在Labubu引发的全球哄抢潮背后，中国潮玩市场的竞争维度正在发生深刻变化。作为曾经几乎以一己之力打开潮玩市场认知的泡泡玛特，如今正面对新 阶段的挑战。而在它的强光之外，52TOYS这样少有的"非泡泡玛特系"选手，正在用一套截然不同的打法试图在夹缝中突围：它强调IP孵化的原创性、重 仓自有模型体系、构建深度垂直的兴趣社群，与泡泡玛特所擅长的大众化盲盒路径形成鲜明对比。 从我们的研究结论来看，这种"非典型"的潮玩逻辑，并非只是一个小而美公司的另类路径，而可能是潮玩行业在穿越红利期、迈入新阶段中的关键变量。 在潮玩的"内容资产化"逐渐浮现、盲盒经济遭遇信任门槛的当下，52TOYS代表着一种更接近"内容消费基础设施"的尝试，其成败关乎的不只是一个品牌 的突围，更是行业底层逻辑的一次自我更新。 但我们也需承认，潮玩不是一个轻巧的赛道。无论是IP生命周期的不确定性、线下零售模型的高成本，还是"内容+产品"的商业逻辑实现资本价值， 52TOYS所面对的挑战并不亚于泡泡玛特曾经走过的那条路。甚至可以说，它的路径更为艰难，因为它无法复制泡泡玛特那种"盲盒红利+快渠道投放"的 组合拳，只能靠内容深耕和产品耐性，一步步打磨信任。 ...

以下文章来源于投中网 ，作者鲁智高 投中网 . 投中网是领先的创新经济信息服务平台，拥有立体化传播矩阵，为创新经济人群提供深入、独到的智识和洞见，在私募股权投资行业和创新商业领域拥有权 威影响力。官网：www.chinaventure.com.cn 不做"泡泡玛特第二"，这家想成为 "中国版万代" 的北京公司要上市了。 近日，52TOYS申请在港上市。在陈威和黄今的带领下，这家IP玩具公司 拥有蜡笔小新、猫和老鼠等授权IP产品，以及猛兽匣变形机甲系列、胖哒幼 （Panda Roll）熊猫系列和Sleep系列等自有IP产品。 随着他们踏上IPO之路，再加上已经在港上市并持续爆火的泡泡玛特和布鲁可，以及不久前继续选择在港交所递交招股书的卡游，"谷子经济"正在众人的 看好中变得越发火热。 两位"玩咖"，要做"中国版万代" 因为非常热爱"玩"，没打过工的陈威和黄今最终选择一起创业。 大学毕业后，学习设计的陈威于1999年在北京鼓楼附近开了一家游戏店，并将自己珍藏的各种手办摆在店里。发现买东西的顾客对手办更感兴趣，于是他 选择去做衍生品生意，成为国内最早涉足这个行业的玩家。 在将日本万代、美国麦克法兰等国际知名收藏玩具 ...

Core Viewpoint - 52TOYS has initiated its IPO process, marking its entry into the capital market after nearly a decade of operation, but faces significant challenges in profitability and market position compared to competitors like Pop Mart and Blok. [1][3][7] Financial Performance - 52TOYS reported revenues of 463 million, 482 million, and 630 million RMB for 2022, 2023, and 2024 respectively, with growth rates of 4.10% and 30.70% in 2023 and 2024 [9] - The company has incurred net losses of 1.7 million, 71.9 million, and 122 million RMB from 2022 to 2024, totaling approximately 200 million RMB in losses [3][9] - Adjusted net profits are projected to turn positive in 2023 and increase in 2024, but remain significantly lower than leading competitors [3][9] Market Position - 52TOYS claims to be the "third largest IP toy company" in China, with a GMV of 930 million RMB and a market share of 1.2% in 2024, but is far behind Pop Mart's GMV of 8.72 billion RMB and market share of 11.5% [7][8] - The company relies heavily on licensed IPs, with 50.2%, 59.3%, and 64.5% of its revenue coming from licensed IPs over the past three years, indicating increasing dependency [10] Management and Ownership - CEO Chen Wei and other executives cashed out nearly 60 million RMB before the IPO, exceeding the company's annual profit [4][5] - The company has undergone multiple financing rounds since 2018, raising its valuation from 200 million to over 4.2 billion RMB [5] Operational Efficiency - 52TOYS has faced challenges in operational efficiency, with high inventory levels and accounts receivable impacting cash flow [13][14] - The company's inventory turnover days have improved but still lag behind competitors, indicating potential issues with product movement [14][16] Future Prospects - The company plans to allocate 20% of IPO proceeds to diversify its IP matrix and enhance product design, aiming to develop its own IPs [20] - 52TOYS is expanding into overseas markets, with international revenue growing from 35.36 million RMB in 2022 to 147 million RMB in 2024, but faces stiff competition [23][24] Challenges Ahead - The reliance on licensed IPs poses risks, especially with key contracts nearing expiration, which could affect future revenue [11][10] - The company must navigate a competitive landscape in overseas markets, where established brands like Pop Mart already have a strong presence [24][25]

