Labubu在东南亚爆火，中国潮玩出海赚麻了
<!----><style type="text/css">html{font-size:375%}</style><link href="https://pic.app.58cammp.com/static/publish/css/style.css?v=20240712" rel="stylesheet" position="1" data-qf-origin="/static/publish/css/style.css?v=20240712"><!-- 付费贴--> <div class="preview_article "> <!----> <section style="margin-bottom: 0px; text-wrap: wrap; color: #222222; font-family: -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; outline: 0px; visibility: visible;"><section style="outline: 0px; visibility: visible;"><section style="margin-bottom: 24px; outline: 0px; letter-spacing: 0.544px; font-size: 16px; visibility: visible;"><section style="outline: 0px; visibility: visible;"><section style="margin-right: 8px; margin-bottom: 0em; margin-left: 8px; outline: 0px; text-align: center; visibility: visible;"><p style="margin-right: 8px; margin-left: 8px; line-height: 1.75em;"><img class="rich_pages wxw-img js_insertlocalimg" style="letter-spacing: 0.544px; float: left; width: 100%; height: auto;" src="https://pic.app.58cammp.com/FrMQYml2cwFuMub0AttC9j13H3Cl" /></p></section></section></section><section style="margin-right: 8px; margin-left: 8px; outline: 0px; letter-spacing: 0.544px; visibility: visible; line-height: 1.75em;"><section style="padding: 20px; outline: 0px; letter-spacing: 0.544px; display: inline-block; border-width: 1px; border-style: solid; border-color: rgba(0, 0, 0, 0); background-color: rgba(160, 160, 160, 0.06); box-shadow: rgba(0, 0, 0, 0) 0px 0px 0px; width: 661px; height: auto; visibility: visible;"><section style="outline: 0px; visibility: visible;"><section style="padding-right: 8px; padding-left: 8px; outline: 0px; visibility: visible;"><p style="outline: 0px; color: #c00000; visibility: visible;"><img class="rich_pages wxw-img" style="height: 20px; outline: 0px; letter-spacing: 0.544px; width: 20px; visibility: visible !important;" src="https://pic.app.58cammp.com/Fmu9sLCc1jkCV9JKWqaOM59rci3O" /></p><section style="margin-right: 8px; margin-left: 8px; outline: 0px; text-align: center; visibility: visible;"></section><p style="text-align: center;"><span style="font-size: 12pt; font-family: 微软雅黑, sans-serif;"><span style="letter-spacing: 0.544px; font-family: 微软雅黑, sans-serif;">中国潮玩产品获得了海外消费者的喜爱</span>。</span></p><p style="text-align: center;"><span style="color: #333333; font-family: 宋体; font-size: 16px; letter-spacing: normal;"> </span></p><p style="outline: 0px; color: #c00000; text-align: right; visibility: visible;"><img class="rich_pages wxw-img" style="height: 20px; outline: 0px; width: 20px; visibility: visible !important;" src="https://pic.app.58cammp.com/FiNAbFSiX6Kbb7SBjGAq5IMmYyFH" /></p></section></section></section></section><section style="margin-right: 8px; margin-left: 8px; outline: 0px; letter-spacing: 0.544px; clear: both; min-height: 1em; font-size: 16px; text-align: center; visibility: visible; line-height: 1.75em;"><span class="empty_paragraph" style="outline: 0px; font-family: PingFangSC-Light; letter-spacing: 1.5px; visibility: visible; font-size: 15px;"> </span></section><section style="margin-right: 8px; margin-left: 8px; outline: 0px; letter-spacing: 0.544px; clear: both; min-height: 1em; font-size: 16px; text-align: center; visibility: visible; line-height: 1.75em;"><span style="outline: 0px; font-family: PingFangSC-Light; letter-spacing: 1.5px; visibility: visible; font-size: 15px;"> </span></section></section></section><section style="margin-right: 8px; margin-bottom: 0px; margin-left: 8px; text-wrap: wrap; color: #222222; font-family: -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; outline: 0px; caret-color: rgba(0, 0, 0, 0); text-align: center; visibility: visible; line-height: 1.75em;"><img class="rich_pages wxw-img" style="letter-spacing: 0.544px; font-size: var(--articleFontsize); outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; width: 562px; visibility: visible !important;" src="https://pic.app.58cammp.com/FhODY9jsXs3Uf3zbuP4ZAg_pM6dB" /></section><section style="margin-right: 8px; margin-bottom: 0px; margin-left: 8px; text-wrap: wrap; color: #222222; font-family: -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; outline: 0px; caret-color: rgba(0, 0, 0, 0); text-align: center; visibility: visible; line-height: 1.75em;"><strong style="text-align: justify; color: rgba(0, 0, 0, 0.9); font-size: var(--articleFontsize); letter-spacing: 0.034em; text-indent: 0em; font-family: Calibri;"><span style="color: #021eaa;">风靡东南亚</span></strong></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;">越来越多的中国潮玩产品强势打开了海外消费者的心智。</span></span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;">近来<strong>在东南亚市场爆火的“Labubu”</strong>便是一个典型例子。它是<strong>中国文创公司POP MART泡泡玛特旗下的艺术玩具</strong>，形似怪兽、色彩多样、十分可爱。据了解，今年早些时候，韩国大热女团BLACKPINK成员Lisa在社交媒体上分享了一组与这些毛绒玩具相关的照片，由此带火了Labubu，使其在东南亚迅速引发消费者的狂热追捧。