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重仓泡泡玛特段永平看懂了什么？

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INC"},"source_url":"http://finance.eastmoney.com/news/1354,202606053760812987.html","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2641324195","content_text":"近日，段永平对泡泡玛特的投资激起的讨论，已远超一次普通的举牌事件。6月3日，据港交所权益披露，知名投资人段永平在泡泡玛特H股的持股比例于5月28日从5.69%升至超过6%。这也是段永平跻身泡泡第二大股东之后，再度实施增持操作。　　一个靠制造业起家、以巴菲特为偶像的中国企业家，把筹码从煤炭搬到了潮玩。比投资对错更值得思考的，是这笔交易背后所折射的产业命题：以情绪价值为核心逻辑的消费形态，已经不仅是周期性的潮流脉冲，更是结构性的需求迁移。　　过去十年，全球消费市场出现了一个显著而持久的趋势：功能性消费的占比持续下降，体验性和情感性消费的占比持续上升。麦肯锡2024年的全球消费者调研显示，超过60%的Z世代消费者表示，比起拥有更多物品，他们更愿意为能带来情感满足的产品和体验付费。从日本的扭蛋经济到韩国的偶像周边产业，从欧美的Squishmallows（美国玩具公司Jazwares旗下毛绒品牌）热潮到东南亚为LABUBU排队的现象，情绪消费已经成为一种全球性的需求范式。在现代城市生活中，年轻人正在通过消费行为重建社交纽带。盲盒拆箱、潮玩交换、社群分享……这些行为所蕴含的社交属性比产品本身更重要。当基本物质需求被充分满足后，边际消费的效用越来越多地来自心理层面：身份认同、社群归属、情绪调节。　　捕捉情绪消费趋势并不难，真正令人意外的是，在全球IP市场上跑通这条路的，是一家完全“不讲故事”的中国公司。与迪士尼和漫威依靠电影、动画、漫画等叙事体系来赋予IP生命力不同，泡泡玛特的IP角色没有电影，没有动画，没有漫画作为内容基座。而王宁创办的泡泡玛特，其IP只提供抽象的形象和直给的情绪。这种选择在全球化扩张中展现出了意想不到的优势。美国经济学家泰勒·考恩在讨论文化产品的全球流动时曾指出，最容易跨越文化边界的创意产品，往往是那些信息密度低但情感密度高的产品——它们不需要翻译，不需要语境，甚至不需要语言。表情包如此，Emoji如此，LABUBU也如此。因为不承载叙事，消费者不需要了解角色背景就能产生情感连接，文化折扣因此被大幅降低。泡泡玛特等潮玩就是这样，踩中了文化全球化的一条捷径：绕过叙事，直达情绪。　　这条捷径的商业成果已经显现。2025年泡泡玛特海外收入达162.7亿元，占总营收的比重约44%，美洲市场同比增长748%。无论是曼谷、东京或纽约，都有一批消费者愿意排队抢购，愿意在二手市场加价交易LABUBU毛绒挂件。这种情感溢价的实现，意味着中国企业全新的出海逻辑正在成形。过去四十年，中国企业参与全球竞争的核心方程式是成本优势：同等质量更低价格，或同等价格更高效率。从服装代工到电子制造，从白色家电到光伏组件，中国产品出海逻辑始终围绕制造溢价展开。泡泡玛特等品牌则完全跳出了这个范畴。在这个意义上，泡泡玛特不仅是一家潮玩公司，更是中国品牌全球化的一个新样本。　　当然，从情感溢价到可持续的品牌资产间，还有漫长的距离。潮流消费的残酷之处在于，审美迭代的速度远快于技术迭代。一个季度前还在社交媒体刷屏的形象，下一个季度可能就无人问津。这或许是段永平投资泡泡玛特所引发的争论焦点所在。大家所关注的真正问题是，当一个IP不可避免地降温之后，这家公司是否有能力持续制造下一个。泡泡玛特的IP平台模式是否真的已经建立起护城河？全球零售网络的规模效应是否足以阻止竞争对手复制？这些问题的答案，可能五年甚至十年后才会清晰。段永平此次举牌或许要表达的判断是，泡泡玛特将成为一个将创意、情感和商业系统整合在一起的全球化平台。这个判断对还是错，时间会给出答案。但无论结果如何，这笔投资标记了一个值得记录的时刻：中国最具影响力的价值投资者把重注押向情感经济。（文章来源：21世纪经济报道）","news_type":1,"symbols_score_info":{"PMRTY":1.96,"09992":1.96}},"isVote":1,"tweetType":1,"viewCount":207,"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":34,"optionInvolvedFlag":false,"xxTargetLangEnum":"ZH_CN"},"commentList":[],"isCommentEnd":true,"isTiger":false,"isWeiXinMini":false,"url":"/m/post/571791333156944"}