随着他们踏上IPO之路，再加上已经在港上市并持续爆火的泡泡玛特和布鲁可，以及不久前继续选择在港交所递交招股书的卡 游，"谷子经济"正在众人的看好中变得越发火热。 两位"玩咖"，要做"中国版万代" 因为非常热爱"玩"，没打过工的陈威和黄今最终选择一起创业。 大学毕业后，学习设计的陈威于1999年在北京鼓楼附近开了一家游戏店，并将自己珍藏的各种手办摆在店里。发现买东西的顾 客对手办更感兴趣，于是他选择去做衍生品生意，成为国内最早涉足这个行业的玩家。 将投中网设为"星标⭐"，第一时间收获最新推送 IP玩具里面的大生意。 作者丨鲁智高 来源丨 投中网 不做"泡泡玛特第二"，这家想成为"中国版万代"的北京公司要上市了。 近日，52TOYS申请在港上市。在陈威和黄今的带领下，这家IP玩具公司拥有蜡笔小新、猫和老鼠等授权IP产品，以及猛兽匣 变形机甲系列、胖哒幼（Panda Roll）熊猫系列和Sleep系列等自有IP产品。 在将日本万代、美国麦克法兰等国际知名收藏玩具品牌引入国内的同时，陈威还做起了广告、影视、网吧、餐饮等相关的生 意。意识到给品牌做代理的价值不高后，他逐渐萌生了做一家涵盖潮玩、盲盒、手办、机甲、拼装模型 ...

Core Viewpoint - The global economic recovery by 2025 is revitalizing the Hong Kong stock market, with the IP toy industry being a focal point for capital market attention, highlighted by 52TOYS' IPO plans and valuation of 4.273 billion RMB [1][6]. Company Overview - 52TOYS, the third-largest IP toy company in China, has adopted an "IP hub" strategy since its brand launch in 2015, focusing on diverse consumer needs and extensive product development [1][3]. - The company has launched various product lines, including blind boxes and transformable mechas, and has developed its first original IP, "Beast Box" [3][12]. - As of 2024, 52TOYS has 35 proprietary IPs and 80 licensed IPs, with a total of 2,800 SKUs and over 500 new products introduced annually [3][12]. Financial Performance - Revenue from 2022 to 2024 shows growth from 462.9 million RMB to 630.1 million RMB, with a notable increase in sales cost and a fluctuating gross margin [10][11]. - The company reported a net loss of 1.22 billion RMB in 2024, with adjusted net profits showing a gradual improvement [12]. - The revenue structure is increasingly reliant on licensed IPs, which accounted for 64.5% of total revenue in 2024, while proprietary IPs contributed only 24.5% [12]. Market Position and Challenges - Despite its growth, 52TOYS faces challenges in creating blockbuster proprietary IPs comparable to competitors like Pop Mart's MOLLY [8][12]. - The company has seen a significant shift in its distribution strategy, reducing direct stores from 19 in 2022 to 5 by early 2025, while increasing reliance on distributors [12][14]. - The competitive landscape is intensifying, particularly in overseas markets, where 52TOYS has seen over 100% CAGR in revenue since 2022 [13][14]. Strategic Partnerships - Recent strategic investments from Wanda Film and Ru Yi Holdings have increased 52TOYS' valuation and provided a 7% stake to these investors, indicating confidence in the company's growth potential [5][6]. - A strategic partnership with Wanda Film aims to leverage both companies' strengths in IP toy product development and marketing [6]. Future Outlook - The company's future success hinges on its ability to innovate and develop impactful proprietary IPs while navigating the competitive landscape of the global toy market [16][18]. - The ongoing global economic recovery is expected to enhance consumer demand for IP toys, presenting opportunities for growth [1][16].

