Workflow
联名IP
icon
Search documents
健康颜值情怀齐上线!今秋长沙月饼市场“花样十足”
Chang Sha Wan Bao· 2025-09-29 15:21
长沙晚报全媒体记者 贾凯清 天上月圆,人间团圆。中秋将近,长沙已悄然被浓浓的节日氛围包裹。街头巷尾的货架上,各式月饼礼盒早已整 齐陈列,吸引着过往市民挑选。 与往年相比,今年的月饼市场格外热闹。不仅传统口味持续受欢迎,更有一大批与大热IP联名、紧跟健康潮流、 玩转创意造型的月饼新品集中亮相,为消费者带来了耳目一新的选择,也让这个中秋的"舌尖期待"变得更加丰富 多元。 在当下餐饮行业竞争日益激烈的背景下,月饼早已不局限于"节日糕点"的单一属性,而是在"好吃"的基础上,进 一步满足消费者的"情绪价值"。记者走访发现,除好利来外,多个品牌都在月饼"颜值"上巧下功夫。 泡泡玛特依托自身热门IP"星星人",推出了"星夜奇境"月饼礼盒。这款月饼礼盒以身着可爱睡衣的星星人为造 型,售价188元,包含生巧流心、朗姆坚果、荔枝玫瑰、黑糖藜麦、奶黄芝士五种口味。目前,该月饼仅在北京、 上海、成都限量发售,暂未在长沙上线。 "期待了好几天,终于能来店里把这盒月饼带走了!"在位于长沙悦方ID Mall的好利来店内,高中生嘉嘉抱着一盒 好利来与动漫Chiikawa联名的月饼礼盒爱不释手。 这款月饼造型上使用了动漫中吉伊、乌萨奇、小八等 ...
市场洞察:IP潮玩市场分化加剧,泡泡玛特构建全链路竞争壁垒
Tou Bao Yan Jiu Yuan· 2025-07-01 12:27
Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The IP toy industry in China is experiencing significant growth, with a market size projected to exceed 11 billion yuan by 2026, driven by evolving consumer preferences and innovative product offerings [21][22] - Bubble Mart has established a dual-driven structure with both licensed IP products and proprietary IP products, enhancing brand value and market penetration [2][29] - The success of blind boxes is attributed to their unique appeal, fostering a sense of mystery and social interaction among consumers [21][22] Summary by Sections Industry Overview - The Chinese IP toy market has grown from 3.5 billion yuan in 2021 to an estimated 7.6 billion yuan in 2024, with a compound annual growth rate (CAGR) exceeding 30% [21] - The market is expected to continue expanding, with blind boxes leading in market share, projected to increase from 28.1% in 2021 to 38.5% by 2026 [21] Company Performance - Bubble Mart reported a revenue growth of 165%-170% in Q1 2025, with domestic revenue increasing by 95%-100% and overseas revenue soaring by 475%-480% [2] - The LABUBU series and the Nezha blind box series have become significant contributors to sales, showcasing the effectiveness of leveraging cultural elements in product design [2][3] Product Strategy - Bubble Mart's product matrix includes both licensed IP collaborations and self-created IP, allowing for a diversified portfolio that enhances profitability and brand loyalty [2][6] - The report highlights the importance of proprietary IP in maintaining higher profit margins and creating a sustainable competitive advantage [6][7] Market Dynamics - Over 60% of surveyed consumers indicated an increased budget for IP licensed products in 2025, signaling a shift from interest-based to habitual consumption [10] - The report notes that more than 90% of toy manufacturers believe that IP licensing significantly boosts product sales, with 22.7% of companies reporting sales growth of over 100% due to IP licensing [10] Competitive Landscape - Bubble Mart leads the market with a strong presence in terms of popular IPs and sales volume, significantly outpacing competitors like TNT SPACE and 52TOYS [28][29] - The company has developed a robust retail network, with over 1,000 stores and a membership base that has grown from 300,000 in 2017 to over 46 million in 2024, contributing to 92.7% of total sales [29]