记者手记｜“创意+”加持 中国消费品牌加速在法国“破圈”

Core Insights - Chinese consumer brands are rapidly gaining recognition in France, driven by creativity and brand storytelling, appealing particularly to the younger demographic [1][2] - The rise of social media platforms and the influence of Asian pop culture have significantly contributed to the expansion of the French collectible toy market, with brands like Pop Mart becoming increasingly popular [1][2] Group 1: Market Trends - The French collectible toy market is expanding, with Pop Mart's popular IP "Labubu" becoming the third most favored collectible toy in France [1] - Miniso, known for its affordable creative products, has opened over 20 franchise stores in France since its entry in 2020, including a flagship store on the Champs-Élysées that set a sales record outside of mainland China [1] Group 2: Competitive Advantages - Chinese creative brands leverage mature industrial design capabilities, systematic design processes, stable brand narratives, and efficient supply chain collaboration, creating a competitive edge beyond individual products [2] - Pop Mart is enhancing its narrative phase through animations, themed spaces, and cross-brand collaborations to expand its influence [2] - Miniso has established a product system that resonates with local consumers in France, supported by an innovative operational model and agile logistics [2] Group 3: Cultural and Economic Impact - The positive reception of Chinese consumer brands in France reflects a shift in Chinese manufacturing from scale-driven to creativity-driven approaches [2] - The interaction between Chinese and French enterprises in aesthetics and innovation is expected to enhance design and quality standards [2][3] - The high concentration of the European fashion and cultural industry, along with a diverse consumer base, provides ample development space for Chinese brands [3]