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0勋章

2021-06-05

这个希望还会起

2021-04-24

赶快追上

抱歉，原内容已删除

2021-04-24

好吗？可爱

中国潮玩的出海之路：泡泡玛特海外市场分析

2021-04-24

[开心]

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2021-04-24

$Skillz Inc(SKLZ)$加油

2021-04-22

$Skillz Inc(SKLZ)$不错

2021-04-16

Up 🆙

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2021-04-13

oooooo

2021-04-12

这个股好吗？还会起吗？

2021-04-09

看好不？？？？

2021-04-03

看好不？？？

2021-04-03

$阿里巴巴(BABA)$😣

2021-03-31

什么看法？可以持有吗？

2021-03-31

$科力斯(QLYS)$wow

2021-03-29

$阿里巴巴(BABA)$加油💪

2021-03-29

$科力斯(QLYS)$天啊不错噢

2021-03-29

可持有长久吗？

2021-03-27

好消息吗？

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2021-03-27

$科力斯(QLYS)$开心

2021-03-25

$科力斯(QLYS)$会起吗

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22:40","market":"hk","language":"zh","title":"中国潮玩的出海之路：泡泡玛特海外市场分析","url":"https://stock-news.laohu8.com/highlight/detail?id=2129350984","media":"36氪 ","summary":"向海外市场出发！","content":"<h3><b>何为盲盒</b></h3>\n<p>盲盒起源于日本，早在明治末期，日本的百货公司便会销售福袋，福袋里通常装着款式不一但价值一定高于定价的商品。事实上，在当时的日本，福袋是百货公司处理存货的方式，久而久之，福袋成为了固定节日特有的销售活动，吸引了相当数量的消费者。这样的营销思路延续到了20世纪80年代，便出现了售卖手办模型的线下“扭蛋机”。“扭蛋”多集中于二次元、ACG 等领域，时至今日仍然深受二次元爱好者欢迎。</p>\n<p>除日本外，中国早期的“集卡营销”也可看做盲盒的本土化实践，但这些卡片只能以售卖商品的赠品形式出现。到21世纪，盲盒的概念逐渐成形，以2016年为界，中国的潮玩市场整体快速增长。潮玩，即潮流玩具，主要分为手办、盲盒和 BJD 娃娃，其中盲盒板块已连续三年增长加速，在2019年达到了顶峰。伴随着潮玩市场的规模上升，主打盲盒的潮玩公司<a href=\"https://laohu8.com/S/09992\">泡泡玛特</a>已成长为千亿市值的企业，站在了潮玩行业的风口。<img src=\"https://static.tigerbbs.com/dd3ed0539d554f9d60948c64a756da0a\" tg-width=\"598\" tg-height=\"296\" referrerpolicy=\"no-referrer\"><b>泡泡玛特</b></p>\n<p>POP MART 泡泡玛特成立于2010年，主要业务是售卖包含自主开发商品与国内外知名潮流品牌的盲盒、二次元周边、BJD 娃娃、IP 衍生品等多品类商品。目前，泡泡玛特已经成功拥有了85个运营 IP，包括 Molly、Pucky 等热门 IP。2020年12月11日，泡泡玛特成功在香港上市，市值突破千亿港元，成为当前中国最大的潮流玩具公司之一。</p>\n<p>在国内市场大获成功的同时，泡泡玛特也在国际市场迈出了坚定的步伐，海外业务已遍布20多个国家和地区，包括中国港澳台地区、日韩、东南亚、澳洲、北美和欧洲等。业务覆盖海外线上和线下渠道，线上已开拓了日本、韩国、法国以及海外官方店铺，线下成功已进入韩国、新加坡等国，全球布局不断扩展。<img src=\"https://static.tigerbbs.com/b0a49289615fc3a2e2a78f8db44ed1f0\" tg-width=\"550\" tg-height=\"367\" referrerpolicy=\"no-referrer\"><b>出海日韩</b></p>\n<p>2020年9月5日，泡泡玛特首家海外直营店于韩国首尔开业，在疫情肆虐的情况下，落户韩国实属不易，疫情增加了更多的不确定性，泡泡玛特不得不放慢出海的脚步。