A video screenshot from Mengniu's Weibo account (Photo/Mengniu's Weibo account)

Chongqing - Ne Zha 2 is dominating the box office, and the "Ne Zha" IP is becoming a powerful revenue driver for its partner brands.

According to media outlet Economic View, the film collaborates with brands through original animated ads, co-branded products, app themes, and marketing promotions.

For example, if you arrive at the cinema five minutes before the film starts, you might catch a custom animated ad created by the Ne Zha 2 director team for China's dairy giant, Mengniu, on the big screen.

This ad features scenes and characters from the movie with a basic plot, like a special episode from the film. Some viewers have even compiled these "episodes" and shared them on social media. One netizen commented, "I actively searched for the ads for the first time." So far, the ad has garnered over 210 million views on Weibo.

Mengniu was one of the first brands to bet on Ne Zha 2 before the film’s release. The director team produced three animated videos for Mengniu, featuring a variety of its products, including Mengniu pure milk and milk powder.

According to the Baidu Index, Mengniu's search index began rising on the eve of the Chinese New Year (January 28). Data from JD Supermarket on February 7 showed that three co-branded milk products launched by Mengniu and Ne Zha 2 have already surpassed 5 million yuan ($690,200) in sales since the film's release. The Mengniu Pure Milk with Ne Zha IP is the best-selling product, while the Mengniu A2 with Ne Zha IP has seen the fastest growth.

A video screenshot from Mompick's Weibo account (Photo/Mompick's Weibo account)

Similar to Mengniu, Ne Zha 2's official children's care partner, Mompick, has also collaborated on an animated ad. According to JD's data, Mompick's co-branded olaflur toothpaste for kids saw a 383 percent increase in sales within seven days, driven by JD's new product campaigns and the IP launch. This co-branded item became Mompick’s best-selling toothpaste and helped drive a 50 percent year-over-year increase in the brand's February sales.

In addition to the co-branded ads featuring Ne Zha, both Mengniu and Mompick have printed the film’s character images on their product packaging.

Before the film's release, smartphone brand Honor also partnered with the Ne Zha 2 IP. Honor incorporated the characters into phone themes, lock screens, and camera watermarks. Additionally, Honor brought Ne Zha 2 elements into offline stores across the country, displaying movie posters and other promotional materials.

According to Honor, their offline store sales surged four times during the event period with the added boost from the "ICT sector national subsidy" policy and the film's cross-industry impact.

According to previous data from Economic View, 12 consumer brands are directly featured in the credits of Ne Zha 2. Other partner brands include Great Wall Motors and YogurtDay and apps like Meitu, Baidu Netdisk, QQ Music, QQ, and Sogou Input.

Mengniu's yogurt brand, YogurtDay, launched a Ne Zha 2-themed float in offline stores and released movie-related products, using the film's elements to boost promotions. Great Wall Motors' Tank SUV is the official partner of Ne Zha 2, and the vehicle and movie characters appear together in various promotional materials.

Apps like QQ Music, QQ, and Sogou Input adopted Ne Zha 2 characters, designing special theme skins. Meitu launched a Ne Zha 2-themed special effect, allowing users to "transform" into Ne Zha.

Zhan Junhao, Founder of Fujian Huace Brand Positioning Consulting, said the Ne Zha IP has deep cultural roots and wide recognition. Its innovative adaptation preserves the essence of traditional culture while incorporating modern elements, resonating broadly with audiences. For brands, the advantage of the Ne Zha IP lies in its strong fan base and emotional connection, which quickly attract attention and boost brand awareness. Additionally, the diverse forms of expression of the Ne Zha IP offer brands ample opportunities for collaboration.

"Co-branded products offer multiple benefits. They can increase exposure and promotional channels for the film side, boosting box office revenue. For brands, co-branded products can enrich product lines, enhance brand image, and even drive existing product sales. Additionally, co-branded products meet the diverse needs of fans and consumers, increasing purchase motivation and loyalty," said Jiang Han, a senior researcher at the think tank Pangoal Institution.

(Economic View also contributed to this report.)