Huan Qiu Wang·2025-07-24 05:19Core Viewpoint - The popularity of LABUBU, a plush toy IP from Pop Mart, is attributed to over a decade of continuous IP operation and innovation in the trend toy industry, aiming to become a world-class Chinese consumer brand [1][27]. Group 1: Company Overview - Pop Mart was founded in 2010, initially as a trend collection store, and has since focused on the trend toy sector, leading to the creation of several well-known IPs like MOLLY and DIMOO [1][19]. - As of the end of last year, Pop Mart had over 46 million registered members in mainland China and more than 400 stores domestically, with ongoing expansion into international markets [1][27]. - The company aims to become a global leader in the trend toy industry, aspiring to be the "Disney of China" and now the "Pop Mart of the World" [1][27]. Group 2: Product and Market Dynamics - LABUBU has seen explosive demand, significantly outpacing supply, prompting the company to double its production capacity month over month [2][3]. - The company has implemented a pre-sale strategy to combat scalping and ensure that genuine customers can purchase the product [3][24]. - LABUBU's design, which aligns with its character as a forest spirit, has contributed to its popularity, showcasing the importance of artistic design in trend toys [4][6]. Group 3: IP Development and Strategy - Pop Mart's IP strategy is akin to Disney's, focusing on creating recognizable characters through artistic design rather than storytelling [8][12]. - The company believes that the emotional connection and recognition of IP characters can sustain their lifecycle, despite fluctuations in popularity [12][24]. - Pop Mart is exploring potential collaborations with Hollywood for LABUBU-related content, indicating a strategy to enhance IP engagement through multimedia [9][11]. Group 4: Global Expansion and Future Goals - In 2024, Pop Mart's overseas revenue is projected to reach 5.07 billion yuan, with expectations that international sales will surpass domestic sales [28][30]. - The company emphasizes the importance of balancing art and commerce, aiming to establish a global presence through direct store management and a focus on quality [29][30]. - Pop Mart's long-term vision includes creating high-value consumer products and becoming a new generation of world-class Chinese brands, with a commitment to sustainable growth [33].