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At a time when many people are still paying attention to the box office data of the movie "Rebirth", the small partner cinema company has already begun to start the sales activities of movie peripheral products. Pen "Fun" Pavilion www.biquge.info

In the whole movie, the shapes and costumes of the characters are undoubtedly very exquisite. The small partner company and the clothing company agreed not to pay for advertising, but to customize the production of clothing in large quantities, and then, the first round of sales will be carried out by the channel of the small partner company. The purchase of the first round of sales of the partner company is only the cost price of the manufacturer.

After the "first round" of sales by the partner company, these garment companies can continue to organize production and carry out the "second round" of sales.

So, it's a win-win for everyone!

It is precisely for this reason that garment companies are willing to supply to small partner companies at cost price! However, there is a limit to the quantity, and after the supply reaches the upper limit of the contract, the clothing company will no longer give the partner company preferential prices.

"The same costume of the movie "Rebirth" made a gorgeous appearance, and it was jointly and exclusively distributed by the Little Prince Cinema Company and The Little Prince Online Supermarket! The same costume of the star with taste and low price will go on sale on July 8th! Youngor, Shanshan, Heilan House, SAINT ANGELO, Red Dragonfly and other big brands, the minimum is 18 yuan, you can choose! ”

This advertisement was bombarded and broadcast simultaneously on the Internet and TV media. The advertising cost has been smashed more than 10 million, which is almost the same as the cost of movie shooting.

But the effect is very good!

∮∠The topicality of the movie is exactly like the sky, and the costumes in the movie can be regarded as tasteful. In terms of price, it is very close to the people, the lowest impulse clothing can be as low as 18 yuan, and the more expensive one is only 188 yuan.

So capricious, so cheap!

Essentially. It's also for popularity and attention!

The Little Partner Cinema Line has now opened 13 stores, with more than 140 screens and more than 30,000 audience seats.

At the same time, every cinema line has an attached shopping mall to take advantage of the flow of people brought by the movie. Selling products related to and not related to movies is also an effective means of increasing the efficiency of movie theaters.

The e-commerce model of Little Prince Supermarket has also deployed more than 200 self-operated stores across the country, coupled with the online open platform, attracting many brands and entity companies to settle in, and the monthly sales turnover has exceeded 1 billion yuan.

However, since half of the sales are contributed, offline stores are contributing. Therefore, the little prince should have lost to Taobao, which was only established in 03, in the field of e-commerce.

It is precisely for this reason that the little prince also needs impulse to gain users and popularity with relatively cheap and attractive products. Originally, the little prince was going to use cheap books to impulse, but this trick didn't work very well.

The total annual sales of the book publishing market are only tens of billions of yuan. The vast majority are textbooks and teaching aids, among other things. The vast majority of the best-selling books that readers buy are also purchased through offline stores.

It is not impossible to use cheap books online to attract consumers to buy, but it is not impossible to count on books to make the platform bigger and stronger. It's undoubtedly a fool's dream.

Overseas Amazon sold books in the early days, but it didn't rely on selling books to really become bigger and stronger. Books were only the first pot of gold in the early days of Amazon. It wasn't until Amazon developed a group of customers through cheap goods such as books and other cheap products, and expanded the product categories into a comprehensive e-commerce platform, which really ushered in a surge in sales.

A lot of dogmas imitate Amazon, thinking that selling books can sell e-commerce overlords, which is pure nonsense!

From the perspective of the development of China's e-commerce market, clothing, cosmetics and food are the troika. To put it simply, children, women and foodies can dominate the e-commerce market.

In addition, although the sales volume of electronic products and electrical products cannot be compared with these troikas, the value of a single product is relatively high, so it can also allow the platform to obtain huge sales.

The small partner company hoarded 5 million pieces of various clothing, all of which were the same in the movie, and the cost price of the purchase exceeded 150 million yuan.

This is also a handiwork in the clothing industry!

Countless bigwigs in the clothing industry are looking sideways, some are watching jokes, a layman, hoarding so many goods, if he can't sell them, wouldn't he be a loss?

There are also some clothing companies that pay attention to the sales of small partner companies. If the partner company really succeeds, I am afraid that countless clothing brands will rush to cooperate with the partner company in the future!

On July 8th, the little partner company joined hands with the little prince to sell 200,000 pieces of the same costume for the movie! The sales volume in one day exceeded 10 million yuan!

Next, on July 9, another 250,000 pieces were sold!

Every day, more than 10,000 moviegoers start to buy the same costumes for the movie at the store in front of the movie theater after watching the movie. It's more greedy for cheap, and on the Little Prince e-commerce platform, online or offline, snap up these big brands, but the price is cheaper than the discount store's movie clothes.

The lowest price is only 18 yuan, and the highest price is only 300 yuan!

But the grade is definitely not low, some shopping malls that kill people, and even, can hang a retail price of thousands of yuan, and then, after the discount, seven or eight hundred, will actually make customers grateful to Dade and feel that they have taken advantage.

