中国潮玩迈向品牌“出海”

Core Insights - The article highlights the significant growth of Chinese潮玩 (trendy toys) brands in overseas markets, particularly by泡泡玛特 (Pop Mart), which reported substantial revenue increases across various regions in Q3 2025 [1][4] - The trend of self-owned IPs going global is emphasized, with companies focusing on their own intellectual properties rather than licensed ones [1][4] Group 1: Revenue Growth - In Q3 2025,泡泡玛特's overseas revenue in the Asia-Pacific region grew by 170% to 175%, in the Americas by 1265% to 1270%, and in Europe and other regions by 735% to 740% [1] - The overall export of toys from China, including trendy toys, exceeded 500 billion yuan in the first three quarters of 2025, reaching over 200 countries and regions [1] Group 2: Self-Owned IP Expansion -潮玩 brand HERE奇梦岛 has accelerated the international expansion of its self-owned IPs like WAKUKU and SIINONO, successfully launching multiple pop-up stores in Dubai, Indonesia, and Thailand [2] - 52TOYS showcased its self-owned IPs at major international exhibitions, with its变形机甲猛兽匣 series gaining significant attention and sales in overseas markets [2][3] Group 3: Market Strategy and Localization - The transition from "product export" to "brand export" is noted, indicating a shift towards exporting IP, culture, and complete consumer experiences [4] - HERE奇梦岛 emphasizes the importance of deep localization for emotional resonance, which includes understanding local cultural symbols and social habits [5]