Mmalite nke "goblin" nke nwere ezé na-ama jijiji aha ya bụ Labubu edegharịala iwu maka azụmaahịa ókèala
N'ihe ngosi dị egwu nke ike mbupụ omenala, otu ihe okike na-eme ihe ike nke sitere n'aka onye nrụpụta ihe nkiri Chaịna Kasing Lung emeela ka ndị ahịa na-enwe obi ụtọ zuru ụwa ọnụ—ma gbanwee atụmatụ azụmaahịa eletrọniki n'ụzọ. Labubu, IP kachasị elu n'okpuru nnukwu ihe egwuregwu ụmụaka Chaịna Pop Mart, abụghịzi naanị ihe osise vinyl; ọ bụ ihe na-akpali akpali ijeri dollar na-agbanwe otu ụdị ahịa si ere ahịa n'ụwa niile.
Usoro Uto Mgbawa Gbanwee Ike Ahịa
Ọnụọgụgụ ndị a na-akọ akụkọ dị egwu nke ihe ịga nke ọma n'ofe ókèala. Ahịa Pop Mart na TikTok Shop na US rịrị elu site na $429,000 na Mee 2024 ruo $5.5 nde na June 2025 - mmụba nke 1,828% kwa afọ. Na mkpokọta, ahịa ya na ikpo okwu ahụ na 2025 ruru $21.3 nde ka ọ na-erule etiti afọ, nke buru ụzọ okpukpu anọ karịa arụmọrụ ya niile na US na 2024.
Nke a abụghị naanị na Amerịka. Na Ọstrelia, "Labubu Fashion Wave" na-eme ka ndị ahịa na-azụ obere uwe na ihe ndị ọzọ dị mkpa maka ọnụ ọgụgụ ha dị sentimita 17 n'ogologo, na-eme ka egwuregwu bụrụ ihe ngosi ejiji mgbasa ozi ọha. 1. N'otu oge ahụ, ihe nkiri TikTok Shop nke Ndịda Ọwụwa Anyanwụ Eshia hụrụ Pop Mart ka ọ na-achịkwa ndepụta ndị kacha ere ahịa na June, na-ebugharị ngwa ahịa 62,400 naanị na ngwaahịa ise dị na mpaghara ahụ, nke Labubu na nwanne ya IP Crybaby na-akwalite.
Ọganihu a na-agbasa nke ukwuu—ma zuru ụwa ọnụ. Malaysia, nke bụbu onye na-adịghị mma na ire ihe egwuregwu TikTok Shop, hụrụ ngwaahịa ise kachasị elu ya—ihe niile a na-ere na Pop Mart—enwetala ahịa kachasị elu kwa ọnwa nke nkeji 31,400 na June, mmụba okpukpu iri site na Mee.
Klas Master na Mgbanwe Ụwa: Site na Bangkok ruo Ụwa
Ihe mere Labubu ji agbanwe agbanwe abụghị naanị atụmatụ ya, kama ọ bụ atụmatụ mba ofesi nke Pop Mart nke na-adịghị ahụkebe—usoro maka ndị na-ere ahịa gafere ókèala.
Thailand: Mwepụta Ihe Na-adịghị Atụ Anya
Pop Mart bu ụzọ lekwasị anya n'ebe ndị na-ewu ewu dịka Korea na Japan mana ọ tụgharịrị gaa Thailand na 2023. Gịnị kpatara ya? Thailand jikọtara GDP dị elu kwa onye, omenala ntụrụndụ, na 80% + ntinye aka na ịntanetị na mgbasa ozi mmekọrịta siri ike. Mgbe Lisa (nke BLACKPINK) onye ama ama na Thailand kesara usoro Labubu "Heartbeat Macaron" ya na Eprel 2024, ọ kpalitere mmasị mba niile. Nchọgharị Google ruru ebe kachasị elu, ụlọ ahịa ndị na-anọghị n'ịntanetị aghọọ ebe a na-ezukọta - ihe akaebe na ngwaahịa mmetụta uche na-aga nke ọma ebe obodo na nkekọrịta na-agakọ.
Mmetụta Domino: Ndịda Ọwụwa Anyanwụ Eshia → Ọdịda Anyanwụ → China
Oké iwe nke Thailand gbasaara na Malaysia, Singapore, na Philippines na ngwụcha afọ 2024. Ka ọ na-erule mbido afọ 2025, Instagram na TikTok kpaliri Labubu ịbanye n'ọdịda anyanwụ, nke ndị ama ama dịka Rihanna na Beckhams mere ka ọ dịkwuo mma. N'ụzọ dị mkpa, okwu a zuru ụwa ọnụ laghachiri na China. Akụkọ banyere "Labubu na-ere ahịa na mba ofesi" kpaliri FOMO n'ime obodo, na-agbanwe ihe ochie dị ka IP ka ọ bụrụ ihe ochie omenala a ga-enwerịrị.
Ụlọ Ahịa TikTok na Azụmaahịa Dị Ndụ: Injin nke Ahịa Viral
Ikpo okwu azụmaahịa ọha na eze emeghị ka ọganihu Labubu dịkwuo mfe—ha emeela ka ọ ghọọ hyperdrive.
Na mba Filipinz,Mgbasa ozi ndụ nyere aka na 21%-41%nke ire ere maka ngwaahịa kachasị elu nke Pop Mart, ọkachasị usoro mmekorita Coca-Cola nke 3.
Algọridim TikTok gbanwere vidiyo na nkuzi nhazi (dịka nke onye Ọstrelia TikToker Tilda) ka ọ bụrụ ihe na-amụba ihe achọrọ, na-eme ka ntụrụndụ na ịzụta ihe mkpali ghara ịdị mfe.
