文｜深响 吕玥

zaijingdiandedonghuadianying《wanjuzongdongyuan》zhong，hudi、cuier、basiguangnian、mr. potatozheixiewanju，huizaizhurenandibuzaijiashiyongyouziwo、xixidanao，gongtongbianzhiwenxinqieyouqudegushi。

rujin，donghuazhengzaizhaojinxianshi。

ailangchaozhixia，shimianshangyongxianchuleyipihuishuohua、nengyurenhudongdeaiwanou，yingdeleshichangdeguangfanguanzhu——rukedaxunfeituichuguobuwawa“ai kids”、xiyangyangzheiyijingdianiptuichuleshoukuanaizhinengchanpin“xiyangyangchaonenglingdangwawa”、yueranchuangxintuichudebubblepalguajianwanju、folotoydetiaowuxianrenzhangyijizijietiaodongzhongqiujieshisongkehudeliwu“xianyanbao”……

jushichangyanjiujigouresearch and marketsdebaogaoshujuxianshi，quanqiuaiwanjushichangyujijiangcong2022niandeyue87yimeiyuan，zengzhangdao2030niande351.1yimeiyuan，nianfuhezengzhanglvchaoguo16%。

ruciguangkuodeshichangqianjing，lvxianqiangtanbujudewanjiamendouyouhesilu？zaidazaoaiwanouchanpinshisilushangyouyouhechayi？dangzheixiezhinengwanjudoumianxiangxiaofeizheshi，wanjiayouyaoruhejingzheng？ciqianjiaoyulingyujiuxianqiguoyiboertongzhinengyingjianrechao，rujindashangleai，jiujingshiertongshichangdexinfengkou，haishizhinengyingjiandelaopaomo？

火热赛道，创业者抢跑

jinruaiwanousaidaodechuangyezhe，duoshiyinweizaishenghuozhongguanchadaohaiziwanwanjudeqingjing，congermengshengleyongairangwanju“huoqilai”dexiangfa。youyuertongduihuazhongduiyuxinximiduhezhunquedudeyaoqiubingbugao，xianyoudetongyongdamoxingjibendounengmanzu，zheiyerangaiertongwanjudemenjianmeiyouxiangxiangzhongneimegao。

muqian，shichangshangyichuxianduojiazhuanzhuyuertongaizhinengyingjiandechuangyegongsi，qizhongyixiesuichanpinshangweiwanquanshangshi，jiuyinweichuangshirenbeijingeryinqileyejieguanzhu。rumeituanqianfuzongcai、meituanjinrongctobaotachuanglibeijingqidianlingzhikejiyouxiangongsi，zhuyaoshimianxiangertongquntikaifaaizhinengyingjian。youweiruandpsquanqiufanganchuangxinbumenqianzongjingliguozhichuanglishenzhenyijiayibanzhinengkejiyouxiangongsi，zaijinniandiershijiewenbohuishangyetuichuaimaorongwanban“aixiaoban”。

shichangshangyebufayixieyijingkaishouchanpindechuangyegongsi。zaitaobaoshangsousuo“aiwanou”，paizaizuiqianmiandejiushifolotoyhehaiviviyueranchuangxindechanpin。zheiliangjiagongsidechanpinsuigeyoutese，danzaiyixiehexinsilushangyouxiangsizhichu。

shouxianzheixiechuangyegongsizaijishulujingshang，pubianxuanzewaijiedamoxingdefangshi，yijiangdizizhuyanfadetouru。tamendaduohuixuanzejierutongyongdamoxing，bingzaicijichushangjinxingchuizhilingyudexiaomoxingxunlian，yigenghaomanzuertongquntidexuqiu。

biruyueranchuangxinchuangshirenliyongzaicaifangzhongtidao，chanpin“bubblepal”dicengdetongyongdamoxingyuguoneizhuliudejijiadouyouhezuo，baokuominimax、doubao、zhipudengdeng，xianzaizhuyaoyongdeminimax。yinweichanpinyezaihaiwaifashou，suoyiyejierulegptdengjijiadamoxing。tongyongdamoxingzhishang，chanpinyongdaodechuizhixiaomoxingshigongsijiyullama 2dekaiyuanmoxingjinxinglejingxihuadiaozheng。

qici，zheixiechuangyegongsizaizhidingchanpincelveshi，gengqingxiangyushouxiantuichunenggouguazaizaiwanoushangdeaijishu“guajian”，suihouzaizhubuxiangneizhiaijishudewanoufazhan。

zheiyangdecelve，yifangmianshiyinweichuangyezhexiwanggengkuairangchanpinshangshi，gengzaodizhanlingshichangbingshoujiyonghufankui。liru，yueranchuangxintuichude“bubblepal”chanpin，zhixujiangqiguazaiwanoushangjiunengrangwanoujubeishuohuagongneng。chuangshirenliyongbiaoshi，zheizhuyaoshikaolvdaoyuipjinxinglianmingshouquanhezuoshi，ipfangdeshenhezhouqiwangwangjiaozhang，erbubblepaldetuichuzhouqixiangduijiaoduan，nenggougengzaodijinrushichang。

lingyifangmian，rufolotoydechuangshirenwanglezaicaifangzhongsuoyan，aitaojiankeyibeishiweiwanjudeyizhongzhongjianxingtai，tanenggouyugengduozhongleidewanjuxiangronghe，huigengyouliyugongsikaizhanto bdehezuo。birufolotoyzuichutuichudebazhuayuaikaifaxuexitaojian，takeyibeidiydaorenhewanjuzhong；ciwai，tamenhaiyouyigemingwei“moxia”deduihuahezi，zijietiaodongzhongqiujiesuozengsongde“xianyanbao”jiushineizhilezheiyichanpin。

