【调查研究】国货“潮品”：一个IP撬动一整片产业森林

Core Insights - The article highlights the emergence of "first-release economy" as a significant trend in consumer behavior, particularly among the youth, driven by cultural pride and innovative marketing strategies [1][3][10] Group 1: First-Release Economy - The "first-release economy" is supported by government initiatives aimed at promoting new consumption models and encouraging brands to launch flagship stores and products [1][3] - The popularity of cultural IPs, such as "Nezha: Birth of the Demon Child" and "Black Myth: Wukong," has led to a surge in related merchandise sales, indicating a strong consumer demand for culturally resonant products [3][5][10] Group 2: Youth Engagement and Cultural Connection - Young consumers show a natural affinity for traditional cultural symbols, which enhances their emotional connection to domestic IPs, translating into higher purchase intentions [5][10] - A report indicates that 78.9% of surveyed youth are more likely to buy products that incorporate national cultural elements, showcasing the potential for brands to leverage this trend [5] Group 3: Economic Impact and Job Creation - The rise of national cultural trends has stimulated local economies, as seen in the case of Xixian County, where tourism and related services have flourished due to the popularity of cultural IPs [8][10] - The "Wukong effect" has led to significant job creation in tourism and related sectors, with the number of tour guides increasing from 8 to 31, and new businesses emerging to cater to the influx of visitors [8][10] Group 4: Policy Support and Market Growth - Government policies are encouraging the development of original IPs across various sectors, including animation, esports, and gaming, which is expected to further boost the national cultural market [3][10] - The national cultural market has surpassed 2 trillion yuan and is projected to exceed 3 trillion yuan by 2028, driven by policy incentives and consumer upgrades [8]