泡 泡 玛 特 旗 下 IP Labubu 以 黑 马 之 姿 席 卷 潮 玩 市 场 ， 2024 年 营 收 暴 增 726.6% ， 占 公 司 总 营 收 23.3%。消费者抢购Labubu甚至引发门店冲突、二手市场溢价数倍。外界不禁质疑：泡泡玛特确实 在努力扩产，还是在有意控制产量以维持稀缺性？ 泡泡玛特的烦恼 今年以来，泡泡玛特旗下IP Labubu一直供不应求。为了这个大眼睛、露牙齿的小精灵们，消费者们 彻夜排队购买、斥巨资溢价收购二手产品。Labubu的火爆让泡泡玛特体会到了当顶流的滋味，但随 之而来的烦恼也开始了。 由于太过热销，Labubu甚至是其他产品线的商品陆续出现了缺货、延迟交货等。近日，在社交平台 上有消费者表示，此前在泡泡玛特官方渠道购买的潮玩产品，未能如订单所显示的最晚发货时间进行 发货。第一财经记者注意到，本次泡泡玛特延迟发货涉及多个系列的产品。不仅仅是热门的THE MONSTERS（包含Labubu）系列，SKULLPANDA等系列也有出现类似情况。针对这一问题，泡 泡玛特公告称，抽盒机小程序公告显示，由于近期订单量激增，部分订单未能及时发货。当前该品牌 正在紧急发货中，预 ...

泡泡玛特的烦恼 今年以来，泡泡玛特旗下IP Labubu一直供不应求。为了这个大眼睛、露牙齿的小精灵们，消费者们彻夜排队购买、斥巨资溢价收购二手产品。Labubu的火 爆让泡泡玛特体会到了当顶流的滋味，但随之而来的烦恼也开始了。 由于太过热销，Labubu甚至是其他产品线的商品陆续出现了缺货、延迟交货等。近日，在社交平台上有消费者表示，此前在泡泡玛特官方渠道购买的潮玩 产品，未能如订单所显示的最晚发货时间进行发货。第一财经记者注意到，本次泡泡玛特延迟发货涉及多个系列的产品。不仅仅是热门的THE MONSTERS （包含Labubu）系列，SKULLPANDA等系列也有出现类似情况。针对这一问题，泡泡玛特公告称，抽盒机小程序公告显示，由于近期订单量激增，部分订 单未能及时发货。当前该品牌正在紧急发货中，预计将在7天左右发出。 业内有声音认为，泡泡玛特或许深谙"饥饿营销"之道。 一位玩具行业人士对第一财经分析称，泡泡玛特对于IP的发展规律有一定的经验，不少IP的受欢迎程度会在短期增长后回归平稳，都会经历过"爆红-溢价-退 热"的周期。如果短期内专门开模、扩产线，长远来说不利于成本的控制。 东莞一家玩具工厂相关人士 ...

Core Viewpoint - Shanghai is launching the 2025 "Shanghai Summer" International Consumption Season to enhance its global appeal as an international consumption center, focusing on attracting inbound tourists during the summer [1] Group 1: Event Overview - The 2025 "Shanghai Summer" season officially started on July 4, 2023, and aims to promote summer inbound consumption through various activities and unique products [1] - Key themes for this year's event include summer vacations, family activities, cultural tourism, and sports events, providing a rich array of experiences for visitors [1] Group 2: LEGO Land Opening - The newly opened LEGO Land in Shanghai is a major attraction, being the largest among the 11 LEGO parks worldwide, and it officially opened on July 5, 2023 [4] - On its opening day, popular rides had wait times exceeding 40 minutes, with the LEGO Big Roller Coaster reaching 105 minutes [4] - The park has seen a fivefold increase in search volume on travel platforms since June, and ticket sales for the opening day sold out quickly [4] Group 3: Visitor Experience Enhancements - LEGO Land is offering promotional activities, including half-price dining for visitors during July and August, and gift packages for children under 12 [4] - The park's location in Jinshan District allows easy access to major cities like Hangzhou and Suzhou, potentially attracting a large number of visitors from a population of around 100 million [4][5] Group 4: Consumer Trends and Economic Impact - The event reflects current consumer trends, with a focus on trendy IP and cultural products, leading to significant economic benefits, such as a 40% increase in foot traffic at the 百联创趣场 shopping center last year [6] - Brands like Pop Mart are participating in the event, launching themed pop-up stores and exclusive exhibitions [6] Group 5: Improvements for International Tourists - The 2025 "Shanghai Summer" has made notable improvements for international tourists, including multilingual services and a city custom card for easier access to transportation and shopping [8] - The scope of the tax refund program has expanded to 1,391 locations, with self-service machines and electronic payment options introduced [8] Group 6: Growth Metrics - Last year's "Shanghai Summer" saw a 42.2% increase in the number of international visitors and a 68.2% rise in foreign card spending [10] - From January to June 2023, Shanghai welcomed 4.248 million inbound tourists, a 38.5% year-on-year increase, and saw an 85% rise in sales of tax-refunded goods [10]

