一年狂卖超4亿只！全球爆火“小玩偶”，背后的商业哲学→

央视财经03-28

近日，泡泡玛特国际集团创始人、董事长兼CEO王宁做客央视《对话》节目，围绕潮玩产业发展、情绪经济本质及全球IP布局等话题，分享了泡泡玛特从线下潮流集合店到全球潮玩领军企业的成长之路，揭秘了美好背后的商业逻辑与时代价值。　　访谈中，王宁直面“泡泡玛特生意看不懂”的疑问，坦言潮玩的核心并非单纯的情绪消费或收藏乐趣，“我们更关注的是这个产业或者这些艺术家的表达本身。我不认为艺术就非要是绘画、雕塑这些传统...

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Global explosion \"little doll\", the business philosophy behind it →","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PMRTY":1.98,"09992":1.98},"content_text":"近日，泡泡玛特国际集团创始人、董事长兼CEO王宁做客央视《对话》节目，围绕潮玩产业发展、情绪经济本质及全球IP布局等话题，分享了泡泡玛特从线下潮流集合店到全球潮玩领军企业的成长之路，揭秘了美好背后的商业逻辑与时代价值。　　访谈中，王宁直面“泡泡玛特生意看不懂”的疑问，坦言潮玩的核心并非单纯的情绪消费或收藏乐趣，“我们更关注的是这个产业或者这些艺术家的表达本身。我不认为艺术就非要是绘画、雕塑这些传统的艺术载体，小到一个杯子，它都是。”据透露，诞生20年的MOLLY已陪伴一代年轻人成长，2025年泡泡玛特全球卖出超4亿只潮流玩具，其中LABUBU单品销量突破1亿只，这样的成绩远超早期预期。　　回溯发展历程，王宁介绍，泡泡玛特2010年成立之初是涵盖多品类的线下潮流平台，2013年至2014年发现潮玩品类的独特价值后，果断“做减法”聚焦赛道。“任何一个小品类都可以诞生伟大公司，做好一件事就很不容易。”他强调，“尊重时间，尊重经营”是企业核心理念，“慢就是快、少就是多，要聚焦一件事情慢慢做，做到最好才能有竞争力。”　　针对“成年人为何需要玩具”的疑问，王宁给出他的解读：“小朋友喜欢九头身的芭比娃娃，因为他们想要长大；成年人喜欢三头身、两头身的潮玩，因为大家想要回到童年。”他认为，消费的核心是解决存在感与满足感，满足感很简单，就是拆盒几分钟带来的多巴胺，是产品带来的心灵抚慰，或是和朋友分享的乐趣，这种纯粹的情绪价值，正是当代人的精神需求。　　谈及企业核心竞争力，王宁公开泡泡玛特的“双壁垒”：硬壁垒是16年的细节运营积累，我们全世界的门店都坚持直营，拒绝加盟、批发等快速扩张方式；软壁垒是早期发掘行业头部艺术家，他们是稀缺资源，我们和他们一起开创了这个行业。他回忆与MOLLY艺术家王信明的合作，“2016年4月1日相遇时，我跟他说希望MOLLY一年能卖100万个，那时候都觉得不可能，如今一年能超过1000万个，很梦幻。”　　在全球化布局上，王宁提出“From the world To the world”理念，即“来自世界，再走向世界”。“我们不需要依赖传统元素走向全球，世界级的设计语言才能被广泛接纳。”他表示，中国强大的中国制造和巨大市场，是全球艺术家孵化IP的绝佳平台，LABUBU的全球走红便是最好的印证。未来，泡泡玛特北京小型乐园将持续迭代，LABUBU也将拍摄电影，“电影能增厚IP厚度，其场景、故事还能应用到乐园和产品开发，构建综合IP商业框架。”　　面对AI冲击与行业竞争，王宁坦言：“科技和技术让我们得以生存，但文化和艺术让我们找到生命的意义。”他强调，泡泡玛特的核心价值是传递美好与陪伴，不会被技术替代，“我们不干预艺术家创作，做好资源供给，让他们的表达充分呈现。”　　这场访谈折射出当代消费的底层逻辑：当物质需求满足后，人们愿意为心动、陪伴与美好买单。正如王宁所说，泡泡玛特的初心是“做一个有温度的品牌，让人们购买产品时觉得生活还挺好”，这份对美好的坚守，正是其持续成长的核心力量。（文章来源：央视财经）","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":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; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.0","shortVersion":"4.42.0","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2622838937","isCrawlerRequest":true}