【暑期联名经济热度高涨 多家公司加码“IP+消费”】暑期消费市场热潮涌动，星巴克、茉莉奶白、呷哺呷哺、华莱士、元气森林等食品饮料品牌纷纷加码“IP+消费”，密集推出跨界联名活动，抢抓暑期旺季市场。业内人士向证券时报记者表示，暑期联名经济热度高涨，背后有双重驱动：一是传统消费赛道竞争日趋激烈，品牌需依托IP传递情绪价值、升级消费体验；二是这一模式契合消费者持续攀升的情绪消费诉求。在政策持续扶持下，“IP+消费”赛道增长空间广阔，消费潜力有望进一步释放。
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