CCTV News: Recently, the General Office of the CPC Central Committee and the General Office of the State Council issued the "Special Action Plan to Boost Consumption", which clearly proposed to create high-quality consumer brands in the "Consumption Quality Improvement Action". In Beijing, "first store", "first release" and "IP joint brand" have become the "traffic passwords" of some merchants. Let’s see the reporter’s observation.

The "Special Action Plan to Boost Consumption" mentions supporting the development of original IP brands and promoting consumption of animation, e-sports, games and their derivatives. On weekday afternoons, this IP joint store still attracted a lot of customers.

The domestic peripheral derivatives of "first release" and "first show" can be seen in a prominent position in the store.

Take photos and check in, look forward to new restocking, why do IP joint products and peripheral derivatives attract consumers? What are their expectations?

Customer said: "It may have a more spiritual sustenance. Sometimes, for example, choosing a doll or pillow of a cartoon character you like, is good."

Customer said: "It is a rabbit with a very advanced mental state. In life, as long as you are happy, I think it is a contemporary teenager or a contemporary youth. Whether it is work or work or school, this mental state is very good."

Launching more domestic products is also the expectation of customers.

Strengthening consumer brand leadership is the highlight of this plan, and merchants have also done their homework to grasp the consumer mentality and catch the consumption momentum brought by IP.

In order to boost consumption, many cities continue to cultivate the initial launch economy, build global new product launch sites, and create a new engine for consumption growth.

Guan Lixin, deputy director of the Institute of Distribution and Consumption of the Ministry of Commerce Research Institute, said: "The initial public offering economy is an important function of the international consumption center city, because the international consumption center city is a gathering place for consumption resources, which can play a very important leading and driving role for consumption, and is also the commanding height of the global consumer market. In the process of developing the initial public offering economy, cities can build a consumption platform by gathering consumer resources to better play the leading role of consumption, and at the same time they can enhance their leadership and influence in the entire consumer market."