证券研究报告/投资策略 潮玩千亿赛道空间广阔，文化与全球化打开成长天花板 潮玩行业研究 投资要点 ➢ 行业步入发展新阶段，创新驱动特点凸显 当前，行业正处于发展期与成熟期的过渡阶段，创新驱动的作用愈发凸显。IP创 作不再限于单一艺术风格，而是深度融合国风文化、二次元、科幻、潮流艺术等 多元素材。科技融合成为产品体验升级的重要推手，AR/VR交互、AI个性化定制、 数字藏品等创新应用不断拓展潮玩的体验边界。商业模式也持续迭代，从盲盒为 主发展到预售、众筹、会员制、二手交易平台等复合体系。同时，中国潮玩企业 逐步摆脱传统代工角色，向价值链上游攀升，东莞、深圳等产业带已从"世界工 厂"转型为"IP创新策源地"，涌现出一批具备全球影响力的原创IP和品牌。 ➢ 文化赋能与商业创新共振，IP授权与原创设计双轮驱动 头部企业通过"自有IP+授权IP"构建庞大IP矩阵，如泡泡玛特持续孵化LABUBU、 MOLLY等原创IP并推出动画深化内涵，52TOYS则拥有35个自有IP及80个授权 IP，依据IP特性打造产品。在商业创新的推动下，品类创新与技术融合持续激活 市场。潮玩产品早不再局限于盲盒与手办，已扩展至拼装积木、毛绒玩具 ...

Core Viewpoint - The article discusses the rise of the "doll culture" among younger generations, particularly the post-00s and post-10s, who engage in a unique subculture centered around collecting and customizing dolls, creating a complete industry chain from design to resale [3][4]. Group 1: Industry Overview - The "doll culture" has evolved into a vibrant consumer sector, with various participants including IP creators, custom factories, and individual collectors, all seeking profit opportunities [17]. - The market for dolls, particularly cotton dolls and BJD dolls, has seen significant growth, with the market size for the Chinese trendy toy market expected to reach 110.1 billion yuan by 2026, with the "doll culture" contributing over 30% [22]. Group 2: Consumer Behavior - Young consumers, particularly those born in the 00s, view dolls as companions and emotional support, often relating the experience to raising a child or pet [15][16]. - The purchasing process for dolls is competitive, with limited editions often requiring quick buying skills due to "hunger marketing" strategies employed by manufacturers [14][19]. Group 3: Market Dynamics - The profitability of doll factories has been affected by increased competition, leading to a shift from mass production to more personalized, high-priced custom dolls [19][20]. - The article highlights the challenges faced by individual sellers (referred to as "doll moms"), including issues of trust and the risk of financial loss due to unfulfilled orders [21][22]. Group 4: Professional Opportunities - The rise of the "doll culture" has led to the emergence of niche professions such as custom doll makers and makeup artists, with some individuals earning substantial incomes [17][18]. - The article notes that the profitability of these roles has become more challenging as the market becomes saturated, requiring innovation and cost management to remain competitive [20][22].