一家潮玩企业甚至将《本草纲目》与现代流行文化巧妙融合，把中药材变成了潮玩。 近年来，消费领域刮起一股"国潮风"：从时尚潮玩火爆全球，到传统服饰受到追捧，一个全新的消费赛 道正在悄然兴起。那么，当中国传统文化遇上时尚新潮流，究竟会碰撞出怎样的消费火花呢? 数据显示，截止到6月末，上半年潮玩相关企业注册量同比增长41.08%。在全国最大的潮玩生产基地广 东东莞，多家潮玩企业今年上半年纷纷"爆单"。 广东东莞一家玩具生产企业自主设计的一款包挂潮玩公仔，今年"六一"前上市，2万只小包挂在线上3天 就售罄了。 东莞能快速开出全世界最精密的模具，但在过去企业大多为外国品牌做代工，价值非常低，如今他们发 现，把先进工艺跟浩瀚的中国传统文化结合，用现代的流行设计语言打造属于自己的国潮IP，能带来更 大的价值。 广东东莞市潮玩协会副会长 刘学深：深挖出来能够创造更高的利润，能够做到超过30%甚至60%的利 润。 另一家企业则将金属材质与中国非遗文化相结合，开创出一条独具特色的3D金属拼图潮玩赛道。可玩 性强又富有文化内涵和艺术价值的产品，让潮玩成为"可触摸的东方文明"。 他们以宁波婚嫁习俗为灵感创作的"十里红妆"累计销量已突破 ...

Core Viewpoint - Pop Mart (09992) shares rose over 4%, reaching 273.8 HKD with a trading volume of 1.987 billion HKD, driven by strong consumer interest in new product launches and upcoming festive seasons [1] Group 1: Product Performance - On October 9, Pop Mart's new product series "WHY SO SERIOUS" and "MOKOKO" sold out immediately upon release [1] - The secondary market prices for the "WHY SO SERIOUS" hidden items reached 1999 HKD and 2099 HKD, significantly higher than the original price of 159 HKD [1] Group 2: Market Outlook - Morgan Stanley's recent report indicates that Pop Mart is expected to experience multiple consumer peaks in the coming months, including China's National Day and Western holidays such as Halloween, Thanksgiving, and Christmas [1] - The firm anticipates sustained sales momentum due to sufficient inventory of popular products, new launches, and store expansions [1]

Core Viewpoint - Pop Mart (09992) has seen a stock price increase of over 4%, currently trading at 273.8 HKD with a transaction volume of 1.987 billion HKD, driven by strong consumer interest and sales performance of new product launches [1] Group 1: Sales Performance - On October 9, Pop Mart's new product series, WHY SO SERIOUS, and MOKOKO sold out immediately upon release [1] - The secondary market prices for the WHY SO SERIOUS hidden items reached 1999 HKD and 2099 HKD, significantly higher than the original price of 159 HKD [1] Group 2: Market Outlook - Morgan Stanley's recent report indicates that Pop Mart is expected to experience multiple consumption peaks in the coming months, including China's National Day and Western holidays such as Halloween, Thanksgiving, and Christmas [1] - The firm anticipates sustained sales momentum due to sufficient inventory of popular products, new product launches, and store expansions [1]

值得关注的是，香港游客在消费群体中占比高达30%，充分彰显了其辐射粤港澳大湾区的跨区域影响力。空气湃凭借其独特的"综艺+运动"创新模式，成功 打造了强大的客流吸引力。场馆内汇集了众多独家项目，包括风靡全国的综艺同款《疯狂的麦咭》闯关密室、极具创新性的大型沉浸式舞台游戏以及炫酷卡 丁车等多元化体验区。 甘坑古镇：光影夜游引爆客流，传统文化与现代科技交融 作为深圳文旅的"顶流"项目，甘坑古镇在双节期间焕新升级，围绕2025华侨城旅游狂欢节主题，推出"甘坑花月夜2.0"夜游企划，以声、光、电为笔墨，将 古村田园打造成"无顶艺术馆"。全新升级的主题灯展新增梦幻蘑菇森林、沙漠之舟骆驼等灯组，光影交织成流动星河，随手可拍视觉大片。 农场水上舞台区域每日轮番上演十余场精彩演出——花船演艺水上霓裳翩跹、汉舞衣袂飘飘、非遗打铁花如星河倾泻，更有嫦娥奔月、飞天凤凰、仙女散花 等实景演绎，从震撼的、唯美的，到古朴的、动人的，为游客呈现了一场场视觉与文化交融的盛宴。 据相关数据统计，国庆中秋长假甘坑古镇客流量突破24万人次，假期前两天收入已超2024年国庆假期总和，前三天收入更突破2023年国庆假期总和，中秋节 当天客流及营收更是创 ...

