第38届国际玩具和潮玩（深圳）博览会

2026年4月9-11日 深圳国际会展中央（宝安区）

一般来讲，每一年的生肖城市是昔时很是具备热度的动物，相干的IP形象也会迎来一波存眷。2024年夏历是甲辰龙年，但率先走红、激发追捧的却不是传统的“中国龙”形象，而是一只可爱的异星幼龙，名字为“奶龙”。

“奶龙”降生在2020年头，短短4年多的时间里便乐成跻身中国原创IP顶风行列，这暗地里有哪些值患上人寻思及借鉴的经验呢？“奶龙”的版权方第七印象文化传媒（深圳）有限公司（下称“第七印象”）的市场团队，日前接管中外玩具全媒体中央记者采访，揭秘了“奶龙”降生、发展、走红暗地里的故事。

初心：实现动漫梦通报正能量

“奶龙”是一只拥有“duangduang”年夜肚子的黄皮肤异星幼龙，并且还有是一枚呆萌可爱又带点小机警的吃货。提及创作“奶龙”的初心，不能不提第七印象总司理、“奶龙”动画总导演和总编剧谢承恩。

据先容，谢承恩于少年期间一次偶尔的机缘下，接触到动画并孕育发生了稠密兴致，他经由过程自学动画进入ACG动漫范畴，从一位实习动画师一步步走向动画导演，在2017年景立第七印象开启他的影视动画事业，他刻意要做好本身的原创动画及影戏，为中国动画突起出一份气力。他看到如今许多人于糊口重压下过患上其实不欢愉，但愿能创作一个温暖治愈赐与各人欢喜的可爱伙伴，便领导出一支专业团队创造了“奶龙”“小七”“暴暴龙”等脚色并睁开一系列故事，陪伴各人一路冒险及发展，立志带给不雅众永远连结乐不雅、敢于测验考试及立异的正能量精力。

“咱们团队于创作‘奶龙’IP的历程中，也曾经经遭到过一些质疑甚至讽刺，但咱们顶住了这些压力。于整个IP降生时期，团队于形象、故事、性格等多方面做过许多测验考试及调解，逐步才蜕变成此刻的‘奶龙’。”市场团队成员先容说，于他们的设定中，无论糊口怎样摧残或者碾压“奶龙”，它依然会反弹过来微笑面临一切，以是说“我的年夜肚肚真的很酷酷”的“奶龙”的可爱是有立场的。

创作：输出短视频+番剧优质内容

于快节拍的糊口中，人们更喜欢不雅看时间短、内容有趣且治愈的视频。第七印象洞悉到了消费者的这一视频不雅看偏好，以短视频的情势推出了“奶龙”。据不雅察，“奶龙”相干短视频时长绝年夜大都都是几十秒到一分多钟之间，且内容幽默诙谐、轻松治愈。

“2020年头‘奶龙’正式上线后，便依附着软萌讨喜的形象、乐不雅向上的性格深受粉丝喜爱，而咱们连续输出的优质内容也不停吸引着新的年青粉丝。”市场团队成员先容说，颠末他们不懈地对峙与创作，截至今朝，“奶龙”全网粉丝量已经冲破3500万，视频播放量超1000亿次。

除了了于短视频平台成长外，第七印象还有于各年夜视频网站平台上线了“奶龙”动画剧集。好比2022年于各年夜平台陆续上线了短视频内容合集《奶龙》（截至2024年1月30日已经更新221集，以后还有会连续更新）。2023年，于“奶龙”短视频基础上精编重制刊行的新专辑《奶龙爆笑嘉年华》总计35集，已经完结；上线了番剧系列第一季《奶龙弄怪高文战》，全数40集已经更新完结。

本年1月25日，“奶龙”第二季番剧《奶龙与小七之年夜战暴暴龙》也已经全网上线。“‘奶龙’第二季番剧上线首日，冲上爱奇艺全站总榜第3、爱奇艺儿童飙升榜第一；优酷视频平台搜刮指数冲破60万+；腾讯视频平台上线三小时热度破万，登上当日百口欢榜第1、当日飙升榜第六。”据先容，《奶龙与小七之年夜战暴暴龙》除了了于视频网站更新外，还有自2月1日起，于优漫卡通、嘉佳卡通等上星卫视重磅开播。

流传：内容推广与授权互助联合

一个IP的走红除了了有内容的支撑外，还有要有广泛、多维的宣传通道。以“奶龙”来看，今朝，该IP相干视频已经实此刻天下31个省各年夜运营商平台播出；从腾讯视频、爱奇艺、优酷、B站等收集视频平台，到中国电信、中国联通、中国挪动、广电等通讯电信运营商，再到小米、华为、海信等互联网电视平台，“奶龙”视频险些笼罩所有智能终端厂商。

“也就是说，小伴侣们、年夜伴侣们不管打开哪一个平台，均可以看到‘奶龙’，真正意义上做到了触碰用户的不雅看进口以和渠道。经由过程这些也申明，‘奶龙’已经经正式涉及到头部内容的播放尺度及效果。”

内容流传以外，第七印象还有经由过程推出社交平台心情包、授权互助开发“奶龙”衍生品等情势，助力“奶龙”进一步出圈。特别是，有用地授权互助对于IP的宣传意义庞大，而“奶龙”也已经经从中受益。

