（央视财经《天下财经》）第十五届全运会正在举行，相关特许商品也迎来热销。 编辑：王昕宇 在岗厦北地铁站内的十五运会特许商店，不少经过的市民和游客都会特意走进店内，挑选心仪的纪念好 物。 十五运会和残特奥会特许商品旗舰店经理 吴海燕：销售异常火爆，比开幕之前，可能要增长10倍以 上。 转载请注明央视财经 在十五运会特许商店湾区之眼旗舰店内，不少消费者为了选购心仪商品，提前三个小时在店里排队等 候。 广东深圳市民：我在等十二生肖的盲盒，大概还要等三个小时，因为这一款现在是比较火爆的。 在十五运会特许商品市民中心店，门店刚开门营业就有不少市民和游客前来选购。门店负责人介绍，比 赛期间，每天都要打包上百箱纪念商品发往全国各地，其中纪念币、玩偶等备受欢迎。 ...

Core Insights - The article highlights the significant consumer demand for the mascots "喜洋洋" and "乐融融" related to the 15th National Games and the Special Olympics, leading to a surge in sales and production of related merchandise [1][4][10] - The total market value of licensed products has exceeded 680 million yuan, with over 2,800 licensed products approved, marking the highest number in history [1][10] - The mascots have become a cultural and commercial phenomenon, with a strong online presence and engagement, indicating their potential as a leading cultural IP in the Greater Bay Area [1][10][14] Sales and Market Dynamics - The sales of the mascots have been exceptionally high, with some stores reporting daily sales exceeding 130,000 yuan and long queues outside retail locations [5][9] - The demand has led to stock shortages, with many stores posting notices about sold-out items and consumers actively seeking products across multiple locations [4][7] - The online sales have also been robust, with significant quantities of merchandise sold out during live-streaming events [10][11] Production and Supply Chain - The production of mascot-related merchandise has ramped up significantly, with manufacturers like 文博工艺 increasing workforce and production capacity to meet demand [11][14] - The company has received substantial orders, with projections indicating total production could exceed 1 million units for the event [11][14] - The Greater Bay Area's efficient supply chain and manufacturing capabilities have facilitated rapid production and distribution of these popular items [14][15] Consumer Demographics and Preferences - The consumer base includes a diverse demographic, with both young people and older collectors showing interest in the products, particularly limited edition items [9][10] - The younger generation is particularly drawn to stress-relief and therapeutic products, which aligns with the design and marketing of the mascots [10][14] - The article notes that international tourists are also purchasing these products, indicating a broader appeal beyond local consumers [9][10] Cultural and Economic Impact - The mascots represent a successful case of cultural IP leveraging, with the potential for long-term brand development beyond the event [15][16] - The article emphasizes the need for a sustainable ecosystem for cultural IP development, suggesting that the focus should be on transforming short-term successes into lasting brand value [15][16] - The collaboration between design, production, and sales within the Greater Bay Area is highlighted as a model for future cultural and commercial initiatives [14][15]

"从1月16号开始第一次开始做全运会的零售，完成第一个500万花了9个月；而在刚刚过去的11月的12天 里，我们做到了接近1,000万的业绩"。广州文化集团产业运营公司副总经理彭浩告诉21世纪经济报道记 者，这个成绩远超自己此前预测。 与此同时，出现在全运会开幕式上的"鳌鱼"形象也收到了大家的追捧。在被问及是否会推出鳌鱼形象相 关周边时，彭浩表示"这个后续可以期待一下"。 全运会捧红了一对"顶流明星"。 （原标题：喜洋洋、乐融融周边十二天售卖近千万！鳌鱼或将加入"广州礼物"） 近日，第十五届全国运动会及第十二届残疾人运动会暨第九届特殊奥林匹克运动会的吉祥物"喜洋洋" 和 "乐融融"在网络走红，其相关特许商品已开发出 20 个品类近 3000 款，包括吹泡泡挂饰、十二生肖 盲盒、醒狮挂饰等，其中十二生肖盲盒一度线上线下断货，在二手平台还出现溢价情况。 21世纪经济报道记者 刘婧汐 钟宸 广州报道 ...

创意与科技的化学反应 此次十五运会吉祥物的周边产品备受欢迎，其成功的秘诀除了IP本身的高人气，更离不开以"赛事特色 +地域优势"为核心的创意设计与产品开发。 传统文化与赛事特色相结合是创新点之一。 21世纪经济报道记者唐唯珂广州报道 十五运会的吉祥物"喜洋洋"和"乐融融"近日火爆出圈。这对以中华白海豚为原型设计的吉祥物，凭借活 泼可爱的形象，赢得了赛场内外的广泛喜爱。 随着吉祥物的热度攀升，也带动十五运会周边产品持续热销。据悉，截至10月26日，十五运会纪念品月 销售额环比增长高达163%。吹泡泡挂饰、十二生肖盲盒等热门商品甚至出现断货，部分款式在二手平 台也已出现溢价。 从2022年北京冬奥会爆火的"冰墩墩"，到如今引发全民关注的十五运会吉祥物，一系列案例表明，一个 成功的吉祥物IP不仅能显著提升赛事活动的传播声量，还能带来实实在在的经济效益与产业拉动。 东莞市文博工艺品有限公司的设计师巧妙地将岭南醒狮文化融入了吉祥物周边的创作之中 。该公司还 推出了极具地域特色的萌粒盲盒，一个个运动形态的"喜洋洋""乐融融"被设计成登上"广州塔"展示架的 造型，寓意着"健儿登塔"，传递拼搏向上的体育精神。 广东我扬文化发 ...