10月2日至3日，Wonder Festival(下称WF)2025手办模型展在上海举办。据悉，WF为全球最大规模的手 办模型展。数据显示，WF 2025企业展商超过400家，个人展商超2000家，展品数量超10万件。 整个展览现场人潮涌动，狂热收藏家们早早排起长龙，只为抢购限量版作品；创作者们小心翼翼地展示 心血之作，期待知音；各大厂商炫目亮眼的展台前，惊叹声此起彼伏。 本届WF手办展不仅仅是一场展会，更是潮玩圈层生态的具象化呈现——一个由平台、创作者、版权方 和核心用户共同搭建的内容共创、共享空间，每一种热爱都能在这里找到归宿，每一个声音都能在这里 得到回响。 在这场全球潮玩盛宴中，淘天潮玩作为潮玩品牌与玩家不可或缺的平台，以空前规模亮相，品牌定位也 从"中国潮玩市场引领者"迈向"全球潮玩生态构建者"，进一步夯实"潮玩新品，尽在天猫；吃谷买娃， 来逛淘宝"的用户心智。 一、潮玩大航海时代，淘天为何是"旗舰"？ 中外玩具网数据显示，2025年618期间，淘天玩具潮玩行业共产生破亿商家6个，千万商家超100个，千 万单品超20个，百万单品超1000个，远超去年618战绩。 其中，谷子类商品强势爆发，以国产IP ...

Lafufu盛行，也是一个社区文化养成的过程，只有大家都喜欢上了Labubu这个形象，才会产生自己的表达。 上周去深圳出差，吃饭的时候看到两个姑娘包上挂了同款纯金Labubu，非常好看。 就算不找平台验证，我也知道这不可能是正版。它来自于深圳全国闻名的黄金市场水贝。甚至席上没有人考虑到正版问题，都在感叹Labubu 太火了，居 然还有商家能出这么可爱的纯金版。 另一位朋友，在我求助怎么买到靠谱隐藏版时，她直接承认，自己挂的也是"祖国版"，因为她就喜欢这款，但确实太难买到，黄牛溢价又高，还不保真。 这个月早些时候的美网赛场上，一向打扮出位的大坂直美，每次出场包包上都挂了一只很特别的Labubu，分别用传奇网球选手命名。我怀疑如果不是止 步半决赛，她肯定还可以拿出更多。 社交平台上，有人怀疑这可能是一种自制盗版——据说可以用3D 打印出来（我不太敢相信），但尽管如此，还是有更多人喜欢她的Labubu，因为没有人 能拒绝blingbling。 当然，大坂直美的Labubu不是盗版，很快有人扒出这是来自A-Morir Studio的客制版本，她头上的玫瑰发夹、以及耳机上的水钻也出自这个公司—— Labubu被整合进了 ...

Core Viewpoint - TOP TOY International Group Limited has submitted its listing application to the Hong Kong Stock Exchange, with JPMorgan, UBS, and CITIC Securities as joint sponsors [1] Company Overview - TOP TOY is recognized as the largest and fastest-growing潮玩 (trendy toy) collection brand in China, achieving a GMV of RMB 2.4 billion in 2024, with nearly 50% of revenue coming from self-developed products, the highest among Chinese潮玩 brands according to Frost & Sullivan [4][5] - The company has established a comprehensive潮玩 industry chain platform since opening its first store in December 2020, demonstrating strong product design and IP operation capabilities [4] Market Position and Consumer Engagement - As a leader in the潮玩 collection brand sector, TOP TOY has built significant brand influence and a diverse customer base, being the preferred潮玩 brand among consumers according to Frost & Sullivan [5] - The company utilizes private domain operations and multi-platform fan interactions to engage customers effectively, ensuring high-quality content dissemination [5] Financial Performance - For the six months ending June 30, 2022, 2023, 2024, and 2025, the company reported revenues of approximately RMB 678.8 million, RMB 1.46 billion, RMB 1.91 billion, and RMB 1.36 billion respectively, with corresponding profits of approximately RMB -38.4 million, RMB 212.4 million, RMB 293.5 million, and RMB 179.7 million [6][7]

Core Insights - The Labubu toy from China has become a hot-selling item at the 2025 Africa Comic Convention held in Johannesburg, South Africa, attracting large crowds despite limited daily sales [1][2] - The toy is priced at 699 ZAR (approximately 40 USD) in South Africa, which is lower than its online speculative prices, indicating a strategic pricing approach [2] - The popularity of Labubu is attributed to its uniqueness and limited availability, aligning with consumer desires for self-expression and collectibility [4] Group 1 - Labubu's sales strategy includes a "bundling" approach where consumers must purchase other products to buy the Labubu plush toy, reflecting a marketing tactic to boost overall sales [2] - The toy's introduction to the South African market was initiated by Dean Pillay, who recognized its popularity in Asia and successfully sold 2,000 units at a previous event in Cape Town [2] - The demand for Labubu is so high that the company has introduced two alternative products to meet consumer needs during stock shortages [2] Group 2 - Marketing expert Davin Phillips suggests that Labubu's appeal lies in its oddity and limited release, which resonates with consumers' emotional and storytelling needs [4] - The toy's exposure may fluctuate, but it represents a lasting demand for emotional connection and narrative among consumers [4]

