/ The Daily News/August 22, 2022 Guangzhou -- The national God car and Mechwarrior to "combine", what is this dream linkage? The original Chinese mecha brand "Shenji Industry" has cooperated with Wuling Hongguang to make the Wuling Hongguang MINIEV, known as the "national God car", into mecha toys. The shape-changing mecha toy, originally created by the Chinese brand, will make its official debut on August 26 at the Guangzhou Pazhou Convention and Exhibition Center as one of the "sacred objects" of the 2022 Taobao Creation Festival.
Mecha big boy "return" Japanese-American brand
Mecha Yi is "mechanical power armor", originally is science fiction or surreal film, game, novel image. Mecha toys are shape-shifting toys based on Mecha images. The most well-known Mecha toy series are Gundam and Transformers.
Xiao Han (net name), the founder of Shenji Industry, was in his 85 years, Gundam and Transformers are his childhood memories, but also become an obsession of him, he always wanted to "return" the Japanese and American brands played since childhood: can Chinese people also create excellent mecha toys, like Gundam and Transformers, become the memories of a generation?
After entering the society, he devoted himself to the toy industry, almost every link of the industrial chain. In 2020, after more than ten years of experience in the industry and accumulation of resources and experience, Minor Cold will regain his "original heart". He opened the "magic machine industry science fiction toys" brand store in Taobao, and several like-minded partners together, focus on creating original mecha products.
The first product developed by Shenji Industry was the "Black Shem", a mecha based on the J-20. Next, the team built the "Dark Owl" based on the Wuzhi-10. These two IP licensed domestic fighter shape-shifting mecha are popular among players and military fans. On Taobao, the two products were described by users as "solid in the hand and perfect in the details". "I want to prove that Chinese brands can match Japanese and American brands in both design and workmanship." "Said Little Cold.
< b> through the Taobao shop connected with the "Tao people"
Because different from the European and American products of the original design and pay attention to the details of the workmanship, Shenji industry has accumulated a number of loyal "fans", "players trust our production, whether it is changing color version or new products, they will chase to buy. Little Cold told reporters.
And the official Taobao store is a major window for the Magic machine industry to face consumers. "The group of players who play Guochuang Mecha are generally low-key, but they will leave messages to express support to the customer service of Taobao store, which makes us very moved. Moreover, with the window of the official Taobao store, the outside world can better understand our brand and original products."
Xiao Han said that the Wuling Hongguang MINIEV, which will be displayed at Taobao's Creation Festival, will be made up of nearly 100 parts, and the model can switch between cars and mecha fighters. "We will continue to pursue the path of detail and good design, and the overall positioning is higher quality than international brands at the same price, but at the same time, we don't want to discourage players."
Kuniotron Mecha into a new trend track
In the last one or two years of the toy circle, Mecha is becoming after the blind box, another rising trend track. The reporter learned from the Taobao Tmall tide play industry, the current Taobao Tmall mecha consumption on the active population, the scale has reached about 30 million. Among them, Guochuang Mecha growth momentum is particularly prominent.
Taobao tide play industry small second destroy city (flower name) introduction, Taobao Tmall has gathered nearly 50 countries create mecha IP, this year since the turnover of close to 100% year-on-year growth. Taobao Tmall has recently added a new category of mecha for merchants to provide more support. "Guochuang Mecha has developed some highly personalized brands, which are no worse than American and Japanese brands in terms of sophistication and playing experience. Some brands have also created new IP content, which can be better combined with products. There are also brands such as Lesen Robot, the black technology into the creation of automatic shapeshifter mecha, opening the industry."
A number of entrepreneurs who focus on national creation Mecha told reporters that in recent years, the public opinion environment and institutional environment that insist on cultural confidence and protect intellectual property rights have provided a good space for the development of national creation Mecha. But in general, the lack of big IP, consumer attention still needs to continue to cultivate.
"In Mecha circles, Gundam and Transformers are the absolute mainstream. When it comes to domestic products, many players' first reaction is' inferior 'or' copycat ', unwilling to pay a relatively high price, even if the quality is first-class. To make a breakthrough in such industry environment and circle atmosphere requires a long-term accumulation process." "Gundam was born in 1979 and Transformers in 1984. It took two generations of efforts to establish a strong brand appeal. We want to be a long-term business, not a temporary business."
