“创意+”加持中国消费品牌加速在法国“破圈”

经济参考报12-05 22:47

午后，法国巴黎卢浮宫地下商场人潮涌动。位于入口通道一侧的国际潮玩品牌泡泡玛特门店里，消费者正围在展示台前挑选手办盲盒。“这类产品创意十足，总能带来惊喜，在法国本土很难找到替代品。”28岁法国女孩诺埃米拆开刚入手的盲盒，向记者兴奋展示。　　诺埃米的直观感受折射出法国消费市场的一个新变化：一批以创意和品牌叙事为驱动力的中国消费品牌，正凭借全球化审美和成熟的工业化设计能力，赢得法国年轻群体认同。　　...

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France","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"09992":1.93,"09896":1.88,"PMRTY":1.93,"MNSO":1.88},"content_text":"午后，法国巴黎卢浮宫地下商场人潮涌动。位于入口通道一侧的国际潮玩品牌泡泡玛特门店里，消费者正围在展示台前挑选手办盲盒。“这类产品创意十足，总能带来惊喜，在法国本土很难找到替代品。”28岁法国女孩诺埃米拆开刚入手的盲盒，向记者兴奋展示。　　诺埃米的直观感受折射出法国消费市场的一个新变化：一批以创意和品牌叙事为驱动力的中国消费品牌，正凭借全球化审美和成熟的工业化设计能力，赢得法国年轻群体认同。　　泡泡玛特是法国潮玩热度快速攀升的代表品牌之一。法国《回声报》援引法国IFOP市场调查公司研究结果报道，在TikTok传播、盲盒经济兴起以及亚洲流行文化影响等因素推动下，法国潮玩市场规模持续扩大。泡泡玛特热门IP“拉布布”迅速蹿红，已成为法国第三大受欢迎的潮玩产品。　　潮玩之外，以“平价创意好物”著称的名创优品也在法国保持稳健发展势头。自2020年进入法国市场以来，该品牌已开设20余家特许经营门店，其中约10家位于巴黎。去年6月，名创优品在巴黎香榭丽舍大街开设旗舰店，并刷新其在中国大陆以外市场的单日销售纪录。　　中国消费品牌加速在法国“破圈”，一方面得益于社交媒体平台的加速传播，另一方面缘于这些品牌在多元素加持下形成的竞争力。　　法国丝路商学院教授武世伟指出，中国创意品牌依托成熟的工业化设计能力、体系化的设计流程、稳定的品牌叙事和高效的供应链协同，形成了远超单一产品本身的竞争力。《回声报》报道，泡泡玛特正进入强化叙事阶段，通过动画、主题空间与跨品牌合作进一步拓展影响力。　　《巴黎竞赛画报》等法国媒体认为，名创优品不仅在法国建立了更贴近本地消费者的产品体系，其创新驱动的运营模式、灵活的物流体系和明快的上新与补货节奏，都让消费者对新品始终保持期待。　　武世伟表示，这种以工业化设计体系为核心的创新模式，提高了中国消费品牌在海外市场的产品迭代速度，也为其在欧洲市场实现稳定供给与持续拓展奠定了基础。　　业内人士认为，法国市场对中国消费品牌的积极反馈，折射出中国制造业正由规模驱动向创意驱动延伸。　　法国精品行业联合会主席洛朗·布瓦洛在一次活动中表示，中国文化底蕴深厚，工艺体系完善，新一代青年展现出较强创造力与想象力。中法企业在审美与创新领域的良性互动，有助于推动双方在设计和品质方面不断提升。　　“欧洲时尚与文化产业集中度高，消费群体多元，年轻人对跨文化表达接受度普遍较高，这为中国品牌提供了发展空间。”武世伟说，随着更多中国企业在品牌叙事体系、本地化运营和原创能力方面持续投入，中国消费品牌在法国乃至欧洲市场的影响力有望进一步扩大。（文章来源：经济参考报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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“创意+”加持 中国消费品牌加速在法国“破圈”

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“创意+”加持中国消费品牌加速在法国“破圈”