Chizolowezi cha Labubu padziko lonse lapansi—chikhalidwe chodziwika bwino cha kampani yopanga zoseweretsa ya ku China ya Pop Mart—chasintha misika ya ogula komanso malonda apaintaneti omwe amadutsa malire.$108,000pa malonda ndipo ma hashtag a TikTok akuposaMawonedwe 5.8 biliyoni, kufunikira kwa zinthu kukupitirira kwambiri kupezeka. Komabe ogulitsa akukumana ndi vuto lalikulu: Amazon yachotsa mazana ambiri azinthu zophwanya malamulo, pomwe mabungwe amisonkho kuyambira ku Guangzhou mpaka ku Kazakhstan alandaZoseweretsa 43,200 zabodza zofewandi mabokosi 3,088 obisika m'masabata aposachedwa okha.
Pamene oyang'anira akuletsa, amalonda anzeru ochokera m'malire akupeza njira yabwino kwambiri:zipangizo zolumikizira zomwe sizili ndi IPKuyambira mafashoni a zidole mpaka ziwonetsero zogwiritsidwa ntchito ndi ukadaulo, zinthu zina zowonjezerazi zimagwiritsa ntchito chizolowezichi popanda kudutsa malire ovomerezeka—ndipo zikubweretsa mamiliyoni ambiri mwakachetechete.
Chuma cha Zovala za $30M pamwezi: Kuvala Zovala Zokongola
Eni ake a Labubu sakungosonkhanitsa zidole zokha, koma akusunga umunthu wawo. Kusintha kwa maganizo kumeneku kunayambitsamsika wa zovala za zidole zophulika, kumene akatswiri aluso amapanga zovala zazing'ono zomwe zimagulitsidwa$20–$80 pa seti iliyonsePa Xiaohongshu, hashtag #labubu yayambaMakambirano opitilira 30,000 ndi mawonedwe opitilira 30 miliyoni, ndi olemba otchuka omwe akupereka malipotiNdalama zokwana $30,000 pamwezi.
Chofunika kwambiri, zovala izi zimapewa kuphwanya malamulo mwa kuyang'ana kwambirikukula kwapadziko lonsendimapangidwe oyambirira:
Palibe chizindikiro cha Labubu:Ogulitsa amagulitsa "zovala za zidole za vinyl za 17cm" m'malo movala zovala za Labubu.
Kudziyimira pawokha pa luso:Zovala zimaphatikizapo mafashoni monga punk denim kapena hanfu popanda kutsanzira mapangidwe a Pop Mart omwe ali ndi ufulu wokopera.
Kutsatsa kwachikhalidwe kwa nsanja:Maphunziro owonetsa zidole (za ogwiritsa ntchito) atavala zovala wamba amapewa ma IP pomwe akuwonetsa kuti ali ndi thanzi labwino.
Wogulitsa wina wochokera ku Guangzhou, @PINKY STORE, wagulitsaMa seti okwana 10,000+ $30 a utam'miyezi iwiri poyang'ana ogula ochokera kumayiko ena kudzera pa Instagram Reels—ponseponse popewa dzina la Labubu m'ndandanda.
Ukadaulo Wowonetsera: Kumene Kugwira Ntchito Kumakumana ndi Fandom
Ndi osonkhanitsa zinthu akuganizira kwambiri za kusunga ndi kupereka zinthu,Mayankho owonetsera akhala MVP wobisikawa chilengedwe cha Labubu. Wopanga waku China GOTO adasintha kuchoka pa malo osungira nsapato kupita ku zikwama zowonetsera zosonkhanitsidwa mu 2024—ndipo adafika pachimakeMalonda apachaka a $3.75 miliyonipothetsa mavuto atatu:
Kapangidwe ka modular:Zipinda zosinthika zimagwirizana ndi ziboliboli zosiyanasiyana, kupewa malonda a Labubu.
Uinjiniya wa mlengalenga:Kuwala kwa LED kophatikizidwa ndi mawu owongolera kumawonjezera "kukongola kwa malo" pogawana pagulu.
Mgwirizano wopanda IP:Mgwirizano ndi masewera ngatiOnmyojiperekani mitu yokhudzana ndi IP ya Pop Mart.
Mofananamo, fakitale ya Yiwu Zhuo Chao tsopano imapangaZoteteza zoposa 60,000 milandu pamwezi, ndi zisindikizo zotsutsana ndi fumbi zomwe zimagulitsidwa ngati "zitetezo za bokosi losawoneka bwino padziko lonse lapansi." Mndandanda wawo wa Amazon umanena momveka bwino kuti: "Zimagwirizana ndi zifaniziro zazikulu za mainchesi 3–4"—kugogoda kotetezeka mwalamulo kutengera kukula kwa Labubu popanda kutchula dzina lake.
