The weather and mood of POP MART

A hand-made POP MART has made a market value of nearly 100 billion when it went public in Hong Kong.

This dreamlike feeling is just like * * * enjoying the charging treasure can rise. However, * * * enjoys the charging treasure from 1 hour in 5 yuan to 30 minutes in 5 yuan, in exchange for the faint sadness of the amnesia group. POP MART is a carnival for Hong Kong stocks to play new players.

"I really didn't know what this thing meant, just an ordinary little doll." "Laugh off the fangs, buy Lego, and talk about the sense of accomplishment of trying to spell out the parts. This thing can be confusing. " "Blind box Blind box is really something for blind people to play with!"

The above three messages are the three most popular comments I have seen in Weibo. First, it may be true that many people scoff at this thing. Second, most people miss the new ones, and then say sour grapes.

I understand that this company of POP MART has been in business since 20 10. According to the popular operational terminology, this thing is not a "phenomenal" consumption. This is not like raising frogs on mobile phones, nor is it like raising horses on the Internet to protect the country. When a gust of wind blows, pigs can fly in the sky. If you grind a sword in ten years, you can grind it into the Hong Kong Stock Exchange. This "unusual pig" is worthy of our study.

Why on earth did POP MART rise?

look

Shopping in Guangzhou, in some boutiques that girls like to visit, or in the corridors of supermarkets, you can see POP MART. They are not particularly noticeable. Some are put in acrylic boxes, and some are put in vending machines.

Be reasonable. I didn't understand it at first. What is the essential difference between this thing and catching dolls? The price is not cheap. Sometimes I sit in the hallway of Shang Chao and have a rest. I haven't seen anyone pay for most of the day. I didn't realize it until it went public!

At this point, have you found that the operation mode is similar to that of the current new energy vehicles? The new energy automobile companies headed by them, Xpeng Motors, Weilai Automobile and Tesla, have exactly the same routines.

In Dashangchao and CBD, the storefronts are exquisitely decorated. Many times, when you are tired of shopping, you will find a pleasing storefront. Even if you don't buy it, the decoration will make your shopping fatigue disappear by half in an instant. It feels like a stool in the corridor of Shang Chao. Sit down and you will find the scenery.

Of course, like dolls and vending machines in the window, these exquisite cars are not cheap. Let's call Tucki, Wei Lai and Tesla "Three Musketeers". The positioning of the Three Musketeers is high-end. You can spend 1 yuan on two dolls and 100 yuan on POP MART products at the grocery store.

touch control

As I said at the beginning of the article, I do agree with the comments on the internet at the beginning. At least Lego is made up of various parts. It can be said that it is Xian Yi, old and young. I even saw in a circle of friends that a father bought a box of Legos to go home and assemble them together in order to enhance his feelings with his children.

Popular market, what is this? A ready-made doll needs no splicing, no brains and no time. You can leave it at home when you get it.

But after careful study, I feel that my understanding of this kind of IP is still biased. POP MART as a whole has several key points:

Continuous freshness, blind box and half gambling, and in-depth operation of subdivided groups.

What do you mean? With its constant freshness, POP MART will launch various series of dolls whose names sound doubtful, such as DIMOO Social University series, Harry Potter Wizarding World series, Goo Ji Fei time series and so on.

It is precisely because of the constant stimulation of freshness that fans are forced to idolize. Once you stop, you will find that you can't keep pace in an instant. This constant stimulation is somewhat similar to the strategy of new energy vehicles.

OTA can be said to be the trump card of new energy vehicles.

For example, some time ago, I participated in the upgrade of voice assistant in Tucki. If you are a car owner, you will definitely be infected by the new features. Because the voice assistant Xiao P has been greatly improved in functionality and practicality under the care of engineers. After a while, the version of Autopilot 3.0 broke out, and the car owners and the media received rave reviews after the experience. This constant stimulation is quite refreshing.

So is Tesla. New models are constantly being introduced, from X to S, from S to 3, from 3 to Y, to pickup trucks and heavy trucks. Whether you can afford it or not, fans should party anyway.

