作为潮玩IP赛道的头部玩家，恒生活通过前瞻性布局电影IP热门产品，早已提前抢占市场先机。在《疯 狂动物城2》上映首周，5款电影IP产品同步上架"奇点BOX"。不仅贡献了60%的总销售额，且销量持续 遥遥领先，其中扭蛋类商品上架两日即告售罄，充分展现了恒生活在选品策略与整合营销方面的系统化 能力。 2026年元旦假期，电影市场迎来"开门红"。迪士尼出品的《疯狂动物城2》不仅夺得2026年元旦档票房 冠军，更以近43亿国内票房持续刷新市场纪录。而与此同时，一场围绕IP衍生品的新消费争夺战早已硝 烟弥漫。 恒生活在电影院布局"奇点BOX" 全球潮玩大爆发 引领消费新趋势 近年来，潮玩产业迎来爆发式增长。以迪士尼、泡泡玛特、52TOYS等为代表的头部品牌风靡全球，推 动市场持续扩容。据弗若斯特•沙利文数据显示，2015年至2024年，全球潮玩市场规模从87亿元跃升至 448亿元，年复合增长率高达23%。欧美、日韩与中国等主要市场齐头并进，共同构筑起这一现象级消 费浪潮。 潮玩的崛起折射出当代消费理念的深刻转变，即从对"实物占有"的追求，转向对"情绪价值"的渴望。那 些能够激发情感共鸣、彰显个性表达、传递文化认同的产品 ...

Core Insights - The launch of "Qidian BOX" by Hengsh生活 marks a significant step in the smart retail sector, targeting the burgeoning潮玩文创 market and aligning with the consumption trends of Generation Z [1][2][3] Company Strategy - Hengsh生活 has identified the immense potential of the潮玩文创 market and the development trends in smart retail, initiating the exploration of潮玩文创 cabinets since 2024 [2] - The company emphasizes a rigorous approach to product development and market expansion, culminating in the commercial launch of "Qidian BOX" in May 2025 [3] - "Qidian BOX" aims to enhance consumer engagement through immersive experiences and innovative display technologies, significantly increasing consumer interest and purchase intent [3] Product Features - "Qidian BOX" offers a self-service vending model that provides a new channel for offline display and dissemination of IP products, catering to the preferences of the target consumer group [3][4] - The product line will include collaborations with popular IPs such as Sanrio, Pokémon, and national cultural IPs, ensuring a diverse range of appealing products [4] Market Trends - The潮玩文创 market is rapidly expanding, projected to reach a scale of hundreds of billions by 2026, driven by the preferences of younger consumers who value emotional satisfaction and social recognition in their purchases [5] - The smart retail sector is supported by advancements in technology, with smart vending machines becoming increasingly prevalent across various consumer scenarios [5][6] Industry Dynamics - The number of smart retail cabinets is expected to grow significantly, with over 600,000 units projected by 2024, reflecting the adaptability and vitality of smart retail terminals [6] - The government's support for cultural and creative industries, as outlined in the "14th Five-Year Plan," provides a favorable environment for the development of潮玩文创 cabinets [7] Future Outlook - Hengsh生活 aims to create a comprehensive solution that integrates hardware development, software support, and content integration through "Qidian BOX," positioning it as a key platform for IP incubation and monetization [10] - The company has successfully expanded its services to over 340 cities, offering a wide range of solutions and serving 2 billion consumers, indicating strong market penetration and operational efficiency [9]