Core Viewpoint - The article discusses the growing importance of merchandise sales for gaming companies, particularly in the context of the rising popularity of "谷子" (merchandise) among young consumers, highlighting the success of the brand "叠纸心意" in this market [2][3]. Group 1: Market Performance - During the 618 shopping festival, "叠纸心意" surpassed competitors like "泡泡玛特" and "万代" to top the "天猫潮玩抢先购成交榜" [2]. - The "全球品牌中国线上500强榜单" (CBI500) included "叠纸心意," "米哈游," and "光与夜之恋," indicating strong online sales performance [3]. - "叠纸心意" achieved over 2 billion yuan in sales on the first day of new product launches before the 2024 Double Eleven event [11]. Group 2: Consumer Demographics - The brand has a significant advantage in the 18-24 age group, with notable growth in transaction amounts and customer retention rates [3]. - The merchandise primarily targets female consumers, leveraging the emotional connection and loyalty associated with popular game IPs [9][30]. Group 3: Product Strategy - "叠纸心意" focuses on low-priced items like keychains and standees, aligning with the consumption trends of young consumers [9]. - The brand has developed products around three major IPs, including "暖暖," "恋与制作人," and "恋与深空," catering to diverse consumer preferences [9][30]. - The merchandise is sold exclusively through an online flagship store on Tmall, allowing the company to maintain control over sales and consumer feedback [9][31]. Group 4: Sales Dynamics - The brand's sales strategy includes limited-time pre-sale models, which create urgency among consumers and stabilize secondary market prices [31]. - Despite mixed consumer feedback, the strong appeal of game characters drives continued sales, with significant volumes reported for new product launches [18][30]. Group 5: Future Prospects - "叠纸心意" is cautiously expanding its merchandise offerings, with plans to enhance its influence both online and offline [41]. - The recent success of the "DearNikki" brand, which features high-quality blind boxes, indicates potential for further growth in the merchandise sector [36][40].