The summer consumer market is booming, and food and beverage brands such as Starbucks, Jasmine Milk White, Xiabuxiabu, Wallace, and Genki Forest are increasing their “IP+ Consumption” and are intensively launching joint cross-border activities to seize the peak summer market. Industry insiders told the Securities Times reporter that the summer co-branding economy is booming, and there are two drivers: first, competition on traditional consumer circuits is becoming increasingly fierce, and brands need to rely on IP to deliver emotional value and upgrade the consumer experience; second, this model is in line with consumers' rising emotional consumption demands. With continued policy support, the “IP+ Consumption” circuit has broad room for growth, and consumption potential is expected to be further unleashed.

The summer consumer market is booming, and food and beverage brands such as Starbucks, Jasmine Milk White, Xiabuxiabu, Wallace, and Genki Forest are increasing their “IP+ Consumption” and are intensively launching joint cross-border activities to seize the peak summer market. Industry insiders told the Securities Times reporter that the summer co-branding economy is booming, and there are two drivers: first, competition on traditional consumer circuits is becoming increasingly fierce, and brands need to rely on IP to deliver emotional value and upgrade the consumer experience; second, this model is in line with consumers' rising emotional consumption demands. With continued policy support, the “IP+ Consumption” circuit has broad room for growth, and consumption potential is expected to be further unleashed.