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]

市民、游客在重庆星光68广场的"FUFUSOUL"快闪店选购商品。新华社记者周思宇摄 新华社重庆7月31日电（记者周思宇、吴梦桐）吸引超6万人打卡，带动商场客流量提升近四成——这是近期国内香氛玩偶品牌"FUFUSOUL"快 闪重庆的"成绩单"。 重庆星光68广场推广部负责人介绍，快闪活动期间，商场与品牌推出了限定联名款玩偶，其香氛灵感来源于重庆"市花"山茶花，将城市文化基 因融入创新设计，销量持续走高。 走到展台前，来自浙江宁波的游客小潘忍不住停下脚步，"这一款在别的城市买不到，作为伴手礼送给朋友很有意义。" 伴随年轻一代消费观的改变，侧重情感共鸣的联名经济应运而生，撬动消费增量新空间。研究数据显示，2024年中国新青年消费需求类型中， 日常需求、取悦自我和IP联名位列前三，预计今年中国联名经济规模将接近3000亿元。 "从功能满足到情感共鸣、从大众趋同到个性表达，年轻人的消费心理正经历深刻转变。"重庆工商大学经济学院副教授熊兴认为，联名经济精 准捕捉这一趋势，以稀缺性、个性化、故事性赋予产品多元价值，催生消费新范式。 "文化可以为商业品牌赋能，让品牌IP更具生命力，更有内涵。"池林表示，文物的精神价值是无穷 ...