Temu jikwa mmasị ya mee ihe: isii n'ime ihe eji achọ nwa bebi iri kacha mma bụ uwe Labubu, ebe otu ihe na-ere ihe fọrọ nke nta ka ọ bụrụ puku iri abụọ.
Ihe nlereanya ahụ doro anya:nchọpụta esemokwu dị ala + ọdịnaya enwere ike ịkekọrịta + mbelata dị oke = ọsọ na-agbawa agbawa nke gafere ókèala.
Scalping, Scalling, na Akụkụ Gbara Ọchịchịrị nke Hype
Ma nje virus na-akpata adịghị ike. Ihe ịga nke ọma Labubu kpughere mgbawa sistemụ na azụmaahịa ókèala dị oke mkpa:
Ọgba aghara ahịa nke abụọ:Scalpers na-eji bots echekwa ihe ndị a na-ewepụta n'ịntanetị, ebe "ndị otu na-akwado ndị uwe ojii" na-egbochi ụlọ ahịa anụ ahụ. Ọnụọgụ mbipụta zoro ezo, nke mbụ bụ $8.30, na-erezi ugbu a maka ihe karịrị $70 mgbe niile. Ihe ndị a na-adịghị ahụkebe na-enweta $108,000 na ahịa Beijing.
Mwakpo adịgboroja:Ebe ngwaahịa dị ezigbo ụkọ, ahịa ndị a kpọrọ "Lafufu" jupụtara n'ahịa. Ihe ijuanya bụ na ụfọdụ ndị mere ka koodu QR nke Pop Mart megide adịgboroja ghara ịdị irè. Ndị omenala China jidere igbe ákwà mgbochi Labubu adịgboroja 3,088 na ihe egwuregwu adịgboroja 598 e ji aga Kazakhstan n'oge na-adịbeghị anya.
Nzaghachi Ndị Ahịa:Ige ntị n'etiti ọha na eze na-ekpughe mkparịta ụka dị iche iche: "mara mma" na "a na-anakọta" megide "scalping," "isi obodo," na "mmebi FOMO". Pop Mart na-ekwusi ike n'ihu ọha na Labubu bụ ngwaahịa buru ibu, ọ bụghị okomoko - mana echiche efu nke ahịa na-egosi ihe dị iche.
Akwụkwọ Egwuregwu Ọhụrụ Maka Ịga nke Ọma n'Ógbè Nile
Mrịgo Labubu na-enye nghọta dị mkpa maka ndị egwuregwu azụmaahịa e-commerce zuru ụwa ọnụ:
Mmetụta Uche Na-ere, Uru Anaghị Eme:Labubu na-eme nke ọma site n'igosi mmụọ "nnupụisi mana dị ọcha" nke Gen Z. Ngwaahịa ndị nwere mmetụta mmetụta uche siri ike na-agafe karịa ndị bara uru naanị.
Jiri Ndị Na-emetụta Mpaghara Mee Ihe → Ndị Na-ege Ntị Nile:Nkwado Lisa nke sitere n'okike meghere Thailand; aha ọma ya n'ụwa niile mere ka ọ banye n'Ọdịda Anyanwụ Eshia. Ndị na-emetụta obere ihe dịka Quyen Leo Daily nke Vietnam butere ire ahịa site na mgbasa ozi ndụ site na 17-30%.
Ntuzi Mkpa Maka Ụkọ:Ọ bụ ezie na mbipụta ole na ole na-akwalite mmụba, oke nnyefe na-egbu ihe omimi. Pop Mart na-ejizi eriri siri ike ugbu a - na-eme ka mmepụta dịkwuo elu iji gbochie ndị na-akpụcha ihe ma na-echekwa ohere ịchịkọta ihe.
Ihe gbasara Njikọta Ikpo Okwu:Ijikọta TikTok (nchọpụta), Temu (ire ahịa buru ibu), na ụlọ ahịa nkịtị (obodo) mepụtara usoro gburugburu ebe obibi nke na-eme ka onwe ya sie ike. Mkpọga ókèala abụghịzi maka otu ọwa—ọ bụ maka ọwa agbakwunyere.
Ọdịnihu: Karịa Usoro Nnukwu Ahụ
Dịka Pop Mart na-eme atụmatụ maka ụlọ ahịa 130+ na mba ofesi ka ọ na-erule afọ 2025, a gaghị atụ ihe nketa Labubu n'ihe a na-ere, kama n'otú o si gbanwee azụmaahịa ụwa. Akwụkwọ egwuregwu o mere nke ọma—nkwenye omenala mba ofesi → Mgbasa ozi mmekọrịta → ùgwù obodo— gosiri na ụdị ndị China nwere ike iji ikpo okwu gafere ókèala mee ihe ọ bụghị naanị ire ere, kamakwa iwulite akara ngosi ụwa.
Ma nkwado siri ike dabere na ibelata sculping na adịgboroja site na nkwenye teknụzụ na mwepụta ndị kwesịrị ekwesị. Ọ bụrụ na ejiri amamihe jikwaa ya, ọchị Labubu na-ama jijiji nwere ike ịnọchite anya ihe karịrị ihe egwuregwu—ọ nwere ike ịnọchite anya naanị ihe ngosi.mmepe ọzọ nke azụmaahịa zuru ụwa ọnụ.
Maka ndị na-ere ahịa n'ofe ókèala, ihe omume Labubu na-enye otu ozi doro anya: N'ahịa azụmaahịa nke mbụ nke taa, mkpa omenala bụ ego kachasị.
Oge ozi: Julaị-12-2025
