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 ...

证 券 研 究 报 告 新消费需求多点迸发，竞争格局重构进行时 轻工消费2025年夏季策略 证券分析师：屠亦婷 A0230512080003 黄莎 A0230522010002 庞盈盈 A0230522060003 研究支持：张海涛 A0230524080003 张文静 A0230524120005 魏雨辰 A0230525010001 2025.07.11 新消费需求多点迸发，竞争格局重构进行时 新消费 国内人口代际变化 Z世代消费主力军 技术驱动 产品从0到1验证 海外需求变化 供应链 全球化 机遇 国际客户供应链全 球化趋势确认 高股息 行业格局成熟 资本开支放缓 国货品牌崛起 情感、悦己需求 AI硬件 AI软件 电子烟（监管政策） 品类渗透率提升 保温杯、家居等 消费电子包装 包装 家居 国补以旧换新 国货个护：百亚股份、豪悦护理、登康口腔 IP潮玩：布鲁可、晨光股份、 广博股份、创源股份 黄金珠宝： 潮宏基 宠物用品：天元宠物、 朝云集团、依依股份、 源飞宠物 两轮车：雅迪控股、爱玛科 技、九号公司 AI床垫：慕 思股份、喜 临门 家居：顾家家居、公 牛集团 AI眼镜：康耐特光学、明月 镜片、英派斯 ...

Market Overview - The Hong Kong stock market jumped 1.26% amid international capital reacting to U.S. President Trump's management of expectations regarding potential military action against Iran [1] - Trump's decision to delay military action against Iran for two weeks aligns with Israel's urgency to target Iranian nuclear facilities, particularly the Fordow nuclear site [1] Geopolitical Risks - Iran's missile attacks have decreased in intensity, averaging 20-30 high-intensity missiles daily, but threats to Israeli targets in Europe have emerged [2] - The Iraqi Shiite militia "Hezbollah" has threatened to block the Strait of Hormuz if the U.S. intervenes in the Israel-Iran conflict, leading to a decline in shipping traffic through the strait [2] Financial Developments - The People's Bank of China and the Hong Kong Monetary Authority launched a cross-border payment system, enhancing efficiency and reducing costs for cross-border remittances [3] - Major Chinese banks involved in the cross-border payment system saw stock increases of around 2% [3] - Insurance stocks also surged, with companies like China Life and New China Life rising over 4% due to stable investment returns [3] Industry Innovations - China's domestic EUV lithography machine has achieved a significant milestone with a production yield exceeding 70%, marking a critical point in the development of high-end chip manufacturing [6] - This advancement indicates a potential shift in the global semiconductor landscape, reducing reliance on foreign technology [6] Company-Specific Insights - China Coal Energy reported a decline in revenue and profit due to falling coal prices, with average prices for various coal types down significantly compared to the previous year [7] - The company is implementing cost-reduction measures and has seen its major shareholder increase their stake, reflecting confidence in the company's future [8]

Group 1: Evolution of Consumption Society in Japan and the U.S. - The generational shift has profoundly influenced the evolution of consumption societies in Japan and the U.S. [1] - In Japan, the Taisho and early Showa generations led the transition from the first to the second consumption society, followed by the New Human Generation and part of the Baby Boomer generation driving the third consumption society [1] - In the U.S., Baby Boomers focus on unique product advantages, Generation X prefers time-saving products, Generation Y is enthusiastic about energy-saving and green consumption, while Generation Z contributes significantly to digital and gaming consumption [1] Group 2: Current State and Potential of China's Consumption Society - The post-90s and post-95s generations in China have developed consumption concepts similar to Japan's New Human Generation and the U.S. Baby Boomers, emphasizing spiritual satisfaction and personalized consumption [2] - Compared to Japan and the U.S., China's service consumption currently stands at 46.1%, indicating significant room for growth in the service sector [2] Group 3: Characteristics of the Third Consumption Society and Self-Satisfaction Consumption Trends - In the third consumption society, consumers prioritize emotional and psychological factors over mere functionality when selecting products, leading to a shift in brand positioning from "leader" to "supporting role" [3][10] - Self-satisfaction consumption is emerging as a key trend, focusing on emotional resources, emotional resolution solutions, and legal emotional release [6][11] Group 4: Emotional Consumption Trends - Emotional resources include the pet economy, IP toys, and temple economy, catering to spiritual and emotional needs [6] - Emotional resolution solutions are found in beauty and personal care products, gold and jewelry, and new-style food and beverages that address appearance and safety anxieties [6] - Legal emotional release is represented by outdoor activities, light alcoholic beverages, and tobacco products, which help consumers manage stress [6]

