电子商务赋能下潮玩IP的出圈机制与启示——以LABUBU为例

The Mechanism and Inspiration for the Emergence of Trendy Gaming IPs Empowered by E-Commerce—Taking LABUBU as an Example

摘要: 在消费升级与数字化浪潮的推动下，中国消费市场正从“功能满足”向“情感共鸣”转型。LABUBU作为新型的潮玩IP，凭借其独特的设计营销策略，成功打破了大众对传统玩具认知，成为成年消费者的“情感代偿物”。文章针对LABUBU爆火这一社会现象，对其出圈进行深入探讨，从IP打造到营销策略再到全民互动，旨在探索其背后独特的破圈逻辑与文化启示，为未来更多潮玩IP的打造及行业的发展提供借鉴与启示。

Abstract: Driven by the upgrading of consumption and the wave of digitization, the Chinese consumer market is transitioning from “functional satisfaction” to “emotional resonance”. As a new type of trendy toy IP, LABUBU has successfully broken the public’s perception of traditional toys with its unique design and marketing strategy, becoming an “emotional compensation” for adult consumers. The article delves into the social phenomenon of LABUBU’s explosive popularity, exploring its emergence from IP development, marketing strategies, and public interaction. The aim is to explore the unique breaking logic and cultural inspiration behind it, providing reference and inspiration for the creation of more trendy IPs and the development of the industry in the future.