潮流性消费商业特点是产品火爆与否很难预测，火爆持续的时 间又通常很短。这种性质的生意适合怎样的经营逻辑？有没有 办法提高爆款出现的概率？如何尽量延长一款IP的生命周期？ 作者： 王高 张锐 封图：东方IC 在2025年的消费图景中，潮流性消费格外引人注目：泡泡玛特（POP MART）旗下LABUBU潮 玩引发全球抢购狂潮，线上店全线产品补货秒空，99元的盲盒在二手市场的溢价可以达10倍以 上。一款高131cm的薄荷色初代LABUBU潮玩，在拍卖会上卖出108万元的高价。 潮流性消费商业特点是产品火爆与否很难预测，火爆持续的时间又通常很短。这种性质的生意适合 怎样的经营逻辑？有没有办法提高爆款出现的概率？如何尽量延长一款IP的生命周期？ 值得注意的是，潮流性生意的核心特性和痛点是需求的不确定性和不可持续性，这都决定了这种生 意的关键运营逻辑：在产品走红后，最大化"榨取"流行价值。这与经典品牌营销范式中"保护品 牌，避免过度开发"的思路截然不同。潮流性品牌的经营逻辑未必适用于传统品牌的经营。 泡泡玛特的潮流生意 潮流玩具简称潮玩，又称艺术玩具（Art Toy）或设计师玩具（Designer Toy），是一种基于特 ...

Core Insights - The eighth China International Import Expo has successfully concluded, with many global consumer products quickly transitioning from "exhibition" to "merchandise" through various sales channels, enhancing consumers' quality of life [1] Group 1: Food and Beverage Innovations - Global quality food products showcased at the expo are now available in supermarkets and online platforms, allowing consumers to enjoy fresh and innovative food options [1] - Metro supermarket has launched a special section for expo products, featuring items like Spanish black pig ribs and Thai black tiger shrimp, which have quickly gained popularity among consumers [1] - Online sales are thriving, with products like Costa Rican volcano bananas and Ecuadorian red-skinned bananas being promoted through live streaming, attracting significant consumer interest [2] Group 2: Cultural and Emotional Products - Products inspired by traditional Chinese culture, such as LEGO's limited edition sets for the Year of the Horse, have captured the attention of consumers, blending tradition with modern creativity [3] - The classic IP series from Pop Mart, including SKULLPANDA, has shown strong market potential, with projected annual revenue of 1.31 billion yuan for 2024 [3][4] Group 3: Practical Solutions for Everyday Problems - Procter & Gamble has introduced a laundry solution combining laundry liquid and stain-removing powder, addressing common consumer frustrations with clothing maintenance [5] - The laundry liquid has achieved sales of 40,000 units on Tmall, while the stain-removing powder has sold 20,000 units, indicating strong consumer approval [5] Group 4: Health and Wellness Innovations - The AI massage robot developed by Rongtai Health offers a new way for consumers to relax at home, utilizing intelligent technology to provide personalized massage experiences [6] - The integration of technology in health care products is enhancing consumer convenience and driving the market towards high-quality development [6]