Core Insights - The article discusses the evolution of celebrity virtual image IPs, highlighting the shift from online content to tangible products and fan engagement [3][5][6] - It emphasizes the importance of sustainable operational models for these IPs, as the market becomes increasingly competitive [5][23][29] Group 1: Industry Trends - The trend of celebrities creating their own virtual image IPs has become mainstream, with various stars like 周深, 五月天, and 王源 participating [3][5] - The interaction between celebrities and fans has intensified, with a focus on emotional value through merchandise to enhance fan loyalty [3][12][14] - The transition from virtual to physical products is evident, as these IPs are now being integrated into live events and merchandise sales [6][12][30] Group 2: Operational Strategies - Different companies adopt varying strategies for long-term IP management, with some focusing on limited releases to maintain exclusivity [23][28] - The success of IPs is increasingly tied to their ability to integrate into everyday life, moving beyond reliance on celebrity popularity [29][30] - Collaborative efforts, such as cross-promotions and interactive events, are essential for enhancing the visibility and longevity of these IPs [30][32]
五月天卜卜单品GMV破千万，明星IP缘何成为衍生品新宠
3 6 Ke·2025-10-09 02:37