TOP TOY的“快”与“痛”:越像名创优品,越不像泡泡玛特

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Jun 21, 2025

文 | 正见TrueView,作者 | 刘平,编辑 | 咏鹅名创优品在挑选联名IP的合作上眼光一直老辣独道,就连其官号也曾发帖“你可能不认识我,但你一点见过我的联名”。近期在夏日时节与黑皮HelloKitty联名的产品再次出圈,甚至被网友调侃“有高人指点”。迪士尼、哈利·波特、芭比等等一系列现象级联名产品的热销,持续印证了名创优品精准的用户洞察与前瞻的IP操盘能力。或许正是在IP联名领域的“...

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