跨次元燃动“上海之夏” 实体商业加强业态创新

Core Viewpoint - The article highlights the surge of cross-dimensional consumption in Shanghai, driven by various IP-themed events and activities, particularly during the summer season, indicating a significant shift towards integrating culture, commerce, tourism, and exhibitions [1][4]. Group 1: Events and Activities - The "Shanghai Summer International Consumption Season" was launched on July 4, 2025, introducing the first "Shanghai Summer International Anime Month" to attract young consumers [1][4]. - The "Shining! Dimension Festival 2.0" commenced on June 27, attracting a large number of young fans, with sales exceeding 10 million yuan within the first few days [2][3]. - Various shopping centers in Shanghai are hosting numerous IP-themed pop-up events, with a focus on creating engaging consumer ecosystems [1][3]. Group 2: Consumer Behavior - A significant portion of the consumer base, approximately 70%, comes from outside an 8-kilometer radius, indicating that shopping centers are becoming key gathering places for anime and gaming enthusiasts [3][5]. - Consumers are increasingly traveling long distances, often carrying luggage filled with merchandise, showcasing the popularity of IP-related products [3][5]. Group 3: Industry Trends - The IP consumption market is expected to enter a trillion-yuan industry phase by 2024, with a growing emphasis on creating unique consumer experiences in shopping malls [4][6]. - The integration of IP culture into commercial spaces is seen as a way to attract younger demographics and enhance overall foot traffic [5][7]. - The rise of "Guziko" stores, which sell derivative products from anime and games, is noted, but there are concerns about their sustainability without a strong cultural atmosphere [6][7]. Group 4: Future Outlook - The article suggests that while the current trend of IP and anime-related activities is beneficial for driving foot traffic, the challenge lies in maintaining long-term consumer engagement and operational efficiency [7][8]. - Companies are expected to continue innovating in their offerings and experiences to capitalize on the popularity of IP culture and ensure sustained commercial vitality [7][8].