“The trend will pass and the culture will stay.”
Editor’s note: This article is from WeChat public account “ Entertainment Unicorn” (ID: yuledujiaoshou), author Mia.
“Let the dinosaurs go through the countertops in a group, the wardrobe is hidden in the garden… Life is never like a paradise, and it is reliable. I create it, let the rainbow long bridge stretch infinitely, flying like a cloud on the day, Magic reality finds the intersection.”
This “Yellow Gate”, which describes childlikeness, seems to be the best comment for trending toy players. White-collar youth who are accustomed to fast-paced urban life need more or less an exit from work stress and real troubles. In the current era of consumerism, the lifestyle of deconstruction by consumption has become commonplace, encouraged and beautified. It is justice.” Some people chose to collect sneakers, some chose hoarding lipstick, and some people chose to buy trendy toys.
After the adults are justifiably rejuvenating as a 5-year-old child, a huge market worth hundreds of billions is slowly emerging. The data shows that the current global trend toy market exceeds 100 billion US dollars, and the number of domestic tide play users has exceeded 80 million in 2017. Toy toys such as Art toy grew by 26%, accounting for 11% of the toy industry’s overall sales.
In 2017, Bubble Mart was listed on the New Third Board and will be listed on April 2 this year. As of 2019, the POP MART Bubble Mart line has exceeded 100 stores, with 428 robot stores covering 52 cities across the country. There is a blind box that makes the player want to stop. Is the blind box a smart business that exploits human weakness? What about real amateur players, blind box players and tide players?
Visit more than non-professional players:Video IP is blindly invading
“What is a trend toy? It is a toy for the rich.” A P, a sales manager who goes out to go to Bubble Mart, laughs that he is not a “trend toy player” but a “trash toy player”. Can only be small in the hands of the model circle, and can not afford to spend more expensive hobbies. Every year, he will go shopping at the Beijing Trend Toys Show, but more is “just don’t buy”.Or occasionally bite your teeth and buy a second four-digit price toy, and then self-deduct from other aspects. He has been buying toys on and off for several years, and he spends no more than one or two thousand on toys.
A few days ago, A was immersed in the light of a founder friend of an Internet company, and found a toy signed by a designer. The latter “packed the round” of the audience, the two designers sat on the ground and signed each box. The original price of 199 yuan of the trend of toys, now without signature in the idle fish was fired to more than 400 yuan, with a signature of 800 yuan to more than 1,000 yuan, “look, or ‘double sign.” He pointed to the box and toys The two signatures said.
As a rock fan, he sometimes digs some niche designs between Wenchuang and trendy toys, regardless of appreciation, just consider it. For example, the new trouser band Peng Lei designed the “Mimi and 嘎嘎” doll, or the polyphonic potato doll, or the “One Ear” PVC hand designed by the last studio joint “Black Cat Sheriff”. At the time of last year, the studio was not so hot. At the end of August this year, “Where the Devil’s Angels Come into the World” rushed to the annual box office champion. At the same time, the end of the studio joint name of the official authorized hand-held crowdfunding amount also exceeded 12 million, exceeding the crowdfunding target of 1,200.01%.
I think that “the blind box doesn’t have any strength, maybe because I don’t have the money”, A also mentioned an interesting phenomenon: The old-fashioned movie IP is increasingly working with trend toys across borders and adopting The “hidden” gameplay of the blind box. This may cover a portion of non-blind box players and train them to transform. For example, the revamped launch of the titans series, including “Pulp Fiction”, “Game of Thrones”, “Breaking Bad”, “American Horror Story” character dolls, and the introduction of rare variant character dolls and dealer limited edition dolls .
A P represents a relatively large part of the Beijing Trends Toys Show (BTS) with over 100,000 people. It is his business hobby, but it will not let him pay too much money and energy. From August 16th to August 18th, this year’s BTS was hosted by Bubble Mart, with the theme of “Star Playground”, which brought together nearly 1,000 exhibition limited products and more than 300 from more than ten countries and regions. Artists, tide playBrand.
The key words of fashion toys are not “toys” but “trends”. Like trend items and sneakers, trend toys must be designed by designers and have a value-for-money space. Two factors are indispensable.
Therefore, the most famous trend toy players in China are usually stars: such as Lin Junjie, Jay Chou, Edison Chen, Luo Zhixiang, Quan Zhilong and so on. While endorsing the QE, Ron English, Kidrobot, etc., and establishing their own trend, they also use the KOL status on social media to play the same “sell”. . Even if their fans are temporarily unable to spend, they may become potential users of the target group.
Under the Law of Attraction, fashion toys are often logically shared with all aspects of the trend culture, and the audience overlaps, so they often appear in street graffiti, sneaker design, co-branded clothing, and art exhibitions. The designer Michael Lau, who is working with AJ, has a painting value of 230,000-45 million Hong Kong dollars. The contemporary artist Yue Minjun’s hand-painted building block bear, 1000% BE@RBRICK “Prisoner”, was sold at a high price of 1.2 million. Previously, Kaws X Uniqlo was issued a national snap, and artist Kaws’ painting “The KAWS ABLUM” sold HK$116 million at the Sotheby’s Spring Auction in Hong Kong this year.
Blind box:Addiction is not important
“I swear, if I go to the store to shake the box later, it will make me a huge and ugly pig.” The 25-year-old media person Xiaoxue wrote on Weibo. Having said that, Xiaoxue is still unable to guarantee his own words. The excitement of drawing the favorite “wa” is unparalleled, and if you don’t like it, you will be swearing.
The blind box was born in Japan, formerly known as mini figures, and later called the blind box. Bubble has the industry status and sales performance today, which is inseparable from the blind box. Bubble Mart found that a product of Sonny Angel took up the whole process.