世界杯周边热销，体育 IP 商业化价值凸显

财源广进

世界杯周边热销，体育 IP 商业化价值凸显【7xP8mbQ9vR】今年“国际茶日”，“万物皆可抹茶”的趋势持续发酵，抹茶也开启了跨界联名时代。一个值得注意的变化是，今年以来，生鲜品牌、商场与新式茶饮品牌不约而同地大规模上新抹茶系列商品，行业分析指出，产地IP已成为差异化竞争的壁垒之一。

在这场全城抹茶热潮中，径山率先给出了自己的答案。5月21日，传承千年的径山雅集在径山镇径山村文化礼堂再次上演。咚咚的茶鼓声中，径山旅游度假区与快消品牌联名的“鲜打抹茶”、与市集品牌联名的抹茶巧克力礼盒作为今年的“新角色”正式亮相，成为现场的“人气王”。

径山碳氢氧公司总经理骆驰还记得自己在泰国考察时碰到抹茶产品的冲击感，这让她真切地感受到抹茶火了，也让她下定决心做一款抹茶新品。在测试了来自全国的多份样品之后，骆驰还是主动找到了径山抹茶，“无论是口感顺滑度还是海苔清香，径山抹茶都是很突出的”。

根据不完全统计，目前径山抹茶已经与十几个咖啡连锁品牌与新式茶饮进行合作，而且径山抹茶的名气也正慢慢从行业内扩展到一般消费者。
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