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Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82
小嫩妇里面又嫩又紧,一滴都不许漏出来,主人严厉的声音回荡在
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小嫩妇里面又嫩又紧,一滴都不许漏出来,主人严厉的声音回荡在

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  盲盒、包挂、手办,潮玩正从小众兴趣走向大众市场——

  一件潮玩,生活添趣味

  近年来,潮流玩具成为年轻人消费新宠。从盲盒收藏到IP联名,潮玩以其独特设计和趣味互动吸引众多爱好者。

  数据显示,国内潮玩市场规模持续增长,现存在业、存续状态的潮玩经济相关企业超5万家;预计到2026年,潮玩产业总价值将攀升至1101亿元,年均增速超过20%。

  小小玩具,何以“硬控”消费者?

  从小众走向大众化市场

  周末,北京朝阳大悦城的一家潮玩店内人头攒动,不少年轻人穿梭其中,挑选自己心仪的玩具,在北京工作的吴运杰就是其中一位。“第一次拆到隐藏款时,我激动得差点跳起来!”她对记者说,“我最早接触盲盒是在大学期间,当时被里面未知的惊喜深深吸引。现在工作了,每次路过潮玩店,还是忍不住要进去抽几个。”吴运杰坦言,盲盒的吸引力在于“未知的惊喜感”,“单价几十元到百元,既能承受,又能满足收集欲”。

  00后大学生小悠则热衷于“吃谷”和收藏BJD(球形关节人偶)娃娃,她每月都会拿出一部分生活费购买手办和周边。“我觉得这些手办和娃娃不仅仅是商品,更承载着我对动漫角色的喜爱和情感。”小悠亮出了自己精心布置的展示柜照片,里面摆放着《明日方舟》的角色手办和她花费千元定制妆面的BJD娃娃。她还经常在社交软件上传自己的“养娃”心得,“每次看到它们,就像看到了自己的‘伙伴’,这种情感上的陪伴是无可替代的”。

  潮玩已从小众兴趣逐渐走向大众化市场。

  在时尚领域,“包挂”成为年轻人彰显个性的新方式。“换一个包挂,就像换了一款新包,能轻松搭配不同风格的衣服。”深圳姑娘刘丽莎深谙搭配之道,她告诉记者,用潮玩包挂来装饰不同的包,“已经火了一阵子了”。她尤其喜欢泡泡玛特的Labubu系列包挂,她收集了多款不同造型的Labubu,还会根据季节和场合选择不同的包挂搭配。“Labubu的造型很可爱,而且有很多限量版和隐藏款,收集起来特别有成就感。”

  从这些消费者的身上,不难看出潮玩消费的火热。

  天眼查专业版数据显示,目前全国现存在业、存续状态的潮玩经济相关企业超5万家。其中,2025年新增注册相关企业约3100家。从区域分布来看,广东省以9200余家潮玩经济相关企业位居首位,占全国企业总数的18.3%;排在其后的是河南省、福建省、山东省和海南省。2024年,潮玩头部品牌泡泡玛特实现营收130.4亿元,首次破百亿元,同比增长106.9%。其中,中国内地营收79.7亿元,同比增长52.3%。

  “头部品牌推陈出新,融合传统文化与时尚元素,让潮玩兼具收藏与观赏价值。”商务部国际贸易经济合作研究院流通与消费研究所所长董超表示,潮玩不仅满足年轻人的审美需求,也丰富了消费市场形态。小小玩具背后,是人们对美好生活的追求,更是消费市场的活力体现。

  不仅是商品,更是社交符号

  什么样的潮玩更受市场青睐?

  泡泡玛特有关负责人介绍,从市场表现来看,IP联名款、艺术家合作款、限量款类型的潮玩最受欢迎。“我们的IP系列一直是潮玩市场的热门,像Labubu、Molly、Skullpanda、Dimoo等,不仅在设计上独具特色,还通过不断的跨界联名和新品推出,保持着新鲜感。例如,Labubu与Vans的联名搪胶玩偶,一经推出就引发了抢购热潮。”

  得物APP有关负责人告诉记者,潮玩通过多种方式组货配成礼盒后,消费者购买需求更旺盛,如麦当劳奥特曼麻将礼盒、迪士尼10周年520蝴蝶结系列新品联名礼盒、JELLYCAT2025新款蓝色礼盒和蛇年限定礼盒等。“2025年得物的玩具和文具类目实现了超100%增长。”该负责人介绍,在得物平台上,迪士尼25周年达菲和朋友们春日系列潮玩通过抢先发售,成为高热新品;泡泡玛特联合得物发售哪吒盲盒上架秒售罄。

  哪些人在购买潮玩?

