Hi-To The Moon - Tiger Brokers Online Investing Community

3
Comment
Favorite

sallylim
2021-06-30

Can you still afford to play thousands of dollars in Pop Mart?

70cm的Molly你见过吗？热衷于盲盒玩具的泡泡玛特，开始进军到了高端潮玩市场。最近，泡泡玛特瞄准了年轻人对于潮玩愈发强烈的收藏需求，推出了“MEGA珍藏系列1000% SPACE MOLLY×海

Can you still afford to play thousands of dollars in Pop Mart?

Disclaimer: Investing carries risk. This is not financial advice. The above content should not be regarded as an offer, recommendation, or solicitation on acquiring or disposing of any financial products, any associated discussions, comments, or posts by author or other users should not be considered as such either. It is solely for general information purpose only, which does not consider your own investment objectives, financial situations or needs. TTM assumes no responsibility or warranty for the accuracy and completeness of the information, investors should do their own research and may seek professional advice before investing.

Report

Comment

Top
Latest

No comments yet

Most Discussed

{"i18n":{"language":"en_US"},"data":{"magic":2,"id":153274334,"tweetId":"153274334","gmtCreate":1625030669428,"gmtModify":1703850546479,"author":{"id":3577538398860739,"idStr":"3577538398860739","authorId":3577538398860739,"authorIdStr":"3577538398860739","name":"sallylim","avatar":"https://static.tigerbbs.com/f4b4a80f54d0614c1edac4149107db9d","vip":1,"userType":1,"introduction":"","boolIsFan":false,"boolIsHead":false,"crmLevel":11,"crmLevelSwitch":0,"individualDisplayBadges":[],"fanSize":13,"starInvestorFlag":false},"themes":[],"images":[],"coverImages":[],"extraTitle":"","html":"<html><head></head><body>Hi</body></html>","htmlText":"<html><head></head><body>Hi</body></html>","text":"Hi","highlighted":1,"essential":1,"paper":1,"likeSize":3,"commentSize":0,"repostSize":0,"favoriteSize":0,"link":"https://ttm.financial/post/153274334","repostId":1166643862,"repostType":4,"repost":{"id":"1166643862","kind":"news","pubTimestamp":1625028875,"share":"https://ttm.financial/m/news/1166643862?lang=en_US&edition=fundamental","pubTime":"2021-06-30 12:54","market":"hk","language":"zh","title":"Can you still afford to play thousands of dollars in Pop Mart?","url":"https://stock-news.laohu8.com/highlight/detail?id=1166643862","media":"时趣研究院","summary":"70cm的Molly你见过吗？\n热衷于盲盒玩具的泡泡玛特，开始进军到了高端潮玩市场。最近，泡泡玛特瞄准了年轻人对于潮玩愈发强烈的收藏需求，推出了“MEGA珍藏系列1000% SPACE MOLLY×海","content":"Have you seen 70cm Molly?Those who are keen on blind box toys<a href=\"https://laohu8.com/S/09992\">Pop Mart</a>, began to enter the high-end trendy toy market. Recently, Pop Mart has aimed at young people's increasingly strong collection demand for trendy toys, and launched two figures of different sizes: \"MEGA Collection Series 1000% SPACE MOLLY × SpongeBob SquarePants\" and \"MEGA Collection Series 400% SPACE MOLLY × SpongeBob SquarePants\".<img src=\"https://static.tigerbbs.com/dbab3c20eb3fb6b2559f8cc69d54e9f6\" tg-width=\"1080\" tg-height=\"1920\" referrerpolicy=\"no-referrer\">Image from brand officialIt is worth noting that these two figures are different from the previous price of tens or hundreds of yuan, but have reached the level of thousands of yuan. The selling price of the 1000% size figure is 4999RMB, and the selling price of the 400% size figure is 1299 yuan. The two products have been emptied in seconds since they were launched, and the popularity has not diminished in the next few weeks, and there was a phenomenon of bargaining purchases.Obviously, Pop Mart has entered a brand-new track. The MEGA collection series and the previous blind boxes are positioned at different levels in terms of size and price.As a high-end trendy product launched by the brand, it meets the diverse needs of users in different circles.What is trendy play?