受众全过程参与式的潮玩IP营销机制研究——以Labubu为例

Research on the Whole Process of Audience Participation in the Trendy IP Marketing Mechanism—Taking Labubu as an Example

摘要: 在全球消费市场中Labubu作为现象级潮玩IP，其凭借独特的设计与营销策略所引发的消费热潮已成为值得深入关注的文化消费现象。这一消费热潮的产生不仅依赖于品牌的官方营销策略，更得益于受众深度参与所形成的协同营销效应。因此，本文拟将“受众全过程参与”作为整体研究视角，将Labubu的营销链条划分为生产端、流通端、消费端三个环节，从而系统分析受众在不同环节中的参与方式及其对潮玩IP价值实现的具体作用。通过分析受众的全过程参与如何推动Labubu的商业价值增值与IP生命周期延长，来进一步揭示潮玩IP营销者与受众之间的价值共创路径，以期为其他IP提供可借鉴的营销策略与启示。

Abstract: In the global consumer market, Labubu, as a phenomenon-level tide-playing IP, has become a cultural consumption phenomenon worthy of in-depth attention due to its unique design and marketing strategy. The emergence of this consumption boom not only depends on the official marketing strategy of the brand, but also benefits from the collaborative marketing effect formed by the deep participation of the audience. Therefore, this paper intends to take the “audience participation in the whole process” as the overall research perspective, and divide Labubu’s marketing chain into three links: production end, circulation end and consumption end, so as to systematically analyze the audience’s participation in different links and its specific role in the realization of the value of IP. By analyzing how the audience’s participation in the whole process promotes Labubu’s commercial value appreciation and IP life cycle extension, it further reveals the value co-creation path between the trendy IP marketers and the audience, in order to provide marketing strategies and inspirations for other IPs.