潮流玩具市场营销策略优化研究——以TOP TOY为例

Research on the Optimisation of Marketing Strategies for Trendy Toys—A Case Study of TOP TOY

摘要: 在潮玩市场快速扩容、Z世代成消费主力的背景下，TOP TOY依托名创优品资源实现复合增长，但“大而全”的集合模式正遭遇盈利与品牌双重瓶颈。基于PEST和4P框架，系统梳理其产品、价格、渠道、促销与品牌策略，指出外采IP占比过高、客单价及毛利低于竞品、加盟终端管控弱、节日促销脉冲化、自有IP缺乏内容沉淀五大核心问题。据此，本文从产品、价格、渠道、促销、品牌五个维度提出了系统性的优化策略。

Abstract: In the context of the rapidly expanding trendy toy market and Generation Z becoming the main consumer force, TOP TOY has achieved compound growth by leveraging MINISO’s resources. However, its “large and comprehensive” collection model is encountering dual bottlenecks in profitability and branding. Based on the PEST and 4P frameworks, this paper systematically reviews its product, price, channel, promotion, and brand strategies, highlighting five core issues: an excessive reliance on externally sourced IP, lower average transaction value and gross margin compared to competitors, weak control over franchise terminals, holiday promotions being too impulsive, and a lack of content accumulation for proprietary IP. Accordingly, this paper proposes systematic optimization strategies from the five dimensions of product, price, channel, promotion, and brand.