Ka Hoʻonui ʻana o ka Hoʻokele Waiwai o Kidult: Puka mai nā Mea Pāʻani Hōʻiliʻili Pākeke ma ke ʻano he ʻenekini hou no ka ulu ʻana o ka hoʻokuʻu aku

ka ulu ʻana o ka mākeke mea pāʻani he 4.1%. Ke nānā nei kēia hōʻike i ka hoʻonui ʻia ʻana o ka mākeke, ke ʻano o nā mea kūʻai aku, a pehea e hoʻohana ai nā mea hoʻokuʻu aku Kina i ka "nostalgia consumption" e lanakila ai i nā mea kūʻai honua.

Ka Papahana Mākeke Honua: He ʻOihana $28.7 Piliona me nā Wahi Wela ʻĀpana

Ua ulu ka mākeke pāʻani hōʻiliʻili pākeke honua mai kahi ʻāpana niche a i kahi ʻoihana piliona kālā he nui i loko o ʻelima mau makahiki wale nō. Hōʻike ka ʻikepili Euromonitor International ua hōʻea ka mākeke i $28.7 biliona i ka makahiki 2024, me ʻAmelika ʻĀkau, ʻEulopa, a me ʻAsia-Pākīpika ma ke ʻano he mau ʻāina ʻekolu kiʻekiʻe—ʻo kēlā me kēia me nā makemake o nā mea kūʻai aku a me nā mea hoʻokele ulu.

ʻO ʻAmelika ʻĀkau ka mākeke nui loa, e helu ana i 42% o nā kūʻai aku honua (\(12.05 biliona ma 2024), i alakaʻi ʻia e ke koi no nā superhero a me nā mea hōʻiliʻili IP sci-fi. ʻO ʻAmelika Hui Pū ʻIa ka home o nā mea hōʻiliʻili mea pāʻani pākeke ma mua o 35 miliona, me 62% o lākou e hoʻolilo ana i \)500-\(2,000 i kēlā me kēia makahiki ma nā mea e like me nā kiʻi Marvel a me nā pahu hoʻohālike *Star Wars*, e like me kahi noiʻi 2024 e The NPD Group. "Makemake nā ʻAmelika Kidults e uku i nā kumukūʻai kiʻekiʻe no nā ʻāpana paʻi palena e hōʻike ana i kā lākou mau hoʻomanaʻo moʻomeheu pop punahele," wahi a Sarah Lee, ka mea loiloi kiʻekiʻe ma Euromonitor. "Hiki ke kūʻai aku i kahi kiʻi resin 12-'īniha o Spider-Man no \)300-$500, a kūʻai pinepine ʻia nā holo palena i loko o nā hola."

Ma hope o ʻEulopa me 28% o ka mākeke honua ($8.04 biliona), kahi e noho aliʻi ai nā mea hōʻiliʻili kahiko a me nā mea kahiko. Ua ʻike ʻo UK, Kelemānia, a me Palani i ka piʻi ʻana o ke koi no nā kope mea pāʻani o nā makahiki 1980 a me 1990—e like me nā kope Transformers G1 a me nā kiʻi hana He-Man—i hoʻokele ʻia e nā mea kūʻai aku waena e ʻimi nei e hoʻihoʻi i ka nostalgia o ka wā kamaliʻi. Ma Kelemania, ua ulu ka kūʻai aku ʻana o nā kaʻaahi hoʻohālike retro a me nā kaʻa no nā pākeke i 27% i ka makahiki 2024, e like me ka German Toy Association.

ʻO ʻAsia-Pākīpika ka ʻāina ulu wikiwiki loa, me ka CAGR o 18% mai ka makahiki 2022. Ke hoʻomau nei ka moʻomeheu otaku lōʻihi o Iapana i ka hoʻoulu ʻana i ke koi no nā kiʻi anime (e like me Demon Slayer lāua ʻo Attack on Titan), ʻoiai ke kākoʻo nei ka papa waena e ulu nui ana ma Asia Hikina Hema i nā mea hōʻiliʻili IP Komohana a me Kina. Ma Indonesia, ua piʻi aʻe ke kūʻai aku ʻana o nā mea pāʻani hōʻiliʻili pākeke i 45% i ka makahiki 2024, me nā kiʻi Naruto i hana ʻia ma Kina a me nā mea pāʻani plush premium Boonie Bears e kaulana nei, e like me ka hōʻike ʻana o ka ʻikepili CTJPA.

