三丽鸥在中国市场有何生意经？

同花顺10-31

羊城晚报记者戴曼曼10月28日深夜，三丽鸥(中国)在官方微博（WB）发声明，公司终止与日剧《VIVANT》的全部联名合作并致歉。10月29日上午，有网友发现这份道歉只出现在中文渠道，日本官网和海外账号一片安静，“三丽鸥未同步双语道歉”随即上热搜。10月29日下午，三丽鸥日本总部在官网发布中日双语声明，表示致歉并取消联名，并称将加强审核。两份“有间隔”的道歉背后，是三丽鸥在中国市场年入15亿元的...

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market?","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/5aec3fa37432af71647ada058efc9718","symbols_score_info":{"09992":1.85,"ONLN":0.6,"DRAG":0.6,"BABU":0.6,"BABW":0.6,"BABX":0.6,"BBYY":0.6,"09988":1.84,"BABO":0.6,"KBAB":0.6,"CLIX":0.6,"BABC":0.6,"PMRTY":1.85,"BABA":1.84,"ALBmain":0.6},"content_text":"羊城晚报记者戴曼曼10月28日深夜，三丽鸥(中国)在官方微博（WB）发声明，公司终止与日剧《VIVANT》的全部联名合作并致歉。10月29日上午，有网友发现这份道歉只出现在中文渠道，日本官网和海外账号一片安静，“三丽鸥未同步双语道歉”随即上热搜。10月29日下午，三丽鸥日本总部在官网发布中日双语声明，表示致歉并取消联名，并称将加强审核。两份“有间隔”的道歉背后，是三丽鸥在中国市场年入15亿元的生意经。三丽鸥离不开阿里鱼舆论追问的是“为什么只在中国道歉”，不妨从三丽鸥的财报说起。公开数据显示，三丽鸥2025财年(2025年4月—2026年3月)来自中国市场的收入约15.02亿元人民币，较上一财年增长约84%；2026年上半年中国市场收入7.81亿元人民币，同比增长超四成。一条值得留意的公开财报信息显示，2026财年三丽鸥商品销售收入首次冲到8.1亿元，反超IP授权约7亿元的规模，成为三丽鸥在中国的第一大收入来源。这意味着三丽鸥以往在中国大陆的收入，超过一半来自版权授权本身。授权不是它的营销手段，是它的主营收入科目。一个以授权为主业的公司，在授权对象的价值观把关上失手，冲击的不是某一款周边，而是整条授权链条的信用。说到三丽鸥，离不开它在中国合作的伙伴阿里鱼。公开信息显示，阿里鱼是阿里巴巴（BABA）集团旗下的IP运营管理与商业化开发平台，它成立于2016年，隶属阿里影业/阿里创新娱乐板块，也被称为国内最大的IP授权代理平台之一。或许更直白地理解，阿里鱼是连接版权方(IP方)与品牌商家的授权交易与全链路服务枢纽。三丽鸥在中国的授权，并不是品牌方逐一直接签约的散点模式。自2023起，阿里鱼获得三丽鸥旗下26个人气角色在中国大陆制造及销售商品的独家授权，合作期至2027年底。阿里鱼是阿里巴巴（BABA）旗下的IP运营与商业化平台，本质上是三丽鸥授权生意的分发基础设施。阿里鱼与三丽鸥召开2025合作伙伴大会时公开表示，仅2024年全年，超过200家品牌通过阿里鱼与三丽鸥家族达成授权合作，累计3万余款SKU投入市场；阿里鱼为三丽鸥导入的电商流量曝光超过33亿，推动三丽鸥电商渠道搜索热度同比增长110%。潮玩与零售合作最深羊城晚报记者简单梳理发现，200多家品牌分散在多个品类里，潮玩、零售、服饰、美妆是公开报道中合作密度最高的几个方向。其中，潮玩是第一梯队，合作深度和单品爆发力都最强。泡泡玛特（HK9992）与三丽鸥的合作自2022年起持续至今。公开信息显示，2026年3月，LABUBU与三丽鸥家族的“美梦奇遇记”搪胶盲盒上线即秒罄。零售场景的嵌入则以名创优品（HK9896）为代表。名创优品（HK9896）将三丽鸥列为持续深化合作的全球顶级IP，在其IP主题门店中，三丽鸥与迪士尼（DIS）、哈利.波特并列设有独立专区，单店上架IP产品超过3000个、库存量过万。换句话说，这种合作已经不是单款联名，而是把三丽鸥角色作为门店IP生态的一部分。茶饮是曝光频次最高的品类之一。公开报道中，喜茶、瑞幸咖啡均出现在三丽鸥的联名合作名单里。其他消费（883434）品方面，好利来与三丽鸥推出过联名商品。服饰板块最具标志性的是巴拉巴拉，今年9月，巴拉巴拉Hello Kitty主题店在上海西岸开业，成为服装行业首家IP门店。完美日记旗下的美妆品牌皮可熊也曾推出三丽鸥联名产品，而当前这个美妆子品牌被传正处于被完美日记出售的过程中。软萌外壳难掩价值失当三丽鸥在中国的生意结构决定了它不能把价值观审核当成某一款联名的附加项。因为IP的内核从来不只是可爱的形象，更是它向不同市场传递的价值共识。Hello Kitty、玉桂狗这些形象之所以能跨越国界俘获众多消费（883434）者，依托的是大众对纯真、善意的共情。当IP绑定歪曲历史的内容、触碰民族情感红线，再软萌的外壳也难以遮掩价值观上的失当。先后错开的两次致歉，是商业主体面对庞大中国市场、巨大授权收益作出的危机回应，但道歉不是“止损公式”，不能简单用来换取市场谅解。对靠授权生态安身立命的三丽鸥而言，真正的考验不在于声明发在哪个渠道、文字写得多么恳切，而在于能不能建立一套一以贯之、不分地域的价值标尺。一个IP或者说一个品牌能走多远，看的是下一次签约桌上，价值观审核有没有坐在主位。","kind":"highlight","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":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; 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