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IP对购物中心的意义无需赘言了，当下购物中心都喜欢举办IP活动，大部分是通过和相关版权方合作的形式来引入外部IP，但也有一些购物中心在尝试打造属于自己的独一无二的IP形象。铱星云商整理了国内部分购物中心自创的IP形象，以飨业内人士。

壹方城

壹壹、熊小萌、阿烈、鹿先森

年10月开业的壹方城是鸿荣源壹方置业旗下首个壹方城系列产品，位于深圳前海-宝安中心片区，定位“中国前海36万㎡多元主题体验mall”，也是目前为止深圳单体面积最大的已开业购物中心。商场内有多达15个主力店及+进驻品牌！

商场开业即推出4个自创IP形象：长成熊样的狮子壹壹、粉嘟嘟的熊小萌、会玩B-BOX的阿烈、星级咖啡师鹿先森。

IP相关活动与玩法

不同于一些购物中心打造的“半路出家”式IP，壹方城自创的IP是在商场开业时同步推出的，既有利于在消费者心中形成商场与IP形象的强关联认知，也为后期的IP运营打下了良好基础。

事实上，从开业到后期商场所举办的每一场活动，乃至平常的运营中，这4个IP形象都无处不在，体现在许多细节中，比如项目官方







































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