艾瑞咨询：2025年IP潮玩经济研究报告

Overview of IP Trend Toy Market - The IP trend toy market is defined as high-recognition independent IP toys, distinct from traditional toys, focusing on artistry and collectibility, primarily targeting consumers aged 15-40 with higher price points and some items being resalable [1][8] - The market has evolved through three phases: initiation (late 1990s to early 2000s), exploration (2010-2015), and maturity (2016 to present), with significant growth following the launch of blind boxes by Pop Mart in 2016 [1][10] - The market size is projected to reach 67.8 billion yuan in 2024, with a CAGR of 13.8% from 2020 to 2024, and is expected to exceed 100 billion yuan by 2027 and approach 130 billion yuan by 2029 [1][17] Consumer Insights - The primary consumer demographic consists of young middle-class individuals aged 21-35 from first-tier and new first-tier cities, with a slight male majority; 37% earn between 6,000 to 10,000 yuan monthly [2] - Over 80% of consumers spend more than 200 yuan per purchase, with blind boxes and figurines being common purchases, driven by motivations of collection and stress relief [2] - Social media serves as the main information source, with immersive unboxing videos being the most effective in stimulating purchase intent; major purchasing channels include shelf e-commerce and brand offline stores [2] Popular Case Studies - Pop Mart has transitioned from trend retail to IP commercialization, launching the MOLLY blind box series in 2016, which led to explosive growth and its listing as the first trend toy stock in 2020 [2][21] - LABUBU gained popularity through innovative design and marketing strategies, leveraging celebrity endorsements and user-generated content to create a unique brand identity [2][27] - Bandai Namco has developed an "IP axis strategy" to create a comprehensive ecosystem around its IPs, ensuring long-term value through diverse business forms including games, animation, and merchandise [2][30][32] Future Opportunities and Challenges - Opportunities for growth include international expansion for domestic brands, digital trend toys, and diversification of product categories, though challenges such as cultural adaptation, intellectual property issues, and supply chain management remain [3] - The industry is advised to focus on aligning IP content with consumer needs to promote high-quality development [3]