Core Viewpoint - The article discusses the evolving landscape of IP collaboration in marketing, highlighting both the opportunities and pitfalls brands face in leveraging IP for consumer engagement and emotional connection [3][4][18]. Group 1: IP Collaboration Challenges - Many brands are rushing into IP collaborations without a clear strategy, leading to a homogenization of marketing efforts and ineffective ROI [4][18]. - Some brands engage in superficial "stamp-style" collaborations that fail to resonate with consumers, ultimately diluting the value of the IP [4][18]. - A market director from a new beauty brand expressed concerns over high licensing fees without corresponding returns, indicating a lack of systematic evaluation of IP value [4][18]. Group 2: Successful IP Collaboration Strategies - A more refined approach to IP collaboration involves acting as a "bridge" to connect IP owners, suppliers, and cross-industry partners, creating a collaborative "innovation flywheel" [5][7]. - Successful collaborations require identifying emotional touchpoints and creating unique consumer experiences, as demonstrated by Watsons' partnership with the IP "Mengququ" [8][9]. - Watsons' themed pop-up stores and interactive experiences effectively engaged consumers and enhanced brand visibility [11][13]. Group 3: Cross-Industry Collaboration - The article emphasizes the importance of cross-industry collaboration as a survival strategy in a competitive market, moving away from isolated industry practices [19][28]. - Watsons' collaboration with Keep for the "Good Luck Run" event exemplifies how to integrate emotional and experiential marketing to attract target demographics [21][22]. - The focus on creating a community around shared interests and health-conscious lifestyles enhances brand loyalty and consumer engagement [21][22]. Group 4: Ecosystem and Value Creation - Watsons has developed a unique ecosystem that transforms traditional retail into a value community, emphasizing co-creation and shared growth among participants [25][26]. - The integration of data, services, and consumer experiences allows for efficient resource flow and value generation within the ecosystem [26][27]. - This approach not only enhances user engagement but also strengthens brand value and market presence, creating a sustainable competitive advantage [27][28].
IP营销成风，顶级思维究竟是什么？