以下文章来源于21世纪商业评论 ，作者谢之迎 21世纪商业评论 . 《21世纪商业评论》敏感于一切商业新知、商业产品、商业模式和商业英雄，敏感于新公司的新玩意、 老公司的新改造、旧话题的新表达、老商业的新颠覆，为您提供最新鲜实用的商业养分。 大搞联名，追风谷子。 来源：21世纪商业评论 记者：谢之迎 编辑：鄢子为 宁波文具大佬娄甫君，开始卖"谷子"了。 6月上旬，其掌舵的得力，在上海和北京大悦城，落地二次元主题快闪店"甜心派对"。 《21CBR》记者在现场看到，大批少女漫画IP"守护甜心"的粉丝排队打卡。"花了几百元，买 了毛绒痛包挂件、留言夹、便签等'谷子'。 "有消费者表示。 学生们可以在得力 搜罗 到一堆周边，涵盖黄油小熊、蜡笔小新、时光代理人、葬送的芙莉莲 等知名IP。 拿"黄油小熊"来说，得力和其联名的SKU数量，超过100个，包括文具、玩具、手账和毛绒产 品，还有"谷子"界大热的痛包、徽章盲盒、摇摇乐、捏捏等产品。 618期间，两款黄油小熊文具礼盒热卖。 "谷子"谐音goods，指IP衍生周边，已是千亿级市场。联名各种动漫IP、推盲盒文具，这位低 调的浙江富豪找到流量密码。 64岁的娄甫君， 出了 ...

以下文章来源于21世纪商业评论 ，作者谢之迎 21世纪商业评论 . 《21世纪商业评论》敏感于一切商业新知、商业产品、商业模式和商业英雄，敏感于新公司的新玩意、 老公司的新改造、旧话题的新表达、老商业的新颠覆，为您提供最新鲜实用的商业养分。 大搞联名，追风谷子。 宁波文具大佬娄甫君，开始卖"谷子"了。 6月上旬，其掌舵的得力，在上海和北京大悦城，落地二次元主题快闪店"甜心派对"。 《21CBR》记者在现场看到，大批少女漫画IP"守护甜心"的粉丝排队打卡。"花了几百元，买了毛绒痛包挂 件、留言夹、便签等'谷子'。"有消费者表示。 "谷子"谐音goods，指IP衍生周边，已是千亿级市场。联名各种动漫IP、推盲盒文具，这位低调的浙江富豪 找到流量密码。 64岁的娄甫君，出了新招，其生意版图，跃出文具，涉足打印设备、办公家具、体育用品等。 多点发力，"2024中国制造业企业500强"榜单显示，得力集团营收升至402亿元，堪称文具行业一哥。 01 输出情绪 娄甫君，做起年轻人的情绪生意。 学生们可以在得力搜罗到一堆周边，涵盖黄油小熊、蜡笔小新、时光代理人、葬送的芙莉莲等知名IP。 拿"黄油小熊"来说，得力和其联名的SK ...

Core Insights - The "Croc" market is experiencing increased competition with various brands entering the space, including Skechers, Kappa, Semir, and TATA, alongside traditional footwear brands and private labels [1][4][7] Company Performance - Crocs' revenue for Q1 2025 was $937 million, showing a slight increase of 1.4% year-over-year when adjusted for fixed exchange rates [2] - Direct-to-consumer revenue grew by 2.3%, with Crocs brand revenue increasing by 2.4% to $762 million, reflecting a 4.2% growth when adjusted for fixed exchange rates [2] - Despite overall revenue growth, Crocs is facing a slowdown, with brand revenue growth rates decreasing from 14.6% in Q1 2024 to 4.0% in Q1 2025 [3] - The company has withdrawn its revenue forecast for 2025 due to uncertainties in the global trade environment and consumer behavior [3] Market Trends - The entry of brands like Warrior and TATA into the "Croc" market indicates a trend towards diversification and increased competition [4][8] - Warrior's new line of "Croc" shoes is priced around 50 yuan per pair, appealing to budget-conscious consumers, with sales exceeding 10,000 units [6] - The market is seeing a variety of styles and price points, with traditional brands offering "Croc" shoes priced above 100 yuan, while private labels offer options for as low as 39.9 yuan [6][7] Product Innovation - The "Croc" market is evolving with innovative designs, moving beyond traditional styles to include unique features and aesthetics, such as Mary Jane and Birkenstock-inspired designs [11][13] - Crocs is also expanding its product line with new styles like flat shoes, wedge sandals, and other footwear options to cater to diverse consumer preferences [13]