Kiʻi o ka Mea kūʻai aku: ʻO wai nā mea hōʻiliʻili pākeke?

He hui like ʻole nā ​​​​mea hōʻiliʻili mea pāʻani pākeke o kēia mau lā, akā ke hoʻohālikelike nei nā ʻano heluna kanaka a me nā ʻano hana koʻikoʻi i ka hoʻomohala huahana a me nā hoʻolālā kūʻai aku.

Ma ke ʻano o ka makahiki, ʻo ka poʻe nui o ka lehulehu ma waena o 25 a me 45 mau makahiki, ʻo ia hoʻi he 78% o nā mea kūʻai aku pākeke honua, e like me ka The NPD Group. ʻO kēia hui—he nui o lākou i ulu aʻe i ka wā gula o nā moʻo animated a me nā kiʻiʻoniʻoni blockbuster—he loaʻa kālā hoʻolilo e hoʻolilo ai i nā leʻaleʻa. "Ke hoʻokele nei nā Millennials a me Gen Z i ke ʻano Kidult," wahi a Li Jia, ka luna hoʻokele kūʻai aku ma HobbyMax, kahi mea hana mea pāʻani hōʻiliʻili ma Guangzhou. "ʻAʻole lākou e nānā i nā mea hōʻiliʻili ʻaʻole wale he mau mea pāʻani, akā he mau hōʻailona kūlana a me nā hoʻopukapuka manaʻo."

Ke loli nei hoʻi ka dinamika o ke kāne a me ka wahine. ʻOiai he mākeke i noho aliʻi ʻia e nā kāne ma ka mōʻaukala (me nā kāne e hana ana i 75% o nā mea kūʻai ma 2019), ʻo nā wahine hōʻiliʻili i kēia manawa he 35% o nā kūʻai aku ma ka honua holoʻokoʻa—ua piʻi aʻe he 12 pakeneka i loko o ʻelima mau makahiki. Ma Kōlea Hema a me UK, makemake nā wahine kūʻai i nā mea hōʻiliʻili nani akā kiʻekiʻe, e like me nā kiʻi premium Hello Kitty a Sanrio a me nā hiʻohiʻona resin My Neighbor Totoro a Studio Ghibli. "Ua ʻike mākou i ka piʻi ʻana o 50% o nā mea kūʻai aku wahine e kūʻai ana i kā mākou mau kiʻi Spirited Away ma ʻEulopa," wahi a Li Jia.

ʻEkolu mau kumu hoʻoikaika e hoʻoikaika ai i nā mea hōʻiliʻili makua:

Nostalgia: 62% o nā mea kūʻai e ʻōlelo nei i ka "hoʻopili hou ʻana me nā hoʻomanaʻo kamaliʻi" ʻo ia ke kumu nui, e like me kahi noiʻi 2024 na Global Toy Insights. No ka laʻana, ʻimi pinepine nā ʻAmelika 35-45 makahiki i nā pēpē GI Joe a i ʻole Barbie mai ko lākou wā ʻōpiopio, ʻoiai nā mea hōʻiliʻili Kina ma Asia Hikina Hema e kūʻai i nā kope o nā kiʻi animation kūloko o nā makahiki 1990 e like me Black Cat Detective.

ʻIke Pilikanaka: Hoʻohana nā mea hōʻiliʻili i kā lākou mau mea e kūkulu i ke kaiāulu—e kaʻana like ana i nā kiʻi ma Instagram, e komo ana i nā ʻaha kūkā pūnaewele (e laʻa, ʻo Reddit's r/ActionFigures), a e hele ana i nā ʻaha kūkā e like me San Diego Comic-Con (SDCC). Ua ʻike ʻia kahi noiʻi 2024 ua loaʻa i ka 45% o nā mea hōʻiliʻili makua nā hoaaloha ma o kā lākou leʻaleʻa.