行业不会只有一个泡泡玛特，但都想压中下一个泡泡玛特。 继泡泡玛特、布鲁可之后，又一个潮玩公司——52TOYS递交IPO，赴港上市。 尽管在多个场合中，52TOYS称自己不想做泡泡玛特，但二者仍有许多相似之处：同处于风口的潮玩行业，同样做着IP生意的商业模式，甚至有着都选择 在"品牌建立10年"这个时间节点上市的巧合。 与泡泡玛特当初上市时大相径庭的是，如今提交招股书的52TOYS，备受资本市场的青睐，就连万达影业这种看似和潮玩不沾边的企业也参与了52TOYS 的融资。 这里面，有一部分是泡泡玛特的功劳。 这几年，labubu等头部潮玩IP给泡泡玛特带去几十亿的营收，不光让整个市场看到了IP生意翻倍增长的可持续性，更是让整个资本市场见识到了潮玩行业 的巨大潜力：当初那个不被资本们看好的泡泡玛特，今年市值屡创新高，如今甚至超过了安踏和小鹏。 对比起泡泡玛特，52TOYS足够幸运。 一个在于消费市场。 2020年12月，泡泡玛特在港交所成功上市，喜悦消息传来的另一面，便是外界对于泡泡玛特的潮玩IP生意充满了质疑。 这并不奇怪，当时的泡泡玛特，受众依旧仍在小众圈层，受众群体的局限，直接带来外界对于泡泡玛特商业模式增长 ...

Core Viewpoint - 52TOYS, a Chinese toy company, is planning to go public in Hong Kong, but its financial performance raises concerns about its competitiveness in the rapidly growing IP toy market [2][4]. Financial Performance - 52TOYS reported a revenue of 630 million RMB in 2024, representing a year-on-year growth of 68%, but its net profit growth was only 12%, which is significantly lower than its peers [2][7]. - The company's gross margin decreased from 58% to 52% over the same period, indicating a decline in profitability [2][9]. - From 2022 to 2024, 52TOYS experienced a cumulative loss of 195 million RMB, with annual losses increasing each year [7][8]. Revenue Sources - 64.5% of 52TOYS' revenue comes from licensed IP, while its own IP revenue share is declining, raising concerns about sustainability if licenses are lost [2][9]. - The company has spent over 100 million RMB on licensing fees for IPs from 2022 to 2024, indicating a heavy reliance on external IPs [9][11]. Market Position - The Chinese IP toy market is expected to grow from 486 billion RMB in 2020 to 756 billion RMB in 2024, with 52TOYS lagging behind competitors like Pop Mart and TOPTOY, which have shown stronger revenue growth [5][6]. - 52TOYS' revenue growth rate from 2022 to 2024 is 16.7%, significantly lower than competitors like Card Game at 55% and Bluku at over 150% [6][9]. Ownership and Investment - The founder and partners of 52TOYS have cashed out a total of 57.73 million RMB prior to the IPO, raising questions about their confidence in the company's future [3][4]. - Major shareholders include Suzhou Qiming Rongke and CICC Cultural Consumption Fund, with the founder holding approximately 36.81% of the shares [5][6]. Competitive Landscape - 52TOYS aims to differentiate itself by focusing on collectible toys rather than becoming a second Pop Mart, but analysts suggest it still operates within a similar framework [12]. - The company faces challenges in establishing a unique market position, as its reliance on licensed IPs and distributors limits its control over brand representation and pricing [11][12].

