Kukwera kwa "goblin" wolumala wotchedwa Labubu kwasintha malamulo a malonda odutsa malire
Powonetsa mphamvu zodabwitsa za chikhalidwe chotumiza kunja, cholengedwa choopsa komanso chopanda mphamvu kuchokera ku dziko la nthano la wopanga zinthu wa ku China Kasing Lung chayambitsa chisokonezo padziko lonse lapansi - ndikukonzanso njira zamalonda apaintaneti zomwe zikuyenda m'malire. Labubu, IP yayikulu pansi pa kampani yayikulu ya zoseweretsa yaku China Pop Mart, si chinthu cha vinyl chokha; ndi chothandizira cha madola biliyoni chomwe chimasintha momwe makampani amagulitsira padziko lonse lapansi.
Miyeso Yokulira Kwambiri Imafotokozanso Mphamvu Yamsika
Ziwerengerozi zikufotokoza nkhani yodabwitsa ya kupambana kwa anthu ochokera m'mayiko osiyanasiyana. Malonda a Pop Mart pa TikTok Shop ku US adakwera kuchoka pa $429,000 mu Meyi 2024 kufika pa $5.5 miliyoni pofika Juni 2025—kukwera kwa 1,828% pachaka. Mokulirapo, malonda ake a 2025 pa nsanjayi adafika pa $21.3 miliyoni pakati pa chaka, zomwe zidachulukitsa kale kanayi momwe adachitira mu 2024 ku US.
Izi sizikuchitika ku America kokha. Ku Australia, "Labubu Fashion Wave" imapangitsa ogula kugula zovala zazing'ono ndi zowonjezera za anthu awo aatali masentimita 17, zomwe zimapangitsa kuti anthu azikonda kwambiri malo ochezera a pa Intaneti. 1. Nthawi yomweyo, malo ogulitsira a TikTok ku Southeast Asia adawona Pop Mart ikulamulira mndandanda wazinthu zogulitsidwa kwambiri ku June, ikusuntha mayunitsi 62,400 pazinthu zisanu zokha m'derali, zomwe zimayendetsedwa kwambiri ndi Labubu ndi mchimwene wake IP Crybaby.
Kuchuluka kwa zinthu kumeneku kukufalikira kwambiri—ndipo padziko lonse lapansi. Malaysia, yomwe kale inali yocheperako pa malonda a zidole za TikTok Shop, idawona zinthu zake zisanu zapamwamba—zonse zopangidwa ndi Pop Mart—zikupeza malonda okwana 31,400 pamwezi mu June, kuwonjezeka kwa khumi poyerekeza ndi Meyi.
Kalasi Yaikulu mu Kusintha kwa Dziko Lonse: Kuchokera ku Bangkok Kupita ku Dziko Lonse
Chomwe chimapangitsa Labubu kukhala yatsopano si kapangidwe kake kokha, komanso njira yosazolowereka ya Pop Mart yolowera pamsika - njira yokonzekera ogulitsa ochokera kumayiko ena.
Thailand: Malo Osayembekezereka Otsegulira
Pop Mart poyamba inkayang'ana kwambiri malo otchuka monga Korea ndi Japan koma inatembenukira ku Thailand mu 2023. Chifukwa chiyani? Thailand inaphatikiza GDP yapamwamba pa munthu aliyense, chikhalidwe chokonda zosangalatsa, komanso kufalikira kwa intaneti kwa 80% komanso kugwiritsa ntchito bwino malo ochezera a pa Intaneti. Pamene Lisa (wa BLACKPINK) yemwe ndi katswiri wa ku Thailand adagawana mndandanda wake wa "Heartbeat Macaron" wa Labubu mu Epulo 2024, izi zinayambitsa chidwi cha dziko lonse. Kusaka pa Google kunafika pachimake, ndipo masitolo ogulitsa zinthu zakunja kwa intaneti anakhala malo osonkhanira—umboni wakuti zinthu zokopa maganizo zimakula bwino pamene anthu ammudzi ndi kugawana zimakumana.
Zotsatira za Domino: Kum'mwera chakum'mawa kwa Asia → Kumadzulo → China
Chisokonezo cha ku Thailand chinafalikira ku Malaysia, Singapore, ndi Philippines kumapeto kwa chaka cha 2024. Pofika kumayambiriro kwa chaka cha 2025, Instagram ndi TikTok zinapangitsa Labubu kukhala ndi malingaliro akumadzulo, zomwe zinakulitsidwa ndi anthu otchuka monga Rihanna ndi a Beckham. Chofunika kwambiri, mphekesera zapadziko lonse lapansizi zinabwerera ku China. Nkhani ya "Labubu akugulitsa kunja" inayambitsa FOMO mdziko muno, kusintha IP yomwe inalipo kale kukhala chinthu chofunikira kwambiri pachikhalidwe.
Sitolo ya TikTok & Malonda Amoyo: Injini Yogulitsira Pakompyuta
Mapulatifomu amalonda achikhalidwe sanangothandiza kukwera kwa Labubu - koma apangitsa kuti ikhale yowonjezereka.
Ku Philippines,Kuwonera pompopompo kwathandizira 21%-41%malonda a zinthu zapamwamba za Pop Mart, makamaka mndandanda wachitatu wa Coca-Cola collabilities.
Njira ya TikTok yasintha mavidiyo otsegula mabokosi ndi maphunziro okongoletsa (monga a ku Australia a TikToker Tilda) kukhala ochulukitsa omwe amafunidwa, kusokoneza zosangalatsa komanso kugula zinthu mopupuluma 13.
