\nLabubu este o p\u0103pu\u015f\u0103 mic\u0103, cu o salopet\u0103 pufoas\u0103 cu urechi de iepura\u015f, ochi ca boabele de cafea \u015fi un r\u00e2njet plin de din\u0163i ascu\u0163i\u0163i. E greu de spus dac\u0103 e adorabil\u0103 sau groteasc\u0103 \u2014 depinde din ce perspectiv\u0103 prive\u015fti. \u00cens\u0103 un lucru e clar: Labubu a devenit o senza\u0163ie global\u0103 \u015fi un adev\u0103rat fenomen de business.<\/p>\n
\nFigurina a fost v\u0103zut\u0103 ag\u0103\u0163at\u0103 la gen\u0163ile unor celebrit\u0103\u0163i ca Rihanna sau superstarul K-pop Lisa, iar succesul ei a propulsat ac\u0163iunile Pop Mart International \u2014 compania care o produce \u2014 cu peste 180% anul acesta. Ast\u0103zi, Pop Mart valoreaz\u0103 peste 350 de miliarde de dolari HK (57,4 miliarde USD), fiind a treia cea mai valoroas\u0103 companie de proprietate intelectual\u0103 din lume, dup\u0103 gigan\u0163i precum Disney \u015fi Nintendo, informeaz\u0103 Business Times.<\/p>\n
\nPotrivit publica\u0163iei, cota de pia\u0163\u0103 a p\u0103pu\u015fii Labubu a explodat, iar pe 10 iunie o singur\u0103 p\u0103pu\u015f\u0103 a fost v\u00e2ndut\u0103 la licita\u0163ie cu peste 1,2 milioane de yuani (214.960 USD), stabilind un nou record pentru brand. La fel, la finele lunii mai, o figurin\u0103 similar\u0103 a ob\u0163inut peste 200.000 HKD la Sotheby\u2019s Hong Kong.<\/p>\n
\nLabubu a fost cheia succesului Pop Mart: anul trecut, v\u00e2nz\u0103rile acestei serii au reprezentat aproape un sfert din veniturile totale. Popularitatea sa a generat cozi uria\u015fe la lans\u0103rile de produse, licita\u0163ii furibunde \u015fi chiar o controvers\u0103 la o banc\u0103 chinez\u0103. Povestea Labubu demonstreaz\u0103 cum un personaj complet necunoscut acum un deceniu a ajuns s\u0103 fie cel mai r\u00e2vnit obiect de colec\u0163ie al momentului.<\/p>\n
\nStrategia Pop Mart a fost simpl\u0103, dar genial\u0103: a mizat pe exclusivitate, raritate \u015fi marketing viral. Compania a creat \u201ecutii misterioase\u201d (blind boxes), a\u015fa c\u0103 fanii nu \u015ftiu niciodat\u0103 ce culoare sau model vor primi. Astfel, colec\u0163ionarii devin \u015fi mai hot\u0103r\u00e2\u0163i s\u0103 cumpere iar \u015fi iar p\u00e2n\u0103 ob\u0163in versiunea dorit\u0103 \u2014 mai ales cele ultra-rare, cum ar fi un Labubu cu salopet\u0103 gri-\u00eenchis \u015fi din\u0163i curcubeu.<\/p>\n
\nFenomenul Labubu arat\u0103 for\u0163a tot mai mare a industriei creative chineze de a crea branduri cu impact global. Dup\u0103 succesul jocului video chinezesc Black Myth: Wukong, Labubu confirm\u0103 c\u0103 \u0163ara poate produce hituri culturale de talie mondial\u0103. \u201eCre\u015fterea acestor IP-uri chineze reflect\u0103 ascensiunea global\u0103 a culturii \u015fi divertismentului chinezesc\u201d, explic\u0103 Fan Junhao, analist la Huatai Securities.<\/p>\n
\nLabubu este crea\u0163ia artistului hongkonghez Lung Kasing, care a inventat aceste spiridu\u015fe forestiere \u00een 2015 pentru seria sa de c\u0103r\u0163i The Monsters. Conform pove\u015ftii, ele tr\u0103iesc ascunse prin p\u0103duri \u00eenc\u0103 din vremea dinozaurilor, sunt doar \u00een jur de 100 la num\u0103r \u015fi toate sunt femele. \u00cen 2019, Lung a cedat drepturile de produc\u0163ie c\u0103tre Pop Mart, iar compania le-a transformat \u00eentr-o colec\u0163ie exclusiv\u0103, ce include variante de culori \u015fi designuri diferite.<\/p>\n
\nDe\u015fi la \u00eenceput p\u0103pu\u015file Labubu erau simple figurine de vinil, abia dup\u0103 ce Pop Mart le-a relansat ca plu\u015furi \u015fi brelocuri, la \u00eenceputul anului 2023, v\u00e2nz\u0103rile au explodat.<\/p>\n","protected":false},"excerpt":{"rendered":"
Labubu este o p\u0103pu\u015f\u0103 mic\u0103, cu o salopet\u0103 pufoas\u0103 cu urechi de iepura\u015f, ochi ca boabele de cafea \u015fi un r\u00e2njet plin de din\u0163i ascu\u0163i\u0163i. E greu de spus dac\u0103 e adorabil\u0103 sau groteasc\u0103 \u2014 depinde din ce perspectiv\u0103 prive\u015fti. \u00cens\u0103 un lucru e clar: Labubu a devenit o senza\u0163ie global\u0103 \u015fi un adev\u0103rat fenomen […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[7172,235,307,16636,104,272,8031,21180,217,161,24936,7814,10210],"class_list":["post-237693","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-actiuni","tag-business","tag-cafea","tag-celebritati","tag-chinezi","tag-companie","tag-disney","tag-fenomen","tag-international","tag-miliarde","tag-papusa","tag-pop","tag-succes"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/237693","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=237693"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/237693\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=237693"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=237693"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=237693"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}