</span></span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><p style="text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/FnFY90rAzXYw5s_Y6vdlCUSWGJcN" /></p><section style="text-align: center; margin-bottom: 0px; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 15px; color: #888888;">（女团成员Lisa发布Labubu照片 图源：Instagram）</span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span class="empty_paragraph" style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;">在越南，Labubu在电商平台上的销量猛涨。数据显示，今年第二季度，在Shopee、Lazada及TikTok Shop这三大越南电商平台上，Labubu相关商品的<strong>销售额高达52亿越南盾（约合20.8万美元），相较今年第一季度暴涨了665%</strong>。</span></span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;">在泰国，Labubu受到消费者的喜爱，甚至<strong>带动了旅游业</strong>。据悉，许多泰国消费者会专门来中国旅游，以购买Labubu玩具作为纪念品。而泰国国家旅游局还与泡泡玛特公司合作，邀请真人大小的Labubu吉祥物来曼谷参加活动，以拉动旅游业增长。</span></span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><p style="text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/Fq2tzECo8lUAQgZI2evSzDFJZvjB" /></p><section style="text-align: center; margin-bottom: 0px; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 15px; color: #888888;">（Labubu吉祥物落地曼谷 图源：channel news asia）</span><p> </p></section><section style="text-align: justify; margin-bottom: 0px; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;">在印尼，Labubu也于社交媒体上走红，引来无数消费者围观、点赞并购买。可以说，Labubu如今已经在东南亚掀起了一股“中国潮玩热”。</span></span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><section style="margin-right: 8px; margin-bottom: 0px; margin-left: 8px; letter-spacing: 0.578px; text-wrap: wrap; text-align: center; line-height: 1.75em;"><span style="font-family: Calibri; font-size: 16px;"><img class="rich_pages wxw-img" style="height: 79px; color: #222222; letter-spacing: 0.544px; caret-color: rgba(0, 0, 0, 0); outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; width: 562px; visibility: visible !important;" src="https://pic.app.58cammp.com/FgHxlqEKGktc9Gy2cqON1QqTdbGd" /></span></section><section style="margin-bottom: 0px; letter-spacing: 0.578px; text-wrap: wrap; text-align: center;"><strong style="text-align: justify; text-indent: 0em; font-size: var(--articleFontsize); letter-spacing: 0.034em; font-family: Calibri;"><span style="color: #021eaa;">中国潮玩出海</span></strong></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;">回顾过去几年，我国的潮玩市场可谓是以惊人的速度发展着。</span></span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;">一份来自商业咨询公司弗若斯特沙利文的数据指出，2019—2021年间，中国潮玩市场的规模以33%的惊人复合年增长率快速扩大。<strong>到2021年时，我国潮玩市场的规模就达到了惊人的345亿元</strong>。此后虽然增速有所减缓，但整体而言，我国潮玩市场依旧在以较为强劲的势头增长着。</span></span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><p style="text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/FhlsLWTlubnRouNoSphLL-p34RF5" /></p><section style="text-align: center; margin-bottom: 0px; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 15px; color: #888888;">（中国潮玩市场增长 图源：开源证券）</span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span class="empty_paragraph" style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;">不过随着国内潮玩市场的快速发展，竞争也日益激烈，许多潮玩品牌有感于国内市场趋近饱和，于是开始寻找第二增长点。所幸，<strong>广阔的海外市场为中国卖家提供了许多新的机遇。</strong></span></span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span class="empty_paragraph" style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;">当前，在电商市场的推动下，全球潮玩市场也正在稳定增长着。数据显示，2022年，全球玩具市场规模为3058.1亿美元，2023—2030年间，这一市场的复合年增长率预计为3.14%，<strong>到2030年时，这一市场的规模预计会增长至3916.2亿美元，不可谓不惊人。</strong></span></span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span class="empty_paragraph" style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;">因此，许多中国潮玩企业纷纷出海，将自己的产品和中国潮玩文化带到欧美、日韩、东南亚等各大市场。这些出海企业中不乏实力强劲的头号玩家，除了上文提到的做出了Labubu这种大爆款产品的泡泡玛特，<strong>52TOYS、名创优品</strong>等企业也都在海外市场取得了不错的成绩。比方说52TOYS，它积极<strong>参加海外展会、开设快闪店、打造本土化产品</strong>，最终成功在海外消费者中<strong>建立起了一定的品牌知名度。</strong></span></span></section><section style="margin-bottom: 0px; text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><p style="text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/FoDxKxN6bu2BiZTmN3Gi9BqcIZ-d" /></p><section style="text-align: center; margin-bottom: 0px; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 15px; color: #888888;">（52TOYS参加日本WF展图源：52TOYS）</span></section><section style="text-align: justify; margin-bottom: 0px; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span class="empty_paragraph" style="font-family: 微软雅黑, sans-serif; font-size: 16px;"> </span></section><section style="text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"><span style="font-family: 微软雅黑, sans-serif; font-size: 16px;">综合来看，随着全球潮玩市场的不断发展和中国潮玩品牌实力的不断提升，我国潮玩企业出海的前景将更加广阔。不过客观来说，我国潮玩企业在海外市场也会面临一些挑战，比如来自万代、乐高等全球知名潮玩品牌的竞争压力，比如不同国家的不同文化背景和消费习惯，等等。如何保持独特的竞争优势并在广阔的海外市场站稳脚跟，是我国出海企业需要好好思考的问题。</span></section><section style="text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"></section><section style="text-align: justify; margin-left: 8px; margin-right: 8px; line-height: 1.75em; text-indent: 0em;"></section><p style="display: none;"> </p> <!----></div> 很快會有更多更好的卡通 好吧！ 悟空应该火起来呀:lol:lol 加油加油
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