图源：FoloToy小红书官方账号

dangran，jinguanyouleguajianshichanpin，zuoneizhishiaiwanourengshidajiaweilaidefazhanfangxiang。yinweiduiyuwanoueryan，iphekatongxingxiangrengshixiaofeizhegoumaideshouyaojueceyinsu。

muqian，folotoyyijingtuichulexianrenzhang、xiangrikuidengshitiwanouchanpin，zheixiewanoukeyizhijieyuyonghujinxinghudongduihua。eryueranchuangxinyeshijihuaxinpinyuxiaozhupeiqiyijideguolaopaiwanjupinpaisteiffshidaifuhezuo，jiangaiyingjianneizhidaotamendemaorongwanjuzhong，houxuhaijihuayougengduolianming。ciwaiyueranchuangxinyebiaoshihuidazaozijideip，bingyuyixiedulishejishizhankaihezuo。

文娱玩家入局，活化IP探增长新路

dangchuangyegongsirengxuyaonulixunzhaohedazaoipshi，aiwanouzheiyisaidaoyeyijingxiyinleneixieshouwozhimingkatongipdewanjiaruju。

aofeiyulejiushidianxingdaibiao。zuoweiguoneishoujiadongmanshangshigongsi，aofeiyuleyongyouzhongduoguangweirenzhideip，qizhongzuizhumingdemoguoyu《xiyangyangyuhuitailang》。

2023nian，aofeiyulekaishijijiyongbaoaidengqianyanjishu，yubeijinghongmianxiaobingkejiyouxiangongsidachengzhanlvehezuo，jihuagongtongdazao“xiyangyangyuhuitailang”、“chaojifeixia”dengzhimingdonghuaipzhuyaojiaosedexunishuzirenjizhinengwanju。

jinnianwuyue，aofeiyuletuichule“xiyangyang”shoukuanaizhinengchanpin——“xiyangyangchaonenglingdangwawa”，zuoweiqixia《xiyangyangyuhuitailang》zuixindadianying《shouhu》dexiandingxianliangzhenzangkuan。tongshizaiaofeiyuleqixiaertongwanjupinpai“aodishuangzuan”detaobao、jingdongqijiandianli，yeyoufeixianliangdeaixiyangyangwanoujinxingxiaoshou。

图源：喜羊羊与灰太狼淘宝旗舰店、奥迪双钻淘宝旗舰店

chuleaofeiyule，lingyijiamingquejihuatuichuaiwanoudegongsishitangmumao。

gaigongsichengliyu2007nian6yue，zhuyaoshiweiraoqi“huishuohuadetangmumaojiazu”ipzhankaiyanshengheshouquanyewu。jinnian11yue，tangmumaozaitouzizheguanxihuodongzhongtoulu，gongsizhengzaiyanfadeaichanpinbaokuotangmumaoaiyuyinjiqiren、aijianggushiapp、aiyouxidengxiliechanpin，qizhongdiyidaitangmumaoaijiqirenchanpinyujijiangzaichunjieqianshangshi。

shishishangzixilaikanzheiliangjiagongsiyeyouxianzhugongxing。

shouxianshigongsidoushouwozhimingip，bingqiezhangqizaizuoipshouquanheyanshengpinkaifayewu。

aofeiyulezi2003nianqi，bianyi“wanju+dongman”weizhuyaoshangyemoshi，chule《xiyangyangyuhuitailang》，haiyongyou《kaijiayongshi》《balalaxiaomoxian》《chaojifeixia》dengip。zaikantangmumao，suiranqiipshuliangburuaofeiyulefengfu，danweiraozheiyigeipxiliegongsiyeshezulexianshangyuxianxia、yuleyujiaoyu、yanshengpinyushouquandengduogelingyu。

图源：奥飞娱乐官网

kuaruaiwanoulingyu，xianranshigongsizaibuzhuodaoxinkejilangchaosuodailaidequanxinfazhanqianjinghou，suozuochudeqianzhanxingtouru。duiyuaofeiyulehetangmumaozheiyangdeyongyoufengfuipziyuandegongsieryan，zhixuzhaodaoyouaijishudegongsihezuo，jiunengjiangaijishuyuzishendeipyoushixiangjiehe，weiyuanbenjiuyougushizhicheng、youguangfanrenzhidudeipzhuruxindehuoli。

qiciliangjiagongsidouyongyouzhimingdujigaodejingdianlaoip，danmuqiandoumianlinyixietiaozhan，jixuzhaodaoxinzengzhang。

congaofeiyule2024niandecaibaolaikan，gongsiqiansanjiduyingyeshouru20.11yiyuan，tongbixiajiang0.45%；guimujinglirun7124.38wanyuan，tongbixiajiang12.50%。tongyang，tangmumaozai2024nianqiansanjidudeyingyeshouruheguimujinglirunyefenbietongbixiajiangle15.5%he58.33%。

suoyizheiyangkanlai，kuaruaiwanoulingyujishiduixinqianjingdeminruidongcha，yeshigongsizaimianduichuantongyewuzengzhangfali、shichangjingzhengriyijiliedeqingkuangxia，duiiphuohua、tuozhanxinyewumoshi、xunzhaoxinchuludeyizhongnulitansuo。