关于为何选择韩国首尔，泡泡玛特海外事业中心副总裁文德一在接收北京青年报记者采访时就表示，他们对全球200多个国家和地区做了分析，从经济水平、可支配收入、还有文化消费者的喜好度，按照优先排序等级，韩国排名很靠前。</p>\n<p>事实上，韩国的盲盒产品近几年也是佳作频出，已经占据了很大一部分市场。例如，黏黏怪物研究所、RICO、BT21、Circus BoyBand等众多大热IP。要在这样一个已经成熟的市场站稳脚跟，极具挑战性。韩国消费者对流行很敏感，眼光挑剔，较排斥外来品牌，如果能够受到韩国消费者的喜爱，更有助于泡泡玛特开拓海外市场。</p>\n<p>同年8月7日，泡泡玛特首家日本直营快闪店POP UP SHOP与东京涉谷正式开业，POP UP SHOP引入<a href=\"https://laohu8.com/S/300024\">机器人</a>商店作为创新业务，为顾客提供快捷便利的购物体验，以快速的打开当地市场，此举表明泡泡玛特正式宣告进入日本。与韩国、中国相比，日本的潮玩市场起步早，以扭蛋和盒蛋为主。扭蛋玩具已在日本面世60年，万代（Bandai）是日本最大的玩具厂商，产品创新多次引发热潮。日本的潮玩市场占有率高于韩国，且拥有大量大热IP，泡泡玛特要在日本打下一片天地，仍有很多困难。<img src=\"https://static.tigerbbs.com/10139fc12f825131b57f1d60146d5a48\" tg-width=\"520\" tg-height=\"341\" referrerpolicy=\"no-referrer\">除此之外，泡泡玛特出海还面临着不同国家安全检测认证问题，每个国家对玩具产品的材料、产品品质、材质、大小以及气味等有不同的检测要求，在进入海外市场时，泡泡玛特必须要先符合这些安全检测认证。同时，泡泡玛特也面临着激烈的市场竞争。年初，TOP TOY的潮玩浪潮火到了日本，《日本经济新闻》评价其“正强势崛起，抢滩年轻消费市场”。而国内还有52toys，ip小站、酷乐潮玩、盲盒星球、潮玩家、着魔、千岛等一批竞争者飞速发展，国内外潮玩参与者在抢占国内市场的同时，对国际市场虎视眈眈，泡泡玛特面临的市场竞争将会逐渐激烈。<img src=\"https://static.tigerbbs.com/98aecf1c45aa7c0d1819e0a4adbf1950\" tg-width=\"1024\" tg-height=\"590\" referrerpolicy=\"no-referrer\">目前，泡泡玛特在韩国已用于较成熟的市场，潮玩领域的海外受众人群和中国的受众人群相似度很高，皆为Z世代（即在1995-2009年间出生的人），这也是泡泡玛特开拓海外市场的优势。此外，泡泡玛特也在尝试通过IP合作的方式提升海外市场对中国潮玩的接受度，推动与本土艺术家合作，以快速获得本地市场的接受度。发展策略上，泡泡玛特的部分系列选择了海外首发，如在韩国首发的Dimoo社会大学系列盲盒，在日本首发的限定&nbsp;LABUBU 招财猫吊卡等，以调动潮玩爱好者的热情。</p>\n<p>除日韩外，由于东南亚地区的文化接受度、消费习惯以及喜好与国内相似度较高，且东南亚整体经济发展不断上升，是泡泡玛特开拓海外市场的另一重点区域。2021年初，泡泡玛特已在新加坡成立合资公司，第二家海外旗舰店入驻新加坡FUNAN商场。显然，进军新加坡是打开东南亚市场的第一步，对其开拓海外业务有重大意义。</p>","source":"36kr_stock","collect":0,"html":"<!DOCTYPE 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}\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: 11px; color: #7E829C; margin: 0;line-height: 11px;}\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\">\n中国潮玩的出海之路：泡泡玛特海外市场分析\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-04-23 22:40 北京时间&nbsp;&nbsp;&nbsp;<a href=https://36kr.com/p/1194642256414977><strong>36氪 </strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>何为盲盒\n盲盒起源于日本，早在明治末期，日本的百货公司便会销售福袋，福袋里通常装着款式不一但价值一定高于定价的商品。