1億隻LABUBU背後，泡泡瑪特正在把「情感補充」做成一門好生意

母嬰行業觀察

02/11

作者：玩具前沿導讀：在泡泡瑪特2025年年會上，公司披露了一串亮眼的數據：2025年泡泡瑪特全球員工夥伴超1萬人、註冊會員超1億人、LABUBU全年銷量超1億隻、全品類全IP產品銷量超4億隻，業務覆蓋超100個國家和地區、全球門店超700家、擁有6大供應鏈基地。全場都在關注泡泡瑪特過去一年耀眼的成績時，創始人王寧將話題引向了一個更宏大的方向——AI時代與泡泡瑪特。對於泡泡瑪特來講，AI到底意味着...

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\"emotional supplement\" a good business","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PMRTY":1.98,"09992":1.98},"content_text":"作者：玩具前沿導讀：在泡泡瑪特2025年年會上，公司披露了一串亮眼的數據：2025年泡泡瑪特全球員工夥伴超1萬人、註冊會員超1億人、LABUBU全年銷量超1億隻、全品類全IP產品銷量超4億隻，業務覆蓋超100個國家和地區、全球門店超700家、擁有6大供應鏈基地。全場都在關注泡泡瑪特過去一年耀眼的成績時，創始人王寧將話題引向了一個更宏大的方向——AI時代與泡泡瑪特。對於泡泡瑪特來講，AI到底意味着什麼？又如何去改變這個行業？王寧的答案是，人或許會重新回到「人」本身。科學與技術保障了我們的生存，而藝術與文化定義了生命的意義。這也悄然揭示了泡泡瑪特在面對時代巨浪時的底層邏輯與獨特站位。他預見了未來體驗的兩極分化。一種是極致的線上虛擬體驗，像電影《頭號玩家》所描繪的，人們可能深度沉浸於數字世界。而另一種，則是極致的線下實體體驗。他明確泡泡瑪特有意願也有能力去承接後者。在全球科技企業競相追逐虛擬世界的風口時，泡泡瑪特卻用一種看似「很笨、很慢」的方式，堅持在全球直營每一家線下門店，並斥巨資投入主題樂園的建設。這並非是對數字化的抗拒，而是基於一種深刻的洞察。當AI能夠無限生成視聽內容，讓虛擬體驗變得廉價且過載時，這種需要親身到場、親手觸摸、真實存在於物理空間中的體驗，反而變得稀缺而珍貴。一個隱藏款的潮玩，一座身臨其境的樂園，它們所提供的情感錨點與專屬記憶，是任何算法無法複製和分發的。這也構成了泡泡瑪特在AI時代最天然的護城河，即實體所帶來的真實感與稀缺性。然而，「用户的家並非無限大」，僅僅依賴實體玩具的形式是有一定侷限性的。泡泡瑪特的未來，關鍵在於其IP生命力的延續與升維。王寧對主題樂園的巨大投入正揭示了這一野心。樂園不再僅僅是產品的延伸銷售場景，更是一個沉浸式的意義空間。在這個空間裏，玩具是進入世界的信物，而豐富的情感體驗，才是留住用户的根本。由此，在人工智能定義的時代，泡泡瑪特扮演着一個温暖而關鍵的角色。它站在科技與人文的十字路口，回應着人類最本質的需求。未來，AI產物會讓人們的情感刺激變得麻木，真實的情感補充或許會變得更加稀缺；人們需要藝術和創作，也需要由人來完成的藝術創作。而泡泡瑪特，就是這樣一個平台。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"}}}