During the Beijing International Film Festival, the focus wasn't only on the "best new films", but also on the movies' merchandise. Unlike the European and American markets, China relies more on a "crowdfunding model" to develop the film merchandise market. What are the differences? Is the movie merchandise market lucrative enough? Speaking to Zuo Heng, director of the film culture research department at the China Film Archive, and Rory Feng, Senior Brand Manager of XCMG, CGTN's He Jingyi reports about the Chinese film merchandising market.