▶ 名创优品拆分出的TOP TOY已递交港股上市申请，借母企遍及全球的7,000余家门店网络，复制泡泡 玛特的成功路径 ▶ 13亿美元估值及日益壮大的自有知识产权矩阵，或将提升这家潮玩企业在日趋饱和市场中的胜算 2013年，企业家叶国富创立 名创优品 （9896.HK, MNSO.US）连锁专卖店时，从日本折扣连锁店大创 （Daiso）及快时尚零售商优衣库（Uniqlo）汲取灵感。通过融合平价策略、海量品类与日式"卡哇 伊"（kawaii）美学，名创优品发展为全球零售巨头。截至今年6月末，其运用该模式构建的门店网络，国内 及海外店分别达4,305家与3,307家，规模早已超越优衣库约2,500家门店。 如今，名创优品正远离聚光灯，为其新生子品牌 Top Toy International Group Ltd. 让路。后者于上月末提 交港股上市申请，旨在押注全球藏玩手办热潮的持续升温。 TOP TOY的上市计划早有伏笔，叶国福在2022年就讨论过将其分拆独立上市。但在 泡泡玛特 （9992.HK） 旗下LABUBU系列大获成功引爆潮玩收藏热潮之际，其上市时机堪称精准。此次上市距该公司7月完成的 5,940万美元 ...

Group 1 - The company Miniso (09896) plans to spin off its subsidiary TOP TOY through an independent listing on the Hong Kong Stock Exchange [1] - The company has submitted a spin-off proposal to the Hong Kong Stock Exchange, which has confirmed that the proposed spin-off can proceed [1] - TOP TOY submitted its listing application form (A1 form) to the Hong Kong Stock Exchange on September 26, 2025, through its joint sponsors [1] Group 2 - The proposed spin-off will be conducted through a global offering and distribution, and TOP TOY will remain a subsidiary of the company after the spin-off is completed [1] - TOP TOY was registered in the Cayman Islands on April 24, 2025, and is a trendy toy collection company primarily engaged in the design, development, procurement, and sales of trendy toys [1]

Group 1 - The company Miniso (09896) plans to spin off its subsidiary TOP TOY through an independent listing on the Hong Kong Stock Exchange [1] - The company has submitted a spin-off proposal to the Hong Kong Stock Exchange, which has confirmed that the proposed spin-off can proceed [1] - TOP TOY submitted its listing application form (A1 form) to the Hong Kong Stock Exchange on September 26, 2025, seeking approval for its shares to be listed and traded on the main board [1] Group 2 - The proposed spin-off will be conducted through a global offering and distribution, and TOP TOY will remain a subsidiary of the company after the spin-off is completed [1] - TOP TOY was registered in the Cayman Islands on April 24, 2025, and is a company focused on the design, development, procurement, and sales of trendy toys [1]

Core Insights - The core focus of the articles is on Pop Mart's strategy for globalizing its IP operations and enhancing cultural integration through diverse product offerings and experiences [1][2][4]. Group 1: IP Operations and Global Strategy - Pop Mart emphasizes that IP is the core driving force behind its operations, serving as an emotional connection with global consumers [1]. - The company has expanded its product categories from collectible toys to include building blocks, jewelry, desserts, and theme parks, showcasing a multidimensional approach to IP [1]. - As of June 2025, Pop Mart plans to have over 550 direct stores and 2,500 robot stores globally, with e-commerce networks covering over 30 countries, achieving over 100% growth in regions like the Americas, Asia-Pacific, Europe, and Greater China [2]. Group 2: Cultural Integration and Localized Marketing - Pop Mart actively integrates cultural elements into its products, launching region-specific items such as the UK punk-style SKULLPANDA and the Thai-dressed LABUBU, which reflect local cultural expressions [2]. - The company employs a "cultural adaptation + scene co-creation" strategy to penetrate different markets, participating in events like the 50th anniversary of China-Thailand diplomatic relations [3]. - Pop Mart's online and offline channels are continuously being enhanced to provide diverse consumer experiences, with its official online channels covering 37 countries and supporting multiple languages and currencies [3]. Group 3: Future Aspirations - The company aims to leverage IP as a core element to bring joy to global consumers through trendy toys and engaging experiences, with a vision to become a leading global cultural entertainment company [4].

