Core Insights - The future success of e-commerce in the next decade hinges on the ability to create a "non-negotiable" choice logic through "rule sincerity + scenario innovation + value scarcity," making "being continuously chosen" a more important growth metric than GMV [2] Group 1: Market Trends - The consumer market is showing resilience, with data indicating significant growth in the collectible toy industry, where several merchants have surpassed 100 million in sales, and many others have seen triple-digit year-on-year growth [2] - The 618 shopping festival has seen platforms like Tmall simplifying promotional rules, which has led to increased consumer enthusiasm and sales across various categories, including beauty and electronics [3][4] Group 2: Strategy Innovation - Tmall's shift from complex discount structures to straightforward price reductions has reduced consumer decision-making costs, leading to a notable increase in sales across categories such as 3C digital products (up 37.1%) and home appliances (up 21%) during the 618 event [4][5] - The introduction of "TaoBao Flash Sale" combines online shopping with instant service, catering to the demand for convenience among younger consumers [7] Group 3: Ecosystem Reconstruction - Brands like Mr. Ji's home goods and DuoDuoMian's seamless underwear are leveraging the open ecosystem of platforms like Tmall to achieve significant growth, demonstrating the power of content-driven marketing and community engagement [13][17] - Tmall's 2025 strategy focuses on supporting quality and original brands through various incentives, aiming to create a multi-faceted growth path for merchants [18] Group 4: Long-term Vision - The evolution of e-commerce competition is shifting from user acquisition to value creation, with Tmall emphasizing the importance of consumer trust and experience differentiation [21][22] - The integration of AI and cloud computing technologies is transforming the supply chain and consumer engagement, indicating a strategic pivot towards sustainable growth models in the e-commerce sector [22][23]

以下文章来源于每日人物 ，作者每人作者 每日人物 . 轻商业，懂生活。 来源丨每日人物（ID： meirirenwu ） 作者丨李 清扬 奢侈品搭配Labubu售卖，Jellycat玩偶最贵能卖到7999元，在万物皆可毛绒化的当下，毛绒博主已 经成为一个专门的赛道。有人随手发了一个自制毛绒玩具的过程，就收获粉丝，开始推出IP，收入是 以前上班的7倍。 编辑丨张轻松 图源丨Midjourney 除了服装品牌和原创设计品牌，博物馆、寺庙、医院、餐饮业、想搞副业的年轻人，五花八门的创业 者追随着这股热潮，投身毛绒玩具市场，希望打造自己的IP。资本也在寻找标的，押注下一个 Labubu。有人创业不到一年，就拿到红杉资本的投资。 软乎乎的毛绒玩具，为何能在当下引发这么大的热情？ 万物皆可毛绒玩具 毛绒玩具有多火？今年4月的一场潮玩展会，彻底改变了潮玩博主露薇对毛绒行业的认识。 她之前主要关注赛道是积木，对毛绒一直不感兴趣，"有人建议做毛绒玩具分享，我觉得有点幼稚"。 展会上，冲击首先来自排队场面。一家名叫"吾独友偶"的毛绒玩具快闪店前，密密麻麻挤满了排队的 人。那是一家专做国风玩偶的国产毛绒品牌，玩偶形象多以中国传统文 ...

Core Viewpoint - The plush toy market is experiencing a significant surge, attracting a diverse range of entrepreneurs and capital investment, with the potential for high returns on investment and emotional value for consumers [5][14][25]. Group 1: Market Dynamics - The plush toy industry has seen a rise in interest from various sectors, including museums, restaurants, and young entrepreneurs, all aiming to create their own IPs [5][14]. - The market is characterized by low entry barriers, with many new brands emerging rapidly, leading to a competitive landscape where a successful IP can yield substantial profits [14][40]. - The global plush toy market is projected to exceed $10 billion in 2024, with an annual growth rate of approximately 15% [25]. Group 2: Consumer Behavior - Consumers, particularly young people, are increasingly purchasing plush toys not just for children but as emotional support items, reflecting a desire for comfort and nostalgia [20][21]. - The trend of treating plush toys as companions has led to significant spending, with some individuals investing tens of thousands in brands like Jellycat [20][22]. - The emotional value associated with plush toys is becoming a key driver of consumer behavior, with many individuals using them as a means to cope with stress and anxiety [24][25]. Group 3: Entrepreneurial Opportunities - Entrepreneurs are capitalizing on the plush toy trend, with some achieving rapid success and attracting venture capital investments within a year of starting their businesses [5][18]. - The market's low production costs and the ability to create products with minimal investment make it an attractive option for new businesses [40][41]. - Many entrepreneurs are leveraging social media to promote their plush toys, with viral marketing playing a crucial role in their success [40][42]. Group 4: Industry Challenges - Despite the apparent opportunities, the influx of new entrants is leading to increased competition, making it harder for individual brands to stand out [40][44]. - The production process can be challenging, with entrepreneurs often facing difficulties in communication and negotiation with manufacturers [41][44]. - The rise of AI-generated designs poses a potential threat to traditional plush toy creators, as companies may opt for cheaper, AI-driven solutions [44][47].