YLYT(SZ:002878) Di Yi Cai Jing·2025-11-21 10:59Core Insights - The article discusses the integration of event IP with urban culture, consumer trends, and youth expression, emphasizing the need for continued exploration to maintain popularity and relevance in public life after the event's success [1]. Group 1: Event IP and Merchandise Sales - The mascots "Xiyangyang" and "Lerongrong" gained popularity during the 15th National Games, transforming into symbols of local cuisine and becoming a new form of "social currency" through internet dissemination [1][14]. - The event's merchandise, particularly a bubble-blowing toy, sold out quickly, indicating high demand and consumer interest [2][8]. - The company Yuanlong Yatu has established a comprehensive sales network for event merchandise, with 51 retail stores in key cities and a total sales revenue of 680 million yuan as of November 15 [4][13]. Group 2: Consumer Behavior and Market Trends - The popularity of event-related products reflects a shift in consumer behavior towards emotional consumption, where products serve as emotional carriers rather than mere functional items [31][34]. - The trend of "breaking the circle" is evident, as event merchandise is expanding beyond traditional collectibles to include practical items and precious metal products, enhancing their utility and value [39]. - The integration of event IP with local culture and consumer trends is crucial for sustaining interest and sales, as seen with the "Bay Chicken" becoming a cultural symbol beyond the event [35][34]. Group 3: Challenges and Future Directions - The industry faces challenges with the decline in interest for event IPs post-event, leading to reduced visibility and resale value in secondary markets [32][34]. - Experts suggest that successful IPs must evolve beyond their initial event context to maintain relevance, potentially linking with broader cultural movements [35][34]. - The company emphasizes a "three-in-one" approach, combining events, culture, and daily life to fully leverage the potential of sports consumption [34].