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LABUBU掀起抢购热潮,年轻人为何还在买单“饥饿营销”?潮玩行业合规发展路径探索
3 6 Ke· 2025-06-25 09:43
Core Insights - The article discusses the explosive popularity of the LABUBU series from Pop Mart, highlighting its transformation from a niche toy to a cultural phenomenon driven by celebrity endorsements and emotional value [1][8][12]. Group 1: Market Performance - LABUBU's revenue surged from 263 million yuan in 2022 to 3.68 billion yuan in 2023, and is projected to exceed 3 billion yuan in 2024, marking a year-on-year growth of 726.6% [5]. - Pop Mart's overall revenue reached 13.04 billion yuan in 2024, with LABUBU significantly contributing to this growth [5][7]. - As of June 6, Pop Mart's market capitalization was 328.8 billion HKD (approximately 301.2 billion yuan) [7]. Group 2: Celebrity Influence - The popularity of LABUBU was significantly boosted by Thai celebrity Lisa's social media posts, leading to increased demand in both domestic and international markets [8]. - Other celebrities, including Rihanna, have also been spotted with LABUBU products, further enhancing its status as a social currency [8]. Group 3: Emotional and Psychological Factors - The "variable reward mechanism" of blind boxes creates a gambling-like thrill, making the unboxing experience addictive [9]. - LABUBU's design features, such as its childlike characteristics, resonate with consumers' preferences for cute items, while its rebellious aesthetic connects with urban youth culture [9]. Group 4: Marketing Strategies - Pop Mart employs "hunger marketing" tactics, creating scarcity through limited releases, which has successfully positioned LABUBU as a luxury item [10]. - The brand's limited editions come with certificates and artist signatures, enhancing their perceived value and desirability [10]. Group 5: Ecosystem Development - The popularity of LABUBU has led to a self-sustaining commercial ecosystem, with secondary markets thriving and generating additional revenue streams [11]. - Social media platforms have become vital for promoting LABUBU, with unboxing videos garnering millions of views and driving consumer engagement [11]. Group 6: Challenges and Concerns - The surge in demand has led to incidents of violence and chaos during product launches, prompting Pop Mart to suspend sales in certain locations [14]. - Quality control issues have emerged, with numerous consumer complaints regarding manufacturing defects, raising concerns about the brand's reputation [15]. Group 7: Future Outlook - The article draws parallels between LABUBU and Bearbrick, suggesting that LABUBU may face similar challenges in sustaining its popularity amid market saturation and counterfeit products [16][17]. - Recommendations for sustainable growth include enhancing brand storytelling, improving anti-counterfeiting measures, and fostering community engagement among consumers [18][19][20][21].
LABUBU大火!消费者应警惕文化消费的过度金融化倾向
Sou Hu Cai Jing· 2025-06-17 12:29
Core Insights - Pop Mart has established a significant position in the trendy toy market through continuous innovation in its IP and diverse product offerings, particularly with the LABUBU series, which has gained immense popularity among international celebrities on social media [1] - The strong market demand has led to a surge in sales of LABUBU's blind boxes and figurines on major e-commerce platforms, with popular items frequently sold out, indicating a growing supply-demand imbalance [1] - The secondary market has seen a phenomenon of premium resale for certain limited-edition items, with resale prices on second-hand platforms reaching 2 to 3 times the original price, exemplified by a unique mint-colored LABUBU selling for 1.08 million yuan at an auction [1] Market Trends - The unique nature of blind box products creates a situation where consumers often purchase multiple times without obtaining their desired items, further driving demand for specific LABUBU models on second-hand platforms [1] - Platforms like Xianyu have introduced rental services for LABUBU figures, catering to various scenarios such as photography and event decoration, with daily rental prices ranging from 30 to 80 yuan [3][10] - Since June, the search volume for LABUBU-related products on Xianyu has increased tenfold compared to May, and the transaction volume for rentals has doubled, indicating a growing trend in the rental market [10] Consumer Behavior - The rise of LABUBU's rental and premium trading models reflects a robust demand for trendy cultural consumption, with consumers opting for rentals to lower costs while still engaging with the product [10] - However, there are concerns regarding the significant price inflation of limited items in the secondary market, which may not reflect the actual value of the products, suggesting a potential bubble [10] - The current rental services lack standardized hygiene and damage compensation protocols, highlighting the need for consumers to confirm deposit return terms and product condition assessment processes [10]
谁在坐收LABUBU渔翁之利
Bei Jing Shang Bao· 2025-06-12 06:28
当泡泡玛特在股市上一骑绝尘时,旗下顶流IP LABUBU的高仿货也开始搅动市场,涌现出一批专卖"祖 国版"(高仿)LABUBU的商家。尽管有媒体报道,由于当地监管部门严打盗版,义乌市场LABUBU一 夜之间全部下架,但北京商报记者调查发现,目前LABUBU高仿市场依然火爆,以时新的LABUBU 3.0 前方高能系列为例,高仿版一端(6盒)价格一般在300-600元左右,甚至有含防伪码的高仿版卖到750 元/端,比594元/端的正品公价还贵。还有潮玩工厂自称同时出售正版及高仿版LABUBU盲盒,二者差 异主要在于防伪码和印刷细节。 法律界人士指出,做LABUBU高仿产品面临多种侵权责任,相关方也可能承担民事责任、行政责任甚 至刑事责任。同时,LABUBU高仿热背后也是对泡泡玛特IP版权保护的考验,限量发售和隐藏款刺激等 营销手段带来产品稀缺性的同时,也助长了黄牛和假货市场。如何减少高仿产品对IP长效运营的冲击, 进一步筑牢IP护城河将成为泡泡玛特的新课题。 北京商报记者了解到,在二手电商平台上,LABUBU 3.0前方高能系列原价单个99元的隐藏款,有商家 炒到3580元一个,还有商家拍卖出一个10000元的价 ...
存款5万送Labubu,网友吵翻了!隐藏款炒至2万元,收益率远超黄金,河南新首富换人
21世纪经济报道· 2025-06-10 00:09
据悉,这是平安银行近期在全国多地支行推出的一项面向"纯新客户"(之前未开立/销户满一年)的定期存款促销活动。新客户开立储蓄卡后, 存入超过5万元(人民币),定期3–6个月起,可获泡泡玛特热门潮玩IP"LABUBU"系列盲盒(1.0、2.0) 。 对此网友吵翻了,有人说"不敢苟同这设计""不明白稀缺性在哪里",有人说"人家凭这个成了河南首富""稀缺性只体现个人意愿"。 | "二生 后, 河南 10小时前 | 78 FT | | --- | --- | | 不敢苟同这设计 | | | ■ 日光,黑龙江 10小时前 | 15 36 | | 人家凭这个成了河南首富 | | | ■ 10小时前 | 15 51 | | 能流水线生产的东西,不明白稀缺性在哪里。 | | | 。 医 北京 8小时前 | 14 14 | | 你要知道,这世界上真正稀缺的东西本来就没有。 | 稀缺性只体现在个人意愿,你没有你想 | | 要,它就稀缺。 | | 作 者丨易佳颖 张欣 编 辑丨骆一帆 周炎炎 江佩佩 存款5万元送La bubu引发热议! 近日,社交媒体上有用户发文称,只要在银行存款就能获得La b ub u盲盒,吸引了大量关注。 据 ...