\"Trendy toys\" are defined as \"trendy toys\", and \"expensive\" is often everyone's first impression of trendy toys. When it comes to trendy toys, I have to mention KAWS and BE @ RBRICK, which are popular all over the world. The products launched by these two brands once became hot topics and were very popular in the trendy circle.<img src=\"https://static.tigerbbs.com/dbfae01e2e464523b3a73bab654fe2f4\" tg-width=\"584\" tg-height=\"583\" referrerpolicy=\"no-referrer\">Image from brand officialMany trendy toy brands like to make co-designs with world trend elements, and cross-border linkage keeps the brand's value rising. Most brands' popular products benefit from three factors: celebrity effect, joint limited edition and the participation of well-known artists.<img src=\"https://static.tigerbbs.com/61a25132ebbc94935a97d00419ec6885\" tg-width=\"685\" tg-height=\"684\" referrerpolicy=\"no-referrer\">Image from brand officialAs early as 2008, the 1000%-size building block bear designed by Chinese artist Yue Minjun for the building block bear sold for a sky-high price of 126,000 pounds (about 1.2 million yuan). The popularity of the market also reflects the diversification of the high-end trendy toy market. trend. In the eyes of many players, an important reason that attracts them to buy trendy toys is that they can understand the deep meaning of the artist behind the toys.Why are young people keen on trendy play?With the rapid development of the market, \"trendy toys\" are gradually showing a diverse side, and young people are showing unusual consumption power for the trendy toy market. In the \"List of Post-95 Players' Chopping Hands\" previously released by Tmall, among the five most expensive hobbies of the \"Post-95\", Chaowan Figure ranks first.<img src=\"https://static.tigerbbs.com/00b13a1d2f7d9c06dadc644c4fc822c8\" tg-width=\"614\" tg-height=\"1091\" referrerpolicy=\"no-referrer\">Data from TmallMany people don't understand the trendy play culture of young people. From the underlying logic, this is consistent with the culture of middle-aged people collecting wine, stamps and other things, and it belongs to a new type of social currency.Trendy play has reached the level of art for young people, and more and more young people have entered the trendy play circle. The deeper purpose is to collect value, rather than simply \"play\".Trendy toys have become an important part of young people's trendy consumption. With the skyrocketing user consumption and capital increase, brands have frequently emerged from the circle in recent years. The artistic appearance and collectible gameplay effectively stimulate young people's desire to buy.There are various reasons why young people like trendy toys. No matter what the original intention is, the sense of accomplishment they get when pursuing trendy toys is similar, which reveals the emotional and spiritual needs of young people. At the same time, trendy toys also have strong social attributes. Many brands use co-branding or limited-edition gimmicks to create hunger marketing, giving products the value attributes of collection and scarcity, thus attracting many young people to enter the game.Can Pop Mart enter the high-end trendy circle?Pop Mart relies on two artifacts to walk around the rivers and lakes, blind box gameplay and IP image. For the light users of the brand, it is just a temporary enthusiasm and curiosity, while for many hardcore iron powders, the requirements for the speed, design sense and quality of products are becoming more and more demanding.<img src=\"https://static.tigerbbs.com/e91772c915fb7219575936043d00dd6b\" tg-width=\"1080\" tg-height=\"285\" referrerpolicy=\"no-referrer\">Data comes from Shiqu Insight EngineAccording to the Shiqu Insight Engine, the popularity of Pop Mart has continued to rise since June. Although many players have shown that their enthusiasm for blind boxes has weakened, after the release of new products, the brand is still very popular and the topic has not diminished.In the eyes of many people who have lost their fans, drawing blind boxes will only bring short-term stimulation. If you draw something duplicate or you don't like, you will feel lost and frustrated, and it is not as good as going to the second-hand platform to directly buy your favorite IP toys. Blind boxes can't bring happiness, so it's better to collect and play.