Core Viewpoint - The article discusses the financial success and lifestyle changes of designers Long Jiasheng and Wang Xinming, who created popular toy IPs Labubu and Molly under Pop Mart, highlighting their wealth accumulation and the impact of their designs on the market [3][4][5]. Group 1: Financial Success - Long Jiasheng and Wang Xinming purchased properties in Hong Kong for their studios, with prices of 18.52 million HKD and 36.65 million HKD respectively [4]. - Labubu's revenue from the THE MONSTERS series exceeded 3 billion CNY in 2024, with 4.81 billion CNY in the first half of 2025, indicating significant growth [6][7]. - Long Jiasheng's estimated earnings from Pop Mart could reach approximately 293 million CNY over a year and a half, based on a profit-sharing model [7][8]. - Wang Xinming received a fixed annual fee and equity from Pop Mart, with his shares valued at around 4.6 billion CNY as of September 17 [9][10]. Group 2: Lifestyle Changes - Long Jiasheng's success has led to increased demand for his previous works, and he is now engaged in various industry activities and exhibitions [17]. - Wang Xinming enjoys a semi-retired lifestyle, balancing work and personal interests, and has shifted to creating limited edition Molly designs [19]. - Both designers have seen their lives transformed by their success, with Long Jiasheng focusing on new creative projects and Wang Xinming enjoying a more relaxed approach to his work [17][19]. Group 3: Market Impact - The article emphasizes that as long as Pop Mart continues to thrive, the designers' financial and reputational growth will persist, suggesting a sustainable model for IP-driven success in the toy industry [20].

Core Viewpoint - The article discusses the evolution of Pop Mart from its initial public offering in 2020 to its current status as a global player in the collectible toy market, highlighting its significant growth and international expansion efforts [5][6][11]. Group 1: Company Growth and Market Position - Pop Mart's market capitalization has soared to over 300 billion, showcasing its remarkable growth trajectory since its IPO [5]. - The company has experienced a U-shaped stock price movement, reflecting volatility in the secondary market, yet it has managed to maintain a strong market presence [5]. - In the latest financial report, overseas market revenue contributed nearly half of the total revenue, indicating a shift in focus from domestic to international markets [6][11]. Group 2: Globalization Strategy - Pop Mart's globalization was a core ambition from its inception, with the belief that retail companies must pursue global expansion to achieve significant growth [11]. - The company has successfully integrated local elements into its overseas operations, with 20-30% of its overseas store displays featuring local designs [19]. - Pop Mart has established partnerships with local artists and manufacturers in various countries, enhancing its global appeal and operational efficiency [20][19]. Group 3: Product and Brand Development - The company positions itself as a trend toy company, with its core being intellectual property (IP) development, which serves as the foundation for its product offerings [26]. - Pop Mart's products, such as Labubu and Molly, have maintained their relevance and appeal over time, contributing to the brand's longevity and market presence [21]. - The company has adopted a model similar to that of a record label, directly signing artists to create unique products that resonate with diverse audiences [20]. Group 4: Market Dynamics and Consumer Engagement - Pop Mart has successfully attracted a broad consumer base, including local populations in international markets, rather than solely targeting overseas Chinese communities [16]. - The company has seen a fourfold increase in overseas sales in the first half of the year, with single-store efficiency significantly outperforming domestic figures [16]. - The brand's ability to connect with consumers across different cultures and languages highlights its unique position in the global market [15][16].

Core Viewpoint - 52TOYS showcased its innovative toy products and collaborations at the 2025 China International Fair for Trade in Services, emphasizing the integration of cultural elements and interactive experiences to drive consumer engagement [1][3][4] Group 1: Company Initiatives - 52TOYS CEO Chen Wei highlighted the company's strategy of creating a closed loop of "IP empowerment of scenes - scenes stimulating emotions - emotions driving consumption" through various methods such as IP collaborations and themed stores [3] - The company presented multiple self-owned IPs, including cultural IPs like Panda Roll, and collaborated with popular franchises such as "The Wandering Earth 2" and "How to Train Your Dragon" [3][4] Group 2: Product Offerings - The company displayed a wide range of toy products at the fair, including static figures, movable dolls, transforming mechas, and plush toys, catering to diverse consumer preferences [3] - Notably, 52TOYS introduced creative toys in collaboration with the National Museum of China, featuring modern interpretations of cultural relics, such as the "Cultural Relics Walk" series and the "Beast Box" set, aimed at enhancing interest in traditional culture [4]

