POP MART(HK:09992) 36氪未来消费·2026-01-06 12:14Core Viewpoint - The article discusses the rise of Chinese IPs, particularly focusing on the success of the toy company Pop Mart and its character LABUBU, which has become a symbol of affordable luxury and a cultural phenomenon, reflecting changing consumer behaviors and preferences in a globalized market [7][10][12]. Group 1: Product and Design - Pop Mart's LABUBU character has gained immense popularity, similar to the iconic "Ballet Slippers" nail polish, as it represents an affordable luxury that consumers can aspire to own [9][10]. - The success of LABUBU is attributed to its unique design and the meticulous work of designers, which creates a significant gap between its products and cheaper alternatives [22][29]. - The company maintains strict control over its IP design process, ensuring that every detail is carefully crafted and approved, which contributes to the perceived value of its products [26][40]. Group 2: Marketing and Operations - Pop Mart's marketing strategy relies heavily on social media and influencer engagement, with spontaneous endorsements from celebrities like Lisa from Blackpink, which have significantly boosted the brand's visibility [18][19]. - The company has adopted a unique operational model that focuses on product and brand management rather than traditional content creation, allowing it to thrive in a fragmented media landscape [60][61]. - Pop Mart's physical stores play a crucial role in creating a cultural experience for consumers, enhancing brand loyalty and community engagement [80][85]. Group 3: Consumer Behavior - The article highlights a shift in consumer psychology towards "show-off" consumption, where owning products like LABUBU allows individuals to express their identity and status in social settings [123][125]. - The concept of loneliness in modern society is explored, suggesting that products like LABUBU provide companionship and a sense of belonging, addressing emotional needs in a fragmented world [116][121]. - The marketing strategies of both Pop Mart and Chinese gaming companies reflect an understanding of consumer desires for connection and self-expression, which are increasingly important in today's market [128][132]. Group 4: Globalization and Localization - Pop Mart has expanded its operations globally, establishing regional headquarters and hiring local talent to better understand and cater to diverse markets [99][100]. - The localization efforts of Chinese companies, including adapting narratives and character designs to fit local cultures, are essential for their success in international markets [93][96]. - The article emphasizes the importance of finding common emotional ground across cultures, which is a key strategy for both Pop Mart and Chinese gaming companies in their global outreach [106][107].