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 ...

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 - 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].

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 ...

Core Viewpoint - Beijing Lezitiancheng Cultural Development Co., Ltd. (referred to as "Lezitiancheng") has officially submitted its IPO application to the Hong Kong Stock Exchange, marking its entry into the public market after months of speculation [1][11] Company Overview - Founded in 2015 by Chen Wei and Huang Jin, Lezitiancheng operates under the brand 52TOYS and has over 100 proprietary and licensed IPs as of December 31, 2024 [4][5] - The company has completed five rounds of financing, raising a total of 385 million yuan, with a post-financing valuation of 4.273 billion yuan [18][20] Financial Performance - Lezitiancheng's revenue is projected to reach 630 million yuan in 2024, with a compound annual growth rate (CAGR) of 16.7% from 2022 to 2024 [8] - The company reported adjusted annual profits of -56.75 million yuan, 19.1 million yuan, and 32.01 million yuan for the years 2022, 2023, and 2024, respectively, indicating continuous growth [8] - Revenue from licensed IP products accounted for 64.5% of total revenue in 2024, up from 50.2% in 2022 [8][9] Market Position - According to a consulting firm, Lezitiancheng ranks second among multi-category IP toy companies in China by GMV and is the third-largest IP toy company overall [4][12] - The Chinese IP toy market is expected to grow significantly, with a projected market size of 756 billion yuan in 2024, growing at a CAGR of 17.2% to reach 1,675 billion yuan by 2029 [12][13] Product Lines and IP Management - Lezitiancheng has developed six major product lines, including blind boxes and action figures, and has long-term collaborations with internationally recognized IPs such as "Tom and Jerry" and "Crayon Shin-chan" [5][6] - The company has successfully launched over 160 SKUs under its proprietary IP "Beast Box," generating a cumulative GMV of over 190 million yuan [6] Competitive Landscape - The company faces competition from both international and domestic brands, with a focus on IP management, product development, and brand marketing [20] - The leading competitor, Pop Mart, has achieved a revenue of 13.04 billion yuan in 2024, with a market valuation exceeding 300 billion HKD [13][15] IPO Fund Utilization - Approximately 20% of the IPO proceeds will be used to diversify and strengthen the IP matrix, while another 20% will focus on product design and development [20]

Core Viewpoint - Beijing Lezi Tiancheng Cultural Development Co., Ltd. (Lezi Tiancheng) has submitted its listing application to the Hong Kong Stock Exchange, with Citigroup and Huatai International as joint sponsors [1] Group 1: Company Overview - Lezi Tiancheng is a leading IP toy company in China, owning over 100 proprietary and licensed IPs as of December 31, 2024 [2][3] - According to Zhi Shi Consulting, Lezi Tiancheng ranks second among multi-category IP toy companies in China by GMV for 2024, and third among all IP toy companies in the country [2] Group 2: Business Model and Strategy - The company is one of the few in the industry that operates a full industry chain, covering IP incubation and development, product design, flexible supply chain, and comprehensive sales channels [3] - Lezi Tiancheng employs a "central IP" strategy, multi-category operational capability, and full industry chain layout to continuously launch popular licensed IP products, including Crayon Shin-chan and Tom and Jerry [3] Group 3: Financial Performance - For the fiscal years 2022, 2023, and 2024, Lezi Tiancheng reported revenues of approximately RMB 462.9 million, RMB 482.3 million, and RMB 630.1 million, respectively [4] - The company experienced net losses and total comprehensive expenses of RMB 1.7 million, RMB 71.9 million, and approximately RMB 121.5 million for the same periods [4]