十五运会和残特奥会官方特许商品旗舰店 摄 / 宋婕 当前，IP 衍生品已经成为传播文化内容、提供独特体验、聚集线上线下受众的重要载体。 今年夏天，十五运会和残特奥会官方特许商品旗舰店在广州开设，选址在日均客流量超 10 万的正佳广场，不远处正是在 2017 年以 84.4 万人 次成为全国单日客流量最高站点的体育西路地铁站。 第一财经观察到，这种将 IP 衍生品商店设在 " 商业地标 + 交通枢纽 " 的区位，以最大程度来扩大受众面的经营模式，已在多类文体旅活动中 得以应用。在 AI 技术和社交文化的推动下，IP 衍生品销售在这一基础上又呈现出新的发展趋势。 IP 衍生品推动情绪消费需求抬升 如今，十五运会和残特奥会官方特许商品零售店就已在包括北京在内的全国多个城市开设了两百余家，大多位于地标、景区、机场、高铁站和 地铁站。此前，相关负责人公开表示，这些零售店都是宣传推广十五运会和残特奥会的窗口。 " 苏超 " 赛事线下唯一的快闪门店，也已经于 8 月 6 日在南京南站开业，店内汇集了 72 个品类、103 款周边产品，涵盖赛事周边文创、纪念 品、潮玩盲盒以及融合江苏非遗元素的特色商品。 IP 衍生品的产销， ...

Core Insights - The IP derivative products have become essential carriers for cultural content dissemination, unique experiences, and audience engagement both online and offline [1] - The market for IP derivative products is transitioning from rapid growth to structural differentiation, driven by frequent cultural and sports events and the emotional value preferences of Generation Z [4] Group 1: Market Trends - The official licensed merchandise stores for the 15th National Games and the Special Olympics have opened over 200 locations across major cities, primarily in landmarks and transportation hubs [2] - The sales of IP derivative products are maturing, with companies like Guangdong Ha Yi Dai Toy Co., Ltd. serving as licensed producers and retailers for major events [2][3] - The integration of traditional scenes with IP derivative products is becoming more common, enhancing marketing and promotional efforts [3] Group 2: Consumer Behavior - The target demographic for trendy toys includes young adults aged 18 to 35, who appreciate cultural stories and design [3] - A significant portion of customers at the IP derivative stores for the 15th National Games and "Su Chao" events are adults, indicating a broader appeal beyond children [3] Group 3: Strategic Development - The IP derivative market is characterized by a "high heat, low barrier, weak sustainability" contradiction, with many companies treating it as a short-term profit tool [4] - Long-term success in the IP derivative market requires a shift from "traffic dependence" to "value accumulation," creating a closed-loop ecosystem of content, derivatives, experiences, and user engagement [4] Group 4: Policy Support - National and local policies are increasingly supporting the design, production, and sales of IP derivative products, promoting the integration of traditional culture into product design [8][9] - Initiatives in provinces like Shandong and Hubei encourage independent development and cross-industry collaboration in cultural creative product development [8][9] Group 5: Future Directions - Companies are focusing on enhancing the full-chain development and channel layout of IP derivatives, with strategic partnerships for innovative product development [10] - The future of IP derivatives lies in creating unique, narrative-driven products that resonate with consumers, leveraging technology for enhanced engagement [9][10]