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Steayyyyy
2021-06-28
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Pop Mart, your attraction balance is insufficient, please top up
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Under many difficulties, Wang Ning urgently needs to create new beliefs to provide<a href=\"https://laohu8.com/S/09992\">Pop Mart</a>The establishment of a second \"Vatican\". After listing, Pop Mart didn't live a happy life with the prince ever after like the princess in fairy tales.</p><p>\"It's all the same. It's been a long time since I haven't had a baby that can make my eyes shine,\" Xu Ye said.</p><p>Xu Ye, who is about to be a senior, went to Yintai near the school for dinner and shopping with his classmates as usual. When you enter the mall, you can see a Pop Mart. In recent months, this fanatical old fan of Molly has passed straight by the store without even looking inside.</p><p>The attraction of Pop Mart to players is slowly declining.</p><p>\"The last time I was so excited to even the box end was last summer, when Pop Mart and Harry Potter jointly branded the Wizarding World series. It's so awesome!\" Xu Ye also told us that at that time, in order to draw hidden money, but he didn't want to lose the fun of drawing blind boxes, I struggled for a long time with single drawing and even box ends, \"As long as I pass by, I will go into the store and touch them.\"</p><p>Players have failed to create another IP that continues to be as popular as Molly. Co-branding seems to be Pop Mart's strategy. In 2020, Pop Mart cooperated with many well-known IPs around the world to launch Naruto, Harry Potter,<a href=\"https://laohu8.com/S/DIS\">Disney</a>Princess and other series of blind boxes, through these mature IPs that have accumulated a group of loyal fans, promote the sales of blind boxes.</p><p>According to the first financial report released by Pop Mart after its listing, the sales volume of Hua Dan Molly in 2020 will be 357 million Hong Kong dollars, accounting for 14.2%. Compared with 456 million in 2019, this data is obviously inferior.<b>With such a big retrogression of the ace IP, Pop Mart's desire for the second growth curve is visible to the naked eye.</b></p><p>In addition, the capital market also has a skeptical attitude towards this. Since its listing at the end of last year, Pop Mart's stock price has jumped all the way, and its market value has exceeded 100 billion Hong Kong dollars. However, it fell to HK $60.3 on March 30, the stock price fell by nearly 50%, and the market value evaporated by more than HK $70 billion.</p><p>Wang Ning seems to be trying to save himself.</p><p>Recently, some media found that Pop Mart Tmall flagship store has launched a variety of cosmetics products jointly branded with Orange Blossom. According to reports, online products include lipstick, eye shadow and other products. The unit price of the products is between 50-150 yuan. It is targeted at young people aged 18-24, and the user group has a high degree of overlap with the audience of Pop Mart blind box.</p><p><b>Players are down, the popularity is reduced, and the stock price is halved... Under many difficulties, Wang Ning urgently needs to create a new belief and build a second \"Vatican\" for Pop Mart.</b></p><p><img src=\"https://static.tigerbbs.com/a3c45271256f5d07d55b69da18adf6a3\" tg-width=\"1080\" tg-height=\"1037\" referrerpolicy=\"no-referrer\"></p><p><b>Sleepy</b><b>In blind box, even more trapped in IP</b></p><p>As a brand with a large number of \"believers\", Pop Mart labels itself as trendy toys, fashion, art, etc., emphasizing IP identity and cultural consumption connotation, and gradually weakening the price sensitivity of players.</p><p>But this trick seemed to be difficult to work.</p><p>\"Blind boxes are getting more and more expensive now. Originally, a box in 59 yuan was generally used, but now it's sixty or seventy. I didn't notice how good the quality has become. With such a high price and no new style, then I might as well buy a bag of coffee beans.\" Worked in<a href=\"https://laohu8.com/S/SBUX\">Starbucks</a>Yu Huanxiang Box Lunch Finance, a post-00s girl<i>(ID: daxiongfan)</i>Spit to.</p><p>\"In the past, drawing a blind box was just like being stupefied. As long as you passed by Pop Mart, you would definitely go in, and you wouldn't come out without spending four or five hundred yuan every time. Back and forth, I probably spent 10,000 yuan on the blind box. The first time I bought it should be Molly Westward Journey series, and I smoked a pig Bajie. By the way, I also bought Jingwei of Pop Mart that day!\" After many years, Yu Huan can still clearly recall the details of the first purchase of Pop Mart blind box.</p><p>When asked why he was so obsessed with the blind box, Yu Huan said: \"It's just to draw hidden money. It feels similar to the psychology of buying a lottery ticket. If you win the lottery, you will be very excited. When you send it to your circle of friends, many people will envy it. A sense of accomplishment.\"</p><p><img src=\"https://static.tigerbbs.com/0ac8e185bd6b79df93c19d3a90261b5e\" tg-width=\"887\" tg-height=\"1920\" referrerpolicy=\"no-referrer\"></p><p>Yu Huan showed us the first blind box she drew, photo courtesy of the interviewee</p><p>Box Lunch Finance once mentioned the term \"sectarian brand\" in the article \"Beetles stop production, sectarian brands finally lose to industry trends\".</p><p>There is a word in English called cult-brand. In the dictionary, cult means: fanaticism; Pagan groups; Religious beliefs; Worship ceremonies; A fashionable person<i>(or thing)</i>； Believers. Linked with the brand brand, it refers to a brand specifically, which has a religious status. The brand is the belief, and the consumer is the believers. Customers are fanatically obsessed with the brand, and the brand loyalty catches up with the believers' religious height. It can be called a \"sectarian brand\".</p><p><b>The blind box is to Pop Mart what the Beetle is to the public, and Coke is to<a href=\"https://laohu8.com/S/KO\">Coca-Cola</a>, for consumers, it is a kind of \"belief\" and a foundation for brands.</b></p><p>Now, Pop Mart's belief attraction value needs to be recharged.</p><p>\"Now there are blind box dolls everywhere in my house, and there is no place to put them. When I bought some of them, I found that they were similar to the previous series, nothing new, and gradually I became less interested.\" Yu Huan continued with a wry smile, \"Now I think about it. It was so stupid at that time. It was useless to buy so many when my mind was hot. And now the baby you like can go directly to the second-hand platform to buy it, without having to dismantle it yourself.\"</p><p>Pop Mart, which focuses on novelty and interesting, was founded in Pop Mart in 2010. It rose rapidly around 2017 and became the favorite of players. Four or five years later, for young players like Yu Huan who are pursuing novelty, blind boxes have not created new attractions, and it has become an inevitable trend.</p><p>According to the 2020 financial report data, Pop Mart's total operating income in 2020 was 2.532 billion yuan, a year-on-year increase of 49.25%, and the net profit attributable to the parent company after deducting non-existing expenses was 493 million yuan, a year-on-year increase of 11.51%. The compound growth rate of revenue from 2018 to 2020 is 152% respectively.</p><p><b>Success is also exclusive IP, failure is also exclusive IP.</b>Pop Mart's year-on-year revenue growth rate in 2020 has experienced a cliff-like decline.</p><p>The 2020 annual report shows that the proportion of non-exclusive IP in sales has increased from 159 million yuan to 444 million yuan, and the proportion of revenue has increased from 9.5% in 2019 to 17.7% in 2020. At the same time, the proportion of self-owned IP only increased by 1.8%, while the proportion of exclusive IP decreased by 7.1%.</p><p>Pop Mart's reliance on non-exclusive IP with lower gross margins is becoming greater. On the other hand, among Pop Mart's own IP, only Molly is still the only one who takes the lead. From the effect point of view, in addition to increasing SKUs, co-branded models have become the main revenue force of Pop Mart.</p><p>It is worth noting that<b>Non-exclusive joint cooperation means that anyone can launch homogeneous and similar products.</b></p><p><b>Build a new city for players</b></p><p>Wang Ning is constantly redefining blind boxes and Pop Mart.</p><p>“<b>Pop Mart is not only a trendy play, but now it is more like a platform. The core of Pop Mart is retail entertainment, and it is also a work of art rather than a simple trendy play.</b>Wang Ning, founder of Pop Mart, said in an interview with the media.</p><p>Similar views have been expressed once at the beginning of this year.</p><p>At that time, he made it clear,<b>Pop Mart is essentially an IP operation company with trendy toys as its carrier</b>。</p><p>After listing, tearing off the label of the blind box and redefining Pop Mart became Wang Ning's \"daily life\". Tearing off and redefining is not only the repetition and combing of language such as interviews and public speeches, but also directly reflects this in action.</p><p>For example, a number of cosmetics products co-branded with Orange Blossom have been launched.</p><p>Even though she had lost interest in the blind box doll, when Yu Huan read the Pop Mart makeup review on Xiaohongshu and saw the Flying baby she once loved appear on the lip glaze lid, the eye shadow palette, and the loose powder, she still shouted \"So cute!\" Throw the purchase link to her boyfriend.</p><p>\"The color of the lip oil is very beautiful, and the color scheme of the eye shadow palette is also very daily. It can be used at work. The key is that it matches perfect with Flying baby! Just looking at it, my mood has changed.\" Yu Huan danced and explained her again.</p><p>This just confirms what Pop Mart CEO Wang Ning said,<b>The trendy play industry is, to some extent, for aesthetic and design consumption. Art will not go out of style, and blind box consumers really pay attention to trendy toys and IP, rather than the consumption form of \"blind box\".