电影《哪吒之魔童闹海》火爆上映，不仅票房大卖，衍生品市场也跟着沸腾起来！粉丝们清空库存不算，还自己动手DIY，从玩偶到食品，创意无限。这股热潮，你赶上了吗？

Fans of record-breaking blockbuster Chinese movie Ne Zha 2are making significant waves in the derivatives market, clearing out retailer inventories and even creating DIY character-shaped dolls and food items.

中国纪录级大片《哪吒之魔童闹海》的粉丝们在衍生品市场掀起了一股热潮，不仅迅速扫空了零售商的库存，还激发了众多粉丝的DIY创意，从玩偶到食品，各种角色造型层出不穷。

Since the film's debut on the first day of the Chinese New Year, which was Jan 29 this year, sales of its collectibles, ranging from mystery toy boxes and cards to fridge magnets and badges, have reportedly topped 50 million yuan ($6.97 million) on Taobao, a leading e-commerce platform in China.

据悉，自今年1月29日影片首映以来，淘宝网上各类与电影相关的衍生品，如神秘玩具盒、卡片、冰箱贴和徽章等，销售额已飙升至5000万元人民币（约697万美元）。

This sequel to the 2019 hit Ne Zha, with inspirations derived from Chinese mythological tales, has already drawn over 200 million cinema-goers, the highest number in the country's film history.

这部取材于中国神话故事的影片作为2019年大热之作《哪吒之魔童降世》的续集，已吸引了超过2亿人次的观众，刷新了中国电影史的观影纪录。

The film became an instant holiday box office hit thanks to its contemporary re-imagination of Ne Zha, a well-known mythical figure with extraordinary powers, and via its intriguing plot twists.

影片以现代视角重塑了哪吒这位法力无边的神话人物，剧情跌宕起伏，引人入胜，上映后即稳居假日票房榜首。

Customers inquiring about toys featuring characters from the film are often left disappointed at stores across China. A salesperson at a trendy toy store in downtown Nanjing in East China's Jiangsu province said even display samples were sold out. "We expect to restock items like laser cards later."

然而，在中国各地的商店里，粉丝们却常常因找不到以电影中人物为主题的玩具而感到遗憾。南京市中心一家时尚玩具店的销售人员表示，即便是展示用的样品也已被抢购一空，他们期待着未来能重新进货，如镭射卡等热门商品。

Notably, Hunan Sunny & Sandy Toys Manufacturer Co Ltd, the film's sole licensed manufacturer of 3D food-grade plastic toys in China, reported sales of over 450,000 mystery toy box sets through live-streaming in just 11 days -- ranking first in terms of the sales of board-game merchandise on the video platform. In addition, more than 10 million of these sets have been sold through offline partnerships.

值得注意的是，该片在中国唯一授权生产3D食品级塑料玩具的湖南桑尼森迪玩具制造有限公司报告称，通过直播，他们在短短11天内售出了超过45万套神秘玩具盒，这一成绩在视频平台的棋牌游戏商品中排名第一。此外，通过线下合作，这些玩具套装的销量更是突破了1000万套大关。

Yang Zhenlin, assistant to the company's chairman, said their factory workshops had to resume operations ahead of schedule after the Spring Festival holiday, with their hundreds of staff members working tirelessly to replenish inventory. "We had great confidence in the film even before its release, so we promptly secured the copyright," Yang told Xinhua.

该公司董事长助理杨振麟透露，为了满足市场需求，春节假期后他们的工厂车间不得不提前恢复运营，数百名员工加班加点以补充库存。“我们在影片上映前就对其充满信心，因此及时获得了版权。”他说道。

This week, on e-commerce platforms, some stores have gradually restored supplies. Businesses in the second-hand market have remained brisk.

本周，随着电商平台的逐步补货，一些店铺的供应情况有所改善。但与此同时，二手市场的交易依然火热。

Fans have also discovered that the gold bracelets they had purchased after the first Ne Zha film came out in 2019, with designs inspired by the "universe ring" on Ne zha's arm, have tripled in value on the second-hand market, thanks to both the success of Ne Zha 2and a higher gold price.

影迷们还发现，他们在2019年第一部《哪吒之魔童降世》上映后购买的、设计灵感来源于哪吒手臂上“乾坤圈”的金手镯，如今在《哪吒2》的成功和金价上涨的双重作用下，二手市场上的价值已经翻了三倍。

Some fans have gone so far as to make their own versions of it, using wood, plasticine, flour and even thread. Coinciding with the Lantern Festival on Feb 12, netizens shared creative improvisations of Ne Zha-shaped glutinous rice dumplings, a festive food.

一些粉丝更是亲自动手，用木头、塑化剂、面粉甚至线等材料制作自己的哪吒角色模型。恰逢元宵节，网友们纷纷晒出自己制作的哪吒造型糯米汤圆，为节日增添了一份别样的乐趣。

Miao Lingyi, a 10-year-old girl living in East China's Shanghai, expressed her admiration for the character Ao Bing, the son of the Dragon King, stating her desire to use her pocket money to buy a collectible featuring him. "I really love the character and I don't mind waiting a while for the collectible," she said.

来自上海的10岁女孩苗凌怡表达了她对龙王之子敖丙的喜爱之情，并表示愿意用零花钱购买一件以敖丙为主题的收藏品。她说：“我真的很喜欢这个角色，所以我不介意等一段时间再入手这个收藏品。”

According to experts, the film's huge success stemming from its captivating plot and stunning special effects, has evoked emotional attachment and resonance with characters among its audiences, while some related products feature limited edition designs -- thereby enhancing their value as collectibles and stimulating consumer purchasing enthusiasm.

专家认为，这部电影的巨大成功得益于其引人入胜的情节和震撼的特效，这些元素共同激发了观众对角色的情感共鸣和依恋。同时，一些相关产品的限量版设计也提升了其收藏价值，进一步激发了消费者的购买热情。

编辑 | ETTBL商务英语翻译
翻译｜Romola
来源｜China Daily
声明｜配图取自网络，仅供学习分享使用，侵删