01. 继泡泡玛特、布鲁可之后，又一个潮玩公司——52TOYS递交IPO，赴港上市。 尽管在多个场合中，52TOYS称自己不想做泡泡玛特，但二者仍有许多相似之处：同处于风口的潮玩行业，同样做着IP生意的商业模式，甚至有着都选择 在"品牌建立10年"这个时间节点上市的巧合。 与泡泡玛特当初上市时大相径庭的是，如今提交招股书的52TOYS，备受资本市场的青睐，就连万达影业这种看似和潮玩不沾边的企业也参与了52TOYS 的融资。 这里面，有一部分是泡泡玛特的功劳。 这几年，labubu等头部潮玩IP给泡泡玛特带去几十亿的营收，不光让整个市场看到了IP生意翻倍增长的可持续性，更是让整个资本市场见识到了潮玩行业 的巨大潜力：当初那个不被资本们看好的泡泡玛特，今年市值屡创新高，如今甚至超过了安踏和小鹏。 在竞争激烈的潮玩市场，泡泡玛特已经证明了自己的能力，但眼下依旧靠外部授权IP盈利的52TOYS，还需要在盈利和孵化IP上做出成绩，证明自己。 行业不会只有一个泡泡玛特，但都想压中下一个泡泡玛特。 来源：略大参考 作者：付饶 被看好的"潮玩第三股" 主要的原因在于，泡泡玛特用过去几年成倍增长的营收，充分证明了其商业化潜力和 ...

Investment Rating - The report indicates a positive investment outlook for the Chinese art toy industry, highlighting significant growth potential driven by various factors [5][6][8]. Core Insights - The Chinese art toy industry has transitioned from a niche luxury market to a broader, affordable market, expanding its core consumer base beyond early adopters to include a wider demographic [5][6]. - The market is expected to reach a scale of 74.7 billion yuan by 2024, with growth rates surpassing traditional toy industries, positioning it as a new highland for cultural export and industrial revitalization [6][8]. - The competitive landscape is characterized by a "one strong, many strong" pattern, with Pop Mart leading in revenue, while TOPTOY achieves rapid growth through differentiated strategies [7][57]. Summary by Sections Industry Overview - The Chinese art toy industry has evolved significantly, moving from a niche market to a mass-market appeal, with a core consumer demographic expanding to include younger audiences and diverse user groups [5][6]. - The industry is experiencing a trend of refined division of labor and full-chain integration, driven by the rise of Generation Z's purchasing power and accelerated IP commercialization [6][8]. Market Dynamics - The competitive environment is intense, with Pop Mart projected to achieve revenues of 11.99 billion yuan in 2024, while TOPTOY's revenue and store count are expected to grow at compound annual growth rates (CAGR) of 115.4% and 45.8%, respectively [7][57]. - The consumer base is predominantly young and female, with high concentrations in first-tier cities, indicating a strong alignment with emotional and purchasing needs [7][52]. Policy Environment - Recent government policies have been favorable, promoting consumption and intellectual property protection, which are crucial for the high-quality development of the art toy industry [15][17]. Consumer Insights - The primary consumer demographic for art toys is individuals aged 20-39, with a significant female representation, indicating a strong demand for products that cater to personal expression and cultural identity [52][56]. - The purchasing motivations are driven by individual expression, collection value, and self-satisfaction, with a notable presence of secondary market sales for limited editions [13][56]. Financial Performance - The financial landscape shows that Pop Mart leads the industry with substantial revenue, while TOPTOY's differentiated approach has resulted in impressive growth metrics [57][59].