Kukonza ndi Kusintha: Mgodi Wosaoneka wa Golide
Kupatula zovala ndi zowonetsera, zida zosamalira zinthu zikuchulukirachulukira pambuyo pa Labubu:
Maburashi ang'onoang'ono apadera($5–15) popukuta ming'alu ya zidole zovuta
Makabati agalasi oteteza UVndi chinyezi chowongolera ($60–$200)
Putty yosamatirirazomangira ziboliboli popanda kuwonongeka
Zogulitsazi zomwe zimagwira ntchito bwino sizifuna kuti munthu azigwiritsa ntchito IP. Monga momwe wogulitsa ku Shanghai, TinyTools, akufotokozera: "Timagulitsa 'zida zosamalira zidole za vinyl'—zosonkhanitsa zinthu zomwe zimafunika.doSi nkhani yathu kukhala nawo.
Pakadali pano,kusinthaNtchito monga kusintha zidole zamphamvu zimathandiza ojambula kugwiritsa ntchito bwino zomwe zikuchitika m'njira yoyenera. Opanga amalipiritsa$50–$350 pa komishoni iliyonsekusinthayoyendetsedwa ndi ogwiritsa ntchitoLabubus—kujambulanso nkhope kapena kuwonjezera zowonjezera zopangidwa ndi manja. Mwa kugwira ntchito ngati chithandizo (osati kugulitsa zinthu), amapewa kuphwanya ufulu woberekanso.
Buku Losewerera Kutsatira Malamulo: Kuchita Bwino Mu Mthunzi wa IP
Ogulitsa opambana amagwiritsa ntchito njira zinayi zofunika kwambiri kuti apeze ndalama mwalamulo:
Kufotokozera Mawu Ofunika Mosamalitsa
M'malo mwa "zovala za Labubu," gwiritsani ntchito "fashoni ya zidole za vinyl" kapena "zovala za bokosi losawoneka." Monga momwe wogulitsa wina wa Amazon adanenera: "Mndandanda wathu wochita bwino kwambiri umati 'ukugwirizana ndi mnzanu wopanduka wa elf'—mafani amamvetsetsa, ma algorithms saziwonetsa".
Kapangidwe ka Kapangidwe
Zogulitsa ziyenera kupewa mano asanu ndi anayi a Labubu, maso osafanana, kapena mitundu yodziwika bwino. Kupambana kamodzi mwalamulo kunapangitsa wopanga magitala ang'onoang'ono kugulitsa bwino potsimikizira kuti amafanana.zida zenizeni—osati mapangidwe a Pop Mart.
Nkhani Yowonjezera Phindu
Msikantchito yothandiza, osati fandom. Chizindikiro cha GOTO chikugogomezera "kusunga nyumba yosungiramo zinthu zakale" ndi "kujambula modular," kusintha chidwi kuchokera ku IP kupita ku luso laukadaulo10.
Kuyambitsa Komwe Kumayang'aniridwa ndi Geo
Madera monga Southeast Asia amavomereza kutanthauzira kosavuta kwa IP. Ogulitsa amayesa kaye zinthu kumeneko asanayambe kuyika ndalama m'misika yotsutsana ndi EU kapena US.
Chigamulo: Phindu Lopanda Umbava
Kupambana kwa Labubu pa moto woopsa kukuwonetsa chowonadi chofunikira cha malonda apaintaneti:Kulikonse kumene zinthu zachipembedzo zimayambira, misika yowonjezera imatsatiraPamene Pop Mart ikufulumizitsa kusungidwa kwa zolemba za ufulu wa anthu padziko lonse lapansi—ngakhale polemba mayina opeka ngati "LAFUFU"—ndalama zanzeru zikupita patsogolo.zinthu zozungulira zosalamulirika.
Kwa ogulitsa ochokera m'malire, chuma ichi cha m'mphepete mwa nyanja chimapereka zabwino zochepa:palibe ndalama zolipirira layisensi,chiopsezo chochepetsedwa mwalamulondikulumikizidwa ku organic, chizolowezi choyendetsedwa ndi ogwiritsa ntchitoMonga momwe wogulitsa wina wa ku Taobao anasekera pamene ankalongedza ma hoodies 500 a kukula kwa Labubu:"Sitikugulitsa fanoli—sikugulitsa jekete la fanoli."
Pomaliza pake, chochitika cha Labubu chimatiphunzitsa kuti m'malo omwe masiku ano ali ndi IP yokhazikika,Kupambana kokhazikika kwambiri sikuchokera ku kutchuka kwa anthu, koma kuchokera ku kutumikira mithunzi yake.
Nthawi yotumizira: Julayi-12-2025
