犹记得2016年，支付宝首次推出"集五福"活动。一张全网难求的"敬业福"，瞬间点燃全民参与的热情。一时间，朋友圈被各种"扫福"姿势刷屏，好友列表 里"换福吗"的问候此起彼伏。与之相伴的还有各种玩梗二创，共同构筑了现象级的新春集体记忆。 11年来，"集五福"早已超越单纯的营销活动，成为新春期间全国人民耳熟能详的新年俗。并且，在支付宝的不断创新下，成为一种轻量、有趣且充满参与 感的独特娱乐场景，持续吸引着年轻人。 2026年1月27日，农历马年"集福"比往年来得更早一些。从这一天到2月2日，早鸟期正式开启。其中核心的"抢头福"玩法，不仅提前预热节日氛围，还 将"抢头香"祈求新年好运的传统心理，巧妙转化到互动社交中。 更惊喜的是，今年集福延续了去年备受好评的"主题福卡"玩法。今年18大IP，从《乡村爱情》《惊蛰无声》《镖人：风起大漠》等国民级影视作品，风靡 全球的《王者荣耀》《原神》《小马宝莉》等游戏、动漫，再到上海迪士尼乐园等知名娱乐品牌，IP阵容更强大，也更贴近当代年轻人的潮流话题与情感 消费场域。 在IP经济与IP消费蓬勃发展的大趋势下，IP价值的最大化，越来越离不开"超级场景"提供的杠杆效应。"集五福"恰恰 ...

Core Viewpoint - The article discusses how the KTV industry, traditionally seen as outdated, is being transformed by the company Star Gathering into a vibrant "third space" that fosters social connections and emotional experiences, moving beyond just singing to a broader entertainment and social engagement model [2][4][10]. Group 1: Company Strategy - Star Gathering aims to redefine KTV by creating a "third space" that meets the fundamental social need for real connections in the digital age, offering a venue for various activities beyond singing [4][10]. - The company has established a systematic strategy based on "super scenes," "super IP," and "super retail" to enhance user experience and create emotional value [12][19]. - Star Gathering has ambitious expansion plans, targeting 2,000 domestic stores and 300 overseas within three years, with a current presence in over 130 cities and nearly 1,000 stores [2][4]. Group 2: Market Positioning - The company positions itself as a leader in music social spaces, with over 30 million members and a recent international expansion into Japan [2][4]. - Star Gathering's approach emphasizes the importance of "gathering" as the core value of KTV, rather than merely providing singing services, thus appealing to a broader audience [10][12]. - The transformation of KTV into a "super scene" involves significant redesigns of private rooms and the introduction of advanced technology to enhance user interaction and experience [12][19]. Group 3: Emotional Value and Consumer Engagement - The concept of "emotional value" is central to Star Gathering's business model, focusing on creating memorable experiences that resonate with consumers' emotional needs [18][19]. - The introduction of "Star Baby," a plush toy that serves as a cultural and emotional guide, is part of the strategy to build a strong brand identity and enhance customer engagement [15][17]. - The retail strategy is driven by emotional connections rather than traditional sales tactics, encouraging impulse purchases in a social setting [18][19]. Group 4: Cultural Impact and Future Vision - Star Gathering's collaboration with the Oriental Wind Music Awards aims to integrate quality music IP with entertainment spaces, fostering a complete ecosystem for original content creation and cultural dissemination [24][26]. - The company envisions itself as a cultural ambassador for Eastern music, aiming to expand its influence globally and create a platform for cultural exchange [27]. - The combination of strong organizational capabilities and continuous content development is seen as essential for the brand's long-term success and cultural impact [23][27].