Core Insights - AYOR TOYS, a new player in the trendy toy market, appointed Tian Xuning as its global ambassador, achieving over 400 million yuan in sales on the first day, with 10 million yuan in just 6 minutes and 20 million yuan in 30 minutes [1] - The brand topped the trendy toy categories on major platforms like Tmall, Douyin, and Xiaohongshu, surpassing competitors like Pop Mart and TNT in monthly GMV [2] - AYOR TOYS was founded in June 2025 and received a 15% investment from Alibaba's investment arm in September 2025 [2] Company Overview - AYOR TOYS is owned by Hangzhou Yangyang Deyi Cultural Creative Co., Ltd., which has a founding team experienced in consumer industries and a small team of around 20 people [2] - The company operates through self-owned channels and has established a presence on major online platforms, including Douyin, Tmall, Xiaohongshu, and JD [2] Product and Brand Strategy - The company has its own IPs, including "Rabbit ShyShy" and "Bad Kid Kippo," with the "Shining World Series" plush toys achieving top sales on Tmall in August 2025 [3] - AYOR TOYS is expanding its external brand collaborations, recently signing three new IPs from the dodosugar brand [3][4] Marketing and Sales Strategy - AYOR TOYS employs a strategy focused on "distribution" rather than "fan economy," leveraging celebrity endorsements to drive emotional engagement and consumer interest [6][7] - The brand's ambassador, Tian Xuning, has a significant social media following, which has proven effective in generating buzz and sales [7][9] - AYOR TOYS targets a broad consumer base rather than just core trendy toy enthusiasts, aiming for a monthly GMV exceeding 100 million yuan by the end of the year [9] Industry Trends - The trendy toy market is shifting from a supply-controlled model to one that emphasizes consumer accessibility and experience, as seen in the strategies of established brands like Pop Mart [11][13] - Many brands are increasingly adopting celebrity endorsement strategies to enhance visibility and market reach [14][15] - The market is witnessing a significant expansion in consumer demographics, with the potential consumer base growing from a few million to hundreds of millions [10]

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]

Core Viewpoint - The new consumption sector has emerged strongly in the market, driven by changing consumer preferences and the rise of younger generations as the main consumer force [1][8]. Group 1: Definition of New Consumption - New consumption is a relative concept that focuses on fulfilling people's spiritual needs, contrasting with traditional consumption that meets material needs [2][3]. - New consumption emphasizes personalization and experience, while traditional consumption prioritizes practicality and product quality [3]. Group 2: Segments of New Consumption - The "Guzi Economy," which includes merchandise derived from copyright works like comics and games, is projected to reach a market size of 168.9 billion yuan in 2024, with a year-on-year growth of 40.6% [5][6]. - The ready-to-drink tea market is expected to reach 312.7 billion yuan in 2024, growing by 20.97% compared to the previous year [7]. - The pet economy is projected to reach 300.2 billion yuan in 2024, with a compound annual growth rate of 9.9% from 2018 to 2024, and is expected to exceed 400 billion yuan by 2027 [7][8]. Group 3: Reasons for Popularity of New Consumption - The rise of the Z generation as the main consumer group, coupled with their optimistic outlook on consumption, has contributed to the popularity of new consumption [8]. - Changing consumer psychology emphasizes emotional value and personalization, leading to a preference for unique and resonant products [8]. Group 4: Performance of New Consumption Sector - Companies in the new consumption sector, such as certain brands in the Hong Kong market, have seen significant stock price increases, outperforming the Hang Seng Index [10]. - Investment institutions are increasingly conducting research on companies in the new consumption field, indicating growing interest [10]. Group 5: Future Investment Outlook - China's consumer market is vast, with a projected retail sales total of 48.8 trillion yuan in 2024, contributing 44.5% to economic growth [14]. - Recent policies aimed at fostering new consumption growth and enhancing service consumption quality are expected to support the sector's development [14][15]. - The export potential of new consumption sectors, such as the pet industry, is significant, with exports to the EU expected to reach 1.12 billion USD in 2024 [15].

