专访全红婵带火的WAKUKU幕后推手：潮玩IP是场持久战

Core Viewpoint - Quantum Song is acquiring the remaining shares of its subsidiary Letsvan, which has rebranded from "Yiqi Culture" to "Qimeng Island," aiming to enhance its position in the growing Chinese潮玩 (trendy toy) market [1][6]. Group 1: Acquisition and Brand Strategy - The acquisition will integrate resources and is expected to launch two major IPs, WAKUKU and SIINONO, within six months [1]. - The rebranding to "Qimeng Island" reflects a strategic upgrade to better express the brand's philosophy of connecting creators and users through IP [6]. - Letsvan plans to open self-operated flagship stores in major cities like Beijing and Shenzhen within the year [9]. Group 2: IP Development and Market Performance - WAKUKU has achieved nearly 600 million exposures online, with a significant increase in popularity on platforms like Xiaohongshu and Douyin [7]. - SIINONO, launched in July, garnered over 10 million views on Douyin within a week, marking it as one of the fastest IPs to reach this milestone [7]. - The company aims to expand its main IP offerings gradually, focusing on mature IP incubation methodologies [7]. Group 3: Market Trends and Consumer Behavior - The潮玩 industry is experiencing a surge in demand driven by younger generations who value emotional connections and self-expression through products [14]. - The rise of various潮玩 categories and innovative sales channels, such as live streaming, has significantly improved user-product matching efficiency [14]. - An increasing number of consumers aged 30-45 are becoming core buyers, influencing product design and quality [14]. Group 4: International Expansion and Strategy - The company has initiated overseas activities in markets like Thailand and Indonesia, with plans for more pop-up and collection stores globally [18][20]. - The international strategy will focus on a dual approach of "brand + channel," adapting to local market characteristics rather than simply replicating domestic strategies [21]. - The company aims to create globally competitive original IPs, emphasizing emotional resonance and cultural relevance in its products [22][23].