大润发首次跨界合作蛋仔派对 游戏寻宝创新年货消费体验

Group 1 - The core collaboration between Gao Xin Retail's brand RT-Mart and the popular game IP "Egg Party" aims to enhance the shopping experience during the Chinese New Year by introducing an interactive treasure hunt activity [1] - The partnership leverages the traditional "New Year Goods Street" concept, which is a key shopping scene for families, and aligns with the exploration and treasure-hunting elements of the game, appealing to young families and Generation Z [1] - Six co-branded custom cakes have been launched, including cranberry star cakes and sea salt explosion puffs, catering to the preferences of younger consumers while transforming the shopping process into a family-oriented activity [1] Group 2 - This cross-industry collaboration represents a strategic market innovation and brand rejuvenation for RT-Mart, following a recent management transition [2] - The new CEO has emphasized enhancing supplier collaboration, improving product quality and differentiation, and empowering consumer experiences through cultural engagement [2] - The partnership with a trendy IP is a key step in materializing the "experience empowerment" strategy, aiming to create emotional connections and unique offline experiences by gamifying traditional retail settings [2]