52TOYS成立于2015年，目前主要提供静态玩偶、可动玩偶、发条玩具、变形机甲及拼装玩具、毛绒玩具及衍生周边等多品类IP玩具产品。该公司联合创始 人、CEO陈威拥有二十余年玩具行业经验，曾在北京鼓楼开设玩具专卖店，并先后拿到过日本万代、孩之宝等国际玩具品牌的代理及经销权。 "谷子经济"掀起的热浪，让潮玩成为风口。继"小马宝莉"卡牌生产商卡游公司港交所递表后，近日，IP玩具企业北京自天成文化发展股份有限公司（以下简 称"52TOYS"）也拟赴港上市。多家IP玩具企业抢滩港股IPO的背后，是年轻人热衷为情绪买单迸发出的澎湃消费动力。 值得一提的是，递交招股书之前的一周，万达电影公告，其旗下全资子公司北京影时光电子商务有限公司拟与关联方上海儒意星辰企业管理有限公司共同投 资52TOYS，合计投资约1.44亿元。 潮玩这股消费新势力正扎堆登陆资本市场。除了52TOYS，今年3月，名创优品旗下潮玩品牌TOP TOY传出筹备上市消息。"中国潮玩及文创产业正快速推进 资本化转型。"业内人士表示，与2020年泡泡玛特IPO时期相比，如今行业生态日趋完善，市场潜力持续释放，但同时也面临着更为白热化的市场竞争态 势。 年轻人热 ...

商报讯(记者苗露)继名创优品、泡泡玛特、布鲁可、卡游之后，港股又将迎来一家潮玩企业。5月22 日，北京乐自天成文化发展股份有限公司(52TOYS)正式向港交所递交招股说明书，拟于港交所主板挂 牌上市，花旗和华泰国际担任联席保荐人。 招股书显示，2022年至2024年，乐自天成分别实现收入4.6亿元、4.82亿元、6.3亿元。与泡泡玛特不同 的是，乐自天成主打授权IP产品的开发及销售。比如，该公司授权IP蜡笔小新相关产品2022年至2024年 GMV(商品交易总额)超6亿元，占2022年至2024年三年总收入比重近40%。有关分析指出，52TOYS需要 挖掘不一样的潮玩形态，通过技术专利确保自身的独创性和市场占有，逐渐作出规模和壁垒。 授权IP营收占比逐年提升六成经营收入来自经销商 公开资料显示，52TOYS自2015年成立以来，业务贯穿IP孵化、产品开发、生产制造到渠道销售全产业 链。2022年底，品牌升级为"乐自天成"，推出"52TOYS""52TOYS GIFT""52TOYS LAB"三大产品中 心。产品SKU(最小存货单位)超2800个，年均上新500款。 根据灼识咨询，按2024年国内市场GMV计算 ...

作者 | 李寻欢 编辑 | mia 谷子经济大热，继泡泡玛特和布鲁可后，又一家中国潮玩企业要冲击港股了。 5月22日，北京乐自天成文化发展股份有限公司（以下简称"乐自天成"或"52TOYS"）正式向港交所正式递交招股书，拟在主板挂牌上市，花期和华泰国际 担任联席保荐人。另外今年冲击IPO的还有集换式卡牌龙头卡游。 从52TOYS递交的招股书内容来看，其市场第三的地位短时间内也不会有所提升。可若是其所提到的"未来计划"能顺利推进，并取得预期成效，以国内IP 授权市场的发展来看，52TOYS于"下一个泡泡玛特"的期许将会更近。 孵化自有IP+授权IP 而在递交招股书的十天前，乐自天成就曾传出过一则利好消息。据万达电影在5月12日发布的公告显示，其与关联方儒意影业的旗下企业，将通过认购股 份和新增注册资本的方式，共同投资52TOYS的母公司乐自天成，两者合计出资1.44亿元，交易完成后，合计持有乐自天成7%股份。 据万达方面表示，此次交易的目的，在于借助乐自天成在IP玩具领域的优势，推动公司在非票业务的增长，并实现资源共享与优势互补，比如双方将在IP 玩具产品的开发及售卖、市场营销和其他相关领域展开战略合作。 不管 ...