让IP成为消费加分项

Core Insights - The article discusses the transformation of IP collaborations in the Chinese consumer market from mere marketing tactics to strategic engines driving consumer upgrades and product value redefinition [1][2][3][4] Group 1: Evolution of IP Collaborations - IP collaborations have shifted from being viewed as short-term promotional tactics to deep, value-driven partnerships that resonate with brand identity and consumer emotions [1][2] - Successful collaborations, such as the partnership between Yili and "Zootopia 2," illustrate how brands can integrate IP's core spirit into their products, creating emotional connections and enhancing product value [1] - The collaboration between Mengniu and "Nezha 2" exemplifies how brands can align their core values with IP narratives, resulting in a deeper brand persona and enhanced consumer engagement [2] Group 2: Innovation in Product Categories - The partnership between Wolong and "Paw Patrol" has led to the creation of a new category of "healthy play food," addressing both nutritional needs and children's desire for fun [3] - This innovation reflects a paradigm shift from merely selling products to creating engaging experiences that combine safety, emotion, and context [3] Group 3: Role of E-commerce Platforms - E-commerce platforms play a crucial role in maximizing IP value by leveraging consumer data to identify target audiences and enhance product offerings [3] - The collaboration between Nestlé and the "Line Dog" demonstrates how platforms can integrate exposure, transactions, and membership to create sustainable user assets [3] Group 4: Trends in the IP Consumer Market - The current trends in the Chinese IP consumer market include a shift from well-known IPs to niche and emerging IPs, moving from simple licensing to deep co-creation, and evolving from marketing collaborations to ecosystem building [4] - As consumers increasingly seek emotional, social, and experiential value, IP collaborations are becoming essential rather than optional for brands [4] - The integration of IP into everyday consumer products signifies a deeper connection between products and emotions, transforming consumption into a meaningful experience [4]