
Core Insights - LABUBU has gained significant popularity, contributing to discussions about Bubble Mart's status as a "dark horse" or "bubble" in the market [2] - The release of Bubble Mart's semi-annual report provides concrete data reflecting its operational strategies and performance [2] Financial Performance - The THE MONSTERS series, centered around LABUBU, generated revenue of 4.81 billion yuan in the first half of the year, marking a 668% year-on-year increase and accounting for approximately one-third of total revenue [3] - In contrast to 2017, when MOLLY was the sole revenue driver, Bubble Mart now boasts a more diverse portfolio with five IPs generating over 1 billion yuan and thirteen IPs exceeding 100 million yuan in revenue [3] IP Development Strategy - Bubble Mart has established a unique "star-making" process to diversify its IP offerings, moving away from reliance on a single character [6] - The company sources IPs from signed artists, focusing on those with the highest popularity among consumers [7] - The process of identifying and developing IPs involves extensive market research and testing, ensuring that new products resonate with consumer emotions and preferences [10][11] Market Entry Strategy - Before entering new markets, Bubble Mart conducts thorough research and testing, including participation in local exhibitions and setting up pop-up stores to gauge consumer interest [15][16] - The company employs a tiered resource allocation strategy for its IPs, adjusting marketing and production efforts based on performance metrics [13][14] Business Model - Bubble Mart's core business model revolves around the operation of artist IPs, likening its role to that of a record label in the music industry [17][18] - The company has expanded its offerings beyond traditional toys to include jewelry and theme parks, all aimed at enhancing the IP experience [17]