年 拼搭玩具行业词条报告 Copyright © 2025 头豹 拼搭玩具：创意启蒙与社交玩法共振，积木玩具进入高成长通道 头豹 词条报告系列 2025-06-27 未经平台授权，禁止转载 摘要 拼搭玩具是由多个小零件组成的创造性娱乐工具，要求玩家投入时间和精力进行组装，具有娱乐性并能促进多种能力的发展。行业特征包括IP融合与玩法创新、受众广泛及 国际龙头主导但本土品牌逐渐崛起。市场规模增长的原因包括市场基础良好、杂物零售业态爆发提高曝光率和可及性，以及供需两端共振。未来变化的原因主要是细分品类 崛起和本土品牌兴起，特别是角色类玩具引领增长，本土品牌凭借性价比和渠道覆盖等优势抢占国际品牌份额。 拼搭玩具是一种由多个小零件组成的创造性娱乐工具，这些零件通常具有不同的形状、大小和功能，旨在通过消费者的动手操作将其组合成 各种形态的成品。这种类型的玩具要求玩家投入一定的时间和精力去理解每个组件的功能，并根据说明书或个人创意进行组装。拼搭玩具不仅具 备娱乐性，还能促进动手能力、空间想象力、创造力、独立思考能力和耐心的发展，因此深受成年人和儿童欢迎。 拼搭玩具作为一种富有教育意义和娱乐性的玩具类型，根据其最终形态可以分 ...

Core Insights - The event "Su Super" held in Nanjing not only attracted over 60,000 fans but also generated significant economic activity, with over 1 million visitors and sales reaching 340 million yuan across the city [3][8][11] - The integration of sports, culture, and tourism has transformed the event's IP into a city-wide IP, enhancing urban vitality and consumer engagement [3][21] Group 1: Event Impact - The "Su Super" match set a record for viewership and engagement, with 66 secondary viewing locations across the city, leading to a multiplier effect on local businesses [3][8] - The Nanjing International Beer Festival, coinciding with the event, saw a 22.5% increase in visitor numbers, totaling 125,000 over three days [4] - Local businesses reported significant revenue increases, with some restaurants experiencing growth rates of up to 124.33% compared to the previous week [9][14] Group 2: Consumer Behavior - The event spurred a surge in dining and accommodation, with a 33.2% increase in revenue for nearby restaurants and hotels [14][17] - Data from Meituan indicated a 35.9% increase in dining transactions and a 51.2% rise in order volume during the event [14] - The use of event tickets as a "universal key" allowed fans to access various cultural and dining experiences, enhancing their overall visit to Nanjing [13][15] Group 3: Broader Economic Effects - The event's influence extended to various commercial districts, with sales growth of 21.2% in Yuantong, 19.4% in Jiangning, and 16.2% in Xinjiekou on the day of the match [11] - The hospitality sector benefited significantly, with a 35.06% increase in tourism consumption in Jianye District and a 27.85% rise in accommodation nights [17] - The event showcased Nanjing's cultural and economic vibrancy, attracting both local and international attention, and enhancing the city's image [19][23]

Core Viewpoint - MINISO SPACE, the first global store of MINISO, opened in Nanjing's Deji Plaza, marking a significant innovation in the intersection of high-end retail and trendy IPs [3][10]. Group 1: Store Opening and Consumer Response - The opening day saw long queues, with consumers starting to line up as early as 2 AM to purchase limited edition products [6]. - The exclusive WAKUKU products launched at the store quickly sold out, indicating strong demand among young consumers [6][17]. Group 2: Strategic Positioning and Market Impact - MINISO SPACE is positioned as an immersive IP-themed retail space, aiming to bridge high-end commercial environments with popular consumer trends [10][13]. - The store is located in Deji Plaza, known as the "global store king," with annual sales reaching 24.5 billion yuan, highlighting the strategic choice of location for MINISO [10]. Group 3: Design and Experience - The store features a narrative flow of "exhibition-experience-retail," designed by the team behind the popular "internet celebrity restroom" in Deji, integrating art installations and interactive experiences [14]. - Consumers can engage with multiple globally recognized IP themes, including Disney and Harry Potter, enhancing the shopping experience [16].