中国潮玩何以“圈粉”海外（专家解读）

Core Viewpoint - The rise of Chinese潮玩 (trendy toys) brands, particularly Pop Mart's 拉布布, is reshaping the global潮玩 industry and altering international perceptions of Chinese manufacturing and culture [1][2]. Group 1: Market Performance and Trends - 拉布布 has experienced a supply-demand imbalance in South Korea, indicating strong market demand and successful penetration into Western markets within a year [1]. - The Chinese潮玩 industry is valued at approximately 600 billion yuan, accounting for about 20% of the global潮玩 market, with a compound annual growth rate of 33%, projected to reach 1.101 trillion yuan by 2026 [2]. - Chinese潮玩 companies are targeting mid-to-high-end consumer markets abroad, focusing on emotional value and social currency [2]. Group 2: Marketing and Design Strategies - The design of潮玩 products aligns with contemporary aesthetic preferences, particularly appealing to the "Z generation" consumers [3]. - Chinese潮玩 companies employ diverse marketing strategies, including celebrity endorsements, limited edition releases, and a combination of online and offline experiences to enhance brand visibility and consumer loyalty [3]. - Localized marketing efforts are tailored to meet specific consumer preferences in overseas markets, fostering deeper connections with consumers [3]. Group 3: Production and Supply Chain - The mature and efficient supply chain in Chinese manufacturing supports潮玩 companies in quickly responding to overseas market demands [3]. - The ability to achieve rapid prototyping, smart manufacturing, and flexible production is bolstered by domestic toy industry clusters, particularly in Dongguan, Guangdong [3]. Group 4: Challenges and Considerations - The core asset of潮玩 companies is their intellectual property (IP), necessitating continuous development of high-value IP while avoiding homogenization [4]. - Intellectual property protection is critical in overseas markets, requiring proactive trademark registration and copyright protection strategies [4]. - As潮玩 brands expand internationally, they face increased complexity and uncertainty, necessitating effective international management systems and localized teams [4].