iQIYI's hit drama 'Mysterious Lotus Casebook' showcases diversified development model, another case proving the Value of IP
iQIYI has successfully concluded the multi-city tour of its stage adaptation 'Mysterious Lotus Casebook', demonstrating the company's effective IP development strategy. The original drama series was one of iQIYI's biggest hits in 2023, achieving a content popularity index above 10,000 and earning a Magnolia Awards nomination at the Shanghai TV Festival.
The IP has shown strong commercial performance, generating RMB80 million (US$11 million) in merchandise sales across 1,300 SKUs. The company has expanded the IP's reach through tourism partnerships with Suyun Thirteen Gardens and Hengdian World Studios, creating immersive experiences. The theatrical adaptation has garnered significant social media attention on Weibo during its tour across multiple Chinese cities, including Hangzhou, Xi'an, Chengdu, and Beijing, with plans for expansion in 2025.
iQIYI ha concluso con successo il tour multi-città della sua adattazione teatrale 'Mysterious Lotus Casebook', dimostrando la strategia efficace di sviluppo IP dell'azienda. La serie drammatica originale è stata uno dei più grandi successi di iQIYI nel 2023, ottenendo un indice di popolarità del contenuto superiore a 10.000 e ricevendo una nomination ai Magnolia Awards al Shanghai TV Festival.
L'IP ha mostrato solide performance commerciali, generando RMB80 milioni (US$11 milioni) in vendite di merchandise attraverso 1.300 SKU. L'azienda ha ampliato la portata dell'IP attraverso partnership turistiche con Suyun Thirteen Gardens e Hengdian World Studios, creando esperienze immersive. L'adattamento teatrale ha ricevuto notevole attenzione sui social media su Weibo durante il suo tour in diverse città cinesi, tra cui Hangzhou, Xi'an, Chengdu e Pechino, con piani di espansione per il 2025.
iQIYI ha concluido con éxito el tour en múltiples ciudades de su adaptación teatral 'Mysterious Lotus Casebook', demostrando la efectiva estrategia de desarrollo de IP de la compañía. La serie dramática original fue uno de los mayores éxitos de iQIYI en 2023, alcanzando un índice de popularidad de contenido superior a 10.000 y recibiendo una nominación a los Magnolia Awards en el Festival de TV de Shanghai.
La IP ha mostrado un sólido rendimiento comercial, generando RMB80 millones (US$11 millones) en ventas de mercancías a través de 1.300 SKU. La compañía ha ampliado el alcance de la IP a través de asociaciones turísticas con Suyun Thirteen Gardens y Hengdian World Studios, creando experiencias inmersivas. La adaptación teatral ha atraído una atención significativa en redes sociales en Weibo durante su tour por varias ciudades chinas, incluyendo Hangzhou, Xi'an, Chengdu y Pekín, con planes de expansión para 2025.
iQIYI는 다중 도시 투어의 성공적인 마무리를 알리며 그들의 무대 각색 'Mysterious Lotus Casebook'을 선보였습니다. 이는 회사의 효과적인 IP 개발 전략을 보여주는 사례입니다. 원작 드라마 시리즈는 2023년 iQIYI의 가장 큰 히트작 중 하나로, 콘텐츠 인기 지수가 10,000을 초과하고 상하이 TV 페스티벌에서 매그놀리아 어워드 후보에 올랐습니다.
이 IP는 강력한 상업적 성과를 보여주었으며, 1,300개의 SKU를 통해 RMB80 백만(미화 1,100만 달러)의 상품 판매를 기록했습니다. 회사는 Suyun Thirteen Gardens 및 Hengdian World Studios와의 관광 파트너십을 통해 IP의 범위를 확장하며 몰입형 경험을 창출했습니다. 극장 각색은 행사 기간 동안 여러 중국 도시인 항저우, 시안, 청두, 베이징에서 Weibo에서 많은 소셜 미디어 관심을 모았으며, 2025년에는 확장을 계획하고 있습니다.
iQIYI a conclu avec succès la tournée multi-villes de son adaptation théâtrale 'Mysterious Lotus Casebook', démontrant l'efficacité de la stratégie de développement de l'IP de l'entreprise. La série dramatique originale a été l'un des plus grands succès d'iQIYI en 2023, atteignant un indice de popularité du contenu supérieur à 10.000 et obtenant une nomination aux Magnolia Awards lors du Shanghai TV Festival.
L'IP a montré de solides performances commerciales, générant RMB80 millions (US$11 millions) en ventes de marchandises à travers 1.300 SKU. L'entreprise a élargi la portée de l'IP grâce à des partenariats touristiques avec Suyun Thirteen Gardens et Hengdian World Studios, créant des expériences immersives. L'adaptation théâtrale a suscité une attention considérable sur les réseaux sociaux sur Weibo pendant sa tournée dans plusieurs villes chinoises, dont Hangzhou, Xi'an, Chengdu et Pékin, avec des projets d'expansion en 2025.
iQIYI hat erfolgreich die Multi-City-Tour seiner Bühnenadaption 'Mysterious Lotus Casebook' abgeschlossen und dabei die effektive IP-Entwicklungsstrategie des Unternehmens demonstriert. Die Original-Dramaserie war 2023 einer der größten Hits von iQIYI, mit einem Inhaltsbeliebtheitsindex von über 10.000 und einer Nominierung für die Magnolia Awards beim Shanghai TV Festival.
