食品板块正式“落子”，泡泡玛特会成为这一新赛道的“鲶鱼”吗？

中食财经02-09

从好玩到好吃，国产潮玩品牌泡泡玛特（POP MART）正在探索更多商业可能性。近日，泡泡玛特官宣，旗下全新烘焙品牌POP BAKERY正式上线，同步开启了线上运营，一系列IP衍生甜品“路透图”亮相网络。值得关注的是，同期，泡泡玛特创始人王宁在其年会上公布了公司2025年度核心数据：泡泡玛特全球员工伙伴超1万人、注册会员超1亿人、LABUBU全年销量超1亿只、全品类全IP产品销量超4亿只等。今日...

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收到正向反馈，另一方面，其又正式官宣“烘焙品牌”，上述两则现象背后，是否透露着泡泡玛特未来的走势呢？01从试探到正式落子事实上，此次官宣并非POP BAKERY在泡泡玛特体系中首次亮相，其采用“小步快跑”的方式，不断验证着其涉足“烘焙”这一新赛道的可行性。公开报道显示，2024年8月，泡泡玛特在城市乐园内开设“MOLLY的甜品屋”，作为IP甜品首个沉浸式首站。主打乐园限定款（如LABUBU黑森林蛋糕），核心目标是测试 消费者 接受度、打磨口味与造型，对其市场潜力进行初步验证。2025年9月，POP BAKERY在服贸会首秀，首家快闪店“MOLLY''s Dessert House”在上海前滩太古里开业，随后快闪店进驻北京、成都、沈阳、哈尔滨等核心城市。其通过因地制宜调整产品组合，尝试激发排队打卡与社交自发传播。城市扩圈尝试后，泡泡玛特又将视角转向枢纽场景。2025年12月，快闪店落地北京首都 机场 ，定位候机人群高频消费场景。店内设9款IP造型甜品，主打“可携带IP甜品”，后续，该模式复制至上海、成都、沈阳、哈尔滨等地机场。当下，泡泡玛特将POP BAKERY正式以烘焙店形式亮相，或是其尝试将IP从固定消费场所（潮玩店）解放出来，嵌入用户真实生活动线，塑造一次品牌革新。据了解，在供应链方面，泡泡玛特亦已早进行谋划。2025年9月8日，泡泡玛特全资控股的“泡泡玛特供应链（广东）有限公司”正式成立，注册资本1000万元，经营范围涵盖 食品 销售、 仓储物流 、技术开发及进出口贸易。02泡泡玛特的食品探索与品牌重塑泡泡玛特重资产食品赛道背后，或是其对自身商业版图塑造的必经之路。当下，泡泡玛特在潮玩盲盒基础上，正在创新出更丰富的商业生态。其通过挖掘具有市场潜力的IP形象，打造系列化盲盒产品，同时拓展至手办、潮玩周边、文具、家居等多元品类，满足消费者对潮流文化的多样化需求。同时，其通过打造泡泡玛特乐园、Labubu电影，以及引入LVMH中国区CEO加入公司董事会等动作，给予投资者以及消费人群更多想象空间。而文娱板块与食品的链接，在“体验至上”的消费时代，二者关系更为紧密，亦或形成互相驱动之势。如18–35岁年轻女性既是潮玩主力，也是甜品消费主力，其追求颜值、热衷分享、愿为情感溢价买单的特质，为IP与食品融合提供了天然土壤。潮玩属偶发性、低频消费，而甜品为日常高频刚需，通过“可食用IP”构建日常曝光入口，是强化用户情感连接与品牌粘性的最优解。事实上，此前，泡泡玛特亦与肯德基、蒙牛等食品IP推出联名产品，但因不理性消费等原因，潜在食品浪费的情况，被通报批评，继后，泡泡玛特暂停了食品行业定制盲盒业务。其重资产食品赛道，既是一次赛道的探索，又是对品牌形象主动权的把控。行业人士直言，这一重资产投入，标志着泡泡玛特已从“轻资产授权”转向“重资产自营”。不过，内卷化严重的食品行业，不仅需要资金，也需要创新与专业化等多重要素，对于食品领域的“小白”泡泡玛特，如何过五关斩六将？或许还有很长的路需要走。随着泡泡玛特在电影、乐园等新生态的实践落地，食品领域业已成为泡泡玛特完善商业版图的“又一子”，泡泡玛特能否“破卷”？并为食品领域探索一条新的模式，成为业界关注点。","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,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":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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