New IP Marketing: “Merchandising” Product for Mutual Empowerment

The Mizone+ Electrolyte × Genshin Impact collaboration redefined e-commerce as the core participation mechanism of the campaign. Rather than serving as a fulfilment endpoint, purchase was designed as the only way to access the collaboration experience. Buying Mizone+ Electrolyte unlocked in-game items, virtual rewards, and limited co-branded merchandise through a one-bottle-one-code system, directly linking product ownership to participation. Collect-and-complete mechanics and thermochromic packaging extended engagement beyond checkout and encouraged repeat purchase and sharing. User-generated content focused on unboxing and reward redemption continuously directed attention back to e-commerce platforms. The campaign delivered rapid commercial momentum, strong conversion quality, and sustained purchasing behaviour, proving the effectiveness of value-led e-commerce over price-driven promotion.