M&G(SH:603899) Nan Fang Du Shi Bao·2025-09-05 10:08Core Viewpoint - M&G Stationery is leveraging collaborations with domestic animation IPs to connect with younger consumers and enhance brand youthfulness, reflecting a strategic shift towards cultural confidence and emotional engagement [2][4][5]. Group 1: Brand Strategy and Development - M&G Stationery has partnered with popular domestic animation IPs like "Jian Lai" and "Zhan Shen" to create co-branded products, aiming to resonate with the younger generation [6][12]. - The brand's strategy focuses on three key factors when selecting IPs: alignment of user demographics, the vitality of the IP, and the consistency of values between the IP and M&G [6][7]. - The collaboration with animation IPs is seen as a way to communicate and build emotional connections with a new generation of consumers who value cultural identity [5][14]. Group 2: Product Performance and Market Response - The co-branded product series has performed well in the market, particularly the "Zhan Shen" series, which combines emotional value with practical utility [7][9]. - M&G employs a consumer-centric approach in product development, conducting extensive research to understand consumer needs and preferences [11][12]. - The brand's participation in events like the National Animation Carnival showcases its commitment to engaging with young consumers through innovative marketing strategies [9][11]. Group 3: Cultural Significance and Future Outlook - M&G views stationery not just as functional products but as carriers of Chinese culture and emotional connections, aiming to expand cultural consumption scenarios [14][15]. - The brand is exploring international markets, particularly in Japan, where it has established partnerships and received positive consumer feedback [17]. - M&G's vision for domestic animation IPs includes a focus on sustainable growth and cultural export, emphasizing the importance of cultural identity in global markets [15][17].