环球产品与消费体验中国十年，4个关键词解读IP价值

Core Insights - The article discusses the dual opportunities and challenges faced by Universal in the Chinese market as it marks the 10th anniversary of its operations in the Greater China region [3] - Universal aims to capture and meet the diverse and evolving demands of Chinese consumers while establishing a unique value narrative between local and international brands [4] Group 1: Market Performance - Universal achieved a 47% share of the Hollywood box office in China during the recent summer season, contributing to a 35% share for the entire year, leading the market [4][5] - The company released three sequels of popular IPs this summer, with "Jurassic World: Dominion" grossing 567 million, making it the highest-grossing Hollywood film in China this year [5][7] Group 2: IP Strategy - Universal's core IPs, such as "Kung Fu Panda," "Shrek," and "Fast & Furious," continue to support its product and consumer experience business [5] - The company is focusing on creating new value narratives between local Chinese IPs and international brands, especially as local IPs gain traction [4][8] Group 3: Consumer Engagement - Universal emphasizes the importance of immersive and interactive experiences in conveying the emotions and culture of its IPs, as seen in events like the Minion Banana Festival in Shanghai [9][11] - Collaborations with partners like Miniso and Mattel have led to themed stores and events that enhance consumer engagement and provide valuable data insights [11] Group 4: Global Expansion - Universal is focusing on empowering partners through global expansion, leveraging its influential IPs to help Chinese brands enter new markets [13] - A strategic partnership with Amazon Global Store aims to explore new pathways for Chinese brands to globalize, enhancing the perception of "Made in China" beyond just cost-effectiveness [13]