Investment Rating - The investment rating for the company is "Buy" (maintained) [1][14]. Core Insights - The company has demonstrated significant revenue growth, with a reported revenue of 138.8 billion yuan for H1 2025, representing a year-over-year increase of 204.4%. The adjusted net profit reached 47.1 billion yuan, up 362.8% year-over-year, indicating strong operational performance and cost control [6][7][9]. Financial Performance - Revenue for H1 2025 was 138.8 billion yuan, with an expected full-year revenue exceeding 300 billion yuan. The adjusted net profit was 47.1 billion yuan, with an adjusted net profit margin of 33.9%, an increase of 11.6 and 5.8 percentage points compared to H1 2024 and H2 2024 respectively. The gross margin was 70.3%, up 6.3 percentage points year-over-year [6][9][12]. - The company effectively controlled costs, with a decrease in sales expense ratio by 6.7 percentage points and management expense ratio by 4 percentage points year-over-year. The inventory turnover days improved from 102 days in 2024 to 83 days in H1 2025 [9][10]. Revenue Breakdown - Online sales growth outpaced offline, with online revenue increasing by 365% year-over-year, accounting for 39.6% of total revenue. Offline revenue grew by 159% year-over-year, making up 55.7% of total revenue [8][9]. - Domestic revenue reached 82.8 billion yuan, representing 59.7% of total revenue, with online domestic revenue growing by 212.2% year-over-year [9][10]. International Expansion - Overseas revenue surged by 440% year-over-year, accounting for 40.3% of total revenue. The Americas and Europe showed particularly strong growth, with year-over-year increases of 1142.3% and 729.2% respectively [11][12]. - The company plans to expand its store count to 200 by the end of the year, with significant growth in the Americas and Europe [11][12]. Product and IP Performance - The plush category has become the largest product category, with revenue from plush toys growing by 1276% year-over-year. The company has 13 IPs generating over 1 billion yuan in revenue [12][13]. - Membership growth has been robust, with a total of 59.12 million members by H1 2025, and a member repurchase rate of 50.8% [12][13]. Earnings Forecast - The company is projected to achieve revenues of 330.25 billion yuan, 452.39 billion yuan, and 566.76 billion yuan for the years 2025, 2026, and 2027 respectively. The adjusted net profit is expected to reach 115.48 billion yuan, 159.05 billion yuan, and 200.87 billion yuan for the same years [15][16].

Core Insights - The rise of trendy toys (潮玩) reflects a shift in consumer culture, evolving from niche collectibles to mainstream appeal, attracting a diverse audience across age groups [1][2] - The success of trendy toys is driven by innovative marketing strategies, including social media influence and the "surprise economy" created by blind box purchases [3][5] - The industry is experiencing significant growth, with companies focusing on IP development and creating engaging narratives to enhance consumer connection [5][6] Group 1: Market Dynamics - Trendy toys have transitioned from being popular among niche collectors to becoming a mainstream phenomenon, appealing to all demographics [1] - The character 拉布布 has gained immense popularity, becoming a cultural icon and even receiving a diplomatic title, showcasing the power of branding and celebrity endorsements [3] - The demand for creative and personalized products is increasing as consumers seek more than traditional toys, leading to a rise in the trendy toy market [2] Group 2: Consumer Engagement - The "surprise economy" through blind boxes enhances consumer excitement and encourages repeat purchases, as seen with 拉布布's popularity [3][5] - Social media plays a crucial role in promoting trendy toys, with unboxing videos and creative showcases driving interest and engagement among potential buyers [3] - The emotional connection consumers feel towards characters like NOOK highlights the importance of relatable storytelling in product design [2] Group 3: Industry Challenges - The secondary market for trendy toys is thriving, but issues such as scalping and counterfeit products threaten market integrity and consumer trust [6][7] - The rise of counterfeit products poses risks to brand reputation and consumer confidence, as buyers may unknowingly purchase fakes [7] - The industry must navigate challenges related to market fairness and product authenticity to sustain growth and consumer satisfaction [6][7] Group 4: Future Outlook - The trendy toy industry is expected to continue growing, with companies encouraged to invest in IP exploration and product innovation [5][6] - The shift from "Made in China" to "Created in China" signifies a broader cultural and economic evolution, positioning Chinese brands on the global stage [6] - The next decade presents both challenges and opportunities for the trendy toy industry, with a focus on developing unique paths for growth and consumer engagement [7]