Die IP hat eine starke kommerzielle Leistung gezeigt und hat RMB80 Millionen (US$11 Millionen) an Merchandise-Verkäufen über 1.300 SKUs generiert. Das Unternehmen hat die Reichweite der IP durch Tourismuspartnerschaften mit Suyun Thirteen Gardens und Hengdian World Studios erweitert und immersive Erlebnisse geschaffen. Die theatermäßige Adaption hat während ihrer Tour durch mehrere chinesische Städte, darunter Hangzhou, Xi'an, Chengdu und Peking, erhebliche Aufmerksamkeit in den sozialen Medien auf Weibo erhalten, mit Plänen zur Expansion im Jahr 2025.
- Merchandise sales reached RMB80 million (US$11 million)
- Successfully expanded IP into multiple revenue streams (stage shows, merchandise, tourism)
- Original series achieved content popularity index above 10,000
- Large merchandise portfolio with 1,300 SKUs
- None.
Insights
The successful IP monetization strategy demonstrated by "Mysterious Lotus Casebook" reveals iQIYI's growing maturity in content commercialization. The
This multi-channel approach - combining streaming, live theater, merchandise and tourism partnerships - creates a self-reinforcing ecosystem that enhances IP value while reducing dependence on pure subscription revenue. For investors, this diversification is important as it helps buffer against streaming market saturation and competitive pressures in China's entertainment sector.
The expansion plans for 2025, including new tour locations and IP extensions, suggest continued revenue growth potential. However, execution risks remain as content preferences can be volatile and successful IP monetization requires sustained consumer interest across multiple touchpoints.
The transformation of "Mysterious Lotus Casebook" from a digital series into a multi-format entertainment property demonstrates sophisticated brand extension strategy. The integration of traditional Chinese cultural elements with modern entertainment formats creates unique market positioning that resonates with domestic audiences while building cultural IP that could potentially appeal internationally.
The tourism partnerships with Suyun Thirteen Gardens and Hengdian World Studios represent particularly valuable brand touchpoints, creating immersive experiences that strengthen consumer emotional connection and justify premium pricing across the merchandise portfolio. This experiential marketing approach typically yields higher customer lifetime value and brand loyalty.
The breadth of merchandise offerings - from collectible cards to themed accessories - indicates strong product-market fit and effective consumer segmentation. For investors, this suggests iQIYI is successfully evolving from a content platform into an integrated entertainment company with multiple revenue streams.
The recent theater adaptation of the hit drama receives exceptional response during multi-city tour
The stage adaptation draws from one of iQIYI's biggest hits of 2023, a martial arts mystery series that captivated viewers with its fast-paced storyline and richly developed characters. The series quickly dominated the ratings chart, surpassing a content popularity index of 10,000 on the platform and earning a nomination at the 29th
Staying true to the series' beloved elements while crafting a fresh theatrical experience, the production tells the gripping story of a once-renowned swordsman whose quiet life is disrupted when a determined young man and an old rival pull him back into the martial arts world to unravel a series of puzzling mysteries. The production enhances this narrative through innovative stage design that blends traditional Chinese aesthetics with modern elements, bringing the series' iconic scenes to life with unique cultural motifs that resonate deeply with audiences.
The production has generated substantial social media buzz, with trending searches on Weibo,
IP-Driven Strategy Demonstrates Strong Commercial Value
Beyond the stage, "Mysterious Lotus Casebook" has demonstrated remarkable commercial potential across multiple channels. Sales of its IP-based merchandise have reached
The IP has further expanded its offline presence through tourism partnerships, notably with Suyun Thirteen Gardens in
"In recent years, iQIYI has consistently strengthened its premium content offerings by delivering hit dramas and animations, while expanding these entertainment IPs across our increasingly mature ecosystem," said Xiaohui WANG, iQIYI's Chief Content Officer. "Through diverse offline experiences and consumer touchpoints, we continue to maximize the long-term value of our IPs and deepen audience engagement."
As one of the leading innovators in entertainment IP monetization, iQIYI plans to further strengthen its portfolio in 2025 by launching new original IP while expanding established ones such as "Mysterious Lotus Casebook" and "Strange Tales of Tang Dynasty." The company will also celebrate key milestones throughout the year with launches of innovative IP-based merchandise and co-branded initiatives that meet evolving consumer trends.
CONTACT: iQIYI Press, press@qiyi.com
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SOURCE iQIYI
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