Core Viewpoint - The company Lezi Tiancheng is seeking to go public on the Hong Kong Stock Exchange, with its main brand 52TOYS being a leading player in the Chinese IP toy market, which is rapidly growing due to the "Guzi Economy" trend [1][3]. Market Position - According to the prospectus, 52TOYS is the third-largest IP toy company in China by GMV, with a projected GMV of 0.93 billion RMB for 2024, which is significantly lower than the leading companies, Pop Mart and Blok, whose GMVs are 8.72 billion RMB and 4.30 billion RMB respectively [2][3]. - The overall Chinese IP toy market is expected to grow from 48.6 billion RMB in 2020 to 75.6 billion RMB in 2024, with 52TOYS currently holding a market share of 1.2% [3][4]. Financial Performance - 52TOYS's revenue from 2022 to 2024 is projected to be 463 million RMB, 482 million RMB, and 630 million RMB respectively, which is less than 5% of Pop Mart's revenue in 2024 [3][4]. - The adjusted net profit for 52TOYS is expected to be -57 million RMB in 2022, 19 million RMB in 2023, and 32 million RMB in 2024, indicating a struggle to achieve significant profitability [4][5]. Profitability and Cost Structure - The gross margin for 52TOYS is relatively low, at 28.9% in 2022, 40.5% in 2023, and 39.9% in 2024, compared to competitors like Pop Mart and Blok, which have gross margins of 66.8% and 52.6% respectively [5][6]. - A significant portion of 52TOYS's revenue comes from licensed IP, which accounted for 50.2% in 2022 and is expected to rise to 64.5% by 2024, leading to high IP licensing costs [5][6]. Investment and Future Prospects - Despite its current performance, the company has attracted significant investment, including a recent 144 million RMB investment from Wanda Film and China Ruyi, indicating confidence in its future growth potential [7][9]. - The company plans to expand its self-operated stores in China and overseas, aiming to reduce reliance on distributors and improve profit margins [14][15]. International Expansion - 52TOYS has been expanding its international presence, with overseas revenue growing from 35.4 million RMB in 2022 to 147.4 million RMB in 2024, representing a growth rate of 149.15% year-on-year [15][16]. - The company aims to leverage partnerships with major film and gaming IPs to enhance its product offerings and market reach [12][14].

在传统消费板块仍较为低迷的情况下，一些新消费个股成为基金经理的"新宠"。 证券时报记者注意到，包括富国全球消费基金、海富通消费优选基金、南方中国新兴经济基金、南方香 港成长基金、银华品质消费基金均在今年以来的市场行情中取得不俗的收益，这些基金有一个共同的特 点，那就是持仓主要指向新消费赛道，并降低传统消费赛道的仓位。例如，富国全球消费基金今年以来 的收益率达26%，该基金前十大重仓股几乎全部指向以女性消费为特点的新消费领域，前十大股票中唯 一持仓的白酒股仓位不足3%。 证券时报记者注意到，今年以来，重仓新消费的多只基金产品持续跑赢市场，而垫底的消费主题基金则 大多重仓以白酒为主的传统消费板块。业内人士指出，部分新消费板块处于景气度上升的阶段，所以吸 引了大量机构资金抱团关注。不过，新消费品种在股票市场呈现零散分布状态，相对传统的消费板块在 研究上更耗时费力。 新消费跑赢传统消费 尽管4月8日以来股市反复波动，但以新消费为代表的公募重仓股走势颇为凌厉。例如，南方基金重仓的 修图软件股美图公司反弹幅度达33%，宏利基金重仓的游戏股心动公司反弹幅度接近28%，国泰基金重 仓的医生社区平台医脉通反弹幅度达27%，广发 ...