Netflix正試圖將其熱播劇《魷魚游戲》(Squid Game)打造成時尚熱門。本周早些時候,這家流媒體巨頭在其運營不久的Netflix在線商店中添加了魷魚游戲的同款服裝,包括T恤和衛(wèi)衣等。
但Netflix面臨著一場戰(zhàn)斗,與涌入亞馬遜(Amazon)、Etsy和eBay的非官方性質的粉絲商品展開競爭。對該公司來說,這是一個教訓:銷售網(wǎng)絡熱梗同款商品可能相當困難。
9月21日,在全球上線僅4天的大逃殺驚悚片《魷魚游戲》就成為了Netflix在美國的收視冠軍。Netflix花了兩周時間才開始銷售與劇集相關的商品,而此時,電視劇中標志性的綠色運動服,早已在互聯(lián)網(wǎng)上泛濫。
去年夏天,Netflix推出了幾十款包括定制款在內的產品。這些產品基于熱門電影《亞森·羅賓》(Lupin)、《怪奇物語》(Stranger Things)、《巫師》(The Witcher)、《性教育》(Sex Education),以及《伊甸》(Eden)、《武士彌助》(Yasuke)等動漫作品,現(xiàn)在又有了《魷魚游戲》。但這些產品的價格,絕對不以普通大眾為目標受眾——一件T恤賣35美元,連帽衫賣50美元,棒球帽賣60美元,短褲賣70美元。甚至還有售價135美元的玩具和珠寶,以及售價250美元的限量版收藏雕像。
2017年,Netflix與Target達成授權協(xié)議,銷售與科幻恐怖系列《怪奇物語》在萬圣節(jié)首映相關的商品——這是其首次涉足商業(yè)領域。去年,Netflix從耐克(Nike)聘請了喬什·西蒙擔任公司首位消費產品副總裁。西蒙將他的團隊從20名員工擴大至60名員工,從迪士尼(Disney)、美泰(Mattel)和三麗鷗(Sanrio)挖走人才,并與沃爾瑪(Walmart)和絲芙蘭(Sephora)等零售商達成授權協(xié)議。2021年6月,西蒙推出了Netflix在美國的電子商務商店,當時Netflix告訴《財富》雜志,這一項目計劃向海外擴張。
雖然網(wǎng)站已經(jīng)增加了10件魷魚游戲同款T恤和衛(wèi)衣,數(shù)量比商店里任何其他特許經(jīng)營產品都來得多,但是,網(wǎng)站上仍然沒有上線萬圣節(jié)服裝。Netflix向《財富》雜志證實,未來三周內,該公司沒有在門店中添加任何新的魷魚游戲相關商品的計劃。但持續(xù)跟蹤用戶對特定主題搜索興趣的谷歌Trends的數(shù)據(jù)顯示,受《魷魚游戲》啟發(fā)的萬圣節(jié)服裝,比如綠色運動服,需求量正越來越大。而通過亞馬遜等非官方渠道售賣產品的線上商家,正在努力滿足這些需求。
由于用戶增長放緩,Netflix面臨著來自投資者的壓力,該公司正尋求拓展新業(yè)務。Netflix已經(jīng)宣布進軍包括在流媒體訂閱中的手機游戲領域,目前正在波蘭進行測試。但是,目前尚不清楚該公司對直接在網(wǎng)上向消費者銷售節(jié)目衍生產品的認真程度。迪士尼等其他影視公司已經(jīng)通過這種方式賺得盆滿缽滿,但目前,對于Netflix來說,這還只是一個實驗。
今年晚些時候的假期期間,Netflix計劃推出一系列大片,比如由好萊塢重量級演員瑞安·雷諾茲、蓋爾·加朵和巨石強森主演的《紅色通緝令》(Red Notice)。目前還沒有消息表明Netflix是否會針對這部斥資巨大的影片出售相關商品。
至于未經(jīng)授權的《魷魚游戲》商品,或許也不會持續(xù)太久。在過去的幾天里,亞馬遜已經(jīng)開始撤下其中一部分商品。(財富中文網(wǎng))
編譯:楊二一
Netflix正試圖將其熱播劇《魷魚游戲》(Squid Game)打造成時尚熱門。本周早些時候,這家流媒體巨頭在其運營不久的Netflix在線商店中添加了魷魚游戲的同款服裝,包括T恤和衛(wèi)衣等。
但Netflix面臨著一場戰(zhàn)斗,與涌入亞馬遜(Amazon)、Etsy和eBay的非官方性質的粉絲商品展開競爭。對該公司來說,這是一個教訓:銷售網(wǎng)絡熱梗同款商品可能相當困難。
9月21日,在全球上線僅4天的大逃殺驚悚片《魷魚游戲》就成為了Netflix在美國的收視冠軍。Netflix花了兩周時間才開始銷售與劇集相關的商品,而此時,電視劇中標志性的綠色運動服,早已在互聯(lián)網(wǎng)上泛濫。
去年夏天,Netflix推出了幾十款包括定制款在內的產品。這些產品基于熱門電影《亞森·羅賓》(Lupin)、《怪奇物語》(Stranger Things)、《巫師》(The Witcher)、《性教育》(Sex Education),以及《伊甸》(Eden)、《武士彌助》(Yasuke)等動漫作品,現(xiàn)在又有了《魷魚游戲》。但這些產品的價格,絕對不以普通大眾為目標受眾——一件T恤賣35美元,連帽衫賣50美元,棒球帽賣60美元,短褲賣70美元。甚至還有售價135美元的玩具和珠寶,以及售價250美元的限量版收藏雕像。
2017年,Netflix與Target達成授權協(xié)議,銷售與科幻恐怖系列《怪奇物語》在萬圣節(jié)首映相關的商品——這是其首次涉足商業(yè)領域。去年,Netflix從耐克(Nike)聘請了喬什·西蒙擔任公司首位消費產品副總裁。西蒙將他的團隊從20名員工擴大至60名員工,從迪士尼(Disney)、美泰(Mattel)和三麗鷗(Sanrio)挖走人才,并與沃爾瑪(Walmart)和絲芙蘭(Sephora)等零售商達成授權協(xié)議。2021年6月,西蒙推出了Netflix在美國的電子商務商店,當時Netflix告訴《財富》雜志,這一項目計劃向海外擴張。
雖然網(wǎng)站已經(jīng)增加了10件魷魚游戲同款T恤和衛(wèi)衣,數(shù)量比商店里任何其他特許經(jīng)營產品都來得多,但是,網(wǎng)站上仍然沒有上線萬圣節(jié)服裝。Netflix向《財富》雜志證實,未來三周內,該公司沒有在門店中添加任何新的魷魚游戲相關商品的計劃。但持續(xù)跟蹤用戶對特定主題搜索興趣的谷歌Trends的數(shù)據(jù)顯示,受《魷魚游戲》啟發(fā)的萬圣節(jié)服裝,比如綠色運動服,需求量正越來越大。而通過亞馬遜等非官方渠道售賣產品的線上商家,正在努力滿足這些需求。
由于用戶增長放緩,Netflix面臨著來自投資者的壓力,該公司正尋求拓展新業(yè)務。Netflix已經(jīng)宣布進軍包括在流媒體訂閱中的手機游戲領域,目前正在波蘭進行測試。但是,目前尚不清楚該公司對直接在網(wǎng)上向消費者銷售節(jié)目衍生產品的認真程度。迪士尼等其他影視公司已經(jīng)通過這種方式賺得盆滿缽滿,但目前,對于Netflix來說,這還只是一個實驗。
今年晚些時候的假期期間,Netflix計劃推出一系列大片,比如由好萊塢重量級演員瑞安·雷諾茲、蓋爾·加朵和巨石強森主演的《紅色通緝令》(Red Notice)。目前還沒有消息表明Netflix是否會針對這部斥資巨大的影片出售相關商品。
至于未經(jīng)授權的《魷魚游戲》商品,或許也不會持續(xù)太久。在過去的幾天里,亞馬遜已經(jīng)開始撤下其中一部分商品。(財富中文網(wǎng))
編譯:楊二一
