迷你版LABUBU开售即售罄

Core Viewpoint - The commercial value of an IP only begins when it becomes a world-class super IP, as stated by Pop Mart's Chairman and CEO Wang Ning [3]. Group 1: Product Launch and Sales Performance - On August 28, Pop Mart launched the "Mini Labubu" as an extension of the Labubu brand, with online sales starting at 10 PM and offline sales the following day [4]. - The launch event saw significant engagement, with over 2.37 million viewers on Pop Mart's Tmall live stream and over 840,000 on the box machine WeChat mini-program before the official sale [4]. - At the time of the official launch, more than 580,000 people had added the Mini Labubu to their carts, and within two minutes of the sale, over 300,000 units were sold, generating over 23.7 million yuan in sales [4]. Group 2: Market Trends and Consumer Sentiment - Despite the successful launch of the Mini Labubu, the popularity of the regular Labubu has declined, with the average transaction price on second-hand platforms dropping from 2,118.7 yuan in June to 760.2 yuan recently, a decrease of nearly two-thirds [7]. - Analysts express skepticism about the Mini Labubu's ability to generate sustained social media buzz, suggesting it may only achieve short-term popularity [8]. - The strategic intent behind launching the Mini version is seen as a marketing choice to maintain visibility and fill a gap in the market, rather than a significant innovation in the brand's narrative [9].