作者｜兰杰 编辑｜乔芊 又一个毛绒品牌正在崭露头角。 近期，《浪浪山的小妖怪》收割了无数打工人的心，同时也让一个水下的品牌浮出水面，它就是问童子。 发售后不过三天的时间，问童子和《浪浪山小妖怪》的联名周边就卖出去了超一万件，如今再采购的消费者，需要等到十月中下旬才能收到货，相关商品已 经累计售出了近十万件，且数量还在增加。"我们手上已经没有一件现货。"问童子创始人沈泽如此表示。 （问童子和《浪浪山的小妖怪》的联名产品） 品质与高价是贯穿这一品牌发展历程的讨论。 喜欢问童子的人称赞它的产品"不用挑脸，每个都长得和官网图一样"，不喜欢的人认为它打着国潮的名头"割韭菜"，售价过高。以此次联名的产品为例，售 价从165元到500元不等。品牌的淘官方旗舰店中，也不乏售价上千元的产品。 还有不少人将问童子与上一个引起抢购的毛绒品牌JellyCat作比，谈论他们设计、品质与定价的异同。 行内人仍记得JellyCat是如何带着它那不起眼的玩偶掀起了腥风血雨——淘宝平台上，999元的邦尼兔让超吸引了超两万人付款；上海静安的嘉里中心， JellyCat的主题咖啡馆让年轻人们甘愿排上一两个小时的队。 如今，问童子会是又一个情绪消费 ...

Core Viewpoint - The article discusses the rise of the plush brand "Wen Tongzi," which has gained significant attention through its collaboration with the popular series "The Little Monster of Langlang Mountain," selling nearly 100,000 items shortly after launch, indicating strong consumer demand and brand potential [4][5][18]. Group 1: Brand Development and Market Positioning - Wen Tongzi's products are priced between 165 yuan and 500 yuan, with some items exceeding 1,000 yuan, leading to mixed perceptions about its pricing strategy [7][18]. - The brand emphasizes high-quality plush products, drawing comparisons to JellyCat, another successful plush brand, while focusing on the expression of Chinese traditional culture [10][12]. - The target demographic for Wen Tongzi includes young consumers aged 18-35 who value self-expression and quality in their purchases [12][14]. Group 2: Product Quality and Production Process - Wen Tongzi maintains a centralized production process, controlling design, sampling, and production to minimize discrepancies between samples and final products [15][16]. - The brand's commitment to quality is evident in its willingness to delay product launches if standards are not met, reflecting a strong focus on customer satisfaction [16][18]. - High-end plush products can yield profit margins of 50% or more, compared to 10%-20% for standard plush items, highlighting the financial viability of the brand's strategy [18]. Group 3: Commercialization and Expansion Strategy - Wen Tongzi is transitioning from an online-focused sales model to include offline retail, recognizing the importance of physical interaction with products for consumer confidence [20][21]. - The brand plans to open exclusive stores in major urban centers, with a focus on experiential retail and product differentiation from online offerings [21][23]. - Collaborations with established toy retailers and the introduction of pop-up stores are part of Wen Tongzi's strategy to enhance brand visibility and consumer engagement [21][23].