<img src=\"https://static.tigerbbs.com/ef0db6c98a1c00fbc77cba0f1208b73f\" tg-width=\"911\" tg-height=\"1109\" referrerpolicy=\"no-referrer\">Picture from Pop Mart's 2020 report cardAmong Pop Mart's IP images, the ones that impressed the public the most are Molly, Dimoo and PUCKY. Although the brand has more than 90 IP images, Molly is definitely the strongest king. The revenue of other self-developed products cannot keep up with the proportion of these three IPs.It is an unbreakable fate of IP image that is outdated. Many consumers are hot for three minutes. It is not enough for a brand to only resonate with consumers' emotions. It also needs to show the value of the brand. Always appearing in the public eye will cause aesthetic fatigue.Whether it is the upgrade of Pop Mart's gameplay or the creation of explosive IP, in today's increasingly fierce brand competition, only with core competitiveness can we break through the encirclement in the huge market.How does a brand play well in the high-end trendy circle? It is interesting to sort out four aspects for reference:The first is the product itself.The shape is unique and unique. When designing the content IP into a trendy play, it is necessary to take into account the common needs of the IP audience and the trendy play track audience. The product itself needs to be endowed with artistic value and trendy elements. While retaining the original IP image characteristics, it is also more in line with the aesthetics of the trendy audience.The second is user insight.Many players in the high-consumption circle have an attitude towards trendy games that things are rare and expensive. Capturing the curiosity of this group of people, the launch of limited and co-branded hunger marketing can stimulate their desire to buy. Brands need to build product operations around users and deeply understand users' emotional insights.The third is diversified promotion.The empowerment of many celebrities and Internet celebrities will bring more value to products. Art co-branding can quickly get out of the circle on social media, forming a fashion trend. Products closer to popular culture are more attractive.The fourth is market rhythm.In the general environment where trendy toys are becoming popular, once a certain limited edition appears in the market, it will soon begin to speculate, hoard goods, and change hands. The price will become higher and higher, and there are many senior players speculating for the purpose of investment. This gives Chaowan the attribute of financial investment.<img src=\"https://static.tigerbbs.com/c100e11be32fa0e72ac786f7dd73b673\" tg-width=\"1080\" tg-height=\"1920\" referrerpolicy=\"no-referrer\">Image from brand officialFrom the perspective of cost and aesthetics, the pricing of the MEGA collection series is understandable, but the price, which is ten times higher than that of blind box toys, does not seem to be friendly to ordinary players. Whether it is Pop Mart or other brands, they have to think about the opportunities in front of them. After all, the trendy toy industry is slowly changing.","source":"lsy1592553153254","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Can you still afford to play thousands of dollars in Pop Mart?</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nCan you still afford to play thousands of dollars in Pop Mart?