学术一分钟丨专访余伊琦老师：解码潮玩背后的消费新逻辑

Core Insights - The rise of trendy toys (潮玩) reflects a shift in consumer behavior among young people, where these products serve not only as collectibles but also as symbols of emotional attachment, identity recognition, and social currency [6][11][14] - The success of brands like Pop Mart is attributed to their systematic IP management and operational framework, which allows them to create and sustain popular IPs over time [13][14] - The current trend in trendy toys is seen as a long-term cultural shift rather than a fleeting fad, indicating a sustained demand for products that fulfill emotional and identity-related needs [14] Consumer Behavior and Market Dynamics - Trendy toys primarily satisfy emotional and symbolic values for consumers, with purchases driven by the joy these products bring and the self-expression they enable [11][12] - The design of trendy toys captures the aesthetic desires of young consumers who seek uniqueness and individuality, further amplified by social media sharing [12] - The phenomenon of price fluctuations in the secondary market for trendy toys is a normal response to supply and demand dynamics, where initial hype leads to increased prices followed by corrections as supply catches up [13][14] Marketing and Brand Strategy - Pop Mart's marketing strategy emphasizes the importance of IP over the blind box sales model, with the latter serving to enhance consumer engagement and perceived value [13] - The brand's clear positioning of "creating trends and leading beauty" is supported by a robust system for signing and nurturing artists, ensuring a continuous flow of new and engaging IPs [13] - The ability to replicate Pop Mart's success is contingent on various factors, including market conditions and the effectiveness of IP management strategies [13]