事实上，在当时的日本，福袋是百货公司处理存货的方式，久而久之，福袋成为了固定节日特有的销售活动，吸引了相当数量的消费者。这样的营销思路延续到了20世纪80年代，便出现了售卖手办模型的线下“扭蛋机”。“扭蛋”多集中于二次元、ACG 等领域，时至今日仍然深受二次元爱好者欢迎。\n除日本外，...</p>\n\n<a href=\"https://36kr.com/p/1194642256414977\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/5d5ed91a6c3e184fb53cd397b83ef738","relate_stocks":{"09992":"泡泡玛特"},"source_url":"https://36kr.com/p/1194642256414977","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2129350984","content_text":"何为盲盒\n盲盒起源于日本，早在明治末期，日本的百货公司便会销售福袋，福袋里通常装着款式不一但价值一定高于定价的商品。事实上，在当时的日本，福袋是百货公司处理存货的方式，久而久之，福袋成为了固定节日特有的销售活动，吸引了相当数量的消费者。这样的营销思路延续到了20世纪80年代，便出现了售卖手办模型的线下“扭蛋机”。“扭蛋”多集中于二次元、ACG 等领域，时至今日仍然深受二次元爱好者欢迎。\n除日本外，中国早期的“集卡营销”也可看做盲盒的本土化实践，但这些卡片只能以售卖商品的赠品形式出现。到21世纪，盲盒的概念逐渐成形，以2016年为界，中国的潮玩市场整体快速增长。潮玩，即潮流玩具，主要分为手办、盲盒和 BJD 娃娃，其中盲盒板块已连续三年增长加速，在2019年达到了顶峰。伴随着潮玩市场的规模上升，主打盲盒的潮玩公司泡泡玛特已成长为千亿市值的企业，站在了潮玩行业的风口。泡泡玛特\nPOP MART 泡泡玛特成立于2010年，主要业务是售卖包含自主开发商品与国内外知名潮流品牌的盲盒、二次元周边、BJD 娃娃、IP 衍生品等多品类商品。目前，泡泡玛特已经成功拥有了85个运营 IP，包括 Molly、Pucky 等热门 IP。2020年12月11日，泡泡玛特成功在香港上市，市值突破千亿港元，成为当前中国最大的潮流玩具公司之一。\n在国内市场大获成功的同时，泡泡玛特也在国际市场迈出了坚定的步伐，海外业务已遍布20多个国家和地区，包括中国港澳台地区、日韩、东南亚、澳洲、北美和欧洲等。业务覆盖海外线上和线下渠道，线上已开拓了日本、韩国、法国以及海外官方店铺，线下成功已进入韩国、新加坡等国，全球布局不断扩展。出海日韩\n2020年9月5日，泡泡玛特首家海外直营店于韩国首尔开业，在疫情肆虐的情况下，落户韩国实属不易，疫情增加了更多的不确定性，泡泡玛特不得不放慢出海的脚步。关于为何选择韩国首尔，泡泡玛特海外事业中心副总裁文德一在接收北京青年报记者采访时就表示，他们对全球200多个国家和地区做了分析，从经济水平、可支配收入、还有文化消费者的喜好度，按照优先排序等级，韩国排名很靠前。\n事实上，韩国的盲盒产品近几年也是佳作频出，已经占据了很大一部分市场。例如，黏黏怪物研究所、RICO、BT21、Circus BoyBand等众多大热IP。要在这样一个已经成熟的市场站稳脚跟，极具挑战性。韩国消费者对流行很敏感，眼光挑剔，较排斥外来品牌，如果能够受到韩国消费者的喜爱，更有助于泡泡玛特开拓海外市场。\n同年8月7日，泡泡玛特首家日本直营快闪店POP UP SHOP与东京涉谷正式开业，POP UP SHOP引入机器人商店作为创新业务，为顾客提供快捷便利的购物体验，以快速的打开当地市场，此举表明泡泡玛特正式宣告进入日本。与韩国、中国相比，日本的潮玩市场起步早，以扭蛋和盒蛋为主。扭蛋玩具已在日本面世60年，万代（Bandai）是日本最大的玩具厂商，产品创新多次引发热潮。日本的潮玩市场占有率高于韩国，且拥有大量大热IP，泡泡玛特要在日本打下一片天地，仍有很多困难。除此之外，泡泡玛特出海还面临着不同国家安全检测认证问题，每个国家对玩具产品的材料、产品品质、材质、大小以及气味等有不同的检测要求，在进入海外市场时，泡泡玛特必须要先符合这些安全检测认证。同时，泡泡玛特也面临着激烈的市场竞争。年初，TOP TOY的潮玩浪潮火到了日本，《日本经济新闻》评价其“正强势崛起，抢滩年轻消费市场”。而国内还有52toys，ip小站、酷乐潮玩、盲盒星球、潮玩家、着魔、千岛等一批竞争者飞速发展，国内外潮玩参与者在抢占国内市场的同时，对国际市场虎视眈眈，泡泡玛特面临的市场竞争将会逐渐激烈。