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难道是满清资本文化圈又盯上泡泡玛特了？

泡泡玛特新IP KeyA，为什么吵翻天？

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17:26","market":"hk","language":"zh","title":"泡泡玛特新IP KeyA，为什么吵翻天？","url":"https://stock-news.laohu8.com/highlight/detail?id=2618613725","media":"金错刀","summary":"几天前，泡泡玛特对外发布了新IP预热：KeyA，一个永远在“生成自我”的女孩。泡泡玛特的很多粉丝都看这个KeyA不爽，而且是全方位的不爽。在官方释放的消息中，在去年8月的2025年北京PTS潮玩展上，泡泡玛特携手艺术家陈嫣冉，首次推出了两款KeyA玩偶，现场反响热烈。泡泡玛特的IP团队注意到KeyA所蕴含的情感共鸣潜力，尤其是其与Z世代年轻人自我探索、成长的主题高度契合。有人则质疑KeyA的原画水平不足，为什么能被泡泡玛特签约。","content":"<html><body><div><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" initial=\"\" neue=\"\" nodeleaf=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/2e7b146a75c04ea6ad6db7de7293bb65\"/></p><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" gb=\"\" initial=\"\" justify=\"\" neue=\"\" nodeleaf=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><img arial=\"\" auto=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" none=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/3689687913fe430f82a0808b29652a3e\" ui=\"\" visible=\"\" yahei=\"\"/></p><p><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" leaf=\"\" neue=\"\" normal=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">几天前，<a href=\"https://laohu8.com/S/09992\">泡泡玛特</a>对外发布了新IP预热：KeyA，一个永远在“生成自我”的女孩。预告3月13日将推出KeyA未境之梦系列。</span></span></p><p><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" leaf=\"\" neue=\"\" normal=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特的很多粉丝都看这个KeyA不爽，而且是全方位的不爽。IP形象被认为和作者陈嫣冉本人过于相似；创作风格上，看出了伊藤润二、寺田克也等其他创作者的身影；永远“生成自我”的人设，被认为是作者的自我养成……</span></span></p><p><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" leaf=\"\" neue=\"\" normal=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这次失利不仅是单个新品的失败，更折射出潮玩行业从盲目追新回归理性，品牌若忽略用户共鸣与审美共识，再大的流量也难以转化为真正的市场认可。</span></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" right=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><span leaf=\"\"><span textstyle=\"\">作者 | 贾阳 罗立璇</span></span></span></p><p><span><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span leaf=\"\"><span textstyle=\"\">来源 | 20社（ID：</span><span textstyle=\"\">quancaijing_20she</span><span textstyle=\"\">）</span></span></span></span></p><p><span><span leaf=\"\"><span textstyle=\"\">金错刀（ijincuodao）授权转载</span></span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特IP的产品风格，正在集体往更无害、更柔软的方向迭代。KeyA是一个例外。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">很少能看到一个新IP塌得这么快，尤其出品方还是火遍全球的泡泡玛特。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">说新IP都不准确，因为这个IP还没正式推出。几天前，泡泡玛特对外发布了新IP预热：KeyA，一个永远在“生成自我”的女孩。预告3月13日将推出KeyA未境之梦系列。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特的很多粉丝都看这个KeyA不爽，而且是全方位的不爽。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">IP形象被认为和作者陈嫣冉本人过于相似；创作风格上，看出了伊藤润二、寺田克也等其他创作者的身影；永远“生成自我”的人设，被认为是作者的自我养成……</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/f5d9cf9110944b00ad8fa5e9f2671560\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">回头看，泡泡玛特近年来大火的IP角色，确实都很“轻”。它不需要宏大的叙事背景，而是通过明确的情绪氛围来吸引受众。这些IP的产品风格，正在集体往更无害、更柔软的方向迭代。当下的消费者确实更偏好这样的风格。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">KeyA不属于这个脉络。她搅动了这种审美共识，也被牵扯进了更大的社会情绪。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" gb=\"\" inherit=\"\" justify=\"\" neue=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><font face=\"宋体\"><font face=\"Calibri\"><span arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" gb=\"\" justify=\"\" leaf=\"\" margin-right:=\"\" neue=\"\" normal=\"\" para=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" text-align:=\"\" ui=\"\" visible=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/1637f3d9b1d34ad487280cb9ffb4fea1\" type=\"block\"/></span></font></font></p><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" neue=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><strong><span arial=\"\" background-color:=\"\" blinkmacsystemfont=\"\" bold=\"\" border-box=\"\" both=\"\" box-sizing:=\"\" break-word=\"\" caret-color:=\"\" center=\"\" clear:=\"\" color:=\"\" font-family:=\"\" font-size:=\"\" font-style:=\"\" font-variant-caps:=\"\" font-variant-ligatures:=\"\" font-weight:=\"\" gb=\"\" leaf=\"\" letter-spacing:=\"\" line-height:=\"\" margin:=\"\" max-width:=\"\" min-height:=\"\" neue=\"\" none=\"\" normal=\"\" orphans:=\"\" outline:=\"\" overflow-wrap:=\"\" padding:=\"\" para=\"\" pingfang=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" text-align:=\"\" text-decoration:=\"\" text-indent:=\"\" text-transform:=\"\" ui=\"\" visibility:=\"\" visible=\"\" white-space:=\"\" widows:=\"\" word-spacing:=\"\" yahei=\"\"><span textstyle=\"\">KeyA是谁？</span></span></strong></p><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" neue=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><strong><span arial=\"\" blinkmacsystemfont=\"\" bold=\"\" border-box=\"\" break-word=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\"><img src=\"https://static.tigerbbs.com/46c4b08bddfe48b3b049f39937309f46\"/></span></span></strong></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">如果去网上搜索KeyA，现在已经有了截然相反的两个版本，一个是官方信息中的，另一个则是网友们自己解读的。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">在官方释放的消息中，在去年8月的2025年北京PTS潮玩展上，泡泡玛特携手艺术家陈嫣冉，首次推出了两款KeyA玩偶，现场反响热烈。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/2f70bdcbef2840abb05ed675958e9e7d\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">网友反馈则有好有坏。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/63709033fd154f7ca08eb2cb82fb2b04\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特为什么会选择陈嫣冉合作呢？</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">在PTS潮玩展的采访中，陈嫣冉称，其独特的“自我生成”概念和灵动的视觉风格吸引了泡泡玛特的关注。泡泡玛特的IP团队注意到KeyA所蕴含的情感共鸣潜力，尤其是其与Z世代年轻人自我探索、成长的主题高度契合。