《太平年》影视IP联名“催热”国潮新消费

Group 1 - The historical drama "Tai Ping Nian" has gained widespread attention and has led to collaborations between traditional brands like Shaoxing Huangjiu and new consumer brands, promoting a new trend in national consumption [1] - The drama is set against the backdrop of the historical decision made by the King of Wu-Yue, Qian Hongchu, to "return the land to Song," which resonates with many viewers [1] - The collaboration between the traditional Huangjiu brand "Ta Pai" and the production company Huace Group has resulted in the launch of two co-branded Huangjiu products, with "Ta Pai" accounting for 40% of China's Huangjiu exports globally [1] Group 2 - The increasing focus on IP development in the film and television industry is creating mutual benefits, with Huace Group's chairman noting that the collaboration adds material support to the cultural expression of "Tai Ping Nian" [1] - The aesthetic of Song Dynasty is being highlighted through the drama, leading to the launch of a co-branded fragrance by Zhejiang Meitong Aroma Technology Co., which incorporates design elements from the drama [1] - The trend of IP collaborations in the film and television sector is becoming popular among young consumers, serving as a significant driver for market activation [2]