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“宝妈、白领买得多”,99元Labubu如何撬动千元娃衣消费?
Di Yi Cai Jing·2025-06-14 13:35

Core Insights - Labubu has emerged as a significant player in the toy market, showcasing immense commercial value through various products such as clothing, accessories, and more, appealing to a diverse consumer base beyond traditional toy collectors [1][2][3] - The demand for Labubu-related products, particularly clothing, has surged, with sellers reporting substantial increases in sales volume and profitability, indicating a strong market trend [2][4] - The consumer demographic for Labubu products has expanded, with a notable presence of full-time mothers and white-collar workers aged 30 to 40, highlighting a shift in the traditional toy market [7][8] Market Dynamics - The "doll clothing" market has seen explosive growth, with sellers like 小娜koilya experiencing daily sales of hundreds of items, reflecting the increasing popularity of Labubu [2][4] - Labubu's entry into the market has created new opportunities for creativity and customization, allowing consumers to engage in personal expression through their dolls [3][4] - The global doll clothing market is projected to reach approximately $1.8 billion in 2023, with an expected compound annual growth rate of 12% by 2025, indicating a shift towards mid-to-high-end products [8] Consumer Behavior - The purchasing behavior of consumers has evolved, with many willing to spend significantly on Labubu products, including bulk purchases of clothing and accessories, which was previously uncommon in the traditional doll market [6][7] - Emotional consumption is a notable trend, particularly among urban white-collar workers who use Labubu products as a form of stress relief and personal enjoyment [8] - The majority of Labubu's customer base is concentrated in first-tier cities, with 70% of buyers coming from Shanghai, emphasizing the urban appeal of the brand [8] Production Challenges - The production side is facing challenges such as increased order backlogs and difficulties in sourcing high-quality materials, particularly for high-end doll clothing [3][9] - The scarcity of high-quality fabrics in the domestic market poses a risk to the growth of the high-end doll clothing segment, as many materials need to be imported [9] - Intellectual property issues are also a concern, with reports of counterfeit products emerging in the market, highlighting the need for better protection for original designs [9]