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">双方就IP定位、开发方向及商业化路径达成共识，确定KeyA作为“开放式成长型IP”的核心定位。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">大半年后，KeyA设定终于完整，她被官方定义为一个永远在“生成自我”的女孩——不是一个被设定好性格、等待被喜爱的静态形象，而是一个在不断变化、探索自我的少女。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/39d01926f9aa4990854377020cccd43c\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">在官方的逻辑中，当下年轻人应该可以与KeyA产生情感投射：拒绝标签化，始终在自我探索、自我成长。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这种带有很强哲学意味的设定，在泡泡玛特以往的IP里不多见。比如大火的SKULLPANDA系列强调暗黑和多变性，LABUBU则是调皮、弱性别色彩的森林精灵，都有具体的性格。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特或许期待给受众一个更加“空”的形象，把一个开放式命题带给大家，她的成长或许会与消费者的期待关联起来。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/5a206c2ead8541f195519822e56a2e42\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这也是泡泡玛特少有的介于2.5-3次元的IP形象。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">去年看到PTS上的KeyA后，有自媒体甚至感慨，泡泡玛特终于从低幼风走出来了。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">不过，年轻人马上发现，KeyA其实投射的是作者本人，那个名叫陈嫣冉的北京姑娘。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/85c97b275a314582be47b3af621e1b8f\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">绝大多数人，此前并不了解这个微博粉丝只有几十万的年轻艺术家。但是，泡泡玛特带来了巨大的关注度。然后，陈嫣冉的故事也随之被发现。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">她的求学历程是这样的：</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">2005年生于北京。3岁就开始画画，13岁正式做插画创作，14岁就去了美国学艺术设计，16岁又去了日本京都深造漫画。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">在各种时尚媒体的报道中，标题包括“天才少女”，“19岁的老艺术家”。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">她的资源是这样的：</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">18岁在东京原宿举办个人首次画展，19岁和刘慈欣一起打造动漫厂牌，成为GUCCI合作史上最年轻的艺术家；20岁，也就是去年在北京798艺术区举办国内首次个展。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">以及过去一年多，解锁了众多时尚媒体的报道和拍摄。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">成绩方面：代表作《幻想塑料袋》《梦魔机器人》《虚构的自我》，收获了业内广泛认可。她的设计灵感，来自于日本恐怖漫画、法国实验电影里以及自己梦境。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/95d061d619ea402a8071e440b1c04bc7\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">但在作品被越来越多人关注之后，首先就有人质疑，KeyA身上布料过少。也有评论认为，她的设计中有太多其他前辈创作者的身影。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">与泡泡玛特合作官宣后，“我上我也行，我上我更行”的说法也逐渐多了起来，甚至有人在评论区放上了自己的作品。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">毕竟，在我们这个潮玩大国，</span></span><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">有很多年轻人能给各个潮玩公司做设计，市场上会用销售数据来选拔优秀设计师。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/ac6673265a7d4e6aa3f883acbfbc900a\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">“我创作的女性角色，跟我本人非常相似……那些形象就是我的无意识延伸。”</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这一直白表述，在去年被所有人忽略了，在今年却将KeyA和泡泡玛特卷入一个巨大的舆论漩涡。</span></span></p><p label=\"Powered by wxb-style.com\"><font by=\"\" para=\"\" wxb-style.com=\"\"><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" gb=\"\" inherit=\"\" neue=\"\" nodeleaf=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/cbf9805fe32647668040fb7c6e2f193d\"/></p><strong><span arial=\"\" blinkmacsystemfont=\"\" bold=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" leaf=\"\" line-height:=\"\" neue=\"\" normal=\"\" para=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" text-align:=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">KeyA为什么翻了个大的</span></span></strong><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" gb=\"\" neue=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span mpa-font-style=\"mm4ctbi31e9o\"><font><b><font arial=\"\" background-color:=\"\" blinkmacsystemfont=\"\" border-box=\"\" both=\"\" box-sizing:=\"\" break-word=\"\" caret-color:=\"\" center=\"\" clear:=\"\" color:=\"\" face=\"等线\" font-family:=\"\" font-size:=\"\" font-style:=\"\" font-variant-caps:=\"\" font-variant-ligatures:=\"\" font-weight:=\"\" gb=\"\" letter-spacing:=\"\" line-height:=\"\" margin:=\"\" max-width:=\"\" min-height:=\"\" neue=\"\" none=\"\" normal=\"\" orphans:=\"\" outline:=\"\" overflow-wrap:=\"\" padding:=\"\" para=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" text-align:=\"\" text-decoration:=\"\" text-indent:=\"\" text-transform:=\"\" ui=\"\" visibility:=\"\" visible=\"\" white-space:=\"\" widows:=\"\" word-spacing:=\"\" yahei=\"\"><span arial=\"\" blinkmacsystemfont=\"\" bold=\"\" border-box=\"\" break-word=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\"><img src=\"https://static.tigerbbs.com/46c4b08bddfe48b3b049f39937309f46\"/></span></span></font></b></font></span></p></font></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特应该不会想到，预热时相当有热度的KeyA，官宣却迎来了前所未有的负面反馈，评论区被质疑声淹没了。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">一开始的热评，只是对IP形象最直观的感受。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">“是从二游进修过吗？”一条热评指出，完全是成人视角的少女，似是而非的未来感和男性凝视感，根本不适合出现在泡泡玛特里。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/a40c5a263a624294803880058d942124\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">因为泡泡玛特原有的IP和盲盒受众，以女性为主，这些用户天然带着女性视角，所以疑惑：一个女创作者的作品，还是“自我生成”的机器人相关的概念，为什么还要穿肩膀开洞、腰开洞、突出三角区的紧身衣。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/706cb55cdbdb4fd799d50e99cb8ef6fd\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">有人则质疑KeyA的原画水平不足，为什么能被泡泡玛特签约。还有些对日本漫画有了解的用户，则表示KeyA疑似元素借鉴程度过高，“人山人海的”。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/9720c725672948db95bbceb56f851b52\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">而当用户开始探究创作者的身份背景，发现陈嫣冉的成长背景——05年北京人、频繁参与娱乐圈活动、登上多个时尚刊物封面、与Gucci合作、明星帮忙办展，更激烈的舆论争议被点燃了，质疑艺术水准不行，质疑履历是一路被镀金的，是“人造天才”。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">此外，大众更是被触动了“<a href=\"https://laohu8.com/S/300063\">天龙</a>人玩弄NPC”的敏感点。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/afc649e5bde04de7af08b6dd80780d60\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">于是，针对KeyA的评价就不再是一个纯艺术范围的事情了。