Core Viewpoint - The article discusses how to maintain the popularity of sports event IPs after they have gained traction, emphasizing the importance of integrating these IPs into everyday culture and consumer life [3][20]. Group 1: Event Merchandise and Sales - The mascots "Xi Yang Yang" and "Le Rong Rong" gained popularity during the 15th National Games, transforming into symbols of local cuisine and becoming a new form of "social currency" [3][12]. - The sales of licensed merchandise during the event reached 680 million yuan, with a significant portion of sales occurring in the Guangdong-Hong Kong-Macao Greater Bay Area [11][18]. - Popular items, such as bubble-blowing toys and enamel cups, sold out quickly, indicating high consumer demand and engagement [5][9]. Group 2: Consumer Engagement and Cultural Integration - The mascots have developed a second identity through internet culture, becoming associated with local dishes, which has enhanced their appeal [13][23]. - The interaction between official designs and user-generated content has been crucial for the mascots' success, as it fosters a sense of community and participation [16][19]. - The article highlights the shift in sports consumption from niche markets to mainstream, emphasizing the need for products to resonate emotionally with consumers [18][24]. Group 3: Challenges and Future Directions - The article identifies a key challenge in the industry: the decline in popularity of event IPs post-event, leading to reduced consumer interest and resale value [21][23]. - It suggests that successful IPs can evolve beyond their original events by integrating with local culture and trends, thus maintaining relevance [23][25]. - The trend of merging event merchandise with practical items, such as everyday products and precious metals, is seen as a way to enhance the utility and value of these products [25][26].