拉布布靠什么“出圈”

Core Insights - The LABUBU craze has become a global phenomenon, with significant sales growth and social media engagement driving its popularity [1][2] - The success of LABUBU is attributed to a combination of strategic marketing, celebrity endorsements, and consumer psychology [2][8] Group 1: Sales Performance - The THE MONSTERS series, which includes LABUBU, generated nearly $420 million in sales last year, marking a 726.6% year-on-year increase [1] - In 2024, revenue for POP MART in mainland China is projected to soar to $1.09 billion, a 34% increase from 2023 [1] Group 2: Marketing Strategy - LABUBU's rise is characterized by an "export to domestic" model, where international celebrity endorsements have fueled domestic demand [2] - The brand positions itself as a trendy product rather than just a toy, appealing to young consumers' desire for uniqueness and self-expression [4] Group 3: Consumer Behavior - The concept of "collection psychology" plays a crucial role in driving sales, as consumers are inclined to purchase entire series to fulfill their desire for completeness [6] - The blind box strategy enhances this effect, creating a sense of excitement and urgency among consumers, leading to repeat purchases [7] Group 4: Celebrity Influence - Celebrity endorsements have significantly increased LABUBU's visibility, with stars sharing their experiences on social media, thus amplifying its appeal [8] - The marketing success of LABUBU is not merely luck; it is a result of strategic efforts to leverage celebrity influence and consumer engagement [8]