目前，泡泡玛特在韩国已用于较成熟的市场，潮玩领域的海外受众人群和中国的受众人群相似度很高，皆为Z世代（即在1995-2009年间出生的人），这也是泡泡玛特开拓海外市场的优势。此外，泡泡玛特也在尝试通过IP合作的方式提升海外市场对中国潮玩的接受度，推动与本土艺术家合作，以快速获得本地市场的接受度。发展策略上，泡泡玛特的部分系列选择了海外首发，如在韩国首发的Dimoo社会大学系列盲盒，在日本首发的限定 LABUBU 招财猫吊卡等，以调动潮玩爱好者的热情。\n除日韩外，由于东南亚地区的文化接受度、消费习惯以及喜好与国内相似度较高，且东南亚整体经济发展不断上升，是泡泡玛特开拓海外市场的另一重点区域。2021年初，泡泡玛特已在新加坡成立合资公司，第二家海外旗舰店入驻新加坡FUNAN商场。显然，进军新加坡是打开东南亚市场的第一步，对其开拓海外业务有重大意义。","news_type":1,"symbols_score_info":{"09992":0.9}},"isVote":1,"tweetType":1,"viewCount":657,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":372503397,"gmtCreate":1619225086919,"gmtModify":1634287669771,"author":{"id":"3558691613078281","authorId":"3558691613078281","name":"Biby","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3558691613078281","authorIdStr":"3558691613078281"},"themes":[],"htmlText":"[开心]&nbsp;","listText":"[开心]&nbsp;","text":"[开心]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/372503397","repostId":"2129835131","repostType":4,"isVote":1,"tweetType":1,"viewCount":459,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":372500867,"gmtCreate":1619224995259,"gmtModify":1634287671535,"author":{"id":"3558691613078281","authorId":"3558691613078281","name":"Biby","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3558691613078281","authorIdStr":"3558691613078281"},"themes":[],"htmlText":"<a 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IP。2020年12月11日，泡泡玛特成功在香港上市，市值突破千亿港元，成为当前中国最大的潮流玩具公司之一。</p>\n<p>在国内市场大获成功的同时，泡泡玛特也在国际市场迈出了坚定的步伐，海外业务已遍布20多个国家和地区，包括中国港澳台地区、日韩、东南亚、澳洲、北美和欧洲等。业务覆盖海外线上和线下渠道，线上已开拓了日本、韩国、法国以及海外官方店铺，线下成功已进入韩国、新加坡等国，全球布局不断扩展。<img src=\"https://static.tigerbbs.com/b0a49289615fc3a2e2a78f8db44ed1f0\" tg-width=\"550\" tg-height=\"367\" referrerpolicy=\"no-referrer\"><b>出海日韩</b></p>\n<p>2020年9月5日，泡泡玛特首家海外直营店于韩国首尔开业，在疫情肆虐的情况下，落户韩国实属不易，疫情增加了更多的不确定性，泡泡玛特不得不放慢出海的脚步。关于为何选择韩国首尔，泡泡玛特海外事业中心副总裁文德一在接收北京青年报记者采访时就表示，他们对全球200多个国家和地区做了分析，从经济水平、可支配收入、还有文化消费者的喜好度，按照优先排序等级，韩国排名很靠前。</p>\n<p>事实上，韩国的盲盒产品近几年也是佳作频出，已经占据了很大一部分市场。例如，黏黏怪物研究所、RICO、BT21、Circus BoyBand等众多大热IP。要在这样一个已经成熟的市场站稳脚跟，极具挑战性。韩国消费者对流行很敏感，眼光挑剔，较排斥外来品牌，如果能够受到韩国消费者的喜爱，更有助于泡泡玛特开拓海外市场。