Mu mpinduka zikomeye mu nganda z’ibikinisho ku isi, ibikinisho byo mu Bushinwa bya Guofeng birimo guhinduka biva ku bicuruzwa byihariye bivamo ibicuruzwa byo mu mahanga binini, bikurura abantu mpuzamahanga bitewe n’uruvange rwabyo rudasanzwe rw’umurage gakondo n’imiterere igezweho.
Isoko ry’ibikinisho ku isi ririmo kugaragara mu buryo butangaje: Ibikinisho bya Guofeng byo mu Bushinwa, bihuza ibintu gakondo by’umuco n’ubwiza bwa none, birimo gukundwa cyane mu mahanga. Iyi gahunda igaragaza impinduka kuva ku "kohereza ibicuruzwa hanze" gusa kugera ku by’ukuri."byohereza mu mahanga umuco,"aho ibikinisho bikora nk'ikiraro cyo guhanahana umuco.
Amasosiyete akomeye nka Pop Mart, 52TOYS, na HEYONE ari ku isonga, agaragaza ko inyungu iri mu buryo bugezweho"ubuhinduzi bushingiye ku muco"ingamba zihuza abaguzi bo ku isi yose.
01 Inkingi eshatu z'Ubusabe bwa Guofeng ku Isi
Intsinzi y'ibikinisho bya Guofeng ku rwego mpuzamahanga ishingiye ku ngamba eshatu z'ingenzi, zihindura umuco wa kera w'Abashinwa ukaba ibicuruzwa bikunzwe ku isi yose.
Ubwa mbere, gucukura mu buryo bwimbitse umuco hamwe n'igishushanyo mbonera kigezweho.Ibirango birimo kurenga ibimenyetso bidasanzwe nka dragons cyangwa pandas. Ahubwo, birimo kwibanda ku murage w’umuco ukomeye, biwusobanura bundi bushya ku rubyiruko rw’isi y’iki gihe.
Urugero, Pop Mart yabonye inyungu yayo mu mahanga igira uruhare rurenga 40% by'inyungu zayo zose, amasoko yo mu Burayi na Amerika yiyongeraho arenga 200% mu gihe cy'imyaka itatu yikurikiranya. Ubufatanye bwayo n'Ingoro Ndangamurage y'Inzu Ndangamurage y'Ingoro y'Umurage w'Uruzi n'Imisozi bwahinduye neza ibishushanyo mbonera bya kera biba ibintu bigezweho byo gukusanya.
Mu buryo nk'ubwo, umukinnyi wa "Tang Niu", wahumetswe n'igishushanyo cy'ingoma ya Tang cyo mu Ngoro Ndangamurage y'amateka ya Shaanxi, yabaye ikimenyetso cy'umuco muri Xi'an, agaragara ku makarita y'ubwikorezi rusange n'ibikoresho bya buri munsi.
Icya kabiri, uburyo bushya bwo kwigisha abantu gukoresha ikoranabuhanga rya IP n'ubufatanye bwambukiranya imipaka.Inganda zavuye mu nganda zoroshye zijya mu buhinzi bwa IP busanzwe. Ibi bikinisho ntibikiri ibikinisho gusa; ni"imodoka zifite agaciro k'amarangamutima n'udushya mu muco."
Ibigo birimo gukora inkuru zikungahaye ku bumenyi bwabo bwite. Urugero, umukinnyi wa HEYONE witwa "MIMI," wagaragaye mu ruhererekane rw'amasanduku y'amashusho yihariye ya Aziya y'Amajyepfo y'Uburasirazuba, agaragaza ubwiza bwa kera bw'Iburasirazuba, bigatuma ibintu by'umuco bikusanywa kandi bikaba byashoboka. Ubufatanye hagati y'ibigo by'amashusho n'inzu ndangamurage cyangwa ndetse n'ibikorwa bya siporo, burushaho kongera imbaraga za IP no kugera ku bantu.
Icya gatatu, kwamamaza hakoreshejwe ikoranabuhanga rya "glocalized" no kwibanda ku muco.Igitekerezo cy'ingenzi gituma habaho intsinzi ni uko kohereza mu mahanga umuco atari ukurebatgushimangira umuco w'Abashinwa. Ni ibijyanyeguhuza no gushaka aho bahurira.
Uburyo bwa Pop Mart bugaragaza ubu buryo bwa "global framework + local plugins". Ibi bishobora gusaba gukorana n'abashushanya bo muri Singapuru kugira ngo bakore ibitabo by'umuco wa Peranakan cyangwa gushyiramo ibintu bya Shakespeare mu iduka ryayo rikomeye ryo mu mujyi wa Londres. Iyi ngamba ifasha abantu kumva neza ibyo bareba mu gace batuyemo, ariko igakomeza kuba iy'ingenzi ya IP.
02 Kuva ku bicuruzwa ujya ku muco: Ingamba ya "Go Global" iri mu bikorwa
Impinduka kuva mu masanduku yo kohereza ibicuruzwa kugera ku muco wo gusangira ni inzira yiganjemo ishingiye ku kwinjira mu isoko mu buryo bw’ingamba n’uburambe budasanzwe.
Ibigo by'Abashinwa birimo kwagura ibikorwa byabyo ku isi binyuze muishoramari ritaziguye mu bucuruzi bwo mu mahanga n'ibikorwa byo kwamamaza bifite ingaruka zikomeye.
Pop Mart yafunguye amaduka 571 ku isi hose mu bihugu 18, harimo n'ahantu ho mu Bwongereza na Indoneziya. HEYONE yahisemo isoko rizwi cyane rya ICONSIAM muri Bangkok mu birori binini bya buri kwezi muri Nzeri 2025, bituma habaho ikintu cyagurishije ibicuruzwa byinshi kandi cyiganjemo imbuga nkoranyambaga zo mu gace.
Ibi birori bitunguranye bigira akamaro cyane. Ntabwo ari ahantu ho kugurisha gusa ahubwo ni ahantu ho gucuruzaubunararibonye butangaje mu mucobifasha abaguzi bo mu mahanga kuganira n'isi y'ikirango, bigateza imbere umubano wimbitse w'amarangamutima.
Byongeye kandi, amasosiyete arimo gukoresha imbaraga za platforms za digitale. Ibigo nka Dongguan Fuzhiyu Toy bikoresha TikTok na Instagram kugira ngo bubaka IPs zabo nk'uko"Ibimenyetso by'umuco by'ikinyejana cya Z,"gukorana mu buryo butaziguye n'urubyiruko rw'isi yose.
Bamwe, nka Fuzhiyu, ndetse bafatanya n’abanyeshuri biga ibijyanye n’ubugeni mu mahanga mu mishinga yo guhanga, bagahindura abakiri bato mpuzamahanga abahagarariye ikirango no kwemeza ko ibicuruzwa byabo bifite aho bihuriye n’umuco kuva mu ntangiriro.
Ahazaza h'igikinisho cya Guofeng hashingiye ku guhuza umuco no guhanga udushya mu ikoranabuhanga. Uko ibirango bikomeza kunoza ingamba zabyo, hazibandwa ku guhanga ubunararibonye burushijeho kuba bwiza, bushobora kuzakoreshwaAR na VRkugira ngo abaguzi bo ku isi bashobore kuvugana n'inkuru z'umuco inyuma y'ibikinisho. Iri terambere rikomeje risezeranya gukomeza umwanya w'ibikinisho by'umuco by'Abashinwa ku rwego rw'isi.
Igihe cyo kohereza: 27 Nzeri 2025