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">一类评论认为，KeyA太像作者本人，尤其是标志性的兔牙，跟真人形象强相关，无法接受。简直是强行要求消费者为艺术家的自嬷买单。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">“谁要买素不相识的oc放家里？”KeyA在评论区变成了陈嫣冉的个人OC（Original Character，OC文化指爱好者通过约画、写文等方式“养成”自己的OC）。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/9fba90d5fc7b485a94dd229eaf1cb0d2\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特以往大火IP，多为形体夸张、动物化、二次元化的风格。真人形象过于鲜明，不利于营造可爱感、可把玩性、养娃体验。此前泡泡玛特也推出过真人形象IP叛桃，虽然在小圈子里颇受好评，但它的受众们也承认，“超喜欢叛桃系列，但确实不火”。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/03c3306e59d047d6b4fcb4460a9beaad\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">尤其是当真人形象背后，真的可能存在一个具体人类，用户很难放心地去安放自己的感情，反而有种被迫追星、被迫成为艺术家play一环的感受。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">还有一类评论，则开启了侦探模式，试图证明，天才是被“人造”出来的——</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">网友翻出KeyA的原画，认为脸部形象变化很大（不过泡泡玛特的宣传语称“外表与灵魂，不断修正、更新、重构”，弥补了这一点bug）。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/7fb93627e6d7489296eaed8682dd13cc\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">原画</span></span><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/34a9fe43ba8e44f39cac3e4050937490\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">潮玩实物</span></span><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">还有人认为，KeyA“原画细节不够”，“绘画和雕塑作品之间，水平差异太大”，怀疑是工作室团队的塑模赋予了更多灵魂。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/349dcedb07af40cb974545cba311089b\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这一指控，有些过于“先画靶，后射箭”。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">事实上，泡泡玛特跟艺术家签约时，往往并不是靠艺术家单打独斗完成绘画、形体设计、雕塑建模。通常情况下，艺术家们都专注在IP的二维设计上，IP的三维建模都是由泡泡玛特的PDC团队完成，双方共同确认最终的效果。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">据媒体和公开资料，泡泡玛特的IP孵化，往往需要经历粉丝社区测试、机器人商店测试和快闪店测试，通过真金白银的市场数据，来决定是否进行大规模量产。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">KeyA自从去年在PTS上亮相，大概率是经过这一系列市场测试的。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">但新IP迎来如此前所未有的负面舆论，卷入社会性的阶级争议，叠加受众对3次元IP的抵触心理，始料未及。贩卖情绪的公司，也无可避免受到社会情绪的backfire。</span></span></p><p><font by=\"\" para=\"\" wxb-style.com=\"\"><p><span arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" gb=\"\" initial=\"\" leaf=\"\" neue=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/f6712c5de96c4dfaa1a4d551622119c2\"/></span></p><p><strong><span arial=\"\" blinkmacsystemfont=\"\" bold=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" leaf=\"\" line-height:=\"\" margin:=\"\" neue=\"\" none=\"\" normal=\"\" para=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" text-indent:=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">受众到底想要什么？</span></span></strong></p><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" both=\"\" break-word=\"\" gb=\"\" inherit=\"\" neue=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><strong><span arial=\"\" blinkmacsystemfont=\"\" bold=\"\" border-box=\"\" break-word=\"\" gb=\"\" initial=\"\" leaf=\"\" neue=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\"><img src=\"https://static.tigerbbs.com/46c4b08bddfe48b3b049f39937309f46\"/></span></span></strong></p></font></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">那么，消费者究竟喜欢什么样的潮玩呢？</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">到今天，大家谈到情绪消费的时候，都会提到一个特点：离开现实，或者说逃避现实。潮玩、谷子、游戏等等当下火热的消费，都是一种载体，让年轻人能够短暂从现实世界脱离，在虚拟世界或者兴趣社群里重新寄托情感。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">王宁曾经在2020年的一次对谈中，以Molly为例，解释他认为的潮玩魅力：“Molly之所以能成为大家喜爱的形象，背后的逻辑更像是100个人心中有100个哈姆雷特，它把自己的灵魂掏空，你可以把你的灵魂装进去。”</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">他经常在面对媒体时，把泡泡玛特类比为唱片公司，他认为泡泡玛特是在将玩具作为载体，把艺术分发到大众渠道，提供陪伴价值。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">建立一个平台型的、系统性的，能把大量IP挖掘出来，把他们分发给适合受众的成熟方法论，是泡泡玛特最重要的任务。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">因此，我们就能理解泡泡玛特的新尝试。一个是，他们一直在挖掘和主流市场不同的潜力IP。王宁在《因为独特》里提到，“当别人都在找这种可爱的IP的时候，我们已经在找更有个性的IP了。”现当下，市场对于常见的“大眼萌娃”形象，不可谓不疲惫。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">KeyA，包括此前推出的“叛桃”，两者的形象更写实和成熟，都是试图在“可爱”这条路径以外的，新的风格尝试。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这也是王宁认为公司发展到了一定规模以后的必要任务：引领市场。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这个路线中最成功的案例，就是SKULLPANDA。如果仔细对比，会发现很多KeyA和SKULLPANDA在定位上的相似之处：SKULLPANDA的设计师熊喵，也同样是以自己为原型来进行人物设计，也同样偏好暗黑、科幻、先锋的风格。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">但以作者本人为灵感的SKULLPANDA，仍然是一种夸张化的形象表达。SP潮玩的灵魂张扬气质，大于对真人原型的<a href=\"https://laohu8.com/S/00992\">联想</a>。而这种独特气质、情绪才唤来了相似灵魂的用户。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">形象本身，应该成为用户沟通情绪的载体，而不是阻碍。这是泡泡玛特以往成功IP的共同点，也是KeyA陷入争议的一大原因。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/6422ae9a6ebb4d029543b00a9c9cbdd2\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">SKULLPANDA的设计师熊喵与初代系列</span></span><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">而且，熊喵本人在进入潮玩领域前，就有接近10年的游戏设计背景、创过业，既能设计，又能下厂，早期涂装开发都是自己亲自盯。她是当下潮玩设计圈少有的擅长画画、会3D开发、懂工艺、熟识材料的年轻艺术家。这比KeyA设计师的履历更让大众信服。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">不过，也有业内人士对我们表示，看到KeyA这样的风格，以为会做成可动关节玩偶，要吸引以前没那么重点营销的男性市场，如果做成盲盒反而是产品部的失误。因为，男性受众尤其是玩传统模型的，很多就喜欢真人形象。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这或许是泡泡玛特拓展男性受众的一次尝试。但显然，原有的受众群体对此表示，不接受。这和泡泡玛特此前费尽功夫才开拓成功的女性市场，形成错位。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">更重要的是，即使泡泡玛特在尝试多种风格，从今天回头看，泡泡玛特的IP角色，确实都很“轻”。它不需要宏大的叙事背景，而是通过明确的情绪氛围来吸引受众。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">并且，这些IP的产品风格，正在集体往更无害、更柔软的方向迭代。这不是一种批评，而是说，当下的消费者确实更偏好这样的风格。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">其中热度最高的Labubu、<a href=\"https://laohu8.com/S/300256\">星星</a>人、CryBaby，甚至SKULLPANDA，也都经历了类似的改造。比如Labubu，一开始的形象更瘦、更危险和张扬，诠释的就是森林里的小怪物；而经历过毛绒改造以后，属于“胖”了一圈，更柔软，更有亲近感。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">而最近的新“顶流”星星人，甚至还多了一些笨拙，在乐园里的形象也是以懵懂、臭屁，走路你还担心他下不了楼梯的感觉而出圈。