Core Insights - The LABUBU phenomenon has become a significant cultural symbol, contributing to Pop Mart's market capitalization exceeding HKD 300 billion, marking a new high since its IPO [1] - The Pop Mart City Park in Beijing has seen a surge in popularity, especially during the summer, attracting a diverse range of visitors [1] - The park features various interactive activities, including a stamp collection game, which has become a popular attraction among visitors [1] Group 1 - The park's merchandise offerings are diverse, with LABUBU-themed products being particularly popular among visitors [1] - The IP-themed dining options within the park, such as LABUBU-shaped waffles and creative ice creams, have also become a consumer hotspot [2] - The Pop Mart City Park, opened in September 2023, covers approximately 40,000 square meters, making it a lightweight urban theme park compared to larger competitors [2] Group 2 - The park is undergoing redesign and renovation, with two-thirds of the area being upgraded, yet visitor enthusiasm remains high [2] - Ticket prices have been adjusted, with weekday tickets reduced from 150 yuan to 88 yuan, and peak day tickets from 180 yuan to 118 yuan, which has been perceived as good value by visitors [2] - Pop Mart aims to continuously introduce new IP scenes and interactive projects, enhancing the emotional connection between fans and IPs while exploring broader development opportunities in the industry [3]

Core Viewpoint - The 2025 Beijing International Trendy Toy Expo (PTS) serves as a global platform for IP enthusiasts, featuring renowned international IP giants and attracting hundreds of global designers, promoting cultural exchange and interaction within the trendy toy industry [1][3]. Group 1: Event Highlights - The theme of this year's PTS is "Return of Playfulness, Seeking the Wilderness of the Heart," showcasing major IPs from Disney, Universal, Bandai, and others [1]. - Bubble Mart's well-known IPs, including LABUBU, MOLLY, and Xingxingren, were prominently featured, with numerous artists present for signings [3]. - The event aims to enhance fan engagement through upgraded interactive experiences, allowing deeper immersion into the IP world [3]. Group 2: International Participation - Attendees from various countries, such as Russia, expressed excitement about the event, highlighting the global appeal of specific IPs like Hirono [5]. - The presence of international designers and fans indicates a growing interest in trendy toys and IP culture beyond China [5]. Group 3: Market Expansion - Chinese original IPs are accelerating their international presence, with significant success noted for IPs like Labubu in the European market [7]. - The collaboration between Bubble Mart and the Beijing Cultural and Tourism Bureau aims to leverage cultural resources to enhance cultural innovation and economic benefits [7].

Core Insights - The 2025 Beijing International Trendy Toy Expo (PTS) is themed "Return to Play, Seek the Wild Heart," showcasing numerous global designers and serving as a platform for domestic IPs to expand internationally [1] - Peter Shipman, head of Pop Mart's European division, noted significant success for the Labubu IP in Europe, alongside strong growth for other popular IPs like SKULLPANDA and Hirono [1] - The European trendy toy market is evolving, with consumers showing a broader interest and more mature purchasing behavior compared to six months ago, moving beyond reliance on new store openings and hit products [1] - Lifestyle-related products are emerging as new bestsellers in the European market, with a recent successful pop-up gallery for Hirono in Covent Garden, London, demonstrating strong demand for lifestyle items such as T-shirts, blankets, and jewelry [1] - The company plans to expand its lifestyle product line in Europe and will host several SKULLPANDA-themed exhibitions in major cities like Rome, Berlin, London, and Paris later this year [3] - The core task in the European market remains the popularization of trendy toy culture, focusing on providing immersive brand experiences rather than just in-store transactions [3]

Core Viewpoint - The article discusses the rapid growth and cultural significance of Pop Mart, particularly its flagship product, the Labubu toy, highlighting its transformation into a global IP and the company's strategic approach to marketing and international expansion [1][4][13]. Group 1: Company Overview - Pop Mart has pioneered the trendy toy category in China, previously known as designer toys, and has significantly influenced the industry by promoting toy culture through events like the Beijing International Toy Expo [3]. - The company reported over 3 billion yuan in sales for Labubu last year, indicating its successful penetration into the global market [4]. Group 2: Cultural Impact and Marketing Strategy - Pop Mart aims to transition from merely selling products to selling culture, emphasizing the importance of high-value products that reflect Chinese culture on a global scale [5]. - The company utilizes a blind box marketing strategy, which has become its unique language, contributing to its brand identity and consumer engagement [7]. Group 3: International Expansion - In 2024, Pop Mart's overseas revenue is projected to reach 5.07 billion yuan, a year-on-year increase of 375.2%, indicating a strong international growth trajectory [8]. - The company plans to replicate its success in international markets, leveraging China's manufacturing capabilities and market size to support global artists in developing IP [9]. Group 4: Future Vision and Challenges - Pop Mart aspires to become a long-lasting enterprise, akin to a tree with deep roots, emphasizing the importance of cultural integration and local operations in its international strategy [12]. - The company acknowledges the challenges of entering foreign markets, including cultural and regulatory adaptations, and emphasizes a gradual, focused approach to expansion [10].