2025年是卡游深化战略布局、实现全域突破的关键一年。在行业向千亿级市场迈进、消费呈现高端化与 差异化趋势的背景下，卡游持续领跑集换式卡牌领域，突破"单一卡牌"局限，拓展毛绒玩具、潮玩、文 具等新品类，构建"卡牌+周边+场景"多元生态，不仅拓宽营收边界，也通过多品类协同提升用户粘 性；全球化布局实现里程碑式进展，泰国旗舰店的开业为辐射东南亚、拓展全球市场奠定基础。与此同 时，卡游精准把握国潮IP崛起风口，契合年轻群体情感陪伴与圈层认同需求，在卡牌收藏、社交、竞技 等核心属性之外，进一步强化产品的文化价值与收藏潜力，在行业竞争中持续巩固龙头壁垒。 从制造到智造的蜕变 卡游的发展是传统制造向智能制造转型的典范。面对市场竞争与科技变革，卡游重金引进德国曼罗兰印 刷生产线等国际顶尖设备，以微米级精度保障卡牌印刷与模切质量，搭配专属纸张双面印刷，让产品质 感与品质备受认可。 技术创新上，卡游重视工艺创新，研发光栅立体烫金触感增效印刷、高精微雕烫金印刷等数十种高端印 刷技术，赋予卡牌独特视觉效果与艺术价值，使其成为精美的艺术品。 国创IP孵化成绩斐然。叶罗丽以东方奇幻风格诠释友谊、勇气等主题，配套卡牌及文具、玩具等周边产 ...

通过"美图中国传统文化传播工程",美图公司以AI推动影像玩法创新,向全球用户传播中国之美。依托美 图秀秀、美颜相机等产品的亿级用户基础，美图以AI技术为转化工具，打造"国潮纹样""中国潮色""华 服美学"三大国潮IP，通过数字化传承、跨界共创、校企合作等方式，将中国传统色彩、中国传统纹 样、中国传统服饰文化转化为大众可感知、可参与的影像创意产品，打开传统文化传承新路径。 来源：环球网 摘要：本案例描述了美图公司响应2025年政府工作报告中"发展新型文化业态、推进文化遗产保护利 用"的号召，以"美图中国传统文化传播工程"为核心载体，以数字化形式呈现中华民族深厚的文化底蕴 与独特的审美意趣的创新实践。 关键词：美图公司；AI赋能；传统文化数字化；国潮IP；文化传承 案例正文： 2025年政府工作报告中指出，健全文化产业体系和市场体系，加快发展新型文化业态，推进文化遗产系 统性保护。在数字浪潮与文化自信的双重驱动下，传统文化的传承已从单一的"保护留存"转向"创新活 化"。 以AI科技打破边界，推动文化从"地域符号"走向全球 作为国内首家开启中国传统文化数字传播系统工程的企业，美图公司以AI影像科技对传统文化进行了 ...

Core Insights - The article emphasizes the growing significance of IP (Intellectual Property) in the潮玩 (trendy toys) market, highlighting its appeal to adults and the emotional connection it fosters, driven by rising consumer spending and cultural consumption upgrades [1][2]. Group 1: Definition and Development - "IP潮玩" refers to trendy toys with high recognition and independent IP attributes, primarily targeting adults rather than children, focusing on artistic value and collectability [2]. - The潮玩 industry has evolved from its inception in the late 1990s to a mature phase, with significant growth driven by local designers and the emergence of original IPs [3]. Group 2: Industry Chain and Market Size - The IP潮玩 industry chain consists of upstream IP sources, midstream IP operation and production, and downstream sales channels, with some companies managing the entire chain for better control [5]. - The Chinese IP潮玩 market is projected to reach approximately 678 billion yuan by 2024, with a CAGR of about 13.8% from 2020 to 2024, and is expected to exceed 1 trillion yuan by 2027 [6]. Group 3: Key Players - 泡泡玛特 has transformed from a trendy retail brand to a leader in IP commercialization, achieving significant growth through innovative product offerings and strategic expansions despite regulatory challenges [9][11]. - 万代南梦宫 has evolved from a toy wholesaler to a global entertainment giant, implementing an "IP axis strategy" to maximize IP value across various media [14][16]. Group 4: Consumer Behavior and Trends - The majority of consumers frequently purchase盲盒 (blind boxes) and手办 (figurines), with motivations centered around collection and stress relief, indicating a strong emotional connection to specific IPs [30]. - Social media platforms have become the primary source for consumers to obtain information about潮玩, with immersive unboxing videos and brand collaborations driving purchase decisions [33]. Group 5: Global Expansion and Digital Trends - The overseas market presents new growth opportunities for Chinese潮玩 brands, with varying challenges across regions like North America, Japan, and Southeast Asia [36]. - Digital潮玩, supported by blockchain technology and the rise of virtual identities, faces both opportunities and challenges, necessitating a balance between innovation and compliance for long-term value [38].