Waiwai Hoʻopukapuka: Hoʻonui pinepine ʻia ke kumukūʻai o nā mea hōʻiliʻili paʻi palena. ʻO ke kiʻi o Avengers: Endgame Iron Man paʻi palena 2019, i kūʻai mua ʻia ma \(400, i kēia manawa ke kūʻai ʻia aku nei ma mua o \)1,200 ma nā mākeke lua e like me eBay. ʻO kēia "manaʻo hoʻopukapuka" ke kumu o 30% o nā kūʻai kiʻekiʻe, e like me ka hōʻike a The NPD Group.

Hoʻolālā a nā mea hoʻokuʻu aku Kina: Hoʻolālā no ka Nostalgia, Kūʻai aku no ka pilina

Ke hoʻohana nei nā mea hana mea pāʻani Kina i ko lākou ʻike loea i ka hana ʻana a me nā hui IP e hopu i kahi mahele nui o ka mākeke hōʻiliʻili pākeke honua, me ʻelua mau wahi koʻikoʻi: ka hoʻolālā huahana i hoʻokele ʻia e ka nostalgia a me ke kūʻai aku ʻana i kālele ʻia i ke kaiāulu.

Hoʻolālā Huahana: Hoʻohui i ka Nostalgia me ka maikaʻi a me ka hana hou

Hoʻopilikino nā mea hoʻopuka aku Kina holomua i kā lākou huahana e hoʻohana i ka nostalgia o ia wahi me ka hoʻomaikaʻi ʻana i ka maikaʻi e hoʻokō i nā kūlana makua.

ʻO ka Hana Pū ʻana me nā IP kaulana o ka honua he hoʻolālā maikaʻi loa ia. Ua hoʻomaka ʻo Pop Mart ma Shenzhen, kaulana no kāna mau pahu makapō, i kahi hana pū ʻana me Star Wars i ka makahiki 2024—e hōʻike ana i nā kiʻi 3-ʻīniha o Darth Vader lāua ʻo Luke Skywalker me nā ʻōpala kaila 1970s. Ua kūʻai aku ka laina i 500,000 mau ʻāpana ma ka honua holoʻokoʻa i loko o kāna mau mahina ʻekolu mua, e loaʻa ana he $25 miliona i ka loaʻa kālā. "Ua kūkulu nā IP honua i ka nostalgia," wahi a Wang Jian, ka luna kūʻai aku honua o Pop Mart. "Ma ke kau ʻana i kā mākou hoʻolālā kū hoʻokahi ma luna o lākou, hoʻopiʻi mākou i nā mea pā lōʻihi a me nā mea hōʻiliʻili hou."

Nā Kope Retro me nā Hoʻonui Hou: No nā mākeke ʻāina, hana hou nā ʻoihana Kina i nā mea pāʻani kahiko me nā mea hana a me nā kikoʻī ʻoi aku ka maikaʻi. Ua hoʻokuʻu ʻo HobbyMax i kahi kope Transformers Optimus Prime o nā makahiki 1980 i ka makahiki 2024, i hana ʻia me ka metala die-cast (ma kahi o ka plastic) a me nā kukui LED ma nā maka. Me ke kumukūʻai he $280, ua kūʻai aku ke kumu hoʻohālike i 20,000 mau ʻāpana ma ʻEulopa a me ʻAmelika ʻĀkau—ʻoi aku ka maikaʻi ma mua o nā mea i manaʻo ʻia. "Makemake nā pākeke i ka nostalgia o kā lākou mau mea pāʻani kamaliʻi, akā me ke ʻano hiki iā lākou ke mahalo i kēia manawa," wahi a Li Jia.

