wen | xiaguangshe canghaimingyuesheng

编辑 | 刘景丰

lingchenyidianban，yuenandehuzhimingshizhongxin，denghuotongming，yipaixuanxiao。

gengxuanxiaode，shitiktokzaiyuenandezhibojian，2000duorenzhengzaiweiguandeyichangshousimanghehuodong。

zhongdumangheaihaozhethanh linh，yiming19suideyuenannvsheng，yikouqixiale10gemanghedingdan，ranhoujiaozhuodidengzheshangjiazaishexiangtouqiandakaimanghe。

diertianqingchen，qianlizhiwaidetaiguosimiaoli，jieshulechensongdesengren，yishoufangxiashoulidemuyu，yishoujieguotongbanxinmaidemanghewanoulabubu，yifanbawanhoubicipingtoulunzu。

weimanghe，nianqingrenganyuantongxiaodadan，chujiarenbujingfozujingwanou，zheimohuandeyimu，meitiandouzaidongnanyashangyan。

shenzhi，xuduolaizhongguolvyoudetaiguoren，yebidaopaopaomatedemendiandaka，bingdaishangyijian“zhongguotechan”——labubu。

juquanqiuzengzhangzixungongsishaliwentigongdeshujuxianshi，dongnanyarenkuangrezhuipengdemanghe，chaoguo80%dechanpindouyuanzizhongguo，erqiezhengzaichengxianbaozhashizengzhang。

yujidao2026nian，zhongguomangheshichangdeguimo，kenenghuidadaojingrende424yiyuan。

zhuduojixiangbiaoming，yimangheweidaibiaodechaoliuwanju，zhujianchengweizhongguoqiyezaidongnanyashichangdeyouyizhongyaozengzhangdian。

liuliangzhishangdeniandai，mangheweishenmekeyifengmidongnanya？

manghe，gumingsiyi，shizhixiaofeizhezaigoumaishiwufadezhijutichanpinxinxidewanjuhezi。

zheiyigainian，zuizaoyuanziyushanggeshijibashiniandai，ribenshengxingdefudai、niudanleiwanju。

zaiqidanshengdi，tabeijiaozuo“minifigures”，shengxingyuoumeihouyoubeichengzuo“blindbox”。

jiushiniandai，zhongguoyechuxianlemanghechuxing---gancuimianlidekapian，jiqiyitaojiukeyihuodexiangyingdejiangpin，yiduchengweiwushurendetongnianjiyi。

butongyuyibanshangpin，manghechuangzaoleyizhongdutedexinlijianglijizhi——goumaizhedakaimanghe，dedaoleqidaideshangpinhuigandaomanzuhekuaile；dedaobuxihuandeshangpin，yehuiyinwei“xiayicikenenghuidedaogenghaode”zheizhongxinliyuqierjixugoumai。

zheizhongxunhuanwangfudexinli，shidemanghejuyouhenqiangdechenjinxinghechengyinxing，goumaizhewangwangzhixuyaodakaiyicibianwufaziba。

yinweizhuazhulerenxing，mangheziwenshiqi，bianzaiduanduanjishinianjianfengmiquanqiu。

erzhongguobentuchuxianguimohuademanghechanye，zhishaokeyizhuisudaoshinianqian。

2010年，23岁的河南小伙王宁zaibeijingchuangjianleyijiamingwei“paopaomate”dezahuodian，zhuyaoyingxiaogeleichaoliuwanju、dianzichanpinjiwenju。

cihoudejinianli，paopaomateshizhongmeiyoumingquedechanpindingwei，maiwanju，yemaishipin、fuzhuang。

直到2015年，王宁faxiandianneiyikuanmanghesonny angelxiaolianghenhao：“meicifaxianliangban，nianqingrenpaiduimai。”

sonny angelshiyouribendreamsgongsishejideyikuanchaoliuwanouip，tayi12zhongkuanshiweiyigexilie，fangjinbubiaozhujutikuanshidebaozhuanghenei，gukegoumaishinengchanshengruchoujiangbandexinlikuaigan。

于是，一个激进的方案在王宁naohailishengcheng：“zijidazaoip，zaomanghe！”

raner，zaibushaorenyanli，cijuyouzhidejinhuhuangdan：“jiangertongwanjufangjinzhihezilimaijichengnianren，jianzhigennaozhewanside！”