好比，产物授权方面的奶龙毛绒玩偶。据先容，2023年底，奶龙结合多爱、山姆推出了1米以上尺寸奶龙毛绒玩偶，“山姆奶龙”一度成为热点话题。“根据中国香港有关媒体报导，山姆巨型奶龙毛绒玩偶于港圈的二手市场价格已经冲破1000港币。”市场团队成员暗示，此次互助使患上“奶龙”商品价值维度从本来的几十元冲破到了几千元，从本来的没有场景冲破到了更多维的会员体系场景。

∆网友返图

再好比，2023年，“奶龙”与杭州西溪印象城互助的线下美陈展，是空间授权的乐成案例。本次美陈展是西溪印象城10周年庆勾当项目之一，也是“奶龙”天下贸易美陈首展。展览的前3天全网暴光冲破1.8亿次，60天的展期总计有近5亿次暴光。

∆“奶龙”天下贸易美陈首展

授权：筛选伙伴提供多重撑持

作为当红IP，想要得到“奶龙”授权的品牌不可胜数。截至今朝，“奶龙”已经经与阿迪达斯、阿尔卑斯、惠普、Crocs、奥利奥等国际知名品牌互助；互助的海内品牌更多，如沪上姨妈、王小卤、图拉斯、滴滴青桔、珀莱雅等。

奶龙 x KATO-KATO

奶龙 x 图拉斯

奶龙 x 滴滴青桔

奶龙 x baidu舆图

“今朝来看，依附着‘奶龙’的流量和市场热度，项目遍及遭到市场的必定。于选择互助方时，咱们起首倾向在海内外头部品牌力较强的企业，以和有头部IP互助经验的优异企业。”市场团队成员先容说。

第七印象作为版权方，也会赐与被授权方多方位的撑持。“咱们与客户确认互助瓜葛后，会于设计开发方面与客户举行较为频仍的沟通和磨合，力图于开发轫赐与较高效的办事。”此外，第七印象有本身的发卖渠道如天猫旗舰店，可以对于客户举行体系反采，于主题店、快闪店举行发卖；宣传推广方面，全网拥有3500万以上粉丝用户的“奶龙”IP，于抖音、小红书、微博、微信等都有极高的热度和浏览量，这些年夜年夜满意互助方的宣传需求。

瞻望：看好市场远景做好计划

谈和当前海内的授权市场，第七印象市场团队成员暗示成长空间年夜，有益在气势派头差别、有各自特色的IP孕育和发展。“咱们也笃信这类彼此的发展更是一种良性竞争，会让咱们更多的偕行特别是国漫IP获得更多的进修和成长。”

已往几年，“奶龙”已经经堆集了较高的知名度及人气，这在企业而言是利好也是挑战，由于接下来要支付更多的努力去维持、延伸IP的热度。第七印象市场团队成员告诉记者，企业早已经制订好了本年“奶龙”的成长计划，并且险些笼罩到整年每一个月，此中包括美陈、快闪、图书出书物刊行、热点游戏、最新番剧，以和海内外知名品牌配合推广等。“‘奶龙’今朝是全品类都开放授权，比力看好的互助品类有母婴、餐饮、家居、日用百货、服装等。”

∆奶龙主题列车（杭州3号线）

展前预报：第七印象行将表态2024年4月8-10日深圳国际授权展（展位号：16A37），接待前来观光、洽谈互助。

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CONNECT:[ UseTime:0.007242s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004929s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004497s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004772s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004967s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004526s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004770s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.004371s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004731s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004283s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004687s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004362s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004471s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004369s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004330s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004321s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004383s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004293s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004236s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004403s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004271s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004385s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.004278s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004394s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004829s ]SELECT * FROM `ta_article` WHERE `id` = 280 LIMIT 1 [ RunTime:0.006708s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004499s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004439s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004767s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004270s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004319s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004355s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004391s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004385s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004289s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.004308s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004309s ]SELECT `id` FROM `ta_cate` WHERE `module_id` = 19 [ RunTime:0.004302s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004399s ]SELECT * FROM `ta_field` WHERE `module_id` = 6 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004407s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004367s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004334s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 6 LIMIT 1 [ RunTime:0.004296s ]SHOW FULL COLUMNS FROM `ta_users_type` [ RunTime:0.004844s ]SELECT `id`,`name` FROM `ta_users_type` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004307s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '1' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004331s ]UPDATE `ta_article` SET `hits` = `hits` + 1 WHERE `id` = 280 [ RunTime:0.016381s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004357s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004446s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.004420s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 17 ORDER BY `sort` DESC [ RunTime:0.004829s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004436s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004342s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004386s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004338s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004359s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004492s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004406s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004421s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 18 ORDER BY `sort` DESC [ RunTime:0.004799s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004341s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004386s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004336s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004332s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004428s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004352s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004277s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 19 ORDER BY `sort` DESC [ RunTime:0.004826s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004295s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004257s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004262s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 20 ORDER BY `sort` DESC [ RunTime:0.005186s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004275s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004293s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004391s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004344s ]-必一运动官网