治愈IP与快消品牌的共赢实验——以吉伊卡哇与名创优品的联名为例
The Win-Win Experiment: Synergizing “Healing” IP and Fast-Moving Consumer Brands—Taking the Co-Branding between Chiikawa and Miniso as an Example

在“联名经济”成为品牌破圈核心策略的当下，名创优品与风靡全球的日本治愈系动漫吉伊卡哇的跨界合作引发广泛关注。作为可爱治愈符号的吉伊卡哇与名创优品高性价比快时尚的定位形成互补，将IP热度快速转化为触手可及的商品，通过情感价值传递与社会价值强化，实现从“流量联名”到“情感联名”的跨越。
As co-branding becomes a central strategy for brands looking to reach new audiences, the crossover partnership between Miniso and Chiikawa, the globally popular Japanese “healing” character IP, has generated widespread interest. Chiikawa, representing cuteness and comfort, complements Miniso’s focus on affordable, fast-moving lifestyle products. This collaboration quickly turns the IP’s fame into accessible merchandise, shifting from a “buzz-driven” partnership to an “emotionally connected” one by delivering emotional value and strengthening social appeal.