</b></p><p>Wang Ning's new \"Vatican\" is also being built step by step.</p><p><b>The first step is to convey the new \"doctrine\" to \"believers\".</b></p><p>In many interviews, Wang Ning constantly mentioned new consumption trends, that is, from quality consumption, brand consumption and taste consumption to character consumption.</p><p>This imperceptibly labeled Pop Mart with taste and character. This coincides with the fact that he has always emphasized that trendy play is a culture.</p><p>By launching cross-border cooperation products such as cosmetics,<b>Pop Mart is trying to break free from the shackles of blind boxes, so that trendy toys are no longer defined as a single blind box doll, but a cultural symbol.</b>Wang Ning said that consumption is to solve the problem of existence and satisfaction, and there are different carriers, business models and consumer goods to solve it in different times.</p><p>Just like sneakers and Moutai, Pop Mart is redefining trendy play and building a trendy play tribe of their own, providing a platform for the creation of new beliefs.</p><p><b>The second step is to create new beliefs.</b></p><p>Statistics from the National Bureau of Statistics show that from 2015 to 2020, the consumption of cosmetics in my country increased from 204.9 billion yuan to 340 billion yuan, an increase of 9.5% compared with 2019, with a compound growth rate of approximately 8.81%. In the cosmetics industry, the cosmetics industry accounts for 11%, ranking third, but the cosmetics industry has the highest compound growth rate in 2019, reaching 19.43%, which is higher than the industry average of 9.92%.</p><p>Perhaps Pop Mart took a fancy to this huge market and chose the cross-border cosmetics field to test the waters. Adding makeup with the same fashion attributes and increasing SKUs will have more advantages than disadvantages.</p><p>Pop Mart's cross-border makeup is not just to create revenue. Just like Wang Ning's plan to extend trendy play to games, film and television, parks and other fields,<b>Pop Mart is currently more focused on creating a new, sustainable faith. That is to make Chaowan an artistic aesthetic, a social currency of a group, and create a sense of IP identity.</b></p><p><img src=\"https://static.tigerbbs.com/c2b0a62ac80b9baa4371043595a9ddb8\" tg-width=\"1080\" tg-height=\"722\" referrerpolicy=\"no-referrer\"></p><p>Stores in Pop Mart, marked \"ART\"</p><p><b>The third step should be to awaken the \"believers\".</b></p><p>From the slowdown in Pop Mart's performance and the decline in revenue of some IP products, it is not difficult to see that the believers once brought by blind boxes are gradually leaving because there is no more fresh stimulus.</p><p>However, Yu Huan is no longer interested in buying dolls, but has a desire to buy makeup because of the Flying baby on the co-branded makeup, which shows that Pop Mart still has certain influence as a \"sectarian brand\".</p><p><b>Pop Mart's attempt to cross-border co-brand is precisely to identify the power of belief of blind box players, hoping to stimulate consumers' desire to buy and guide players to return through the feelings of old players for blind box dolls, combined with new forms of expression.</b></p><p>Up to now, the monthly sales volume of cosmetics in Pop Mart Tmall flagship store is 500 +. Compared with the sales data of 8W + monthly sales of blind boxes, cosmetics products are far inferior to blind boxes. Can Wang Ning's new \"Vatican\" really effectively stop the loss of old players and guide new players in?</p><p>Judging from the current situation, even though there are endless blind box brands emerging nowadays, there is still no IP that can have as many fans as Molly.</p><p>From products to beliefs, there is a long way to go.</p><p><b>Who can be a friend of time</b></p><p>Pop Mart's family is not the only one who suffers from this dilemma.</p><p>New consumer brands such as Perfect Diary, Zhong Xuegao, and Huaxizi all started from online celebrity products and became the leading brands that occupied the consumption position of young people. But these new consumer brands, like Pop Mart, are born on traffic, but they are also burdened by traffic.<b>For consumers, these brands have a single memory point, and relying on a single explosive product cannot retain consumers for a long time.</b></p><p>Cao Hu, head of the Chinese market of Kotler Consulting Group, once said: \"New brands are gradually evolving from planting grass in the early stage to planting trees. New brands not only mean high sales and high conversion of products, but also need to be based on building brand value barriers.\"</p><p>Therefore,<b>Establishing brand dialogue and raising the Internet celebrity label to brand attraction has become the way out that new consumer brands need to explore.</b></p><p>Lego, which is the same toy brand as Pop Mart, has been rooted in the American market for a long time and has gradually become a cultural phenomenon in the adult world. Besides cooperating with other cultural brands to extend its own culture to a wider market, it is also because Lego is good at creating stories for its own IP.</p><p>In 1974, Lego gave birth to the first immovable doll, which was later updated into a doll with movable hands. In 1978, the iconic Minifigure was released, with rich facial expressions and movable hands and feet. Like molly in Pop Mart, Minifigure became a major feature of Lego bricks.</p><p>With Minifigure, Lego began to incorporate scenes and stories into the set.<b>This enables consumers to have a dialogue with brands, associate with IP, and achieve empathy, thereby increasing the viscosity between consumers and brands.</b></p><p><img src=\"https://static.tigerbbs.com/b66287358f506a98124709495768a09a\" tg-width=\"630\" tg-height=\"944\" referrerpolicy=\"no-referrer\"></p><p>LEGO made by netizens ® minifigures relatives character relationship diagram, source network</p><p>Lin Sheng, founder of Zhong Xuegao, mentioned a similar point of view, \"Brand = online celebrity + time\".</p><p>Nowadays, new consumer brands like Pop Mart are going through the test of time. But time doesn't have so many friends.</p><p>Wu Daiqi, CEO of Shenzhen Siqisheng Company, said,<b>It will not be too easy for Pop Mart's cross-border cosmetics to boost its performance.</b>Pop Mart only harvests a specific small number of consumers with its own IP, and it is difficult to achieve development breaking the circle. In addition, Pop Mart's makeup integration launched its own IP, but its IP lacks long-term content output, and it is still difficult to become a popular IP at present, which makes its makeup development subject to certain limitations.</p><p>Recently, Pop Mart released two novice offices worth 1,000 yuan, proposing the concept of transitioning blind box toys to the level of art collectibles.</p><p>The \"2020 China Blind Box Industry Development Status and Market Research and Analysis Report\" mentioned that brand and appearance are the primary considerations for blind box users to purchase. The data shows that more than 60% of users said they would choose blind boxes based on brand and appearance, followed by the influence of price factors.</p><p>They value economical applicability and face value more than interesting souls.</p>","source":"fhcj","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>Pop Mart, your attraction balance is insufficient, please top up</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\">\nPop Mart, your attraction balance is insufficient, please top up\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">盒饭财经</strong><span class=\"h-time small\">2021-06-27 08:10</span>\n</p>\n</h4>\n</header>\n<article>\n<p>Players are down, the popularity is reduced, and the stock price is halved... Under many difficulties, Wang Ning urgently needs to create new beliefs to provide<a href=\"https://laohu8.com/S/09992\">Pop Mart</a>The establishment of a second \"Vatican\". After listing, Pop Mart didn't live a happy life with the prince ever after like the princess in fairy tales.</p><p>\"It's all the same. It's been a long time since I haven't had a baby that can make my eyes shine,\" Xu Ye said.</p><p>Xu Ye, who is about to be a senior, went to Yintai near the school for dinner and shopping with his classmates as usual. When you enter the mall, you can see a Pop Mart. In recent months, this fanatical old fan of Molly has passed straight by the store without even looking inside.</p><p>The attraction of Pop Mart to players is slowly declining.</p><p>\"The last time I was so excited to even the box end was last summer, when Pop Mart and Harry Potter jointly branded the Wizarding World series. It's so awesome!\" Xu Ye also told us that at that time, in order to draw hidden money, but he didn't want to lose the fun of drawing blind boxes, I struggled for a long time with single drawing and even box ends, \"As long as I pass by, I will go into the store and touch them.\"</p><p>Players have failed to create another IP that continues to be as popular as Molly. Co-branding seems to be Pop Mart's strategy. In 2020, Pop Mart cooperated with many well-known IPs around the world to launch Naruto, Harry Potter,<a href=\"https://laohu8.com/S/DIS\">Disney</a>Princess and other series of blind boxes, through these mature IPs that have accumulated a group of loyal fans, promote the sales of blind boxes.</p><p>According to the first financial report released by Pop Mart after its listing, the sales volume of Hua Dan Molly in 2020 will be 357 million Hong Kong dollars, accounting for 14.2%. Compared with 456 million in 2019, this data is obviously inferior.<b>With such a big retrogression of the ace IP, Pop Mart's desire for the second growth curve is visible to the naked eye.</b></p><p>In addition, the capital market also has a skeptical attitude towards this. Since its listing at the end of last year, Pop Mart's stock price has jumped all the way, and its market value has exceeded 100 billion Hong Kong dollars. However, it fell to HK $60.3 on March 30, the stock price fell by nearly 50%, and the market value evaporated by more than HK $70 billion.