Core Insights - The article discusses the challenges and opportunities in the Chinese cultural IP (Intellectual Property) industry, particularly during a recent roadshow event where startups faced tough questions from investors about their business models and market positioning [1][2][3] Industry Overview - The market size of China's cultural IP industry is projected to exceed 2.3 trillion yuan in 2024 and is expected to surpass 2.5 trillion yuan in 2025, indicating significant growth potential [1] - The event featured nearly 10 startup teams presenting projects across various segments, including animation, film, trendy toys, and theme parks, showcasing a diverse range of business models [1] Market Trends - There is a growing demand for cultural products that go beyond superficial representations of traditional culture, with a need for deeper storytelling that resonates with modern consumers [2][3] - Successful cultural IPs are characterized by their ability to extract and refine elements of national, regional, and historical culture, creating narratives that connect with audiences [2] Investment Insights - Investors emphasized the importance of focusing on core business models and avoiding overly complex strategies, suggesting that startups should concentrate on their primary monetization paths [4] - The example of Pop Mart, which took over a decade to develop its brand before expanding, was cited as a model for startups to follow in terms of building long-term value [4] Technology Integration - The integration of technology, such as AI and XR (Extended Reality), is reshaping the creative landscape, prompting discussions on how to maintain the essence of artistic works while leveraging technological advancements [3] - Companies are encouraged to ensure that technology serves the storytelling aspect of their projects rather than overshadowing it [3] Case Studies - The "Ice and Snow Guardian Alliance" project from Harbin aims to incorporate local minority cultures into its narrative but was advised to delve deeper into cultural exploration [2] - The "Suanmiao" building block product from Beijing's Qiaohuan Suanmiao Cultural Technology Co., Ltd. has achieved a stable repurchase rate of 50% to 60%, indicating strong market acceptance and potential for educational integration [5]

Group 1 - The cultural industry is becoming a focal point for technology and capital, with the 2025 Guangdong-Hong Kong-Macao Greater Bay Area Cultural Industry Investment Conference scheduled for November 26-28 [1] - The conference aims to create an efficient platform for cultural enterprises and investment institutions to connect, promoting deep integration of culture, technology, and finance [1] - The event will feature a series of innovative activities organized in a "1+8+N" format, including one main conference, eight specialized investment roadshows, and multiple supporting activities [1][2] Group 2 - This year's conference will be the third edition, focusing on enhancing transaction functions, industry-finance cooperation, and resource matching [2] - A key highlight will be the introduction of a "mentor" mechanism, inviting successful entrepreneurs to empower innovative small and medium cultural enterprises [2] - The conference will emphasize six major cultural industry sectors, including film, performing arts, animation, online games, e-sports, and online audio-visual, aligning with the recent policy package for high-quality cultural industry development [2] Group 3 - A total of 298 innovative cultural industry projects have been collected for this year's conference, with 60 selected for live presentations [3] - Over 80 investment institutions and 132 investors have registered to attend the conference [3] - Previous editions of the conference saw 58 projects presented, with 28 securing funding within a year, achieving a conversion rate of approximately 50% and raising over 9.5 billion [3]

Core Insights - The article emphasizes the growing significance of IP (Intellectual Property) in the潮玩 (trendy toys) market, highlighting its appeal to adults and the emotional and cultural value it brings to consumers [1][2][3] Group 1: Definition and Development of IP潮玩 - IP潮玩 refers to trendy toys with high recognition and independent IP attributes, primarily targeting adults rather than children, focusing on artistic value and collectability [2] - The潮玩 industry has evolved from its inception in the late 1990s to a mature phase, with significant growth driven by local designers and the rise of blind box formats [3][6] Group 2: Market Size and Growth Projections - The Chinese IP潮玩 market is projected to reach approximately 678 billion yuan by 2024, with a CAGR of about 13.8% from 2020 to 2024, and is expected to exceed 1 trillion yuan by 2027 [6] Group 3: Industry Chain and Key Players - The IP潮玩 industry chain consists of three main segments: upstream IP sources, midstream IP operation and production, and downstream sales channels, with some companies managing the entire chain [5] - 泡泡玛特 (Pop Mart) has transformed from a retail brand to a leading player in IP commercialization, achieving significant growth through innovative product offerings and strategic expansions [9][11] Group 4: Consumer Behavior and Trends - Over 60% of consumers frequently purchase blind boxes and figurines, with motivations centered around collection and stress relief, indicating a strong emotional connection to specific IPs [30] - Social media platforms have become the primary source for consumers to obtain information about潮玩, with immersive unboxing videos being the most effective marketing format [33] Group 5: International Expansion and Digital潮玩 - The overseas market presents new growth opportunities for Chinese潮玩 brands, with varying challenges in regions like Europe, Japan, and Southeast Asia [36] - Digital潮玩, supported by blockchain technology and the rise of the metaverse, is gaining traction among younger generations, although it faces challenges such as regulatory uncertainties and market volatility [38]

