一只兔子狐狸卖49.9元，人们为何乐此不疲地为流量IP埋单？

Core Insights - The rise of IP marketing has significantly influenced consumer behavior, with its share in brand marketing events reaching 71.6% by Q1 2025, driven by emotional connections to popular characters and stories [3][18] - The success of films like "Ne Zha" and "Zootopia" has led to a surge in related merchandise, creating a scale effect in the market [3][18] - Consumers are willing to pay for products associated with beloved IPs, reflecting a deeper emotional recognition and community belonging [5][18] Group 1: IP Marketing Trends - IP marketing has become a primary battleground for brands, with significant engagement seen during the release of "Ne Zha," which generated 686 million interactions online during the Spring Festival [3] - The influence of IPs is evident in the rapid sales of merchandise, such as toys and themed products, following the release of "Zootopia 2" [3][18] - Emotional resonance with characters leads to consumer spending beyond just ticket purchases, as seen in the case of "Ne Zha" [5] Group 2: Content Creation and Monetization - Content platforms are enhancing monetization strategies for creators, with a notable increase in creators earning over 1,000 yuan monthly on platforms like Kuaishou, which saw a 12% year-on-year growth [8][10] - The coupling of algorithms, emotional engagement, and commercial monetization is reshaping the global information consumption chain [7] - Video platforms are exploring diverse IP monetization models to extend the lifecycle of IPs, with iQIYI actively developing IP consumer products and experiential businesses [14][16] Group 3: Globalization of IP - The globalization of IP has emerged as a new growth engine for content platforms, with initiatives like the "Inspiration China" program aimed at fostering international collaboration [16] - iQIYI's international business has become a significant growth driver, achieving its highest revenue growth in nearly two years in Q3 [16]