At some point, ‘merchandise’ seems to have seamlessly integrated into our daily lives. If you’re a fan of anime culture, you’re likely very familiar with various anime-related products and purchasing them is second nature. If you’re a coffee enthusiast, you probably recognize the various branded merchandise like coffee mugs, straws, and keychains. If you’re a dedicated music festival goer, you’ll likely end up buying some festival-themed merchandise such as canvas bags, pins, and phone cases from the event’s creative market.
The irresistible allure from figures to daily necessities.
The concept of ‘merchandise’ originally comes from Japanese anime IP derivatives and is mainly divided into two categories: hard merchandise and soft merchandise. The former has limited practicality and is mainly used for appreciation and collection, including models, gacha toys, and figures. The latter is generally more practical and can be considered daily consumer goods, such as stationery, backpacks, and phone cases.
Merchandise has evolved to become cultural derivatives and communication media for brands, and the content and forms of merchandise culture have become increasingly diverse and vibrant.
The Genshin Impact figure by miHoYo, the Ningguang figure, is one such example. Released in 2021, this scaled figure holds significant importance and value among fans. Not only is it a figure, but it also includes scene accessories, perfectly reflecting Ningguang’s in-game image.
The packaging design of the Ningguang figure is very unique, with a large size—30 cm long, over 40 cm wide, and 40 cm deep. It features a bronze-colored finish with the Eye of God emblem in the center. The product name is displayed in the top left corner, while the bottom right corner features a smoke pattern and ginkgo leaf design. These details not only highlight the character’s features but also add artistic value to the figure. The sides of the packaging have a lattice-like hollow structure, which is both aesthetically pleasing and protective. Additionally, Genshin Impact has also released a display box for the Ningguang figure, but it’s available only for a limited time and in limited quantities, making it highly collectible.
If figures are more cherished by male fans, then accessories and everyday items have won the affection of women across all age groups.
Taking Genshin Impact as an example, the game has introduced many characters. Among the popular male characters are Xiao, Zhongli, Kaedehara Kazuha, Kaveh and Alhaitham, Xiao and Kazuha are particularly favored by female players due to their attractive appearances. Kazuha gives off a sunny, refreshing vibe, and his in-game character portrayal has left a lasting impression on players. His Elemental Burst, “Kazuha Slash,” is characterized by a vivid display of swirling maple leaves, making it very distinctive. One of the popular Kazuha merch is a bracelet and glasses designed based on his game scenes, which are both beautiful and intricate.
Similarly, Xiao’s design is creative and unique. His character is often described as a ‘handsome, strong, and aloof youth’ with a sense of fragility akin to broken bronze, making it hard for many players to resist his charm.
With the massive popularity of the Genshin Impact IP, a wide range of lifestyle merchandise featuring Genshin characters and game elements has been introduced, including Genshin mugs, blankets, night lights, plush toys, tea sets, stationery, bags, and storage boxes. According to data, over 60% of the audience for these products is female. These items are not only visually appealing but also practical, catering to various needs.
Focus on innovation and align with contemporary trends
In the increasingly competitive peripheral market, brand marketing and promotion need to focus on creativity and innovation. Leveraging holiday buzz and emotional appeals are also flexible strategies that can be effectively employed, especially in online platforms like online sticker maker, where businesses can quickly create and customize promotional materials that resonate with their audience and align with current trends.
Nowadays, various brands’ peripheral products are increasingly similar, making it difficult to stand out. This requires brands to understand social consumption trends and capture consumer ‘pain points,’ making peripherals not just consumer goods but also trendsetting items. Starbucks is a standout example in this regard. In the summer of 2021, Starbucks released four sets of reusable straw kits. The product colors—sky blue fishtail, classic green logo, pink cute bear, and vibrant rainbow—were eye-catching, fresh, and adorable. Customers could add just 3.5 yuan to their order of any iced beverage through ‘Starbucks Delivery’ to receive a straw kit set (including straws, a cleaning brush, and a storage bag).
Starbucks has stated that “being good to the Earth” is a core principle of the brand, and “good good” is both a slogan and an action. Whether it’s encouraging the use of direct-drink cup lids, reducing straw use, or promoting reusable straws, the goal is to make a small difference for the planet. These cost-effective and environmentally friendly peripherals have been well-received by consumers. Many people even purchase coffee just to get the straws, demonstrating how small peripherals can drive the sales of main products. This approach is indeed a clever strategy. Peripherals are a complex field; if they can be developed into carriers of brand culture, empower the brand, and capture consumers’ hearts, then they can be said to have fulfilled their mission.