</p><p>Wang Ning seems to be trying to save himself.</p><p>Recently, some media found that Pop Mart Tmall flagship store has launched a variety of cosmetics products jointly branded with Orange Blossom. According to reports, online products include lipstick, eye shadow and other products. The unit price of the products is between 50-150 yuan. It is targeted at young people aged 18-24, and the user group has a high degree of overlap with the audience of Pop Mart blind box.</p><p><b>Players are down, the popularity is reduced, and the stock price is halved... Under many difficulties, Wang Ning urgently needs to create a new belief and build a second \"Vatican\" for Pop Mart.</b></p><p><img src=\"https://static.tigerbbs.com/a3c45271256f5d07d55b69da18adf6a3\" tg-width=\"1080\" tg-height=\"1037\" referrerpolicy=\"no-referrer\"></p><p><b>Sleepy</b><b>In blind box, even more trapped in IP</b></p><p>As a brand with a large number of \"believers\", Pop Mart labels itself as trendy toys, fashion, art, etc., emphasizing IP identity and cultural consumption connotation, and gradually weakening the price sensitivity of players.</p><p>But this trick seemed to be difficult to work.</p><p>\"Blind boxes are getting more and more expensive now. Originally, a box in 59 yuan was generally used, but now it's sixty or seventy. I didn't notice how good the quality has become. With such a high price and no new style, then I might as well buy a bag of coffee beans.\" Worked in<a href=\"https://laohu8.com/S/SBUX\">Starbucks</a>Yu Huanxiang Box Lunch Finance, a post-00s girl<i>(ID: daxiongfan)</i>Spit to.</p><p>\"In the past, drawing a blind box was just like being stupefied. As long as you passed by Pop Mart, you would definitely go in, and you wouldn't come out without spending four or five hundred yuan every time. Back and forth, I probably spent 10,000 yuan on the blind box. The first time I bought it should be Molly Westward Journey series, and I smoked a pig Bajie. By the way, I also bought Jingwei of Pop Mart that day!\" After many years, Yu Huan can still clearly recall the details of the first purchase of Pop Mart blind box.</p><p>When asked why he was so obsessed with the blind box, Yu Huan said: \"It's just to draw hidden money. It feels similar to the psychology of buying a lottery ticket. If you win the lottery, you will be very excited. When you send it to your circle of friends, many people will envy it. A sense of accomplishment.\"</p><p><img src=\"https://static.tigerbbs.com/0ac8e185bd6b79df93c19d3a90261b5e\" tg-width=\"887\" tg-height=\"1920\" referrerpolicy=\"no-referrer\"></p><p>Yu Huan showed us the first blind box she drew, photo courtesy of the interviewee</p><p>Box Lunch Finance once mentioned the term \"sectarian brand\" in the article \"Beetles stop production, sectarian brands finally lose to industry trends\".</p><p>There is a word in English called cult-brand. In the dictionary, cult means: fanaticism; Pagan groups; Religious beliefs; Worship ceremonies; A fashionable person<i>(or thing)</i>； Believers. Linked with the brand brand, it refers to a brand specifically, which has a religious status. The brand is the belief, and the consumer is the believers. Customers are fanatically obsessed with the brand, and the brand loyalty catches up with the believers' religious height. It can be called a \"sectarian brand\".</p><p><b>The blind box is to Pop Mart what the Beetle is to the public, and Coke is to<a href=\"https://laohu8.com/S/KO\">Coca-Cola</a>, for consumers, it is a kind of \"belief\" and a foundation for brands.</b></p><p>Now, Pop Mart's belief attraction value needs to be recharged.</p><p>\"Now there are blind box dolls everywhere in my house, and there is no place to put them. When I bought some of them, I found that they were similar to the previous series, nothing new, and gradually I became less interested.\" Yu Huan continued with a wry smile, \"Now I think about it. It was so stupid at that time. It was useless to buy so many when my mind was hot. And now the baby you like can go directly to the second-hand platform to buy it, without having to dismantle it yourself.\"</p><p>Pop Mart, which focuses on novelty and interesting, was founded in Pop Mart in 2010. It rose rapidly around 2017 and became the favorite of players. Four or five years later, for young players like Yu Huan who are pursuing novelty, blind boxes have not created new attractions, and it has become an inevitable trend.</p><p>According to the 2020 financial report data, Pop Mart's total operating income in 2020 was 2.532 billion yuan, a year-on-year increase of 49.25%, and the net profit attributable to the parent company after deducting non-existing expenses was 493 million yuan, a year-on-year increase of 11.51%. The compound growth rate of revenue from 2018 to 2020 is 152% respectively.</p><p><b>Success is also exclusive IP, failure is also exclusive IP.</b>Pop Mart's year-on-year revenue growth rate in 2020 has experienced a cliff-like decline.</p><p>The 2020 annual report shows that the proportion of non-exclusive IP in sales has increased from 159 million yuan to 444 million yuan, and the proportion of revenue has increased from 9.5% in 2019 to 17.7% in 2020. At the same time, the proportion of self-owned IP only increased by 1.8%, while the proportion of exclusive IP decreased by 7.1%.</p><p>Pop Mart's reliance on non-exclusive IP with lower gross margins is becoming greater. On the other hand, among Pop Mart's own IP, only Molly is still the only one who takes the lead. From the effect point of view, in addition to increasing SKUs, co-branded models have become the main revenue force of Pop Mart.</p><p>It is worth noting that<b>Non-exclusive joint cooperation means that anyone can launch homogeneous and similar products.</b></p><p><b>Build a new city for players</b></p><p>Wang Ning is constantly redefining blind boxes and Pop Mart.</p><p>“<b>Pop Mart is not only a trendy play, but now it is more like a platform. The core of Pop Mart is retail entertainment, and it is also a work of art rather than a simple trendy play.</b>Wang Ning, founder of Pop Mart, said in an interview with the media.</p><p>Similar views have been expressed once at the beginning of this year.</p><p>At that time, he made it clear,<b>Pop Mart is essentially an IP operation company with trendy toys as its carrier</b>。</p><p>After listing, tearing off the label of the blind box and redefining Pop Mart became Wang Ning's \"daily life\". Tearing off and redefining is not only the repetition and combing of language such as interviews and public speeches, but also directly reflects this in action.</p><p>For example, a number of cosmetics products co-branded with Orange Blossom have been launched.</p><p>Even though she had lost interest in the blind box doll, when Yu Huan read the Pop Mart makeup review on Xiaohongshu and saw the Flying baby she once loved appear on the lip glaze lid, the eye shadow palette, and the loose powder, she still shouted \"So cute!\" Throw the purchase link to her boyfriend.</p><p>\"The color of the lip oil is very beautiful, and the color scheme of the eye shadow palette is also very daily. It can be used at work. The key is that it matches perfect with Flying baby! Just looking at it, my mood has changed.\" Yu Huan danced and explained her again.</p><p>This just confirms what Pop Mart CEO Wang Ning said,<b>The trendy play industry is, to some extent, for aesthetic and design consumption. Art will not go out of style, and blind box consumers really pay attention to trendy toys and IP, rather than the consumption form of \"blind box\".</b></p><p>Wang Ning's new \"Vatican\" is also being built step by step.</p><p><b>The first step is to convey the new \"doctrine\" to \"believers\".</b></p><p>In many interviews, Wang Ning constantly mentioned new consumption trends, that is, from quality consumption, brand consumption and taste consumption to character consumption.</p><p>This imperceptibly labeled Pop Mart with taste and character. This coincides with the fact that he has always emphasized that trendy play is a culture.</p><p>By launching cross-border cooperation products such as cosmetics,<b>Pop Mart is trying to break free from the shackles of blind boxes, so that trendy toys are no longer defined as a single blind box doll, but a cultural symbol.</b>Wang Ning said that consumption is to solve the problem of existence and satisfaction, and there are different carriers, business models and consumer goods to solve it in different times.</p><p>Just like sneakers and Moutai, Pop Mart is redefining trendy play and building a trendy play tribe of their own, providing a platform for the creation of new beliefs.</p><p><b>The second step is to create new beliefs.</b></p><p>Statistics from the National Bureau of Statistics show that from 2015 to 2020, the consumption of cosmetics in my country increased from 204.9 billion yuan to 340 billion yuan, an increase of 9.5% compared with 2019, with a compound growth rate of approximately 8.81%. In the cosmetics industry, the cosmetics industry accounts for 11%, ranking third, but the cosmetics industry has the highest compound growth rate in 2019, reaching 19.43%, which is higher than the industry average of 9.92%.</p><p>Perhaps Pop Mart took a fancy to this huge market and chose the cross-border cosmetics field to test the waters. Adding makeup with the same fashion attributes and increasing SKUs will have more advantages than disadvantages.</p><p>Pop Mart's cross-border makeup is not just to create revenue. Just like Wang Ning's plan to extend trendy play to games, film and television, parks and other fields,<b>Pop Mart is currently more focused on creating a new, sustainable faith. That is to make Chaowan an artistic aesthetic, a social currency of a group, and create a sense of IP identity.</b></p><p><img src=\"https://static.tigerbbs.com/c2b0a62ac80b9baa4371043595a9ddb8\" tg-width=\"1080\" tg-height=\"722\" referrerpolicy=\"no-referrer\"></p><p>Stores in Pop Mart, marked \"ART\"</p><p><b>The third step should be to awaken the \"believers\".</b></p><p>From the slowdown in Pop Mart's performance and the decline in revenue of some IP products, it is not difficult to see that the believers once brought by blind boxes are gradually leaving because there is no more fresh stimulus.