寻找消费力 | 泡泡玛特公共事务总经理王涛：潮玩IP需要长期投入不断吸引消费者

Core Insights - The潮玩 (trendy toy) market is experiencing rapid growth, with the global market size increasing from $8.7 billion in 2015 to nearly $40 billion in 2023, and projected to reach $64.7 billion by 2028, reflecting a compound annual growth rate (CAGR) of 16.94% [2] - The毛绒 (plush) category is currently one of the hottest segments in the潮玩 industry, with a significant revenue increase of 1289% for泡泡玛特's plush products [2] - The company emphasizes the importance of long-term investment in IP (intellectual property) development and operations to sustain its value and commercial viability [1][6] Market Trends - The潮玩 industry is diversifying with new product categories such as毛绒,积木 (building blocks), and饰品 (accessories), which are expected to have substantial market potential [2] - The global毛绒玩具 (plush toy) market is anticipated to exceed $10 billion in 2024, with an annual growth rate of approximately 15% [2] Consumer Engagement -泡泡玛特 is focusing on enhancing consumer experience through optimized store layouts and interactive shopping environments, rather than merely expanding the number of stores [3] - The company has seen a significant increase in its user base, with a total of 46.08 million registered members by the end of 2024, adding 11.73 million new members that year [3] Product Strategy -泡泡玛特 is adapting its product development to cater to local consumer preferences, launching localized products in various markets, such as Thailand and collaborations with local artists [4] - The company believes in the synergy between潮玩 culture and other pop cultures, collaborating with popular games and films to reach a broader audience [5] Competitive Advantage - The core competitive advantage of泡泡玛特 lies in its IP incubation and operation, which fosters deeper emotional connections with consumers [6] - The company is committed to sustainable and healthy investment in IP, ensuring the longevity and vitality of its brands [7] Future Direction -泡泡玛特 positions itself as a trend culture entertainment group centered on IP operations, aiming to build a comprehensive ecosystem from IP incubation to commercialization [8] - The company aspires to achieve a valuation of hundreds of billions and expand its IP presence globally, reflecting a commitment to growth and international outreach [8]