Sou Hu Cai Jing·2025-10-24 04:01Core Insights - The launch of the 10th anniversary custom Labubu necklace by POPOP, a jewelry brand under Pop Mart, has sparked significant market discussion, particularly regarding consumer recognition of IP emotional value and Pop Mart's brand premium capability [2] Group 1: Brand Extension Challenges - Pop Mart's introduction of the jewelry brand POPOP represents a crucial attempt to diversify the monetization of IP value [4] - POPOP's products, primarily made from S925 silver, shell pearls, and zircon, are priced between 319 yuan and 26,990 yuan, with one necklace priced at 19,800 yuan, challenging traditional jewelry pricing norms [4] - Unlike traditional jewelry that emphasizes material premium, Pop Mart recognizes that Generation Z is reconstructing jewelry consumption logic through emotional premium, positioning itself at the intersection of "affordable luxury" and "IP collectibles" [4] Group 2: Consumer Decision-Making Challenges - Transitioning from purchasing blind boxes priced in the tens or hundreds of yuan to jewelry costing thousands significantly increases decision-making costs for consumers [5] - The challenge lies in conveying the emotional value of IP jewelry to justify its high prices [6] - Establishing a differentiated competitive advantage amidst competition from traditional jewelry and affordable luxury brands is essential [6] Group 3: Strategic Value of Official Websites - An official website is crucial for brand differentiation, offering three irreplaceable advantages over third-party platforms: [8] - Brand narrative autonomy, allowing complete control over content presentation [8] - Ownership of user data, enabling direct insights into consumer behavior without reliance on third-party data [7] - Pricing control, eliminating price comparison interference from third-party platforms [8] Group 4: Building Emotional Connections - The official website serves as the most effective medium for conveying brand value propositions [9] - Pop Mart positions its jewelry as an "IP personality extension," with product logic translating "toy personas" into accessories [9] - The website can showcase meticulous attention to detail through high-quality visuals, storytelling, and simulated usage scenarios [10][11][12] Group 5: Pricing Authority - The official website aids in establishing pricing authority by highlighting unique value and shifting consumer focus [14] - Pop Mart employs a fixed pricing model, with a Baby Molly gold bead priced at 1,380 yuan, reflecting a price per gram significantly higher than traditional gold jewelry [14] - By guiding consumer decisions towards emotional value, design complexity, and collectible significance, sensitivity to material costs diminishes [14] Group 6: Future Vision of Official Websites - The future of corporate websites will evolve into the core of a brand's digital ecosystem [16] - Acting as a user data hub, providing insights for product development and marketing strategies [17] - Serving as a connector for offline stores, social media, and e-commerce platforms, ensuring a unified brand experience [18] - Functioning as a reservoir for private traffic, converting visitors into engaged user assets through membership systems and content marketing [19] Group 7: Conclusion on Brand Value and Pricing - When brand value is effectively communicated through the official website, and differentiation is accurately perceived, companies naturally gain pricing power [20] - This pricing authority is not merely a cost-plus approach but reflects the rich interest of the brand's emotional account [20]