Ukunyuka kwe "goblin" eneentloko eziqinileyo egama linguLabubu kuphinde kwabhala imithetho yorhwebo olunqumla imida
Kwimbonakaliso emangalisayo yamandla okuthumela kwamanye amazwe amasiko, isidalwa esinobuqhophololo, esinomqolo esivela kwihlabathi leengcinga zomyili waseTshayina uKasing Lung sivuselele isiphithiphithi sabathengi behlabathi—kwaye satshintsha amaqhinga orhwebo lwe-e-commerce oluwela imida endleleni. ILabubu, i-IP ephambili phantsi kwenkampani enkulu yamathoyizi yaseTshayina iPop Mart, ayisengomfanekiso we-vinyl kuphela; sisidalwa esixabisa ibhiliyoni zeerandi esiguqula indlela iimveliso ezithengiswa ngayo kwihlabathi liphela.
IiMetriki zoKhulo oluQhushulayo zichaza ngokutsha amandla eMarike
Amanani achaza ibali elimangalisayo lempumelelo engaphaya kwemida. Intengiso yePop Mart kwiTikTok Shop e-US inyuke kakhulu ukusuka kwi-$429,000 ngoMeyi 2024 ukuya kwi-$5.5 yezigidi ngoJuni 2025—ukunyuka kwe-1,828% unyaka nonyaka. Ngokudibeneyo, intengiso yayo ka-2025 eqongeni ifikelele kwi-$21.3 yezigidi phakathi konyaka, sele iphindaphinde kane ukusebenza kwayo konke kwango-2024 e-US.
Oku akupheleli eMelika kuphela. E-Australia, i-"Labubu Fashion Wave" inabathengi abathenga kakhulu iimpahla ezincinci kunye nezixhobo zemifanekiso yabo ende eyi-17cm, nto leyo eguqula umdlalo ube yinto yokuhombisa imidiya yoluntu. Kwangaxeshanye, indawo yeTikTok Shop yaseMzantsi-mpuma Asia ibone iPop Mart ilawula uluhlu lweevenkile ezithengiswa kakhulu zikaJuni, ihambisa iiyunithi ezingama-62,400 kwiimveliso ezintlanu kuphela kulo mmandla, eziqhutywa kakhulu yiLabubu kunye nomntakwabo IP Crybaby.
Le nkqubela isasazeke kakhulu—kwaye ikwihlabathi liphela. IMalaysia, eyayikade ingekho semgangathweni ekuthengisweni kweethoyi zeTikTok Shop, ibone iimveliso zayo ezintlanu eziphambili—zonke ziyiPop Mart—ifikelele kwintengiso yenyanga eyirekhodi yeeyunithi ezingama-31,400 ngoJuni, ukwanda okuphindwe kalishumi ukusuka ngoMeyi.
Iklasi yobuGcisa kwiReverse Globalisation: Ukusuka eBangkok ukuya kwiHlabathi
Okwenza iLabubu ibe yinguqu ayikokuyilwa kwayo kuphela, kodwa yindlela engaqhelekanga yokungena kwimarike yePop Mart "phesheya"—uyilo lwabathengisi abanqumla imida.
IThailand: Indawo yokuqalisa engalindelekanga
I-Pop Mart ekuqaleni yayijolise kwiindawo ezithandwayo ezifana neKorea neJapan kodwa yajika yaya eThailand ngo-2023. Kutheni? I-Thailand idibanise i-GDP ephezulu ngomntu ngamnye, inkcubeko egxile ekuzilibaziseni, kunye nokungena kwi-intanethi okungaphezulu kwama-80% kunye nokuguquguquka okukhulu kwimidiya yoluntu. Xa iinkwenkwezi zaseThailand uLisa (we-BLACKPINK) wabelana ngothotho lwakhe lweLabubu "Heartbeat Macaron" ngo-Epreli 2024, yabangela umdla wesizwe. Ukukhangela kuGoogle kwafikelela kwinqanaba eliphezulu, kwaye iivenkile ezingaxhunyiwe kwi-intanethi zaba ziindawo eziqokelelana—ubungqina bokuba iimveliso ezinomdla ziyachuma apho uluntu nokwabelana kudibana khona.
Isiphumo seDomino: eMzantsi-mpuma Asia → eNtshona → eTshayina
Ingxolo yaseThailand yasasazeka eMalaysia, eSingapore, nasePhilippines ngasekupheleni kuka-2024. Ekuqaleni kuka-2025, i-Instagram kunye neTikTok zamkhuthaza uLabubu ukuba aqonde izinto zaseNtshona, zandiswa ngabantu abadumileyo abafana noRihanna kunye noBeckhams. Okubaluleke kakhulu, le ngxolo yehlabathi yabuyela eTshayina. Iindaba "zokuthengisa kukaLabubu kwamanye amazwe" zavuselela i-FOMO kwilizwe lasekhaya, zaguqula i-IP eyayikhe yaba yinto ebalulekileyo yenkcubeko.
Ivenkile yeTikTok kunye noRhwebo oluPhilayo: Injini yoThengiso oluViral
Amaqonga orhwebo lwezentlalo awazange nje ancede ukukhula kweLabubu—ayikhawulezise yaya kwi-hyperdrive.
KwiPhilippines,ukusasazwa bukhoma kube negalelo kwi-21%-41%yentengiso yeemveliso eziphambili zePop Mart, ingakumbi uthotho lwentsebenziswano lweCoca-Cola 3.
I-algorithm kaTikTok iguqule iividiyo zokuvula iibhokisi kunye neemfundiso zokuhombisa (ezifana ne-Australian TikToker Tilda's) zaba zizinto zokuphindaphinda ezifunekayo, zifiphalisa ulonwabo kunye nokuthenga ngokungxama i-13.