萌芽阶段，尚有广阔空白地带

buguoaiwanouzuoweixinxingchanwu，qifazhanshangchuyumengyajieduan。duiyuzheikuanchanpinnengfouzhenzhengzhulichuangyegongsishixianguimokuozhangyushilitisheng，yijiweiyongyouipziyuandegongsikaipixindezengzhanglujing，muqianshangnanyiduanyan。

congshichangxianzhuanglaikan，dangqianzhenzhengtourushichangdeaiwanouchanpinrengranfengmaolinjiao。shimianshangkansiyouhenduodaizhe“ai”ziyandewanjuwanou，qishibenzhishangshijiandanneizhileshaoergushihebaikequanshudekatongxingxianglanyayinxiang，erxiaofeizhewufazhiguanlaibianrenqubie。zheiyenengbiaoming，aiwanoushichangshangchuyuchubutansuoyupeiyujieduan，rengxuyidingshijianjinxingshichangjiaoyu。

danyucitongshi，dabufenhaimeiyourongzidechuangyegongsiyewangwangzijinyouxian，younanyizaiyingxiaotuiguangshangtouruguoduoziyuanquzuoshichangjiaoyu。

suoyinihuifaxian，dabufenaiwanouchanpinzhishizaichuantongdianshangpingtairutaobaoshangjiajinxingxiaoshou，zaishangpinyemianyouduanshipinlaiduichanpingongnengzuojiandanjieshao。zaidouyin、xiaohongshudengzhuliuneirongpingtaishang，jinyouyueranchuangxinzaizuozibochangshi，qitaruzhaodarenzhongcao、duanshipintouliudengyingxiaofangshiyewutouru。

图源：haivivi跃然创新抖音官方账号

yezhengyinweiqueshaochanpintuiguangheshichangjiaoyu，xianjieduantuichuchuangxinchanpindechuangyezheheyuanyigoumaichanpindejiazhangxiangfaqishiyebutong。muqianhenduochuangyezhegengxiwangyongaiquzuopeiban，guanzhuhaizideqingxuyuxingquaihao，rangwanjuchengweitedingjiaose，laipeibanhaizichengzhang。

yueranchuangxindebubblepaljiushiruci，jiazhangkeyitongguochanpinlianjiedeappjishifaxianhaizichangtijidegaopinci，qupanduanqiqingxubianhua、zuijinjingliheguanzhudeshi。haiyourupinpaicupboobubu、babycaredeaiwanouqishihuigengtiejinyuyizhichongwu，zhuyaofahuideyezhishiqinggananfu、peibandengzuoyong。

erjiazhangderenzhiwangwangshixiangduigudinghezhihoude，renggengqingxiangyujiangaishiweiyizhonggengweizhinengqieshiyongdezaojiaogongju，gengguanzhuchanpingongnengshifounengrongruyingyukouyulianxi、baikezhishiwendadengdeng。

birukedaxunfeiyuxionganqianjichuangyikejiyouxiangongsilianhetuichudeliyongxinghuodamoxingkaifadebuwawa“ai kids”，bianshiyikuangengjiacezhongyuzaojiaogongnengdeaiwanou，qizhuyaogongnengbaokuojianggushi、qingjingyingyu、baikehuidayijihongshuideng。erfolotoydexianrenzhangaiwanju，jinguanhexinmaidianshiliaotian、gaoxiaoyijijieya，danchanpinjieshaozhongrengxuyaoqiangdiao“aihailiangzhishi，yulexuexiliangbuwu”laitishengjiazhangdegoumaiyiyuan。

duiyurujuaiwanouzheiyilingyudewanjiaeryan，xuyaogengshenrusikaobingmingquechanpindemubiaorenqun、xijiehuagongnengdingweidengdeng。ruguozhishihudongduihua，jiuyaomianduirongyibeizhiyiwei“zhishangshui”、“jilei”dewenti；erzhishizuoyikuanzaojiaoji，qishimianduideyeshihonghaijingzheng，dangyuanfudao、zuoyebangdengjiaoyulingyutoubuwanjiaruju，jiuhuishijiangweidaji。

jiangyigechanpinzuodegengchuizhi、gengjingxihuashizhongshichangfazhandebiranqushi。jujiaoertongaiyingjian，keyizuojiaoyu、peiban、qingxushudao，shenzhiyekeyiquzuoxinyidaide“chaowan”。duichuangyezhemenlaishuo，dangqianshichangrengyouguangkuodekongbaididaijidaifajue。