《疯狂动物城2》联名60+品牌，为什么迪士尼永远无法忽视中国？

Core Insights - The release of Disney's animated film "Zootopia 2" has generated significant box office revenue, with a first-day domestic box office of 1.74 billion and a global box office of 57.64 million [2][4] - The film's marketing strategy in China has involved over 60 brand collaborations, creating a highly commercialized IP marketing environment [5][17] - Disney views the Chinese market as a key area for growth, leveraging the film's popularity to test a new "IP emotional economy" model [13][17] Box Office Performance - The first-day box office reached 1.74 billion, with a cumulative box office of 1.88 billion and a projected total box office of 25.64 billion [4][12] - The film's global box office stands at 57.87 million, with significant contributions from the domestic market [4][12] Marketing Strategy - The marketing campaign is characterized as a large-scale social marketing experiment, integrating various sectors such as food, fashion, and automotive [5][12] - Collaborations with brands like Luckin Coffee and Uniqlo have resulted in significant sales increases, showcasing the effectiveness of the IP in driving consumer engagement [7][10] Brand Collaborations - The film has seen partnerships with brands across multiple industries, including food and beverage, apparel, and automotive, creating a pervasive presence in urban environments [10][12] - The collaboration with automotive brands has provided a visually impactful marketing strategy, enhancing brand visibility [12][13] Consumer Engagement - The emotional connection of characters Judy and Nick resonates with young consumers, making the film's merchandise more appealing [15][16] - The trend of emotional consumption is growing, with brands increasingly focusing on leveraging IP for growth rather than mere aesthetics [15][17] Market Potential - Disney's strategic focus on the Chinese market reflects its recognition of the region's unique consumer dynamics and potential for long-term value [13][14] - The success of "Zootopia 2" in China is indicative of the country's evolving role as a vibrant and creative landscape for international IP [17]