Izamuka ry'"ikiyoka" cy'amenyo kitwa Labubu cyahinduye amategeko agenga ubucuruzi bwambukiranya imipaka
Mu kwerekana imbaraga zidasanzwe zo kohereza ibicuruzwa mu mahanga mu buryo bw'umuco, ikiremwa cy'umunyagitugu w'Umushinwa Kasing Lung, gifite amenyo menshi kandi gifite amenyo, cyateje urujijo ku isi y'abaguzi—ndetse cyahinduye ingamba z'ubucuruzi bwa elegitoroniki mu nzira. Labubu, ikigo gikomeye cy'ikoranabuhanga kiyobowe n'ikipe y'ibikinisho by'Abashinwa Pop Mart, ntabwo kikiri igishushanyo cya vinyl gusa; ni umusemburo wa miliyari y'amadolari uhindura uburyo ibicuruzwa bigurishwa ku rwego mpuzamahanga.
Ibipimo by'Izamuka Rikabije Bigaragaza Ishobora Gushoboka ku Isoko
Iyi mibare ivuga inkuru itangaje y’intsinzi yambukiranya imipaka. Ibicuruzwa bya Pop Mart kuri TikTok Shop muri Amerika byazamutse cyane biva ku madolari 429.000 muri Gicurasi 2024 bigera kuri miliyoni 5.5 z’amadolari muri Kamena 2025—izamuka rya 1.828% ugereranyije n’umwaka ushize. Muri rusange, ibyagurishijwe muri 2025 kuri uru rubuga byageze kuri miliyoni 21.3 z’amadolari hagati mu mwaka, bikaba byari bimaze kwikuba kane ibyagurishijwe muri Amerika mu 2024.
Ibi ntibigarukira muri Amerika gusa. Muri Ositaraliya, "Labubu Fashion Wave" ituma abakiriya bagura cyane imyenda mito n'imitako ku mibare yabo ifite uburebure bwa cm 17, bigatuma imikino iba nk'ikintu cyo kwisiga ku mbuga nkoranyambaga. 1. Muri icyo gihe, TikTok Shop yo muri Aziya y'Amajyepfo y'Uburasirazuba yabonye Pop Mart ari yo ya mbere ku rutonde rw'ibicuruzwa byagurishijwe cyane muri June, yimurira ibikoresho 62.400 mu bicuruzwa bitanu gusa muri ako karere, biyobowe cyane na Labubu na mugenzi we IP Crybaby.
Iri terambere rirakwirakwira cyane—kandi ku isi hose. Maleziya, mbere yari isanzwe iri inyuma mu kugurisha ibikinisho bya TikTok Shop, yabonye ibicuruzwa bitanu bya mbere—byose ari ibikoresho bya Pop Mart—byagurishijwe cyane buri kwezi by’ibikoresho 31.400 muri Kamena, byikubye inshuro icumi ugereranije na Gicurasi.
Isomo ry'Ubumenyingiro mu Guhindura Isi: Kuva i Bangkok kugera ku Isi
Igituma Labubu iba iy’impinduka si imiterere yayo gusa, ahubwo ni ingamba zidasanzwe za Pop Mart zo kwinjira ku isoko mu mahanga—igishushanyo mbonera cy’abacuruzi bambuka imipaka.
Tayilande: Urubuga rudashoboka rwo gushyira ahagaragara
Pop Mart yabanje kwibanda ku masosiyete agezweho nka Koreya n'Ubuyapani ariko ijya muri Tayilande mu 2023. Kuki? Tayilande yahuje GDP iri hejuru kuri buri muturage, umuco ushingiye ku kwidagadura, n'uburyo abantu binjira kuri interineti ku kigero cya 80% hamwe n'uburyo bworoshye bwo gukoresha imbuga nkoranyambaga. Ubwo icyamamare cyo muri Tayilande Lisa (wo muri BLACKPINK) yatangazaga urukurikirane rwe rwa Labubu "Heartbeat Macaron" muri Mata 2024, byateje ubwinshi bw'abantu mu gihugu. Ubushakashatsi kuri Google bwageze ku rwego rwo hejuru, maze amaduka atari kuri interineti ahinduka ahantu henshi hagaragara - ikimenyetso cy'uko ibicuruzwa by'amarangamutima bikura neza aho umuryango n'ibiganiro bihurira.
