从潮玩到奢侈品圈层，泡泡玛特引入LVMH高管开启“升咖”新征程

ITBEAR科技资讯12-17

泡泡玛特近日宣布，前LVMH大中华区集团总裁吴越正式加入公司董事会，担任非执行董事一职，任期三年。这一消息引发市场广泛关注，被视为泡泡玛特向高端化、国际化迈进的重要信号。吴越在奢侈品行业拥有近三十年的丰富经验，其加入或为泡泡玛特注入奢侈品基因，助力品牌突破潮玩领域的局限。吴越的履历堪称奢侈品在华发展的缩影。自2005年起，他担任LVMH大中华区集团总裁，负责监督多品牌组合在中国市场的运营，此前还曾...

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COLLECTION高端珍藏系列2024年营收达16.84亿元，实现爆发式增长。然而，公司目前核心收入仍依赖百元价位的手办、毛绒产品，高端产品尚未形成规模效应，品牌高端形象需长期培育。盲盒模式的随机性曾为泡泡玛特带来稀缺性，但也埋下隐患。随着产能扩张，LABUBU3.0系列隐藏款在二级市场的溢价幅度缩水超50%，部分常规款售价跌破官方零售价。德银警告，泡泡玛特正遭遇“可获得性悖论”，核心IP随产能扩张从稀缺潮流符号转变为大众消费品，可能成为热度衰退的前兆。做空机构伯恩斯坦则预测，LABUBU销量或将于2026–2027年见顶，早于市场预期。泡泡玛特创始人王宁曾多次表达对奢侈品商业逻辑的兴趣。他指出，奢侈品的核心稀缺性源于品牌积累的消费符号，而非产量限制。这种符号价值使消费者对价格不敏感，甚至愿意为产品配货，形成“越贵越有人买”的效应。相比之下，泡泡玛特目前依赖爆款IP的稀缺逻辑显得单一脆弱。王宁认为，当“泡泡玛特”本身成为世界级IP后，旗下所有产品都将受益于品牌价值，无需依赖单个爆款的周期性热度。全球化布局方面，泡泡玛特将门店开进高端商圈，法国巴黎门店位于卢浮宫附近，泰国最大旗舰店落户曼谷暹罗天地，纽约第五大道和时代广场门店也在筹备中。王宁希望进一步升级门店位置，开设更大规模的店铺。吴越的奢侈品圈层资源或能帮助泡泡玛特在全球市场抓住更多高端消费商圈的机会，推动品牌向上突破。泡泡玛特正从潮流玩具向收藏品转型，试图摆脱盲盒依赖的同时留住核心用户。公司通过与奢侈品联名、推出高端产品线、进驻高端商场等方式，逐步塑造品牌稀缺性。然而，高端化与全球化均需品牌力支撑，若能成功“升咖”，泡泡玛特或将摆脱频繁自证的困境，在消费市场中占据更稳固的地位。这条路充满挑战，但这家成立15年的年轻公司正以实际行动向国际品牌看齐。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"executive","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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