</p><p>However, Yu Huan is no longer interested in buying dolls, but has a desire to buy makeup because of the Flying baby on the co-branded makeup, which shows that Pop Mart still has certain influence as a \"sectarian brand\".</p><p><b>Pop Mart's attempt to cross-border co-brand is precisely to identify the power of belief of blind box players, hoping to stimulate consumers' desire to buy and guide players to return through the feelings of old players for blind box dolls, combined with new forms of expression.</b></p><p>Up to now, the monthly sales volume of cosmetics in Pop Mart Tmall flagship store is 500 +. Compared with the sales data of 8W + monthly sales of blind boxes, cosmetics products are far inferior to blind boxes. Can Wang Ning's new \"Vatican\" really effectively stop the loss of old players and guide new players in?</p><p>Judging from the current situation, even though there are endless blind box brands emerging nowadays, there is still no IP that can have as many fans as Molly.</p><p>From products to beliefs, there is a long way to go.</p><p><b>Who can be a friend of time</b></p><p>Pop Mart's family is not the only one who suffers from this dilemma.</p><p>New consumer brands such as Perfect Diary, Zhong Xuegao, and Huaxizi all started from online celebrity products and became the leading brands that occupied the consumption position of young people. But these new consumer brands, like Pop Mart, are born on traffic, but they are also burdened by traffic.<b>For consumers, these brands have a single memory point, and relying on a single explosive product cannot retain consumers for a long time.</b></p><p>Cao Hu, head of the Chinese market of Kotler Consulting Group, once said: \"New brands are gradually evolving from planting grass in the early stage to planting trees. New brands not only mean high sales and high conversion of products, but also need to be based on building brand value barriers.\"</p><p>Therefore,<b>Establishing brand dialogue and raising the Internet celebrity label to brand attraction has become the way out that new consumer brands need to explore.</b></p><p>Lego, which is the same toy brand as Pop Mart, has been rooted in the American market for a long time and has gradually become a cultural phenomenon in the adult world. Besides cooperating with other cultural brands to extend its own culture to a wider market, it is also because Lego is good at creating stories for its own IP.</p><p>In 1974, Lego gave birth to the first immovable doll, which was later updated into a doll with movable hands. In 1978, the iconic Minifigure was released, with rich facial expressions and movable hands and feet. Like molly in Pop Mart, Minifigure became a major feature of Lego bricks.</p><p>With Minifigure, Lego began to incorporate scenes and stories into the set.<b>This enables consumers to have a dialogue with brands, associate with IP, and achieve empathy, thereby increasing the viscosity between consumers and brands.</b></p><p><img src=\"https://static.tigerbbs.com/b66287358f506a98124709495768a09a\" tg-width=\"630\" tg-height=\"944\" referrerpolicy=\"no-referrer\"></p><p>LEGO made by netizens ® minifigures relatives character relationship diagram, source network</p><p>Lin Sheng, founder of Zhong Xuegao, mentioned a similar point of view, \"Brand = online celebrity + time\".</p><p>Nowadays, new consumer brands like Pop Mart are going through the test of time. But time doesn't have so many friends.</p><p>Wu Daiqi, CEO of Shenzhen Siqisheng Company, said,<b>It will not be too easy for Pop Mart's cross-border cosmetics to boost its performance.</b>Pop Mart only harvests a specific small number of consumers with its own IP, and it is difficult to achieve development breaking the circle. In addition, Pop Mart's makeup integration launched its own IP, but its IP lacks long-term content output, and it is still difficult to become a popular IP at present, which makes its makeup development subject to certain limitations.</p><p>Recently, Pop Mart released two novice offices worth 1,000 yuan, proposing the concept of transitioning blind box toys to the level of art collectibles.</p><p>The \"2020 China Blind Box Industry Development Status and Market Research and Analysis Report\" mentioned that brand and appearance are the primary considerations for blind box users to purchase. The data shows that more than 60% of users said they would choose blind boxes based on brand and appearance, followed by the influence of price factors.</p><p>They value economical applicability and face value more than interesting souls.</p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://mp.weixin.qq.com/s/VMa7AAEdz_tgf5mKJapZUQ\">盒饭财经</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/dd40dddca725efa1fb5dd4bfffa34c68","relate_stocks":{"09992":"泡泡玛特"},"source_url":"https://mp.weixin.qq.com/s/VMa7AAEdz_tgf5mKJapZUQ","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1172046294","content_text":"玩家下头、热度降低、股价腰斩……重重困境下，王宁亟需制造出新信仰，为泡泡玛特建立第二座“梵蒂冈”。\n\n上市后的泡泡玛特，并没有如童话里的公主一样，从此和王子过上幸福的生活。\n“换来换去都是差不多，已经很久没有能让我眼前一亮的娃了。”徐烨说到。\n即将大四的徐烨，像往常一样，去学校附近的银泰和同学吃饭、逛街。进入商场，就能看见一家泡泡玛特。近几个月，这位Molly的狂热老粉，路过门店都会径直路过，看都没往里看一眼。\n泡泡玛特对玩家的吸引力，正在慢慢减退。\n“上一次激动到连盒端，还是去年夏天，泡泡玛特和哈利波特联名魔法世界系列。太上头了！”徐烨还告诉我们，当时为了抽到隐藏款，但又不想失去抽盲盒的乐趣，纠结了很久是单抽和连盒端，“只要路过，都会进店里去摸摸。”\n玩家下头，又未能创造出另一个如Molly般持续大火的IP，联名似乎成为泡泡玛特的战略。2020年，泡泡玛特与全球多家知名IP合作，推出了火影忍者、哈利波特、迪士尼公主等多个系列盲盒，通过这些已经积攒下一批忠实粉丝的成熟IP，以推动盲盒销量。\n据泡泡玛特上市后公布的第一份财报来看，2020年当家花旦Molly的销量为3.57亿港元，占比14.2%。这个数据与2019年的4.56亿相比，显然逊色不少。当家王牌IP出现如此大的退步，泡泡玛特对于第二增长曲线的渴求，肉眼可见。\n另外，资本市场对此也抱有质疑的态度。从去年年底上市起，泡泡玛特的股价一路跃升，市值突破千亿港元。却在3月30日跌至60.3港元，股价跌去近50%，市值蒸发700多亿港元。\n王宁似乎在试着自救。\n近期，有媒体发现，泡泡玛特天猫旗舰店上线了多款与橘朵联名的彩妆产品。据报道，线上的产品包括口红、眼影等产品，产品单价在50-150元之间，定位18—24岁年轻群体，用户群体与泡泡玛特盲盒受众重合度较高。\n玩家下头、热度降低、股价腰斩……重重困境下，王宁亟需制造出新信仰，为泡泡玛特建立第二座“梵蒂冈”。\n\n困于盲盒，更困于IP\n作为一个拥有大量“信众”的品牌，泡泡玛特为自己贴上潮玩、时尚、艺术等标签，强调IP的认同感与文化消费内涵，逐步弱化玩家的价格敏感度。\n但这招，似乎不好使了。\n“盲盒现在越卖越贵了，原本普遍59元一盒，现在都六七十。也没发觉质量有变得多好。这么高的价格，款式又没有新意，那我还不如买包咖啡豆了。”任职于星巴克的00后女生余欢向盒饭财经（ID：daxiongfan）吐槽到。\n“以前抽盲盒跟魔怔了一样，只要路过泡泡玛特就一定会进去，每次不花个四五百不会出来。前前后后的，我大概在盲盒上花了小一万了。第一次买应该是Molly西游系列，抽了一个猪八戒。对了，那天还买了泡泡玛特的精卫！”时隔多年，余欢依旧能清晰地回忆起第一次购买泡泡玛特盲盒的细节。\n当问到为何对盲盒如此上头的原因时，余欢说：“就是为了抽隐藏款啊，感觉跟买彩票的心理差不多，抽中了就会很兴奋，发到朋友圈有好多人羡慕，很有成就感。”\n\n 余欢向我们展示她抽到的第一个盲盒，受访者供图\n盒饭财经曾在《甲壳虫停产，教派式品牌终不敌行业趋势》一文中提到了“教派式品牌”一词。\n在英语中有一个词叫做cult-brand，在字典里，cult的含义是：狂热；异教团体；宗教信仰；膜拜仪式；时髦的人（或事物）；信徒。与brand品牌连在一起，特指一个品牌，拥有宗教式的地位，品牌即信仰，消费者即信徒，顾客对品牌狂热地迷恋，品牌忠诚度直追信徒对宗教的高度。可将其称之为“教派式品牌”。\n盲盒之于泡泡玛特，如同甲壳虫之于大众，可乐之于可口可乐，对消费者而言，是一种“信仰”，对品牌而言，是一种根基。\n而现在，泡泡玛特的信仰吸引值，需要充值。\n“现在我家里到处都是盲盒娃娃，放都没地方放，有些买回来发现跟之前的系列差不多，没啥新意，渐渐就没那么感兴趣了。”余欢苦笑一下继续说，“现在想想那时候好傻啊，头脑一热买这么多，也没用。而且现在喜欢的娃可以直接去二手平台淘，根本不用自己去拆。”\n主打新奇、有趣的泡泡玛特，成立于2010年的泡泡玛特，2017年前后迅速崛起，成为玩家的心头好。四五年后，对于余欢这样追逐新鲜感的年轻玩家来说，盲盒没有创造出新的吸引力，下头便成了必然趋势。\n根据2020年财报数据，泡泡玛特2020 年营业总收入为25.32 亿元，同比增长 49.25%，扣非后归母净利润4.93亿元，同比增长11.51%。2018-2020 年收入的复合增速分别为152%。\n成也独家IP，败也独家IP。泡泡玛特2020年营收同比增速出现了断崖式下滑。\n2020年年报显示，非独家IP占销售额从1.59亿元增长到4.44亿元，占营收比重从2019年的9.5%，上升到2020年的17.7%。与此同时，自有IP占比只增加1.8%，独家IP则下降了7.1%。\n泡泡玛特对毛利率较低的非独家IP的依赖正在变大。另一方面，泡泡玛特自有IP中，仍只有Molly独挑大梁。从效果来看，联名除了能增加SKU外，联名款成了泡泡玛特的营收主力。\n值得注意的是，非独家的联名合作，意味着谁都可以推出同质的相似产品。\n为玩家建一座新城\n王宁正在不断重新定义盲盒，重新定义泡泡玛特。\n“泡泡玛特不光是潮玩，如今更像是一个平台，泡泡玛特的核心是零售娱乐化，同时也是艺术品而非简单的潮玩。”泡泡玛特创始人王宁在接受媒体采访时说到。\n而类似的观点，在今年年初已经表达过一次。\n当时他明确表示，泡泡玛特本质是一家以潮玩为载体的IP运营公司。\n上市后，撕掉盲盒的标签，重新定义泡泡玛特，成为王宁的“日常”。撕掉、重新定义，不仅仅是采访、公开演讲等语言上的重复和梳理，更在行动上直接体现着这一点。\n比如，上线了多款与橘朵联名的彩妆产品。\n即使已经对盲盒玩偶失去兴趣，但当余欢在小红书上刷到泡泡玛特彩妆测评，看到曾经喜爱的Flying baby出现在唇釉盖子上、眼影盘上、散粉上时，她仍嚷嚷着“好可爱啊！”将购买链接甩给男友。\n“唇油颜色都很好看啊，眼影盘的配色也很日常，平时上班都能用。关键跟Flying baby搭配得简直绝绝子！光看着心情都变好了。”余欢手舞足蹈的解释着自己的又一次上头。\n这正好印证了泡泡玛特CEO王宁所说的，潮玩这个行业，在某种程度上是为审美和设计消费。艺术不会过时，盲盒消费者真正关注的是潮玩、IP，而不是“盲盒”这一消费形式。\n而王宁的新“梵蒂冈”，也正在一步步搭建中。\n第一步，向“信徒”传达新“教义”。\n王宁在多次采访中不断提起新的消费趋势，即从品质消费、品牌消费、品味消费走向品格消费。\n这在潜移默化中，为泡泡玛特贴上了有品味、有品格的标签。这与他一直强调的潮玩是一种文化不谋而合。\n通过推出彩妆这类跨界合作产品，泡泡玛特正试图挣脱盲盒的束缚，使潮玩不再被定义为单一的盲盒玩偶，而是一种文化符号。王宁称消费是解决存在感和满足感的问题，在不同时代有不同的载体、商业模式和消费品去解决。\n正如球鞋和茅台一样，泡泡玛特正在通过重新定义潮玩，建立一个属于他们自己的潮玩部落，为新信仰的创建，提供平台。\n第二步，创造新的信仰。\n国家统计局统计数据显示，2015年-2020年我国化妆品的消费规模从2049亿元增长到了3400亿元，较2019年增长了9.5%，复合增长率约为8.81%。在化妆品行业中，彩妆行业的占比为11%，位居第三，但彩妆行业在2019年的复合增长率最高，达到了19.43%，高于行业平均的9.92%。\n泡泡玛特或许正是看中了这一庞大的市场，选择跨界彩妆领域来试水。增加同有时尚属性的彩妆，增加SKU，利大于弊。\n泡泡玛特跨界彩妆，并不仅仅为了创造营收。与王宁计划将潮玩延伸至游戏、影视、乐园等领域的目的一样，泡泡玛特目前更注重的是创造一个新的、可持续的信仰。即把潮玩打造成一种艺术审美，一个群体的社交货币，创造IP认同感。\n\n 泡泡玛特的门店，标着“ART”字样\n第三步，应该是唤醒“信徒”。\n从泡泡玛特公司业绩放缓以及部分IP产品营收下降不难看出，曾经由盲盒带来的信众正由于没有更多新鲜的刺激而逐渐脱离。\n但余欢不再有兴趣购买玩偶，却因为联名彩妆上有Flying baby而对彩妆产生购买欲望，则说明泡泡玛特作为一个“教派式品牌”仍具备一定的影响力。\n泡泡玛特尝试跨界联名，正是找准了盲盒玩家的信仰之力，希望通过老玩家对盲盒玩偶的感情，结合新的表现形式，刺激消费者的购买欲望，引导玩家回归。\n截止目前，泡泡玛特天猫旗舰店彩妆月销量500+，与盲盒月销8W+的销售数据相比，彩妆产品远不如盲盒。王宁的新“梵蒂冈”真的能有效阻止老玩家流失，引导新玩家进入吗？\n从现有情况来看，即便如今盲盒品牌层出不穷，但仍没有一个IP能像Molly那样拥有诸多狂热爱好者。\n从产品到信仰，任重而道远。\n谁能成为时间的朋友\n遭遇这一困境的不止泡泡玛特一家。\n像完美日记、钟薛高、花西子等新消费品牌，都是从网红产品起家，成为占领年轻人消费阵地中的头部品牌。但这些新消费品牌也如泡泡玛特一样，依托流量而生，却也被流量所累。对消费者来说这些品牌记忆点单一，而依靠单一爆品，并不能长期留住消费者。\n科特勒咨询集团中国市场负责人曹虎曾表示：“新品牌正在从早期的种草，逐渐向种树演变。新品牌不仅仅意味着产品的高销量和高转化，也需要基于打造品牌价值壁垒。”\n因此，建立品牌对话，将网红标签上升为品牌吸引力，成为了目前新消费品牌需要探索的出路。\n与泡泡玛特同为玩具品牌的乐高，之所以能够根植美国市场经久不衰，逐渐成为成人世界的一种文化现象，除了与其它文化品牌合作，将自己的文化延伸到更广的市场外，还因为乐高擅长为自己的IP创造故事。\n1974年，乐高诞生了第一个不能动的人偶，随后更新成手可以活动的人偶。1978年，发布了具有标志性特征的Minifigure，脸部表情丰富且手脚都可以活动，如泡泡玛特的molly一样，Minifigur成为乐高积木的一大特色。\n有了Minifigure，乐高便开始为套装融入场景和故事。这使得消费者与品牌有了对话，与IP产生关联，达到共情，从而增加消费者与品牌之间的粘度。\n\n 网友制LEGO® minifigures亲戚人物关系图 ，来源网络\n钟薛高创始人林盛提到过类似的观点，“品牌=网红+时间”。\n现如今，像泡泡玛特这样的新消费品牌，便在经历时间的考验。但时间，并没有那么多朋友。\n深圳市思其晟公司CEO伍岱麒表示，泡泡玛特跨界彩妆提振业绩，并不会太容易。泡泡玛特凭借自身IP收割的只是特定的小部分消费者，很难实现破圈发展。此外，泡泡玛特彩妆融合自身IP推出，但其IP缺乏长期内容输出，目前还难以成为大众化接受的IP，这就使其彩妆发展受到一定的局限性。\n近期，泡泡玛特发布了两款价值千元的新手办，提出将盲盒玩具过渡到艺术收藏品级别的理念。\n《2020年中国盲盒行业发展现状及市场调研分析报告》提到，品牌和外观是盲盒用户购买的首要考虑因素。数据显示，有超过六成的用户表示会根据品牌和外观来选择盲盒，其次还有价格因素的影响。\n比起有趣的灵魂，他们更看重经济适用和颜值。","news_type":1,"symbols_score_info":{"09992":0.9}},"isVote":1,"tweetType":1,"viewCount":109,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"hots":[{"id":127906202,"gmtCreate":1624809688306,"gmtModify":1703845437830,"author":{"id":"3581648315106022","authorId":"3581648315106022","name":"Steayyyyy","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":11,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3581648315106022","idStr":"3581648315106022"},"themes":[],"htmlText":"??","listText":"??","text":"??","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/127906202","repostId":"1172046294","repostType":4,"repost":{"id":"1172046294","kind":"news","pubTimestamp":1624752655,"share":"https://ttm.financial/m/news/1172046294?lang=en_US&edition=fundamental","pubTime":"2021-06-27 08:10","market":"hk","language":"zh","title":"Pop Mart, your attraction balance is insufficient, please top up","url":"https://stock-news.laohu8.com/highlight/detail?id=1172046294","media":"盒饭财经","summary":"玩家下头、热度降低、股价腰斩……重重困境下，王宁亟需制造出新信仰，为泡泡玛特建立第二座“梵蒂冈”。