Ingaruka za Domino: Aziya y'Amajyepfo y'Uburasirazuba → Iburengerazuba → Ubushinwa
Urusaku rwo muri Tayilande rwageze muri Maleziya, Singapuru na Filipine mu mpera za 2024. Mu ntangiriro za 2025, Instagram na TikTok byashyize Labubu mu bitekerezo by'Abanyaburayi, byongerewe imbaraga n'ibyamamare nka Rihanna na Beckhams. Icy'ingenzi ni uko uru rusaku mpuzamahanga rwagarutse mu Bushinwa. Amakuru y'uko "Labubu igurishwa mu mahanga" yateje FOMO mu gihugu, ahindura IP yari isanzwe ari ikintu cy'ingenzi mu muco.
Iduka rya TikTok n'Ubucuruzi Buzima: Moteri yo Kugurisha Ibiyobyabwenge
Imbuga nkoranyambaga z’ubucuruzi ntizorohereje Labubu gusa kuzamuka—zayihutishije ijya mu buryo budasanzwe.
Muri Filipine,Uburyo bwo kureba amashusho bwagize uruhare rungana na 21%-41%ku bicuruzwa bikomeye bya Pop Mart, cyane cyane urukurikirane rwa 3 rw'imikoranire ya Coca-Cola.
Uburyo TikTok yakoreshaga bwahinduye videwo zo gukuraho amashusho n'inyigisho zo gutunganya amashusho (nk'iya Tilda wo muri Ositaraliya) mo uburyo bwo gukuba amafaranga menshi, bigatuma imyidagaduro idakora neza ndetse no kugura ibintu 13.
Temu yanakoresheje ibyo bihangano: esheshatu mu bikoresho byayo icumi bya mbere byari imyenda ya Labubu, aho ibicuruzwa bimwe byagurishwaga hafi 20.000.
Icyitegererezo kirasobanutse neza:kuvumbura ibintu bito + ibikubiye mu buryo bushobora gusangirwa + kugabanuka guke = umuvuduko ukabije wambukiranya imipaka.
Gutera amenyo, Ubuke, n'uruhande rwijimye rwa Hype
Nyamara virusi itera intege nke. Intsinzi ya Labubu yagaragaje icyuho mu bucuruzi bw’ibihugu bikorerwa ku mipaka busaba cyane:
Akajagari k'Isoko rya Kabiri:Abakora scalpers bakoresha robots kugira ngo babike ibicuruzwa byabo kuri interineti, mu gihe "udutsiko tw'abashinzwe gushakisha" dukingira amaduka asanzwe. Imibare yo kwihisha no gushaka, mbere yari $8.30, ubu yongera kugurishwa ku madolari arenga 70 buri gihe. Ibikoresho bidakunze kugurishwa byaguzwe $108.000 muri cyamunara yabereye i Beijing
Ubugizi bwa nabi bw'amahimbano:Kubera ko ububiko bw’imigabane bwabuze, ibicuruzwa byiswe "Lafufu" byuzuye amasoko. Igiteye impungenge ni uko bamwe banakoresheje kode za QR z’impimbano za Pop Mart zirwanya ikoranabuhanga. Gasutamo y’Abashinwa iherutse gufata udusanduku 3.088 tw’impimbano twa Labubu n’ibikinisho 598 by’impimbano byari byerekeza muri Kazakisitani.