Core Viewpoint - The popularity of the collectible toy brand Labubu has surged globally, with celebrities endorsing it, leading to a significant increase in demand and subsequent issues with scalpers [1][4][11] Company Developments - TOP TOY, a collectible toy brand under Miniso, is reportedly seeking to go public in Hong Kong, having engaged JPMorgan and UBS for its IPO process [1][4] - TOP TOY aims to introduce new investments from sovereign wealth funds before selling shares, marking its second attempt at an IPO since March [1][4] - The brand was established in December 2020 and has expanded its product offerings significantly, with around 11,000 SKUs by the end of last year [4] Financial Performance - TOP TOY's revenue for 2024 is projected to grow by 44.71% to 984 million RMB, with GMV increasing by 41.04% to 814 million RMB [4][5] - The total number of transactions increased by 56.71% to approximately 19.9 million, although the average transaction value decreased by 9.73% to 109.5 RMB [4][5] - Compared to competitors, TOP TOY's performance lags behind leading companies like Pop Mart, which reported revenues of 13.038 billion RMB in 2024 [4][6] Market Position and Strategy - TOP TOY's self-owned IP accounts for a low single-digit percentage of its revenue, relying heavily on third-party brand products [6][8] - The company plans to differentiate itself by focusing on global IPs rather than developing its own, aiming to create products through reinterpretation of existing popular IPs [8][9] - TOP TOY has ambitious plans to open over 1,000 stores globally within five years, with expectations that overseas sales will exceed 50% of total sales [9][10] Competitive Landscape - The collectible toy market is competitive, with companies like Pop Mart and 52TOYS also pursuing IPOs and expanding their market presence [1][11] - Pop Mart's revenue from overseas markets has seen significant growth, indicating a trend among collectible toy brands to expand internationally [10][11]

Core Insights - The popularity of Labubu plush toys has surged, becoming a trendy accessory among various demographics, especially among young adults and celebrities [3][35][41] - Labubu's appeal lies in its unique design and emotional comfort, resonating with consumers seeking companionship and nostalgia [21][32][34] Market Trends - The plush/toy market is projected to reach 4.24 billion yuan in 2024 and exceed 7.723 billion yuan in 2025, with over 70% of consumers being adults [21] - Labubu's limited editions have become sought-after collectibles, with prices on secondary markets soaring, sometimes exceeding ten times the original price [6][37] Celebrity Influence - High-profile endorsements from celebrities like Lisa from BLACKPINK and David Beckham have significantly boosted Labubu's visibility and desirability [35][25] - Labubu has been integrated into luxury fashion, with celebrities pairing it with high-end bags, transforming it into a fashion statement [27][25] Social Media Impact - The rise of Labubu has been amplified by social media platforms, where its popularity has led to significant online engagement and sales [17][37] - The phenomenon of "Kidult" culture reflects a growing trend of adults purchasing toys, with Labubu embodying this youthful spirit [34] Counterfeit Market - The surge in demand has led to a rise in counterfeit products, with imitations like "Lafufu" gaining unexpected popularity due to their unique flaws [38][37] - The presence of counterfeit goods may dilute the brand's value and consumer sentiment over time [41] Consumer Behavior - Many consumers are drawn to Labubu for its emotional support and the ability to personalize their accessories, reflecting a desire for individuality [29][23] - The phenomenon of "fear of missing out" drives consumers to purchase Labubu, despite the risk of market saturation and declining exclusivity [39][41]

转自：中国质量报 潮玩是指以艺术设计为核心，兼具潮流文化属性和收藏价值的玩具或收藏品。与传统玩具不同，潮玩更 具社交化、礼品化，更强调文化共鸣、创意表达和审美情趣。因其社交属性和情绪价值契合当代人的需 求，很受消费者认可，行业市场在短期内获得快速发展。近些年，我国潮玩产业进入高增长阶段，2023 年市场规模达到600亿元，预计到2026年，市场规模将突破1000亿元。 我国潮玩不仅在国内市场表现亮眼，一些潮玩企业积极"出海"，在海外市场也取得可喜成绩。以泡泡玛 特为例，该企业2018年起在海外开设实体店，进入日本、韩国、新加坡、马来西亚及美国、英国、澳大 利亚、法国等地市场，海外市场影响力持续上升。截至2024年底，泡泡玛特旗下IP全球营收130.4亿 元，海外业务营收50.7亿元，同比增长375.2%。泡泡玛特之外，布鲁克、卡游等众多中国潮玩品牌也在 加快"出海"步伐。 我国潮玩之所以能够吸引全球目光，有多方面原因。重视IP、创造IP、运用IP，这一点非常重要，泡泡 玛特就是围绕IP作为"消费者情感纽带"这一核心精准发力而大获成功的。泡泡玛特注重打造IP生态，以 形象IP为主导，并结合联名合作等方式，为潮玩 ...