  得物APP有关负责人介绍,得物玩具品类消费人群以20—35岁的大学生群体和新生代家长为主,看重产品的“颜值”“可玩性”“性价比”。其中,毛绒玩具消费群体集中在15—25岁的学生群体,以女性为主,外观符合审美和能带来情绪价值是其核心购买决策因素,消费习惯更加看重正品、质量和价格。“近期,得物APP上以潮玩送礼的需求也在提升,增额主要来源于Jellycat、迪士尼等,毛绒、积木等用户需求激增。”该负责人说。

  为什么年轻人钟爱潮玩?

  专家分析,年轻人爱买潮玩,一方面是因为潮玩独特的设计满足了他们的审美需求;另一方面,潮玩所蕴含的文化和情感价值,让他们在购买和收藏的过程中找到了归属感和认同感。社交网络的传播也让潮玩文化得以迅速扩散,年轻人通过分享潮玩,融入特定的社交圈层,满足了社交需求。

  潮玩对于“Z世代”而言不仅仅是商品,更是年轻人表达个性、兴趣和态度的一种方式。“潮玩不仅局限于传统的玩具形态,而是用不同产品形态承载新兴IP和消费主张,从而赋予产品独特的收藏意义和情感链接。这种收藏文化的兴起,也推动了IP价值的延伸和整个潮玩产业的多元发展。”得物有关负责人对记者表示。

  推动行业健康、可持续发展

  中国潮玩品牌还积极布局全球市场。

  “截至2024年,我们在海外20余个国家开设门店,海外收入占比近30%。”泡泡玛特有关负责人介绍,公司通过本土化运营策略,如结合东南亚文化推出限定产品、与当地艺术家合作开发区域IP,逐步打破文化壁垒,“我们的目标是将中国的潮玩文化推向世界,让更多人了解和喜爱”。不少入境游团队还会把购买中国潮玩设置为专门的环节。

  线下体验也是潮玩消费的重要一环。据介绍,中粮大悦城旗下全国大悦城项目与包括酷乐潮玩、中国名创、泡泡玛特、KKV在内的头部潮玩品牌完成了多层次的战略签约。其中,ILOVETOY北京首店、52TOYS北京首家旗舰店、TOPTOY全新概念店等已在北京朝阳大悦城落地,让这里成为“北京吃谷高地”;上海静安大悦城运营团队打造出一整套成熟的IP运营体系,2024年静安大悦城全年单日最高客流突破11万人次,全场销售金额同比提升近25%;沈阳大悦城则将多元生态发展与深度情感链接作为“破局”关键,2024年全年共举办了近百场漫展、IP展、宅舞等二次元相关活动。

  中国社科院财经战略研究院和中国动画学会发布的《中国潮玩与动漫产业发展报告(2024)》数据显示,中国潮玩产业总价值预计到2026年将攀升至1101亿元,年均增速超过20%。

  未来,潮玩产业将迎来哪些新变化?

  专家认为,随着科技的不断进步,AI技术很可能会对潮玩行业产生深远影响。一方面,AI可以应用于潮玩的设计环节,通过大数据分析消费者喜好,设计出更符合市场需求的产品;另一方面,在潮玩的销售和互动环节,AI可以提供更加个性化的服务,比如虚拟试玩、智能推荐等。

  潮玩与其他领域的融合也将不断深化。“例如与文旅产业结合,打造潮玩主题的旅游景点或活动,进一步拓展潮玩的消费场景。”董超说。“目前,行业也面临着一些挑战,比如设计同质化、部分热门潮玩溢价争议等。今后,企业需在提升产品品质、丰富产品内涵上多下功夫,加大对自有IP的培育力度,挖掘文化内涵,讲好品牌故事。在出海方面,企业要充分重视地域、文化、法律等差异,深入调研当地市场,调整产品设计与营销策略,实现本土化运营,推动整个潮玩行业健康、可持续发展。”(本报记者孔德晨)

  来源:人民日报海外版新闻结尾 小嫩妇里面又嫩又紧,一滴都不许漏出来,主人严厉的声音回荡在的相关文章
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