携“非遗+”新品亮相服贸会的泡泡玛特，如何看待出海未来

南方都市报09-11

9月9日至13日，2026年服贸会举办期间，泡泡玛特携“潮玩+非遗”的多款作品亮相。南都记者注意到，除了泡泡玛特，越来越多的潮玩企业、文创企业注重与中国传统文化的融合、或对中国传统文化的“二次开发”。　　泡泡玛特在服贸会上的核心展品是《SPACE MOLLY 景泰蓝》，该展品由国家级非物质文化遗产景泰蓝技艺北京代表性传承人徐嘉爽与泡泡玛特联合打造。作品巧妙融合了天干地支与星宿元素，将宇航服化作一幅...

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景泰蓝》。　　泡泡玛特国际集团相关负责人介绍，近年来，泡泡玛特围绕服务贸易中的文化创意，持续探索传统文化的当代表达，泡泡玛特旗下的多个IP也持续从传统文化中汲取创作灵感，比如，SKULLPANDA庭前墨梅系列以传统水墨的写意方式呈现梅花风骨，隐藏款“梅”的剪影还登上朱雀二号运载火箭箭体。　　上述负责人对南都记者表示，服贸会既是展示我们全球化成果的窗口，也是对接海外优质资源、观察国际市场变化的重要平台。在服贸会这一“舞台”上，传统文化不再停留在博物馆当中，而成为可感知、可体验的生动内容。借助当代商业的力量，传统文化在与潮玩IP结合中深入日常消费场景。“我们非常希望借助服贸会的平台，与海外文旅、零售、渠道及内容合作伙伴建立更深入的联系。”　　提及泡泡玛特的海外业务，其年中财报显示，上半年海外业务不及预期。对此，泡泡玛特方面曾表示，海外业务今年的同比表现确实面临一定压力，主要是去年LABUBU带来的高基数以及流量回归正常，但从经营质量来看，海外线下门店依然保持较好的客流和经营状态，公司对海外长期发展仍然有信心。　　当前海外业务的重点已经从过去相对强调开店速度和数量，转向更加注重门店质量和经营效率。一方面，公司会更加严格地评估门店的位置、面积和商务条件，对表现不佳的老店进行移位、升级和优化；另一方面，通过本地化团队建设、标准化运营体系、仓储物流优化以及供应链整合，降低人员、租金和物流等成本。同时，公司也在优化新品开发和备货节奏，减少因物流时效造成的空运等额外费用。　　总体而言，海外不会简单追求门店数量，而是希望通过更精细的运营，提高单店效率和盈利能力，夯实长期增长基础。　　此外，南都记者注意到，越来越多的潮玩企业加入了服贸会平台。围绕公司将如何培育业务可持续增长能力，泡泡玛特方面称，今年公司将2026年定义为“调整年”，核心并不是追求短期数字，而是通过治理和运营能力的优化，为长期增长打基础。过去一年高速增长也暴露出供应链、门店运营、商品管理、人才体系等方面的问题，因此公司今年更加关注组织健康度和经营基本功。组织层面进一步强化全球统一中台和区域团队协同，提升总部全球化能力，同时加强海外人才梯队建设；运营层面则围绕商品全链路、供应链信息化、全球物流、门店标准化等环节持续优化，提升对市场变化的前置应对能力。　　泡泡玛特希望通过这些内生能力的提升，让公司不断依靠IP运营能力、品牌能力和组织能力驱动增长。当内部体系更加成熟后，无论是进入新的国家和地区，还是拓展新的IP和业务，都能够更高效地复制已有经验，实现更健康、更可持续的外部增长。（文章来源：南方都市报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"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":1,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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