According to the prospectus, the legend of superstars was founded on 20 17. At the beginning of its establishment, Superstar Legend was a subcontractor of Jay Chou's "Superficial Strongest" concert, and was upgraded to a concert planning service provider in 20 19, serving as a "useful companion" for Jay Chou's music industry. In addition, Superstar Legend owns the Jay Chou reality show Weekly Travels and its IP, and also signed an IP licensing agreement with Jewel Music, an artist agency owned by Jay Chou, for a period of 10 years, giving priority to broadcasting projects related to Jay Chou and its IP.
In terms of financial data, the incomes of Superstar Legend 20 18, 20 19 and 2020 were 94.68 million yuan, 86.58 million yuan and 457 million yuan respectively. In the first half of 2002/kloc-0, the revenue was 65,438+66 million yuan, down 46.8% from 3120,000 yuan in the same period last year.
In 20 18, 20 19 and 2020, the company's profits are 8.8 million yuan, 22.7 million yuan and 75.6 million yuan respectively. By the first half of 20021,the profit of the legendary period of superstars was 8.29 million yuan, down 87.4% from 65.8 million yuan in the same period last year.
At present, superstar legend mainly has two businesses: one is to make money by event planning and IP programs, related licensing fees, and selling cultural and creative products; Second, sell bulletproof coffee, skin care products and other products (mainly through social e-commerce channels such as WeChat).
In 20 18, as a concert subcontractor, the gross profit margin of superstar legend was only 4.5%. In 20 19, it was upgraded to a concert planning service provider, and its gross profit margin rose to more than 20%. Gross profit is still very low, and basically no money is made. The main income of superstar legend still comes from selling coffee.
By the end of 20 19, the end of 2020 and the first half of 200210, the sales of bullet-proof coffee accounted for 83%, 72.8% and 72.4% of the total revenue, respectively, which has declined in recent years. In 2020, according to the consulting report, Superstar Legend is the largest company in the bulletproof beverage market in China, with a market share of 40.6%.
The most direct cause of the fiery magic bullet-proof coffee is the rise of "ketogenic diet", which is a diet with high fat, medium protein and low carbohydrate. Through the adjustment of diet structure, the metabolic pattern of the body has changed, from burning sugar to burning fat. Magic bullet-proof coffee is a low-carbon weight management drink. By adding fats such as coconut oil and grass-fed butter to coffee, fat can replace carbohydrates as an energy source, making people enter a ketosis state.
Behind the increase in sales of bullet-proof coffee in Magic Box is the influence of "Jay Chou Personal IP". The advertisement of bullet-proof coffee in the magic box not only appeared at the concert in Jay Chou, but also was given as a gift. Jay Chou 2020' s new variety "Travel Notes in a Week" was also implanted in various forms, which formed a strong exposure in the minds of fans.
In 2020, superstar legend sold more than 2 million boxes of bullet-proof coffee.
In addition to the proper use of the fan economy, the magic bullet-proof coffee also hides an important promoter-WeChat business, and Li Ting, the "queen of WeChat business" who once boarded the billboard in Times Square in the United States, is an important hero. From 20 19 to 2020, the total number of dealers and distributors of Magic Box Bulletproof Coffee has surged from more than 3,000 to more than17,000, and most of them are purchased from Kunshan Tingshe, a general distributor under Li Ting.
There is even a paragraph in the prospectus of Superstar Legend that specifically mentions her: "He has been distributing products through social networks since 20 15. Prior to this, he had been engaged in the distribution and sales of clothing products for more than 65,438+00 years. Through these experiences, he established his own dealer network and accumulated experience in distribution business. "
After 2000, Jay Chou almost single-handedly suppressed the spread of Korean Wave in China. Nowadays, Chinese music has entered the era of digital music from traditional records, which has promoted the rapid iteration of musicians. Jay Chou is still standing, and Jay Chou has been ranked first in the popular streaming media list of male singers in China.
In music, there is no doubt about the commercial value of Jay Chou. In 20 19, the total sales volume of a song "Say Don't Cry" exceeded10 million in less than two hours, which became the highest-selling digital single in the history of QQ music platform, which directly led to the doubling of Tencent Music's digital album revenue this quarter, and even the saying that "one person and one song supported the digital album sales of QQ music platform in the third quarter" appeared in the market.
