元气玛特副总裁吕林泽：Z世代的情感追求成行业新动能

Core Insights - The event "Intelligent Consumption, Trendsetting Future" highlighted the importance of the "emotional economy" in driving high-quality development in the consumer market [2] - The core driver of the current潮玩 (trendy toy) economy is the Z generation's pursuit of emotional and interactive consumption, which is pushing the industry towards a fusion of virtual and real experiences, as well as technology-driven transformations [2][6] Market Growth - The Chinese潮玩 market is expected to grow significantly, with its market share projected to exceed 20% in 2023 and reach 25% by 2025 [3] - The rapid growth of the潮玩 market in China is leading the global expansion, indicating a strong demand for trendy toys [3] Industry Structure - The潮玩 industry consists of three main segments: upstream focusing on IP development and licensing, midstream on product design and manufacturing, and downstream on marketing and community building [5] - 元气玛特 (Yuanqi Mart) attributes the success of泡泡玛特 (Pop Mart) to four strategies: supply chain innovation, user-oriented design adjustments, blind box purchasing incentives, and a combination of global and local operations [5] Consumer Trends - The Z generation is becoming the main consumer force, seeking emotional value and social recognition, which is driving the popularity of the "blind box + gamification" model [6] - The潮玩 industry is evolving beyond mere product transactions to a new consumption model that integrates cultural identity, technological experiences, and financial attributes [6] Competitive Landscape - The current concentration in the Chinese潮玩 industry is relatively low, with the top three companies holding less than 25% market share, indicating opportunities for growth and competition [6] - Companies need to leverage unique IPs and agile supply chains to establish competitive advantages in the face of increasing global competition [6] Future Outlook - To maintain leadership in the潮玩 industry, companies should address the aging of IP lifecycles and explore new market potentials while transitioning from single IP hits to an IP matrix ecosystem [7] - The industry must deepen the "潮玩 + content" ecosystem and solidify technological advantages to evolve from trend retailers to global潮玩 culture definers [6][7]