Core Insights - The article highlights the successful launch and popularity of the mascots "Xiyangyang" and "Lerongrong" during the 15th National Games held in Guangzhou, which has led to a surge in sales of related merchandise [1][8][11]. Group 1: Event and Mascot Popularity - The 15th National Games is the first to be jointly hosted by Guangdong, Hong Kong, and Macau, featuring mascots inspired by the Chinese white dolphin, symbolizing joy and unity [1][2]. - The event has created a vibrant atmosphere in Guangzhou, with large mascots displayed throughout the city, attracting significant public attention [2][4]. Group 2: Merchandise Sales and Consumer Behavior - The company Yuanzhong Yatu has developed over 2,800 licensed products for the event, with more than 700 physical retail stores and over 70 online stores [6][8]. - Sales have seen explosive growth, with offline sales exceeding 300,000 yuan in October, further increasing to 100,000 yuan daily after the opening ceremony [8][11]. - The interactive nature of products, such as the rotating figurines of the mascots, has contributed to their popularity among consumers [11]. Group 3: Market Trends and Future Prospects - The article notes the increasing importance of event IP (intellectual property) in driving consumer spending, with a focus on integrating cultural elements into everyday life [11][12]. - The Chinese retail market is projected to grow significantly, with total retail sales expected to exceed 50 trillion yuan this year [11]. - The company is expanding its IP collaborations, having signed agreements with major brands like Universal Pictures and the NBA, indicating a strategic move towards enhancing its market presence [12][13].