走进广州、深圳多家十五运会和残特奥会官方特许商品零售店，"喜洋洋"与"乐融融"吉祥物衍生周边货架告急，有门店直接贴出"十二生肖盲盒已无货"的 告示。 消费市场的热潮直抵工厂。东莞的生产车间里，流水线高速运转，工人加班加点赶工，一箱箱封装完毕的吉祥物周边正排队上货柜。 相比十五运会赛事，这对以中华白海豚为原型的吉祥物似乎更有热度，网络相关话题阅读量已破5亿，搜索量暴涨300%，有望成为大湾区年度最具引爆力 的文体IP。 南方财经记者从十五运会和残特奥会广东赛区执委会市场开发部特许经营处获悉，十五运会吸引了来自全国33家特许生产商与44家特许零售商参与。截至 目前，已累计审批通过涵盖20个大类的2800多款特许产品，数量与品类达历届之最，已上市特许商品市场货值总额已突破6.8亿元。 引发供需两端热潮涌动的十五运吉祥物，是如何进化为文体消费有力杠杆的？连日来，南方财经记者深入供需两端一线采访，还原爆款吉祥物卖断货背后 的生意经。 距离十五运会开幕式已过去3天，"喜洋洋"与"乐融融"的销售热度非但未减，反而因武校学生扮演的吉祥物"出圈"被彻底点燃。 连日来，十五运会官方特许零售店门前都大排长队。尽管不少门店已贴出"今 ...

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]

走进广州、深圳多家十五运会和残特奥会官方特许商品零售店，"喜洋洋"与"乐融融"吉祥物衍生周边货 架告急，有门店直接贴出"十二生肖盲盒已无货"的告示。 消费市场的热潮直抵工厂。东莞的生产车间里，流水线高速运转，工人加班加点赶工，一箱箱封装完毕 的吉祥物周边正排队上货柜。 相比十五运会赛事，这对以中华白海豚为原型的吉祥物似乎更有热度，网络相关话题阅读量已破5亿， 搜索量暴涨300%，有望成为大湾区年度最具引爆力的文体IP。 南方财经记者从十五运会和残特奥会广东赛区执委会市场开发部特许经营处获悉，十五运会吸引了来自 全国33家特许生产商与44家特许零售商参与。截至目前，已累计审批通过涵盖20个大类的2800多款特许 产品，数量与品类达历届之最，已上市特许商品市场货值总额已突破6.8亿元。 引发供需两端热潮涌动的十五运吉祥物，是如何进化为文体消费有力杠杆的？连日来，南方财经记者深 入供需两端一线采访，还原爆款吉祥物卖断货背后的生意经。 全运IP牵动供销两端迎"沸点" 距离十五运会开幕式已过去3天，"喜洋洋"与"乐融融"的销售热度非但未减，反而因武校学生扮演的吉 祥物"出圈"被彻底点燃。 连日来，十五运会官方特许零售店 ...