Core Viewpoint - Deli Group is facing challenges in its core business and is attempting to pivot towards the "IP economy" to attract younger consumers, as evidenced by recent marketing initiatives and product launches [3][10][11]. Group 1: Company Challenges and Responses - A recent incident involving the dismissal of an employee due to a physical condition has prompted Deli Group to issue an apology, highlighting the company's sensitivity to public perception [3]. - Deli Group has been struggling in its main business and is shifting its strategy to adapt to changing market conditions, particularly targeting the Z generation with new marketing approaches [3][10]. - The company has launched a "Super Stationery Festival" in 26 major cities, featuring collaborations with popular IPs to create a unique consumer experience [3][7]. Group 2: Marketing and Product Strategy - Deli Group has been actively collaborating with well-known IPs, releasing new products every 1-2 months since last year, aiming to capture the emotional value of younger consumers [5][7]. - The first "Super Stationery Festival" in February attracted over 100,000 visitors in its opening week, indicating strong consumer interest in the new product offerings [7]. - The company is focusing on integrating innovative designs and color aesthetics into its products to appeal to the younger demographic [5][10]. Group 3: Industry Context and Competition - The rise of the "IP economy" has prompted both Deli Group and its competitor, Morning Glory, to adapt their strategies, with Morning Glory having entered this space earlier [8][10]. - The current market for stationery is evolving, with younger consumers now being a significant target demographic, necessitating a shift in product offerings from traditional stationery to more innovative and engaging items [11][13]. - The overall environment for the "IP economy" in China is still in its early stages, presenting both opportunities and challenges for established companies like Deli Group [13][15].