“赶场伞”热销，冰箱贴抢手，票难买电影为何？

Core Insights - The Shanghai International Film Festival (SIFF) has launched its largest-ever lineup of official cultural and creative products, featuring over 30 categories and more than 60 new items, with approximately 80% being new designs [1][3] - The design team, primarily composed of younger members born in the 1990s, has utilized their background in content curation to create innovative products that resonate with film enthusiasts [3][12] - The festival's merchandise has seen significant popularity, with items like the "赶场伞" (Catch-up Umbrella) and various refrigerator magnets selling out quickly, indicating a strong emotional connection between fans and the products [5][8] Product Highlights - The "赶场伞" has become a symbol of identity for film fans, with its unique designs reflecting local culture and humor, leading to multiple sellouts and high demand [5][14] - The collaboration with the Shanghai Film Bureau has resulted in a "Movie City" series of refrigerator magnets, which serve as both a nostalgic item for local fans and a memorable gift for visitors [8][12] - The "爵爵精灵" (Jue Jue Spirit) plush toys, inspired by the Golden Goblet Award, aim to create a unique IP for the festival, targeting the young female audience [10][11] Sales Performance - Sales around the Daguangming Cinema exceeded 200,000 yuan, marking a historical high during the festival [5] - Specific items, such as the Daguangming Cinema exclusive refrigerator magnets, have become bestsellers, with rapid sellouts prompting quick restocking efforts [5][8] - The emotional connection and sense of belonging among fans have driven the success of these products, transforming them from mere merchandise into cherished collectibles [8][12]