Core Insights - The film "Demon Slayer: Infinity Castle Chapter 1 Akaza Strikes Again" has achieved a box office of over 400 million yuan and over 1.12 million viewers in mainland China, amidst rumors of its imminent withdrawal from theaters [1] - Despite the uncertainty surrounding its screening schedule, various brands have launched collaborative products with the "Demon Slayer" IP, indicating strong market interest and potential economic impact [4][5] Group 1: Brand Collaborations - Luckin Coffee has launched a series of collaborative products with "Demon Slayer," including a high-priced coffee set that has seen significant consumer interest, demonstrating the effectiveness of IP-driven marketing [3][4] - Other brands, such as Nestlé, Uniqlo, and Pizza Hut, have also engaged in collaborations, offering themed products that have resonated well with consumers, showcasing the broad appeal of the IP [3][4] - The collaboration has extended to the collectible market, with brands like Pop Mart releasing themed blind boxes, indicating a robust demand for merchandise associated with the IP [4][5] Group 2: Market Dynamics - The "Demon Slayer" phenomenon reflects a broader trend in the Chinese market where classic IPs are leveraged for consumer engagement, particularly in the rapidly growing "collaboration economy" [5][6] - The East Asian market has established a complementary relationship where Japan excels in IP creation while China focuses on consumerization, leading to mutual benefits [6][9] - The current market dynamics present an opportunity for Chinese IPs to emerge, as the reliance on foreign IPs poses risks related to high licensing costs and market volatility [10][11] Group 3: Future Directions - Industry experts suggest that Chinese IPs should focus on creating unique content that resonates with local cultural values, moving away from the perception that "two-dimensional" content is solely Japanese [11][12] - There is a call for a shift from merely importing and monetizing foreign IPs to developing and globally operating homegrown IPs, which could enhance the sustainability of the industry [13][14] - Companies like Tencent and Yu Wen Group are already exploring this direction by expanding their IP portfolios and engaging in international markets, indicating a shift towards a more integrated and self-sufficient industry structure [14][15]

新华社太原10月8日电（记者王怡静）"咬开红色外皮的瞬间特别惊喜！"大学生孙宇弘向记者展示着刚买的"嫩牛五方"：红色的外皮包裹着牛 肉、玉米脆和藕丁，"口感很新奇"。孙宇弘表示，自己非常喜欢电影《哪吒之魔童闹海》，买这个套餐主要是为了与电影联名的包装袋和冰箱 贴。 联名产品正在重新定义"节日心意"。"90后"教师赵慧为亲友挑选的礼物颇有巧思：在大白兔快闪店购买的奶香味毛绒挂件盲盒、"大白兔X东 方明珠"文创产品送小孩，与哈利波特联名的项链、手链等饰品送同龄人。 "以前旅游带特产，现在'带体验'、装回忆。"这个假期，在江苏旅游的山西游客赵薇，逛街时发现茶饮品牌霸王茶姬有江苏和安徽区域专属 的中秋限定冰箱贴，于是"立刻拿下"。赵薇说，看到它们就会想起这一次的旅游经历，作为礼物也十分特别，在小小的冰箱贴上呈现出了地区的 文化风格。这种联名模式，让旅途和伴手礼兼具文化感与社交价值。 图为茶饮品牌茶百道与一款国产游戏的联名产品。新华社记者 王怡静 摄 "所谓'性价比'，不是说要买最便宜的，而是要买'品质匹配情感价值'的。"赵慧的想法道出了许多年轻人的心声。 许多人好奇为什么不少年轻人愿意为一张纸片或一个铁片买单，殊不知 ...

Core Insights - The event "New Cultural Creation Ignites New Consumption" held in Shanghai focused on the intersection of digital culture and consumer behavior, emphasizing the importance of IP cross-industry empowerment and innovation in the digital cultural industry [8][10][12]. Group 1: Industry Trends - Digital cultural IP is reshaping the consumption logic of young people, with local governments promoting ecological collaboration in the cultural industry [8][10]. - The integration of technologies like AIGC and business models such as "Guzi Economy" and "Co-branding Economy" is expected to break down industry barriers and drive high-quality economic development [8][10]. - The concept of "emotional embedding" and "social interaction empowerment" is crucial for brands to maintain consumer enthusiasm, as young consumers prioritize emotional connections with products [9][10]. Group 2: Brand Collaboration Strategies - Brands are increasingly focusing on "tone alignment" when selecting collaboration partners, ensuring that the IP's characteristics resonate with their own brand identity [10][11]. - Softstar Technology emphasizes the importance of cultural depth and innovation in collaborations, showcasing successful partnerships with various brands to enhance consumer engagement [10][11]. - Century Huatong has successfully collaborated with hotels and traditional brands, demonstrating that diverse partnerships can rejuvenate brand images and attract younger audiences [11][12]. Group 3: Challenges and Considerations - The tea beverage brand Lemon Right has observed a slowdown in collaboration frequency, highlighting the need for brands to focus on building their own identity while selectively engaging in IP collaborations [13][14]. - Concerns about the effectiveness of collaborations in delivering added value are prevalent, with brands emphasizing the importance of product quality before pursuing co-branding opportunities [14][15]. - The integration of AI in IP collaborations is gaining traction, but many companies remain cautious due to concerns about AI-generated content potentially harming brand reputation [15][16]. Group 4: Intellectual Property Protection - Intellectual property protection is essential for maintaining the value and scarcity of IP, with significant investments required to cultivate successful IPs [16][17]. - The rise of counterfeit products poses challenges for IP holders, necessitating proactive measures to protect brand reputation and market integrity [16][17]. - The industry is actively exploring various legal pathways for protecting intellectual property rights, indicating a collective effort to address infringement issues [16][17].