奢侈品一直被认为是高净值阶层的消费象征，是社会认可的"通用语言"。但今天，越来越多的年轻人不再像上一代那样渴望一只LV手袋、一块劳力士手 表。他们转而把"钱""注意力"与"情感"投向了一种更轻、更新、也更"属于自己"的消费物件——潮玩。 从300元的盲盒，到3000元的定制BJD，再到过万的艺术玩偶；从上班族办公桌的Labubu，到租房客床头的DIMOO，再到地铁口排队两小时的"联名发 售"；潮玩似乎不再是"玩具"，而成了一种结构完整的情绪容器×社交语言×价值表达方式。它不炫富，但有身份；它不实用，但有陪伴；它不代表地位， 但代表我是谁。它也许没有奢侈的外壳，却也已悄然具备了奢侈的灵魂。 "高价低用"的逻辑 潮玩与奢侈品的第一性原理共振 很多人直觉上会否定"潮玩=奢侈品"这个说法，因为它看起来不够"高贵"、不够"高级"。但如果我们抽掉奢侈品的"品牌名""贵价包""高级时装"这类表层物 象，回溯它的第一性逻辑，会发现：真正定义奢侈品的，并不是价格本身，而是对欲望的组织能力×对非理性的调动结构。 从奢侈品的"五大逻辑结构"与潮玩对比示意 | 序号 | 奢侈品底层逻辑维度 | LV的表达 | 潮玩的对照表达 | 是 ...

证券研究报告 | 2025年06月04日 传媒互联网周报 优于大市 香港通过稳定币新规，DeepSeek 发布新版本并开源 传媒板块本周表现：行业上涨 1.73%，跑赢沪深 300，跑赢创业板指。本周 （5.24-5.30）传媒行业上涨 1.73%，跑赢沪深 300（-1.08%），跑赢创业板 指（-1.40%）。其中涨幅靠前的分别为元隆雅图、时代出版、游族网络、ST 返利等，跌幅靠前的分别为昆仑万维、盛通股份、因赛集团、每日互动等。 横向比较来看，本周传媒板块在所有板块中涨跌幅排名第 5 位。 重点关注：香港《稳定币条例》正式成为法例，DeepSeek 发布新版本并开 源。1）香港特别行政区政府于 5 月 30 日在宪报刊登《稳定币条例》，这意 味着《稳定币条例》正式成为法例；2）DeepSeek-R1-0528 发布并开源，相 比前代版本，R1-0528 在代码生成速度、推理精度以及前端开发能力上均有 显著提升，在减少模型幻觉问题上与 o3 和 Gemini-2.5Pro 等顶尖模型保持 一致；3）Perplexity AI 近期推出了 Perplexity Labs，定位为面向复杂任 务的 AI 驱动解 ...