不少人喜欢它的原因，就是它的“内向笨小孩”叙事。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/ca10833d8d8f40bc8743a07e7fbf9b26\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">SKULLPANDA，在推出第四代的时候，还引起了一波争论。有粉丝指出，SKULLPANDA从“暗黑”“奶拽”转向“甜蜜”，风格大幅度转变丢掉了原本的特质，很多老粉不会买单。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">但是，以粉色为主色调的“温度”系列，还是重新吸引到了更多粉丝。一位消费者评论，“即使我以前不买潮玩，我也觉得这个系列非常好看”。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这背后牵涉的，可能是泡泡玛特对自己品牌的定位问题。与之能形成对比的，是<a href=\"https://laohu8.com/S/DIS\">迪士尼</a>对自己的电影的定位，毋庸置疑的合家欢电影。合家欢电影的定位，就是每一个走进电影院的人，都知道他们能够获得一个Happy Ending。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特想不想要继续维护当下已经形成了的用户认知？这可能是下一阶段需要思考的问题。</span></span></p><p><em arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" neue=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span><em><span><span leaf=\"\"><span textstyle=\"\">图片来源于网络，侵权请联系删除</span></span></span></em></span></em></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><strong><span><span leaf=\"\"><span textstyle=\"\">@The End</span></span></span></strong></p><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/ebb45faa4bbc4b198f747d0511b0ade3\"/></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/c46347700a954025899743b0cee51142\" type=\"block\"/></p><p><span><img src=\"https://static.tigerbbs.com/b7d5e35caa96488a91566baedc6348b2\"/></span></p><p><span><img src=\"https://static.tigerbbs.com/f26378d1822e47eeaf9cd2b9020a7701\"/></span></p><p><span><img src=\"https://static.tigerbbs.com/25757ef224e647d99ba4fb16d3b4b173\"/></span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/ba6d4b53a889400787243fecfb335a7e\"/></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/dc46822c14ed4dc5ac22886706214a5b\"/></p></div></body></html>","source":"weixin_highlight","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>泡泡玛特新IP KeyA，为什么吵翻天？</title>\n<style 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margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n泡泡玛特新IP KeyA，为什么吵翻天？\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/1023100042\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/bd95e24719f249c0bbc96822817a73e4);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">金错刀 </p>\n<p class=\"h-time\">2026-03-12 17:26</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<html><body><div><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" initial=\"\" neue=\"\" nodeleaf=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/2e7b146a75c04ea6ad6db7de7293bb65\"/></p><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" gb=\"\" initial=\"\" justify=\"\" neue=\"\" nodeleaf=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><img arial=\"\" auto=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" none=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/3689687913fe430f82a0808b29652a3e\" ui=\"\" visible=\"\" yahei=\"\"/></p><p><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" leaf=\"\" neue=\"\" normal=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">几天前，<a href=\"https://laohu8.com/S/09992\">泡泡玛特</a>对外发布了新IP预热：KeyA，一个永远在“生成自我”的女孩。预告3月13日将推出KeyA未境之梦系列。</span></span></p><p><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" leaf=\"\" neue=\"\" normal=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特的很多粉丝都看这个KeyA不爽，而且是全方位的不爽。IP形象被认为和作者陈嫣冉本人过于相似；创作风格上，看出了伊藤润二、寺田克也等其他创作者的身影；永远“生成自我”的人设，被认为是作者的自我养成……</span></span></p><p><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" leaf=\"\" neue=\"\" normal=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这次失利不仅是单个新品的失败，更折射出潮玩行业从盲目追新回归理性，品牌若忽略用户共鸣与审美共识，再大的流量也难以转化为真正的市场认可。</span></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" right=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><span leaf=\"\"><span textstyle=\"\">作者 | 贾阳 罗立璇</span></span></span></p><p><span><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span leaf=\"\"><span textstyle=\"\">来源 | 20社（ID：</span><span textstyle=\"\">quancaijing_20she</span><span textstyle=\"\">）</span></span></span></span></p><p><span><span leaf=\"\"><span textstyle=\"\">金错刀（ijincuodao）授权转载</span></span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特IP的产品风格，正在集体往更无害、更柔软的方向迭代。KeyA是一个例外。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">很少能看到一个新IP塌得这么快，尤其出品方还是火遍全球的泡泡玛特。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">说新IP都不准确，因为这个IP还没正式推出。几天前，泡泡玛特对外发布了新IP预热：KeyA，一个永远在“生成自我”的女孩。预告3月13日将推出KeyA未境之梦系列。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特的很多粉丝都看这个KeyA不爽，而且是全方位的不爽。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">IP形象被认为和作者陈嫣冉本人过于相似；创作风格上，看出了伊藤润二、寺田克也等其他创作者的身影；永远“生成自我”的人设，被认为是作者的自我养成……</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/f5d9cf9110944b00ad8fa5e9f2671560\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">回头看，泡泡玛特近年来大火的IP角色，确实都很“轻”。它不需要宏大的叙事背景，而是通过明确的情绪氛围来吸引受众。这些IP的产品风格，正在集体往更无害、更柔软的方向迭代。当下的消费者确实更偏好这样的风格。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">KeyA不属于这个脉络。她搅动了这种审美共识，也被牵扯进了更大的社会情绪。