\n\n上市后的泡泡玛特，并没有如童话里的公主一样，从此和王子过上幸福的生活。\n“换来换去都是差不多，已经","content":"<p>Players are down, the popularity is reduced, and the stock price is halved... Under many difficulties, Wang Ning urgently needs to create new beliefs to provide<a href=\"https://laohu8.com/S/09992\">Pop Mart</a>The establishment of a second \"Vatican\". After listing, Pop Mart didn't live a happy life with the prince ever after like the princess in fairy tales.</p><p>\"It's all the same. It's been a long time since I haven't had a baby that can make my eyes shine,\" Xu Ye said.</p><p>Xu Ye, who is about to be a senior, went to Yintai near the school for dinner and shopping with his classmates as usual. When you enter the mall, you can see a Pop Mart. In recent months, this fanatical old fan of Molly has passed straight by the store without even looking inside.</p><p>The attraction of Pop Mart to players is slowly declining.</p><p>\"The last time I was so excited to even the box end was last summer, when Pop Mart and Harry Potter jointly branded the Wizarding World series. It's so awesome!\" Xu Ye also told us that at that time, in order to draw hidden money, but he didn't want to lose the fun of drawing blind boxes, I struggled for a long time with single drawing and even box ends, \"As long as I pass by, I will go into the store and touch them.\"</p><p>Players have failed to create another IP that continues to be as popular as Molly. Co-branding seems to be Pop Mart's strategy. In 2020, Pop Mart cooperated with many well-known IPs around the world to launch Naruto, Harry Potter,<a href=\"https://laohu8.com/S/DIS\">Disney</a>Princess and other series of blind boxes, through these mature IPs that have accumulated a group of loyal fans, promote the sales of blind boxes.</p><p>According to the first financial report released by Pop Mart after its listing, the sales volume of Hua Dan Molly in 2020 will be 357 million Hong Kong dollars, accounting for 14.2%. Compared with 456 million in 2019, this data is obviously inferior.<b>With such a big retrogression of the ace IP, Pop Mart's desire for the second growth curve is visible to the naked eye.</b></p><p>In addition, the capital market also has a skeptical attitude towards this. Since its listing at the end of last year, Pop Mart's stock price has jumped all the way, and its market value has exceeded 100 billion Hong Kong dollars. However, it fell to HK $60.3 on March 30, the stock price fell by nearly 50%, and the market value evaporated by more than HK $70 billion.</p><p>Wang Ning seems to be trying to save himself.</p><p>Recently, some media found that Pop Mart Tmall flagship store has launched a variety of cosmetics products jointly branded with Orange Blossom. According to reports, online products include lipstick, eye shadow and other products. The unit price of the products is between 50-150 yuan. It is targeted at young people aged 18-24, and the user group has a high degree of overlap with the audience of Pop Mart blind box.</p><p><b>Players are down, the popularity is reduced, and the stock price is halved... Under many difficulties, Wang Ning urgently needs to create a new belief and build a second \"Vatican\" for Pop Mart.</b></p><p><img src=\"https://static.tigerbbs.com/a3c45271256f5d07d55b69da18adf6a3\" tg-width=\"1080\" tg-height=\"1037\" referrerpolicy=\"no-referrer\"></p><p><b>Sleepy</b><b>In blind box, even more trapped in IP</b></p><p>As a brand with a large number of \"believers\", Pop Mart labels itself as trendy toys, fashion, art, etc., emphasizing IP identity and cultural consumption connotation, and gradually weakening the price sensitivity of players.</p><p>But this trick seemed to be difficult to work.</p><p>\"Blind boxes are getting more and more expensive now. Originally, a box in 59 yuan was generally used, but now it's sixty or seventy. I didn't notice how good the quality has become. With such a high price and no new style, then I might as well buy a bag of coffee beans.\" Worked in<a href=\"https://laohu8.com/S/SBUX\">Starbucks</a>Yu Huanxiang Box Lunch Finance, a post-00s girl<i>(ID: daxiongfan)</i>Spit to.</p><p>\"In the past, drawing a blind box was just like being stupefied. As long as you passed by Pop Mart, you would definitely go in, and you wouldn't come out without spending four or five hundred yuan every time. Back and forth, I probably spent 10,000 yuan on the blind box. The first time I bought it should be Molly Westward Journey series, and I smoked a pig Bajie. By the way, I also bought Jingwei of Pop Mart that day!\" After many years, Yu Huan can still clearly recall the details of the first purchase of Pop Mart blind box.</p><p>When asked why he was so obsessed with the blind box, Yu Huan said: \"It's just to draw hidden money. It feels similar to the psychology of buying a lottery ticket. If you win the lottery, you will be very excited. When you send it to your circle of friends, many people will envy it. A sense of accomplishment.\"</p><p><img src=\"https://static.tigerbbs.com/0ac8e185bd6b79df93c19d3a90261b5e\" tg-width=\"887\" tg-height=\"1920\" referrerpolicy=\"no-referrer\"></p><p>Yu Huan showed us the first blind box she drew, photo courtesy of the interviewee</p><p>Box Lunch Finance once mentioned the term \"sectarian brand\" in the article \"Beetles stop production, sectarian brands finally lose to industry trends\".</p><p>There is a word in English called cult-brand. In the dictionary, cult means: fanaticism; Pagan groups; Religious beliefs; Worship ceremonies; A fashionable person<i>(or thing)</i>； Believers. Linked with the brand brand, it refers to a brand specifically, which has a religious status. The brand is the belief, and the consumer is the believers. Customers are fanatically obsessed with the brand, and the brand loyalty catches up with the believers' religious height. It can be called a \"sectarian brand\".</p><p><b>The blind box is to Pop Mart what the Beetle is to the public, and Coke is to<a href=\"https://laohu8.com/S/KO\">Coca-Cola</a>, for consumers, it is a kind of \"belief\" and a foundation for brands.</b></p><p>Now, Pop Mart's belief attraction value needs to be recharged.</p><p>\"Now there are blind box dolls everywhere in my house, and there is no place to put them. When I bought some of them, I found that they were similar to the previous series, nothing new, and gradually I became less interested.\" Yu Huan continued with a wry smile, \"Now I think about it. It was so stupid at that time. It was useless to buy so many when my mind was hot. And now the baby you like can go directly to the second-hand platform to buy it, without having to dismantle it yourself.\"</p><p>Pop Mart, which focuses on novelty and interesting, was founded in Pop Mart in 2010. It rose rapidly around 2017 and became the favorite of players. Four or five years later, for young players like Yu Huan who are pursuing novelty, blind boxes have not created new attractions, and it has become an inevitable trend.</p><p>According to the 2020 financial report data, Pop Mart's total operating income in 2020 was 2.532 billion yuan, a year-on-year increase of 49.25%, and the net profit attributable to the parent company after deducting non-existing expenses was 493 million yuan, a year-on-year increase of 11.51%. The compound growth rate of revenue from 2018 to 2020 is 152% respectively.</p><p><b>Success is also exclusive IP, failure is also exclusive IP.</b>Pop Mart's year-on-year revenue growth rate in 2020 has experienced a cliff-like decline.</p><p>The 2020 annual report shows that the proportion of non-exclusive IP in sales has increased from 159 million yuan to 444 million yuan, and the proportion of revenue has increased from 9.5% in 2019 to 17.7% in 2020. At the same time, the proportion of self-owned IP only increased by 1.8%, while the proportion of exclusive IP decreased by 7.1%.</p><p>Pop Mart's reliance on non-exclusive IP with lower gross margins is becoming greater. On the other hand, among Pop Mart's own IP, only Molly is still the only one who takes the lead. From the effect point of view, in addition to increasing SKUs, co-branded models have become the main revenue force of Pop Mart.</p><p>It is worth noting that<b>Non-exclusive joint cooperation means that anyone can launch homogeneous and similar products.</b></p><p><b>Build a new city for players</b></p><p>Wang Ning is constantly redefining blind boxes and Pop Mart.</p><p>“<b>Pop Mart is not only a trendy play, but now it is more like a platform. The core of Pop Mart is retail entertainment, and it is also a work of art rather than a simple trendy play.</b>Wang Ning, founder of Pop Mart, said in an interview with the media.</p><p>Similar views have been expressed once at the beginning of this year.</p><p>At that time, he made it clear,<b>Pop Mart is essentially an IP operation company with trendy toys as its carrier</b>。</p><p>After listing, tearing off the label of the blind box and redefining Pop Mart became Wang Ning's \"daily life\". Tearing off and redefining is not only the repetition and combing of language such as interviews and public speeches, but also directly reflects this in action.</p><p>For example, a number of cosmetics products co-branded with Orange Blossom have been launched.</p><p>Even though she had lost interest in the blind box doll, when Yu Huan read the Pop Mart makeup review on Xiaohongshu and saw the Flying baby she once loved appear on the lip glaze lid, the eye shadow palette, and the loose powder, she still shouted \"So cute!\" Throw the purchase link to her boyfriend.</p><p>\"The color of the lip oil is very beautiful, and the color scheme of the eye shadow palette is also very daily. It can be used at work. The key is that it matches perfect with Flying baby! Just looking at it, my mood has changed.