Imakethe yamathoyizi yaseLatin America ibhekene nokwanda okuphawulekayo, okuqhutshwa yinhlanganisela yezinzuzo zabantu kanye nokukhula kwamandla omnotho.Imboni yamathoyizi yaseBrazil iqopha ukukhula okungu-5% unyaka nonyakakanye neMexico ekhombisa ukukhula okuqhubekayo, izinhlobo zamathoyizi zomhlaba wonke ziya ngokuya ziphendukela ekugxileni kulezi zimakethe ezisafufusa. Iphrofayili yabantu abasebasha besifunda—abangaphezu kuka-30% wabantu abangaphansi kweminyaka engu-18—kanye nesigaba esiphakathi esikhulayo, kudala izimo ezinhle zokukhula okuqhubekayo kwemakethe yamathoyizi.
Abadlali abakhulu njengoPop Mart noBruke sebevele basebenzisa leli thuba, besebenzisa amasu endawo ukuze basungule indawo esifundeni.
Amandla Emakethe kanye Nemikhuba Yabathengi
IBrazil, njengomnotho omkhulu eNingizimu Melika, inikeza amathuba athembisayo kakhulu emikhiqizo yamathoyizi. Imakethe yamathoyizi yezwe ifinyelele cisheUkuthengiswa okungu-RMB billion ongu-61.1ngamayunithi alinganiselwa ezigidini ezingama-70 athengisiwe ngo-2024. Naphezu kokuguquguquka komnotho, imakethe ibonise ukuqina okumangalisayo ngokukhula kwevolumu okungu-13% ekuqaleni kuka-2025, okudlule kakhulu isilinganiso somhlaba wonke esingu-5%.
Imakethe yaseBrazil inezici eziningana ezihlukile:
- Ukuzwela Kwamanani:Ingxenye enkulu yokuthengisa (55%) ivela kumathoyizi anenani elingaphansi kwama-RMB angu-65, okugqamisa ukugxila kwabathengi enanini.
- Isidingo Esiqhutshwa yi-IP:Amathoyizi abalingiswa abanelayisensi afinyelele izinga eliphawulekayo lokungena elingu-28.9%, edlula izibalo ezivela ezimakethe eziningana zaseYurophu.
- Okuthandwayo Kwezemfundo:Kukhona ukukhula kwesifiso sabazali sokutshala imali kumathoyizi anenani elibalulekile lokufundisa. Ukungeniswa kwamathoyizi e-STEM kubone ukwanda okukhulu ngo-47% unyaka nonyaka.
Imakethe yamathoyizi yaseMexico, nakuba incane kakhulu, ikhombisa ithemba elifanayo. Imakethe iphawuleka ngokuhlanganiswa kweukuthenga okusekelwe enzuzwenikanye nentshisekelo ekhulayo emikhiqizweni enelayisensi. Imikhiqizo yamazwe ngamazwe isabela kulezi zindlela zokwethula izinhlobo zasendaweni zama-IP athandwayo futhi igcizelela iziphakamiso zenani lemfundo.
Indlela Yokuncintisana Yokuma Kwendawo Nezindlela Ezisetshenziswa Endaweni
Imakethe yamathoyizi aseLatin America iveza indawo yokuncintisana ehlukahlukene. Ngenkathi abakhiqizi bendawo belawula ingxenye yabakhiqizi abaphansi, abalinganiselwa ku-70% wemakethe yaseBrazil, imikhiqizo yamazwe ngamazwe iya ngokuya ingena ngendlela ehlelekile.
Izinkampani zamathoyizi zaseShayina sezisebenzise amasu okungena emakethe anezici eziningi:
- Ukugxila kwezentengiselwano ze-inthanethi:Ukusebenzisa amapulatifomu afana neMercado Libre, abiza cishe u-30% wokuthengiswa kwamathoyizi aku-inthanethi eBrazil.
- Ukuzivumelanisa Nesimo Sezamasiko:Ukuthuthukisa imikhiqizo eyenzelwe ngqo izinto ezithandwa yindawo kanye namasiko athandwayo.
- Ukumaketha Okuhlangenwe Nakho:Ukubamba iqhaza emicimbini emikhulu yesifunda njenge-CCXP México ukuze kwakhiwe ulwazi ngomkhiqizo futhi kuhlanganyelwe ngqo nabathengi.
Indlela yePop Mart iyisibonelo saleli qhinga. Le nkampani isisunguleamapulatifomu e-commerce asendawenieMexico equkethe ama-IP adumile njenge-LABUBU no-Molly, kanye nokusebenzisana kwe-Disney ne-Sanrio. Leli cebo liveze imiphumela emihle kakhulu, njengoba imisebenzi yaseMelika yenkampani ibika ukuthiUkwenyuka kwemali engenayo okuphindwe ka-11engxenyeni yokuqala ka-2025.
