别让IP衍生品成为“上头”的快消品

Core Insights - The release of "Zootopia 2" has sparked a renewed interest in IP derivative products, with young consumers willing to spend for emotional value rather than just products [1][2] - The Chinese IP derivative market is projected to reach 75.3 billion yuan by 2025, reflecting a growth of over 60% [1] - The current trend indicates a shift towards emotional fulfillment through consumption, where products serve as emotional anchors and social currency [1] Market Dynamics - The popularity of IP derivative products is driven by a fast-paced, high-pressure society where consumers seek immediate emotional satisfaction [1] - The blind box mechanism enhances the emotional experience, catering to Generation Z's desire for ritual and participation [1] - Many IP derivative products are currently in a "traffic harvesting" phase, lacking deep exploration of the IP's core and long-term operation strategies [1][2] Consumer Behavior - Some brands simplify "emotional value" into marketing tactics, leading consumers to feel empty after impulsive purchases [2] - The emotional connection to products is often manipulated by algorithms, creating a sense of urgency and identity anxiety among consumers [2] - True emotional value should not be defined by businesses, and consumers are encouraged to find alternative ways to express their love for characters beyond spending [3] Industry Recommendations - The industry needs to shift from a "traffic thinking" approach to a "value thinking" approach, focusing on the core content and avoiding superficial branding [2] - Derivative product design should balance emotional expression with practical functionality, ensuring that consumer affection is not just a fleeting impulse [2] - Regulatory bodies should monitor trends like blind boxes for gambling tendencies and regulate speculative trading in the secondary market [2]