UTemu naye wayesebenzisa olu thando: izinto zakhe ezintandathu kwezilishumi eziphambili yayiziimpahla zikaLabubu, apho izinto zakhe zithengiswa phantse iiyunithi ezingama-20,000.
Imodeli icacile:ukufunyanwa kokungqubana okuphantsi + umxholo onokubiwa + ukuhla okulinganiselweyo = isantya esiqhumayo esiwela umda.
Ukusika Isikhumba, Ukunqongophala, kunye necala elimnyama leHype
Sekunjalo, ukusasazeka kwentsholongwane kuzala ubuthathaka. Impumelelo kaLabubu ityhile iintanda ezicwangcisiweyo kurhwebo olufunwa kakhulu phakathi kwemida:
Ingxolo yeMarike yesibini:Abachwephesha be-Scalpers basebenzisa ii-bots ukugcina izinto ezikhutshwe kwi-intanethi, ngelixa "amaqela abambe umqolo" evala iivenkile ezibonakalayo. Amanani ohlelo lokuzifihla, ekuqaleni ayeyi-$8.30, ngoku athengiswa kwakhona ngaphezulu kwe-$70 rhoqo. Izinto ezinqabileyo zifumene i-$108,000 kwiifandesi zaseBeijing
Ukuhlaselwa Kwamanga:Ngenxa yokungabikho kwempahla yokwenyani, iivenkile ezibizwa ngokuba yi "Lafufu" zagcwala iimarike. Okumangalisayo kukuba, ezinye zide zaphinda iikhowudi ze-QR ezichasene neenkohliso zePop Mart. Amasiko aseTshayina asandula ukubamba iibhokisi ezingama-3,088 zeLabubu ezingabonakaliyo kunye neethoyi ezingama-598 ezingezizo eziya eKazakhstan.
Impendulo yabathengi:Ukumamela uluntu kubonisa intetho ephikisanayo: “intle” kwaye “iqokelelwa” xa kuthelekiswa “nokusika,” “imali,” kunye “nokuxhaphaza i-FOMO”. I-Pop Mart igxininisa esidlangalaleni ukuba iLabubu yimveliso enkulu, ayiyonto yokunethezeka—kodwa ukurhanela kwemarike kubonisa okwahlukileyo.
Incwadi Entsha Yokudlala Yempumelelo Enqamlezileyo
Ukunyuka kukaLabubu kunika ulwazi olusebenzayo kubadlali be-e-commerce behlabathi:
Iimvakalelo Ziyathengiswa, Inzuzo Ayikwenzi:ULabubu uphumelela ngokubonakalisa umoya "wokuvukela kodwa ongenatyala" weGen Z. Iimveliso ezineemvakalelo ezinamandla zihamba zide kunezo zisebenzayo kuphela.
Sebenzisa abantu abaphembelela abantu basekuhlaleni → Abaphulaphuli behlabathi:Ukuxhaswa kukaLisa ngendlela yendalo kwavula iThailand; udumo lwakhe kwihlabathi liphela lwaza lwakhokelela eNtshona-mpuma yeAsia. Abantu abanefuthe elincinci njengeQuyen Leo Daily yaseVietnam baqhube intengiso ye-17-30% ngokusasazwa bukhoma.
Ukungabikho kwemisebenzi kufuna ukulinganisela:Nangona iinguqulelo ezimbalwa zibangela ukuba kubekho impembelelo embi, ukuthengiswa kakhulu kubulala imfihlakalo. I-Pop Mart ngoku isebenza nzima—ikhulisa imveliso ukuze ithintele abaqhoboshi beentsimbi ngelixa igcina ukuqokelelwa kwezinto.
Imicimbi yeNdibaniselwano yeQonga:Ukudibanisa iTikTok (ukufumanisa), iTemu (ukuthengiswa ngobuninzi), kunye neevenkile ezibonakalayo (uluntu) kwenze inkqubo yokuziqinisa. Ukuwela imida akusekho malunga neetshaneli ezizimeleyo—kumalunga neefunnel ezidibeneyo.
Ikamva: Ngaphaya koMjikelo weHype
Njengoko iPop Mart iceba iivenkile ezingaphezu kwe-130 zaphesheya ngo-2025, ilifa likaLabubu aliyi kulinganiswa ngeeyunithi ezithengisiweyo, kodwa ngendlela elitshintshe ngayo urhwebo lwehlabathi. Incwadi yokudlala eyayikhokela—ukuqinisekiswa kwenkcubeko phesheya kwezilwandle → ukwandiswa kweendaba zoluntu → udumo lwasekhaya— ingqina ukuba iimpawu zaseTshayina zinokusebenzisa amaqonga angaphandle kwemida kungekuphela nje ukuthengisa, kodwa ukwakha imifanekiso yehlabathi.
Sekunjalo, ukuzinza kuxhomekeke ekunciphiseni ukugqwala kunye neemveliso zobuxoki ngokuqinisekisa okuqhutywa bubuchwepheshe kunye nokukhutshwa okulungelelanisiweyo. Ukuba kulawulwa ngobulumko, ukuncuma kukaLabubu okukrakrayo kunokumela okungaphezulu nje kwethoyi—kusenokumela njeinguqu elandelayo yokuthengiswa kwehlabathi.
Kubathengisi abanqumla imida, into eyenziwa yiLabubu inika umyalezo omnye ocacileyo: Kwimeko yorhwebo yanamhlanje, ukubaluleka kwenkcubeko yeyona mali iphambili.
Ixesha leposi: Julayi-12-2025
