阿里试水线下店能否搅动千亿潮玩赛道

北京商报03-09

如今，潮玩市场规模正向千亿迈进。阿里依靠IP运营平台阿里鱼，在十年间筑起了庞大的线上潮玩生态圈。流量、平台和资本，是阿里切入潮玩领域的砝码，但在自有IP孵化和圈层运营上，电商巨头还有很多功课要补。阿里布局多年的潮玩局，就差线下一块拼图。3月5日，北京商报记者走访时发现，阿里首家线下潮玩店“好运连得 LUCKY LOOP”已在北京低调开业，定位为综合性潮玩集合店，覆盖盲盒、潮流手办、文创周边等。...

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Track","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"BBYY":0.6,"BABAF":0.9,"BABO":0.6,"KBAB":0.6,"ALBmain":0.6,"BABW":0.6,"09988":1.96,"BABA":1.96,"BABU":0.6,"BABX":0.6},"content_text":"如今，潮玩市场规模正向千亿迈进。阿里依靠IP运营平台阿里鱼，在十年间筑起了庞大的线上潮玩生态圈。流量、平台和资本，是阿里切入潮玩领域的砝码，但在自有IP孵化和圈层运营上，电商巨头还有很多功课要补。阿里布局多年的潮玩局，就差线下一块拼图。3月5日，北京商报记者走访时发现，阿里首家线下潮玩店“好运连得 LUCKY LOOP”已在北京低调开业，定位为综合性潮玩集合店，覆盖盲盒、潮流手办、文创周边等。不仅如此，阿里还会上线自有IP。除了北京，“好运连得 LUCKY LOOP”上海店也在筹备中。如今，潮玩市场规模正向千亿迈进。阿里依靠IP运营平台阿里鱼，在十年间筑起了庞大的线上潮玩生态圈。流量、平台和资本，是阿里切入潮玩领域的砝码，但在自有IP孵化和圈层运营上，电商巨头还有很多功课要补。入驻潮流地标低调开业满一个月，“好运连得 LUCKY LOOP”已吸引不少潮玩爱好者前来消费打卡。在年轻客群主导的潮流地标——THE BOX朝外年轻力中心，“好运连得 LUCKY LOOP”门店以手办装置作为品牌标识，入口处展示的数个大号手办吸引着不少年轻消费者的目光，分别是阿里的自有潮玩IP“Nooobit”“Hoya”及潮玩品牌TNT SPACE（以下简称“TNT”）旗下的IP“Zoraa”。从门店选品来看，阿里采取了潮玩集合店的经营模式，店内不仅陈列有TNT、Heyone、奇梦岛、JOTOYS等新锐潮玩品牌的产品，也包含“Fuggler”等海外潮玩IP，另有部分IP如三丽鸥来自阿里旗下专注IP商业化运营的平台“阿里鱼”。该店品类覆盖盲盒、潮流手办、文创周边等，TNT品牌在选品中占比较高，由独立的环形货架展示，且位于门店中心位置。针对阿里研发的自有IP Nooobit、Hoya和Penny，一位现场工作人员表示，前两者预计会先上线，Penny的上线时间更晚一些，具体以后续官方消息为准。除常规货架陈列外，“好运连得 LUCKY LOOP”也在首店的线下场景中加入了互动体验，设置了消费者与Nooobit合影的打卡墙和座位，以及门店内的“许愿池”——顾客消费后可在拆盒前来此求好运。值得一提的是，“好运连得 LUCKY LOOP”门店周围不乏“BASEMENT FG”“火星宠物超市”等潮流店铺，“MINISO LAND”更是与之相距不到100米。尽管多家潮流店集聚能有效带动一定客流，但相似的门店定位也会产生直接竞争。不过，一位主管潮玩市场拓展的负责人告诉北京商报记者，潮玩提供情绪价值和消费欲望，也需要营造氛围，单个品牌吸引力有限。潮玩店扎堆，再加上周边的文创、设计师品牌等，形成一个“潮玩聚集地”，能让品牌之间互相引流、带动消费。“整体蛋糕做大了，每家都能分到一杯羹。”据了解，继首店之后，“好运连得 LUCKY LOOP”上海店已进入筹备，这一动作或许代表着阿里将进一步在全国扩张线下潮玩门店。打造链路闭环阿里此番加码线下潮玩场景，盯上的是即将迈入千亿规模的中国潮玩市场。中商产业研究院报告显示，2020—2024年，中国潮玩市场规模从229亿元增长至763亿元。另一组来自艾媒咨询的数据提及，2015—2019年为潮玩行业高速爆发期。其中，2019年以47.9%的同比增速创下阶段峰值。这与阿里切入潮玩市场的时间几乎同频。2016年，阿里成立阿里鱼，定位为IP运营管理与商业化平台。