Workflow
预约秒光却“门可罗雀”:LABUBU快闪店为何“冰火两重天”?

Core Viewpoint - The recent pop-up store event by Pop Mart featuring the LABUBU IP in Shanghai aims to attract young consumers through limited-time offerings and exclusive products, enhancing brand engagement in the cultural and entertainment sectors [2][3]. Group 1: Pop-up Store Details - The pop-up store, named "THE MONSTERS Convenience Store," opened on June 13 and will run until July 30 in Shanghai [2]. - Pop Mart has established pop-up stores in cities like Shanghai, Shenzhen, and Chengdu, focusing on creating trendy spaces for young consumers [3]. - The pop-up store features city-exclusive products and limited-edition items, enhancing its appeal through scarcity and regional uniqueness [3]. Group 2: Sales and Consumer Behavior - The online and offline sales strategy includes products priced between 19 yuan and 553 yuan, with items like plush keychains and silicone ice trays available [3]. - Reservation slots for entry were fully booked on June 16, 17, and 18, with resale prices for entry ranging from 300 to 500 yuan on secondary platforms [4]. - The scarcity of products has led to a significant markup on secondary markets, with items originally priced at 99 yuan being resold for around 500 yuan [4][5]. Group 3: Marketing Strategies - The brand employs a "hunger marketing" strategy to create a sense of urgency and exclusivity, driving consumer demand [4][5]. - The presence of speculators on secondary platforms contributes to maintaining the brand's high visibility and desirability, albeit at the cost of ordinary consumers facing high resale prices [5]. Group 4: Expansion and Future Plans - Following the pop-up store visit, Pop Mart's independent jewelry brand POPOP was also explored, indicating the company's diversification into jewelry with products priced between 319 yuan and 2699 yuan [5]. - The introduction of the "POP MART COLLECTION" suggests potential future expansions in Pop Mart's business model [5].