The thing I communicated with the brand is what I have been doing since the film was completed, but the progress is slow.

In his previous life, Lehman visited an authorized joint store around the genuine Marvel version. There are hundreds of dazzling image products in it, which shows how much money Marvel IP can make and how wide it can be.

Keychains, mugs, T-shirts, shoes, dolls, wall lamps, rocking dolls, dolls, and even products that are connected to the image of electrical appliances such as waffles, ovens, and even Coca-Cola, snacks, etc.

Of course, most of the authorized Marvel can obtain a profit ratio of low.

But thinking about it, Marvel only provides image popularity. The production line belongs to the manufacturer, the channels belong to the manufacturer, and even the sales operation requires the manufacturer to pay for it. In this way, there seems to be nothing that cannot be satisfied. After all, Marvel gets rewards without spending much energy.

But at this moment, before the value contained in Marvel IP was recognized by much capital, most of the brands were waiting and watching, and even refused to cooperate, believing that efforts were not proportional to gains.

For example, Lehman wanted to find a manufacturer that produces clothing to jointly launch the same style of Iron Man, children's clothing, couple's clothing, etc., but it was just adding a little Iron Man elements to the clothes and printing avatars. In fact, it was easy to do it, and Marvel only drew 10% of the profit. In this case, there was still no manufacturer's response.

Lehman understands the concerns of the shop owners.

He has experienced this kind of behavior of cutting off his body in vain many times, and when does not need to be careful when he does not have to do it well?

After all, even if the same model is not launched, the manufacturers' clothing still has a certain share in the market. If the new revenue generated does not exceed the profit of cutting the losses after agreeing, then is such a cooperation of bad use?

To put it another way, if you don’t generate income, go to generate income for Marvel? Are you having fun?

In other words, the biggest problem in Marvel's peripheral market development is how to make brands believe that cooperation is a win-win situation, not thankless, and a way to make a profit from the authorized party, pay so much but can't make much money.

Lehman also has a rough idea of ​​these, because the market data will never lie. Tonight, Iron Man figure and model sales data are the best bargaining chips to prove that Marvel's image can be valuable.

The rest, even if one talks about summarizing the market one by one, and puts an excellent performance table on the brand table, is the most touching thing.

......

After Liam came, he brought some good news to Lehman.

First, HOT TOYS agreed to take over the images of Iron Man and Marvel series of high-detail simulation toys - this company is well-known in Hong Kong, but is famous for pursuing realistic details and small-scale manual production in the model industry. The business route is relatively high-end, so the price of HOT TOYS's products is much higher than similar products.

The reason for working with them is that Hasbro has a lot of popularity, HOT TOYS has a good quality, and Marvel's own toy factory has a lot of customization models, which are satisfied with audiences and fans with different needs.

After all, HOT TOYS's products are movable, with fine structural parts exposed inside. In addition to being mobility, the most special thing is their magnet device, which can imitate the scene of armor attacking enemies in the movie. Once sold, it will definitely be the best choice for collection. The general price is over 1,000 US dollars, and Marvel will draw 40%.

Maybe someone asked why they were so excited and why they were willing to do it.

But the distribution of the movie peripherals depends on the weight of the image, figures, dolls, dolls, etc., which completely restore the character's image, so there are many draws, while clothing, keychains and other things borrow some image elements at best. The market core is still their own product selling points, so the authorized party has no confidence to shout too high.

Furthermore, HOT TOYS itself is a manufacturer with a serious premium. The product value depends very much on the popularity of the character image. Those unknown people will not produce them at all because no one will buy them. The money they eat is fans. So, like Hasbro’s big family, Marvel only gets 22%? It depends on the difference in demand between the two parties.

Second, small-piece manufacturers such as LIGHT FX are actively working to develop joint products. They probably saw fans' desire to buy and consume.

In short, thanks to its cooperation with Hasbro and the proven market popularity of the movie itself, it has attracted those waiting and watching manufacturers to harvest the wallets of Marvel fans in all aspects.

Liam's happy expression never closed when reporting on the progress of the surrounding development, because the comic adaptation project is indeed easy to explore the surrounding value, and Lyman's clear and thorough consideration in advance was simply terrible.

On the side, several veterans of Marvel Entertainment praised Lehman in their hearts. Avi Arad is really a past tense.

Before this person took over, Marvel was so glorious, so profitable, and more valuable when he was busy.

It is even said that the planning is too perfect and gives people an unreal feeling, but it just gallops all the way to success.

No one in the company will worry about the failure of the project because they all know that when other products enter the market, Iron Man said that it would be too much to make money every day while lying down.

This wave can be regarded as establishing Lehman's prestige within Marvel. Even Kevin Feige is much more respectful to him and admires him.

But in fact, every step of development of "Iron Man" can be attributed to the routines that Marvel had successfully developed in her previous life and her experience in developing other products, and analysis.

After all, isn’t his biggest golden finger the vision and market sense cultivated in his previous life? With the answer and the replication, it’s really nothing.

But the more modest Lehman is, the more everyone admires him.

Awesome, it’s really awesome. The market for billions of projects is so calm, so you can’t learn a little.

Well, you can't be too excited, too excited, and you're not too excited, you're not ashamed of your boss's face as if you had never seen the market.

However, at present, there are too many businesses that need to be followed up and we really can't immerse ourselves in it. The veterans of Marvel Entertainment still have extraordinary feelings for Marvel, and they all want to make Marvel better and make it stronger, and put up a sign to praise it.

So after a brief gathering, these senior promotion teams led their employees to contact each other by phone, and waited for the next day to sign the authorization clause early.

Anyway, they are almost idle in the next 2 or 3 months. They are running around, negotiating everywhere, collecting data everywhere, and investigating the market. They also have to divide resources and verify profits in advance according to the market trend at any time.

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

Just as "Spider-Man" is popular and Spider-single-books are easy to sell. After giving away 500,000 sets and providing a price reduction discount, the comics department led by Joe Quesada also benefited.

"...Okay, add 2,000 copies, right? I'll give it to you tomorrow. OK, OK, stay in touch."

"Hello. Oh, you need 1,000 books over there, right? OK, I'll write it down."

The customer service staff answered the phone calls and the orders for urging goods continued. Although the scenes that were too busy in "Spider-Man" were much worse, that was the godson, and this was the biological son. Is it comparable?

Everyone was relieved and motivated, and they entered the state of combat readiness early, and they didn't need to mention overtime or something.

Because, under the stimulation of the performance increase, what happened to the green Franklin? Let’s learn about the blessings.

Or, when I think about the possibility of getting a salary that is several times higher than my basic salary this month, who can’t squeeze out some motivation? Not everyone’s family conditions are good, so I don’t worry about houses and cars. I pretend to be deep in my words if I’m not interested in money.

Furthermore, such opportunities are not always available. The more you understand the market, the more you know that you don’t try to make money while the film is still being screened. When the film is still being painted, the popularity will be lower, and the sales of peripherals and comics will be greatly affected.

This is like DVDs always sell the best in the six months after the picture is released, and sales can account for more than 70% of the cumulative revenue in the next three years.

The movie business has a large market, but it always requires maintaining competitiveness to make money. When this wave passes, other movies will become different.

After all, making money requires considering the consumption ability of fans, how to attract their attention is more important.

Slowly, it's late at night.

At about one o'clock in the morning, Liam strode into the office where Lehman is.

"Have you come out early?" Lehman asked.

"Well, 9.36 million."
Chapter completed!