Core Insights - The recent launch of the "Vacation Mode" blind box series by Pop Mart's popular IP Crybaby sold out quickly, with hidden variants reaching secondary market prices of up to 999 yuan, representing a premium of over six times the original price [1][3] - The rapid growth of the trendy toy market has led to an influx of counterfeit products marketed as "affordable alternatives" or "high-quality replicas," with some online stores reporting sales exceeding 100,000 units [1][3] Group 1: Market Dynamics - The trendy toy market is experiencing significant demand, with Pop Mart's Crybaby series being particularly popular, leading to shortages in physical stores [3] - Counterfeit products are widely available online, with prices ranging from 12 yuan to over 40 yuan, and some sellers reporting sales of up to 29,000 units for these replicas [3] Group 2: Regulatory Environment - E-commerce platforms claim to prohibit the sale of counterfeit products and conduct regular checks based on product names and keywords, allowing consumers to report violations [4] - Regulatory authorities in cities like Shenzhen, Shanghai, and Guangzhou have initiated special actions against the production and sale of counterfeit goods, with Shanghai Customs seizing over 63,000 infringing items in the first half of the year [4] Group 3: Industry Projections - According to a report by iResearch, the Chinese IP trendy toy market is projected to reach approximately 67.8 billion yuan in 2024, with expectations to exceed 100 billion yuan by 2027 and approach 130 billion yuan by 2029 [5] - Experts emphasize the need for stronger regulations to protect consumer rights and intellectual property, suggesting that brands collaborate with partners to create comprehensive IP protection systems [5]

IP潮玩经济 丨研究报告 前言： 玩具，不只是孩子的专属。如今，成年人也热衷于在玩具中寻找情感寄托，重温童年的快乐。随着消费能力提升、 Z世代崛起和文化消费升级，有文化内涵、情感价值、 和收藏属性的"潮玩"在玩具市场应运而生。随着潮玩行业从萌芽走向成熟，市场规模不断扩大，IP潮玩也逐渐成为市场 焦点。 IP赋予玩具更多魅力和价值，成为独特的文 化符号。除了原创IP，IP也通过授权、改编等方式赋能潮玩行业，实现商业价值多元化延伸。这一热门风向促使我们将目光聚焦于IP潮玩行业，洞察IP经济获取成年人心智 的商业密码。 本报告旨在全面剖析 IP潮玩的经济价值与发展潜力，通过梳理IP潮玩的发展脉络、产业链图谱及消费者偏好，深入分析行业头部品牌的商业模式与价值创造路径，以及从 消费者端了解心理需求和付费动机，从而揭示IP在潮玩授权、创新玩法中的关键作用，为行业从业者、投资者及相关研究者提供前瞻性的行业洞察和策略建议，助力IP潮玩 经济的持续发展与创新。 I P潮玩定义 具有高辨识度的独立知识产权（ IP）属性的潮流玩具 " IP潮玩" 是指具有高辨识度的独立知识产权（IP）属性的潮流玩具。区别于其他玩具，潮玩的目标受众 ...

