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购物中心 IP 主题展扎堆消费者买账吗?

2017-08-23 07:32:23   中国青年网

8月15日,记者来到成都大悦城,尽管这里的“吾皇驾到——傲娇萌主觐见大会”IP主题展还在进行中,但门可罗雀,前来参观和拍照的人群稀稀拉拉。记者在现场走访了几位消费者,他们纷纷表示不清楚“吾皇”这个IP角色的具体由来,也没有多少兴趣去关注。

记者在采访中了解到,今年7月以来,成都各大卖场纷纷在举办各种IP主题展,截至记者发稿时,在成都同时举办IP主题展的大卖场至少有5个,而且一些规模较小的商场也摆出了各式卡通人物,想蹭IP主题展的热度,对此,消费者买账吗?记者进行了调查。□本报记者 邹晶

IP主题展 从火热走向审美疲劳

2014年成都IFS 开业,给成都商业界带来了一股新风,其策划的一系列活动至今还被人津津乐道。其首次推出的IP主题展是日本动画“哆啦A梦”,也是该动画第一次进入成都市场,被许多成都人追捧,被亲切地称呼为“蓝胖子”。那张千人拼图的“蓝胖子”,至今还广为流传。IFS首次推出IP主题展大获成功之后,又相继引进了托马斯、玫瑰灯海等一系列IP主题展,都受到了成都市民的追捧。

如今,随着成都市民对IP主题展的了解加深,对此类展览的审美也提出了更高的要求。“我现在不会因为一场IP主题展就去逛商场,因为已经看腻了,不感觉新奇了,即使去商场看到也就拍拍照,仅此而已。”在in99逛街的成都市民宋女士告诉记者。

“要搞主题展,就得选有名的IP,现在小IP主题展太多了。”网友MAY抱怨道,目前就有in99的“辛普森一家”、大悦城的“吾皇驾到——傲娇萌主觐见大会”、龙湖北城天街动漫英雄联盟等IP展,“有些角色我们根本不认识。”记者在采访中了解到,各种IP主题展过多,给消费者造成了一定程度的审美疲劳。

形式单一 IP主题展同质化严重

“IP主题展,本来是商场打造核心竞争力或走差异化路线的一个有力工具,但由于太多商场都来做,最后就变成了同质化竞争。”对目前成都遍地开花的IP主题展,四川省连锁商业协会会长冉立春显得有些无奈,“现在都是简单的复制,甚至搞山寨IP主题展,最后就会变成一个非常没有价值的举动。”

原本被各购物中心当作金字招牌的IP主题展,在炎热的盛夏却被成都消费者及业内人士泼了一盆冷水。在接受记者采访时,成都零售商协会秘书长欧建瓴也默认了今年IP主题展人气差的事实,她认为太多商场做IP主题展有两大弊端:一是会分散人流,聚集不了太高的人气;二是许多商场在挑选IP角色时选择有局限,也对效果造成了一定的影响。“毕竟商场的预算有限,而知名IP主题展的数量也有限,选的人多了,好的就被挑走了。”

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