Core Insights - The article emphasizes the growing significance of IP (Intellectual Property) in the潮玩 (trendy toys) market, highlighting its appeal to adults and the emotional and cultural value it brings to consumers [1][2]. Group 1: Definition and Development of IP潮玩 - IP潮玩 refers to trendy toys with high recognition and independent IP attributes, primarily targeting adults rather than children, focusing on artistic value and collectability [2]. - The潮玩 industry has evolved from its inception in the late 1990s to a mature phase, with significant growth driven by local designers and the rise of blind box formats [3]. Group 2: Industry Chain and Market Size - The IP潮玩 industry chain consists of upstream IP sources, midstream IP operation and production, and downstream sales channels, with some companies managing the entire chain [5]. - The Chinese IP潮玩 market is projected to reach approximately 678 billion yuan by 2024, with a CAGR of about 13.8% from 2020 to 2024, and is expected to exceed 1 trillion yuan by 2027 [6]. Group 3: Key Players and Business Models - 泡泡玛特 has transformed from a retail brand to a leader in IP commercialization, achieving significant growth through innovative product offerings and strategic adaptations to market challenges [9][11]. - 万代南梦宫 has shifted from a toy wholesaler to a global entertainment giant, implementing an "IP axis strategy" to maximize IP value across various media [14][16]. - 集卡社 has established itself as a leader in collectible card games by leveraging strong IP partnerships and a comprehensive cultural entertainment model [17][19]. Group 4: Consumer Behavior and Trends - The primary consumer segments for潮玩 are blind boxes and figurines, with over 60% of consumers frequently purchasing these products for display and collection [30]. - Social media platforms have become the main source of information for consumers, with immersive unboxing videos and brand collaborations driving purchase decisions [33]. Group 5: Global Expansion and Digital潮玩 - The overseas market presents new growth opportunities for Chinese潮玩 brands, with varying challenges in regions like North America, Japan, and Southeast Asia [36]. - Digital潮玩, supported by blockchain technology and the metaverse, is gaining traction among younger generations, although it faces challenges such as regulatory uncertainties and market volatility [38].

Core Insights - The Beijing International Jewelry Exhibition showcases gold as a medium for Eastern philosophy, reflecting a shift in the jewelry industry driven by rising gold prices [1] - The exhibition highlights the intricate craftsmanship that is reshaping the gold jewelry market, intertwining aesthetic trends, collectible value, and emotional significance [1] Group 1: Traditional Craftsmanship - The "Cai Bai Chuan Shi" series utilizes intangible cultural heritage techniques to reconstruct the aesthetic language of gold, featuring works like "Linglong Gold Flower Sedan" and "Ti Liang Pen Box" [2] - These pieces not only preserve traditional craftsmanship but also reinterpret the concept of "tools carrying the way" in a contemporary context [2] Group 2: Cultural Translation of National Trends - The exhibition features a series of collaborative IPs that integrate Beijing's cultural elements into fashion, such as the "Yisheng Yishi" series and "Chengqi Yuangji" earrings [3] - The designs reflect a blend of traditional aesthetics and modern innovation, with a focus on ecological protection and the revival of ancient imagery from texts like the "Book of Songs" [3] - The exhibition serves as a dialogue between traditional craftsmanship and contemporary design, emphasizing the continuity of civilization through innovation [3] Group 3: Event Details - The 2025 China International Jewelry Exhibition will take place at the China International Exhibition Center (Chaoyang Hall) from October 16 to October 20, 2025, from 9:00 AM to 5:00 PM [4]

