泡泡玛特没有投资晚晚女装，但品牌已逆势卖了一千万

蓝鲸新闻09-18

蓝鲸新闻9月18日讯近日，初代知名网红晚晚的个人服装品牌Wanwan Lei上线一个月销售额突破1000万，再度引发公众关注。与此同时，“泡泡玛特投了晚晚女装”等讨论甚嚣尘上。　　泡泡玛特确与晚晚夫妇有过交集。公开信息显示，晚晚及丈夫林瀚等人在2014年创立了木木美术馆，2020年该非营利美术馆拿到泡泡玛特的融资。天眼查信息显示，北京泡泡玛特文化创意有限公司持有木睦（北京）艺术顾问有限公司（木木...

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EQUITY \"A\" ACC","LU0345775950.USD":"NINETY ONE GSF ASIAN EQUITY \"A\" (USD) ACC"},"translate_title":"Pop Mart did not invest in Wanwan Women's Wear, but the brand has already sold ten million units against the trend.","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"09992":1.91,"PMRTY":1.91},"content_text":"蓝鲸新闻9月18日讯近日，初代知名网红晚晚的个人服装品牌Wanwan Lei上线一个月销售额突破1000万，再度引发公众关注。与此同时，“泡泡玛特投了晚晚女装”等讨论甚嚣尘上。　　泡泡玛特确与晚晚夫妇有过交集。公开信息显示，晚晚及丈夫林瀚等人在2014年创立了木木美术馆，2020年该非营利美术馆拿到泡泡玛特的融资。天眼查信息显示，北京泡泡玛特文化创意有限公司持有木睦（北京）艺术顾问有限公司（木木美术馆关联公司）10%的股份，为第二大股东。该公司第一大股东为林翰本人，此外其还获得了华兴新经济基金、前海母基金的投资。 　　值得一提的是，木木美术馆这笔投资是泡泡玛特历史上第一笔对外战略股权投资。这笔投资发生时，泡泡玛特尚在筹备港股IPO，其曾对媒体回应称“我们对与潮流艺术相关的内容和形式都有兴趣。”因此当时市场观点认为，泡泡玛特与木木美术馆的合作或与IP开发有关，该投资被视作泡泡玛特打通潮玩与当代艺术圈层的战略布局。　　2021年开始，泡泡玛特加速投资多家文化公司，包括动漫创作公司两点十分、泛二次元零售品牌猫星系、汉服品牌十三余等，持续为IP搭建完整生态。泡泡玛特对晚晚夫妇的投资正是其生态构建中的一环。　　而在热门讨论中，晚晚女装店铺的实际运营方是“杭州其硕品牌运营有限公司”，该公司与木睦（北京）艺术顾问有限公司、木木美术馆之间甚至晚晚夫妇之间均无直接股权关联，泡泡玛特未对晚晚女装品牌进行直接投资。　　不过，晚晚女装的市场表现确实不错，上线首月销售额突破千万，第一批现货基本在一天时间内全部售罄。店铺首页显示，Wanwan Lei已累计粉丝近45万，一月涨粉30万，超46%的人选择复购。 　　但销售额并能不代表真实收入，当下市场女装平均退货率依旧高达70%。Wanwan Lei的吊牌就做得很大，并因此遭遇吐槽，有网友直言“第一次见这么大的吊牌”，但也有人表示理解。 　　社交媒体上，网友关于晚晚女装的评价褒贬不一。有人称其面料舒服、简单大气、适合通勤，也有观点指其料子太薄、只适合很瘦的人穿。晚晚官宣入局女装之初，市场主流观点普遍感慨“太晚”，但现在微博上已经出现了#晚晚再坏的情况也会有转机# 之类的讨论，很多人依旧有对其保持期待。　　有意思的是，不止一位网友因为晒单夸奖晚晚的衣服被质疑是水军。作为一个独立女装品牌的发展，Wanwan Lei的未来显然仍有很长的路要走。 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