Kumuka kwe "goblin" ine mazino akakora inonzi Labubu kwanyora patsva mitemo yekutengeserana kwepamiganhu
Mukuratidzira kunoshamisa kwesimba rekutengesa zvinhu kunze kwenyika, chisikwa chine hunyanzvi, chine miromo kubva munyika yekufungidzira yemugadziri wekuChina Kasing Lung chakatanga kushingaira kwevatengi pasi rose—uye chakachinja nzira dzekutengeserana paindaneti dziri munzira. Labubu, kambani huru yeIP iri pasi pekambani huru yematoyi ekuChina yePop Mart, haisisiri vinyl chete; ibhizinesi remadhora mabhiriyoni rinochinja matengeserwo anoitwa mabrandi pasi rese.
Zviyero Zvinokura Zvikuru Zvinotsanangura Patsva Mukana Wemusika
Nhamba idzi dzinoratidza nyaya inoshamisa yekubudirira kwevanhu munyika dzakasiyana. Kutengeswa kwePop Mart paTikTok Shop muUS kwakakwira kubva pamadhora zviuru mazana mana nemakumi maviri nemapfumbamwe muna Chivabvu 2024 kusvika pamadhora zviuru zvishanu nemazana mashanu panosvika Chikumi 2025—kuwedzera kwegore negore kwe1,828%. Pamwe chete, kutengeswa kwayo muna 2025 kwakasvika mamiriyoni makumi maviri nerimwe nemazana matatu emadhora pakati pegore, kwatowedzera kana kuita kwayo kwese muna 2024 muUS.
Izvi hazvingogumiri kuAmerica chete. MuAustralia, "Labubu Fashion Wave" inoita kuti vatengi vatenge zvipfeko zvidiki nezvishongedzo zvemafashoni avo akareba 17cm, zvichiita kuti mutambo uve chinhu chinokwezva vanhu pasocial media. Panguva imwe chete, TikTok Shop yeSoutheast Asia yakaona Pop Mart ichitonga runyorwa rwezvitoro zvinotengeswa zvakanyanya munaJune, ichifambisa mayunitsi 62,400 muzvigadzirwa zvishanu chete munharaunda iyi, zvichitungamirwa zvakanyanya neLabubu nemunin'ina wake IP Crybaby.
Kubudirira uku kuri kupararira—uye pasi rose. Malaysia, iyo yaimbova yanonoka mukutengesa matoyi eTikTok Shop, yakaona zvigadzirwa zvayo zvishanu zvepamusoro—zvese zviri muPop Mart—zvichisvika pakutengeswa kwakapetwa kaviri pamwedzi kwemayuniti 31,400 muna Chikumi, kuwedzera kwakapetwa kagumi kubva muna Chivabvu.
Kirasi yeMasters muReverse Globalization: Kubva kuBangkok kuenda kuNyika
Chinoita kuti Labubu ive itsva haisi dhizaini yayo chete, asi nzira isina kujairika yekupinda mumusika yePop Mart ye "kutanga-kutanga" - purani yevatengesi vepanyika.
Thailand: Nzvimbo Isingatarisirwi Yokuvhura
Pakutanga Pop Mart yakanangana nenzvimbo dzinofarirwa nevanhu dzakadai seKorea neJapan asi yakatendeukira kuThailand muna 2023. Sei? Thailand yakabatanidza GDP yakakwira pamunhu, tsika yekuzorora, uye kupinda kweinternet ne80% zvichikwira pamwe nekushandisa nzira dzakasiyana dzesocial media. Nyeredzi yeThailand Lisa (weBLACKPINK) paakangoerekana agovera nhevedzano yake yeLabubu "Heartbeat Macaron" muna Kubvumbi 2024, zvakakonzera kushushikana kwenyika. Kutsvaga paGoogle kwakawedzera, uye zvitoro zvisina pamhepo zvakava nzvimbo dzinoungana—humbowo hwekuti zvigadzirwa zvemanzwiro zvinobudirira apo nharaunda nekugovana zvinosangana.
Mhedzisiro yeDomino: Kumaodzanyemba kwakadziva kumabvazuva kweAsia → Kumadokero → China
Kusagadzikana kweThailand kwakapararira muMalaysia, Singapore, nePhilippines pakupera kwa2024. Pakutanga kwa2025, Instagram neTikTok zvakasimudzira Labubu mukuziva kwekumadokero, zvichiwedzerwa nevanhu vane mukurumbira vakaita saRihanna naBeckhams. Chinonyanya kukosha ndechekuti, kutaura uku kwepasi rose kwakadzoka kuChina. Nhau dze "Labubu dzinotengesa kunze kwenyika" dzakatanga FOMO munyika, dzichishandura IP yaimbova chinhu chakakosha kuita chinhu chetsika chinofanira kuva nacho.
TikTok Shop & Live Commerce: Injini Yekutengesa Kwehutachiona
Mapuratifomu ekutengeserana kwevanhu haana kungoita kuti Labubu ibudirire chete—asi akaikurumidzisa kuita kuti ive hyperdrive.
MuPhilippines,Kutepfenyura mhenyu kwakabatsira 21%-41%kutengeswa kwezvinhu zvepamusoro zvePop Mart, kunyanya Coca-Cola collabilitation series 3.
Maitiro eTikTok akachinja mavhidhiyo ekubvisa mabhokisi uye zvidzidzo zvekugadzira (sekuAustralian TikToker Tilda's) kuita zvinhu zvinowedzeredza kudiwa, zvichikanganisa varaidzo uye kutenga zvinhu zvisina kurongeka 13.
