Ne Zha 2, the animated sensation, is not just breaking box office records—it’s redefining merchandising success. As of 11:30 a.m. Beijing Time on February 15, the film has grossed an astounding 10.85 billion yuan (around $1.51 billion), positioning it among the top 15 highest-grossing films globally.
The excitement around Ne Zha 2 extends beyond theaters. The film has partnered with 23 brands, generating over 400 million yuan in sales within just two weeks of releasing co-branded merchandise, according to Sina Finance.
Pop Mart, renowned for its collectible figurines, has emerged as a standout collaborator. Their limited-edition Ne Zha figurines have been a runaway success, with over 20,000 daily online searches and sales surpassing 10 million yuan in just eight days.
On February 6, CardFun, a company specializing in licensed collectible cards, announced that its Ne Zha cards exceeded 100 million yuan in sales. This achievement secured them the top spot in China’s national sales ranking for collectible card categories. CardFun offered two types of cards: one aligned with the release of Ne Zha 2 and a premium version for avid collectors.
Meanwhile, LDCX, known for toys based on popular franchises like Ultraman and Kamen Rider, introduced a range of Ne Zha figurines. Sold on platforms like Taobao and Douyin, these products have amassed nearly 2 million yuan in sales.
Feng Xueyan, a professor at Guangdong University of Finance and Economics, commented on this trend: "Merchandise has become a vital revenue stream for the content industry, giving rise to the ‘second box office’ phenomenon." This shift signals a significant change in China’s entertainment sector, moving beyond reliance on box office earnings to embrace diversified, long-term monetization strategies.
The success of Ne Zha 2 exemplifies a new era where cinematic triumph is measured not just by ticket sales but also by a film’s ability to captivate audiences through merchandise and brand partnerships. This approach paves the way for healthier and more sustainable business models in the industry.
