---
title: "Creating a Billion-Dollar IP Era: Youxiaojun IP New Product Dealer Tour - Visiting Dunjie"
description: "The article discusses the growing importance of IP in the FMCG industry, highlighting Disney's acquisition of 21st Century Fox and the success of IP-based toys like Peppa Pig. It introduces Youxiaojun Food's investment in popular IP licenses and its 'IP New Product Dealer Tour' to engage distributors, with the first stop at Dunjie Supply Chain Management in Shijiazhuang, where General Manager Qiang Huitao shares his views on leveraging IP traffic for retail success."
author: "VboeLau"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2018-07-02"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/pccD_hi5E01YANvAXeeUYg"
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# Creating a Billion-Dollar IP Era: Youxiaojun IP New Product Dealer Tour - Visiting Dunjie

> The article discusses the growing importance of IP in the FMCG industry, highlighting Disney's acquisition of 21st Century Fox and the success of IP-based toys like Peppa Pig. It introduces Youxiaojun Food's investment in popular IP licenses and its 'IP New Product Dealer Tour' to engage distributors, with the first stop at Dunjie Supply Chain Management in Shijiazhuang, where General Manager Qiang Huitao shares his views on leveraging IP traffic for retail success.

**Before we begin, here are two recent news items.**
First: The U.S. Department of Justice recently approved, with conditions, Walt Disney's acquisition of 21st Century Fox for $71.3 billion (approximately 470.6 billion RMB). That figure exceeds the annual GDP of Uzbekistan! After acquiring Pixar, Marvel, and Lucasfilm, the immensely wealthy Disney is expanding its empire once again.
Second: During the recent JD.com 618 shopping festival, sales of Peppa Pig toys were 8 times higher than the same period last year, while PAW Patrol sales soared to 580 times the previous year's figure! Major brands collaborated with various IPs to create new marketing strategies, igniting consumer enthusiasm through seamless online-offline interactions.
**Disney, founded in 1926, has reached its current scale largely thanks to the enduring popularity of its IP characters like Mickey Mouse and Donald Duck.** Among its acquisitions, characters like Iron Man, Captain America, and Jedi Knights have demonstrated the immense traffic effect of IP. Meanwhile, Peppa Pig, a British animation established in 2004, has crossed oceans to spark a 'Peppa Pig craze' in China over the past two years, showcasing the strong vitality of IP.
**Therefore, regardless of industry, IP has the ability to quickly monetize, and this is especially true for FMCG.**
In 2018, Shanghai Youxiaojun Food Co., Ltd. (hereinafter 'Youxiaojun Food') invested nearly 30 million RMB to exclusively acquire licenses for four popular IPs: Peppa Pig, PAW Patrol, Octonauts, and Chuggington. They launched new IP series products including lactic acid bacteria drinks and formulated milk beverages, receiving widespread industry acclaim.
To help distributors, terminal store owners, and consumers understand what IP is and why IP is the next development trend in beverages, Youxiaojun Food launched the **'Youxiaojun IP New Product Dealer Tour'** . We will engage in in-depth exchanges with regional well-known distributors to envision the future billion-dollar IP market.
The first stop of the tour was at **Dunjie Supply Chain Management Co., Ltd. (hereinafter 'Dunjie')** in Shijiazhuang, Hebei Province, where we interviewed General Manager Qiang Huitao. By chance, Qiang saw Youxiaojun's IP new product series and expressed strong interest. Qiang introduced that Dunjie is a localized B2B platform that transformed from an ordinary second-tier distributor into a well-known regional B2B FMCG platform in just over half a year, now controlling supply chains for over 5,000 supermarkets and convenience stores in Shijiazhuang.
Qiang Huitao (center) with Youxiaojun staff
During the transformation, Dunjie deeply embraced the new retail concept, focusing on the scale effect brought by 'IP traffic.' In the interview, Qiang stated that in the context of consumption upgrades, profit margins for traditional products are being squeezed. Distributors representing first-tier brands commonly face issues like overstocking and poor cash flow, ultimately lacking a star product that can achieve rapid sell-through.
The traffic effect inherent in Youxiaojun's IP series caught his attention. Qiang cited his own experience: 'IPs like Peppa Pig and PAW Patrol are extremely popular among children. My two-year-old daughter often watches these cartoons. Kids may not know many words or speak clearly, but these IP images are deeply imprinted in their minds. When parents take children shopping, products with these IPs easily resonate with kids, influencing parents' purchasing decisions.'
At the recently concluded Jingzheng Jinan Baby Products Expo, Youxiaojun's baby and child channel products made a splash. Many children clung to products featuring PAW Patrol and Octonauts characters, and one child with unclear speech could name all the PAW Patrol members.
Qiang noted that in the surging new retail wave, many distributors are considering transformation. In the future, single-channel distributors will inevitably struggle to survive, and 'traffic' will directly determine the outcome of transformation. The old doctrines of 'product is king,' 'terminal is king,' and 'channel is king' will gradually become outdated, and 'IP is king' will be the next development point under the new retail trend.
According to incomplete statistics, **the combined views for just Peppa Pig, PAW Patrol, and Octonauts in mainland China have exceeded 160 billion.** This astonishing number is precisely what new retail pioneers like Qiang focus on. Dunjie aims to create star stores with traffic effects, and Youxiaojun's IP series products highly align with this requirement.
In new retail channels, products without selling points or traffic almost directly lose the opportunity to enter core stores. Youxiaojun's IP series products capture consumer attention through box displays and other measures, creating small but beautiful IP product zones, providing distributors with more bargaining power. Qiang firmly believes that with their combined efforts, they can quickly open the market and achieve rapid sell-through.
'Any product must make a strong debut at launch, otherwise terminal outlets will lack momentum and later sales will be difficult to drive. Youxiaojun's IP products can help distributors complete rapid distribution and sell-through in the early stages, allowing this IP with over a hundred billion views to complement my star stores and achieve a perfect synergy.' Qiang has already envisioned the development blueprint.
Join forces with mainstream IPs, authoritative product matrix, for those who want to grow their business, providing the industry with product and channel solutions. Youxiaojun IP series products embark on a new journey, sharing the global billion-dollar traffic and the self-selling lactic acid bacteria market with ambitious distributors nationwide!
**Scan the QR code to learn more about anime IP products**
**(Peppa Pig, PAW Patrol, Octonauts)**
**Central China Region**
(Hubei, Hunan, Henan, Jiangxi)
Liu Huibo
**North China Region**
(Beijing, Tianjin, Hebei, Shanxi, Inner Mongolia)
Ji Qian
**Northeast and South China Regions**
(Guangdong, Guangxi, Hainan, Liaoning, Jilin, Heilongjiang)
Bai Yongwang
**East China Region**
(Shandong, Jiangsu, Anhui, Zhejiang, Fujian, Shanghai)
Yin Lili
**Southwest Region**
(Sichuan, Yunnan, Guizhou, Tibet, Chongqing)
Sun Lili
**Northwest Region and Others**
(Ningxia, Xinjiang, Qinghai, Shaanxi, Gansu)
Investment Promotion Customer Service Center, Investment Promotion Director · Wen Yang
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