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" gb=\"\" inherit=\"\" justify=\"\" neue=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><font face=\"宋体\"><font face=\"Calibri\"><span arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" gb=\"\" justify=\"\" leaf=\"\" margin-right:=\"\" neue=\"\" normal=\"\" para=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" text-align:=\"\" ui=\"\" visible=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/1637f3d9b1d34ad487280cb9ffb4fea1\" type=\"block\"/></span></font></font></p><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" neue=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><strong><span arial=\"\" background-color:=\"\" blinkmacsystemfont=\"\" bold=\"\" border-box=\"\" both=\"\" box-sizing:=\"\" break-word=\"\" caret-color:=\"\" center=\"\" clear:=\"\" color:=\"\" font-family:=\"\" font-size:=\"\" font-style:=\"\" font-variant-caps:=\"\" font-variant-ligatures:=\"\" font-weight:=\"\" gb=\"\" leaf=\"\" letter-spacing:=\"\" line-height:=\"\" margin:=\"\" max-width:=\"\" min-height:=\"\" neue=\"\" none=\"\" normal=\"\" orphans:=\"\" outline:=\"\" overflow-wrap:=\"\" padding:=\"\" para=\"\" pingfang=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" text-align:=\"\" text-decoration:=\"\" text-indent:=\"\" text-transform:=\"\" ui=\"\" visibility:=\"\" visible=\"\" white-space:=\"\" widows:=\"\" word-spacing:=\"\" yahei=\"\"><span textstyle=\"\">KeyA是谁？</span></span></strong></p><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" neue=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><strong><span arial=\"\" blinkmacsystemfont=\"\" bold=\"\" border-box=\"\" break-word=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\"><img src=\"https://static.tigerbbs.com/46c4b08bddfe48b3b049f39937309f46\"/></span></span></strong></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">如果去网上搜索KeyA，现在已经有了截然相反的两个版本，一个是官方信息中的，另一个则是网友们自己解读的。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">在官方释放的消息中，在去年8月的2025年北京PTS潮玩展上，泡泡玛特携手艺术家陈嫣冉，首次推出了两款KeyA玩偶，现场反响热烈。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/2f70bdcbef2840abb05ed675958e9e7d\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">网友反馈则有好有坏。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/63709033fd154f7ca08eb2cb82fb2b04\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特为什么会选择陈嫣冉合作呢？</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">在PTS潮玩展的采访中，陈嫣冉称，其独特的“自我生成”概念和灵动的视觉风格吸引了泡泡玛特的关注。泡泡玛特的IP团队注意到KeyA所蕴含的情感共鸣潜力，尤其是其与Z世代年轻人自我探索、成长的主题高度契合。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">双方就IP定位、开发方向及商业化路径达成共识，确定KeyA作为“开放式成长型IP”的核心定位。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">大半年后，KeyA设定终于完整，她被官方定义为一个永远在“生成自我”的女孩——不是一个被设定好性格、等待被喜爱的静态形象，而是一个在不断变化、探索自我的少女。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/39d01926f9aa4990854377020cccd43c\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">在官方的逻辑中，当下年轻人应该可以与KeyA产生情感投射：拒绝标签化，始终在自我探索、自我成长。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这种带有很强哲学意味的设定，在泡泡玛特以往的IP里不多见。比如大火的SKULLPANDA系列强调暗黑和多变性，LABUBU则是调皮、弱性别色彩的森林精灵，都有具体的性格。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特或许期待给受众一个更加“空”的形象，把一个开放式命题带给大家，她的成长或许会与消费者的期待关联起来。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/5a206c2ead8541f195519822e56a2e42\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这也是泡泡玛特少有的介于2.5-3次元的IP形象。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">去年看到PTS上的KeyA后，有自媒体甚至感慨，泡泡玛特终于从低幼风走出来了。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">不过，年轻人马上发现，KeyA其实投射的是作者本人，那个名叫陈嫣冉的北京姑娘。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/85c97b275a314582be47b3af621e1b8f\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">绝大多数人，此前并不了解这个微博粉丝只有几十万的年轻艺术家。但是，泡泡玛特带来了巨大的关注度。然后，陈嫣冉的故事也随之被发现。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">她的求学历程是这样的：</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">2005年生于北京。3岁就开始画画，13岁正式做插画创作，14岁就去了美国学艺术设计，16岁又去了日本京都深造漫画。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">在各种时尚媒体的报道中，标题包括“天才少女”，“19岁的老艺术家”。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">她的资源是这样的：</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">18岁在东京原宿举办个人首次画展，19岁和刘慈欣一起打造动漫厂牌，成为GUCCI合作史上最年轻的艺术家；20岁，也就是去年在北京798艺术区举办国内首次个展。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">以及过去一年多，解锁了众多时尚媒体的报道和拍摄。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">成绩方面：代表作《幻想塑料袋》《梦魔机器人》《虚构的自我》，收获了业内广泛认可。她的设计灵感，来自于日本恐怖漫画、法国实验电影里以及自己梦境。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/95d061d619ea402a8071e440b1c04bc7\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">但在作品被越来越多人关注之后，首先就有人质疑，KeyA身上布料过少。也有评论认为，她的设计中有太多其他前辈创作者的身影。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">与泡泡玛特合作官宣后，“我上我也行，我上我更行”的说法也逐渐多了起来，甚至有人在评论区放上了自己的作品。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">毕竟，在我们这个潮玩大国，</span></span><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">有很多年轻人能给各个潮玩公司做设计，市场上会用销售数据来选拔优秀设计师。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/ac6673265a7d4e6aa3f883acbfbc900a\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">“我创作的女性角色，跟我本人非常相似……那些形象就是我的无意识延伸。”</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这一直白表述，在去年被所有人忽略了，在今年却将KeyA和泡泡玛特卷入一个巨大的舆论漩涡。</span></span></p><p label=\"Powered by wxb-style.com\"><font by=\"\" para=\"\" wxb-style.com=\"\"><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" gb=\"\" inherit=\"\" neue=\"\" nodeleaf=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/cbf9805fe32647668040fb7c6e2f193d\"/></p><strong><span arial=\"\" blinkmacsystemfont=\"\" bold=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" leaf=\"\" line-height:=\"\" neue=\"\" normal=\"\" para=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" text-align:=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">KeyA为什么翻了个大的</span></span></strong><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" gb=\"\" neue=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span mpa-font-style=\"mm4ctbi31e9o\"><font><b><font arial=\"\" background-color:=\"\" blinkmacsystemfont=\"\" border-box=\"\" both=\"\" box-sizing:=\"\" break-word=\"\" caret-color:=\"\" center=\"\" clear:=\"\" color:=\"\" face=\"等线\" font-family:=\"\" font-size:=\"\" font-style:=\"\" font-variant-caps:=\"\" font-variant-ligatures:=\"\" font-weight:=\"\" gb=\"\" letter-spacing:=\"\" line-height:=\"\" margin:=\"\" max-width:=\"\" min-height:=\"\" neue=\"\" none=\"\" normal=\"\" orphans:=\"\" outline:=\"\" overflow-wrap:=\"\" padding:=\"\" para=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" text-align:=\"\" text-decoration:=\"\" text-indent:=\"\" text-transform:=\"\" ui=\"\" visibility:=\"\" visible=\"\" white-space:=\"\" widows:=\"\" word-spacing:=\"\" yahei=\"\"><span arial=\"\" blinkmacsystemfont=\"\" bold=\"\" border-box=\"\" break-word=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\"><img src=\"https://static.tigerbbs.com/46c4b08bddfe48b3b049f39937309f46\"/></span></span></font></b></font></span></p></font></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特应该不会想到，预热时相当有热度的KeyA，官宣却迎来了前所未有的负面反馈，评论区被质疑声淹没了。