Core Insights - Labubu, a plush toy from Pop Mart, has gained global popularity, challenging the stereotype that Chinese manufacturing relies solely on cost-effectiveness. Despite a 30% price increase due to tariffs in the U.S., demand remains high, with consumers willing to pay significantly more for the toy, dubbed "plastic Moutai" [1][9] - The success of Labubu can be attributed to Pop Mart's ability to create "explosive" products and a well-connected supply chain across various regions in China, including Beijing, Guangdong, and Henan [1][2] Group 1: Origins and Development - Pop Mart was founded in 2010 in Beijing and evolved from a trendy goods store to a "trendy department store" by 2017, signing its first IP and launching characters like Molly and Labubu [2] - Guangdong, particularly Dongguan, plays a crucial role in the toy manufacturing industry, housing over 4,000 toy companies and providing more than 70% of Pop Mart's production capacity [6][4] Group 2: Manufacturing and Design - Dongguan's toy manufacturers are highly adaptable, capable of meeting the rapid design changes required in the trendy toy sector, thus providing a vast "toolbox" for Pop Mart's diverse manufacturing needs [4] - Pop Mart emphasizes product details, such as creating specialized components for toys to enhance their visual appeal, which reflects a shift from traditional manufacturing to high-precision production [7][8] Group 3: Cultural and Artistic Influence - Hong Kong is identified as a significant cultural hub that contributed to the early development of trendy toys, with local artists creating unique designs that merged art and commerce [10][14] - The rise of Pop Mart has allowed these artistic expressions to reach a broader market, transforming them from niche art pieces to commercially viable products [14][19] Group 4: Regional Dynamics and Future Prospects - Other regions, particularly Henan, are beginning to explore opportunities in the trendy toy market, with a growing number of related enterprises and a focus on high-value cultural consumption [17][18] - The trend indicates a potential shift in the toy industry, where manufacturers seek to incorporate more Chinese elements and artistic expressions, aligning with the current trend of "national tide" [19]

潮玩：拼搭玩具 KA 渠道专家交流 20250604 摘要 布鲁可二季度销售趋势接近预期，目标为 12 亿元以上（不含税），目 前完成进度约为 3/4。5 月份新品奥特曼 14 弹上市后，奥特曼系列占公 司总销量比重从 35%-40%提升至 50%-55%。 新品推广分三个阶段：试销（KA 渠道、核心区域）、全国网点铺开、加 大供货量。柯南目前处于试销阶段，宝可梦和小黄人已基本全部铺开， 变体进入第二轮或第三轮销售。 假面骑士是重点关注 IP，经销商资金转移表明其零售网点周转良好。公 司希望假面骑士能维持 15%的占比。冥河系列、初号机和初音等 IP 销 售趋势乐观。 布鲁可计划推出女性向产品，定义为最终购买群体主要为女性。思路包 括拼接空间积木和结合热门女性游戏，预计约 50-60%的 SKU 会落地到 女性向项目中。 宝可梦男性消费者占比约为 75%-80%，小黄人女性消费者比例稍高， 约为 30%。宝可梦第一轮上市未达预期，第二轮推出喷火龙等角色后销 售表现超过第一轮。 Q&A 布鲁克近期的整体销售表现如何，市场对新品的接受度如何？ 5 月份是二季度的销售旺季，尤其是 5 月 15 日至 5 月 30 ...

证券研究报告 | 2025年06月04日 传媒板块本周表现：行业上涨 1.73%，跑赢沪深 300，跑赢创业板指。本周 （5.24-5.30）传媒行业上涨 1.73%，跑赢沪深 300（-1.08%），跑赢创业板 指（-1.40%）。其中涨幅靠前的分别为元隆雅图、时代出版、游族网络、ST 返利等，跌幅靠前的分别为昆仑万维、盛通股份、因赛集团、每日互动等。 横向比较来看，本周传媒板块在所有板块中涨跌幅排名第 5 位。 重点关注：香港《稳定币条例》正式成为法例，DeepSeek 发布新版本并开 源。1）香港特别行政区政府于 5 月 30 日在宪报刊登《稳定币条例》，这意 味着《稳定币条例》正式成为法例；2）DeepSeek-R1-0528 发布并开源，相 比前代版本，R1-0528 在代码生成速度、推理精度以及前端开发能力上均有 显著提升，在减少模型幻觉问题上与 o3 和 Gemini-2.5Pro 等顶尖模型保持 一致；3）Perplexity AI 近期推出了 Perplexity Labs，定位为面向复杂任 务的 AI 驱动解决方案，能够在 10 分钟内完成从创意到成品的完整流程。 本周重要数据跟踪：《Wh ...