\n</h2>\n<h4 class=\"meta\">\n\n时趣研究院2021-06-30 12:54\n\n</h4>\n</header>\n<article>\nHave you seen 70cm Molly?Those who are keen on blind box toys<a href=\"https://laohu8.com/S/09992\">Pop Mart</a>, began to enter the high-end trendy toy market. Recently, Pop Mart has aimed at young people's increasingly strong collection demand for trendy toys, and launched two figures of different sizes: \"MEGA Collection Series 1000% SPACE MOLLY × SpongeBob SquarePants\" and \"MEGA Collection Series 400% SPACE MOLLY × SpongeBob SquarePants\".<img src=\"https://static.tigerbbs.com/dbab3c20eb3fb6b2559f8cc69d54e9f6\" tg-width=\"1080\" tg-height=\"1920\" referrerpolicy=\"no-referrer\">Image from brand officialIt is worth noting that these two figures are different from the previous price of tens or hundreds of yuan, but have reached the level of thousands of yuan. The selling price of the 1000% size figure is 4999RMB, and the selling price of the 400% size figure is 1299 yuan. The two products have been emptied in seconds since they were launched, and the popularity has not diminished in the next few weeks, and there was a phenomenon of bargaining purchases.Obviously, Pop Mart has entered a brand-new track. The MEGA collection series and the previous blind boxes are positioned at different levels in terms of size and price.As a high-end trendy product launched by the brand, it meets the diverse needs of users in different circles.What is trendy play?\"Trendy toys\" are defined as \"trendy toys\", and \"expensive\" is often everyone's first impression of trendy toys. When it comes to trendy toys, I have to mention KAWS and BE @ RBRICK, which are popular all over the world. The products launched by these two brands once became hot topics and were very popular in the trendy circle.<img src=\"https://static.tigerbbs.com/dbfae01e2e464523b3a73bab654fe2f4\" tg-width=\"584\" tg-height=\"583\" referrerpolicy=\"no-referrer\">Image from brand officialMany trendy toy brands like to make co-designs with world trend elements, and cross-border linkage keeps the brand's value rising. Most brands' popular products benefit from three factors: celebrity effect, joint limited edition and the participation of well-known artists.<img src=\"https://static.tigerbbs.com/61a25132ebbc94935a97d00419ec6885\" tg-width=\"685\" tg-height=\"684\" referrerpolicy=\"no-referrer\">Image from brand officialAs early as 2008, the 1000%-size building block bear designed by Chinese artist Yue Minjun for the building block bear sold for a sky-high price of 126,000 pounds (about 1.2 million yuan). The popularity of the market also reflects the diversification of the high-end trendy toy market. trend. In the eyes of many players, an important reason that attracts them to buy trendy toys is that they can understand the deep meaning of the artist behind the toys.Why are young people keen on trendy play?With the rapid development of the market, \"trendy toys\" are gradually showing a diverse side, and young people are showing unusual consumption power for the trendy toy market. In the \"List of Post-95 Players' Chopping Hands\" previously released by Tmall, among the five most expensive hobbies of the \"Post-95\", Chaowan Figure ranks first.<img src=\"https://static.tigerbbs.com/00b13a1d2f7d9c06dadc644c4fc822c8\" tg-width=\"614\" tg-height=\"1091\" referrerpolicy=\"no-referrer\">Data from TmallMany people don't understand the trendy play culture of young people. From the underlying logic, this is consistent with the culture of middle-aged people collecting wine, stamps and other things, and it belongs to a new type of social currency.Trendy play has reached the level of art for young people, and more and more young people have entered the trendy play circle. The deeper purpose is to collect value, rather than simply \"play\".Trendy toys have become an important part of young people's trendy consumption. With the skyrocketing user consumption and capital increase, brands have frequently emerged from the circle in recent years. The