Core Insights - The integration of IP (Intellectual Property) with toys has transformed simple product transactions into a deeper emotional and cultural experience for consumers, making toys not just consumer goods but also trendy collectibles [1][2] Group 1: Importance of IP in the Toy Industry - The necessity of IP in the toy industry is emphasized, as it allows brands to connect cultural content with products, enhancing emotional resonance and consumer engagement [2] - Successful brands in the competitive toy market are often backed by strong, well-recognized IPs that serve as the soul of the products and create emotional connections with consumers [2][3] - The rise of domestic cultural IPs reflects a strong emotional connection among Chinese consumers, indicating a shift towards valuing local culture in the toy market [3][4] Group 2: Market Trends and Consumer Behavior - The transition from conventional products to IP collaborations is a common growth path for Chinese toy companies, aiming for higher value products and brand equity [4] - The demand for high-value consumption is driven by emotional resonance, with consumers willing to pay for the cultural and emotional significance of the IPs [5][6] - The emergence of "meaningful consumption" reflects a shift in consumer preferences towards products that fulfill emotional and social needs rather than just entertainment [6][7] Group 3: Emotional Engagement and Content Creation - Successful IPs today are characterized by their ability to resonate with contemporary emotions and provide a platform for user participation in content creation [8][9] - The new generation of consumers seeks products that reflect their identities and emotions, indicating a shift from mere transactions to emotional consumption [9]

Core Insights - The integration of IP (Intellectual Property) with toys has transformed simple product transactions into emotional and cultural experiences for consumers, making toys not just consumer goods but also trendy collectibles [1][3]. Group 1: Importance of IP in the Toy Industry - The necessity of IP in the toy industry is emphasized, as it allows brands to connect cultural content with products, enhancing emotional resonance and consumer engagement [3][4]. - Successful brands in the competitive toy market are often backed by strong, well-recognized IPs that serve as emotional connectors and brand differentiators [3][4]. - The rise of domestic cultural IPs reflects a strong emotional connection among Chinese consumers, indicating a shift towards valuing local culture in product offerings [4][6]. Group 2: Market Dynamics and Consumer Behavior - The transition from conventional products to IP collaborations is a common growth path for Chinese toy companies, aiming for higher value products and brand differentiation [6][7]. - The emotional and social aspects of toy consumption have evolved, with products now serving as "social currency" for adults, reflecting deeper emotional needs and social connections [7][8]. - The success of IPs is increasingly tied to their ability to resonate with contemporary consumer emotions and facilitate user participation in content creation [10][11]. Group 3: Case Studies and Brand Strategies - Brands like Pop Mart and 52TOYS have established recognizable cultural symbols through their IPs, which connect with consumer emotional demands [4][6]. - The development of military-themed IPs and collaborations with cultural institutions has allowed companies like Senbao to enhance brand value and consumer engagement [6][7]. - The emotional pull of products like the Shandong aircraft carrier model demonstrates how national pride can drive consumer interest and sales [7][9].

随身携带的毛绒搪胶玩偶、博物馆与电影联名的文创挂件、草坪与沙漠上万人合唱的音乐节、商场中厅 的微缩次元世界……简单的商品交易变成了成年人的"阿贝贝"，北京消费市场正上演一场由情绪消费主 导的时尚变革。这些新潮消费背后，实则是情绪经济的悄然崛起，潮玩、次元、"谷子经济"、音乐节、 赛事经济等看似普通的零售与体验业态，在情绪价值的加持下突破了传统功能属性，成为年轻人释放压 力、表达自我的重要载体。 聚变·情绪价值 情绪消费已渗透到多元时尚消费场景中，推动用户运营从"流量获取"转向"情感维系"。情绪消费拉动北 京消费增长，正是无数个体的情感需求与消费行为持续集聚，形成量的积累与叠加，最终引发消费形 态、商业价值与增长动能的质的突破。从本质而言，情绪消费的崛起，是消费市场回归人性需求的必然 结果，这场消费领域的"聚变"，让北京的时尚消费不再只是冰冷的商品交易，而是充满温度的价值共 鸣。 在潮玩领域，购买盲盒不再是简单的商品消费，拆开包装时的期待感、抽到隐藏款的成就感以及社交满 足感，共同构成了不可替代的情绪价值。在次元领域，徽章、卡牌等"谷子"作为情感信物，承载着消费 者对角色的热爱，触摸实物的质感、收藏成套的满足感 ...