Core Viewpoint - The article discusses how Pop Mart is evolving from a blind box retailer into a potential luxury brand, leveraging its IP LABUBU to create a new market segment that combines elements of scarcity and desirability similar to luxury goods [3][54]. Group 1: Company Growth and Revenue - Pop Mart's stock price has surged approximately 9 times from early 2024, and nearly 20 times since its lowest point in October 2022 [7]. - LABUBU, a key IP for Pop Mart, generated 3.04 billion yuan in revenue, marking a year-on-year increase of over 700%, surpassing the company's original flagship IP, Molly [12]. - The company has established a flexible supply chain model, reducing inventory turnover days from 159 to 100 days [15]. Group 2: Marketing and Sales Strategy - Pop Mart has expanded its physical presence, doubling its store count in three years, and introduced automated vending machines to enhance accessibility [18]. - The online platform "Paqi" and other digital initiatives have led to a 50% repurchase rate among users [19]. - The membership system has attracted over 40 million members, fostering a community around the brand [19]. Group 3: IP Development and Collaboration - Pop Mart has built a comprehensive IP team to collaborate with both domestic and international artists, aiming to commercialize underrepresented talents [36]. - The design of LABUBU underwent significant iterations based on consumer feedback, leading to a successful launch after adjustments to meet market preferences [41][46]. - Collaborations with fashion designers and participation in events like Milan Fashion Week have elevated LABUBU's profile, resulting in significant sales spikes [46][50]. Group 4: Luxury Brand Comparison - The article draws parallels between Pop Mart's strategies and those of luxury brands, emphasizing the importance of creating desire and exclusivity [69]. - Pop Mart's approach to scarcity through limited editions and high-profile collaborations mirrors the luxury market's tactics [72]. - The potential for Pop Mart to transition into a luxury brand is discussed, suggesting that the brand could leverage its existing popularity and market strategies to redefine its identity [74].

以下文章来源于杨泽l社交式增长 ，作者杨泽做增长 杨泽l社交式增长 . 杨泽，畅销书《潮流：品牌引爆、出圈背后的秘密》、《产品冷启动》作者。就职过互联网大厂，曾负责多个细分市场产品从0到1增长工作。对外经贸大学、阿里巴巴UMIC课堂、36氪 Eclub特邀讲师、工商银行内训讲师。多家媒体专栏作者。 6月8日上午，根据福布斯实时富豪榜，泡泡玛特创始人王宁成为河南新首富。 文 ｜ 杨泽做增长 来源｜ 杨泽I社交式增长（ID：social-growth） 封面来源 ｜ 泡泡玛特官网 全套LABUBU换光刻机！ LABUBU周边服装师月入十几万！ 一线城市北上广深不屯LV、爱马仕，改屯LABUBU了。 这只长着獠牙和超长耳朵、一脸坏笑的森林小精灵风靡全球，成了国际明星Lisa、蕾哈娜的街拍搭子，短短一年时间，LABUBU带领THE MONSTERS，为泡泡玛特贡献了30.4亿元营 收，同比增长7倍多。 连带着泡泡玛特股价，从2024年初至今，短短一年多的时间，估计就上涨了9倍，从2022年10月底的最底部至今已经上涨了近20倍。 "一个卖盲盒的凭什么值这么多钱？" 我不是很早就关注泡泡玛特，还深入分析过泡泡玛特的前世 ...