从Labubu和撕拉片看，品牌如何抓住明星 “野生流量”？

Core Insights - The rise of Labubu and similar products is significantly influenced by celebrity endorsements and social media presence, showcasing a shift in marketing strategies from traditional endorsements to more organic, lifestyle-driven promotions [1][5][11] - The popularity of "撕拉片" (instant film) has surged, with prices skyrocketing from 70 yuan to 3000 yuan, indicating a strong consumer demand driven by celebrity usage [3][5] - Brands are increasingly focusing on interactive and emotional connections with consumers through limited edition products and direct engagement with fans, rather than relying solely on traditional advertising methods [6][8][12] Marketing Evolution - The traditional model of celebrity endorsements is evolving, with brands now seeking deeper interactions and emotional connections with their audience, moving beyond mere promotional appearances [11][21] - The effectiveness of celebrity endorsements is being re-evaluated, with a noted increase in the number of brand collaborations with celebrities, but with mixed results in terms of actual sales impact [6][8][10] - The concept of "sharing" and "realness" in celebrity marketing is becoming more prominent, as consumers are drawn to authentic representations of products in celebrities' daily lives [10][19][21] Consumer Behavior - Consumers are increasingly attracted to products that celebrities genuinely use, leading to a rise in demand for items that are perceived as authentic and relatable [10][12][19] - The phenomenon of "明星同款" (celebrity matching items) is gaining traction, as it allows consumers to feel a connection to their favorite stars while also fulfilling their desire for authenticity [10][11][19] - The engagement of celebrities in everyday activities, such as vlogs and social media interactions, is proving to be an effective way to build brand loyalty and consumer interest [19][28] Brand Strategies - Brands are adopting innovative strategies, such as inviting celebrities to participate in interactive events, to create a more personal connection with consumers [23][26] - The integration of celebrity lifestyles into brand narratives is becoming a key strategy for enhancing brand visibility and consumer engagement [21][23] - Collaborative product lines that reflect both the celebrity's persona and the brand's identity are being developed to deepen emotional connections with consumers [21][26]