Labubu也许会过气，但泡泡玛特不会

Core Insights - The article discusses the dual nature of Pop Mart's brand performance, highlighting both the decline of the Labubu series and the rise of the Star People series, indicating that while Labubu may fade, Pop Mart's overall brand will continue to thrive [5][10][7]. Group 1: Brand Performance - Labubu's sales growth in North America is projected to drop from 1200% to 500% during the Black Friday period, leading to speculation about its decline [5]. - In contrast, the Star People series has achieved nearly 400 million in sales within just six months, surpassing Labubu's growth trajectory [6]. - The evolution of Pop Mart's IP reflects a keen understanding of emotional consumption, adapting to societal changes and consumer sentiments [7][19]. Group 2: Emotional Consumption Strategy - Pop Mart's strategy diverges from traditional IP models like Disney, focusing on "controllable randomness" to continuously engage consumers [9]. - The company captures shifts in mainstream emotions, allowing it to consistently produce popular products that resonate with young consumers [19][28]. - The emotional landscape influences the types of IP that gain traction, with dark-themed IPs thriving during economic downturns and sweeter themes during prosperous times [33][34]. Group 3: Globalization and Localization - While Pop Mart's IPs have global appeal, successful localization is crucial for market penetration, as seen in the mixed performance of Labubu in Indonesia due to cultural differences [23][25]. - The company employs localized IPs to mitigate potential cultural clashes, ensuring that its products resonate with diverse consumer bases [26]. Group 4: IP Development and Success Rate - Pop Mart's approach to IP development is systematic, involving a "anchor - reserve - race - test - heat" mechanism to identify and nurture potential hits [34][49]. - The company has achieved a new IP success rate of 68%, significantly higher than the industry average of 30%, indicating effective strategies in discovering and cultivating popular products [49][50]. - The process includes rigorous testing and market feedback to refine IP offerings, ensuring alignment with consumer desires [43][44].