ʻO ka Hoʻolaha Honua ʻana o nā IP Kina: Ke loaʻa nei hoʻi ka hoihoi i nā IP kūloko. Ua hoʻokuʻu ʻo Alpha Group o Guangzhou i kahi laina kiʻi The Legend of Hei (Ling Long) premium i ka makahiki 2024, e kuhikuhi ana i nā mea pā sci-fi ma ʻAmelika Hui Pū ʻIa a me ʻEulopa. ʻO nā kiʻi resin 10-ʻīniha, e hōʻike ana i nā huapalapala post-apocalyptic o ka IP, i kūʻai ʻia no $320 pākahi a lilo i mea kūʻai aku ma London Toy Fair. "Hāʻawi nā IP Kina i nā moʻolelo hou no nā mea hōʻiliʻili honua i luhi i nā huapalapala Komohana like," wahi a Zhang Wei, ka luna hoʻokuʻu aku o Alpha Group.

Kūʻai aku: Ke Kūkulu ʻana i ke Kaiāulu a me ka Hoʻokumu ʻana i ka Kakaikahi

I mea e hiki aku ai i nā mea hōʻiliʻili pākeke, ke neʻe nei nā mea hoʻokuʻu aku Kina ma mua o ka hoʻolaha kuʻuna e kālele ana i ke kūkulu ʻana i ke kaiāulu a me nā hoʻolaha i hoʻokele ʻia e ka nele.

Nā Pāpili Kaiapili a me nā Hui KOL: He mea koʻikoʻi nā kahua e like me Instagram, TikTok, a me YouTube no ka hōʻike ʻana i nā mea hōʻiliʻili. Hoʻopili ʻo Pop Mart me nā KOL "toy unboxing" e like me @ToyCollectorGirl (nona he 1.2 miliona mau mea hahai) e loiloi i kāna mau huahana. Ua loaʻa i kahi wikiō TikTok 2024 o kāna wehe ʻana i nā kiʻi Star Wars he 4.5 miliona mau nānā, e hoʻokele ana i ka piʻi ʻana o 30% i nā kūʻai aku. "Hiliʻi ka poʻe mākua i nā mea hōʻiliʻili ʻē aʻe ma mua o nā hoʻolaha," wahi a Wang Jian.

ʻAha Kūkākūkā: ʻO nā ʻaha kūkā nui o nā mea pāʻani—e like me SDCC, Tokyo Toy Show, a me London Toy Fair—he mau mea nui ia no ke kūkulu ʻana i ka ʻike ʻia o ka brand. I ka makahiki 2024, ua hoʻolaha ʻo HobbyMax i kāna kiʻi hoʻopuka palena ʻia ʻo Attack on Titan ma SDCC, e hāʻawi ana i 500 mau ʻāpana "Comic-Con Only" kūʻokoʻa me ka ʻōpala kūikawā. Ua kūʻai ʻia aku nā ʻāpana i loko o ʻelua hola, a ua hoʻoulu ka buzz i 10,000 mau kauoha mua no ka paʻi maʻamau.

Hoʻopili Kaiaulu: Ke hoʻokumu nei nā mea hoʻokuʻu aku i nā kaiāulu pūnaewele e hoʻoulu i ka kūpaʻa. Ua hoʻokumu ʻo Alpha Group i kahi hui Facebook, ʻo "Global Ling Long Collectors," kahi e kaʻana like ai nā lālā i nā kiʻi o kā lākou mau kiʻi, komo i nā Q&A me nā mea hoʻolālā IP, a koho balota i nā huahana e hiki mai ana. I kēia manawa, he 25,000 mau lālā o ka hui, a ua kūʻai hou aku ʻo 40% o lākou. "Ke manaʻo nā mea hōʻiliʻili he ʻāpana o kahi kaiāulu, lilo lākou i poʻe kākoʻo brand," wahi a Zhang Wei.