Core Insights - The 2025 "Shanghai Summer" International Consumption Season aims to boost inbound tourism and consumption, showcasing Shanghai's summer vitality and charm [1][2] Group 1: Inbound Tourism and Consumption Growth - The first "Shanghai Summer" event achieved significant results, with inbound traveler numbers increasing by 42.2% and foreign card consumption rising by 68.2% [1] - From January to June, Shanghai welcomed 4.248 million inbound tourists, a year-on-year increase of 38.5%, and saw a remarkable 85% growth in tax refund sales for goods [1] - The rapid rise in inbound consumption is expected to diversify market demand in Shanghai [1] Group 2: Event Highlights and Focus Areas - The 2025 "Shanghai Summer" will focus on attracting global travelers through a combination of activities, products, services, and policies, tailored to different regional characteristics [2] - This year's event will feature a broader brand participation, diverse activities, and precise demand matching, including the introduction of city-customized events by well-known domestic and international brands [2] - Notable activities include the "潮玩之夏" IP series by Pop Mart, a limited-time experience space by Van Cleef & Arpels, and the integration of Lululemon's "Summer Challenge" event [2] Group 3: Targeted Audience Engagement - The event will introduce the "LEGO World Fun Festival" targeting family audiences, synchronized with global events in London, Berlin, and Boston [3] - For younger audiences, the inaugural "Shanghai Summer International Animation Month" will feature three major anime exhibitions and special ticket sales [3] - The 2026 Spring/Summer Shanghai Fashion Week is expected to attract over 80,000 industry elites and thousands of overseas guests, while major sports events like the World Rowing Championships and ATP Shanghai Masters will also take place [3]

记者：袁璐 如遇作品内容、版权等问题，请在相关文章刊发之日起30日内与本网联系。版权侵权联系电话：010-85202353 线上社交化营销模式成为品牌增长的关键引擎。数据显示，泡泡玛特在Lazada上超过三分之一（34%） 的线上销量，源于其与来自当地联名创作者，包括带货主播、潮玩达人以及和各种网红的合作推广。该 电商平台表示，将持续加强对创作者生态的投入，计划联合头部网红，为中国出海品牌策划更多直播活 动。 Lazada（来赞达），是东南亚地区最大的在线购物网站之一，自2012年成立以来目标市场聚焦印度尼西 亚、马来西亚、菲律宾、新加坡、泰国和越南等，自2016年起成为阿里巴巴集团东南亚旗舰电商平台。 来源：北京日报客户端 北京潮玩企业泡泡玛特出海不断取得突破。7月1日，记者获悉，自2023年加入东南亚主要电商平台 Lazada的品牌商城LazMall后，该企业在东南亚市场销售额增长超过5倍，发展势头强劲。 据悉，为延续这一增长势头，泡泡玛特近期选择在LazMall独家发售两款全球限量版潮玩，并同步推出 第二代SKULLPANDA（骷髅熊猫）毛绒玩具系列，持续吸引当地消费者关注。 东南亚地区拥有庞大的年轻消 ...

