泡泡玛特为什么不务正业?

Core Viewpoint - The article discusses Bubble Mart's expansion into new industries beyond trendy toys, particularly focusing on the launch of its independent jewelry brand POPOP and its foray into the home appliance sector, highlighting the strategic choices and challenges involved in these ventures [3][39]. Group 1: Jewelry Expansion - Bubble Mart is diversifying into the jewelry sector with its brand POPOP, which features a range of fashion jewelry priced between 319 yuan and 26,990 yuan, with the most expensive item being an 18k gold necklace weighing 8.65 grams [6][28]. - The design approach for POPOP jewelry is currently seen as a mix of fashion and light luxury, using materials like S925 silver and zircon, but there are mixed opinions on the pricing and design originality among consumers [8][22]. - The company aims to leverage its existing IP value and cultural recognition to create a unique narrative in the fashion jewelry market, which is distinct from traditional fine jewelry brands [14][31]. Group 2: Challenges and Market Reception - Initial market reception for POPOP jewelry has been lukewarm, with reports of low foot traffic and consumer interest compared to the more popular toy lines, indicating a need for stronger brand engagement and marketing strategies [18][19]. - There are concerns regarding the clarity of IP representation in jewelry design, as some designs may not effectively translate the brand's identity into wearable art, which could hinder consumer appeal [10][12]. - The company faces the challenge of establishing a strong design identity and originality to differentiate itself from established jewelry brands like Pandora and Van Cleef & Arpels [23][24]. Group 3: Home Appliance Sector - Bubble Mart is also exploring the home appliance market, actively recruiting experts in this field, which suggests a strategic move to diversify its product offerings and tap into a growing industry [39][42]. - The home appliance industry in China is projected to reach a total revenue of 1.95 trillion yuan in 2024, with a year-on-year growth of 5.6%, indicating a robust market opportunity for new entrants [42]. - The company aims to inject emotional value into home appliances, similar to its approach in the toy and jewelry sectors, by leveraging its brand identity and consumer engagement strategies [44][48].