Core Viewpoint - The popularity of the collectible toy brand Labubu has surged globally, with celebrities endorsing it, leading to a significant increase in demand and subsequent issues with scalpers [1][4][11] Company Developments - TOP TOY, a collectible toy brand under Miniso, is reportedly seeking to go public in Hong Kong, having engaged JPMorgan and UBS for its IPO process [1][4] - TOP TOY aims to introduce new investments from sovereign wealth funds before selling shares, marking its second attempt at an IPO since March [1][4] - The brand was established in December 2020 and has expanded its product offerings significantly, with around 11,000 SKUs by the end of last year [4] Financial Performance - TOP TOY's revenue for 2024 is projected to grow by 44.71% to 984 million RMB, with GMV increasing by 41.04% to 814 million RMB [4][5] - The total number of transactions increased by 56.71% to approximately 19.9 million, although the average transaction value decreased by 9.73% to 109.5 RMB [4][5] - Compared to competitors, TOP TOY's performance lags behind leading companies like Pop Mart, which reported revenues of 13.038 billion RMB in 2024 [4][6] Market Position and Strategy - TOP TOY's self-owned IP accounts for a low single-digit percentage of its revenue, relying heavily on third-party brand products [6][8] - The company plans to differentiate itself by focusing on global IPs rather than developing its own, aiming to create products through reinterpretation of existing popular IPs [8][9] - TOP TOY has ambitious plans to open over 1,000 stores globally within five years, with expectations that overseas sales will exceed 50% of total sales [9][10] Competitive Landscape - The collectible toy market is competitive, with companies like Pop Mart and 52TOYS also pursuing IPOs and expanding their market presence [1][11] - Pop Mart's revenue from overseas markets has seen significant growth, indicating a trend among collectible toy brands to expand internationally [10][11]

记者 施晨露 舒抒 "终于看到'妹宝'了，好爱女明星！""抢在快闪店刚开业就去了，预约过还排了一个多小时队。" "妹宝"是粉丝对"黄油小熊"的昵称。4月下旬起，一场"黄油小熊"风暴席卷徐家汇商圈。这场以"百 变时尚秀"为主题的"黄油小熊"上海首展不仅在港汇恒隆广场带来百余款周边商品，更将整个商场改造 成"黄油小熊"的"秀场"。从商场外广场的"黄油小熊"唱跳舞台、合影照相框到占据中庭的限时快闪店， 巨幅海报从天而降，甚至连电梯轿厢都换上了"黄油小熊"装扮。 "整个商场都'痛'起来了！"喜爱"黄油小熊"的年轻人在这样的氛围里流连忘返。源于日本二次元群 体的"痛文化"，是指用喜爱的动漫周边做装饰，且通常装饰面积巨大、视觉冲击强烈。 今年"五一"假期，不仅《崩坏：星穹铁道》《明日方舟》等游戏在上海举办多场演唱会，"黄油小 熊""哆啦A梦""樱桃小丸子"等IP快闪活动也与各商业街区活跃联动。 这种基于二次元文化的消费体验，有哪些门道？ "黄油小熊"走红有公式 "Butterbear黄油小熊"是泰国一家甜品店的IP形象。甜品店虽还未开到中国，但去年起，"黄油小 熊"就已在国内社交媒体上火了起来。这只围着围裙、面带微笑跳舞 ...

活动在京东总部园区落地"吃喝玩乐"主题IP游乐园，涵盖迪士尼史迪奇、泰国黄油小熊、Hello Kitty等国际IP，设置甜心告白、萌宠治愈等11大主题打卡 点，将职场空间转化为潮流社交场景。京东超市依托自营模式整合伊利、元气森林等百余家品牌资源，为IP方提供从选品到落地的全链路服务，品牌方无需 额外投入即可共享平台流量。 据悉，活动期间，京东超市联动迪士尼、泡泡玛特、三丽鸥等17个头部IP打造沉浸式游乐园，并同步上线1元抢联名好物、满199减100等福利，首创行业规 模化IP营销新范式。 【环球网科技综合报道】当代年轻人购物呈现多元化需求，"情绪经济"打开新的消费空间。据咨询机构MobTech研究院发布的《情绪经济消费人群洞察报告 （2024）》显示，2024年为情绪价值和兴趣买单成为年轻人消费的首要理由，占比超过40.1%。 "IP不仅是品牌增长的密钥，更是消费升级的桥梁。"京东超市相关负责人在5 月8日举办的"京东吃喝玩乐季"启动会上表示，京东超市作为行业领先的电商平 台，一直在布局IP和产品的深度结合，未来，将继续强化自营模式优势，联合更多IP方共建生活化营销场景，让IP产品更好触达用户的深层精神需求， ...

万达电影：旗下时光网与泡泡玛特等头部IP合作 金十数据5月8日讯，万达电影在互动平台表示，公司旗下时光网致力于IP全链路运营和产业布局整合， 目前已与《原神》《第五人格》、泡泡玛特"BabyMolly"、"黄油小熊"、"呆萌町"等头部IP开展联名合 作，相关SKU达百余款。通过激活年轻客群消费需求，提升非票收入，降低公司对降低对电影大盘的依 赖。未来，时光网将持续丰富IP版权池，向潮玩艺术品、消费品、虚拟生态等多领域输出，进一步提升 公司内在投资价值。 ...