Yuewen Goods (阅文好物) 618 GMV Exceeds ¥12 Million, Birthday-Themed IP Products Drive Growth
Source:Holiday Party /
Time:2026-09-13
Yuewen Group’s IP merchandise brand Yuewen Goods achieved over ¥12 million in GMV during the 2026 Tmall 618 shopping festival, a 359% year-on-year increase, ranking in Tmall’s top 5 for figurines.
Birthday-Related Bestsellers:
“Lord of the Mysteries” Klein Birthday Gold Banknote: A limited-edition collectible celebrating the protagonist’s birthday
“The King’s Avatar” National Team Theme Merchandise
“Joy of Life” Collector Cards
Product Strategy: The brand uses a layered approach combining high-priced collectible items (precious metal, limited editions) with affordable lightweight items (badges, laser tickets), covering both daily consumption and deep collection needs. This model demonstrates how IP birthday themes can drive merchandise sales .