</p>\n<p>同年8月7日，泡泡玛特首家日本直营快闪店POP UP SHOP与东京涉谷正式开业，POP UP SHOP引入<a href=\"https://laohu8.com/S/300024\">机器人</a>商店作为创新业务，为顾客提供快捷便利的购物体验，以快速的打开当地市场，此举表明泡泡玛特正式宣告进入日本。与韩国、中国相比，日本的潮玩市场起步早，以扭蛋和盒蛋为主。扭蛋玩具已在日本面世60年，万代（Bandai）是日本最大的玩具厂商，产品创新多次引发热潮。日本的潮玩市场占有率高于韩国，且拥有大量大热IP，泡泡玛特要在日本打下一片天地，仍有很多困难。<img src=\"https://static.tigerbbs.com/10139fc12f825131b57f1d60146d5a48\" tg-width=\"520\" tg-height=\"341\" referrerpolicy=\"no-referrer\">除此之外，泡泡玛特出海还面临着不同国家安全检测认证问题，每个国家对玩具产品的材料、产品品质、材质、大小以及气味等有不同的检测要求，在进入海外市场时，泡泡玛特必须要先符合这些安全检测认证。同时，泡泡玛特也面临着激烈的市场竞争。年初，TOP TOY的潮玩浪潮火到了日本，《日本经济新闻》评价其“正强势崛起，抢滩年轻消费市场”。而国内还有52toys，ip小站、酷乐潮玩、盲盒星球、潮玩家、着魔、千岛等一批竞争者飞速发展，国内外潮玩参与者在抢占国内市场的同时，对国际市场虎视眈眈，泡泡玛特面临的市场竞争将会逐渐激烈。<img src=\"https://static.tigerbbs.com/98aecf1c45aa7c0d1819e0a4adbf1950\" tg-width=\"1024\" tg-height=\"590\" referrerpolicy=\"no-referrer\">目前，泡泡玛特在韩国已用于较成熟的市场，潮玩领域的海外受众人群和中国的受众人群相似度很高，皆为Z世代（即在1995-2009年间出生的人），这也是泡泡玛特开拓海外市场的优势。此外，泡泡玛特也在尝试通过IP合作的方式提升海外市场对中国潮玩的接受度，推动与本土艺术家合作，以快速获得本地市场的接受度。发展策略上，泡泡玛特的部分系列选择了海外首发，如在韩国首发的Dimoo社会大学系列盲盒，在日本首发的限定&nbsp;LABUBU 招财猫吊卡等，以调动潮玩爱好者的热情。</p>\n<p>除日韩外，由于东南亚地区的文化接受度、消费习惯以及喜好与国内相似度较高，且东南亚整体经济发展不断上升，是泡泡玛特开拓海外市场的另一重点区域。2021年初，泡泡玛特已在新加坡成立合资公司，第二家海外旗舰店入驻新加坡FUNAN商场。显然，进军新加坡是打开东南亚市场的第一步，对其开拓海外业务有重大意义。</p>","source":"36kr_stock","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>中国潮玩的出海之路：泡泡玛特海外市场分析</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; 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}\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: 11px; color: #7E829C; margin: 0;line-height: 11px;}\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\">\n中国潮玩的出海之路：泡泡玛特海外市场分析\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-04-23 22:40 北京时间&nbsp;&nbsp;&nbsp;<a href=https://36kr.com/p/1194642256414977><strong>36氪 </strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>何为盲盒\n盲盒起源于日本，早在明治末期，日本的百货公司便会销售福袋，福袋里通常装着款式不一但价值一定高于定价的商品。事实上，在当时的日本，福袋是百货公司处理存货的方式，久而久之，福袋成为了固定节日特有的销售活动，吸引了相当数量的消费者。这样的营销思路延续到了20世纪80年代，便出现了售卖手办模型的线下“扭蛋机”。“扭蛋”多集中于二次元、ACG 等领域，时至今日仍然深受二次元爱好者欢迎。\n除日本外，...