Core Insights - The article emphasizes the growing significance of IP (Intellectual Property) in the潮玩 (trendy toys) market, highlighting its appeal to adults and the emotional and cultural value it brings to consumers [1][2]. Group 1: Definition and Development of IP潮玩 - IP潮玩 refers to trendy toys with high recognition and independent IP attributes, primarily targeting adults rather than children, focusing on artistic value and collectability [2]. - The潮玩 industry has evolved from its inception in the late 1990s to a mature phase, with significant growth driven by local designers and the rise of blind box formats [3]. Group 2: Industry Chain and Market Size - The IP潮玩 industry chain consists of three main segments: upstream IP sources, midstream IP operation and production, and downstream sales channels, with some companies integrating all aspects for better control [5]. - The Chinese IP潮玩 market is projected to reach approximately 67.8 billion yuan in 2024, with a CAGR of about 13.8% from 2020 to 2024, and is expected to exceed 100 billion yuan by 2027 [6]. Group 3: Key Players and Business Models - 泡泡玛特 has transformed from a retail brand to a leader in IP commercialization, achieving significant growth through innovative product offerings and strategic expansions [9][11]. - 万代南梦宫 has shifted from a toy wholesaler to a global entertainment giant, focusing on maximizing IP value through a multi-media development strategy [14][16]. Group 4: Consumer Behavior and Trends - Over 60% of consumers frequently purchase blind boxes and figurines, with motivations centered around collection and stress relief, indicating a strong emotional connection to specific IPs [30]. - Social media platforms have become the primary source for consumers to obtain information about潮玩, with immersive unboxing videos being the most effective marketing format [33]. Group 5: Global Expansion and Digital潮玩 - The overseas market presents new growth opportunities for Chinese潮玩 brands, with varying challenges in regions like Europe, Japan, and Southeast Asia [36]. - Digital潮玩, supported by blockchain technology and the rise of virtual identities, faces both opportunities and challenges, necessitating a balance between innovation and compliance [38].

Market Overview - The IP toy market in China is rapidly reshaping the consumer landscape, with a market size projected to reach 67.8 billion yuan in 2024 and expected to exceed 100 billion yuan by 2027, reaching nearly 130 billion yuan by 2029 [2] - IP toys are defined as trend toys with high recognition and independent intellectual property, primarily targeting adult consumers rather than children [2] - The industry has evolved through three key phases: the initial phase from the late 1990s to early 2000s, the exploration phase from 2010 to 2015, and the maturity phase from 2016 to the present [2] Industry Structure - The IP toy industry can be categorized into three main types and ten subcategories based on IP sources: original IP, licensed IP, and public symbol IP [8] - The industry chain consists of upstream IP sources, midstream IP operation and production, and downstream sales channels, with large enterprises often integrating the entire chain [8] Company Case Studies - Pop Mart, established in 2010, transitioned from trend retail to IP commercialization, launching the MOLLY blind box series in 2016, which spurred explosive growth [10] - LABUBU's success is attributed to its unique design inspired by Nordic mythology and effective marketing strategies, including collaborations with celebrities [14] - Bandai Namco's "IP Axis Strategy" focuses on maximizing IP value across various media, achieving significant sales growth through diversified business forms [17] Consumer Insights - The primary consumer demographic for IP toys is young adults aged 21-35, with a significant portion of consumers being middle-class individuals with monthly incomes between 6,000 and 10,000 yuan [26] - Over 60% of consumers frequently purchase blind boxes and figurines, with a strong inclination towards collection and display [26] - Social media platforms are the primary source of information for consumers, with immersive unboxing videos being the most effective marketing format [27] Social Media Trends - The social media presence of IP toys is expected to rise significantly by 2025, driven by key events and new product launches [22] - Different social media platforms have distinct focuses, with Xiaohongshu emphasizing refined sharing and Douyin focusing on entertainment-driven engagement [25] Future Opportunities - The future of the IP toy market is promising, with over 50% of consumers expecting to increase their spending on IP toys [28] - The overseas market presents new growth opportunities, particularly in Europe and the U.S., although challenges such as cultural adaptation and intellectual property protection remain [28] - Digital toys are emerging as a new frontier, leveraging blockchain technology and the metaverse for enhanced consumer engagement [29] Industry Challenges - The industry faces challenges including regulatory uncertainties, technological barriers, and issues related to product quality and homogenization [29] - Companies must balance innovation with compliance to foster long-term value in the digital toy sector [29] Diversification Strategies - Brands are increasingly diversifying their product offerings to break through growth ceilings, with examples including Pop Mart's entry into the luxury jewelry market and Disney's layered licensing ecosystem [30] - Challenges in diversification include brand dilution, supply chain adaptation, and consumer price sensitivity [30]

