On December 2, 2015. Tejas Jewelry and GHS held the Kung Fu Panda Derivative Product Launch Event in Beijing. Attendants included Zhu Chenghua, vice president of Oriental Dreamworks, Yang Limei, chairman of Tejas Jewelry, Yin Wenyue, general manager of Tejas Jewelry, Yang Wei, vice general manager of Tejas Jewelry, Jason Kong, chairman of GHS, and Sammi Chen, general manager of GHS. Derivative products specially made by Tejas Jewelry were officially released in the event and will be sold on December 13 to domestic consumers by GHS as the first platform covering a full range of draw-bar suitcases, containing boxes, backpacks, etc.. This event aims to warm up the movie Kung Fu Panda 3 which is going to be released on the next January 29.
The launch event starting with a show performed by cute “Kung Fu kids”
A new Chinese power promoting the development of cultural and creative industries with respect to movies
It is reported that Kung Fu Panda 3 is filmed and invested by China Film Co., Ltd., Oriental Works and DreamWorks SKG. It’s a highly anticipated movie made by China and America for the first time. Judging from released movie clips, the movie has been integrated with more Chinese stories in contents and Chinese products in film-making.
China Film Co., Ltd., Oriental Works and DreamWorks SKG talking freely about the development of movie derivative market
“Kung Fu Panda 3’s Chinese version is produced by Oriental Works’ local team. The movie contains many Chinese features from scenes, characters’ movements of lips and facial expressions to lines,” said Zhu Chenghua, “We hope to develop movie derivative product business together with local partners such as Tejas Jewelry and GHS and to provide rich and high-quality products for consumers by focusing on the value of the derivative product itself.”
Po’s appearance attracting people’s eyes
The released movie derivative products are produced by China’s emerging powers. Tejas Jewelry, the producer and operator, is an emerging brand in China and GHS, the distributor, is China’s leading omnimedia retailer that owns nationwide TV shopping channels with the highest market value and well-functioned mobile shopping platform. This time, Oriental Works empowers Tejas Jewelry to produce and operate Kung Fu Panda’s derivative products and together with Tejas Jewelry chooses GHS to be the first platform to release these products, which demonstrates Tejas Jewelry’s originality and GHS’ strong sales capability.
GHS first releases Kung Fu Panda’s derivative products via TV shopping channel across China
Now, China is the 2nd largest movie market, but its movie derivative market is still in the early stage of development. Jason Kong thinks, in cultural and creative industries with respect to movies, box office should be only a part, and derivative product development and authorized IP operation are a key part for the industry’s sustainable industrial development. But currently, the industry’s development and operation in derivative products still lags behind Hollywood.
Po showing up in the launch event
“GHS’ TV shopping platform is a channel industry in cultural and creative industries, which is naturally connected with movie derivative products. The channel can both promote movies and help movie derivative products enter domestic market,” said Jason Kong in an interview. It is reported the GHS platform will be the first to release Kung Fu Panda derivative products including draw-bar suitcases, containing boxes and backpacks.
When asked why these products are developed, Yang Limei, chairman of Tejas Jewelry, said, “Kung Fu Panda series are popular around the world and many characters in this animated movie like the ‘Dragon Warrior’ Po are welcomed by global audience. The uniqueness of the movie makes these derivatives usable and commemorative.” Tejas Jewelry even cooperates with designers in Oriental Works and GHS to develop the derivatives.