以下文章来源于20社 ，作者罗立璇 贾阳 20社 . 关注年轻人的钱包、工作和生活。 来源丨20社（ID： quancaijing_20she ） 作者丨 罗立璇 贾阳 图源丨泡泡玛特官方微博 泡泡玛特正在向潮玩以外的多个行业伸出触角。除了已经在上海恒隆、北京国贸开设门店的独立珠宝 品牌POPOP以外，近日，泡泡玛特还被发现正在招聘和家电相关的行业专家。 此外，泡泡玛特也成立了电影工作室，注册了剧集版权，要开发自己的剧集和大电影。按照以往IP的 发展节奏，一般都是自己主控主业，产品则进行授权或者联名合作处理，为什么泡泡玛特都要自己做 呢？ 首饰其实是一个聪明的选择 首先，必须要说的是，我们认为选择珠宝首饰进行新的IP扩维尝试，是一个聪明的选择。 Labubu虽然很红，但真正让她破圈爆红的产品系列，其实是毛绒挂件。当各路明星把玩偶挂在身 上、尤其是奢侈品包袋上带出去"炫耀"时，风潮才有形成的可能。而首饰作为随身携带的穿搭亮点， 也是同理。 当然，具体产品应该怎么设计，从目前的呈现来看，大家的意见并不统一。 POPOP目前走的是时尚轻奢首饰风格，以S925银、贝珠、锆石等便宜的基础材料为主，定位于轻奢 品牌，价格 ...

Core Viewpoint - Pop Mart is expanding its reach beyond trendy toys into various industries, including jewelry and potentially home appliances, indicating a strategic diversification of its business model [1][20]. Group 1: Jewelry Expansion - Pop Mart has launched an independent jewelry brand, POPOP, focusing on fashion jewelry with a price range from 319 yuan to 26,990 yuan, with the most expensive item being an 18k gold necklace weighing 8.65g [1][16]. - The jewelry line aims to leverage existing IPs like Labubu and Molly, but faces challenges in design and material quality, with mixed consumer feedback regarding pricing and aesthetics [3][11]. - The company is exploring the integration of its IPs into jewelry, but the execution has been criticized for lacking originality and clarity in design, which is crucial for success in the fashion jewelry market [14][19]. Group 2: Market Reception and Challenges - Initial market reception for POPOP has been lukewarm, with reports of low foot traffic and consumer interest compared to the more popular toy lines [10][27]. - Consumers have expressed concerns about the pricing of jewelry, with some feeling it is too high, while others who are fans of Pop Mart's products find it acceptable if the quality is sufficient [3][10]. - The design complexity of jewelry items has led to some products being oversized or lacking detail, which detracts from their appeal [5][7]. Group 3: Future Directions and Industry Context - Pop Mart is also venturing into the home appliance sector, hiring experts in the field, which reflects a broader strategy to diversify its product offerings and tap into established manufacturing capabilities in China [20][24]. - The company aims to create a lifestyle brand similar to luxury brands that have successfully expanded into various product categories, leveraging its existing IPs to enhance consumer engagement [18][27]. - The potential for Pop Mart to become a significant player in the jewelry and home appliance markets is supported by the growing consumer interest in unique, story-driven products, which aligns with the company's brand identity [8][28].

文 | 新浪科技 张奥 上个周末，泡泡玛特珠宝品牌popop的全球第二家门店落地北京国贸。新浪科技实地探访发现： 第二，该品牌产品售价多位于319-2699元区间，但有两款上万元，最贵项链采用纯金和天然珍珠打造， 售价高达1.98万元，泡泡玛特用popop为该系列命名。 第三，对比同材质产品，popop饰品溢价明显，但消费者接受度较高，女性用户超80%。在店探访期间 成交十余单，单价普遍超400元，包装盒一度紧张到补货。 "库存快消耗完了" 第一，目前门店货量充足，但包括LABUBU、Hirono、MOLLY在内的三个爆款系列已经出现断货情 况，尤其是LABUBU手链即将售罄。 公开信息显示，popop是泡泡玛特旗下的独立珠宝品牌。该店作为popop北京首家正式门店也带来了差异 化产品，比如DIMOO云之声系列就仅限专供北京地区，且没有开通线上购买渠道，只能来店铺购买。 根据介绍，DIMOO云之声系列旨在打造云宝宝超级情绪符号，表达人生心境的深透领悟，现场有不少 消费者驻足观看。 新浪科技走进门店时，正值开业第三天下午，不大的空间内陈列着Hirono、MOLLY、SKULL PANDA、Crybaby、LAB ...