Core Viewpoint - The recent controversy surrounding the promotional video for the new "Detective Conan" building blocks by the brand Blokus highlights the importance of understanding fan sentiments in the IP derivative product market, showcasing the brand's quick response to public backlash and its implications for future marketing strategies [2][4][31]. Company Overview - Blokus, established in 2014, has become the largest building block character toy company in China and the third largest globally, currently transitioning from a children's toy market to a broader audience [7]. - The company went public on the Hong Kong Stock Exchange in early 2023, with an initial share price of HKD 60.35, which rose over 81.61% on the first trading day, reflecting strong market confidence in the collectible toy sector and the Blokus brand [8]. Sales Performance - As of now, the cumulative sales of the "Detective Conan" building blocks have exceeded 2000 units across platforms like Tmall, Douyin, and Pinduoduo, indicating a positive market reception despite the initial backlash [7]. - In the past year, Blokus achieved a revenue of CNY 2.241 billion, marking a year-on-year growth of 155.6%, with major IP products like Ultraman and Transformers contributing to 90% of its revenue [11]. Product Strategy - Blokus has diversified its product offerings, with over 431 SKUs available, of which more than 95% target consumers aged 16 and below, maintaining a price range from CNY 9.9 to CNY 399 [13][11]. - The brand's strategy includes leveraging popular IPs to attract various consumer demographics, enhancing its brand influence in the domestic building block toy market [19][24]. Marketing and Consumer Engagement - The brand's marketing approach must adapt to the differing consumer demands associated with various IPs, as evidenced by the backlash from "Detective Conan" fans due to perceived disrespect towards the characters [27][29]. - Blokus's rapid response to the controversy, including the removal of the promotional video and public apologies, demonstrates the necessity of aligning marketing strategies with fan expectations to avoid damaging brand reputation [4][31]. Future Outlook - Blokus aims to expand its target audience while continuing to innovate its product offerings and marketing strategies, recognizing the need for ongoing improvement in engaging with diverse IP fan bases [24][34].
24小时滑跪柯南粉丝，是布鲁可“做大做强”的必经之路？