今天分享的是：艾瑞咨询：2025年IP潮玩经济研究报告 报告共计：40页 《2025年IP潮玩经济研究报告》核心内容总结 《2025年IP潮玩经济研究报告》由艾瑞咨询发布，系统剖析中国IP潮玩市场的发展现状、消费者特征、典型案例及未来趋势，为行业发展提供参考。 IP潮玩市场概览方面，其定义为具有高辨识度独立IP属性的潮流玩具，区别于传统玩具，以艺术性、收藏性为核心，主要面向15-40岁消费者，价格偏高， 部分可二次交易。发展历程历经起步期（20世纪末-21世纪初）、探索期（2010-2015年）、成熟期（2016年至今），2016年泡泡玛特推出盲盒后行业爆发。 IP来源分原创、授权、公共符号三类，产业链涵盖IP设计、运营生产、销售及展会环节。市场规模增长稳健，2024年达678亿元，2020-2024年CAGR 13.8%，预计2027年超千亿，2029年近1300亿元。 热门案例分析中，泡泡玛特从潮流零售转型IP商业化，2020年上市，通过全产业链布局、多IP矩阵及全球化策略发展，LABUBU借反主流设计、明星效应等 爆火。万代南梦宫以"IP轴战略"构建全产业链生态，《高达》系列凭内容 - 商品 - 体验闭 ...

Core Insights - The article emphasizes the growing significance of IP (Intellectual Property) in the潮玩 (trendy toys) market, highlighting its appeal to adults and the emotional connection it fosters, alongside the rise of the Z generation and cultural consumption upgrades [1][3] - The report aims to analyze the economic value and development potential of the IP潮玩 industry, focusing on its evolution, consumer preferences, and the business models of leading brands [1][3] Group 1: Definition and Development - IP潮玩 refers to trendy toys with high recognition and independent IP attributes, primarily targeting adults rather than children, characterized by artistic value and collectibility [1] - The潮玩 industry began in the late 1990s, evolving from a niche market linked to street culture to a mature sector, with significant growth driven by local designers and the introduction of blind box formats [2] Group 2: Market Size and Growth - The Chinese IP潮玩 market is projected to reach approximately 67.8 billion yuan in 2024, with a CAGR of about 13.8% from 2020 to 2024, and is expected to exceed 100 billion yuan by 2027 [6] Group 3: Industry Chain - The IP潮玩 industry chain consists of three main segments: upstream IP sources, midstream IP operation and production, and downstream sales channels, with some companies managing the entire chain for better control [5] Group 4: Key Players - 泡泡玛特 has transformed from a retail brand to a leader in IP commercialization, achieving significant growth through innovative product offerings and strategic expansions despite regulatory challenges [9][11] - 万代南梦宫 has evolved from a toy wholesaler to a global entertainment giant, implementing an "IP axis strategy" to maximize IP value across various media [14][16] - 集卡社 has established itself as a leader in collectible card products, leveraging strong IP partnerships and a comprehensive business model to drive growth [17][19] Group 5: Consumer Behavior - Over 60% of consumers frequently purchase blind boxes and figurines, with motivations centered around collection and stress relief, indicating a strong emotional connection to specific IPs [30] - Social media platforms have become the primary source for consumers to obtain information about IP潮玩, with immersive unboxing videos being the most effective marketing tool [33] Group 6: Trends and Innovations - The潮玩 market is witnessing a diversification of product categories, with blind boxes maintaining steady growth while figurines are leading in terms of growth rate [25] - New gameplay trends are emerging, with innovative concepts like "swap dolls" and "draw cards" gaining traction, indicating a shift towards more interactive consumer experiences [27] Group 7: Global Expansion - The overseas market presents new growth opportunities for Chinese潮玩 brands, with varying challenges across regions such as North America, Japan, and Southeast Asia [36] Group 8: Digital Trends - Digital潮玩, supported by blockchain technology and the metaverse, is gaining traction among younger generations, although it faces challenges such as regulatory uncertainties and market volatility [38]