In 2020, Jay Chou's new song "Mojito" paralyzed the major music platforms as soon as it went online. Only one day after its launch, the new songs soared to the top of the list, with sales exceeding 3 million. Jay Chou, who is over 40 years old, still maintains amazing influence.
There are many channels to realize the "fan economy". In addition to the direct consumption behavior carried by idols, basic consumption also includes buying albums, singles, watching movies and paying for online videos. Derivative consumption includes supporting obvious product endorsements, buying magazines, newspapers, and stars with the same clothes.
Jay Chou has basically never fallen out of the Forbes China celebrity list since he entered the Forbes China list, while Jay Chou has basically never participated in any programs in recent years, and his exposure rate is not high. If he only earns money by singing, this income level is far from enough. He once joked with his fans at a concert and said, "I wrote 12 songs. Just listen to them. You don't have to buy them because I don't make money from them."
Today, with the continuous commercialization of IP influence, Jay Chou's commercial value is not only reflected in his main business as an artist, such as releasing albums, giving concerts and making endorsements, but also his commercial IP development is very successful. In addition to constantly using his ip influence to make money, Jay Chou is also very good at realizing the IP of his works.
In 2006, Jay Chou entered the catering industry and opened an Italian restaurant named "Mr. J's Italian-French Kitchen", so he used the school uniform worn by himself and Kwai Lun Mei in the movie "Unspeakable Secret" as a school uniform, and restored grand piano played by Jay Chou and Kwai Lun Mei in the restaurant.
20 12 opened a new restaurant of its own in the business circle of NTU Normal University, and named it after the "Fujiwara Tofu Shop" opened in its first film "Initial D".
In 20 19, Jay Chou, who loves milk tea, quickly laid out and founded the tea brand Mojie's tea. Mojie's tea shop is full of Jay Chou elements: the main color of decoration is Jay Chou's favorite pink, Zhou's cartoon image is stuck on the wall, Jay Chou's songs are played in the shop, and Jay Chou's head is even marked on the bra in 3D. These shops have also become places of pilgrimage for many Jay Chou fans.
In addition, Jay Chou founded his own brand store PHANTACi with his movies, songs and personal ideas as the core concept; Together with Yu Hao, he founded a new piano brand Secret in Nan Quan Mama, and its products include his own piano. At the end of 20 16, Jay Chou and vincent fang joined Aishang Media as the strongest creative consultants and chief cultural officers respectively, and granted Aishang Media the right to adapt ten classic music IP movies, such as The Agreement of Dandelion, Love in BC, Say Good Happiness and Class Two in Three Years, to shoot online dramas or big movies and complete the music IP movie and television plan. On 20 17, Jay Chou also cooperated with IDG to set up the Magic E-sports.
Jay Chou has already spread its business matrix in many fields, such as e-sports, catering and clothing. Besides being a star, he is also a successful "businessman".
In the ownership structure, Jay Chou does not directly hold the shares of Superstar Legend, but Jay Chou's mother Ye Huimei is regarded as the concerted action of the company's controlling shareholder. Before listing, Yang Junrong, director of Ye Huimei and Jay Chou brokerage company, held 50% of the shares of Legend Key and 27.63% of the shares of Superstar Legend respectively. The controlling shareholder group, which is regarded as a concerted action, holds a total of 64.47%.
Vincent fang, a lyricist who has worked with Jay Chou for many years, became the chief cultural officer of Legend of Superstars. The company said that it is exploring the creation of a unique star IP centered on Vincent Fang.
Jay Chou once said his own way of business investment, "All my investments were made after consulting with my mother. In fact, my mother's investment philosophy is better than mine. She still wants me to make music-related investments, such as piano and KTV, which have a lot to do with music. The focus of future investment is to conform to my identity and business laws. The most important thing is that there is no shortage of art. "
Presumably, Jay Chou can seize the fan economy, and successfully make the ip derivative value move from an armchair strategist to real money, which is also inseparable from Ye Huimei's unique vision.