Netflix is trying to turn its hit Squid Game series into a fashion hit too. Earlier this week, the streaming giant added Squid Game apparel—T-shirts and hoodies—to its fledgling Netflix online store.
But Netflix has a battle on its hands competing with unofficial fan products flooding Amazon, Etsy, and eBay. For the company, it’s a lesson learned: Selling meme merchandise can be difficult.
Squid Game, a survival thriller from South Korea, became the No. 1 Netflix series in the U.S. on Sept. 21, just four days after its global release. It took Netflix two weeks to start selling series-related goods, by which time the show’s iconic green tracksuits had already flooded the Internet.
Launched this past summer, Netflix’s store features a few dozen items—some customizable—based on hits like Lupin, Stranger Things, The Witcher, Sex Education, anime titles like Eden and Yasuke, and now Squid Game. But prices are anything but mass market. T-shirts sell for $35, hoodies $50, baseball caps $60, and shorts for a whopping $70. There are also toys and jewelry selling for $135, and a limited-edition collectible statue for $250.
Netflix first ventured into merchandising in 2017 through a licensing deal with Target to sell Stranger Things goods tied to the Halloween premiere of the science-fiction horror series. Then, last year, the company recruited Josh Simon from Nike to become its first vice president of consumer products. Simon grew his team from 20 to 60 employees, hiring away talent from Disney, Mattel, and Sanrio, and struck licensing deals with other retailers including Walmart and Sephora. In June 2021 he launched Netflix’s U.S. e-commerce shop, which Netflix told Fortune it plans to expand abroad.
Although it has added 10 Squid Game T-shirts and hoodies—more items than any other franchise in the shop—there are no Halloween costumes available on the site. Netflix has confirmed with Fortune that it has no plans to add any new Squid Game merchandise to its store in the next three weeks. But Halloween costumes inspired by Squid Game, such as those green tracksuits, are in growing demand, according to Google Trends, which tracks search interest in particular topics over time. Unofficial online merchants selling through Amazon and elsewhere are trying to meet the demand.
Under pressure from investors because of slowing subscriber growth, Netflix is looking to expand into new businesses. It has already announced a push into mobile gaming, which would be included in streaming subscriptions and is currently being tested in Poland. But it’s unclear how serious the company is about selling products based on its shows directly to consumers online, which other movie studios like Disney have turned into big money. For now, it’s just an experiment for Netflix.
Later this year, during the holiday season, Netflix plans a number of blockbuster releases like Red Notice, starring Hollywood heavyweights Ryan Reynolds, Gal Gadot, and Dwayne “The Rock” Johnson. There’s no word yet on whether Netflix will sell merchandise to go with its big budget releases.
As for the unauthorized Squid Game merchandise available, well, that may not be for too long. In the past few days, Amazon, for one, has started to take down at least some of those items.