reading website:
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