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">一开始的热评，只是对IP形象最直观的感受。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">“是从二游进修过吗？”一条热评指出，完全是成人视角的少女，似是而非的未来感和男性凝视感，根本不适合出现在泡泡玛特里。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/a40c5a263a624294803880058d942124\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">因为泡泡玛特原有的IP和盲盒受众，以女性为主，这些用户天然带着女性视角，所以疑惑：一个女创作者的作品，还是“自我生成”的机器人相关的概念，为什么还要穿肩膀开洞、腰开洞、突出三角区的紧身衣。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/706cb55cdbdb4fd799d50e99cb8ef6fd\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">有人则质疑KeyA的原画水平不足，为什么能被泡泡玛特签约。还有些对日本漫画有了解的用户，则表示KeyA疑似元素借鉴程度过高，“人山人海的”。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/9720c725672948db95bbceb56f851b52\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">而当用户开始探究创作者的身份背景，发现陈嫣冉的成长背景——05年北京人、频繁参与娱乐圈活动、登上多个时尚刊物封面、与Gucci合作、明星帮忙办展，更激烈的舆论争议被点燃了，质疑艺术水准不行，质疑履历是一路被镀金的，是“人造天才”。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">此外，大众更是被触动了“<a href=\"https://laohu8.com/S/300063\">天龙</a>人玩弄NPC”的敏感点。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/afc649e5bde04de7af08b6dd80780d60\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">于是，针对KeyA的评价就不再是一个纯艺术范围的事情了。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">一类评论认为，KeyA太像作者本人，尤其是标志性的兔牙，跟真人形象强相关，无法接受。简直是强行要求消费者为艺术家的自嬷买单。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">“谁要买素不相识的oc放家里？”KeyA在评论区变成了陈嫣冉的个人OC（Original Character，OC文化指爱好者通过约画、写文等方式“养成”自己的OC）。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/9fba90d5fc7b485a94dd229eaf1cb0d2\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特以往大火IP，多为形体夸张、动物化、二次元化的风格。真人形象过于鲜明，不利于营造可爱感、可把玩性、养娃体验。此前泡泡玛特也推出过真人形象IP叛桃，虽然在小圈子里颇受好评，但它的受众们也承认，“超喜欢叛桃系列，但确实不火”。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/03c3306e59d047d6b4fcb4460a9beaad\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">尤其是当真人形象背后，真的可能存在一个具体人类，用户很难放心地去安放自己的感情，反而有种被迫追星、被迫成为艺术家play一环的感受。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">还有一类评论，则开启了侦探模式，试图证明，天才是被“人造”出来的——</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">网友翻出KeyA的原画，认为脸部形象变化很大（不过泡泡玛特的宣传语称“外表与灵魂，不断修正、更新、重构”，弥补了这一点bug）。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/7fb93627e6d7489296eaed8682dd13cc\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">原画</span></span><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/34a9fe43ba8e44f39cac3e4050937490\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">潮玩实物</span></span><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">还有人认为，KeyA“原画细节不够”，“绘画和雕塑作品之间，水平差异太大”，怀疑是工作室团队的塑模赋予了更多灵魂。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/349dcedb07af40cb974545cba311089b\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这一指控，有些过于“先画靶，后射箭”。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">事实上，泡泡玛特跟艺术家签约时，往往并不是靠艺术家单打独斗完成绘画、形体设计、雕塑建模。通常情况下，艺术家们都专注在IP的二维设计上，IP的三维建模都是由泡泡玛特的PDC团队完成，双方共同确认最终的效果。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">据媒体和公开资料，泡泡玛特的IP孵化，往往需要经历粉丝社区测试、机器人商店测试和快闪店测试，通过真金白银的市场数据，来决定是否进行大规模量产。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">KeyA自从去年在PTS上亮相，大概率是经过这一系列市场测试的。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">但新IP迎来如此前所未有的负面舆论，卷入社会性的阶级争议，叠加受众对3次元IP的抵触心理，始料未及。贩卖情绪的公司，也无可避免受到社会情绪的backfire。</span></span></p><p><font by=\"\" para=\"\" wxb-style.com=\"\"><p><span arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" gb=\"\" initial=\"\" leaf=\"\" neue=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/f6712c5de96c4dfaa1a4d551622119c2\"/></span></p><p><strong><span arial=\"\" blinkmacsystemfont=\"\" bold=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" leaf=\"\" line-height:=\"\" margin:=\"\" neue=\"\" none=\"\" normal=\"\" para=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" text-indent:=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">受众到底想要什么？</span></span></strong></p><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" both=\"\" break-word=\"\" gb=\"\" inherit=\"\" neue=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><strong><span arial=\"\" blinkmacsystemfont=\"\" bold=\"\" border-box=\"\" break-word=\"\" gb=\"\" initial=\"\" leaf=\"\" neue=\"\" none=\"\" normal=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\"><img src=\"https://static.tigerbbs.com/46c4b08bddfe48b3b049f39937309f46\"/></span></span></strong></p></font></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">那么，消费者究竟喜欢什么样的潮玩呢？</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">到今天，大家谈到情绪消费的时候，都会提到一个特点：离开现实，或者说逃避现实。潮玩、谷子、游戏等等当下火热的消费，都是一种载体，让年轻人能够短暂从现实世界脱离，在虚拟世界或者兴趣社群里重新寄托情感。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">王宁曾经在2020年的一次对谈中，以Molly为例，解释他认为的潮玩魅力：“Molly之所以能成为大家喜爱的形象，背后的逻辑更像是100个人心中有100个哈姆雷特，它把自己的灵魂掏空，你可以把你的灵魂装进去。”</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">他经常在面对媒体时，把泡泡玛特类比为唱片公司，他认为泡泡玛特是在将玩具作为载体，把艺术分发到大众渠道，提供陪伴价值。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">建立一个平台型的、系统性的，能把大量IP挖掘出来，把他们分发给适合受众的成熟方法论，是泡泡玛特最重要的任务。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">因此，我们就能理解泡泡玛特的新尝试。一个是，他们一直在挖掘和主流市场不同的潜力IP。王宁在《因为独特》里提到，“当别人都在找这种可爱的IP的时候，我们已经在找更有个性的IP了。”现当下，市场对于常见的“大眼萌娃”形象，不可谓不疲惫。