两种IP模型揭秘：形象IP泡泡玛特VS故事IP迪士尼漫威

Core Perspective - The article explores the dichotomy between "story-driven" IPs, exemplified by Disney, and "image-driven" IPs, represented by Pop Mart, highlighting their different approaches to emotional connection and consumer engagement [1][5][30] Group 1: Story-driven IPs - Story-driven IPs, like those from Disney and Marvel, create expansive narrative universes over decades, fostering deep emotional connections with characters and plots, which enhances consumer loyalty and engagement [3][6][8] - Disney's "Frozen" serves as a prime example, where the emotional arcs of characters like Elsa and Anna resonate deeply with audiences, transforming consumer purchases into support for the characters' journeys [8][20] - The business model for story-driven IPs involves a long-term cycle of content creation, merchandise, and immersive experiences, requiring significant investment and time to build a robust narrative ecosystem [6][20][23] Group 2: Image-driven IPs - Image-driven IPs, such as Pop Mart, focus on visual appeal and emotional projection rather than complex narratives, allowing consumers to project their feelings onto characters like Molly and LABUBU [10][12][13] - The success of image-driven IPs relies on operational agility, frequent design updates, and social media engagement, positioning them as trendy cultural symbols rather than traditional storytelling vehicles [12][13][25] - Pop Mart's evolution from reliance on a single IP to a diverse IP matrix demonstrates its operational capabilities, with projections indicating significant growth in the collectible toy market [15][16] Group 3: Comparative Analysis - A comparative analysis reveals that story-driven IPs offer long-term emotional engagement and high-value derivatives, while image-driven IPs provide quick market responses and social currency [18][19][28] - Story-driven IPs tend to have a longer lifecycle and deeper emotional barriers, while image-driven IPs face challenges of shallow emotional connections and shorter lifespans [20][28] - Both types of IPs are converging towards a common goal of emotional connection, with story-driven IPs adopting visual elements and image-driven IPs incorporating narrative aspects to enhance consumer engagement [30][32]