“抢联名杯难度堪比抢明星演唱会门票” 星巴克×五月天触发“吸金宇宙”新玩法，如何“续航”成焦点

Core Insights - The collaboration between Starbucks and Mayday demonstrates the band's strong market appeal and ability to generate revenue through diverse commercial ventures [1][2] - The limited edition products, such as the "Star Cup," sold out quickly, indicating high demand and the effectiveness of IP crossovers in enhancing consumer product value [1][3] - The phenomenon of fans engaging in intense purchasing behavior reflects the growing trend of fan economy and the commercialization of celebrity brands [2][6] Group 1: Product Launch and Sales Performance - Mayday's collaboration with Starbucks includes a range of products like glass cups and thermos bottles, with prices set at 199 yuan and 249 yuan respectively, all of which sold out on the first day [1][3] - The resale market for these products has seen significant price increases, with original prices nearly doubling on second-hand platforms [2][3] - The STAYREAL brand, co-founded by Mayday's lead singer, has seen substantial sales growth, with popular items like carrot-themed merchandise generating over 21.88 million yuan in revenue [5] Group 2: Fan Engagement and Cultural Impact - Fans have adopted a unique symbol, the carrot, as a means of identification and community among Mayday supporters, showcasing the cultural significance of the band [3][7] - The integration of merchandise into everyday life reflects a shift in consumer behavior, where emotional connections to brands drive purchasing decisions [7] - The establishment of STAYREAL pop-up stores during concert tours has created a ritualistic experience for fans, further solidifying the brand's presence in the fan economy [6] Group 3: Broader Industry Trends - The rise of concert-related revenue streams highlights a shift from traditional ticket sales to a comprehensive consumption ecosystem, including merchandise and food services [5][6] - The success of celebrity brands like STAYREAL contrasts with other celebrity ventures that have struggled, emphasizing the importance of quality and consumer perception in brand longevity [6] - The evolution of fan economy indicates a transition towards a model where content and emotional engagement are key drivers of consumer behavior [7]