到了2023年，阿里鱼获得国际知名IP公司三丽鸥旗下Hello Kitty等26个人气角色在中国大陆制造及销售商品的独家授权。2020—2023年，阿里鱼持续扩张IP矩阵，强化天猫潮玩类目运营，年授权销售额破百亿。2024年，阿里鱼助力合作品牌GMV增长超600%。2024年，泡泡玛特突然爆火，IP Labubu热度席卷全球，小众潮玩真正实现大众破圈。紧接着，阿里资本入局，2025年投资潮玩品牌AYOR TOYS，阿里旗下公司持股15%。截至目前，阿里鱼已与三丽鸥家族、宝可梦、蜡笔小新等超过200家国内外版权方建立合作。2026年，阿里开始内测潮玩AI捏娃平台“妙呀AI”，支持用户生成专属潮玩造型，探索潮玩与AI融合的可能性。草蛇灰线，伏脉千里。背靠天猫淘宝流量优势、阿里云大数据与AI技术，十年来阿里依托阿里鱼布局IP授权网络，其真正目的是以潮流消费为流量奇点，以此联动和反哺阿里整个业务生态，拓展电商新客群。例如，阿里旗下众筹平台“造点新货”，能为潮玩新品提供预售与孵化通道；闲鱼成为潮玩二手交易、收藏交流的核心场景；优酷、大麦等文娱平台为IP提供内容曝光，反哺潮玩销售。包括阿里此次布局线下门店，也将助力其推动线上线下IP孵化的全链路商业模式闭环。THE BOX恰好提供了这样的土壤。这家主打“年轻力”的商业体聚焦当代青年多元文化，将潮流时尚、城市运动、宠物友好等板块融合，通过精心筹划年轻人的兴趣爱好，创造适合年轻人的社交场景，从而产生循环消费。“好运连得 LUCKY LOOP”首店落地于此，或许正看中了这片潮流地标的精准客群，把自身嵌入进年轻人打卡动线的一环。品牌心智待提升“好运连得 LUCKY LOOP”官方微信公众号认证信息显示，账号主体为北京好呀潮玩文化创意有限公司。据天眼查App的股权穿透图，北京好呀潮玩文化创意有限公司由中联盛世文化（北京）有限公司间接100%控股，后者成立于2009年，注册资本1亿元，旗下有淘票票等多个影视应用平台，且为大麦娱乐（原阿里影业）的间接全资附属公司。对于此次布局，大麦娱乐方面向北京商报记者表示，公司始终关注现实娱乐消费趋势下年轻用户的需求，积极拓展更多的线下消费场景，也一直在尝试探索IP商业化的多元路径。目前公众看到的是IP衍生品集货店，还处于前期探索与筹备阶段，暂无更多可对外披露的具体信息。借助Z世代消费客群逐步壮大以及IP文化繁荣的大趋势，近年来潮玩行业在情感经济与社交货币的结合中孕育而生。然而，当前潮玩市场的竞争越发激烈。泡泡玛特在过去两个月便密集推出Supertutu、放学后的Merodi及KeyA三个新IP，2025年全球门店超700家。52TOYS、TOP TOY等玩家也持续卡位，TOP TOY依托名创优品渠道扩张，全球门店超300 家，以集合店模式抢占份额，正冲刺港股上市。“凭借大文娱生态的全产业链能力和闲鱼的二手交易基础，阿里的入局不仅能快速放大顶级IP的变现效率，更将直接冲击那些缺乏自有IP护城河的中间商和渠道型玩家。”百联咨询创始人、零售电商行业专家庄帅向北京商报记者分析称。不过，相比于潮玩头部玩家以自有原创IP为核心壁垒，阿里长期以授权IP为主，自有IP仍处孵化初期，用户黏性还需要时间沉淀。不仅如此，尽管电商巨头擅长电商与流量运作，但在门店体验、潮玩圈层文化运营上还存在短板要补足。庄帅表示，在IP孵化和圈层运营上，阿里的店铺规模、品牌心智都有待提升，否则很难撼动泡泡玛特们用时间筑起的用户忠诚度。另外，阿里只是平台，更多是做IP集合店，而泡泡玛特主要以自研和自有IP为主，所以阿里的直接竞争对手是名创优品这一类的公司。","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":"corporation","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"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 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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阿里试水线下店 能否搅动千亿潮玩赛道

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阿里试水线下店能否搅动千亿潮玩赛道