</p>\n\n<a href=\"https://36kr.com/p/1194642256414977\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/5d5ed91a6c3e184fb53cd397b83ef738","relate_stocks":{"09992":"泡泡玛特"},"source_url":"https://36kr.com/p/1194642256414977","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2129350984","content_text":"何为盲盒\n盲盒起源于日本，早在明治末期，日本的百货公司便会销售福袋，福袋里通常装着款式不一但价值一定高于定价的商品。事实上，在当时的日本，福袋是百货公司处理存货的方式，久而久之，福袋成为了固定节日特有的销售活动，吸引了相当数量的消费者。这样的营销思路延续到了20世纪80年代，便出现了售卖手办模型的线下“扭蛋机”。“扭蛋”多集中于二次元、ACG 等领域，时至今日仍然深受二次元爱好者欢迎。\n除日本外，中国早期的“集卡营销”也可看做盲盒的本土化实践，但这些卡片只能以售卖商品的赠品形式出现。到21世纪，盲盒的概念逐渐成形，以2016年为界，中国的潮玩市场整体快速增长。潮玩，即潮流玩具，主要分为手办、盲盒和 BJD 娃娃，其中盲盒板块已连续三年增长加速，在2019年达到了顶峰。伴随着潮玩市场的规模上升，主打盲盒的潮玩公司泡泡玛特已成长为千亿市值的企业，站在了潮玩行业的风口。泡泡玛特\nPOP MART 泡泡玛特成立于2010年，主要业务是售卖包含自主开发商品与国内外知名潮流品牌的盲盒、二次元周边、BJD 娃娃、IP 衍生品等多品类商品。目前，泡泡玛特已经成功拥有了85个运营 IP，包括 Molly、Pucky 等热门 IP。2020年12月11日，泡泡玛特成功在香港上市，市值突破千亿港元，成为当前中国最大的潮流玩具公司之一。\n在国内市场大获成功的同时，泡泡玛特也在国际市场迈出了坚定的步伐，海外业务已遍布20多个国家和地区，包括中国港澳台地区、日韩、东南亚、澳洲、北美和欧洲等。业务覆盖海外线上和线下渠道，线上已开拓了日本、韩国、法国以及海外官方店铺，线下成功已进入韩国、新加坡等国，全球布局不断扩展。出海日韩\n2020年9月5日，泡泡玛特首家海外直营店于韩国首尔开业，在疫情肆虐的情况下，落户韩国实属不易，疫情增加了更多的不确定性，泡泡玛特不得不放慢出海的脚步。关于为何选择韩国首尔，泡泡玛特海外事业中心副总裁文德一在接收北京青年报记者采访时就表示，他们对全球200多个国家和地区做了分析，从经济水平、可支配收入、还有文化消费者的喜好度，按照优先排序等级，韩国排名很靠前。\n事实上，韩国的盲盒产品近几年也是佳作频出，已经占据了很大一部分市场。例如，黏黏怪物研究所、RICO、BT21、Circus BoyBand等众多大热IP。要在这样一个已经成熟的市场站稳脚跟，极具挑战性。韩国消费者对流行很敏感，眼光挑剔，较排斥外来品牌，如果能够受到韩国消费者的喜爱，更有助于泡泡玛特开拓海外市场。\n同年8月7日，泡泡玛特首家日本直营快闪店POP UP SHOP与东京涉谷正式开业，POP UP SHOP引入机器人商店作为创新业务，为顾客提供快捷便利的购物体验，以快速的打开当地市场，此举表明泡泡玛特正式宣告进入日本。与韩国、中国相比，日本的潮玩市场起步早，以扭蛋和盒蛋为主。扭蛋玩具已在日本面世60年，万代（Bandai）是日本最大的玩具厂商，产品创新多次引发热潮。日本的潮玩市场占有率高于韩国，且拥有大量大热IP，泡泡玛特要在日本打下一片天地，仍有很多困难。除此之外，泡泡玛特出海还面临着不同国家安全检测认证问题，每个国家对玩具产品的材料、产品品质、材质、大小以及气味等有不同的检测要求，在进入海外市场时，泡泡玛特必须要先符合这些安全检测认证。同时，泡泡玛特也面临着激烈的市场竞争。年初，TOP TOY的潮玩浪潮火到了日本，《日本经济新闻》评价其“正强势崛起，抢滩年轻消费市场”。而国内还有52toys，ip小站、酷乐潮玩、盲盒星球、潮玩家、着魔、千岛等一批竞争者飞速发展，国内外潮玩参与者在抢占国内市场的同时，对国际市场虎视眈眈，泡泡玛特面临的市场竞争将会逐渐激烈。目前，泡泡玛特在韩国已用于较成熟的市场，潮玩领域的海外受众人群和中国的受众人群相似度很高，皆为Z世代（即在1995-2009年间出生的人），这也是泡泡玛特开拓海外市场的优势。此外，泡泡玛特也在尝试通过IP合作的方式提升海外市场对中国潮玩的接受度，推动与本土艺术家合作，以快速获得本地市场的接受度。发展策略上，泡泡玛特的部分系列选择了海外首发，如在韩国首发的Dimoo社会大学系列盲盒，在日本首发的限定 LABUBU 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