Group 1 - The core viewpoint of the articles highlights the transformation of consumer behavior among Generation Z, emphasizing emotional engagement and social empowerment as key drivers of consumption [1] - Digital cultural IPs are evolving into "super interfaces" that activate various industries such as cultural tourism, retail, and food and beverage [1] - Government policies are facilitating the development of a collaborative ecosystem in the cultural industry, promoting a model based on content creation, digital transformation, derivative development, and cross-industry empowerment [1] Group 2 - The "New Cultural Creation Ignites New Consumption" salon in Shanghai focused on discussions around innovation in the digital cultural industry and deep development of digital cultural IPs [2][4] - The concept of "tone alignment" emerged as a key consideration for brands when selecting IP partners, emphasizing the importance of compatibility in brand identity [5][7] - Companies like Softstar Technology and Century Huatong are exploring cross-industry collaborations to enhance brand visibility and consumer engagement [9][11] Group 3 - The tea beverage brand Lemon Right has observed a slowdown in the pace of IP collaborations, indicating a shift towards strengthening its own brand identity [12][14] - The importance of brand building is emphasized, with companies recognizing that successful collaborations should enhance their core offerings rather than solely relying on emotional value [14][15] - AI technology is being integrated into IP collaborations, providing interactive experiences and enhancing consumer engagement [17] Group 4 - Intellectual property protection is crucial for the value realization of IPs, with ongoing challenges related to infringement and the need for effective enforcement strategies [19] - The rise of counterfeit products, such as the imitation of the popular IP "Labubu," highlights the ongoing issues within the industry regarding brand reputation and market integrity [19]

Group 1 - The pop-up event of the fragrance doll brand "FUFUSOUL" in Chongqing attracted over 60,000 visitors and increased mall foot traffic by nearly 40% [1] - The collaboration between the brand and the mall featured a limited edition doll inspired by Chongqing's city flower, the camellia, integrating local cultural elements into innovative design, leading to rising sales [1] - The rise of the co-branding economy is driven by the changing consumption patterns of the younger generation, focusing on emotional resonance and personalized experiences [2][4] Group 2 - The co-branding economy has gained momentum, with cultural IP collaborations becoming increasingly popular, as seen in partnerships like "Black Myth: Wukong" with Luckin Coffee and the Sanxingdui Museum [4] - The launch of the cultural derivative toy "MASK Xizai" by the Chongqing China Three Gorges Museum, based on a famous painting, attracted significant consumer interest on its first day of sale [4][7] - The integration of cultural experiences with consumer scenarios has led to a 20% increase in foot traffic during promotional events, showcasing the potential of cultural empowerment in commercial branding [4][5] Group 3 - The co-branding economy is seen as a key driver for consumption upgrades and industry integration, although there are risks of market homogenization and IP overexploitation [7] - Future strategies for museums will focus on extracting cultural connotations from artifacts to develop educational and practical co-branded products that resonate with younger audiences [7] - Companies are encouraged to shift from mere marketing tactics to long-term value creation strategies, emphasizing cultural empowerment, technological integration, and enhanced user experiences [7]

Core Insights - The recent pop-up event of the domestic fragrance doll brand "FUFUSOUL" in Chongqing attracted over 60,000 visitors, boosting mall foot traffic by nearly 40% [1] - The collaboration between the brand and the mall featured a limited edition doll inspired by Chongqing's city flower, the camellia, integrating local cultural elements into innovative design, leading to sustained sales growth [1] - The rise of the "co-branding economy" is driven by the changing consumption patterns of the younger generation, focusing on emotional resonance and personalized experiences, with the co-branding economy in China expected to approach 300 billion yuan in 2023 [1] Group 1 - The co-branding economy is gaining traction, with cultural IP and trendy brands collaborating, leading to increased visibility of co-branded products [3] - The Chongqing China Three Gorges Museum launched a cultural derivative building block doll "MASK Xizai" in collaboration with a commercial brand, which attracted many visitors on its first sale day [3] - The integration of cultural experiences with consumer scenarios has led to a 20% increase in foot traffic during promotional events at the museum [3] Group 2 - The "cultural empowerment" of commercial brands through co-branding is a reflection of cultural confidence in the consumer sector [4] - The co-branding strategy has successfully attracted young consumers to museums, enhancing their understanding of historical culture through gaming collaborations [4] - The co-branding economy is seen as a significant driver of consumption upgrades and industry integration, although there are risks of market homogenization and IP overexploitation [5] Group 3 - Future collaborations will focus on extracting cultural connotations from artifacts to develop educational and practical co-branded cultural products that resonate with young people's interests [5] - Companies are encouraged to return to the essence of their products, focusing on differentiated content co-creation and upgrading co-branding from a marketing tactic to a long-term value creation strategy [5]