Ukuvela kwe-"goblin" enamahloni egama linguLabubu kubhale kabusha imithetho yokuhweba kwamanye amazwe
Ekubonisweni okumangalisayo kwamandla okuthumela kwamanye amazwe amasiko, isidalwa esinonya, esinolaka esivela ezweni lamaphupho lomklami waseShayina uKasing Lung sivuse isiphithiphithi sabathengi bomhlaba wonke—futhi sashintsha amasu okuhweba nge-inthanethi awela imingcele endleleni. I-Labubu, i-IP ephambili ngaphansi kwenkampani enkulu yamathoyizi yaseShayina i-Pop Mart, ayisekho nje i-vinyl figure; iyisisusa sezigidigidi zamaRandi esiguqula indlela imikhiqizo ethengiswa ngayo emhlabeni jikelele.
Amamethrikhi Okukhula Okuqhumayo Achaza Kabusha Amandla Emakethe
Lezi zinombolo zilandisa indaba emangalisayo yempumelelo yamazwe ngamazwe. Ukuthengiswa kwePop Mart ku-TikTok Shop e-US kwanda kakhulu kusuka ku-$429,000 ngoMeyi 2024 kwaya ku-$5.5 million ngoJuni 2025—ukwanda okungu-1,828% unyaka nonyaka. Ngokuhlangene, ukuthengiswa kwayo ngo-2025 kule pulatifomu kwafinyelela ku-$21.3 million maphakathi nonyaka, okwase kuphindwe kane ukusebenza kwayo konke ngo-2024 e-US.
Lokhu akugcini eMelika kuphela. E-Australia, i-"Labubu Fashion Wave" inabathengi abathenga ngokweqile izingubo ezincane nezesekeli zezithombe zabo ezinde ezingama-17cm, okwenza umdlalo ube yinto yokuhlobisa izinkundla zokuxhumana. Ngesikhathi esifanayo, indawo ye-TikTok Shop yaseNingizimu-mpumalanga ye-Asia ibone i-Pop Mart ibusa uhlu lwezitolo ezithengiswa kakhulu eJune, ihambisa amayunithi angu-62,400 emikhiqizweni emihlanu kuphela esifundeni, eqhutshwa kakhulu yi-Labubu kanye nomfowabo i-IP Crybaby.
Umfutho usakazeke kakhulu—futhi usakazeka emhlabeni wonke. IMalaysia, eyayikade ingekho esimweni esihle ekuthengisweni kwamathoyizi e-TikTok Shop, ibone imikhiqizo yayo emihlanu ehamba phambili—zonke ziyizinto ze-Pop Mart—ithola ukuthengiswa okuqopha umlando kwamayunithi angu-31,400 ngenyanga ngoJuni, okuwukwenyuka okuphindwe kayishumi kusukela ngoMeyi.
Ikilasi Eliyinhloko Ekuguqukeni Komhlaba Wonke: Kusukela eBangkok Kuya Emhlabeni Wonke
Okwenza iLabubu ibe yintsha akuyona nje indlela eklanywe ngayo, kodwa futhi nesu elingavamile lokungena emakethe le-Pop Mart “elihamba phambili kwamanye amazwe”—uhlelo lwabathengisi abavela kwamanye amazwe.
I-Thailand: I-Launchpad Engalindelekile
I-Pop Mart ekuqaleni yayihlose izindawo zokuthambekela ezifana neKorea neJapan kodwa yaphendukela eThailand ngo-2023. Kungani? I-Thailand ihlanganise i-GDP ephezulu ngomuntu ngamunye, isiko eligxile ekuzilibaziseni, kanye nokungena kwe-inthanethi okungu-80% nangaphezulu kanye nokushelela okukhulu kwezokuxhumana. Lapho inkanyezi yaseThailand uLisa (we-BLACKPINK) ehlanganyela ngokuzenzakalelayo uchungechunge lwakhe lwe-Labubu "Heartbeat Macaron" ngo-Ephreli 2024, kwaqala ukuthandwa kuzwelonke. Ukusesha ku-Google kwafinyelela phezulu, futhi izitolo ezingaxhunyiwe ku-inthanethi zaba izindawo zokuqoqana—ubufakazi bokuthi imikhiqizo ethinta imizwa iyachuma lapho umphakathi nokwabelana kuhlangana khona.