\" Yu Huan danced and explained her again.</p><p>This just confirms what Pop Mart CEO Wang Ning said,<b>The trendy play industry is, to some extent, for aesthetic and design consumption. Art will not go out of style, and blind box consumers really pay attention to trendy toys and IP, rather than the consumption form of \"blind box\".</b></p><p>Wang Ning's new \"Vatican\" is also being built step by step.</p><p><b>The first step is to convey the new \"doctrine\" to \"believers\".</b></p><p>In many interviews, Wang Ning constantly mentioned new consumption trends, that is, from quality consumption, brand consumption and taste consumption to character consumption.</p><p>This imperceptibly labeled Pop Mart with taste and character. This coincides with the fact that he has always emphasized that trendy play is a culture.</p><p>By launching cross-border cooperation products such as cosmetics,<b>Pop Mart is trying to break free from the shackles of blind boxes, so that trendy toys are no longer defined as a single blind box doll, but a cultural symbol.</b>Wang Ning said that consumption is to solve the problem of existence and satisfaction, and there are different carriers, business models and consumer goods to solve it in different times.</p><p>Just like sneakers and Moutai, Pop Mart is redefining trendy play and building a trendy play tribe of their own, providing a platform for the creation of new beliefs.</p><p><b>The second step is to create new beliefs.</b></p><p>Statistics from the National Bureau of Statistics show that from 2015 to 2020, the consumption of cosmetics in my country increased from 204.9 billion yuan to 340 billion yuan, an increase of 9.5% compared with 2019, with a compound growth rate of approximately 8.81%. In the cosmetics industry, the cosmetics industry accounts for 11%, ranking third, but the cosmetics industry has the highest compound growth rate in 2019, reaching 19.43%, which is higher than the industry average of 9.92%.</p><p>Perhaps Pop Mart took a fancy to this huge market and chose the cross-border cosmetics field to test the waters. Adding makeup with the same fashion attributes and increasing SKUs will have more advantages than disadvantages.</p><p>Pop Mart's cross-border makeup is not just to create revenue. Just like Wang Ning's plan to extend trendy play to games, film and television, parks and other fields,<b>Pop Mart is currently more focused on creating a new, sustainable faith. That is to make Chaowan an artistic aesthetic, a social currency of a group, and create a sense of IP identity.</b></p><p><img src=\"https://static.tigerbbs.com/c2b0a62ac80b9baa4371043595a9ddb8\" tg-width=\"1080\" tg-height=\"722\" referrerpolicy=\"no-referrer\"></p><p>Stores in Pop Mart, marked \"ART\"</p><p><b>The third step should be to awaken the \"believers\".</b></p><p>From the slowdown in Pop Mart's performance and the decline in revenue of some IP products, it is not difficult to see that the believers once brought by blind boxes are gradually leaving because there is no more fresh stimulus.</p><p>However, Yu Huan is no longer interested in buying dolls, but has a desire to buy makeup because of the Flying baby on the co-branded makeup, which shows that Pop Mart still has certain influence as a \"sectarian brand\".</p><p><b>Pop Mart's attempt to cross-border co-brand is precisely to identify the power of belief of blind box players, hoping to stimulate consumers' desire to buy and guide players to return through the feelings of old players for blind box dolls, combined with new forms of expression.</b></p><p>Up to now, the monthly sales volume of cosmetics in Pop Mart Tmall flagship store is 500 +. Compared with the sales data of 8W + monthly sales of blind boxes, cosmetics products are far inferior to blind boxes. Can Wang Ning's new \"Vatican\" really effectively stop the loss of old players and guide new players in?</p><p>Judging from the current situation, even though there are endless blind box brands emerging nowadays, there is still no IP that can have as many fans as Molly.</p><p>From products to beliefs, there is a long way to go.</p><p><b>Who can be a friend of time</b></p><p>Pop Mart's family is not the only one who suffers from this dilemma.</p><p>New consumer brands such as Perfect Diary, Zhong Xuegao, and Huaxizi all started from online celebrity products and became the leading brands that occupied the consumption position of young people. But these new consumer brands, like Pop Mart, are born on traffic, but they are also burdened by traffic.<b>For consumers, these brands have a single memory point, and relying on a single explosive product cannot retain consumers for a long time.</b></p><p>Cao Hu, head of the Chinese market of Kotler Consulting Group, once said: \"New brands are gradually evolving from planting grass in the early stage to planting trees. New brands not only mean high sales and high conversion of products, but also need to be based on building brand value barriers.\"</p><p>Therefore,<b>Establishing brand dialogue and raising the Internet celebrity label to brand attraction has become the way out that new consumer brands need to explore.</b></p><p>Lego, which is the same toy brand as Pop Mart, has been rooted in the American market for a long time and has gradually become a cultural phenomenon in the adult world. Besides cooperating with other cultural brands to extend its own culture to a wider market, it is also because Lego is good at creating stories for its own IP.</p><p>In 1974, Lego gave birth to the first immovable doll, which was later updated into a doll with movable hands. In 1978, the iconic Minifigure was released, with rich facial expressions and movable hands and feet. Like molly in Pop Mart, Minifigure became a major feature of Lego bricks.</p><p>With Minifigure, Lego began to incorporate scenes and stories into the set.<b>This enables consumers to have a dialogue with brands, associate with IP, and achieve empathy, thereby increasing the viscosity between consumers and brands.</b></p><p><img src=\"https://static.tigerbbs.com/b66287358f506a98124709495768a09a\" tg-width=\"630\" tg-height=\"944\" referrerpolicy=\"no-referrer\"></p><p>LEGO made by netizens ® minifigures relatives character relationship diagram, source network</p><p>Lin Sheng, founder of Zhong Xuegao, mentioned a similar point of view, \"Brand = online celebrity + time\".</p><p>Nowadays, new consumer brands like Pop Mart are going through the test of time. But time doesn't have so many friends.</p><p>Wu Daiqi, CEO of Shenzhen Siqisheng Company, said,<b>It will not be too easy for Pop Mart's cross-border cosmetics to boost its performance.</b>Pop Mart only harvests a specific small number of consumers with its own IP, and it is difficult to achieve development breaking the circle. In addition, Pop Mart's makeup integration launched its own IP, but its IP lacks long-term content output, and it is still difficult to become a popular IP at present, which makes its makeup development subject to certain limitations.</p><p>Recently, Pop Mart released two novice offices worth 1,000 yuan, proposing the concept of transitioning blind box toys to the level of art collectibles.</p><p>The \"2020 China Blind Box Industry Development Status and Market Research and Analysis Report\" mentioned that brand and appearance are the primary considerations for blind box users to purchase. The data shows that more than 60% of users said they would choose blind boxes based on brand and appearance, followed by the influence of price factors.</p><p>They value economical applicability and face value more than interesting souls.</p>","source":"fhcj","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>Pop Mart, your attraction balance is insufficient, please top up</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\">\nPop Mart, your attraction balance is insufficient, please top up\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">盒饭财经</strong><span class=\"h-time small\">2021-06-27 08:10</span>\n</p>\n</h4>\n</header>\n<article>\n<p>Players are down, the popularity is reduced, and the stock price is halved... Under many difficulties, Wang Ning urgently needs to create new beliefs to provide<a href=\"https://laohu8.com/S/09992\">Pop Mart</a>The establishment of a second \"Vatican\". After listing, Pop Mart didn't live a happy life with the prince ever after like the princess in fairy tales.</p><p>\"It's all the same. It's been a long time since I haven't had a baby that can make my eyes shine,\" Xu Ye said.</p><p>Xu Ye, who is about to be a senior, went to Yintai near the school for dinner and shopping with his classmates as usual. When you enter the mall, you can see a Pop Mart. In recent months, this fanatical old fan of Molly has passed straight by the store without even looking inside.</p><p>The attraction of Pop Mart to players is slowly declining.</p><p>\"The last time I was so excited to even the box end was last summer, when Pop Mart and Harry Potter jointly branded the Wizarding World series. It's so awesome!\" Xu Ye also told us that at that time, in order to draw hidden money, but he didn't want to lose the fun of drawing blind boxes, I struggled for a long time with single drawing and even box ends, \"As long as I pass by, I will go into the store and touch them.\"</p><p>Players have failed to create another IP that continues to be as popular as Molly. Co-branding seems to be Pop Mart's strategy. In 2020, Pop Mart cooperated with many well-known IPs around the world to launch Naruto, Harry Potter,<a href=\"https://laohu8.com/S/DIS\">Disney</a>Princess and other series of blind boxes, through these mature IPs that have accumulated a group of loyal fans, promote the sales of blind boxes.</p><p>According to the first financial report released by Pop Mart after its listing, the sales volume of Hua Dan Molly in 2020 will be 357 million Hong Kong dollars, accounting for 14.2%. Compared with 456 million in 2019, this data is obviously inferior.<b>With such a big retrogression of the ace IP, Pop Mart's desire for the second growth curve is visible to the naked eye.