泡泡玛特Labubu的电商驱动模式与IP跨文化适应策略研究

Research on the E-Commerce-Driven Model and Cross-Cultural Adaptation Strategies of Pop Mart’s Labubu IP

摘要: 泡泡玛特旗下核心IP Labubu在国内外市场大获成功，该IP凭借其独特的怪萌视觉设计、开放式叙事以及成熟的电商运营体系，在中国市场引发了基于情感投射、社交分享与收藏消费的潮流现象。当Labubu进入国际市场，其作为一种无国界视觉符号受到了海外社群对其进行的自发性本土化改造。聚焦于电商经济的驱动机制与跨文化语境下的受众共创现象，文章通过对Labubu国内外成功动因的系统分析，以探讨其从线上营销到社群构建的整合路径，进而提炼出一套融合直接面向消费者模式、战略联名与粉丝共创的可推广商业模式，旨在为中国本土培育的潮流文化IP走向全球市场提供兼具理论启示与实践价值的参考。

Abstract: Pop Mart’s core IP, Labubu, has achieved significant success in both domestic and international markets. With its uniquely quirky-cute visual design, open-ended storytelling and well-established e-commerce operating system, Labubu has spurred a trend phenomenon in China rooted in emotional projection, social sharing and collectible consumption. As Labubu expands globally, it has been adopted as a transnational visual symbol and undergone spontaneous localization by overseas communities. Focusing on the driving mechanisms of e-commerce and the phenomenon of audience co-creation in cross-cultural contexts, this paper systematically analyzes the factors behind Labubu’s success at home and abroad. It examines its integrated path from online marketing to community building, thereby extracting a replicable business model that combines Direct-to-Consumer strategies, strategic collaborations and fan-driven co-creation. The study aims to provide theoretical insights and practical references for locally cultivated trend culture IPs from China seeking to expand into the global market.