Umphumela weDomino: eNingizimu-mpumalanga ye-Asia → ENtshonalanga → eShayina
Ukuxokozela kweThailand kwasakazekela eMalaysia, eSingapore nasePhilippines ngasekupheleni kuka-2024. Ekuqaleni kuka-2025, i-Instagram ne-TikTok kwashukumisela uLabubu ekuqondeni kwaseNtshonalanga, okwandiswe osaziwayo abanjengoRihanna noBeckham. Okubaluleke kakhulu, le mpikiswano yomhlaba wonke yabuyela eShayina. Izindaba "zokuthengisa kukaLabubu kwamanye amazwe" zavusa i-FOMO ezweni, zaguqula i-IP eyayiyi-niche yaba yinto yamasiko ebalulekile.
Isitolo se-TikTok kanye ne-Live Commerce: Injini Yokuthengisa Okusabalele
Amapulatifomu ezentengiselwano zezenhlalo awazange nje enze kube lula ukukhuphuka kweLabubu—ayisheshise yaba yi-hyperdrive.
EPhilippines,ukusakaza bukhoma kube negalelo ku-21%-41%ukuthengiswa kwemikhiqizo ephezulu yePop Mart, ikakhulukazi uchungechunge lwe-Coca-Cola lokubambisana 3.
I-algorithm kaTikTok iguqule amavidiyo okuvula amabhokisi kanye nezifundo zesitayela (njenge-Australian TikToker Tilda's) zaba iziphindaphindi zesidingo, okwenza kube nzima ukuzijabulisa kanye nokuthenga ngokuzumayo okungu-13.
UTemu naye wasebenzisa lolu hlobo lobuhle: izesekeli eziyisithupha kweziyishumi eziphezulu zonodoli kwakuyizingubo zaseLabubu, kanti izinto ezithengiswa ngeyodwa zithengisa cishe amayunithi angu-20,000.
Imodeli icacile:ukutholakala kokungqubuzana okuphansi + okuqukethwe okungabiwa + ukwehla okulinganiselwe = ijubane eliqhumayo eliwela umngcele.
Ukusika izinwele, Ukuntuleka, kanye nohlangothi olumnyama lwe-Hype
Kodwa ukusabalala kwegciwane kuzala ubuthakathaka. Impumelelo kaLabubu iveze imifantu ehlelekile ekuhwebeni okufunwa kakhulu kwamanye amazwe:
Isiphithiphithi Semakethe Yesibili:Abasiki bezithombe basebenzisa ama-bot ukuze baqoqe ukukhishwa okuku-inthanethi, kuyilapho "amaqembu aqopha umugqa" evimba izitolo ezibonakalayo. Izibalo zohlelo lokucasha nokufuna, ekuqaleni ezazingu-$8.30, manje sezithengiswa kabusha ngama-$70 njalo. Izingcezu ezingavamile zibize u-$108,000 ezindalini zaseBeijing
Ukuhlasela Kwamanga:Njengoba isitokwe sangempela singekho, izinkampani eziqanjwe ngokuthi "iLafufu" zagcwala izimakethe. Okushaqisayo ukuthi ezinye zaze zaphinda amakhodi e-QR aphikisana namanga e-Pop Mart. Amasiko aseShayina muva nje athathe amabhokisi angama-blind e-Labubu angu-3,088 kanye namathoyizi angamanga angu-598 aye eKazakhstan.
