全文共1180字，阅读大约需要3分钟 值得注意的是，为控制客流门店实行预约制，未预约的顾客无法入场购物。即便入场后也会被限制15分 钟购物时间。门店工作人员告诉蓝鲸记者："每周一开放未来一周的预约，名额一般都是秒没，确实很 难抢。" 在现场排队的李燃（化名）告诉贝壳财经记者，她的预约"入场券"是找黄牛购买的。"今天第一天很火 爆，我自己9月1日预约了，根本抢不到，后来我在二手平台上买了一个预约码。今天我就是拿对方的微 在某二手交易平台上，早在发售前，已有"电子黄牛"在线销售"入场名额"以及提取加价预约所发售的毛 绒玩具，每个加价150至500元不等。 近日，英国伦敦的玩偶品牌Jellycat快闪店重返上海，掀起新一轮消费热潮。 据了解，Jellycat的产品定价普遍在百元以上，其中热门玩偶售价多在三百元至五百元之间，部分款式 价格可高达千元，而基础小型玩偶也需一百多元。 贝壳财经记者在快闪店现场看到，毛绒玩具是咖啡屋内常见的咖啡、烘焙品，消费者购买前，它们会被 放置在"烤箱"内候选；打包时，店员会角色扮演一样与消费者互动："请问您的蛋糕想加几层奶油？"然 后用蛋糕裱花器，为毛绒玩具添上里三层、外三层的空气"奶 ...

Core Viewpoint - The article discusses the unique business model of Jellycat, a toy brand that combines plush toys with an immersive experience, creating emotional value for consumers rather than just selling toys [5][10]. Group 1: Business Model and Consumer Engagement - Jellycat has opened a themed café in Shanghai where all items are plush toys designed to look like food, creating a playful and immersive environment for customers [3][7]. - The café experience includes interactive performances during the checkout process, enhancing the emotional connection between consumers and the products [9][10]. - The pricing for Jellycat products ranges from 300 to 400 yuan for individual items, with limited edition sets costing over 2000 yuan, indicating a strong demand despite higher prices [9]. Group 2: Emotional Value and Market Trends - The success of Jellycat is attributed to its ability to provide emotional value, acting as a "spiritual ibuprofen" for adults seeking to fulfill their inner child and alleviate stress [10][11]. - The brand's products allow consumers to engage in a form of "no-pain parenting," where they can care for plush toys without the complexities of real-life parenting [10]. - Data from the China Toy and Baby Products Association shows that Jellycat's sales exceeded Disney's during the 2023 Double Eleven shopping festival, with an average transaction price of 465 yuan [12].

Core Viewpoint - The success of Jellycat's plush toys is attributed to the emotional value they provide, particularly through the immersive "play house" experience that resonates with adult consumers' desire to escape reality and fulfill their inner child [10][12]. Group 1: Product Offering - Jellycat offers a variety of plush toys, including common animal shapes and everyday objects, categorized into different series [4]. - The unique aspect of Jellycat's products is the incorporation of a "ceremonial" experience, such as the themed café where all toys resemble food items, enhancing the overall consumer experience [7]. Group 2: Consumer Engagement - The buying process at Jellycat includes interactive performances, such as candle lighting on plush cakes and tea preparation, creating a sense of ritual that appeals to consumers' nostalgia and emotional needs [10]. - Consumers perceive Jellycat toys not merely as playthings but as "children" that they care for, fulfilling a sense of purpose and control in their lives [11]. Group 3: Market Performance - During the 2023 "Double 11" shopping festival, Jellycat's sales surpassed Disney, establishing it as a leader in the plush fabric category, with an average transaction price of 465 yuan [12]. - In March 2024, data from Tmall indicated that products priced above 400 yuan accounted for 14.1% of sales, with Jellycat's "Pirate Dog" plush toy achieving a remarkable average transaction price of 2759 yuan, ranking as the best-selling item [12]. Group 4: Emotional Connection - The immersive "play house" environment created by Jellycat allows adults to temporarily escape their worries, fulfilling a psychological need for comfort and emotional healing [12]. - The appeal of Jellycat and similar brands lies in their ability to satisfy consumers' emotional needs, making them key players in the toy and IP economy [13].

Core Viewpoint - The rise of emotional consumption is a natural outcome of economic development, marking the beginning of a "spiritual consumption era" in China, where consumers seek emotional resonance and identity recognition rather than just functional value from products [1] Group 1: Emotional Consumption Dynamics - Emotional-driven consumer behavior creates a resonance between cultural and commercial potential, exemplified by the transformation of ordinary items into premium symbols through storytelling and emotional connections [2] - Brands like Jellycat leverage interactive emotional marketing to create a high emotional experience chain, differentiating themselves in the plush toy market and driving consumer enthusiasm [2] - Cultural identity enhances brand value, as seen with brands like Laopuhuangjin, which evoke a sense of cultural belonging and identity among consumers, challenging international luxury brands [2] Group 2: Investment Strategies - The investment strategy emphasizes capturing strategic opportunities brought by emotional functionality in both new and traditional sectors, with a focus on the beta opportunities in the trendy toy, gold jewelry, and urban outdoor markets [3] - Catalysts for stock price increases include the iteration of major products, the opening of high-potential stores, and the listing of new consumer companies [3] Group 3: Sector Insights - Trendy Toys: The Chinese pan-entertainment industry is projected to grow by 30% in 2024, with significant potential for IP development and consumption, particularly in blind boxes and collectible cards [4] - Gold Jewelry: Brands like Laopuhuangjin and Chow Tai Fook are moving away from traditional processing fees to offer products that satisfy high-net-worth consumers' needs for craftsmanship and cultural identity [5] - Urban Outdoor: The urban outdoor sector is emerging as a new lifestyle choice, expected to grow at a CAGR of 15% from 2024 to 2029, with brands like Anta Sports leading the way [6]

"营造一个安全的地方，周围都是笑脸。" 文丨徐煜萌 编辑丨钱杨 印尼西爪哇省苏横区，绿顶白墙厂房的厂房外，三名围着粉色头巾的女工倚着小桌聊天。每天有 1700 名工人走进这 里，大部分是女性。 白炽灯下，她们弯腰在激光切割机前，将韩国进口的毛绒面料切出一小片一小片的圆形。在另一间更大、更高的厂房 里，数百位女工戴着口罩，密集地坐在一排排木椅上，为玩偶塞进填充棉，缝合身体部位，然后处理眼睛和鼻子。 这是英国毛绒玩具公司 Jellycat 过去十年最大工厂 PT Sheba Indah——它也是韩国公司 Sheba Toys 的两家海外工厂之 一。 每天，她们做好的玩具被装上工厂外等着几辆挂车，每个集装箱装近 800 只毛绒玩偶。随后，这些印着中远海运标志 的挂车驶向雅加达港，货物被卸下，装载上船，送往全球各地。 Jellycat 生产环节的一切都遵循成熟、常规的现代工业生产体系：韩国制造企业比中国同行更早开始承担欧美转移出 来的毛绒玩具订单，当地生产的中高端面料也比欧洲产的便宜；东南亚工人的薪资远低于中国，在这里生产的商品销 往欧美享有关税优惠；中远海运是拥有全球最大的商船队，能提供最经济的运力。 但随着集装箱 ...