</b></p><p>In addition, the capital market also has a skeptical attitude towards this. Since its listing at the end of last year, Pop Mart's stock price has jumped all the way, and its market value has exceeded 100 billion Hong Kong dollars. However, it fell to HK $60.3 on March 30, the stock price fell by nearly 50%, and the market value evaporated by more than HK $70 billion.</p><p>Wang Ning seems to be trying to save himself.</p><p>Recently, some media found that Pop Mart Tmall flagship store has launched a variety of cosmetics products jointly branded with Orange Blossom. According to reports, online products include lipstick, eye shadow and other products. The unit price of the products is between 50-150 yuan. It is targeted at young people aged 18-24, and the user group has a high degree of overlap with the audience of Pop Mart blind box.</p><p><b>Players are down, the popularity is reduced, and the stock price is halved... Under many difficulties, Wang Ning urgently needs to create a new belief and build a second \"Vatican\" for Pop Mart.</b></p><p><img src=\"https://static.tigerbbs.com/a3c45271256f5d07d55b69da18adf6a3\" tg-width=\"1080\" tg-height=\"1037\" referrerpolicy=\"no-referrer\"></p><p><b>Sleepy</b><b>In blind box, even more trapped in IP</b></p><p>As a brand with a large number of \"believers\", Pop Mart labels itself as trendy toys, fashion, art, etc., emphasizing IP identity and cultural consumption connotation, and gradually weakening the price sensitivity of players.</p><p>But this trick seemed to be difficult to work.</p><p>\"Blind boxes are getting more and more expensive now. Originally, a box in 59 yuan was generally used, but now it's sixty or seventy. I didn't notice how good the quality has become. With such a high price and no new style, then I might as well buy a bag of coffee beans.\" Worked in<a href=\"https://laohu8.com/S/SBUX\">Starbucks</a>Yu Huanxiang Box Lunch Finance, a post-00s girl<i>(ID: daxiongfan)</i>Spit to.</p><p>\"In the past, drawing a blind box was just like being stupefied. As long as you passed by Pop Mart, you would definitely go in, and you wouldn't come out without spending four or five hundred yuan every time. Back and forth, I probably spent 10,000 yuan on the blind box. The first time I bought it should be Molly Westward Journey series, and I smoked a pig Bajie. By the way, I also bought Jingwei of Pop Mart that day!\" After many years, Yu Huan can still clearly recall the details of the first purchase of Pop Mart blind box.</p><p>When asked why he was so obsessed with the blind box, Yu Huan said: \"It's just to draw hidden money. It feels similar to the psychology of buying a lottery ticket. If you win the lottery, you will be very excited. When you send it to your circle of friends, many people will envy it. A sense of accomplishment.\"</p><p><img src=\"https://static.tigerbbs.com/0ac8e185bd6b79df93c19d3a90261b5e\" tg-width=\"887\" tg-height=\"1920\" referrerpolicy=\"no-referrer\"></p><p>Yu Huan showed us the first blind box she drew, photo courtesy of the interviewee</p><p>Box Lunch Finance once mentioned the term \"sectarian brand\" in the article \"Beetles stop production, sectarian brands finally lose to industry trends\".</p><p>There is a word in English called cult-brand. In the dictionary, cult means: fanaticism; Pagan groups; Religious beliefs; Worship ceremonies; A fashionable person<i>(or thing)</i>； Believers. Linked with the brand brand, it refers to a brand specifically, which has a religious status. The brand is the belief, and the consumer is the believers. Customers are fanatically obsessed with the brand, and the brand loyalty catches up with the believers' religious height. It can be called a \"sectarian brand\".</p><p><b>The blind box is to Pop Mart what the Beetle is to the public, and Coke is to<a href=\"https://laohu8.com/S/KO\">Coca-Cola</a>, for consumers, it is a kind of \"belief\" and a foundation for brands.</b></p><p>Now, Pop Mart's belief attraction value needs to be recharged.</p><p>\"Now there are blind box dolls everywhere in my house, and there is no place to put them. When I bought some of them, I found that they were similar to the previous series, nothing new, and gradually I became less interested.\" Yu Huan continued with a wry smile, \"Now I think about it. It was so stupid at that time. It was useless to buy so many when my mind was hot. And now the baby you like can go directly to the second-hand platform to buy it, without having to dismantle it yourself.\"</p><p>Pop Mart, which focuses on novelty and interesting, was founded in Pop Mart in 2010. It rose rapidly around 2017 and became the favorite of players. Four or five years later, for young players like Yu Huan who are pursuing novelty, blind boxes have not created new attractions, and it has become an inevitable trend.</p><p>According to the 2020 financial report data, Pop Mart's total operating income in 2020 was 2.532 billion yuan, a year-on-year increase of 49.25%, and the net profit attributable to the parent company after deducting non-existing expenses was 493 million yuan, a year-on-year increase of 11.51%. The compound growth rate of revenue from 2018 to 2020 is 152% respectively.</p><p><b>Success is also exclusive IP, failure is also exclusive IP.</b>Pop Mart's year-on-year revenue growth rate in 2020 has experienced a cliff-like decline.</p><p>The 2020 annual report shows that the proportion of non-exclusive IP in sales has increased from 159 million yuan to 444 million yuan, and the proportion of revenue has increased from 9.5% in 2019 to 17.7% in 2020. At the same time, the proportion of self-owned IP only increased by 1.8%, while the proportion of exclusive IP decreased by 7.1%.</p><p>Pop Mart's reliance on non-exclusive IP with lower gross margins is becoming greater. On the other hand, among Pop Mart's own IP, only Molly is still the only one who takes the lead. From the effect point of view, in addition to increasing SKUs, co-branded models have become the main revenue force of Pop Mart.</p><p>It is worth noting that<b>Non-exclusive joint cooperation means that anyone can launch homogeneous and similar products.</b></p><p><b>Build a new city for players</b></p><p>Wang Ning is constantly redefining blind boxes and Pop Mart.</p><p>“<b>Pop Mart is not only a trendy play, but now it is more like a platform. The core of Pop Mart is retail entertainment, and it is also a work of art rather than a simple trendy play.</b>Wang Ning, founder of Pop Mart, said in an interview with the media.</p><p>Similar views have been expressed once at the beginning of this year.</p><p>At that time, he made it clear,<b>Pop Mart is essentially an IP operation company with trendy toys as its carrier</b>。</p><p>After listing, tearing off the label of the blind box and redefining Pop Mart became Wang Ning's \"daily life\". Tearing off and redefining is not only the repetition and combing of language such as interviews and public speeches, but also directly reflects this in action.</p><p>For example, a number of cosmetics products co-branded with Orange Blossom have been launched.</p><p>Even though she had lost interest in the blind box doll, when Yu Huan read the Pop Mart makeup review on Xiaohongshu and saw the Flying baby she once loved appear on the lip glaze lid, the eye shadow palette, and the loose powder, she still shouted \"So cute!\" Throw the purchase link to her boyfriend.</p><p>\"The color of the lip oil is very beautiful, and the color scheme of the eye shadow palette is also very daily. It can be used at work. The key is that it matches perfect with Flying baby! Just looking at it, my mood has changed.\" Yu Huan danced and explained her again.</p><p>This just confirms what Pop Mart CEO Wang Ning said,<b>The trendy play industry is, to some extent, for aesthetic and design consumption. Art will not go out of style, and blind box consumers really pay attention to trendy toys and IP, rather than the consumption form of \"blind box\".</b></p><p>Wang Ning's new \"Vatican\" is also being built step by step.</p><p><b>The first step is to convey the new \"doctrine\" to \"believers\".</b></p><p>In many interviews, Wang Ning constantly mentioned new consumption trends, that is, from quality consumption, brand consumption and taste consumption to character consumption.</p><p>This imperceptibly labeled Pop Mart with taste and character. This coincides with the fact that he has always emphasized that trendy play is a culture.</p><p>By launching cross-border cooperation products such as cosmetics,<b>Pop Mart is trying to break free from the shackles of blind boxes, so that trendy toys are no longer defined as a single blind box doll, but a cultural symbol.</b>Wang Ning said that consumption is to solve the problem of existence and satisfaction, and there are different carriers, business models and consumer goods to solve it in different times.</p><p>Just like sneakers and Moutai, Pop Mart is redefining trendy play and building a trendy play tribe of their own, providing a platform for the creation of new beliefs.</p><p><b>The second step is to create new beliefs.</b></p><p>Statistics from the National Bureau of Statistics show that from 2015 to 2020, the consumption of cosmetics in my country increased from 204.9 billion yuan to 340 billion yuan, an increase of 9.5% compared with 2019, with a compound growth rate of approximately 8.81%. In the cosmetics industry, the cosmetics industry accounts for 11%, ranking third, but the cosmetics industry has the highest compound growth rate in 2019, reaching 19.43%, which is higher than the industry average of 9.92%.</p><p>Perhaps Pop Mart took a fancy to this huge market and chose the cross-border cosmetics field to test the waters. Adding makeup with the same fashion attributes and increasing SKUs will have more advantages than disadvantages.</p><p>Pop Mart's cross-border makeup is not just to create revenue. Just like Wang Ning's plan to extend trendy play to games, film and television, parks and other fields,<b>Pop Mart is currently more focused on creating a new, sustainable faith. That is to make Chaowan an artistic aesthetic, a social currency of a group, and create a sense of IP identity.