Core Insights - The collaboration between Keep and the global IP "Harry Potter" has launched a unique online running event and series of challenges, creating a sports experience with both ceremonial and collectible value for fans [1][2]. Group 1: Event Overview - The collaboration features two main events: the "Harry Potter and the Sorcerer's Stone | Harry Potter Themed Online Run" focused on medals, and the "Return to Hogwarts | Harry Potter Themed Limited-Time Challenge" centered around badges [2]. - Since its launch on July 4, the event has attracted over 30,000 subscribers, with a significant increase in participants after the official launch on July 11 [2]. Group 2: Unique Offerings - Keep has introduced two creatively designed "magical" medals: the "Fun Version" with a rotating mirror mechanism depicting a classic scene of Harry meeting his parents, and the "Classic Version" replicating the moment Harry receives his Hogwarts acceptance letter [4]. - The running distance for the online run is set at 1.991 kilometers, honoring Harry Potter's first year at Hogwarts [4]. Group 3: User Engagement and Experience - Participants can unlock five magnetic badges by completing a 50-kilocalorie exercise task, which can serve as both fridge magnets and personal accessories [4]. - Users can also join the "Harry Potter Series Keep Magic Challenge," selecting their preferred Hogwarts house and participating in exercise challenges for rewards [4]. Group 4: Cultural and Emotional Value - Keep's medal culture redefines sports aesthetics by transforming invisible efforts into tangible rewards, enhancing the emotional connection between users and their sports experiences [5]. - The collaboration with popular IPs like "Harry Potter" stimulates diverse groups to engage in sports, expressing their love for the culture through physical achievements [5]. Group 5: Company Performance - According to Keep's 2024 ESG report, the company hosted 807 online sports events and 3 offline medal exhibitions in 2024, attracting over 6.86 million participants [5].

Group 1 - The article discusses the importance of a strong IP (intellectual property) for companies, highlighting that a positive IP can empower a business while a negative one can lead to its downfall [2][26] - Xiaomi's new car model, the YU7, was launched at a starting price of 253,500 yuan, achieving significant pre-order success with over 200,000 units reserved within three minutes and nearly 289,000 within an hour [3][5] - Xiaomi's stock price reached a historic high of 61 HKD, with a market capitalization of 1.54 trillion HKD, indicating strong investor confidence in the company's performance [5] Group 2 - The article emphasizes that the success of the YU7 is attributed not only to its quality but also to effective marketing and the strong personal brand of its founder, Lei Jun [7][10] - The piece compares Xiaomi's marketing strategy to other successful brands, noting that emotional connection and trust play a crucial role in consumer purchasing decisions [19][21] - It contrasts Xiaomi's success with Tesla's struggles, particularly due to negative perceptions surrounding its CEO, Elon Musk, which have impacted Tesla's sales in Europe and China [22][24][25]

Core Viewpoint - The use of LABUBU as a promotional tool by banks to attract deposits has gained significant traction, reflecting a shift in marketing strategies to appeal to younger demographics [1][5][6] Group 1: LABUBU's Popularity and Market Impact - LABUBU, created by designer Long Jia Sheng in 2015, has evolved into a top IP, with its third generation product launching in April 2023 and achieving global sales success, including topping the US App Store shopping chart [1][7] - The popularity of LABUBU has been amplified by endorsements from numerous celebrities, leading to high demand and scarcity in the market, with reports of aggressive purchasing behavior [3][5] - Morgan Stanley predicts that LABUBU will significantly contribute to the growth of Pop Mart's overseas sales, with a forecasted increase of 152% by 2025 and a compound annual growth rate of 42% from 2025 to 2027 [7] Group 2: Banking Strategies and Regulatory Environment - Banks, including Ping An Bank and others, have adopted LABUBU as a means to attract deposits, with promotional activities requiring customers to deposit significant amounts to receive LABUBU products [1][5][6] - Regulatory bodies have begun to impose restrictions on banks offering physical gifts like LABUBU to attract deposits, mandating a halt to such practices and requiring a phased exit from existing promotional products by the end of 2025 [6] - The competitive pressure on bank employees to meet deposit targets has led to innovative yet risky strategies, with some employees resorting to personal purchases of LABUBU to retain clients [5][6]

