"吃谷的尽头是BJD"。"娃圈的尽头是BJD"。 很难考证这种说法从何时而起。但过去一两年，各种印着IP图案的"谷子"逐渐演变为大规模泛滥之后，一类新的流行趋势正在抬头——BJD/MJD。 这是两种关节可动的人偶玩具，可以换装梳妆，可拆改组装，个性化玩法上限很高。 有人喜欢把玩偶塑造成喜爱的动漫游戏角色，追求极致还原；也有人热衷把原创设计的OC形象"带到现实里"；还有人更享受"养娃"，用一套套装扮，养 成自己心里那个独一无二的"他"…… 事实证明，自己"养"出来的才最"可贵"。有玩家告诉我，"入坑三个月花了三万，获得200+只娃、近百套娃衣，每天都可以抓一只放兜里带走，陪伴感很 强"。 这是不少圈内人的写照。大家一边感叹于「BJD会繁殖」，买了一个又一个，一边过起「月供800」的生活。 这种长情投入，也带来高情绪价值回报。BJD犹如一个黑洞，吸引着新客群，也卷走了钞票和时间。 这波热潮是如何兴起的？关键是，平价革命，一场"雪王式颠覆"正在发生。 "千元买不起，百元刚刚好" 据《小红书2025年度兴趣报告》，BJD成为年度最出圈兴趣爱好，与谷子、拼豆，并列为三大"流行扛把子"。 不过，如今市场口口相传的"BJD ...

Core Viewpoint - The luxury goods market is experiencing a shift as younger generations are increasingly favoring collectible toys (潮玩) over traditional luxury items, viewing them as a new form of self-expression and identity [1][4][20]. Group 1: Comparison of Luxury Goods and Collectible Toys - Collectible toys are seen as a new luxury system that resonates with the principles of traditional luxury goods, focusing on emotional connection and identity rather than mere price [2][20]. - Both luxury goods and collectible toys share similar underlying logic, such as non-utilitarian premium pricing, emotional attachment, identity differentiation, symbolic consumption, and scarcity mechanisms [3][20]. - The emotional and social functions of collectible toys are becoming increasingly important, as they provide a sense of belonging and personal expression for the younger generation [5][20]. Group 2: Cultural and Generational Shifts - The younger generation in China is moving away from traditional luxury brands, seeking unique cultural symbols that resonate with their personal experiences and social circles [4][5]. - Collectible toys are not merely imitations of luxury goods but represent a new cultural phenomenon that reflects local aesthetics and emotional expressions [10][20]. - The shift in consumer behavior indicates a broader cultural transformation where identity and emotional resonance take precedence over traditional markers of wealth and status [20][21]. Group 3: Brand and Narrative Construction - The branding of collectible toys is evolving to focus on character personality and emotional connections, moving away from traditional product-centric narratives [12][13]. - Collectible toys are creating expansive narrative universes that engage consumers beyond mere transactions, fostering community and shared experiences [13][20]. - The construction of a "spiritual luxury" through collectible toys emphasizes personal meaning and emotional investment rather than external validation from traditional luxury markers [20][21].