</b></p><p><img src=\"https://static.tigerbbs.com/c2b0a62ac80b9baa4371043595a9ddb8\" tg-width=\"1080\" tg-height=\"722\" referrerpolicy=\"no-referrer\"></p><p>Stores in Pop Mart, marked \"ART\"</p><p><b>The third step should be to awaken the \"believers\".</b></p><p>From the slowdown in Pop Mart's performance and the decline in revenue of some IP products, it is not difficult to see that the believers once brought by blind boxes are gradually leaving because there is no more fresh stimulus.</p><p>However, Yu Huan is no longer interested in buying dolls, but has a desire to buy makeup because of the Flying baby on the co-branded makeup, which shows that Pop Mart still has certain influence as a \"sectarian brand\".</p><p><b>Pop Mart's attempt to cross-border co-brand is precisely to identify the power of belief of blind box players, hoping to stimulate consumers' desire to buy and guide players to return through the feelings of old players for blind box dolls, combined with new forms of expression.</b></p><p>Up to now, the monthly sales volume of cosmetics in Pop Mart Tmall flagship store is 500 +. Compared with the sales data of 8W + monthly sales of blind boxes, cosmetics products are far inferior to blind boxes. Can Wang Ning's new \"Vatican\" really effectively stop the loss of old players and guide new players in?</p><p>Judging from the current situation, even though there are endless blind box brands emerging nowadays, there is still no IP that can have as many fans as Molly.</p><p>From products to beliefs, there is a long way to go.</p><p><b>Who can be a friend of time</b></p><p>Pop Mart's family is not the only one who suffers from this dilemma.</p><p>New consumer brands such as Perfect Diary, Zhong Xuegao, and Huaxizi all started from online celebrity products and became the leading brands that occupied the consumption position of young people. But these new consumer brands, like Pop Mart, are born on traffic, but they are also burdened by traffic.<b>For consumers, these brands have a single memory point, and relying on a single explosive product cannot retain consumers for a long time.</b></p><p>Cao Hu, head of the Chinese market of Kotler Consulting Group, once said: \"New brands are gradually evolving from planting grass in the early stage to planting trees. New brands not only mean high sales and high conversion of products, but also need to be based on building brand value barriers.\"</p><p>Therefore,<b>Establishing brand dialogue and raising the Internet celebrity label to brand attraction has become the way out that new consumer brands need to explore.</b></p><p>Lego, which is the same toy brand as Pop Mart, has been rooted in the American market for a long time and has gradually become a cultural phenomenon in the adult world. Besides cooperating with other cultural brands to extend its own culture to a wider market, it is also because Lego is good at creating stories for its own IP.</p><p>In 1974, Lego gave birth to the first immovable doll, which was later updated into a doll with movable hands. In 1978, the iconic Minifigure was released, with rich facial expressions and movable hands and feet. Like molly in Pop Mart, Minifigure became a major feature of Lego bricks.</p><p>With Minifigure, Lego began to incorporate scenes and stories into the set.<b>This enables consumers to have a dialogue with brands, associate with IP, and achieve empathy, thereby increasing the viscosity between consumers and brands.</b></p><p><img src=\"https://static.tigerbbs.com/b66287358f506a98124709495768a09a\" tg-width=\"630\" tg-height=\"944\" referrerpolicy=\"no-referrer\"></p><p>LEGO made by netizens ® minifigures relatives character relationship diagram, source network</p><p>Lin Sheng, founder of Zhong Xuegao, mentioned a similar point of view, \"Brand = online celebrity + time\".</p><p>Nowadays, new consumer brands like Pop Mart are going through the test of time. But time doesn't have so many friends.</p><p>Wu Daiqi, CEO of Shenzhen Siqisheng Company, said,<b>It will not be too easy for Pop Mart's cross-border cosmetics to boost its performance.</b>Pop Mart only harvests a specific small number of consumers with its own IP, and it is difficult to achieve development breaking the circle. In addition, Pop Mart's makeup integration launched its own IP, but its IP lacks long-term content output, and it is still difficult to become a popular IP at present, which makes its makeup development subject to certain limitations.</p><p>Recently, Pop Mart released two novice offices worth 1,000 yuan, proposing the concept of transitioning blind box toys to the level of art collectibles.</p><p>The \"2020 China Blind Box Industry Development Status and Market Research and Analysis Report\" mentioned that brand and appearance are the primary considerations for blind box users to purchase. The data shows that more than 60% of users said they would choose blind boxes based on brand and appearance, followed by the influence of price factors.</p><p>They value economical applicability and face value more than interesting souls.</p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://mp.weixin.qq.com/s/VMa7AAEdz_tgf5mKJapZUQ\">盒饭财经</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/dd40dddca725efa1fb5dd4bfffa34c68","relate_stocks":{"09992":"泡泡玛特"},"source_url":"https://mp.weixin.qq.com/s/VMa7AAEdz_tgf5mKJapZUQ","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1172046294","content_text":"玩家下头、热度降低、股价腰斩……重重困境下，王宁亟需制造出新信仰，为泡泡玛特建立第二座“梵蒂冈”。\n\n上市后的泡泡玛特，并没有如童话里的公主一样，从此和王子过上幸福的生活。\n“换来换去都是差不多，已经很久没有能让我眼前一亮的娃了。”徐烨说到。\n即将大四的徐烨，像往常一样，去学校附近的银泰和同学吃饭、逛街。进入商场，就能看见一家泡泡玛特。近几个月，这位Molly的狂热老粉，路过门店都会径直路过，看都没往里看一眼。\n泡泡玛特对玩家的吸引力，正在慢慢减退。\n“上一次激动到连盒端，还是去年夏天，泡泡玛特和哈利波特联名魔法世界系列。太上头了！”徐烨还告诉我们，当时为了抽到隐藏款，但又不想失去抽盲盒的乐趣，纠结了很久是单抽和连盒端，“只要路过，都会进店里去摸摸。”\n玩家下头，又未能创造出另一个如Molly般持续大火的IP，联名似乎成为泡泡玛特的战略。2020年，泡泡玛特与全球多家知名IP合作，推出了火影忍者、哈利波特、迪士尼公主等多个系列盲盒，通过这些已经积攒下一批忠实粉丝的成熟IP，以推动盲盒销量。\n据泡泡玛特上市后公布的第一份财报来看，2020年当家花旦Molly的销量为3.57亿港元，占比14.2%。这个数据与2019年的4.56亿相比，显然逊色不少。当家王牌IP出现如此大的退步，泡泡玛特对于第二增长曲线的渴求，肉眼可见。\n另外，资本市场对此也抱有质疑的态度。从去年年底上市起，泡泡玛特的股价一路跃升，市值突破千亿港元。却在3月30日跌至60.3港元，股价跌去近50%，市值蒸发700多亿港元。\n王宁似乎在试着自救。\n近期，有媒体发现，泡泡玛特天猫旗舰店上线了多款与橘朵联名的彩妆产品。据报道，线上的产品包括口红、眼影等产品，产品单价在50-150元之间，定位18—24岁年轻群体，用户群体与泡泡玛特盲盒受众重合度较高。\n玩家下头、热度降低、股价腰斩……重重困境下，王宁亟需制造出新信仰，为泡泡玛特建立第二座“梵蒂冈”。\n\n困于盲盒，更困于IP\n作为一个拥有大量“信众”的品牌，泡泡玛特为自己贴上潮玩、时尚、艺术等标签，强调IP的认同感与文化消费内涵，逐步弱化玩家的价格敏感度。\n但这招，似乎不好使了。\n“盲盒现在越卖越贵了，原本普遍59元一盒，现在都六七十。也没发觉质量有变得多好。这么高的价格，款式又没有新意，那我还不如买包咖啡豆了。”任职于星巴克的00后女生余欢向盒饭财经（ID：daxiongfan）吐槽到。\n“以前抽盲盒跟魔怔了一样，只要路过泡泡玛特就一定会进去，每次不花个四五百不会出来。前前后后的，我大概在盲盒上花了小一万了。第一次买应该是Molly西游系列，抽了一个猪八戒。对了，那天还买了泡泡玛特的精卫！”时隔多年，余欢依旧能清晰地回忆起第一次购买泡泡玛特盲盒的细节。\n当问到为何对盲盒如此上头的原因时，余欢说：“就是为了抽隐藏款啊，感觉跟买彩票的心理差不多，抽中了就会很兴奋，发到朋友圈有好多人羡慕，很有成就感。”\n\n 余欢向我们展示她抽到的第一个盲盒，受访者供图\n盒饭财经曾在《甲壳虫停产，教派式品牌终不敌行业趋势》一文中提到了“教派式品牌”一词。\n在英语中有一个词叫做cult-brand，在字典里，cult的含义是：狂热；异教团体；宗教信仰；膜拜仪式；时髦的人（或事物）；信徒。与brand品牌连在一起，特指一个品牌，拥有宗教式的地位，品牌即信仰，消费者即信徒，顾客对品牌狂热地迷恋，品牌忠诚度直追信徒对宗教的高度。可将其称之为“教派式品牌”。\n盲盒之于泡泡玛特，如同甲壳虫之于大众，可乐之于可口可乐，对消费者而言，是一种“信仰”，对品牌而言，是一种根基。\n而现在，泡泡玛特的信仰吸引值，需要充值。\n“现在我家里到处都是盲盒娃娃，放都没地方放，有些买回来发现跟之前的系列差不多，没啥新意，渐渐就没那么感兴趣了。”余欢苦笑一下继续说，“现在想想那时候好傻啊，头脑一热买这么多，也没用。而且现在喜欢的娃可以直接去二手平台淘，根本不用自己去拆。”\n主打新奇、有趣的泡泡玛特，成立于2010年的泡泡玛特，2017年前后迅速崛起，成为玩家的心头好。四五年后，对于余欢这样追逐新鲜感的年轻玩家来说，盲盒没有创造出新的吸引力，下头便成了必然趋势。\n根据2020年财报数据，泡泡玛特2020 年营业总收入为25.32 亿元，同比增长 49.25%，扣非后归母净利润4.93亿元，同比增长11.51%。2018-2020 年收入的复合增速分别为152%。\n成也独家IP，败也独家IP。泡泡玛特2020年营收同比增速出现了断崖式下滑。\n2020年年报显示，非独家IP占销售额从1.59亿元增长到4.44亿元，占营收比重从2019年的9.5%，上升到2020年的17.7%。与此同时，自有IP占比只增加1.8%，独家IP则下降了7.1%。\n泡泡玛特对毛利率较低的非独家IP的依赖正在变大。另一方面，泡泡玛特自有IP中，仍只有Molly独挑大梁。从效果来看，联名除了能增加SKU外，联名款成了泡泡玛特的营收主力。\n值得注意的是，非独家的联名合作，意味着谁都可以推出同质的相似产品。\n为玩家建一座新城\n王宁正在不断重新定义盲盒，重新定义泡泡玛特。\n“泡泡玛特不光是潮玩，如今更像是一个平台，泡泡玛特的核心是零售娱乐化，同时也是艺术品而非简单的潮玩。”泡泡玛特创始人王宁在接受媒体采访时说到。\n而类似的观点，在今年年初已经表达过一次。\n当时他明确表示，泡泡玛特本质是一家以潮玩为载体的IP运营公司。\n上市后，撕掉盲盒的标签，重新定义泡泡玛特，成为王宁的“日常”。撕掉、重新定义，不仅仅是采访、公开演讲等语言上的重复和梳理，更在行动上直接体现着这一点。\n比如，上线了多款与橘朵联名的彩妆产品。\n即使已经对盲盒玩偶失去兴趣，但当余欢在小红书上刷到泡泡玛特彩妆测评，看到曾经喜爱的Flying baby出现在唇釉盖子上、眼影盘上、散粉上时，她仍嚷嚷着“好可爱啊！”将购买链接甩给男友。\n“唇油颜色都很好看啊，眼影盘的配色也很日常，平时上班都能用。关键跟Flying baby搭配得简直绝绝子！光看着心情都变好了。”余欢手舞足蹈的解释着自己的又一次上头。\n这正好印证了泡泡玛特CEO王宁所说的，潮玩这个行业，在某种程度上是为审美和设计消费。艺术不会过时，盲盒消费者真正关注的是潮玩、IP，而不是“盲盒”这一消费形式。\n而王宁的新“梵蒂冈”，也正在一步步搭建中。\n第一步，向“信徒”传达新“教义”。\n王宁在多次采访中不断提起新的消费趋势，即从品质消费、品牌消费、品味消费走向品格消费。\n这在潜移默化中，为泡泡玛特贴上了有品味、有品格的标签。这与他一直强调的潮玩是一种文化不谋而合。\n通过推出彩妆这类跨界合作产品，泡泡玛特正试图挣脱盲盒的束缚，使潮玩不再被定义为单一的盲盒玩偶，而是一种文化符号。王宁称消费是解决存在感和满足感的问题，在不同时代有不同的载体、商业模式和消费品去解决。\n正如球鞋和茅台一样，泡泡玛特正在通过重新定义潮玩，建立一个属于他们自己的潮玩部落，为新信仰的创建，提供平台。\n第二步，创造新的信仰。\n国家统计局统计数据显示，2015年-2020年我国化妆品的消费规模从2049亿元增长到了3400亿元，较2019年增长了9.5%，复合增长率约为8.81%。在化妆品行业中，彩妆行业的占比为11%，位居第三，但彩妆行业在2019年的复合增长率最高，达到了19.43%，高于行业平均的9.92%。\n泡泡玛特或许正是看中了这一庞大的市场，选择跨界彩妆领域来试水。增加同有时尚属性的彩妆，增加SKU，利大于弊。\n泡泡玛特跨界彩妆，并不仅仅为了创造营收。与王宁计划将潮玩延伸至游戏、影视、乐园等领域的目的一样，泡泡玛特目前更注重的是创造一个新的、可持续的信仰。即把潮玩打造成一种艺术审美，一个群体的社交货币，创造IP认同感。\n\n 泡泡玛特的门店，标着“ART”字样\n第三步，应该是唤醒“信徒”。\n从泡泡玛特公司业绩放缓以及部分IP产品营收下降不难看出，曾经由盲盒带来的信众正由于没有更多新鲜的刺激而逐渐脱离。\n但余欢不再有兴趣购买玩偶，却因为联名彩妆上有Flying baby而对彩妆产生购买欲望，则说明泡泡玛特作为一个“教派式品牌”仍具备一定的影响力。\n泡泡玛特尝试跨界联名，正是找准了盲盒玩家的信仰之力，希望通过老玩家对盲盒玩偶的感情，结合新的表现形式，刺激消费者的购买欲望，引导玩家回归。\n截止目前，泡泡玛特天猫旗舰店彩妆月销量500+，与盲盒月销8W+的销售数据相比，彩妆产品远不如盲盒。王宁的新“梵蒂冈”真的能有效阻止老玩家流失，引导新玩家进入吗？\n从现有情况来看，即便如今盲盒品牌层出不穷，但仍没有一个IP能像Molly那样拥有诸多狂热爱好者。\n从产品到信仰，任重而道远。\n谁能成为时间的朋友\n遭遇这一困境的不止泡泡玛特一家。\n像完美日记、钟薛高、花西子等新消费品牌，都是从网红产品起家，成为占领年轻人消费阵地中的头部品牌。但这些新消费品牌也如泡泡玛特一样，依托流量而生，却也被流量所累。对消费者来说这些品牌记忆点单一，而依靠单一爆品，并不能长期留住消费者。\n科特勒咨询集团中国市场负责人曹虎曾表示：“新品牌正在从早期的种草，逐渐向种树演变。新品牌不仅仅意味着产品的高销量和高转化，也需要基于打造品牌价值壁垒。”\n因此，建立品牌对话，将网红标签上升为品牌吸引力，成为了目前新消费品牌需要探索的出路。\n与泡泡玛特同为玩具品牌的乐高，之所以能够根植美国市场经久不衰，逐渐成为成人世界的一种文化现象，除了与其它文化品牌合作，将自己的文化延伸到更广的市场外，还因为乐高擅长为自己的IP创造故事。\n1974年，乐高诞生了第一个不能动的人偶，随后更新成手可以活动的人偶。1978年，发布了具有标志性特征的Minifigure，脸部表情丰富且手脚都可以活动，如泡泡玛特的molly一样，Minifigur成为乐高积木的一大特色。\n有了Minifigure，乐高便开始为套装融入场景和故事。这使得消费者与品牌有了对话，与IP产生关联，达到共情，从而增加消费者与品牌之间的粘度。\n\n 网友制LEGO® minifigures亲戚人物关系图 ，来源网络\n钟薛高创始人林盛提到过类似的观点，“品牌=网红+时间”。\n现如今，像泡泡玛特这样的新消费品牌，便在经历时间的考验。但时间，并没有那么多朋友。\n深圳市思其晟公司CEO伍岱麒表示，泡泡玛特跨界彩妆提振业绩，并不会太容易。泡泡玛特凭借自身IP收割的只是特定的小部分消费者，很难实现破圈发展。此外，泡泡玛特彩妆融合自身IP推出，但其IP缺乏长期内容输出，目前还难以成为大众化接受的IP，这就使其彩妆发展受到一定的局限性。\n近期，泡泡玛特发布了两款价值千元的新手办，提出将盲盒玩具过渡到艺术收藏品级别的理念。\n《2020年中国盲盒行业发展现状及市场调研分析报告》提到，品牌和外观是盲盒用户购买的首要考虑因素。数据显示，有超过六成的用户表示会根据品牌和外观来选择盲盒，其次还有价格因素的影响。\n比起有趣的灵魂，他们更看重经济适用和颜值。","news_type":1,"symbols_score_info":{"09992":0.9}},"isVote":1,"tweetType":1,"viewCount":109,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"lives":[]}