Not long ago, models? 3% of car owners have also received a push, indicating that they can spend thousands of dollars to upgrade the seat heating system! Oh, my God, call my son! You were framed by Musk, and you bought a car with a heated seat but locked up! God, the weather is so cold, and Musk also thought of the heating of the seat intimately, which brought us warmth in this cold winter.

See, this is the stimulating effect brought by constant freshness.

The semi-gambling nature of the blind box, in a series launched by POP MART, is basically composed of more than a dozen dolls, some of which are handsome and fashionable, and some are ugly. The so-called half-gambling means that you are half sure when you buy a blind box. Anyway, it must be one of the series after opening, but the gambling component lies in whether you can choose what you like.

Gambling is something engraved in human genes, just like SN48 recently tested by Musk, and no one can predict the result.

The same is true for new energy vehicles. When Weilai was born, the money burned was the most ruthless, and the cars made were the most gimmicky. The electricity service was changed and a power station was set up along the Beijing-Hong Kong-Macao Expressway. This seemingly impossible thing in traditional fuel car brands happened to Weilai one by one. At that time, the first people who bought Weilai cars were not short of money. Second, many people bought Weilai shares. At least there are many such examples around me. They use a semi-gambling mentality and Wei to "play to the end".

And the result? The owner of Weilai has really won the bet so far.

As for the in-depth operation of the sub-group, it is to serve your fans well, whether it is a collector or a girl's heart, it will be caught for you. So many people ask, isn't this product highly reproducible? Where is the moat?

I believe everyone knows the genius children's watch. If I told you that the sales in China were so good that it exploded, would you believe it? Which domestic company can't make this kind of functional electronic watch? Huawei, OPPO, Xiaomi, I'll get you one in minutes. However, there is such a parent around me who bought a 360 children's watch for her children. That night, the child was very happy. When he came back from school the next day, he cried. When dad asked, it turned out that all the students used genius children's watches, and only he used 360. The students didn't want to play with him and were excluded.

So is POP MART. This seemingly small circle is actually closed to a certain extent. You have to agree with their values and have products with similar attributes in order to have fun together.

What's even more surprising is that POP MART has also formed a barter model on the Internet. Open the blind box, a series may buy the same doll, they will have a "trading circle", I have the same doll, I will change what I need. It is worth mentioning that I also saw a special Neptune on the Internet, pretending that I also like to play with this kind of thing, and all kinds of girls are fishing in it. You are really cruel.

The Three Musketeers are no exception. They have their own fan circle, organized to do public welfare together, organized to hold offline reading parties, and organized to go for an outing on weekends. As the owner of the fuel car, you must not have too many soul collisions with them.

Strictly speaking, most of the people who can choose the Three Musketeers at present are not poor in economic conditions, and their thinking, concepts and outlook on life are relatively close, so there are many topics on the same topic. I wrote an article about Weilai, and I also said that a woman in the jewelry business bought a Weilai car and mixed it with riders. As a result, she earned more money in it than a Weilai ES8.

The operation of subdivided groups can be said to be crucial at the moment. It is worth mentioning that in many cases, the direction of operation is not decided by your organizer. Fans will split up a variety of gameplay offline, and even this gameplay will override the brand's own settings, forming an exponential effect, just like Neptune picking up girls in the "trading circle". Who would have thought! Oh, by the way, after the Neptune incident, more than a dozen girls formed a group to spit out this Neptune. Can you imagine such fission?

Write it at the end

Before I went home yesterday, I made a special trip to a big shopping mall and took a look at the vending machine of POP MART that I despised before. A girl jumped up and down, pointed to the small box in the glass and said, this is it. Her eyes sparkled with longing. The boyfriend next door took out his mobile phone and began to scan the code to pay.

I took a sip of jasmine green tea for 7 yuan, and thought to myself, a pig girl like this has to prepare a house for putting dolls and a house for sleeping. I also looked at the housing prices in Guangzhou, the demand-side reform emphasized by the state, and the expansion of domestic demand. Right?

The future of the Three Musketeers can be expected!

(Image source network)

Writing an article? /? Sheng Zeng

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.