跟风抢“联名”“贪杯”不可取

Core Insights - The release of the movie "Zootopia 2" has significantly boosted the sales of co-branded products, particularly among teenagers who are engaging in excessive consumption to collect merchandise [1][4][12] - The phenomenon of "social currency" is driving demand for these co-branded items, as children seek to showcase their collections on social media [12][13] Group 1: Market Trends - Co-branded products, especially in the food and beverage sector, are becoming increasingly common, with many brands collaborating with popular IPs to attract younger consumers [1][12] - The collaboration between Luckin Coffee and "Zootopia 2" has led to a rapid sell-out of products within days of their launch, indicating strong market demand [14] Group 2: Consumer Behavior - Many teenagers are purchasing excessive quantities of drinks and food items to obtain promotional items, often leading to waste, as they do not consume all the products bought [5][8][9] - The trend of collecting co-branded merchandise is driven by peer influence, with children feeling pressured to participate in order to fit in socially [12][13] Group 3: Marketing Strategies - Companies are using promotional strategies that require consumers to purchase multiple items to receive free gifts, which has been effective in driving sales but raises concerns about waste [14][15] - The scarcity of co-branded items has led to a secondary market where these products are being resold at high prices, indicating a strong demand for limited-edition merchandise [16]