阿里也盯上泡泡玛特的蛋糕了

快消夜谈03-10

作者｜七七编辑｜陈旭3月5日，北京朝外年轻力中心迎来了一家名为“好运连得LUCKY LOOP"的新店。这是阿里巴巴旗下首家线下潮玩集合店，由大麦娱乐间接全资控股。店铺选址在年轻人聚集的潮流地标，周围百米内就有名创优品旗舰店和火星宠物超市等竞争对手。店内陈列着TNT SPACE、Heyone等第三方品牌产品，也有三丽鸥等阿里鱼授权的国际IP。更引人注目的是，阿里自有IP"Nooobit"和"...

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SPACE、Heyone等第三方品牌产品，也有三丽鸥等阿里鱼授权的国际IP。更引人注目的是，阿里自有IP\"Nooobit\"和\"Hoya\"的装置已亮相，虽然正式产品尚未全面上架，但这标志着阿里在潮玩赛道补齐了线下拼图。开业一个月来，门店通过设置打卡墙和“许愿池”等互动环节吸引客流，上海分店也已在筹备中。这不仅是开一家店，更是阿里试图将线上庞大的IP资源与线下实体场景打通，直接触达Z世代消费者的关键一步。阿里此时大举进入线下，看中的是潮玩市场仍在扩张的红利。中商产业研究院数据显示，2020年至2024年，中国潮玩市场规模从229亿元增长至763亿元。艾媒咨询报告指出，该行业曾经历高速爆发期，尽管目前增速放缓，但整体体量依然巨大。泡泡玛特2025年半年报显示，其上半年营收达138.8亿元，同比增长超过200%，证明了头部玩家的强劲势头。面对激烈的竞争，阿里选择了差异化的“集货店”模式。大麦娱乐2025至2026财年中期业绩显示，以阿里鱼为核心的IP衍生业务收入为11.6亿元，同比增长105%。依托这一平台，阿里已与超200家版权方合作，年授权销售额破百亿元。这种模式类似名创优品，能整合国内外资源，降低单一IP依赖风险。此外，阿里还在2025年投资了潮玩品牌AYOR TOYS，持股15%，并启动了\"妙呀AI\"平台内测，尝试用AI技术辅助用户生成专属潮玩造型。阿里希望利用其在电商流量、供应链及文娱内容上的优势，打造“影演联动”的闭环，把电影和演出IP转化为线下可消费的实物，满足年轻人的情绪需求。中国青年报社调查显示，约六成年轻人为情绪买单，潮玩在其中扮演了重要角色。然而，阿里的入局之路并非坦途，面临的挑战不容忽视。首先是线下运营能力的短板。互联网巨头擅长流量分发和数据算法，但线下零售讲究坪效、服务细节和成本控制。房租与人工支出是长期考验，这与线上轻资产运营模式截然不同。百联咨询创始人庄帅分析认为，阿里在门店体验设计和圈层文化运营上经验不足，若无法提升品牌心智，很难撼动泡泡玛特等头部玩家积累的用户忠诚度。其次是自有IP的孵化难题。泡泡玛特的成功建立在Molly、Labubu等长青IP之上，而阿里长期以授权业务为主，自有IP如Nooobit等尚处孵化初期，市场认可度有待验证。电影和演出IP往往具有时效性，热度消退后难以持续产生商业价值，如何将其转化为长效潮玩IP是个棘手问题。另外，阿里兼具渠道商与品牌方的双重身份，如何在推广自有IP与合作伙伴IP之间平衡利益，避免内部冲突，也需要高超的运营智慧。海关总署数据显示，2025年前三季度中国玩具出口额突破500亿元，全球化是未来方向，但阿里若想参考漫威模式构建IP宇宙，还需在内容深度上下功夫。互联网产业分析师张书乐指出，阿里的优势在于供应链，最佳路径或许是推动“万物皆可潮玩”的产业升级，而非单纯模仿现有模式。这场变局才刚刚开始，好运连得能否在拥挤的赛道中走远，最终还得看其能否真正读懂年轻人的心，并补齐线下运营的短板。","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":"","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 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