Group 1: Market Overview - The global IP toy market is expected to reach a GMV of 525.1 billion yuan in 2024, with China and Southeast Asia projected to achieve GMVs of 75.6 billion yuan and 18.1 billion yuan respectively, and CAGRs of 17.2% and 20% from 2024 to 2029 [1] Group 2: Upstream IP Development - Pop Mart's original IPs have gained global popularity, expanding from Molly in 2017 to multiple successful IPs by 2022, with projected revenues of 8.08 billion yuan from the top five IPs in 2024, a year-on-year increase of 130.7% [1] - The fastest-growing IPs include The Monsters, Hirono, and Molly, with growth rates of 726.6%, 106.9%, and 105.2% respectively [1] - Alibaba's IP licensing platform, Aliyu, has signed contracts with hundreds of quality IPs since its establishment in 2016, leveraging Alibaba's e-commerce platform to connect brands and consumers [1] Group 3: Midstream Development - KAYOU leads the domestic card game industry with a GMV of 18.7 billion yuan in 2024, capturing a market share of 71.1% [2] - BLUKO has emerged as the top player in the building block toy sector with a GMV of 1.7 billion yuan in 2023, holding a market share of 30.3% [2] - Copper Master, a leading brand in copper cultural and creative products, is projected to exceed 500 million yuan in GMV in 2024, with a market share of 35% [2] - 52TOYS operates with both proprietary and licensed IPs, planning to have 35 proprietary IPs and 80 licensed IPs by the end of 2024, with over 500 new SKUs launched annually [2] Group 4: Downstream Channels - Pop Mart has set a benchmark for direct sales models, increasing its number of stores from 329 to 401 between 2022 and 2024, while TOPTOY's stores grew from 8 to 40 [3] - In 2024, the GMV for Pop Mart and TOPTOY stores in mainland China is expected to be 3.83 billion yuan and 1.15 billion yuan respectively, with single-store revenues of 10.02 million yuan and 5.42 million yuan [3] - The success of Pop Mart is attributed to the strong sales of its proprietary IP products like The Monsters and Molly, resulting in significantly higher store efficiency [3]

近日，在社交平台上有消费者表示，此前在泡泡玛特官方渠道购买的潮玩产品，未能如订单所显示的最 晚发货时间进行发货。 在泡泡玛特官方抽盒机小程序直播间中，亦有网友留言表示，希望直播间主播帮忙跟进延迟发货等情 况。直播间主播以直播间为售前部门为由，建议网友咨询售后客服解决。但网友表示，售后客服并未能 很好地解决问题。有消费者日前也向记者反馈，原本应该在这几天收货的泡泡玛特商品并未到货。 有用户直指泡泡玛特发货机制为"霸王条款"。该用户在6月23日发起投诉，6月11日于微信小程序点击发 货，约定的72小时发货变成7天左右，最终13天都还未发货，联系客服只答复尽快发货。用户表示若再 未在当天发货，将起诉品牌的不合理条约。该条投诉已在当天得到品牌回复，该用户最终表示涉诉问题 已解决。 出现延迟发货的情况，到底是与近期促销订单激增有关，还是与网友猜测的产能跟不上有关？记者就这 一问题向泡泡玛特求证，公司暂无回应。 至于订单已排到9月的热门预售产品，Labubu前方高能系列的产能是否能如约完成发货，泡泡玛特公司 也暂无回应。此前记者从知情人士处获悉，泡泡玛特的工厂主要在广东省东莞市，急剧增长的需求已让 泡泡玛特感受到了压力， ...