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">KeyA，包括此前推出的“叛桃”，两者的形象更写实和成熟，都是试图在“可爱”这条路径以外的，新的风格尝试。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这也是王宁认为公司发展到了一定规模以后的必要任务：引领市场。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这个路线中最成功的案例，就是SKULLPANDA。如果仔细对比，会发现很多KeyA和SKULLPANDA在定位上的相似之处：SKULLPANDA的设计师熊喵，也同样是以自己为原型来进行人物设计，也同样偏好暗黑、科幻、先锋的风格。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">但以作者本人为灵感的SKULLPANDA，仍然是一种夸张化的形象表达。SP潮玩的灵魂张扬气质，大于对真人原型的<a href=\"https://laohu8.com/S/00992\">联想</a>。而这种独特气质、情绪才唤来了相似灵魂的用户。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">形象本身，应该成为用户沟通情绪的载体，而不是阻碍。这是泡泡玛特以往成功IP的共同点，也是KeyA陷入争议的一大原因。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/6422ae9a6ebb4d029543b00a9c9cbdd2\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">SKULLPANDA的设计师熊喵与初代系列</span></span><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">而且，熊喵本人在进入潮玩领域前，就有接近10年的游戏设计背景、创过业，既能设计，又能下厂，早期涂装开发都是自己亲自盯。她是当下潮玩设计圈少有的擅长画画、会3D开发、懂工艺、熟识材料的年轻艺术家。这比KeyA设计师的履历更让大众信服。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">不过，也有业内人士对我们表示，看到KeyA这样的风格，以为会做成可动关节玩偶，要吸引以前没那么重点营销的男性市场，如果做成盲盒反而是产品部的失误。因为，男性受众尤其是玩传统模型的，很多就喜欢真人形象。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这或许是泡泡玛特拓展男性受众的一次尝试。但显然，原有的受众群体对此表示，不接受。这和泡泡玛特此前费尽功夫才开拓成功的女性市场，形成错位。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">更重要的是，即使泡泡玛特在尝试多种风格，从今天回头看，泡泡玛特的IP角色，确实都很“轻”。它不需要宏大的叙事背景，而是通过明确的情绪氛围来吸引受众。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">并且，这些IP的产品风格，正在集体往更无害、更柔软的方向迭代。这不是一种批评，而是说，当下的消费者确实更偏好这样的风格。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">其中热度最高的Labubu、<a href=\"https://laohu8.com/S/300256\">星星</a>人、CryBaby，甚至SKULLPANDA，也都经历了类似的改造。比如Labubu，一开始的形象更瘦、更危险和张扬，诠释的就是森林里的小怪物；而经历过毛绒改造以后，属于“胖”了一圈，更柔软，更有亲近感。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">而最近的新“顶流”星星人，甚至还多了一些笨拙，在乐园里的形象也是以懵懂、臭屁，走路你还担心他下不了楼梯的感觉而出圈。不少人喜欢它的原因，就是它的“内向笨小孩”叙事。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/ca10833d8d8f40bc8743a07e7fbf9b26\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">SKULLPANDA，在推出第四代的时候，还引起了一波争论。有粉丝指出，SKULLPANDA从“暗黑”“奶拽”转向“甜蜜”，风格大幅度转变丢掉了原本的特质，很多老粉不会买单。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">但是，以粉色为主色调的“温度”系列，还是重新吸引到了更多粉丝。一位消费者评论，“即使我以前不买潮玩，我也觉得这个系列非常好看”。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">这背后牵涉的，可能是泡泡玛特对自己品牌的定位问题。与之能形成对比的，是<a href=\"https://laohu8.com/S/DIS\">迪士尼</a>对自己的电影的定位，毋庸置疑的合家欢电影。合家欢电影的定位，就是每一个走进电影院的人，都知道他们能够获得一个Happy Ending。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">泡泡玛特想不想要继续维护当下已经形成了的用户认知？这可能是下一阶段需要思考的问题。</span></span></p><p><em arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" neue=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span><em><span><span leaf=\"\"><span textstyle=\"\">图片来源于网络，侵权请联系删除</span></span></span></em></span></em></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><strong><span><span leaf=\"\"><span textstyle=\"\">@The End</span></span></span></strong></p><p arial=\"\" blinkmacsystemfont=\"\" border-box=\"\" break-word=\"\" gb=\"\" neue=\"\" nodeleaf=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/ebb45faa4bbc4b198f747d0511b0ade3\"/></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/c46347700a954025899743b0cee51142\" type=\"block\"/></p><p><span><img src=\"https://static.tigerbbs.com/b7d5e35caa96488a91566baedc6348b2\"/></span></p><p><span><img src=\"https://static.tigerbbs.com/f26378d1822e47eeaf9cd2b9020a7701\"/></span></p><p><span><img src=\"https://static.tigerbbs.com/25757ef224e647d99ba4fb16d3b4b173\"/></span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/ba6d4b53a889400787243fecfb335a7e\"/></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/dc46822c14ed4dc5ac22886706214a5b\"/></p></div></body></html>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"IE00B3T34201.USD":"BNY MELLON GLOBAL EQUITY INCOME \"B\" (USD) INC","LU1481600234.SGD":"THREADNEEDLE (LUX) UK EQUITY INCOME \"ASC\" (SGDHDG) INC","LU0499858438.USD":"NINETY ONE GSF ASIA PACIFIC EQUITY OPPORTUNITIES \"A\" (USD) INC","LU0327786744.USD":"Janus Henderson Horizon China Opportunities A2 USD","PMRTY":"Pop Mart International Group Limited","LU0359201885.HKD":"BGF CHINA \"A2\" (HKD) ACC","LU0345776255.USD":"NINETY ONE GSF ASIAN EQUITY \"A\" (USD) INC","LU0348766576.USD":"ALLIANZ LITTLE DRAGONS \"A\" (USD) INC","LU0039217434.USD":"HSBC GIF CHINESE EQUITY \"AD\" INC","LU0345775950.USD":"NINETY ONE GSF ASIAN 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SGD-H","IE0034224299.USD":"PINEBRIDGE ASIA EX JAPAN EQUITY \"A\" (USD) ACC","LU0611395673.USD":"NINETY ONE GSF EMERGING MARKETS EQUITY \"A\" (USD) ACC","LU1770036033.HKD":"NINETY ONE GSF ASIAN EQUITY \"A\" (HKD) ACC","LU1023057109.AUD":"BGF CHINA \"A2\" (AUDHDG) ACC","LU2463526074.USD":"NORDEA 1 - GLOBAL CLIMATE ENGAGEMENT \"BP\" (USD) ACC","LU1880383440.USD":"AMUNDI FUNDS CHINA EQUITY \"A2\" (USD) INC","BK1224":"专卖店","LU0572944931.SGD":"Janus Henderson Horizon China Opportunities A2 SGD","LU1481599808.USD":"THREADNEEDLE (LUX) UK EQUITY INCOME \"AUC\" (USDHDG) INC","LU1481107354.HKD":"HSBC GIF HONG KONG EQUITY \"AD\" (HKD) INC","LU0231483743.USD":"abrdn SICAV I - ALL CHINA SUSTAINABLE EQUITY \"A\" (USD) ACC","LU0149721374.USD":"HSBC GIF HONG KONG EQUITY \"AD\" INC","LU2543165471.USD":"E FUND (HK) GLOBAL QUALITY GROWTH \"A\" (USD) ACC","LU1169589451.USD":"ALLSPRING (LUX)  U.S. SELECT EQUITY \"A\" (USD) ACC","SGXZ86797644.SGD":"MAYBANK ASIAN GROWTH AND INCOME-I \"A\" (SGDHDG) INC","LU0531971595.HKD":"HSBC GIF CHINESE EQUITY \"AD\" (HKD) INC","SG9999001069.SGD":"UOB UNITED ASIA PACIFIC GROWTH (SGD) ACC","BK4588":"碎股","LU0871576103.HKD":"HSBC GIF CHINESE EQUITY \"AC\" (HKD) ACC","LU0164865239.USD":"HSBC GIF CHINESE EQUITY \"AC\" (USD) ACC","09992":"泡泡玛特"},"source_url":"http://mp.weixin.qq.com/s?