2016年，顶着巨大压力的王宁feiwangxianggang，yushejishiwanchengmollyxiliewanoudeipdujiashouquanqianyue。

Molly系列玩偶

mollyzheigedayanjing，duduzuidexiaonvhaixingxiang，beishejishifuyuleaojiao、dulidexingge，erzheiyezhengqihelexinshengdainvxingdewanmeirenshe，yinciyijingshangshijichengbaokuan。

此后的几年间，王宁hejieneideduomingipshejishihezuo，tuichupucky、panshen、luolidengmanghexilie，wubushoudaoxiaofeizheqinglai。

2020nian12yue，paopaomatezaiganggushangshi，youcichengweiguoneidiyijiayimangheqijiadeshangshigongsi。

suizheshichangdebaohuo，manghedexingshiyecongwanjulingyuzhujianshenruqitaxingye，geleimeizhuangmanghe、shengxianmanghe、lingshimangheruyuhouchunsun，dayouchaoyuepaopaomatedezhenshi。

2018年，王宁juedingrangpaopaomatezouchuguomen，shouxuanmudedi，bianshidongnanya。

之所以选择东南亚，王宁hetuanduixianranjingguolezhenmideqianqidiaoyan。

shouxian，dongnanyarenkoujishuda，nianqingrenzhanbigao。

dongnanyagongyou11geguojia，zongrenkouyue6.8yi，qizhongyuenanrenkouwei1.003yi，chaoguoyibanderenchuyu35suiyixia，15-24suiderenkouzhanbiwei21.1%；yinnirenkou2.7yi，pingjunnianlingjinwei29.8sui；eryongyourenkou1.2yidefeilvbin，pingjunnianlinggengdi，jinwei23sui。

nianqinghuadequntibujinshixiaofeizhuli，yeshiguojiachixufazhandehexintuidongli，suoxingchengdeshichangwuyishiyichangshangyeshengyan。

ermanghedexiaofeizhuli，jiushi15sui-34suidenianqingren。

qici，dongnanyadexiaofeiqianlitaiqiangle。

yiyinnishoudouyajiadaweili，2023nianyajiadaderenjungdpyijingdadao2wanmeiyuan，chuyujingjigaosufazhanqideyuenan，2023nianrenjungdpyedadaole4284meiyuan。

zaijiashangdangdirenbuaicunqiandetianxing，yourushenzhugong。

piru，jutaiguoyangxingjinnian7yuefabushujuxianshi，jiezhijinnian6yue，guoneichao1.2yigecunkuanzhanghuyuediyu5wantaizhu；erfeilvbinzhongyangyinxingciqianfabudediaochashujuxianshi，jinyouyue2chengdefeilvbinjiatingyongyouchuxucunkuan。

ruguoshuorenkoujiegouhejingjitiliang，gouzhulemangheshichangdejijiansheshi，neimelaizidongnanyahulianwangdetuibozhulan，zeweizheigeshichangtigongleqiangdadeguanggaoxiaoying。

suizhezhinengshoujihehulianwangpujilvdezhunianshangsheng，zhanjujudarenkouhonglidedongnanya，yijingchengweiquanqiuhulianwangjingjidexinxingshichangzhiyi。

juguge、beienlianhefabude《2023niandongnanyahulianwangjingjibaogao》xianshi，2023niandongnanyagdpbaochile4%dezengzhangsudu，lingxianyuoumeidengfadashichang，qizhonghulianwangjingjigongbukemei。

zaijiashangshopee、lazada、tiki、sendo、tiktok shopsdengdianshangpingtaidetuiguanghexiaoshou，mangheshichangdefugaifanweideyidapodiyuxianzhi。

dangran，zuizhijiedehaishixianxiamendiandetuibozhulan。jinnianlai，paopaomatexianxiashitidian、zhutizhanlan、wawajiyijimingchuangyoupindelingshoudianzaidongnanyaxunsubuju，yeweixiaofeizhetigongleqinshentiyanhegoumaidejihui，zengqianglexiaofeizhedecanyuganhegoumaiyuwang。

nianqingrendexiaofeiguannianshengji，yeshidechaowanmangheyoulegengdashichang。

butongyufubeimendechikunailao，zheijiedongnanyadenianqingrengengyouxiangfa，tamenbujinaiwanaiziyou，gengduiwanjudepinzhi、shejihegexinghuayoulegenggaodeyaoqiu。