artistic appearance and collectible gameplay effectively stimulate young people's desire to buy.There are various reasons why young people like trendy toys. No matter what the original intention is, the sense of accomplishment they get when pursuing trendy toys is similar, which reveals the emotional and spiritual needs of young people. At the same time, trendy toys also have strong social attributes. Many brands use co-branding or limited-edition gimmicks to create hunger marketing, giving products the value attributes of collection and scarcity, thus attracting many young people to enter the game.Can Pop Mart enter the high-end trendy circle?Pop Mart relies on two artifacts to walk around the rivers and lakes, blind box gameplay and IP image. For the light users of the brand, it is just a temporary enthusiasm and curiosity, while for many hardcore iron powders, the requirements for the speed, design sense and quality of products are becoming more and more demanding.<img src=\"https://static.tigerbbs.com/e91772c915fb7219575936043d00dd6b\" tg-width=\"1080\" tg-height=\"285\" referrerpolicy=\"no-referrer\">Data comes from Shiqu Insight EngineAccording to the Shiqu Insight Engine, the popularity of Pop Mart has continued to rise since June. Although many players have shown that their enthusiasm for blind boxes has weakened, after the release of new products, the brand is still very popular and the topic has not diminished.In the eyes of many people who have lost their fans, drawing blind boxes will only bring short-term stimulation. If you draw something duplicate or you don't like, you will feel lost and frustrated, and it is not as good as going to the second-hand platform to directly buy your favorite IP toys. Blind boxes can't bring happiness, so it's better to collect and play.<img src=\"https://static.tigerbbs.com/ef0db6c98a1c00fbc77cba0f1208b73f\" tg-width=\"911\" tg-height=\"1109\" referrerpolicy=\"no-referrer\">Picture from Pop Mart's 2020 report cardAmong Pop Mart's IP images, the ones that impressed the public the most are Molly, Dimoo and PUCKY. Although the brand has more than 90 IP images, Molly is definitely the strongest king. The revenue of other self-developed products cannot keep up with the proportion of these three IPs.It is an unbreakable fate of IP image that is outdated. Many consumers are hot for three minutes. It is not enough for a brand to only resonate with consumers' emotions. It also needs to show the value of the brand. Always appearing in the public eye will cause aesthetic fatigue.Whether it is the upgrade of Pop Mart's gameplay or the creation of explosive IP, in today's increasingly fierce brand competition, only with core competitiveness can we break through the encirclement in the huge market.How does a brand play well in the high-end trendy circle? It is interesting to sort out four aspects for reference:The first is the product itself.The shape is unique and unique. When designing the content IP into a trendy play, it is necessary to take into account the common needs of the IP audience and the trendy play track audience. The product itself needs to be endowed with artistic value and trendy elements. While retaining the original IP image characteristics, it is also more in line with the aesthetics of the trendy audience.The second is user insight.Many players in the high-consumption circle have an attitude towards trendy games that things are rare and expensive. Capturing the curiosity of this group of people, the launch of limited and co-branded hunger marketing can stimulate their desire to buy. Brands need to build product operations around users and deeply understand users' emotional insights.The third is diversified promotion.The empowerment of many celebrities and Internet celebrities will bring more value to products. Art co-branding can quickly get out of the circle on social media, forming a fashion trend. Products closer to popular culture are more attractive.The fourth is market rhythm.In the general environment where trendy toys are becoming popular, once a certain limited edition appears in the market, it will soon begin to speculate, hoard goods, and change hands. The price will become higher and higher, and there are many senior players speculating for the purpose of investment. This gives Chaowan the attribute of financial investment.