爱好消费复制潮玩行业 拼豆能出下一个泡泡玛特吗？

This article breaks down new phenomena in the current hobby consumption sector, where leading hobby brands are now adopting the operational logic of Pop Mart and the industry has seen clear consumption polarization. Key takeaways for casual hobbyists are as follows:

1. Today's hobby consumption market is split into two main tiers. Top-tier brands adopt a trend-toy-oriented strategy, selling at a premium by tapping into identity, content and community attributes. However, the much larger group of casual hobbyists still prioritizes practical consumption, seeking products that meet their needs and bring joy. This group forms the foundation of the industry and should not be overlooked.

2. Taking the Perler bead brand Marder as an example, top trend-oriented hobby brands adopt tactics including tiered gold/silver/bronze membership systems, forced allocation of popular colorways, and launching limited-edition colors to create scarcity. They rely on community identity to build user loyalty, and cost-effectiveness is no longer a core decision-making factor for buyers.

3. Casual hobbyists do not need to feel bound by the community's "hobby hierarchy". They can choose products based on their own needs, as the joy of the hobby itself matters more than gaining community status.

This article outlines new consumption trends in the hobby consumption sector and the operational logic of leading brands, with key insights for brands as follows:

1. Consumption trend: China's consumer market has evolved from the era of functional consumption to the era of segmented hobbies. Consumers are no longer satisfied only with meeting material needs; a growing number of users are willing to pay a premium for identity recognition, content and emotional experiences. Leading brands can build tiered brand offerings by integrating identity-based consumption logic.

2. For brand marketing, brands can learn from the tactics of Pop Mart and Marder: create scarcity through limited-edition products, build user communities, stimulate organic user sharing, turn users into free brand advocates, and achieve low-cost customer acquisition and brand exposure.

3. For product development, future competition among hobby consumption brands will shift from supply chain and price competition to content competition. Brands need to build up reserves of IP and designer resources, and establish a stable, continuous capacity for industrialized content production to maintain their leading position.

4. Risk warning: Organic social sharing is a double-edged sword. Closed communities and the formation of a hobby hierarchy can backfire on brands. Brands need to conduct proper community舆论 guidance to avoid community exclusion that shrinks their user base.

This article analyzes new changes in the hobby consumption track, with the following opportunities and reminders for sellers in the sector:

1. Growth opportunities: The hobby consumption track is expanding rapidly, and industry stratification is increasingly clear. Sellers of all positioning can find space to survive. Whether you target the high-end market of core hobbyists or the entry-level practical market, you can find your matched user group.

2. Referential business models: Leading sellers can learn from Pop Mart's trend toy operational logic: add identity recognition and content attributes to products, create scarcity, build communities to stimulate organic user sharing, and earn high premiums and high user stickiness.

3. Risk warning: When adopting trend-oriented operations, sellers need to mitigate risks: avoid building overly closed communities and forming a hobby hierarchy that triggers user resentment. At the same time, pay attention to risks related to content copyright and collaboration partnerships, as negative舆论 spreads much faster in social communities and can easily trigger a brand crisis.

4. Opportunity reminder: The large group of entry-level practical-focused hobbyists is still underserved. Sellers focused on high-cost-effectiveness still have huge market space, and can target entry-level users to achieve scalable growth.

This article analyzes industrial changes in the hobby consumption sector, with the following key insights for factories producing hobby-category products:

1. Changes in production and design demand: User demand has shifted from pure product functionality to a combined demand for functionality, identity and content. Factories can no longer only compete on production cost and supply chain efficiency; they need to build up content capabilities to adapt to new market competition.

2. Business opportunities: The hobby consumption track is developing in a stratified way, with high-end identity consumption at the top and mass practical consumption at the base. Factories can partner with brands of different positioning, or choose their own positioning based on their capabilities. Factories with strong supply chains but weak content capabilities can focus on the mass practical market, which still has a huge user base.

3. Transformation insights: The core competitiveness of hobby consumption brands will increasingly tilt toward content capabilities. If a factory wants to transform into owning its own brand, it needs to build up reserves of IP and designer resources, establish continuous content production capacity, and shift from a pure manufacturing mindset to a hybrid manufacturing plus content industry mindset. Its competitors will no longer only be peer factories, but also content creators and IP operators.

This article outlines new development trends and client pain points in the hobby consumption industry, with the following key insights for relevant service providers:

1. Industry development trend: Hobby consumption has entered an era of segmentation and stratification. A growing number of leading brands are shifting from selling products to selling identity, content and social experiences. The entire industry's demand for content production, IP operation and community operation has grown substantially, creating broad market space.

2. Core client pain points: Many brands and factories in traditional hobby categories only understand production and supply chain, and lack capabilities in content production, IP reserve and community operation. They do not know how to build an organic sharing system, nor how to manage community public opinion and avoid negative propagation risks.

3. Market opportunities: Service providers can launch targeted solutions: for example, providing IP licensing and collaboration matching services for small and medium-sized brands, offering outsourced content production services for brands, and providing community operation training and management tools. These services help brands avoid risks of closed communities and public opinion backfire, allowing them to capture the growth dividend of hobby consumption.

This article analyzes new changes in the hobby consumption track, with the following key insights for hobby-related platform operators:

1. Changing merchant demand: The current hobby consumption track is split into two groups. One group consists of top trend-oriented brands, which need functional support for community operation, content propagation and limited-item trading. The other group is cost-focused small and medium-sized merchants, which need more precise traffic matching to connect with entry-level practical-focused hobbyists.

2. Merchants acquisition opportunities: The hobby consumption track is growing rapidly, and brands of all positioning have room for development. Platforms can onboard merchants in a stratified way: introduce top-tier brands to build brand influence, while also onboarding cost-effective small and medium-sized merchants to meet mass demand and expand the platform's overall user base.

3. Operation and management reminders: Platforms need to pay attention to the propagation characteristics of hobby communities, conduct proper content management and public opinion guidance to prevent the rapid spread of hobby hierarchy culture and negative public opinion that damages the reputation of the platform and brands. At the same time, platforms can improve functions related to second-hand trading to meet user demand for reselling limited-edition items, and boost platform user activity.

This article presents new phenomena and trends in the hobby consumption sector, with the following key insights worth researchers' attention:

1. New industrial trends: China's consumer market has evolved from the era of functional consumption to the era of segmented hobby consumption, and the industry has seen clear consumption polarization. Top-tier hobby brands have started adopting Pop Mart's trend toy operational logic, integrating identity, content and community attributes to form a new business model distinct from traditional consumer brands.

2. New industrial change: The competitive logic of hobby consumption has already changed, shifting from original competition based on supply chain cost to competition based on content creation and identity recognition. Traditional manufacturing enterprises need to integrate content industry thinking to adapt to the new competition, which is an important industrial change worthy of in-depth research.

3. New questions for future research: At present, the trend-oriented operational logic only applies to top-tier market leaders, and not all hobby tracks can produce the next Pop Mart. The long-term impact of this consumption polarization on the consumer industry, the sustainability of closed communities, and the endgame for brands of different positioning all require long-term observation. The "Marder phenomenon" is a particularly valuable research sample for continuous tracking.