Nā Hoʻohālike Paʻi Kaupalena a me nā Kauoha Mua: Hoʻoulu ka nele i ke koi. Hoʻokuʻu ʻia ka hapa nui o nā mea hōʻiliʻili pākeke Kina ma ke ʻano he mau paʻi palena (e laʻa, 1,000-5,000 mau ʻāpana) me nā palapala hōʻoia i helu ʻia, e hana ana i kahi manaʻo o ka kū hoʻokahi. He mea maʻamau nō hoʻi nā kauoha mua—ua wehe ʻo HobbyMax i nā kauoha mua no kāna kope Optimus Prime ʻekolu mahina ma mua o ka hoʻokuʻu ʻia ʻana, e ʻae ana i ka hui e ana i ke koi a hoʻoponopono i ka hana ʻana.

Nā Pilikia a me ka Nānā i ka Wā e Hiki Mai Ana

ʻOiai ke ulu nei, ke kū nei nā mea hoʻokuʻu aku Kina i nā pilikia ma ka mākeke hōʻiliʻili pākeke. Ke hoʻomau nei ka hoʻokūkū mai nā lama Komohana i hoʻokumu ʻia (e like me Funko, Sideshow Collectibles) a me nā ʻoihana Kepani (e like me Good Smile Company). ʻO ka hewa IP kekahi pilikia—ua hoʻopiha nā kiʻi Star Wars hoʻopunipuni i hana ʻia e Kina i nā mākeke pūnaewele, e hōʻemi ana i nā kūʻai kūpono. Eia kekahi, ʻo ke kumukūʻai hana kiʻekiʻe (no nā mea resin a me nā mea metala) ʻo ia hoʻi he emi ka lihi o ka loaʻa kālā ma mua o nā mea pāʻani a nā keiki.

No ka lanakila ʻana i kēia mau pilikia, ke hoʻopukapuka nei nā mea hoʻokuʻu aku i ka hana hou a me ke kūkulu ʻana i nā hōʻailona. Ke hoʻohui nei kekahi i ka ʻenehana i loko o nā mea hōʻiliʻili—e like me nā hiʻohiʻona AR (augmented reality) e hiki ai i nā mea hoʻohana ke "lawe mai i nā kiʻi i ke ola" ma o nā polokalamu kelepona. Ke kālele nei kekahi i ka hoʻomau ʻana, me ka hoʻohana ʻana i nā resins e pili ana i ke kaiapuni e hoʻopiʻi i nā mea kūʻai aku e noʻonoʻo ana i ke kaiapuni.

I ka nānā ʻana i mua, he mālamalama ka wā e hiki mai ana o ka hoʻokuʻu ʻana aku i nā mea pāʻani hōʻiliʻili pākeke. Ke hōʻike nei nā mākeke e kū mai ana e like me ka Hikina Waena a me ʻAmelika Latina i ka ulu ikaika—ua ulu ka mākeke hōʻiliʻili pākeke o Saudi Arabia ma 55% i ka makahiki 2024, e like me CTJPA. I ka nui ʻana o nā pākeke e ʻapo ana i ka "pāʻani ma ke ʻano he nohona," e hoʻomau nā mea hoʻokuʻu aku Kina e hiki ke kaulike i ka nostalgia, ka maikaʻi, a me ke kaiāulu i ka hopu ʻana i ka māhele mākeke.

"ʻAʻole he mea hoʻonanea ka hoʻokele waiwai ʻo Kidult—he ʻano lōʻihi ia," wahi a Sarah Lee. "Ke hoʻoikaika nei nā mākua i nā ʻike a me nā pilina naʻau, a hāʻawi nā mea pāʻani hōʻiliʻili i nā mea ʻelua. No nā mea hoʻokuʻu aku Kina, he manawa kūpono kēia i hoʻokahi manawa i ka hanauna e lilo i alakaʻi honua i kahi ʻāpana e ulu wikiwiki ana."

I ka ʻike nui ʻia ʻana o nā mea hōʻiliʻili pākeke i hana ʻia ma Kina ma nā papa ma New York, Lākana, a me Tokyo, ke hōʻoia nei ka ʻoihana ʻaʻole no nā keiki wale nō nā mea pāʻani—a hiki i ka nostalgia ke lilo i mīkini ikaika no ka ulu ʻana o nā mea kūʻai aku.