<img src=\"https://static.tigerbbs.com/c100e11be32fa0e72ac786f7dd73b673\" tg-width=\"1080\" tg-height=\"1920\" referrerpolicy=\"no-referrer\">Image from brand officialFrom the perspective of cost and aesthetics, the pricing of the MEGA collection series is understandable, but the price, which is ten times higher than that of blind box toys, does not seem to be friendly to ordinary players. Whether it is Pop Mart or other brands, they have to think about the opportunities in front of them. After all, the trendy toy industry is slowly changing.\n<div class=\"bt-text\">\n\n\n source：<a href=\"https://mp.weixin.qq.com/s/3XgIQtO2-1tfojKz-xSWfA\">时趣研究院</a>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/30dc37d452f250ce3fb402a1655ca971","relate_stocks":{"09992":"泡泡玛特"},"source_url":"https://mp.weixin.qq.com/s/3XgIQtO2-1tfojKz-xSWfA","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1166643862","content_text":"70cm的Molly你见过吗？\n热衷于盲盒玩具的泡泡玛特，开始进军到了高端潮玩市场。最近，泡泡玛特瞄准了年轻人对于潮玩愈发强烈的收藏需求，推出了“MEGA珍藏系列1000% SPACE MOLLY×海绵宝宝”和“MEGA珍藏系列 400% SPACE MOLLY×海绵宝宝”两款不同尺寸的手办。\n\n图片来自品牌官方\n值得注意的是，这两款手办不同于以往几十元或者几百元的价格，而是达到了千元级别。1000%尺寸的手办发售价格为4999RMB，400%尺寸的手办发售价为1299元。两款产品自上线就被秒空，而后几周热度不减，一度出现议价购买的现象。\n显然，泡泡玛特开始进入了一个全新的赛道，MEGA珍藏系列与之前的盲盒无论在尺寸上还是价格上都是不同量级的定位。作为品牌重磅推出的高端潮玩产品，满足了不同圈层用户多样化的需求。\n潮玩是什么？\n“潮玩”被定义为“潮流玩具”，“价格贵”往往是大家对于潮玩的第一印象。提起潮玩，不得不说风靡全球的KAWS和BE@RBRICK，这两个品牌推出的产品曾一度成为话题热点，在潮流圈内非常火爆。\n\n图片来自品牌官方\n许多潮玩品牌喜欢跟世界潮流元素做联名设计，跨界联动让品牌的身价不断攀升。对于大部分品牌能火出圈的产品都得益于三个要素：名人效应、联名限量以及知名艺术家的参与。\n\n图片来自品牌官方\n早在2008年，中国艺术家岳敏君为积木熊设计的1000%尺寸的积木熊拍出了英镑12.6万（约合人民币120万元）的天价，备受市场欢迎的背后也反映出了高端潮玩市场多样化的趋势。在很多玩家看来，吸引他们购买潮玩的重要原因是他们可以理解玩具背后艺术家所要表达的深层含义。\n年轻人为什么热衷于潮玩？\n伴随市场的快速发展，“潮玩”也在逐渐展现多元一面，年轻人对于潮玩市场正在展现出异于往常的消费力。天猫此前发布的《95后玩家剁手力榜单》中，“95后”最烧钱的五大爱好里，潮玩手办高居第一名。\n\n数据来自天猫\n很多人不理解年轻人的潮玩文化，从底层逻辑看，这与中年人收藏酒品、邮票等文化是一致的，属于新型社交货币。潮玩对于年轻人已经达到了艺术品的层面，越来越多的年轻人进入潮玩圈，更深的目的在于收藏价值，而并非简单的“玩”。\n潮玩成为了年轻人潮流消费的重要组成部分，伴随着用户消费暴涨和资本加码，品牌近年来频频出圈。具有艺术感的外形和收藏的玩法，有效的刺激着年轻人的购买欲望。\n年轻人喜欢潮玩的理由千奇百怪，无论初衷是什么，在追求潮玩时获得的成就感是相似的，这背后透露出年轻人情感及精神的需求。同时潮玩也有很强的社交属性，许多品牌通过联名或者限量的噱头来制造饥饿营销，让产品具备了收藏和稀缺的价值属性，因此吸引了不少年轻人入局。\n泡泡玛特能否打入高端潮玩圈？\n泡泡玛特行走江湖靠两样神器，盲盒玩法和IP形象。对于品牌的轻度用户来说，只是一时的热情与好奇，而对于许多骨灰级铁粉来说对产品的上新速度、设计感和质量的要求则越来越苛刻。\n\n数据来自时趣洞察引擎\n根据时趣洞察引擎可以看到，自六月以来泡泡玛特的热度持续上升。虽然有很多玩家表现出对于盲盒的热情减弱，但是新品的发布后，品牌依旧声量很高，话题热度不减。\n在许多脱粉的人看来，抽盲盒只会带来带来短暂的刺激，如果抽到重样或者不喜欢的，会让自己有失落感和挫败感，不及到二手平台直接购买自己喜欢的IP玩具。 盲盒带来不了快乐，那不如收藏潮玩。\n\n图片来自泡泡玛特2020年度成绩单\n泡泡玛特的IP形象中，留给大众印象最深的莫过于Molly、Dimoo和PUCKY。虽然品牌有90多个IP形象，但是Molly绝对是最强王者。对于其他自研产品的营收，都赶不上这三款IP的占比。\n过气是IP形象的难以挣脱的命运，很多消费者都是三分钟热度，品牌只做消费者情感共鸣是不够的，还需要展现品牌的价值，总是单一的出现在大众视线会产生审美疲劳。\n无论是泡泡玛特玩法升级还是爆款IP的打造，在品牌竞争日益激烈的当今，拥有核心竞争力才能在偌大的市场中杀出重围。品牌如何在高端潮玩圈玩的好？时有趣整理了四个方面供参考：\n第一是产品本身。造型独特、独具个性，将内容IP设计成潮玩，要兼顾IP受众和潮玩赛道受众的共同需求。产品本身需要被赋予艺术的价值及潮流的元素，在保留原IP形象特征的同时，也更符合潮玩受众的审美。\n第二是用户洞察。许多高消费圈层的玩家对待潮玩的态度是物以稀为贵，抓住了这类人群的好奇心，推出限量及联名的饥饿营销可以刺激他们的购买欲望。品牌需要围绕用户建立产品运作，深层次理解用户的情感洞察。\n第三是多元推广。许多明星和网红的赋能会为产品带来更多价值，艺术联名在社交媒体上可以快速出圈，形成一种时尚潮流，离流行文化的距离更近的产品才更具吸引力。\n第四是市场节奏。在潮玩被炒红的大环境下，一旦市场上出现了某种限量款，很快会开始炒作、囤货、转手，价格越炒越高，还有许多资深玩家以投资为目的来炒，这就给潮玩赋予了金融投资的属性。\n\n图片来自品牌官方\n从成本和审美的角度来讲，MEGA珍藏系列的定价无可厚非，但是比盲盒玩具高了十倍的价格似乎对于普通玩家来说并不友好。无论是泡泡玛特，还是其他品牌们要思考眼前的机会，毕竟潮玩这个行业正在慢慢改变。","news_type":1,"symbols_score_info":{"09992":0.9}},"isVote":1,"tweetType":1,"viewCount":1828,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"EN","currentLanguage":"EN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":2,"xxTargetLangEnum":"ORIG"},"commentList":[],"hasMoreComment":false,"orderType":2}