Core Insights - The card game industry has seen explosive growth, with a company achieving revenue of 10.057 billion RMB in 2024, a significant increase from 2.662 billion RMB in 2023, and 4.131 billion RMB in 2022, indicating a strong upward trend in the market [3] - The emotional value associated with card collecting has become a driving force for consumer engagement, transforming simple cards into valuable collectibles and investment opportunities [4][17] - The integration of IP marketing, blind box strategies, and community engagement has created a comprehensive emotional marketing loop that resonates with younger consumers [5][10][17] Revenue and Profitability - The card game company reported a revenue of 10.057 billion RMB for 2024, with a cost of sales of 3.2915 billion RMB, reflecting a robust business model [3] - In the previous year, the company achieved a revenue of 100.57 billion RMB, with an adjusted net profit of 44.66 billion RMB, showcasing a year-on-year growth of 277.8% and 378.2% respectively [2] Marketing Strategies - The company has developed a diverse IP matrix with 70 different IPs, including popular franchises like Ultraman and Harry Potter, which has helped in establishing deep connections with consumers [7] - The blind box marketing strategy has lowered entry barriers for consumers, with prices for popular products ranging from 2 RMB to 10 RMB, encouraging repeat purchases [8] - Community marketing has enhanced social interactions among consumers, turning card collecting into a social activity that fosters connections among like-minded individuals [10][14] Consumer Behavior - The younger generation, particularly Gen Z, is more inclined to spend on emotional experiences rather than functional products, leading to a shift in consumption patterns [17][18] - The anticipation and excitement associated with blind box purchases have proven to be significant motivators for consumer engagement, often surpassing the value of the products themselves [9][10] Social Engagement - Live streaming of card unpacking has emerged as a new trend, creating a communal experience that enhances consumer interaction and engagement [13][14] - Physical card shops and pop-up stores have become social hubs, attracting large crowds and facilitating community building around card collecting [16]

Group 1 - The core viewpoint of the article highlights the emergence of "emotional economy" as a new consumer space driven by diverse shopping needs among young people, with over 40.1% of them willing to pay for emotional value and interests in 2024 [1] - JD Supermarket is positioning itself as a leading e-commerce platform by integrating IP (intellectual property) with products, aiming to enhance user engagement and meet deeper emotional needs while creating new growth opportunities for fast-moving consumer goods (FMCG) brands [1][3] - The launch event of the "Eat, Drink, and Play" themed IP amusement park at JD's headquarters features collaborations with 17 major IPs, including Disney and Hello Kitty, and introduces promotional activities such as 1 yuan flash sales and discounts [1][3] Group 2 - JD Supermarket is the first in the industry to establish a large-scale IP marketing platform, leveraging its self-operated model to provide comprehensive services from product selection to execution for brand partners, allowing them to share platform traffic without additional investment [3] - The company plans to continue enhancing its self-operated advantages through a threefold upgrade of "IP + scene + service," transforming IP products from mere "traffic symbols" into "emotional carriers," thereby opening up a new trillion-level emotional consumption market for the FMCG industry [3]

Core Viewpoint - The article discusses the successful collaboration between Mengniu and the animated film "Nezha: Birth of the Demon Child," highlighting the transformation of IP marketing from merely chasing traffic to creating long-term brand value [2][3][5]. Group 1: Box Office and Commercial Success - "Nezha: Birth of the Demon Child" has achieved a total box office of over 14.9 billion [1]. - The collaboration with Mengniu has led to significant commercial success, with customized products like Nezha-themed milk selling out in just six days [2]. Group 2: Transformation of IP Marketing - The article emphasizes a shift in IP marketing strategy from "traffic-oriented" to "value-oriented," focusing on long-term brand equity rather than short-lived attention [3][5]. - Mengniu's approach includes creating reusable brand symbols that can be leveraged year after year, exemplified by their annual campaign "Yao Qiang Shi Shi Niu" during the Spring Festival [3]. Group 3: Effective IP Marketing Strategies - Successful IP marketing requires high-frequency engagement and emotional resonance with consumers, moving beyond traditional advertising methods [5][6]. - Mengniu's collaboration with the film's director resulted in innovative advertising that integrates humor and product functionality, enhancing consumer connection [5]. Group 4: Data-Driven Insights - The article highlights the importance of data-driven insights in predicting consumer trends and effectively planning marketing strategies, as demonstrated by Mengniu's proactive approach to the Spring Festival marketing campaign [8][9]. - The need for brands to develop keen observational skills to capture consumer interests and underlying trends is emphasized [9].