年内IP联名28+起，罗森等便利店正成为年轻人的“情绪消费”新阵地？

Core Insights - The retail industry is experiencing a transformation driven by the younger generation of consumers, leading to a focus on new business models such as pop-up stores and immersive experiences to attract this demographic [1][2] - The convenience store sector in China is witnessing significant growth, with the top 100 brands increasing their total store count to 196,000, a net increase of 14,000 stores or 7.7% year-on-year [2][4] - Major convenience store brands are actively engaging in IP collaborations, with 28 joint marketing campaigns launched in the first half of the year, indicating a trend towards emotional consumption among young consumers [2][6] Industry Overview - The top 10 convenience store brands in China include Meiyijia, Sinopec Easy Joy, and PetroChina Kunlun, with Meiyijia leading with 37,943 stores [4][5] - The convenience store sector is increasingly adopting IP collaborations, with brands like Lawson leading the way with 17 joint campaigns, while other brands like FamilyMart and 7-Eleven have also participated [6][9] IP Collaboration Trends - The majority of IP collaborations are centered around anime and gaming, with 12 and 11 campaigns respectively, showcasing a preference for these genres among consumers [6][8] - Lawson has established a mature IP collaboration system since 2011, focusing on creating immersive experiences through themed stores and interactive events [9][10] - The effectiveness of IP collaborations is evident, as seen in the significant increase in foot traffic and sales during themed events, such as a 200% increase in customer flow for FamilyMart's collaboration with "Wang Wang Mountain" [19][23] Financial Performance - Despite the active engagement in IP collaborations, some brands like Lawson are still facing challenges in achieving substantial sales growth, indicating that while IP collaborations can drive traffic, they may not always translate into improved financial performance [23][24] - For example, the performance of Zhongbai Lawson in Hubei and Hunan showed a revenue of 1.683 billion yuan with a sales efficiency of 2,593 yuan per square meter, reflecting a decline of 1.17% year-on-year [15][17] Strategic Recommendations - Convenience store brands need to shift from passive participation in IP collaborations to proactive management to enhance brand visibility and consumer engagement [28] - There is a need for brands to diversify their IP collaboration strategies and invest more resources to create memorable consumer experiences, which can help differentiate them in a competitive market [28]