Ngokufanayo, uBruke wangena ngendlela ehlakaniphile emakethe yaseMexico ngokukhombisa ama-IP aqashelwa emhlabeni wonke, okuhlanganisa i-Evangelion, i-Marvel, kanye ne-Transformers kwa-CCXP México 2025. Le nkampani yasebenzisana ngempumelelo nesigaba esibalulekile sabathengi abangaphezu kuka-16, igcizelela ukubaluleka okukhulayo kwabaqoqi abadala emakethe yamathoyizi yesifunda.
Ithebula: Ukubuka Konke Kwemakethe Yamathoyizi aseLatin America
| Isici Semakethe | IBrazil | IMexico |
| Ukukhula Kwamuva | Ukukhula kokuthengisa okungu-5% | Ukukhula kokuthengisa okungu-2% |
| Imvelo Yemakethe | Intengo incike kakhulu, u-55% wokuthengiswa kwamathoyizi ≤¥65 | Imakethe ekhulayo enezici zolwandle oluhlaza okwesibhakabhaka; amaphuzu entengo angabizi abalulekile |
| Amapulatifomu Ayisihluthulelo | I-Mercado Libre (30% yokuthengiswa kwe-inthanethi) | Amapulatifomu e-commerce asendaweni |
| Amathrendi Abathengi | Ukungena okuphezulu kwe-IP (28.9%), isidingo esinamandla se-STEM (+47% ukukhula kokungenisa) | Intshisekelo ekhulayo ezintweni eziqoqwayo nemikhiqizo enelayisensi |
Izincomo Ezihlakaniphile Zokungena Emakethe
Kuma-brand amathoyizi acabanga ukwanda ezimakethe zaseLatin America, izindlela eziningana zamasu zingathuthukisa amathuba empumelelo:
Ibhalansi Yokukwazi Ukukhokhela kanye Nekhwalithi
Yakha imigqa yemikhiqizo enikeza iziphakamiso zenani elikhangayo. Ukubusa kwamathoyizi entengo ephakathi kuya kwephansi kulezi zimakethe kudinga ukugxila ekukhiqizeni okungabizi kakhulu ngaphandle kokubeka engcupheni ikhwalithi.
Sebenzisa ama-IP adumile
Sebenzisa ithuba lokukhanga okukhulu kwabalingiswa abanelayisensi, abaye bafinyelela ukungena okukhulu emakethe. Ama-IP omhlaba wonke kanye nawasendaweni angakhuthaza ukubandakanyeka kwabathengi kanye nokuthengisa.
Sebenzisa Ukungena Kwemakethe Okunezigaba
Qala ngamapulatifomu e-commerce asunguliwe ukuze uhlole impendulo yemakethe ngaphambi kokuzibophezela ekwandiseni ukuthengisa okubonakalayo. Le ndlela inciphisa ubungozi bokuqala bokutshalwa kwezimali ngenkathi inikeza ukuqonda okubalulekile kwabathengi.
Yakha Ubambiswano Lwendawo Oluhlelekile
Bambisana nabasabalalisi bezifunda kanye nabathengisi abanolwazi lwemakethe oluzinzile kanye namanethiwekhi okusabalalisa. Lokhu kubambisana kungasheshisa kakhulu ukungena emakethe.
Beka Ukubaluleka Kokuthobela Imithetho
Hlola izinqubo zokuqinisekisa eziyinkimbinkimbi njengesitifiketi se-INMETRO saseBrazil, esingathatha izinyanga eziyisithupha ukuqeda. Ukunakwa kusenesikhathi ezidingweni zomthetho kuvimbela ukubambezeleka okubizayo.
Ukukhula kwemakethe yamathoyizi yaseLatin America akubonisi zimpawu zokwehla. Njengoba ubunikazi bamathoyizi ngomuntu ngamunye eBrazil bungamayunithi amabili kuphela—okubonisa isikhala esikhulu sokwanda—kanye nenani lentsha yaseMexico elikhulayo, lesi sifunda sinikeza amathuba amakhulu emikhiqizo evumelana nezimo zemakethe yendawo ngempumelelo.
Ukuhlangana kwezindlela zabantu, intuthuko yezomnotho, kanye nokutshalwa kwezimali okunenhloso yimikhiqizo yamazwe ngamazwe kusikisela ukuthi iLatin America ingaba yindawo elandelayo yokulwa nokubusa kwemboni yamathoyizi emhlabeni jikelele.
Isikhathi sokuthunyelwe: Septhemba-29-2025
