Storyline: 'IP Economy' reshapes retailing in China [Voice_over] Intellectual property, or IP, has become a new driving force in China's retail sector, with businesses in cities like Shenzhen racing to capitalize on trendy IPs. The manager of one popular toy store in the southern Chinese city said merchandise tied to the animated film "Nobody" is selling well this year. [Sound_bite] Huang Dongzhu, manager, trendy toy store: "This IP was launched less than two months ago, and our overall sales have increased by about 20 percent. Currently, this IP is cooling down and we are looking for new IP." [Sound_bite] Shopper: "I’ve bought a lot of things. They make me happy." [Voice_over] One of hottest places to buy IP merch is at the wildly popular toy store PopMart. But it's not the only place to shop. Malls, eager to cash in on the IP boom, have been erecting pop-up stores related to product launches, a sales model thats boosted business for companies across the board. [Sound_bite] Yu Yue, General Manager, Business Complex in Shenzhen: "The light dining sector is the primary beneficiary. We hope that they can stay here for the whole day, as many of them are from out of town, so it has also driven up demand in the accommodation sector, like hotels." [Voice_over] In the first half of the year, the total retail sales of consumer goods in Shenzhen hit roughly 70 billion U.S. dollars, a nearly four percent increase compared to the same period last year. [Restrictions : No access Chinese mainland]