Core Viewpoint - Bubble Mart (09992.HK) has launched a new series of collectible figurines to celebrate its 15th anniversary, but the market response has been lukewarm compared to previous successful releases [2][3] Product Launch and Performance - The "Celebrate This Moment" series includes 15 regular and 1 hidden figurine, featuring popular characters like LABUBU and MOLLY. The hidden variant "Sweetheart Party" saw a price increase from 69 yuan to 519 yuan, reflecting a premium of 6.5 times [2] - Other regular figurines in the series, such as "Childlike Innocence," "Blow the Horn," and "Under the Curtain," had premiums of 1.8 times, 1.9 times, and 1.3 times, respectively [2] - The new series did not perform as well as previous hits like the "WHY SO SERIOUS" series, where the hidden variant "Moon Shadow Mask" increased from 159 yuan to 1999 yuan, a premium of 11.6 times [2] Market Trends and Comparisons - The lower premium for the new series is attributed to the nature of the collectible market, where buyers are often deep fans of the IP, and the use of lower-cost PVC material makes the products more affordable [3] - Bubble Mart's collaboration with the popular series "Wednesday" resulted in a highly sought-after pendant, with the North American version seeing a price increase from 399 yuan to 5499 yuan, a premium of 12.8 times [3] - Previous collaborations, such as with the movie "Nezha: Birth of the Demon Child," also achieved significant market success, with the hidden variant "Ao Bing Nezha" increasing from 69 yuan to 1159 yuan, a premium of nearly 16 times [3] Stock Market Performance - Since September, Bubble Mart's stock price has declined nearly 30%, with significant drops occurring on October 21 and 23, including a nearly 10% drop on the latter date, marking the largest decline in six months [3][4] - As of October 24, the stock closed at 230.4 HKD per share, down 0.86% [5] Revenue Growth Projections - On October 21, Bubble Mart announced a projected revenue growth of 245% to 250% year-on-year for Q3 2025, with China expected to grow by 185% to 190% and overseas revenue by 365% to 370% [6] - Specific channel performance for Q3 showed offline channels growing by 130% to 135% and online channels by 300% to 305% [6] - Regional performance indicated significant growth in overseas markets, with the Americas projected to grow by 1265% to 1270% and Europe by 735% to 740% [6]

Core Insights - Bubble Mart (09992.HK) launched multiple new figurines on October 23, celebrating its 15th anniversary with the "Celebrate This Moment" series, featuring 15 regular and 1 hidden variant, with significant price increases observed for certain models [1][2] - The premium pricing for the new series is lower compared to previous successful launches, indicating a potential decline in market enthusiasm for the brand's latest offerings [1][2] - The company's stock has seen a significant decline, dropping nearly 30% since September, with a notable drop of almost 10% on October 23, marking the largest decline in six months [2][3] Product Launch and Performance - The "Celebrate This Moment" series includes popular characters like MOLLY, with the hidden variant "Sweetheart Party" seeing a price increase from 69 yuan to 519 yuan, a 6.5x premium [1] - Other regular models such as "Childlike Innocence," "Blow the Horn," and "Under the Curtain" also performed well, with premiums of 1.8x, 1.9x, and 1.3x respectively [1] - Previous successful series like "WHY SO SERIOUS" and "LABUBU 4.0" had much higher premiums, indicating a shift in consumer interest [1][2] Market Trends and Financial Performance - The lower premium pricing for the new figurines is attributed to the nature of the products and the materials used, which are more affordable, leading to less collector enthusiasm compared to other merchandise like keychains [2] - Bubble Mart's collaboration with the popular series "Wednesday" resulted in a highly sought-after keychain, with the North American version seeing a price increase from 399 yuan to 5499 yuan, a 12.8x premium [2] - As of October 24, the company's stock closed at 230.4 HKD per share, down 0.86%, reflecting ongoing investor concerns about revenue growth potential [4] Revenue Growth Projections - Bubble Mart announced a projected revenue growth of 245% to 250% year-on-year for Q3 2025, with significant contributions from both domestic and international markets [4] - Domestic revenue is expected to grow by 185% to 190%, while overseas revenue is projected to increase by 365% to 370% [4] - Performance across various channels shows offline sales growing by 130% to 135% and online sales by 300% to 305%, indicating strong demand despite recent stock performance [4]

Core Insights - The潮玩 industry is transitioning from a focus on figurines to a broader range of products, driven by consumer demand for emotional connection and social value [1][11] - Companies are diversifying their product offerings and pricing strategies to cater to a wider audience, moving beyond traditional toy categories [4][10] Category Expansion - The潮玩 market has expanded from primarily figurines to include plush toys, building blocks, jewelry, and card games, creating differentiated competitive advantages [3] - The plush category is expected to perform particularly well by 2025, as evidenced by the successful global launch of泡泡玛特's LABUBU series, which topped the App Store shopping charts in the U.S. [3][4] Financial Performance - 泡泡玛特's latest financial report indicates an increasing revenue share from the plush category, reflecting a shift in consumer interest towards diverse product experiences [4] - The company is implementing differentiated pricing strategies to cover various consumer segments, enhancing market penetration [4] Cross-Industry Collaboration - The collaboration between潮玩 brands and popular IPs, such as the film《哪吒之魔童闹海》, has proven to enhance product value and market reach [6][7] - Cross-industry partnerships are seen as a growth engine, allowing潮玩 brands to tap into new consumer demographics and cultural experiences [7] Content Ecosystem - The潮玩 industry is evolving from mere visual appeal to a focus on storytelling and cultural significance, with IP-driven content ecosystems becoming essential for consumer loyalty [8][10] - Companies are investing in both internal IP development and external collaborations to enrich their content offerings and enhance brand engagement [10] Emotional and Cultural Transformation -潮玩 products are increasingly viewed as cultural symbols that allow consumers to express individuality and seek community recognition [11] - The industry is exploring interactive experiences, such as theme parks and social events, to strengthen emotional ties between consumers and IPs [11]