新华全媒+丨联名经济打开青年消费“新空间”

Core Insights - The recent pop-up event of the domestic fragrance doll brand "FUFUSOUL" in Chongqing attracted over 60,000 visitors, boosting mall foot traffic by nearly 40% [1] - The collaboration between the brand and the mall featured a limited edition doll inspired by Chongqing's city flower, the camellia, integrating local cultural elements into innovative design, leading to sustained sales growth [1] - The rise of the "co-branding economy" is driven by the changing consumption patterns of the younger generation, focusing on emotional resonance and personalized experiences, with the co-branding economy in China expected to approach 300 billion yuan in 2023 [1] Group 1 - The co-branding economy is gaining traction, with cultural IP and trendy brands collaborating, leading to increased visibility of co-branded products [3] - The Chongqing China Three Gorges Museum launched a cultural derivative building block doll "MASK Xizai" in collaboration with a commercial brand, which attracted many visitors on its first sale day [3] - The integration of cultural experiences with consumer scenarios has led to a 20% increase in foot traffic during promotional events at the museum [3] Group 2 - The "cultural empowerment" of commercial brands through co-branding is a reflection of cultural confidence in the consumer sector [4] - The co-branding strategy has successfully attracted young consumers to museums, enhancing their understanding of historical culture through gaming collaborations [4] - The co-branding economy is seen as a significant driver of consumption upgrades and industry integration, although there are risks of market homogenization and IP overexploitation [5] Group 3 - Future collaborations will focus on extracting cultural connotations from artifacts to develop educational and practical co-branded cultural products that resonate with young people's interests [5] - Companies are encouraged to return to the essence of their products, focusing on differentiated content co-creation and upgrading co-branding from a marketing tactic to a long-term value creation strategy [5]