Core Insights - Labubu has emerged as a phenomenon in China's outbound branding, becoming a top IP in the cross-border e-commerce market [1][3][19] Group 1: Market Performance - Labubu has become the top search term on AliExpress ahead of the overseas 618 shopping festival, indicating its rising popularity [2][3] - Sales of the Labubu 3.0 series have surged globally, with year-on-year growth of approximately 800% in the U.S. and 600% in Europe [3][6] - Bubble Mart reported a significant revenue increase of 165%-170% in Q1 2025, with overseas market revenue growing by 475%-480% [6][7] Group 2: Product Popularity - Labubu-related products have seen a dramatic increase in search volume on Amazon, with "Labubu" entering the top ten search terms [8][9] - The most popular category is Labubu-themed clothing, with top-selling items achieving over a thousand sales in the past month [9][12] - Labubu's merchandise is also performing well on other platforms like Temu, with thousands of units sold [12] Group 3: Marketing and Branding - Celebrity endorsements from figures like BLACKPINK's Lisa and David Beckham have significantly boosted Labubu's visibility [17] - User-generated content on platforms like TikTok has created viral marketing effects, enhancing Labubu's brand presence [17] - Labubu's collaboration with local artists and brands, such as ZARA, has helped position it as a luxury accessory, increasing its market appeal [17][18] Group 4: Consumer Behavior - Labubu appeals to two main consumer groups: those seeking emotional fulfillment and those viewing it as an investment [18][19] - The pricing strategy in markets like the UK ranges from £13.5 to £50, with rare items reselling for hundreds of pounds on platforms like eBay [18] Group 5: Future Implications - The success of Labubu demonstrates the viability of an IP-centric business model for sustainable global operations [19]

以下文章来源于显微故事 ，作者显微故事编辑部 显微故事 . 大时代下，每一个小人物都值得被看到。 将投中网设为"星标⭐"，第一时间收获最新推送 坊间流传着"只要沾上了Labubu元素，根本不愁卖"的说法。 讲述者丨常宁宁 来源丨显微故事 你还没有拥有属于自己的labubu吗？ 在当下"健忘"的互联网浪潮中，倘若要问近几个月来谁能稳坐顶流之位，那答案大概率会指向 Labubu。 这一由泡泡玛特携手香港艺术家龙家升共同打造的虚构角色盲盒，其形象灵感源自精灵概念。 因为角色拥有着 9 颗极具标志性的牙齿、露出"贱贱"的表情，加上天性善良的设计，在女星Lisa的"带货下"，以巨大的反差萌成功捕获了无数人 的心。 它的火爆程度堪称现象级： 2024 年 7 月，泰国旅游局郑重授予 LABUBU "神奇泰国体验官" 的称号； 在英国，黄牛为了争抢 Labubu 盲盒不惜大打出手，场面一度失控，致使泡泡玛特不得不暂停其在英国的销售业务； 在今年四月发行的第三代 labubu，更是在全球范围内陷入断货危机，"一娃难求" 成为常态，各国都有"排长龙"的消息传来…… 嗅到商机的中国玩具商也乘势出击，推出了"祖国版Labubu"盲 ...