中国潮玩已成外贸出口新亮点

Core Insights - Chinese trendy toys have become a new highlight in foreign trade exports, with over 50 billion yuan in exports of holiday goods, dolls, and animal-shaped toys in the first three quarters of 2025, reaching over 200 countries and regions [1][2] - The transformation from "OEM workshop" to "IP source" has been rapid, with companies leveraging unique product designs and international strategies to break cultural and geographical barriers [2][3] - The global trendy toy market is projected to grow from 8.7 billion yuan in 2015 to 44.8 billion yuan in 2024, with a compound annual growth rate of nearly 23% [4] Industry Trends - The core competitiveness of trendy toys lies in IP, which has evolved beyond mere symbols to create emotional connections and drive consumer demand [3][6] - Companies like Pop Mart have successfully expanded internationally, with 571 stores in 18 countries by mid-2025, and overseas revenue reaching 5.59 billion yuan, accounting for 40.3% of total revenue [4][5] - The trend of "going global" is seen as essential for Chinese trendy toy companies, with many planning to open stores in multiple countries [5] Challenges and Considerations - Intellectual property protection remains a significant concern, with customs intercepting 1.83 million suspected infringing LABUBU products this year [6] - The need for a systematic approach to IP protection is emphasized, advocating for the registration of original narratives as global languages and continuous innovation to raise imitation costs [6]