年轻人过节新时尚：玩转“联名经济”

Core Insights - The collaboration between KFC and the movie "Ne Zha" has become a popular choice among consumers during the National Day and Mid-Autumn Festival, showcasing the effectiveness of co-branding in attracting younger audiences [2][4] - The IP derivative market in China is projected to grow from 174.2 billion yuan in 2024 to 335.7 billion yuan by 2029, indicating a significant trend towards cross-industry collaborations that infuse traditional festivals with youthful energy [2] - Co-branded products are bridging generational gaps, enhancing family interactions and redefining the concept of holiday gifts, as seen in various examples of thoughtful gift selections by consumers [4][6] Industry Trends - The rise of co-branded products is reshaping consumer behavior, with younger generations increasingly valuing emotional and experiential aspects over mere price considerations [6] - A report indicates that nearly 60% of young people are willing to pay for emotional value, a significant increase from the previous year, highlighting a shift in consumer priorities towards quality and experience [6] - Co-branded items serve as cultural carriers and emotional connections, reflecting a blend of traditional and modern influences in consumer products [6]