Core Viewpoint - The article discusses the evolving landscape of IP collaboration in marketing, highlighting both the opportunities and pitfalls brands face in leveraging IP for consumer engagement and emotional connection [3][4][18]. Group 1: IP Collaboration Challenges - Many brands are rushing into IP collaborations without a clear strategy, leading to a homogenization of marketing efforts and ineffective ROI [4][18]. - Some brands engage in superficial "stamp-style" collaborations that fail to resonate with consumers, ultimately diluting the value of the IP [4][18]. - A market director from a new beauty brand expressed concerns over high licensing fees without corresponding returns, indicating a lack of systematic evaluation of IP value [4][18]. Group 2: Successful IP Collaboration Strategies - A more refined approach to IP collaboration involves acting as a "bridge" to connect IP owners, suppliers, and cross-industry partners, creating a collaborative "innovation flywheel" [5][7]. - Successful collaborations require identifying emotional touchpoints and creating unique consumer experiences, as demonstrated by Watsons' partnership with the IP "Mengququ" [8][9]. - Watsons' themed pop-up stores and interactive experiences effectively engaged consumers and enhanced brand visibility [11][13]. Group 3: Cross-Industry Collaboration - The article emphasizes the importance of cross-industry collaboration as a survival strategy in a competitive market, moving away from isolated industry practices [19][28]. - Watsons' collaboration with Keep for the "Good Luck Run" event exemplifies how to integrate emotional and experiential marketing to attract target demographics [21][22]. - The focus on creating a community around shared interests and health-conscious lifestyles enhances brand loyalty and consumer engagement [21][22]. Group 4: Ecosystem and Value Creation - Watsons has developed a unique ecosystem that transforms traditional retail into a value community, emphasizing co-creation and shared growth among participants [25][26]. - The integration of data, services, and consumer experiences allows for efficient resource flow and value generation within the ecosystem [26][27]. - This approach not only enhances user engagement but also strengthens brand value and market presence, creating a sustainable competitive advantage [27][28].

Core Viewpoint - The collaboration between the high-end hotpot brand "湊湊" and the international IP "米菲" aims to enhance brand differentiation through customized packages and member benefits, amidst a challenging market environment characterized by intensified competition and brand homogenization [1][3]. Group 1: Collaboration Details - The partnership is a three-month phase, with plans for dynamic evaluation based on consumer feedback, and additional IP collaborations are being considered [3]. - The collaboration includes special packages for different group sizes and a children's menu featuring 米菲-themed products, alongside an upgraded membership system offering exclusive merchandise [3]. - The primary goal of the collaboration is not just sales growth but to deepen the integration with the 米菲 IP to strengthen brand identity, targeting a revenue increase during the collaboration period and a 25% boost in store traffic [3][4]. Group 2: Market Challenges - 湊湊 has faced significant challenges, including the closure of 73 stores within a year, resulting in a net reduction of 60 stores, leaving only 197 operational locations [6]. - The financial performance of the parent company, 呷哺集团, has shown a continuous increase in net losses over the past four years, totaling nearly 1.2 billion HKD, with 湊湊 accounting for a substantial portion of these losses [6]. - The brand's table turnover rate has declined from 2 times per day to 1.6 times, indicating ongoing market performance issues [6][7]. Group 3: Industry Trends - The trend of IP collaborations in the restaurant industry has surged, with over 20 such activities reported in the first quarter, indicating a growing strategy to leverage popular IPs for customer engagement [8]. - Successful IP collaborations can significantly enhance brand visibility and customer experience, but brands must avoid superficial partnerships that do not align with their core values to ensure long-term impact [9]. - The key challenge for brands is to convert the temporary traffic generated by IP collaborations into lasting customer loyalty, emphasizing the importance of integrating these initiatives into broader brand strategies [9].