biruzuoweizhongguogaoduanmaorongchaowandiyipinpai，chaojiyuanqigongchangtuichudecinoxiliewanou，jiubeishoudongnanyawanjiatuichong。

cinoxiliewanoujuyouquanyingjiankechaixiedejiegou，wanjiaketongguo“huanlian”“huanyanpian”“huanzhuang”dengfangshi，ziyougaiwa，tiyanchaowandediychuangzuolequ，yu“yangwa”jianlizhangqideqingganlianjie，bingcuishengdaliangugcerchuangneirong，zengjialechanpindequweixinghehudongxing。

ciwai，wangluodazaodeip，nenggouweimaorongmanghefuyugengduodeqingganjiazhihewenhuaneihan，xiyindaliangdefensiqunti。

ciwai，pinpaitongguoyuzhimingiphezuohuodazaoziyouip，tuichuxiangguandemaorongmanghechanpin，jiezhuipdeyingxianglihefensijichu，keyikuaisutishengchanpindezhimingduhexiaoliang。

jinnian3yue，paopaomatedazaodeyikuanfeitianxiaonvjingdemaorongmanghe，shangjiamiaoshouqing，zheizhengshiipxiaoyingdeqiangdazuozheng。

manghedemeilidaodizainali？

qishikeyizheiyanglijie，yinweikanbudaowanjudexingzhuangheyanse，zaijiashangshejiaomeitidetuibozhulan，yijixianchangzhibochaimanghesuodailaidejinzhangciji，wushunianqingrenduizheizhongxinqidewanfayubabuneng。

pirutaiguoshengxingdelabubu，shenzhichaoyuewanjugainian，chengweiliuxingwenhuafuhao。

2024nian7yue1ri，weiyingjieyiweizhongguonvxing，taiguolvyoububuzhang、lvyoujujuzhang、lvyoujingchajujuzhangdengyizhonggaoguanqijumangujichang，wushusheyingshizhengxiangpaishe，xianchanghuanhushengciqibifu。

raner，zheiweinvxingquebingfeizhenren，tajiaolabubu，shipaopaomateqixiazhongduochaoliuwanjuipzhiyi。

labubuwaixingshiyizhiyouzheliangzhijianerduohejuchizhuangyachidewanou，zaizhongguoshoujia99yuan。

shenjiachaoguo300yimeiyuan，haochengquanqiuzuifugongzhudetaiguogongzhusiruifanzaichuximouchangshishanghuodongshi，beibaoshangguadejiushilabubuwanou。

hanguonvzizuheblackpinkzhongweiyidetaiguochengyuanlisa，lianxusantianzaishejiaomeitishangshaichuyulabubudehezhao。zuoweiyimingshangyifensideyiren，tazheiyijudongjikeyinfalenianqingrenxiaofang。

youlegongzhongrenwudebeishu，labubuzaitaiguoshichangshangzuigaobeichaodao700yuan。jiuzheiyanghaibeimaidetuoxiao。

labubuzhisuoyizaidongnanyayourucide“xinaoli”，yeshiyinweisuizhehulianwangdeshentou，yuelaiyueduodedongnanyanianqingrenrezhongyuzaishejiaomeitishangfenxianghudong。

birutaiguodexiaofeizherezhongyujianglabubuguazaibaoshang，bingweitamenzhuanmengoumaitoumingdefangchendaihewaidaibao；shangjiahaijianglabubuxingxiangyinzaiyifu、guashi、shenzhishentishang。

shenzhifagelabubukaixiangshipinquyoutubeshang，jiunengshouge300duowandebofangliang，tuotuodeliuliangmima。

zaidongnanyadelingyizhongyaoshichang--yuenan，manghedereduyouzengwujian。

weilejieyuechengben，yuenandebufenwanjubaozhuanghehuanchenglebaozhuangdai，manghebianchenglemangdai。

jishizheiyang，nianqingrendexiaofeireqingsihaobujian。

zaitiktokdezhibojianli，wulunshijiwanzhishijiwanyuenandun（yuehejiyuanzhishijiyuanrenminbi）depingjiamangdai，haishijishiwanzhijibaiwanyuenandun（yuehejishiyuanzhijibaiyuanrenminbi）degaoduanmanghe，nianqingrenwubuquzhiruowu。