Isubira inyuma ry'abaguzi:Gutega amatwi abantu mu mibanire bigaragaza ibiganiro bishya: "biryoshye" kandi "bishobora gukusanywa" ugereranije no "kubaka," "imari shingiro," na "gukoresha FOMO". Pop Mart ishimangira ku mugaragaro ko Labubu ari ibicuruzwa byinshi, atari ibintu by'akataraboneka - ariko ubwinshi bw'ibitekerezo by'isoko bugaragaza ibinyuranye.
Igitabo Gishya cy'Imikino yo Kugera ku Ntambwe zambukiranya Imipaka
Kuzamuka kwa Labubu gutanga ibitekerezo bifatika ku bakora ubucuruzi bwa elegitoroniki ku isi:
Amarangamutima aragurishwa, serivisi ntizikoreshwa:Labubu arushaho kugira imbaraga mu kugaragaza umwuka wa Gen Z wo "kwigomeka ariko utagira inenge". Ibikoresho bifite amarangamutima akomeye binyura kure cyane kuruta ibyo mu buryo bufatika gusa.
Koresha abantu bakomeye bo mu gace utuyemo → Abareba Isi yose:Gushyigikira Lisa mu buryo bw’umwimerere byafunguye Tayilande; icyamamare cye ku isi cyaje kuzana Aziya y’Amajyepfo y’Uburasirazuba mu Burengerazuba. Abantu bafite uruhare runini mu gutuma abantu bagurisha filime zabo nka Quyen Leo Daily yo muri Vietnam, bagurishije filime zabo ku kigero cya 17-30% binyuze mu buryo bwa Livestream.
Ubuke bukeneye uburinganire:Nubwo ibicuruzwa bike bigabanya ubwinshi bw'ibikomoka kuri peteroli, gutanga ibicuruzwa byinshi byica amayobera. Pop Mart ubu ikora akazi gakomeye—ikongera umusaruro kugira ngo ikumire abakora lisansi mu gihe ikomeza gukusanya ibicuruzwa.
Guhuza urubuga ni ingenzi:Guhuza TikTok (kuvumbura), Temu (kugurisha abantu benshi), n'amaduka afatika (abaturage) byaremye ibidukikije byiyubaka. Kwambuka imipaka ntabwo bikiri ibijyanye n'imiyoboro imwe gusa—ni ibijyanye n'imiyoboro ihuriweho.
Ahazaza: Hirya y'Uruhererekane rw'Ibitekerezo
Mu gihe Pop Mart iteganya amaduka arenga 130 yo mu mahanga mu 2025, umurage wa Labubu ntuzapimirwa mu maguriro yagurishijwe, ahubwo uzapimirwa mu buryo yahinduye ubucuruzi bw’isi. Igitabo cy’imikino yatangije—kwemeza umuco mu mahanga → kongera imbuga nkoranyambaga → icyubahiro mu gihugu—bigaragaza ko ibirango by’Abashinwa bishobora gukoresha urubuga rwambukiranya imipaka atari ukugurisha gusa, ahubwo no kubaka ishusho rusange y’ibicuruzwa.
Nyamara gukomeza kubaho bishingiye ku kugabanya ikoreshwa ry’ibicuruzwa by’impimbano n’ibicuruzwa by’impimbano binyuze mu kugenzura hakoreshejwe ikoranabuhanga no kubisohora mu buryo buringaniye. Iyo bicunzwe neza, inseko ya Labubu ishobora kuba igereranya ibirenze igikinisho gusa—ishobora kuba ihagarariye gusaiterambere rikurikira ry'ubucuruzi mpuzamahanga.
Ku bagurisha ibicuruzwa byambukiranya imipaka, Labubu itanga ubutumwa busobanutse neza: Mu bucuruzi bw’iki gihe bushyira imbere imibereho myiza y’abaturage, akamaro k’umuco ni ifaranga rikomeye.
Igihe cyo kohereza: Nyakanga-12-2025
