Core Insights - The article discusses the contrasting trends in the collaboration strategies of the tea and coffee industries in China, highlighting a significant decline in tea collaborations while coffee collaborations are thriving and expanding rapidly [4][6]. Group 1: Market Trends - In 2025, the number of new tea drink collaborations dropped from 149 in the same period of 2024 to 72, representing a decline of over 50% [7]. - Conversely, coffee brands increased their collaboration activities, with major brands initiating 92 collaborations from 2024 to July 2025, and Luckin Coffee leading with 24 collaborations in 24 months [7][9]. Group 2: Reasons for Coffee Collaboration Growth - The coffee market in China is growing at an annual rate exceeding 30%, indicating significant untapped potential. Collaborations serve as an effective means for coffee brands to reach new customers and enhance brand visibility [9]. - Coffee brands are targeting younger consumers, particularly the Z generation (ages 18-35), who are willing to pay a premium for limited edition products, with 35% of them participating in events specifically for exclusive merchandise [9]. Group 3: Evolution of Collaboration Strategies - The approach to collaborations has shifted from merely leveraging traffic to creating value through deep co-creation. This includes a focus on IP strategies that prioritize emotional connections and cultural relevance [10][18]. - Local IPs are gaining prominence, with over two-thirds of summer collaborations utilizing domestic IPs, reflecting a cultural shift among younger consumers who prefer content that resonates with their identity [11]. Group 4: Long-term Collaboration Models - The collaboration model has transitioned to long-term co-creation, reducing costs and enhancing emotional connections with consumers. For instance, Luckin Coffee's ongoing partnership with the "Red Mansion" ballet demonstrates this shift [18][21]. - Traditional models where IPs only provided image licensing have been replaced by deeper involvement in product development and marketing strategies, as seen in collaborations between brands like Blue Bottle Coffee and Marimekko [22].

Core Insights - The company, Shouchuan Culture, is known for its collectible products, particularly the limited edition "Black Myth: Wukong" gift box, which sold out within one minute of its release [1][3] - Shouchuan Culture is expanding its focus from primarily Western IPs to include more domestic IPs, reflecting a shift in market strategy [1][3] - The company operates two main brands: Queen Studios, which specializes in high-end static sculptures, and INART, which focuses on articulated figures [3][5] Company Operations - Shouchuan Culture collaborates with IP owners to obtain licensing rights for creating models and figures, currently holding nearly 100 IP copyrights globally, with annual licensing fees in the tens of millions [3][5] - The company’s products are manufactured in Guangdong, involving both manual and machine production processes, with a focus on high-quality materials such as silicone and resin [5] - The target customer base for static sculptures primarily consists of collectors and enthusiasts aged 30 and above, while articulated figures appeal to a broader audience, including younger demographics like college students [5] Industry Context - Shouchuan Culture is part of the digital cultural industry development in Hangzhou's Liangzhu New City, which emphasizes the integration of culture and technology [5] - The Dream Lake Town, where Shouchuan Culture is located, aims to create a digital cultural ecosystem, supporting over 1,500 digital cultural enterprises [5]