Xin Lang Cai Jing·2025-06-26 13:21Core Insights - The collectible toy market, particularly the "潮玩" (trendy toys), is experiencing significant growth, with companies like Labubu and Pop Mart leading the charge, resulting in substantial market valuations and wealth creation for founders [1][2] - The emergence of "AI潮玩" (AI trendy toys) is seen as a potential new trend, combining the popularity of trendy toys with AI technology, attracting investments from major players in the tech industry [2][4] - Despite the excitement, many companies in the AI潮玩 space have yet to achieve successful product commercialization [3] Market Dynamics - The trendy toy market is characterized by limited releases and collaborations that create scarcity and drive demand, as seen with Pop Mart's blind box series [5][6] - AI潮玩 products are positioned as interactive companions, offering emotional engagement and voice interaction, distinguishing them from traditional trendy toys [6][8] - The AI潮玩 market is crowded, with at least 30 companies competing, but the actual differentiation in product offerings remains limited [2][9] Product Characteristics - Traditional trendy toys rely on IP and scarcity for value appreciation, while AI潮玩 integrates AI capabilities, which may undermine the collectible aspect due to rapid technological advancements [8][17] - AI潮玩 products are often marketed with a focus on their functional attributes, such as emotional interaction and AI capabilities, rather than just aesthetics [6][23] - The pricing of AI潮玩 varies significantly, influenced by the integration of software and hardware, with some products reaching high price points due to their advanced features [17][21] Marketing Strategies - AI潮玩 companies are adopting marketing strategies similar to those of traditional trendy toy brands, including pre-sales, community engagement, and limited product releases to create hype [13][15] - The focus on surrounding merchandise and subscription services for software updates is becoming a common practice to enhance profitability [11][21] - Companies are also targeting international markets early in their development to capitalize on broader opportunities, as seen with brands like Ropet and Oilovef [15][24] Consumer Behavior - Consumers of AI潮玩 tend to prioritize functionality and durability over collectibility, viewing these products as technology rather than mere toys [23][24] - The desire for companionship and novelty drives purchases, with many consumers not inclined to spend on additional features or accessories [22][23] - The competitive landscape is intensifying, with consumers comparing products based on performance and price, leading to potential price wars among similar offerings [23][24]