But, this trick!

The small partner company and the Little Prince Group felt ridiculous at all, so they adopted a subversive sales method. The small partner company's operation is to train troops, using 5 million pieces of clothing to test the company's ability to use hot social topics and quickly market products.

The Little Prince E-commerce Group did not make money, and provided sales channels for small partner companies for free. But it was transferred to users, and many users bought on the Little Prince's website, consolidating Little Prince's leading position in the e-commerce industry.

The goods in the warehouse are decreasing day by day!

By the end of July, the partner company and the Little Prince platform jointly announced that 5 million pieces of the same costume for the movie were all sold. The total sales exceeded 600 million yuan!

The purchase cost is 150 million, and the sales volume is more than 600 million after it is sold! After deducting various costs, the net profit is conservatively estimated to be 250 million yuan!

Moreover, consumers also feel that it is very cost-effective, after all, the same grade of clothing, to buy in a brand store, or to buy in a shopping mall, may cost ten times the price!

Just imagine, casually by selling clothes, or making small profits but quick turnover, you can make such a large profit, which may be more than the total profits of domestic film production companies in a year.

It can be seen that once the trade of movie peripheral goods is successful, it is obviously much more profitable than the movie itself.

Of course, Wang Qinian's film peripheral model is not original, but borrowed from overseas. In particular, the peripheral industrial chain of the Japanese animation industry gave him great inspiration!

According to some statistics, the more profitable part of Japan's animation industry is peripherals, and the market size of peripheral goods is dozens of times larger than that of animation products themselves. It is for this reason that despite the meager profits and brutal competition in the anime industry, Japan still regards anime as one of its pillar industries. Although the market size of Japan's animation industry itself is only more than one billion dollars, the market for peripheral goods is tens of billions of dollars, and no one can ignore it.

Japan's development of anime peripherals is obviously to the extreme. Therefore, it gives people a lot of inspiration - film and television and other industries can also make full use of their influence to develop the periphery!

In the past, the use of film and television works to insert advertisements was actually a waste of the impact of the film and television industry itself. If you advertise to other brands, but use the influence of the film and television industry and reality stars to directly develop and operate peripheral products, it is possible to earn far more than the sales of film and television works themselves, as well as more than the income brought by advertising.

This time, Wang Qinian won the bet!

Although, he did not dare to say that this model can be replicated successfully over and over again. But Wang Qinian will still try to do it in the future, continue to choose some reliable works, and adopt an operation mode similar to "Rebirth"!

……

At the beginning of August, when the box office of the movie "Rebirth" broke 100 million and was drawn at a box office of 107 million yuan, the focus of media discussion was obviously not the box office of this movie, but the success of the peripheral goods of this movie!

"Rebirth is not only a successful movie, but also a successful advertisement, and the audience not only spends money to buy tickets to see this commercial, but after watching it, they also say yes. Then, I felt that the advertised products were very cost-effective, so I bought the products promoted by this advertising film! ”

Many marketing experts have regarded the marketing case of "Rebirth" as a classic. The reason why it is classic, because of this marketing case, no one realized that it was going to sell clothes beforehand, but they paid attention to the movie.

But the costumes in the movie are pretty good, and in addition, the same costumes are cheap.

Who would decide to buy a brand of clothing that has taste and is not expensive?

It is precisely because of this that the marketing of small partner companies has been a mess of success.

……

Beginning at the end of July, Tsui Hark's "Seven Swords" was released, and the box office reached 26 million in three days, which should have been a topic of national concern.

But because "Rebirth" is so awesome, after the movie is drawn, people are still talking about it.

So much so that Tsui Hark, the director of "Seven Swords", could only smile bitterly!

"Seven Swords" should be good, but because the plot is too complex and there are too many characters, a movie wants to accommodate too many things, so that the box office of this blockbuster with an investment of hundreds of millions of yuan is not very ideal!

In the mainland market, "Seven Swords" is not bad. The box office in Hong Kong, Taiwan and other places is only a fraction of the box office in the mainland. It can be seen that the loss of this movie is a foregone conclusion.

In this regard, Wang Qinian couldn't help but sigh that it is not easy for a movie not to lose, and Tsui Hark, who has made countless blockbuster movies, often has movies that hit the streets.

"Seven Swords" is not Tsui Hark's only blockbuster on the street, in fact, Tsui Hark, who has played blockbusters for a long time, has more movies on the street. "Shushan", which played special effects in the 80s, is a blockbuster that loses money at the box office. "Shushan" hit the street because it was too advanced.

"Seven Swords" is doomed to lose money, also because the film was released a few years earlier. If a few years later, the number of screens in China will increase several times, and the audience will have stronger spending power, it will not be difficult to release it when the box office of hundreds of millions of dollars will be released. (To be continued.) )

ps: The second update, thank you for the support of my brother and sister in June!

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