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Taniko economy is a market for IP goods such as anime, games, manga, etc. spreading in China.
"Taniko" refers to can badge, acrylic stand, card, figure, etc.
In terms of investment, it is easy to understand by looking at the following three points rather than just selling goods.
- Have strong IP
- Are you tied with the in energy consumption of young people?
- Is it possible to manage inventory, right, and trendy risks?
The market size is large and it is fast to grow.
However, not all of the companies involved in the growth market.
In the goods market, the inventory becomes heavy at once when the trend changes.
In this section, I will divide the meaning of the Taniko economy into three factors: IP, youth consumption, and inventory risk.
What is the Taniko economy?
Taniko economy refers to the market of IP goods consumption spreading in China.
“Taniko” is a good English translation.
Main products are:
- Can Badge
- Acrylic Stand
- Card
- フィギュア
- ぬいぐるみ
- Keychain
- Character Accessories
Buy, Collect, Exchange, and Search by Events
Taniko economy is a market born from such consumption culture.
It is close to the consumption of active goods in Japan, but in China, it is巻きd by a wide range of things such as shopping malls, specialty stores, EC, and dojin events.
Market size is quite large
According to JETRO’s regional analysis report, China’s investigative institution, the Huaxing Institute of Industry, is the market size of China’s Taniko economy in 2024.
It is about 40% increase from the previous year.
In addition, the two-dimensional peri、al industry, including the merchandise sales, the copyright business, events, and theme parks, has reached approximately 60 billion yuan in 2024.
It is a fairly strong market when only numbers are seen.
However, it is better not to be floating here.
The market is strong in demand, but the market is also large.
Strong company with hit IP.
However, a company that only purchases and sells trendy products without IP makes it easy to understand inventory risks.
Why?
Taniko economy is not just selling goods.
This is a combination of IP, youth consumption, real stores, events, and social media.
| 視点 | 内容 |
|---|---|
| IP | Popular works and characters make demand |
| Home | e with youth, self-expression, and collective desire |
| Sales | Shops, EC, shopping malls and events |
| Community | Hosted events and social media keeps hot |
| More | to copyright, manufacturing, retail, and events |
The goods themselves are small.
However, backgrounds include rights, manufacturing, logistics, retail, events, and SNS marketing.
In other words, there is a fairly wide industrial structure behind one can badge.
What is supporting is the same person’s community
It is a core fan layer that is surrounded by Yako economy.
The JETRO article introduces the community to support the Taniko economy.
This is a fan layer with the same hobby and attachment to the work.
They don’t just buy products.
- Join Events
- Exchange goods
- SNS
- new works
- Expand the amount of work and characters
This movement spreads to the light fan layer.
If you look at the investment point, this is quite useful.
The Goods Market is not a market created by advertising costs.
Is there a structure that the fan can easily a。ify the heat?
The difference between strong IP and weak IP.
Expansion of regular stores push the market
In China, there were stores dealing with Japanese IP goods from before.
However, there were many small stores and non-regular routes in the past, and there was a problem with counterfeit and informal goods.
In recent years, regular stores and official license products are increasing.
In the article of JETRO, there is a case where Japanese IP operators gather stores and regular stores in Shanghai.
This is great for the market.
When the number of regular shops increases, fans can easily buy them.
It is meaningful for IP companies in terms of licensing income and brand management.
If you look at the investment, this is not only the "sold" but also the "revenues monetization" is the point.
In the market where there are many unofficial goods, it is because it is difficult to remain profit to the owner even if it is popular.
Japan IP and China IP
It is said that the presence of Japan IP is large in the Chinese Yako market.
In the article of JETRO, Japan IP is called "Hiya" and Chinese IP is called "Kunitani" and the presence of Japan IP is introduced on the site.
However, Chinese IP is growing.
For example, popmart characters, games, movies, etc.
This is a bit different from the market.
Japan IP has the作品umulation of works, the strength of the character, and the completion of the design.
On the other hand, Chinese IP has a reasonable price, fast local deployment, and close to local fans.
In terms of investment, it is better not to see "Japan IP is strong" "China IP is weak" simply.
