Why is Ultraman Bandai so expensive? Analyzing the “Giant of Light” Economy in the Collection Market
Recently, the Ultraman series has once again become a hot topic on social platforms, especially the high-end Ultraman models launched by BANDAI, which often cost thousands of yuan, triggering discussions among netizens on "why toys are so expensive." This article will reveal the pricing logic of the Ultraman model from the three dimensions of market data, collection value, and cost factors, combined with the hot spots on the entire network in the past 10 days (as of October 2023).
1. Data related to hot spots across the entire network: Ultraman topics have soared in popularity
| platform | hot topics | Volume of discussions (last 10 days) | Related keywords |
|---|---|---|---|
| #BandaiSHFUltraman price increase# | 128,000 | Real bone carving, limited edition | |
| Douyin | "Ultraman model unboxing" | 120 million plays | Tiga, Zeta |
| Station B | "Bandai Factory Exploration" | 863,000 views | Mold accuracy, coating |
2. Price comparison: Bandai’s Ultraman model has a significant premium
| Product series | Representative model | Offer price (yen) | Second-hand market premium rate |
|---|---|---|---|
| SHF real bone carving | Ultraman Tiga | 8,800 | 180% |
| superalloy | Zero's ultimate form | 15,000 | 250% |
| Soft plastic doll | The first generation of Ultraman | 3,000 | 50% |
3. Analysis of the reason why it is expensive: not just plastic
1. Technology cost:Bandai used the "real bone carving" process to restore the body shape of the actor in the leather suit through 3D scanning. The joint mobility can reach more than 30 points. The eyes and timer use transparent sub-part technology. The development cost of a single mold exceeds 2 million yen.
2. Copyright sharing:Tsuburaya Co., Ltd. charges a copyright fee of 15%-20% for Ultraman image licensing, and the price of the new contract in 2023 will increase by 8% year-on-year (Source: Nikkei Shimbun).
3. Hunger Marketing:Limited models account for 35%. For example, the "Ultraman Leo 40th Anniversary Edition" launched in October 2023 is limited to 5,000 units worldwide and sold out within 2 hours of release.
4. Collection market data: Adult players support the tens of billions market
| consumer group | Proportion | Average annual consumption (RMB) | Core demands |
|---|---|---|---|
| Men aged 25-35 | 68% | 8,000-15,000 | Sentiment collection |
| Post-00 students | 22% | 3,000-5,000 | social display |
| female gamer | 10% | 6,000-10,000 | artistic value |
5. Future trends: Prices may continue to rise
According to Bandai's 2023 fiscal year report, the profit margin of Ultraman series models reached 42%, far exceeding other IP products. With the new theatrical version of "The Rise of Ultraman" scheduled for 2024 and the expansion of China's authorized agents (three new provincial agents will be added in 2023), supply and demand will continue to push up market prices.
Conclusion: The "expensive" nature of the Ultraman model is the realization of scarcity of cultural symbols. When the "Giant of Light" was upgraded from a children's toy to an affordable luxury collection, its pricing logic has exceeded the physical cost and has become a typical case of the fan economy and nostalgia industry.
check the details
check the details
en
