在黑五等大促节点，海外市场直播的转化效率已被初步验证。 "谁不想获得这只玩偶呢？"11月11日，在伦敦的一家快闪店内，拥有130万粉丝的英国网红Anna Williams在镜头前拆着泡泡玛特近期推出的"WHY SO SERIOUS"系列盲盒，对其派对礼物形式的包装大加称赞，同时分析着玩偶的细节为观众进行种草。 这场直播是速卖通与英国达人合作，为泡泡玛特打造的专场直播，以助力品牌出海。短短两个小时的直播时间，Labubu、星星人等系列产品被抢购一空。 中国平台以及品牌正在通过直播出海实现销售的快速增长。今年黑五（即感恩节后开始的大促旺季），平台和机构在海外直播上有着更大的野心。 直播带动销量猛增 在今年的海外大促旺季，直播对销量的带动作用十分明显。 第一财经了解到，得益于速卖通品牌出海计划，泡泡玛特在英国迅猛增长，速卖通泡泡玛特官方旗舰店10月销售额较去年同期飙升1500%，2025年上半年潮 玩整体销量增长300%。 今年黑五期间，速卖通有着丰富的直播计划，为倍思、特步、凯乐石等3C数码、运动户外品牌安排了直播专场。 在合作形式上，玛莎百货表示，一方面将与TikTok创作者合作，分享幕后花絮，通过教程、评测和 ...

Summary of Labubu IP Development and Market Insights Industry and Company Overview - The document discusses the development of the Labubu IP, created by artist Long Jiasheng, which has gained popularity among contemporary youth due to its unique characteristics and emotional resonance [1][2]. Key Points and Arguments - **Labubu's Unique Appeal**: The IP differentiates itself from traditional cute IPs by embodying a blend of dark innocence and rebellion, appealing to modern youth emotions [1][2]. - **Product Launches and Market Impact**: The release of the "Heartfelt Macaron" plush keychain in September 2023 marked a significant breakthrough, utilizing a blind box format that enhanced social sharing and product visibility [1][3]. - **Celebrity Influence**: In April 2024, Thai star Lisa's social media exposure significantly boosted Labubu's popularity, similar to the success paths of other brands like Bearbrick and Cos [1][4]. - **Diverse Product Line**: Labubu has expanded its product offerings through various versions, sub-brands, and limited editions, enhancing consumer interaction and brand storytelling [1][5]. - **Supply Strategy**: The company employs a "70% full" supply strategy to maintain market excitement, but actual demand often exceeds expectations, leading to high resale market premiums [1][8]. - **Pre-sale and Market Control**: To manage excessive premiums, the company uses pre-sales to regulate supply and demand, extending the IP's lifecycle while maintaining brand value [1][10]. - **Auction Market Performance**: Labubu's presence in high-end auctions, with items selling for up to 1.08 million yuan, underscores its status as a collectible and artistic product [1][7][10]. Additional Important Insights - **Social Media Impact**: Platforms like Xiaohongshu and Douyin have amplified discussions around Labubu, further enhancing its status as a trendy identity symbol [1][6][7]. - **Global Market Expansion**: The company has over 400 stores in mainland China and around 150 overseas, indicating potential for further growth in international markets [1][16]. - **Future Growth Potential**: The domestic market still has significant room for growth, particularly among the 18-35 age demographic and in lower-tier cities [1][17]. - **Upcoming Developments**: The company plans to launch new products, short films, and derivative items in the latter half of 2025, indicating a strong market momentum [1][19]. This comprehensive overview highlights the strategic initiatives and market dynamics surrounding the Labubu IP, showcasing its potential for continued growth and influence in the global market.