Group 1 - The core viewpoint of the articles highlights that Generation Z consumers prioritize emotional connection and identity expression over traditional utility in their purchasing decisions [1][2][3] - Generation Z, defined as those born between 1995 and 2009, represents over 2.4 billion individuals globally, accounting for approximately 32% of the world's population, with a significant presence in Asia, Latin America, and Africa [2] - The purchasing logic of Generation Z is more emotional and expressive, favoring products that resonate with their identity rather than those that are merely functional [2][3] Group 2 - Generation Z's favorite purchases include items that express individuality, emotions, and a sense of participation [5] - In the realm of trendy toys, 75% of Bubble Mart's global consumers are aged 18-29, with over 65% being overseas Generation Z users, indicating a high repurchase rate of 42% compared to other age groups [6] - The emotional engagement of Generation Z has transformed the consumption logic, where they view trendy toys as a means of emotional expression rather than static collectibles [6] Group 3 - In the beauty sector, Generation Z is shifting from "tool-based consumption" to "expression-based consumption," valuing packaging design and cultural relevance over product efficacy [8] - Over half of Generation Z consumers are willing to pay a premium for products that express their individuality, with TikTok trends emphasizing emotional and visual storytelling [8] - Fast fashion consumption among Generation Z is characterized by frequent purchases of small, interchangeable items rather than high-priced basics, reflecting their desire for self-expression [9] Group 4 - Brands targeting Generation Z must consider whether products are "shareable" on social media, as over 58% of this demographic prioritize items that can be showcased online [11] - The competition in categories like trendy toys and cosmetics is not solely based on price or intellectual property but on the ability to create products that resonate with Generation Z's desire for social media sharing [12] - The concept of "co-creation" is essential, as Generation Z prefers to engage with brands that allow them to participate in content creation and storytelling [13] Group 5 - The lifecycle of popular products is shortening, necessitating a greater variety of SKUs and faster response times to trends, as evidenced by Bubble Mart's strategy of testing new characters on TikTok before mass production [16] - The supply chain dynamics have shifted from data-driven inventory management to trend-responsive strategies, emphasizing the importance of understanding Generation Z's preferences and emotional expressions [17] - Successful international expansion requires brands to deeply understand Generation Z's desires and expressions, focusing on emotional resonance rather than traditional advertising [17]

以下文章来源于AI蓝媒汇 ，作者颜叶 AI蓝媒汇 . 知名AI、互联网产业报道新媒体。 将投中网设为"星标⭐"，第一时间收获最新推送 黄牛对泡泡玛特有着特殊的"贡献"。 作者丨颜叶 编辑丨 魏晓 来源丨 AI蓝媒汇 从单个标价近500元、溢价近5倍，到价格回归至120元、比原价高出不到30元，泡泡玛特借由 Labubu引发的市场狂欢从火热到消退仅用了半个月。 不过，泡泡玛特却实打实地赢得了一场华丽的翻身仗。 徐辉还记得，Labubu"前方高能"系列上线的第一天，他在某新一线城市跑了三家泡泡玛特店铺，每 家店的门口都无一例外地聚集了几十个黄牛，这些黄牛手里拎着几大袋整盒端的Labubu盲盒，站在 店门口吆喝着就地高价转卖。 原价99元的Labubu经他们一倒手，直接开价200元起，隐藏款更是直接飙到了千元以上，这让徐辉 觉得既生气又无奈。"买了泡泡玛特两三年，每次一有热款上新，货就都进黄牛手里。我们真玩家不 等个半年都不算完。" 令徐辉没想到的是，这仅仅是这波泡泡玛特大热的序幕。此后的一段时间，Labubu不仅价格在二手 市场飙升几倍，还实现了上市以来最大规模的出圈。 一时间，不少人都以拥有Labubu为荣。泡 ...

小摩认为，泡泡玛特引领中国快速增长的IP商品市场。其公司拥有强大的100多个自有及授权IP组合， 经营521家自有零售店和2,472个机器人商店，遍布30多个国家，并充分利用主要线上平台。小摩看好泡 泡玛特的主要原因包括：(1)其强大的IP产品(负担得起的商品，建立情感与社会联系，需求与IP成功推 出高度相关而非GDP，Labubu成为正在崛起的"超级IP");(2)其全球扩张野心与执行能力(2025年海外销售 同比增长214%，2025至2027年年均复合增长率38%，预计2027年海外销售贡献67%)。 小摩预测，泡泡玛特2024至2027年销售及盈利年均复合增长率分别为51%和65%，净利润率达31.9%， 净资产收益率达45.9%(2027年)，受强大IP、新店开设、生产力提升、品类扩展和利润率扩张推动。该 行对泡泡玛特的每股盈利预估比市场共识高出近25%。 智通财经APP获悉，摩根大通发布研报称，泡泡玛特(09992)主要目标客群为18至45岁，与主要面向中小 学生的盲卡不同年龄层，预期零售商将更严格执行年龄控制要求，但不太可能影响泡泡玛特的销售，予 泡泡玛特"增持"评级，使用市盈增长率(PEG)方 ...