当IP成为消费驱动力，如何“装配”它？

Core Insights - The article discusses the rapid growth of the IP (Intellectual Property) and consumer market in China, particularly in the digital entertainment sector, with projections indicating a market size of 753 billion yuan by 2025, reflecting a year-on-year growth of 62.8% [1] - The "IP + food" market is expected to reach 414.8 billion yuan by 2025, with a compound annual growth rate of 10.6% from 2025 to 2029, and an even higher growth rate of 18.5% in the Chinese market during the same period [2] - The integration of IP into consumer products is evolving from mere promotional tools to strategic brand assets that enhance emotional connections with consumers [3][8] Group 1: Market Trends - The IP-related consumer products have seen significant sales, with the "Nezha 2" movie generating hundreds of billions in sales from its merchandise [1] - A survey indicates that 49% of users consider IP to be a "plus" in their purchasing decisions, with 50.3% of respondents planning to increase their IP-related spending in 2025 [1] - The IP + food market is becoming a key driver for brands to innovate and differentiate in a highly competitive landscape [2][7] Group 2: Brand Strategies - Brands like Yili and Mengniu are leveraging popular IPs to create products that resonate emotionally with consumers, moving beyond simple collaborations to deeper brand narratives [3][5] - Yili's collaboration with "Zootopia 2" resulted in a unique jasmine tea milk tea product that aligns with family consumption scenarios, enhancing brand image and consumer engagement [4] - Mengniu's partnership with "Nezha 2" not only produced co-branded products but also integrated the film's themes into product design, significantly boosting social media engagement [6] Group 3: Consumer Engagement - The concept of "social currency" is emerging, where products are designed to be shareable and collectible, enhancing user interaction and brand loyalty [4][8] - The collaboration between brands and IPs is increasingly focused on creating emotional connections, with products designed to evoke feelings and social sharing among consumers [10][11] - The "health food play" category is gaining traction, with products designed for children that combine safety, nutrition, and emotional engagement, reflecting a shift in consumer expectations [12][14]