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In today's digital wave, IP marketing has become a key strategy for brands to break through traffic difficulties and accurately reach consumers. Junfei has released the "2025 IP Marketing Trends Report", analyzing the current situation and trends of IP marketing, and exploring the password for traffic growth in IP marketing.
Focusing on IP Marketing: The Dual Play of Traffic and Emotion
The momentum of IP marketing is strong: from January to May 2024, the number of related works reached 1169.6W, a year-on-year increase of 137.9%, and the interaction volume reached 410 million, a year-on-year increase of 86%. The joint cases of Bosideng, New Year Artist, Luckin Coffee, Maotai, and others have successfully ignited social media with creativity and topicality, bringing a peak of traffic to the brand.
From the perspective of consumer groups, IP marketing is highly favored by young people, especially among young women aged 18-23. They are not only active users of social platforms, but also a consumer group with high purchasing power, and are an important target group for brands to achieve sales growth and market expansion.
Meanwhile, we have noticed that emotional satisfaction is the main reason for consumers to purchase IP co branded products. Whether based on identity recognition, nostalgia, or the pursuit of novelty and personalized experience, IP co branded products can achieve emotional connection between consumers and brands to a certain extent.
At present, IP marketing is mainly divided into four categories: brand x IP, brand x brand, brand x celebrity, and cross-border innovation. For example, the cases of Ruixing × Genshin Impact, Xicha × Caojian Yasheng, etc., all show the unique charm of different types of IP marketing segmentation, bringing new development opportunities for brands.
The Five Major Trends of IP Marketing in 2025: Innovative Strategies Leading Consumer Trends
Trend 1: Node marketing, creating consumer driven
Node marketing has become a battleground for brands. The consumer mentality of nationwide shopping during the IP linkage bonus promotion period. Brands combine IP with different nodes to create exclusive themed products, enhancing product attractiveness and value. New Spring Festival combines traditional Chinese cultural elements with popular IP images; 520 launches romantic emotional themed gift box; The shopping festival stands out with its strong IP features and innovative gameplay.
Trend 2: Animal IPs become co branded internet celebrities
The cute and adorable pet image, with its healing properties, has become a "healing artifact" for young people and comes with mass traffic. The joint popularity of animal IPs such as Line Puppies continues to be high, and they are deeply loved by consumers.
Animal IPs, on the other hand, also rely on cute and personified images to better integrate with brands for marketing and into consumers' daily life experiences.
Trend 3: Moderately using memes to create emotional hits
As the "strongest mouthpiece substitute" for young people, IP marketing with fun memes can resonate with consumers. Through the use of memes, examples such as Nayuki's tea show allow consumers to express their emotions and attitudes while consuming products.
Trend 4: Cultural recovery, the popularity of China-Chic continues
The China-Chic continues to heat up, and consumers are willing to pay for the national plot. By collaborating with museums, intangible cultural heritage, and incorporating Eastern aesthetic elements, the brand awakens cultural genes and leads the new trend of IP consumption.
Trend 5: Game anime leads with goods
With their huge fan base and high fan stickiness, games and anime IP have shown great strength in carrying goods. Ruixing × Black Myth: Wukong and other cases fully prove the advantages of the game anime IP in attracting consumers and promoting consumption. Its co branded products often sell out quickly, bringing significant sales growth to the brand.
Junfei has released the "2025 IP Marketing Trends Report", aiming to present the current status and future development trends of IP marketing. Following these trends and cleverly utilizing IP marketing strategies will help enhance brand awareness, strengthen market competitiveness, and stand out in fierce market competition. We also look forward to working together with all our partners to bring more surprises and excitement in 2025!
