潮流性消费商业特点是产品火爆与否很难预测，火爆持续的时 间又通常很短。这种性质的生意适合怎样的经营逻辑？有没有 办法提高爆款出现的概率？如何尽量延长一款IP的生命周期？ 作者： 王高 张锐 封图：东方IC 在2025年的消费图景中，潮流性消费格外引人注目：泡泡玛特（POP MART）旗下LABUBU潮 玩引发全球抢购狂潮，线上店全线产品补货秒空，99元的盲盒在二手市场的溢价可以达10倍以 上。一款高131cm的薄荷色初代LABUBU潮玩，在拍卖会上卖出108万元的高价。 潮流性消费商业特点是产品火爆与否很难预测，火爆持续的时间又通常很短。这种性质的生意适合 怎样的经营逻辑？有没有办法提高爆款出现的概率？如何尽量延长一款IP的生命周期？ 值得注意的是，潮流性生意的核心特性和痛点是需求的不确定性和不可持续性，这都决定了这种生 意的关键运营逻辑：在产品走红后，最大化"榨取"流行价值。这与经典品牌营销范式中"保护品 牌，避免过度开发"的思路截然不同。潮流性品牌的经营逻辑未必适用于传统品牌的经营。 泡泡玛特的潮流生意 潮流玩具简称潮玩，又称艺术玩具（Art Toy）或设计师玩具（Designer Toy），是一种基于特 ...

Core Insights - The article highlights the booming trend of trendy consumption, particularly focusing on the success of Pop Mart's LABUBU toys, which have seen global demand and significant price appreciation in the secondary market [2][3][4] - The nature of trendy consumption is characterized by unpredictable demand and short-lived popularity, necessitating a different operational logic compared to traditional brand marketing [2][11][23] Group 1: Trendy Consumption Characteristics - Trendy toys, or "Art Toys," originated in the late 1990s and are designed for adult collectors, distinguishing them from traditional children's toys [3][4] - Pop Mart transitioned from a general trendy goods retailer to a focused trendy toy company, leveraging industrialization to scale production and reach millions in sales [4][5] - The company has developed a closed-loop business model encompassing IP incubation, design, production, and sales, while continuously attracting influential artists [5][12] Group 2: Operational Strategies - Pop Mart's success is attributed to its ability to convert artistic creativity into marketable products, while also adhering to the operational logic of trendy brands to manage demand uncertainty [12][16] - The company employs a flexible, responsive business model that allows for rapid adjustments based on market feedback and consumer preferences [16][17] - Pop Mart has established a comprehensive sales system, including physical stores, online platforms, and social media engagement, to maximize product visibility and consumer interaction [18] Group 3: Market Dynamics - The demand for trendy products is highly unpredictable, often influenced by social trends and peer behavior, leading to a "winner-takes-all" market dynamic [8][23] - The company has successfully capitalized on the viral nature of trendy products, with significant sales spikes driven by social media exposure and celebrity endorsements [19][20] - Despite the potential for high sales, the transient nature of consumer interest necessitates continuous product innovation and brand refreshment to maintain relevance [22][24]