Core Insights - The article emphasizes the growing significance of IP (Intellectual Property) in the潮玩 (trendy toys) market, highlighting its appeal to adults and the emotional and cultural value it brings to consumers [1][2]. Group 1: Definition and Development of IP潮玩 - IP潮玩 refers to trendy toys with high recognition and independent IP attributes, primarily targeting adults rather than children, focusing on artistic value and collectability [2]. - The潮玩 industry has evolved from its inception in the late 1990s to a mature phase, with significant growth driven by local designers and the rise of blind box formats [3]. Group 2: Industry Chain and Market Size - The IP潮玩 industry chain consists of three main segments: upstream IP sources, midstream IP operation and production, and downstream sales channels, with some companies integrating all aspects for better control [5]. - The Chinese IP潮玩 market is projected to reach approximately 67.8 billion yuan in 2024, with a CAGR of about 13.8% from 2020 to 2024, and is expected to exceed 100 billion yuan by 2027 [6]. Group 3: Key Players and Business Models - 泡泡玛特 has transformed from a retail brand to a leader in IP commercialization, achieving significant growth through innovative product offerings and strategic expansions [9][11]. - 万代南梦宫 has shifted from a toy wholesaler to a global entertainment giant, focusing on maximizing IP value through a multi-media development strategy [14][16]. Group 4: Consumer Behavior and Trends - Over 60% of consumers frequently purchase blind boxes and figurines, with motivations centered around collection and stress relief, indicating a strong emotional connection to specific IPs [30]. - Social media platforms have become the primary source for consumers to obtain information about潮玩, with immersive unboxing videos being the most effective marketing format [33]. Group 5: Global Expansion and Digital潮玩 - The overseas market presents new growth opportunities for Chinese潮玩 brands, with varying challenges in regions like Europe, Japan, and Southeast Asia [36]. - Digital潮玩, supported by blockchain technology and the rise of virtual identities, faces both opportunities and challenges, necessitating a balance between innovation and compliance [38].

Market Overview - The IP toy market in China is rapidly reshaping the consumer landscape, with a market size projected to reach 67.8 billion yuan in 2024 and expected to exceed 100 billion yuan by 2027, reaching nearly 130 billion yuan by 2029 [2] - IP toys are defined as trend toys with high recognition and independent intellectual property, primarily targeting adult consumers rather than children [2] - The industry has evolved through three key phases: the initial phase from the late 1990s to early 2000s, the exploration phase from 2010 to 2015, and the maturity phase from 2016 to the present [2] Industry Structure - The IP toy industry can be categorized into three main types and ten subcategories based on IP sources: original IP, licensed IP, and public symbol IP [8] - The industry chain consists of upstream IP sources, midstream IP operation and production, and downstream sales channels, with large enterprises often integrating the entire chain [8] Company Case Studies - Pop Mart, established in 2010, transitioned from trend retail to IP commercialization, launching the MOLLY blind box series in 2016, which spurred explosive growth [10] - LABUBU's success is attributed to its unique design inspired by Nordic mythology and effective marketing strategies, including collaborations with celebrities [14] - Bandai Namco's "IP Axis Strategy" focuses on maximizing IP value across various media, achieving significant sales growth through diversified business forms [17] Consumer Insights - The primary consumer demographic for IP toys is young adults aged 21-35, with a significant portion of consumers being middle-class individuals with monthly incomes between 6,000 and 10,000 yuan [26] - Over 60% of consumers frequently purchase blind boxes and figurines, with a strong inclination towards collection and display [26] - Social media platforms are the primary source of information for consumers, with immersive unboxing videos being the most effective marketing format [27] Social Media Trends - The social media presence of IP toys is expected to rise significantly by 2025, driven by key events and new product launches [22] - Different social media platforms have distinct focuses, with Xiaohongshu emphasizing refined sharing and Douyin focusing on entertainment-driven engagement [25] Future Opportunities - The future of the IP toy market is promising, with over 50% of consumers expecting to increase their spending on IP toys [28] - The overseas market presents new growth opportunities, particularly in Europe and the U.S., although challenges such as cultural adaptation and intellectual property protection remain [28] - Digital toys are emerging as a new frontier, leveraging blockchain technology and the metaverse for enhanced consumer engagement [29] Industry Challenges - The industry faces challenges including regulatory uncertainties, technological barriers, and issues related to product quality and homogenization [29] - Companies must balance innovation with compliance to foster long-term value in the digital toy sector [29] Diversification Strategies - Brands are increasingly diversifying their product offerings to break through growth ceilings, with examples including Pop Mart's entry into the luxury jewelry market and Disney's layered licensing ecosystem [30] - Challenges in diversification include brand dilution, supply chain adaptation, and consumer price sensitivity [30]