新消费派｜IP“破圈”进行时 “花式”文创激活消费

Core Insights - The cultural and creative fast-moving consumer goods (FMCG) market is expected to experience explosive growth by 2025, driven by consumption upgrades and trend iterations, with various sub-sectors like cultural heritage, film, and trendy retail showing impressive performance [1] Group 1: Market Performance - Retail brands like MINISO are leveraging precise IP strategies and innovative collaboration models, transforming cultural co-branding from a marketing highlight into a performance engine, leading to a consumption boom globally [2] - For instance, a CHIIKAWA themed pop-up store in Shanghai achieved sales of 2.68 million yuan in ten hours, with total sales exceeding 8 million yuan in three days [2] - MINISO LAND's global flagship store in Shanghai recorded over 100 million yuan in sales within nine months, with IP series products contributing 79.6% of the sales [2] Group 2: Consumer Demand and Product Strategy - Cultural co-branding has evolved beyond single-hit products to a "full-domain hot sales" model, with various international and local IPs demonstrating strong market appeal [3] - The Sanxingdui cultural products, as a benchmark in cultural heritage, achieved total sales of 38 million yuan during the summer of 2025, marking a 12% year-on-year growth [3] - The success of cultural co-branding is attributed to a balance between cost-effectiveness and quality, with products priced between 10 to 49.9 yuan, appealing to consumers seeking affordable yet trendy items [4] Group 3: Future Directions - The industry is shifting from quantity growth to quality cultivation, addressing issues of product homogeneity and weak brand building [5] - Future strategies include deep integration of IP core values with product functionality, expanding exclusive collaborations, and enhancing product scarcity and collectible value [6] - Upgrading channels and expanding experiential scenarios are also crucial, with retail companies focusing on IP-themed stores and enhancing the shopping experience through digital innovations [6]