Written by: Yue Xiaoyu

Why has Labubu from Pop Mart become so popular?

First of all, Labubu's design is very unique.

Unlike the sweet image of traditional trendy toys, Labubu's style can be simply described as personality and rebellion, which actually satisfies the emotional value of young people.

Consumers see it as an "emotional container," gaining a sense of belonging and personal expression through collecting, customizing, and sharing.

Emotional value is fundamental; the starting point of a trend is emotion.

Secondly, Pop Mart's blind box mechanism and hunger marketing can stimulate consumers' dopamine-driven purchasing impulses.

Strict control of production capacity leads to "hard-to-get" figures, with secondary market premiums reaching dozens of times (for example, the Vans collaboration has a premium of 1284%). There are even rumors that Pop Mart has secondary market manipulators.

I don't know if this is true, but Pop Mart has indeed tacitly allowed or indirectly supported scalpers to hoard stock, creating a false sense of scarcity.

Thirdly, there is the celebrity effect.

Thai star Lisa has repeatedly showcased Labubu on Instagram, sparking a global craze. Subsequently, Western celebrities like Rihanna and Beckham joined in, greatly enhancing Labubu's exposure.

Through a "Southeast Asia first, then Western markets" overseas strategy, combined with localized operations to accurately reach various regions, along with high-end locations and celebrity endorsements, Pop Mart has created a light luxury brand image, making Labubu a global trend.

This is almost identical to the development pattern of the previous NFT (referred to as digital collectibles in China) craze.

In summary, abstractly speaking, the rise of Pop Mart is like a three-stage rocket: emotional value → marketing amplification → social explosion.

Stage One: Emotional Ignition

Through unique design and cultural resonance, Labubu ignites consumers' needs for personal expression and emotional attachment, laying the foundation for the trend.

Stage Two: Mechanism Acceleration

Blind boxes, limited releases, and hunger marketing act as "propellers," amplifying market demand through scarcity and speculative psychology, driving up the secondary market craze.

Stage Three: Social Explosion

The celebrity effect and social media dissemination act as "detonators," transforming Labubu into a global social currency, driving viral spread.

This model has been validated by Pop Mart multiple times. As early as 2016, Pop Mart launched the first hit Molly series, followed by the Dimoo series in 2018, and now the Labubu series has emerged.

This indicates that this model is indeed effective and can be repeatedly used.

免责声明：本文章仅代表作者个人观点，不代表本平台的立场和观点。本文章仅供信息分享，不构成对任何人的任何投资建议。用户与作者之间的任何争议，与本平台无关。如网页中刊载的文章或图片涉及侵权，请提供相关的权利证明和身份证明发送邮件到support@aicoin.com，本平台相关工作人员将会进行核查。