Core Viewpoint - The article discusses the evolution of Pop Mart from its initial public offering to its current status as a global player in the collectible toy market, highlighting its significant growth and international expansion efforts. Group 1: Company Growth and Market Position - Pop Mart's market capitalization has surpassed 300 billion, showcasing its remarkable growth since its Hong Kong listing five years ago [6][7]. - The company has successfully established a presence in overseas markets, with nearly half of its revenue coming from international sales in the latest interim report [8][10]. - The overseas business has maintained triple-digit growth since 2018, with sales in the first half of this year increasing more than fourfold compared to the previous year [25]. Group 2: Globalization Strategy - Pop Mart's globalization is not merely a goal but a foundational aspect of its business model, aiming to integrate into the global market from the outset [17][18]. - The company has begun collaborating with leading factories in Vietnam to enhance production capacity and has implemented a significant organizational restructuring to better manage its international operations [33][34]. - Local elements are incorporated into overseas store displays, and Pop Mart supports local artists, demonstrating a commitment to localization in its global strategy [35]. Group 3: Cultural and Market Impact - Pop Mart's success lies in its ability to appeal to a diverse audience, transcending cultural and linguistic barriers, and attracting not only overseas Chinese but also local consumers [28][29]. - The company’s products serve as a universal language of joy, allowing it to connect with various demographics globally [25][44]. - The article emphasizes that effective globalization involves not just selling products abroad but also integrating into the global economic landscape [31][39].

Summary of Key Points from Conference Call Records Industry Overview - The conference call discusses the **new consumption market in China**, highlighting its multi-generational and multi-tier characteristics, with a focus on **Generation Z** and **Alpha Generation** as key consumer groups, alongside older generations and urban youth as significant segments [1][3][11]. Core Insights and Arguments - **Consumer-Centric Approach**: The new consumption model emphasizes a consumer demand-driven approach, requiring companies to focus on both practical and emotional value for consumers. Consumer preference is becoming a critical metric for assessing investment value in new consumption companies [1][5][6]. - **Market Growth Rate**: The Chinese consumption market is estimated to be around **40 trillion yuan**, with an annual growth rate of approximately **5% to 7%**. Structural opportunities exist due to generational shifts and the emergence of lower-tier markets [3][4]. - **Impact of Second-Hand Market**: The second-hand market has a dual effect on brand perception, necessitating effective price and volume control by brands to maintain consumer confidence and brand image. The case of **Pop Mart** is cited as a reference for managing these challenges [1][7][13]. - **Emerging Opportunities in Lower-Tier Markets**: Enhanced infrastructure, stronger intellectual property protection, and the development of digital logistics are creating fertile ground for innovation in new consumption models. The rise of multi-platform new media and flow economy is also emphasized [1][11]. - **Strategic Growth Models**: Companies can achieve growth through innovative models such as **Direct-to-Consumer (DTC)**, **multi-store operations**, and **first-store economy**. The success stories of **Anta's acquisition of Fila** and **Haier's globalization** are highlighted as examples [1][17][18]. Additional Important Insights - **Consumer Confidence by Generational Segments**: Different generational groups exhibit varying levels of consumer confidence, with Generation Z showing strong confidence in urban areas, while millennials face challenges due to high housing prices [8][9]. - **Brand Strategies for Youth**: Pop Mart's strategy of not producing animated content allows for greater creative freedom among young consumers, aligning with their preferences for character-driven narratives [10]. - **Investment Considerations**: Investors are advised to focus on **price-to-earnings ratios** as indicators of market recognition and to seek structural opportunities within various sub-industries, such as **jewelry and cosmetics** [2][20][21]. - **Potential in Consumer Goods**: The growth potential of consumer goods companies is influenced not only by their sub-industry but also by their competitive strengths. Companies like **毛戈平** and **句子** are noted for achieving rapid growth despite their sub-industries experiencing average growth rates [22][23]. This summary encapsulates the essential insights and data from the conference call, providing a comprehensive overview of the new consumption landscape in China and its implications for businesses and investors.

Group 1: Retail Developments - Zhongbai Group is accelerating its expansion into the hard discount sector with the opening of 51 new stores on September 26, covering Wuhan and Huangshi, emphasizing quality and low prices with private labels [1] - Huawei and Meiyijia have signed a strategic cooperation agreement to enhance the digital and intelligent transformation of the retail industry through smart convenience store development [3] - Yonghui Supermarket has opened its 13th "Fat Donglai" support store in Henan, focusing on improving product structure and shopping experience to cater to local consumer needs [6] Group 2: Product Innovations - Hema has launched a new "Sunshine Dried Fruit" series, which has seen a 110% increase in sales due to its innovative recipe that reduces sugar content [8] - Yonghui Supermarket has introduced a new bakery product, "Camellia Flower Spring Water Toast," made with high-quality imported ingredients and a low-sugar, low-oil formula [10] Group 3: Market Trends - The 18th Asia International Fruit and Vegetable Expo has opened in Hong Kong, with Baiguoyuan showcasing its supply chain and brand advantages to global partners [13] - The price of the mini version of Labubu blind boxes has decreased by 10%-30% within a week of online sales, indicating a shift in consumer demand and market pricing [20]