Core Insights - The article discusses the evolution of celebrity virtual image IPs, highlighting the shift from online content to tangible, offline assets that enhance fan engagement and loyalty [3][5][29] Group 1: Industry Trends - The market for celebrity virtual image IPs has expanded, with numerous stars creating their own unique IPs, moving from experimental to mainstream [2][3] - The operational model for managing these IPs has transformed, focusing on fan interaction and emotional value through merchandise, rather than solely on celebrity branding [3][14] Group 2: Product Development - Various celebrities have launched merchandise linked to their virtual IPs, with examples including plush toys and other collectibles, which have generated significant sales [4][17] - The operational strategies for these IPs vary, with some focusing on limited edition products to maintain exclusivity and emotional connection with fans [22][26] Group 3: Fan Engagement - The interaction between fans and virtual IPs has become crucial, with fan-generated content and community engagement driving the popularity of these IPs [14][21] - Successful examples include the collaboration between different fan bases, such as those of 五月天 and 汪苏泷, which has led to increased merchandise sales and concert attendance [21][29] Group 4: Long-term Strategy - Companies are now prioritizing sustainable operational models for IPs, aiming to create long-lasting assets rather than relying on the fleeting popularity of individual celebrities [26][29] - The approach to IP management varies, with some companies focusing on integrating IPs into everyday life through various channels, while others maintain a more cautious, limited release strategy [22][27]
五月天卜卜单品GMV破千万，明星IP缘何成为衍生品新宠？