__biz=MzUzNDY0NzQwMQ==&mid=2248166823&idx=2&sn=bf4ba8419378e05cc15ffd6307b6793d&chksm=f84b45c73a95658fdb3cb903c3566629783ad34a7b0f04ca1aa448a94fb8747fef3ba96aed16&scene=0#rd","is_english":false,"share_image_url":"https://static.laohu8.com/ecd74548980bc5b366aa8f4b37ed0bd5","article_id":"2618613725","content_text":"几天前，泡泡玛特对外发布了新IP预热：KeyA，一个永远在“生成自我”的女孩。预告3月13日将推出KeyA未境之梦系列。泡泡玛特的很多粉丝都看这个KeyA不爽，而且是全方位的不爽。IP形象被认为和作者陈嫣冉本人过于相似；创作风格上，看出了伊藤润二、寺田克也等其他创作者的身影；永远“生成自我”的人设，被认为是作者的自我养成……这次失利不仅是单个新品的失败，更折射出潮玩行业从盲目追新回归理性，品牌若忽略用户共鸣与审美共识，再大的流量也难以转化为真正的市场认可。作者 | 贾阳 罗立璇来源 | 20社（ID：quancaijing_20she）金错刀（ijincuodao）授权转载泡泡玛特IP的产品风格，正在集体往更无害、更柔软的方向迭代。KeyA是一个例外。很少能看到一个新IP塌得这么快，尤其出品方还是火遍全球的泡泡玛特。说新IP都不准确，因为这个IP还没正式推出。几天前，泡泡玛特对外发布了新IP预热：KeyA，一个永远在“生成自我”的女孩。预告3月13日将推出KeyA未境之梦系列。泡泡玛特的很多粉丝都看这个KeyA不爽，而且是全方位的不爽。IP形象被认为和作者陈嫣冉本人过于相似；创作风格上，看出了伊藤润二、寺田克也等其他创作者的身影；永远“生成自我”的人设，被认为是作者的自我养成……回头看，泡泡玛特近年来大火的IP角色，确实都很“轻”。它不需要宏大的叙事背景，而是通过明确的情绪氛围来吸引受众。这些IP的产品风格，正在集体往更无害、更柔软的方向迭代。当下的消费者确实更偏好这样的风格。KeyA不属于这个脉络。她搅动了这种审美共识，也被牵扯进了更大的社会情绪。KeyA是谁？如果去网上搜索KeyA，现在已经有了截然相反的两个版本，一个是官方信息中的，另一个则是网友们自己解读的。在官方释放的消息中，在去年8月的2025年北京PTS潮玩展上，泡泡玛特携手艺术家陈嫣冉，首次推出了两款KeyA玩偶，现场反响热烈。网友反馈则有好有坏。泡泡玛特为什么会选择陈嫣冉合作呢？在PTS潮玩展的采访中，陈嫣冉称，其独特的“自我生成”概念和灵动的视觉风格吸引了泡泡玛特的关注。泡泡玛特的IP团队注意到KeyA所蕴含的情感共鸣潜力，尤其是其与Z世代年轻人自我探索、成长的主题高度契合。双方就IP定位、开发方向及商业化路径达成共识，确定KeyA作为“开放式成长型IP”的核心定位。大半年后，KeyA设定终于完整，她被官方定义为一个永远在“生成自我”的女孩——不是一个被设定好性格、等待被喜爱的静态形象，而是一个在不断变化、探索自我的少女。在官方的逻辑中，当下年轻人应该可以与KeyA产生情感投射：拒绝标签化，始终在自我探索、自我成长。这种带有很强哲学意味的设定，在泡泡玛特以往的IP里不多见。比如大火的SKULLPANDA系列强调暗黑和多变性，LABUBU则是调皮、弱性别色彩的森林精灵，都有具体的性格。泡泡玛特或许期待给受众一个更加“空”的形象，把一个开放式命题带给大家，她的成长或许会与消费者的期待关联起来。这也是泡泡玛特少有的介于2.5-3次元的IP形象。去年看到PTS上的KeyA后，有自媒体甚至感慨，泡泡玛特终于从低幼风走出来了。不过，年轻人马上发现，KeyA其实投射的是作者本人，那个名叫陈嫣冉的北京姑娘。绝大多数人，此前并不了解这个微博粉丝只有几十万的年轻艺术家。但是，泡泡玛特带来了巨大的关注度。然后，陈嫣冉的故事也随之被发现。她的求学历程是这样的：2005年生于北京。3岁就开始画画，13岁正式做插画创作，14岁就去了美国学艺术设计，16岁又去了日本京都深造漫画。在各种时尚媒体的报道中，标题包括“天才少女”，“19岁的老艺术家”。她的资源是这样的：18岁在东京原宿举办个人首次画展，19岁和刘慈欣一起打造动漫厂牌，成为GUCCI合作史上最年轻的艺术家；20岁，也就是去年在北京798艺术区举办国内首次个展。以及过去一年多，解锁了众多时尚媒体的报道和拍摄。成绩方面：代表作《幻想塑料袋》《梦魔机器人》《虚构的自我》，收获了业内广泛认可。她的设计灵感，来自于日本恐怖漫画、法国实验电影里以及自己梦境。但在作品被越来越多人关注之后，首先就有人质疑，KeyA身上布料过少。也有评论认为，她的设计中有太多其他前辈创作者的身影。与泡泡玛特合作官宣后，“我上我也行，我上我更行”的说法也逐渐多了起来，甚至有人在评论区放上了自己的作品。毕竟，在我们这个潮玩大国，有很多年轻人能给各个潮玩公司做设计，市场上会用销售数据来选拔优秀设计师。“我创作的女性角色，跟我本人非常相似……那些形象就是我的无意识延伸。”这一直白表述，在去年被所有人忽略了，在今年却将KeyA和泡泡玛特卷入一个巨大的舆论漩涡。KeyA为什么翻了个大的泡泡玛特应该不会想到，预热时相当有热度的KeyA，官宣却迎来了前所未有的负面反馈，评论区被质疑声淹没了。一开始的热评，只是对IP形象最直观的感受。“是从二游进修过吗？”一条热评指出，完全是成人视角的少女，似是而非的未来感和男性凝视感，根本不适合出现在泡泡玛特里。因为泡泡玛特原有的IP和盲盒受众，以女性为主，这些用户天然带着女性视角，所以疑惑：一个女创作者的作品，还是“自我生成”的机器人相关的概念，为什么还要穿肩膀开洞、腰开洞、突出三角区的紧身衣。有人则质疑KeyA的原画水平不足，为什么能被泡泡玛特签约。还有些对日本漫画有了解的用户，则表示KeyA疑似元素借鉴程度过高，“人山人海的”。而当用户开始探究创作者的身份背景，发现陈嫣冉的成长背景——05年北京人、频繁参与娱乐圈活动、登上多个时尚刊物封面、与Gucci合作、明星帮忙办展，更激烈的舆论争议被点燃了，质疑艺术水准不行，质疑履历是一路被镀金的，是“人造天才”。此外，大众更是被触动了“天龙人玩弄NPC”的敏感点。于是，针对KeyA的评价就不再是一个纯艺术范围的事情了。一类评论认为，KeyA太像作者本人，尤其是标志性的兔牙，跟真人形象强相关，无法接受。简直是强行要求消费者为艺术家的自嬷买单。“谁要买素不相识的oc放家里？”KeyA在评论区变成了陈嫣冉的个人OC（Original Character，OC文化指爱好者通过约画、写文等方式“养成”自己的OC）。泡泡玛特以往大火IP，多为形体夸张、动物化、二次元化的风格。真人形象过于鲜明，不利于营造可爱感、可把玩性、养娃体验。此前泡泡玛特也推出过真人形象IP叛桃，虽然在小圈子里颇受好评，但它的受众们也承认，“超喜欢叛桃系列，但确实不火”。尤其是当真人形象背后，真的可能存在一个具体人类，用户很难放心地去安放自己的感情，反而有种被迫追星、被迫成为艺术家play一环的感受。还有一类评论，则开启了侦探模式，试图证明，天才是被“人造”出来的——网友翻出KeyA的原画，认为脸部形象变化很大（不过泡泡玛特的宣传语称“外表与灵魂，不断修正、更新、重构”，弥补了这一点bug）。原画潮玩实物还有人认为，KeyA“原画细节不够”，“绘画和雕塑作品之间，水平差异太大”，怀疑是工作室团队的塑模赋予了更多灵魂。这一指控，有些过于“先画靶，后射箭”。事实上，泡泡玛特跟艺术家签约时，往往并不是靠艺术家单打独斗完成绘画、形体设计、雕塑建模。通常情况下，艺术家们都专注在IP的二维设计上，IP的三维建模都是由泡泡玛特的PDC团队完成，双方共同确认最终的效果。据媒体和公开资料，泡泡玛特的IP孵化，往往需要经历粉丝社区测试、机器人商店测试和快闪店测试，通过真金白银的市场数据，来决定是否进行大规模量产。KeyA自从去年在PTS上亮相，大概率是经过这一系列市场测试的。但新IP迎来如此前所未有的负面舆论，卷入社会性的阶级争议，叠加受众对3次元IP的抵触心理，始料未及。贩卖情绪的公司，也无可避免受到社会情绪的backfire。受众到底想要什么？那么，消费者究竟喜欢什么样的潮玩呢？到今天，大家谈到情绪消费的时候，都会提到一个特点：离开现实，或者说逃避现实。潮玩、谷子、游戏等等当下火热的消费，都是一种载体，让年轻人能够短暂从现实世界脱离，在虚拟世界或者兴趣社群里重新寄托情感。王宁曾经在2020年的一次对谈中，以Molly为例，解释他认为的潮玩魅力：“Molly之所以能成为大家喜爱的形象，背后的逻辑更像是100个人心中有100个哈姆雷特，它把自己的灵魂掏空，你可以把你的灵魂装进去。”他经常在面对媒体时，把泡泡玛特类比为唱片公司，他认为泡泡玛特是在将玩具作为载体，把艺术分发到大众渠道，提供陪伴价值。建立一个平台型的、系统性的，能把大量IP挖掘出来，把他们分发给适合受众的成熟方法论，是泡泡玛特最重要的任务。因此，我们就能理解泡泡玛特的新尝试。一个是，他们一直在挖掘和主流市场不同的潜力IP。王宁在《因为独特》里提到，“当别人都在找这种可爱的IP的时候，我们已经在找更有个性的IP了。”现当下，市场对于常见的“大眼萌娃”形象，不可谓不疲惫。KeyA，包括此前推出的“叛桃”，两者的形象更写实和成熟，都是试图在“可爱”这条路径以外的，新的风格尝试。这也是王宁认为公司发展到了一定规模以后的必要任务：引领市场。这个路线中最成功的案例，就是SKULLPANDA。如果仔细对比，会发现很多KeyA和SKULLPANDA在定位上的相似之处：SKULLPANDA的设计师熊喵，也同样是以自己为原型来进行人物设计，也同样偏好暗黑、科幻、先锋的风格。但以作者本人为灵感的SKULLPANDA，仍然是一种夸张化的形象表达。SP潮玩的灵魂张扬气质，大于对真人原型的联想。而这种独特气质、情绪才唤来了相似灵魂的用户。形象本身，应该成为用户沟通情绪的载体，而不是阻碍。这是泡泡玛特以往成功IP的共同点，也是KeyA陷入争议的一大原因。SKULLPANDA的设计师熊喵与初代系列而且，熊喵本人在进入潮玩领域前，就有接近10年的游戏设计背景、创过业，既能设计，又能下厂，早期涂装开发都是自己亲自盯。她是当下潮玩设计圈少有的擅长画画、会3D开发、懂工艺、熟识材料的年轻艺术家。这比KeyA设计师的履历更让大众信服。不过，也有业内人士对我们表示，看到KeyA这样的风格，以为会做成可动关节玩偶，要吸引以前没那么重点营销的男性市场，如果做成盲盒反而是产品部的失误。因为，男性受众尤其是玩传统模型的，很多就喜欢真人形象。这或许是泡泡玛特拓展男性受众的一次尝试。但显然，原有的受众群体对此表示，不接受。这和泡泡玛特此前费尽功夫才开拓成功的女性市场，形成错位。更重要的是，即使泡泡玛特在尝试多种风格，从今天回头看，泡泡玛特的IP角色，确实都很“轻”。它不需要宏大的叙事背景，而是通过明确的情绪氛围来吸引受众。并且，这些IP的产品风格，正在集体往更无害、更柔软的方向迭代。这不是一种批评，而是说，当下的消费者确实更偏好这样的风格。其中热度最高的Labubu、星星人、CryBaby，甚至SKULLPANDA，也都经历了类似的改造。比如Labubu，一开始的形象更瘦、更危险和张扬，诠释的就是森林里的小怪物；而经历过毛绒改造以后，属于“胖”了一圈，更柔软，更有亲近感。而最近的新“顶流”星星人，甚至还多了一些笨拙，在乐园里的形象也是以懵懂、臭屁，走路你还担心他下不了楼梯的感觉而出圈。不少人喜欢它的原因，就是它的“内向笨小孩”叙事。SKULLPANDA，在推出第四代的时候，还引起了一波争论。有粉丝指出，SKULLPANDA从“暗黑”“奶拽”转向“甜蜜”，风格大幅度转变丢掉了原本的特质，很多老粉不会买单。但是，以粉色为主色调的“温度”系列，还是重新吸引到了更多粉丝。一位消费者评论，“即使我以前不买潮玩，我也觉得这个系列非常好看”。这背后牵涉的，可能是泡泡玛特对自己品牌的定位问题。与之能形成对比的，是迪士尼对自己的电影的定位，毋庸置疑的合家欢电影。合家欢电影的定位，就是每一个走进电影院的人，都知道他们能够获得一个Happy Ending。泡泡玛特想不想要继续维护当下已经形成了的用户认知？这可能是下一阶段需要思考的问题。图片来源于网络，侵权请联系删除@The End","news_type":1,"symbols_score_info":{"09992":1.98,"PMRTY":1.98}},"isVote":1,"tweetType":1,"viewCount":22,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"CN","currentLanguage":"CN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":37,"optionInvolvedFlag":false,"xxTargetLangEnum":"ZH_CN"},"commentList":[],"isCommentEnd":true,"isTiger":false,"isWeiXinMini":false,"url":"/m/post/542062111629512"}