转自：中国质量报 在包装饮用水这类高度同质化品类中，IP联名正成为打破价格战困局、创造差异化价值的关键。屈臣氏 与儿童IP的联名水，通过可拼图式瓶身设计和定制徽章，将一次性消耗品转化为可持续互动的情感载 体。产品生命周期从"购买—饮用—丢弃"的线性过程，重构为"购买—饮用—玩耍—收藏"的闭环体验。 这一创新不仅解决了儿童饮水难题，更培养了产品忠诚度和情感连接。瓶装水从功能型产品转变为情感 型体验，其价值延伸至饮用后的互动乐趣和社交价值，为传统快消品突破同质化竞争提供了新思路。 最为深刻的变革发生在品类创新层面。沃隆与《汪汪队立大功》的合作，超越了传统IP联名，开创 了"健康食玩"新赛道。面对家长对健康与孩子对趣味的双重需求，双方通过深度调研，开发出兼具营养 安全与IP趣味的联名坚果。这一创新是多维价值的融合：健康工艺满足营养需求；IP形象提升食用意 愿；互动设计增强情感连接。此次合作不仅是一次营销成功，更是以产品为载体，创造了一个融合安 全、情感与场景的高价值新品类，实现了从"卖产品"到"创场景"的范式转变。 在这些成功背后，电商平台的全链路赋能作用显著。平台通过消费大数据精准识别客群，依托内容工具 放大IP ...

Core Insights - The article discusses the rapid growth of the IP (Intellectual Property) and consumer market in China, particularly in the digital entertainment sector, with projections indicating a market size of 753 billion yuan by 2025, reflecting a year-on-year growth of 62.8% [1] - The "IP + food" market is expected to reach 414.8 billion yuan by 2025, with a compound annual growth rate of 10.6% from 2025 to 2029, and an even higher growth rate of 18.5% in the Chinese market during the same period [2] - The integration of IP into consumer products is evolving from mere promotional tools to strategic brand assets that enhance emotional connections with consumers [3][8] Group 1: Market Trends - The IP-related consumer products have seen significant sales, with the "Nezha 2" movie generating hundreds of billions in sales from its merchandise [1] - A survey indicates that 49% of users consider IP to be a "plus" in their purchasing decisions, with 50.3% of respondents planning to increase their IP-related spending in 2025 [1] - The IP + food market is becoming a key driver for brands to innovate and differentiate in a highly competitive landscape [2][7] Group 2: Brand Strategies - Brands like Yili and Mengniu are leveraging popular IPs to create products that resonate emotionally with consumers, moving beyond simple collaborations to deeper brand narratives [3][5] - Yili's collaboration with "Zootopia 2" resulted in a unique jasmine tea milk tea product that aligns with family consumption scenarios, enhancing brand image and consumer engagement [4] - Mengniu's partnership with "Nezha 2" not only produced co-branded products but also integrated the film's themes into product design, significantly boosting social media engagement [6] Group 3: Consumer Engagement - The concept of "social currency" is emerging, where products are designed to be shareable and collectible, enhancing user interaction and brand loyalty [4][8] - The collaboration between brands and IPs is increasingly focused on creating emotional connections, with products designed to evoke feelings and social sharing among consumers [10][11] - The "health food play" category is gaining traction, with products designed for children that combine safety, nutrition, and emotional engagement, reflecting a shift in consumer expectations [12][14]