Temu akashandisawo chishuwo ichi: zvitanhatu zvezvishongedzo zvemadhori gumi zvakanakisa zvaive zvipfeko zveLabubu, zvinhu zvega zvega zvichitengesa mayunitsi anoda kusvika zviuru makumi maviri.
Muenzaniso wacho wakajeka:kuwanikwa kwekusawirirana kwakaderera + zvirimo zvinogona kugoverwa + kuderera kushoma = kumhanya kunoputika kwemuganhu.
Kugadzira Scalping, Kushomeka, uye Rutivi Rwerima rweHype
Asi kupararira kwehutachiona kunokonzera kushaya simba. Kubudirira kwaLabubu kwakaratidza zvikanganiso mukutengeserana kwakawanda kwemakambani anotengesa zvinhu zvakasiyana-siyana:
Mhirizhonga Yemusika Wechipiri:Vanoita zvekuchera mifananidzo vanoshandisa marobhoti kuchengetedza zvinhu zvakaburitswa paindaneti, ukuwo "mapoka evanoita zvekutsvaga mifananidzo" achivharira zvitoro zvemagetsi. Nhamba dzemagazini dzekuvigana, dzaive dzemadhora $8.30, dzava kutengeswazve nemadhora anodarika $70 nguva nenguva. Zvinhu zvisingawanzo kuwanikwa zvakawana $108,000 pamisika yekuBeijing.
Kuuraya Kwenhema:Zvichitevera kushomeka kwezviwanikwa zvechokwadi, zvinhu zvakatengeswa zvakanzi "Lafufu" zvakazadza misika. Zvinosuwisa kuti vamwe vakatodzokorora maQR code ePop Mart anopesana nenhema. Vanhu vekuChina vakatora mabhokisi eLabubu enhema 3,088 nematoyi enhema 598 achienda kuKazakhstan.
Kutsoropodzwa kweVatengi:Kuteerera kwevanhu pasocial media kunoratidza hurukuro dzakasiyana: "dzakanaka" uye "dzinounganidzwa" zvichienzaniswa ne "scalping," "capital," uye "FOMO exploitation". Pop Mart inosimbisa pachena kuti Labubu chigadzirwa chikuru, kwete cheumbozha - asi kufungidzira kuri kuitika pamusika kunoratidza zvakasiyana.
Bhuku Idzva reKutamba Kwekubudirira Kwevanhu Vasina Kusvika Pamuganhu
Kukwira kwaLabubu kunopa ruzivo rwakakosha kune vatambi vepasi rose ve e-commerce:
Manzwiro Anotengesa, Zvishandiso Hazviiti:Labubu anobudirira nekuratidza mweya weGen Z wekuti "kupandukira asi usina mhosva". Zvigadzirwa zvine simba remanzwiro zvinofamba kure kupfuura zvinongoshanda chete.
Shandisa Vanhu Vane Simba Munharaunda → Vateereri Vepasi Rose:Kutsigirwa kwaLisa nehunyanzvi hwake kwakavhura Thailand; mukurumbira wake pasi rose wakazobatanidza Southeast Asia nekumadokero. Vanhu vane simba guru vakaita seQuyen Leo Daily wekuVietnam vakatengesa 17-30% kuburikidza nekutepfenyura mhenyu.
Kushaikwa Kwezvinhu Kunoda Kuenzana:Kunyange zvazvo kutengeswa kwezvinhu zvishoma kuchikonzera kukwira kwemitengo, kuwanda kwezvinhu kunouraya kusava nechokwadi. Pop Mart yava kushanda nesimba—ichiwedzera kugadzirwa kwezvigadzirwa kudzivirira vanogadzira simbi uku ichichengetedza kugona kuunganidzwa.
Kubatana kwePuratifomu Kunokosha:Kusanganisa TikTok (kuwanikwa), Temu (kutengeswa kwevanhu vakawanda), uye zvitoro zvepanyama (nharaunda) zvakagadzira ecosystem inosimbisa hupenyu. Kuyambuka miganhu hakusi kwechiteshi chimwe chete zvakare—kwava nezvemafunnel akabatanidzwa.
Ramangwana: Kupfuura Kutenderera Kwepfungwa
Sezvo Pop Mart iri kuronga zvitoro zvinopfuura zana nemakumi matatu kubva kunze kwenyika panosvika gore ra2025, nhaka yaLabubu ichayerwa kwete muzvitoro zvakatengeswa, asi mukuchinja kwayakaita kutengeserana kwenyika. Bhuku remitambo rayo—kusimbiswa kwetsika dzekunze kwenyika → kuwedzera social media → mukurumbira wemuno—zvinoratidza kuti mabrandi ekuChina anogona kushandisa mapuratifomu akasiyana-siyana kwete kungotengesa chete, asi kuvaka mifananidzo yepasi rose.
Asi kugara kwenguva refu kunoenderana nekuderedza kutengeswa kwezvinhu zvisiri pamutemo uye zvenhema kuburikidza nekuongorora zvinhu nehunyanzvi uye kuburitswa kwakaringana. Kana zvikashandiswa nekuchenjera, kunyemwerera kwaLabubu kunogona kureva zvinopfuura chitoyi chete—kungangomiririra cheteshanduko inotevera yekutengesa kwepasi rose.
Kune vatengesi vepanyika dzakasiyana-siyana, chiitiko cheLabubu chinopa meseji yakajeka: Mukutengeserana kwanhasi kuri kutanga magariro evanhu, kukosha kwetsika ndiyo mari yepamusoro.
Nguva yekutumira: Chikunguru-12-2025