Temu adagwiritsanso ntchito chizolowezichi: zinthu zisanu ndi chimodzi mwa zinthu khumi zomwe adagwiritsa ntchito kwambiri zinali zovala za Labubu, ndipo zinthu zomwe adagula m'modzi zimagulitsidwa pafupifupi mayunitsi 20,000.
Chitsanzocho n'chomveka bwino:kupeza zinthu zocheperako + zomwe zingagawidwe + kuchepa kochepa = liwiro lophulika lodutsa malire.
Kupaka Masamba, Kusowa, ndi Mbali Yamdima ya Hype
Komabe, kufalikira kwa kachilomboka kumabweretsa kusatetezeka. Kupambana kwa Labubu kwawonetsa ming'alu yazinthu zomwe zikuchitika pamalonda opitilira malire omwe amafunidwa kwambiri:
Chisokonezo Chachiwiri cha Msika:Ofufuza zachinyengo amagwiritsa ntchito ma bot kuti asunge zinthu zomwe zatulutsidwa pa intaneti, pomwe "magulu oimira anthu omwe ali pamzere" amatseka masitolo enieni. Ziwerengero za mtundu wa Hide-and-seek, zomwe poyamba zinali $8.30, tsopano zimagulitsidwanso pamtengo woposa $70 nthawi zonse. Zinthu zomwe sizipezeka kawirikawiri zimagulitsidwa pamtengo wa $108,000 ku Beijing.
Kuukira Kwabodza:Popeza katundu weniweni anali wosowa, zinthu zogulitsidwa zomwe zinatchedwa "Lafufu" zinadzaza m'misika. Chodabwitsa n'chakuti, ena anabwerezanso ma QR code abodza a Pop Mart. Posachedwapa, masitolo aku China agwira mabokosi a Labubu obisika okwana 3,088 ndi zoseweretsa zabodza 598 zomwe zinkapita ku Kazakhstan.
Kutsutsa kwa Ogwiritsa Ntchito:Kumvetsera pagulu kukuwonetsa nkhani zosiyana: "zokongola" ndi "zosonkhanitsidwa" poyerekeza ndi "scalping," "capital," ndi "kunyoza FOMO". Pop Mart ikunena poyera kuti Labubu ndi chinthu chochuluka, osati chapamwamba - koma chisokonezo cha msika chikusonyeza zosiyana.
Buku Latsopano Lophunzitsira Anthu Kupambana M'malire
Kukwera kwa Labubu kumapereka chidziwitso chothandiza kwa osewera padziko lonse lapansi pa intaneti:
Maganizo Amagulitsidwa, Ntchito Sizigwira Ntchito:Labubu amakula bwino mwa kuonetsa mzimu wa Gen Z wa "kupandukira koma wosalakwa". Zinthu zomwe zili ndi mphamvu yamphamvu yamaganizo zimayenda patali kuposa zomwe zimagwira ntchito zokha.
Gwiritsani ntchito anthu olimbikitsa anthu am'deralo → Anthu padziko lonse lapansi:Kuvomerezedwa kwa Lisa ndi chilengedwe kunatsegula Thailand; kutchuka kwake padziko lonse lapansi kunabweretsa kumadzulo kwa Southeast Asia. Anthu okonda zinthu zazing'ono monga Quyen Leo Daily waku Vietnam adagulitsa malonda ndi 17-30% kudzera pa masewero amoyo.
Kusowa kwa Zinthu Kumafunika Kulinganiza Zinthu:Ngakhale kuti zinthu zochepa zimapangitsa kuti anthu azichulukirachulukira, kuchuluka kwa zinthu zogulitsidwa mopitirira muyeso kumawononga chinsinsi. Pop Mart tsopano ikuyenda bwino kwambiri—kuwonjezera kupanga kuti ipewe anthu okonza matabwa a matabwa komanso kusunga zinthu zosonkhanitsidwa.
Nkhani Zokhudza Kugwirizana kwa Pulatifomu:Kuphatikiza TikTok (kufufuza), Temu (malonda ambiri), ndi masitolo enieni (anthu ammudzi) kunapanga njira yodzilimbitsa yokha. Kudutsa malire sikulinso nkhani ya njira imodzi—koma ndi nkhani ya ma funnel ophatikizidwa.
Tsogolo: Kupitirira Mzere Wodabwitsa
Pamene Pop Mart ikukonzekera masitolo opitilira 130 akunja pofika chaka cha 2025, cholowa cha Labubu sichidzayesedwa m'magawo ogulitsidwa, koma m'mene idasinthira malonda apadziko lonse lapansi. Buku losewerera lomwe idayambitsa—kutsimikizira chikhalidwe chakunja → kukulitsa malo ochezera a pa Intaneti → kutchuka kwapakhomo—zikutsimikizira kuti makampani aku China amatha kugwiritsa ntchito nsanja zodutsa malire osati kungogulitsa, komanso kupanga zithunzi zapadziko lonse lapansi.
Komabe, kukhazikika kwa zinthu kumadalira kuchepetsa kuwononga zinthu ndi zinthu zabodza kudzera mu kutsimikizira koyendetsedwa ndi ukadaulo komanso kutulutsa zinthu moyenera. Ngati kuyendetsedwa mwanzeru, kumwetulira kwa Labubu kungasonyeze zambiri kuposa chidole—kungangoyimirakusintha kwotsatira kwa malonda apadziko lonse lapansi.
Kwa ogulitsa ochokera m'malire, chochitika cha Labubu chimapereka uthenga umodzi womveka bwino: Mu malonda amakono omwe akuyang'ana kwambiri chikhalidwe, kufunika kwa chikhalidwe ndiye ndalama yofunika kwambiri.
Nthawi yotumizira: Julayi-12-2025
