Core Viewpoint - The recent live streaming incident involving Pop Mart has sparked a trust crisis, highlighting potential issues with pricing and consumer perception of the brand [1][3]. Group 1: Incident Details - On November 6, during a live stream, Pop Mart staff made comments suggesting that the price of a DIMOO blind box at 79 yuan was too high, leading to public outrage [1][2]. - Following the incident, there were rumors that the involved employees were fired, but Pop Mart clarified that no employees would be dismissed as a result of the incident [2]. Group 2: Consumer Reaction - Consumers felt offended by the dismissive comments made by the staff, interpreting them as a sign that the brand views its loyal customers as easy targets for high pricing [3]. - The incident has damaged the emotional connection consumers have with the brand, transforming perceived emotional value into a sense of exploitation [3]. Group 3: Broader Implications - The live streaming incident coincided with other recent issues, such as a logo error on a new product, which has contributed to a wave of negative sentiment towards Pop Mart [4]. - Following these incidents, Pop Mart's stock price fell over 4% on November 7, reaching a six-month low, indicating a potential shift in market confidence [4]. - The situation serves as a warning to the toy industry that relying solely on IP popularity without addressing product quality and consumer respect may lead to market rejection [5].

"这东西卖79元确实有点过分了。"未静音的无线麦克风，将两名员工的私下对话同步到泡泡玛特新品日 直播间，也瞬间点燃舆论。 此次员工直白道出"会有人买单"，仿佛点破了"粉丝愿意为IP买单就无需在意性价比"的隐性逻辑，瞬间 点燃消费者积怨，让原本零散的不满汇聚成集中的舆论声讨，将"割韭菜"的质疑推向顶峰。 再看市场层面，当日的直播场景本就处于高流量、高关注度的敏感节点。恰逢DIMOO"新生日记"新品 首发，这款IP拥有庞大的粉丝基数，不少消费者早已蹲守直播间等待抢购；同时上线的mini-LABUBU 作为热门爆款，此前每次发售都能引发抢购热潮，进一步为直播间引流。 双重热门IP加持下，直播间峰值观众量飙升至120万，其中既有核心粉丝，也有大量好奇围观的潜在消 费者。 也让锌合金与ABS材质的挂链彻底"现形"：泡泡玛特长期依赖的"IP溢价"，一夜之间成了"割韭菜"的实 锤。 01) 不慌财说 微小失误被放大 从事故诱因看，技术上是"一拖二无线麦克风"未做静音分区，直播流程SOP(标准作业程序)的缺位让私 人对话外泄。 从心理层面看，员工一句"会有人买单"，看似随意的接话，却精准击穿了消费者对盲盒行业长期积压的 不满 ...