Ukusabela Kwabathengi:Ukulalela umphakathi kwembula inkulumo ehlukene: “kumnandi” futhi “kuqoqeka” uma kuqhathaniswa “nokukhuphula,” “imali,” kanye “nokuxhashazwa kwe-FOMO”. I-Pop Mart igcizelela obala ukuthi i-Labubu iwumkhiqizo omkhulu, hhayi ukunethezeka—kodwa ukuphithizela kwemakethe okuqagelayo kusikisela okuhlukile.
Incwadi Entsha Yokudlala Yempumelelo Enqamula Imingcele
Ukunyuka kukaLabubu kunikeza ulwazi olusebenzayo kubadlali be-e-commerce bomhlaba wonke:
Imizwa Iyathengisa, Insizakalo Ayikwenzi:ILabubu iyachuma ngokubonakalisa umoya weGen Z "wokuvukela kodwa ongenacala". Imikhiqizo enemizwa enamandla ihamba ibanga elide kuneyokusebenza nje kuphela.
Sebenzisa Abantu Abathonya Basendaweni → Izithameli Zomhlaba Wonke:Ukusekelwa kukaLisa ngendlela yemvelo kwavula iThailand; udumo lwakhe emhlabeni wonke lwabe seluyisa iNingizimu-mpumalanga ye-Asia eNtshonalanga. Abantu abanethonya elincane njenge-Quyen Leo Daily yaseVietnam baholele ukuthengiswa okungu-17-30% ngokusakaza bukhoma.
Ukuntuleka Kudinga Ukulinganisela:Nakuba izinhlobo ezilinganiselwe zibangela ukukhungatheka kukaphethiloli, ukutholakala ngokweqile kubulala imfihlakalo. I-Pop Mart manje isebenza ngentambo eqinile—ikhulisa umkhiqizo ukuze ivimbele abasiki bezinwele ngenkathi ilondoloza ukuqoqwa.
Okubalulekile Ekuhlanganiseni Ipulatifomu:Ukuhlanganisa i-TikTok (ukutholwa), i-Temu (ukuthengiswa ngobuningi), kanye nezitolo ezibonakalayo (umphakathi) kwakha uhlelo oluziqinisayo. Ukuwela imingcele akuseyona isiteshi esisodwa—kumayelana nama-funnel ahlanganisiwe.
Ikusasa: Ngale Komjikelezo We-Hype
Njengoba iPop Mart ihlela izitolo zakwamanye amazwe ezingaphezu kuka-130 ngo-2025, ifa likaLabubu ngeke lilinganiswe ngamayunithi athengisiwe, kodwa ngendlela elishintshe ngayo ukuhweba komhlaba wonke. Incwadi yokudlala eyasungulwa yiyo—ukuqinisekiswa kwamasiko aphesheya kwezilwandle → ukwandiswa kwezokuxhumana → udumo lwasekhaya—kufakazela ukuthi imikhiqizo yaseShayina ingasebenzisa amapulatifomu angaphandle kwemingcele hhayi nje ukuthengisa, kodwa ukwakha i-iconography yomhlaba wonke.
Kodwa ukusimama kuncike ekunciphiseni ukuqoqwa kwezithombe kanye nezinto mbumbulu ngokuqinisekisa okuqhutshwa ubuchwepheshe kanye nokukhishwa okulinganiselayo. Uma kuphathwa ngokuhlakanipha, ukumamatheka kukaLabubu okuhlabayo kungafanekisela okungaphezu nje kwethoyizi—kungase kufanekisele njeukuvela okulandelayo kokuthengisa okuhlanganisiwe emhlabeni jikelele.
Kubathengisi abawela imingcele, isenzakalo saseLabubu sinikeza umyalezo owodwa ocacile: Esimweni sanamuhla sokuhweba kwezenhlalo, ukubaluleka kwamasiko yimali eyinhloko.
Isikhathi sokuthunyelwe: Julayi-12-2025