Core Viewpoint - Pop Mart (09992) has seen a significant increase in stock price, rising over 4% during trading, attributed to the launch of new Halloween-themed products and strong consumer demand during recent holidays [1] Group 1: Product Launch and Sales Performance - On October 9, Pop Mart will launch the Halloween-themed WHYSOSERIOUS series online, featuring blind box plush keychains priced at 159 yuan and CRYBABY plush tags priced at 179 yuan [1] - The recent release of the "Starry Person Delicious Moments Series" blind box on September 29 sold out instantly on the official platform, indicating strong consumer interest and demand in the secondary market [1] Group 2: Market Trends and Future Outlook - Morgan Stanley's recent report highlights that Pop Mart is expected to benefit from multiple upcoming consumer peak seasons, including China's National Day and Western holidays such as Halloween, Thanksgiving, and Christmas [1] - The firm anticipates sustained sales momentum due to ample inventory of popular products, new product launches, and store expansions [1] - The IP product market is noted to be substantial and growing, with Pop Mart's differentiated business model and competitive advantages positioned to capture the increasing "kidult" consumer demand [1]

Core Viewpoint - Pop Mart (09992) has seen a stock price increase of over 4% during trading, currently up 3.53% at HKD 263.8, with a trading volume of HKD 3.176 billion [1] Group 1: Product Launch and Sales Performance - On October 9, Pop Mart will launch a Halloween-themed WHYSOSERIOUS series of new products online, including blind boxes and plush keychains priced at RMB 159 and RMB 179 respectively [1] - During the National Day holiday, Pop Mart's IP "Starry Person" showcased multiple pop-up stores and themed exhibitions in cities like Shanghai, Beijing, and Chengdu [1] - The new product "Starry Person Delicious Moments Series" blind box sold out instantly on the official platform on September 29, with a significant surge in demand in the secondary market [1] Group 2: Market Outlook and Consumer Trends - Morgan Stanley's recent report indicates that Pop Mart will experience several consumption peaks in the coming months, including China's National Day and Western holidays such as Halloween, Thanksgiving, and Christmas [1] - The firm expects sustained sales momentum due to sufficient inventory of popular products, new product launches, and store expansions [1] - Morgan Stanley believes that the market size for IP products is substantial and continues to grow, and Pop Mart's differentiated business model and competitive advantages position it well to capture the increasing "kidult" consumer demand [1]

Core Insights - The trend of attaching various charms and accessories to backpacks among young people reflects a strong demand for emotional consumption and community identity [2][4][5] - The emotional consumption industry has seen an average annual growth rate of 12% since 2013, with the market size in China expected to exceed 2 trillion yuan by 2025 [2] - The rise of customizable and creative bag charms is becoming a significant market opportunity, driven by the desire for personal expression and unique style among consumers [7][8] Emotional Consumption - The concept of "emotional consumption" is gaining traction, with young consumers increasingly seeking products that resonate with their personal experiences and identities [2][6] - The popularity of bag charms is indicative of a shift from high-priced collectibles to affordable, practical accessories that can be easily showcased [7][8] Market Trends - The bag charm market is experiencing rapid growth, with a 140% year-on-year increase in search volume and a 127% rise in order volume for "charms" on e-commerce platforms [6] - Many businesses are adapting to this trend by introducing original and creative bag charms, with prices typically around 20 yuan, making them accessible to young consumers [6][7] Cross-Industry Collaborations - Bag charms are becoming popular in cross-industry collaborations, with various brands, including tea and coffee companies, offering limited edition charms as promotional items [8][9] - Cultural institutions and publishers are also leveraging this trend by creating themed bag charms that resonate with local culture and literature, enhancing consumer engagement [8][9] Consumer Behavior - Young consumers are increasingly using bag charms to express their individuality and document their travels, indicating a shift in how personal accessories are perceived [4][5] - The appeal of bag charms often hinges on their visual attractiveness and the stories behind the associated intellectual properties, making them a significant part of contemporary consumer culture [9]