场景体验消费热潮涌动：从“卖产品”到“卖服务” 催生消费多元新亮点

Core Insights - The潮玩 industry is transitioning from "product consumption" to "interactive services," driven by the expanding connotation of service consumption [1] - New service forms such as潮玩街区, customized figurines, and pop-up events are effectively stimulating young consumers' spending enthusiasm, becoming a rapidly growing segment of service consumption [1] Group 1 -潮玩街区 is leading a new consumption trend, with local brands shifting from "selling products" to "selling services" [3] - In Dongguan, companies are integrating cultural elements into modern designs, offering潮玩 products with cultural explanations and interactive services [3] - Brands are launching customizable and wearable doll outfits to meet young consumers' personalized needs, further expanding the boundaries and value of潮玩 services [3] Group 2 - The潮玩街区 in Xuhui District, Shanghai, spans 1.9 kilometers and attracted 1.5 million visitors in its first month, generating over 40 million yuan in sales [4] - Consumers can purchase various figurines and participate in潮玩-related pop-up events, with large installations integrating game IP into the consumption scene [4] Group 3 - In the first three quarters, national box office revenue increased by 20.7% year-on-year, with the "big screen + small潮玩" crossover becoming a new growth point in the market [6] - During the summer release, a domestic animated film achieved over 7 million yuan in surrounding sales on its opening day, with two blind box products selling over 3 million units [6] - Companies are responding precisely to young consumers' new consumption demands, focusing on creating experiences that resonate emotionally and facilitate social interactions [6]