Which IPs are stinged in any channel?
See it.
Benefit: Low heat
The advantages of the Taniko economy are that strong demand is easily born even small products.
The can badge and acrylic stand are lower than the car or home appliance.
However, fans can buy multiple characters.
Limited items, random items, limited events, and collaboration products.
This mechanism speeds consumption rotation.
If you see from the company side, it is a market that is easy to sell small items at high frequency.
In addition, the sales of goods will also be advertisement of the work.
The product itself is a tool for communication between fans.
Demerit: Inventory and Stylish Scary
On the other hand, there is a risk that is quite easy to understand in the Taniko economy.
- Stylish transition is fast
- High dependency on popular IP
- It is easy to sell discount if stock is too much
- Unofficial goods and rights problems
- There is a risk of regulatory and criticism for random sales etc.
- Fixed cost for events and stores
Especially the stock is heavy.
Goods are small, and they seem to be easy to handle, but the popular products are hard to sell at once.
If you read the trend, it remains on the shelf.
It will be discounted if left on the shelf.
Coarse interest rate falls when the value is discounted.
It also happens that sales are not profitable even though they are growing.
Here is a lot of investment.
Three perspectives on investment
If you look at the Taniko economy, it is easy to understand if it is divided into the following three.
1. IP Power
First, what is your IP?
The strong IP can make demand by simply releasing the product.
On the other hand, companies with weak IP need to sell with advertisements and discounts.
The following points are:
- Title
- Fan Community
- Coのity of Series Expansion
- Overseas Expansion
- 公式 License
2. Sales channel
Next, where are you selling?
Is it only EC, specialty store, event or shopping mall?
Income rate and inventory risk are also changed depending on the channel.
If you increase your store, sales are easy to grow, but you can also get rent and labor costs.
You can make the heat of the event, but there is also a face that is easy to close to temporary sales.
3. Stock management
Lastly in stock.
In the goods market, this is a pretty勝 game.
If you are investing, you want to check not only sales but also the following indicators.
- 粗利率
- Inventory rotation rate
- How to find inventory assets
- With or without discount sales
- Risks of return or disposal
Even if the market grows, the company in which the inventory is piled up is bitter.
The goods market is enthusiasm and stock.
The order when looking at a partner company
The following order is easy to use if you look at a partner company.
- Which IP is earned
- Is your IP or other IP licensed products?
- Licensed products Sales channel center or EC center
- Is the inventory rotation worse?
- Is the coarse interest rate maintained?
- Is it possible to sell continuously rather than a temporary boom?
In particular, intermediates should see not only sales growth but also coarse interest rate and inventory.
Even if sales increase, profit will not remain if it is stretched by discount.
In addition, if the dependence on the hit IP is too strong, the performance will be easier when the popularity of the IP falls.
See how each company earns than market growth.
It's very good.
Easy to misunderstand for beginners
| misunderstanding | In fact |
|---|---|
| If the market grows, the company will make money | Difference between IP and inventory management |
| Low risk because goods are small | Inventory risk of outdated |
| Popular characters are safe | Need to see license conditions and profit margins |
| Coarse interest rate and inventory rotation are important | |
| If there is no benefit to the right holder |
Yako economy is an interesting market.
However, it is dangerous to buy only the amount of heat in investment.
The heat of the fan and the profit of the company are not always moving in the same direction.
Taniko economy is an IP goods consumption market spreading in China.
“Taniko” is a goods soundtrack that refers to can badges, acrylic stands, cards, figures, etc.
The market is growing by the young people, the same people community, the expansion of regular stores, the competition between Japan IP and China IP.
However, it is not enough to be a growth market if you are investing.
There are 4 things you want to check:
- What is your IP?
- Is it monetized with a regular license?
- Is it possible to maintain coarse interest rate?
- Is the stock not heavy?
Taniko economy is a market with strong heat consumption.
Therefore, the risk of trends, rights, and inventory is also strong.
I would like to think about it before I look at a company.
Is the company changing the popularity of IP to profit?If you don’t see it, you can buy only the atmosphere of the growth market.