26suideyuenannvhaianh dao，jihumeiwandouhuiguankantiktokshangdemangdaikaixiangzhibo。

tazhiyan：“qichuwozhishichuyuhaoqi，kandaoqitawanjiagoumaijigemangdaiquenengyingde20huo30gewanju，zheirangwogandaofeichangzhemi，buzhibujuejianjiu‘shangyin’le。rujin，womeiwandouhuihuafeidayue30wanzhi40wanyuenandun（yuehe85zhi113yuanrenminbi）zaizheixiezhibozhonggoumaimangdai。”

lingyiwei24suidenianqingrenthanh dung，qichujinyi79,000yuenandun（yue22yuanrenminbi）dejiagechangshigoumaileyigemangdai，danzaizhibojiandehudongzhongtingdaozijidemingzibeizhubotijihou，bianjieliangoumaile15gemangdai。

xiangzheiyangdelizi，haishubushengshu。juvnexpressdediaochashuju，zaiguoqudesangeyueli，yuenandefacebookshejiaowangluoshangyongxianchulechaoguo50gezhuanzhuyumangdaideshequn，meigeshequndechengyuanshucong5wandao30wanbudeng。

dongnanya，zhengzaiyinglaiyichangyounianqingquntituidongdemanghekuanghuan。

jidianshanghou，rujindedongnanya，yijingchengweizhongguomangheshangjiadejuejinzhongdi。

zuoweixingyedelingtouyang，paopaomatebujinzaiyuenandeshopeehelazadapingtaikaisheleguanfangqijiandian，haizaitiktokshangkaizhanlezhiboxiaoshouhuodong，yizaijinyibutuozhanshichangyingxiangli。

yucitongshi，baokuomingchuangyoupin、52toysyijitoycityzaineideqitazhimingchaowanpinpai，yefenfenruzhuyuenangedadianshangpingtai。

2021nian，paopaomatedegangaotaijihaiwaishouruzhanbihaizhiyou4.1%；dan2024nianshangbannian，zheigeshuziyijingdadao29.7%，shouruchaoguo13yiyuan。

qizhongdongnanyagongxianle41.1%，tongbizengzhang478.3%。

ergenjuquanqiuchaowanshichangqushishujuxianshi，yuenancongzhongguojinkoudemangheshuliangzhanbichaoguo80%。yuji2024nianzhi2029nianzheiwunianjian，nianfuhezengzhanglvjiangdadao4.57%。

zhongguomangheranbaodongnanya，bujinshishangyeshangdechenggong，gengshiduidangdainianqingrenqingxuxiaofeidejingzhunzhangkong。

xinlixueliyouyigegainianjiaozuo“ruanwuyilian”，zhideshirenmenzaixuehuidulideguochengzhong，jiangwanouzuoweijizijitigonganquangandeguoduduixiang。

erneixieduiwanoutebiezhemidenianqingren，tamenbujinjinshitongguowaixingtaoxi、chuganshushidelabubulaihuodexinlishangdeweijie，hainenggouzaizheixiewushengdewanoushenshangzhaodaogongming，kandaozijinulishenghuodeyingzi。

miaozhunqingxuxiaofeishichangde，kebuzhiyouwanjushangjia。

zaitiktokdenghaiwaishejiaopingtaishang，yiweizhanghaomingchengwei@smltest0deshipinbozhu，fabuleyizeguanyuzhongguogongfuchade“paochashibabu”shipin，xunsuxiyinledalianghaiwaiwangyoudeguanzhu。

suizhezhongguowenhuazaiquanqiufanweineideguangfanchuanbo，zuoweichuantongwenhuadezhongyaozuchengbufen，chawenhuazhengtongguokuajingdianshangpingtaihuanfaxindeshengji。

2024nian8yue20ri，jiyuzhongguosidamingzhu《xiyouji》qingjiedeguochan3ayouxi《heishenhua：wukong》quanqiutongbushangxian，shourixiaoliangjiutupo300wanfen，zongxiaoshouechaoguo15yiyuan。

zheikuanlijingqiniankaifadeyouxi，jiangsunwukongyuchuantongwenhuayuansuxiangjiehe，qigaopinzhidechengxianhegaozanyudefankui，jifaleguorendeminzuzihaogan，bujinzaiyouxijiexianqirechao，yedaidongleyixiliekuajieyingxiaohuodong。jiuzaibujiuqian，《heishenhua：wukong》haironghuobeiyuweiyouxijie“aosika”detga2024nianduzuijiadongzuoyouxi！

chucizhiwai，chushou“aiyinsitandenaozi”、“maxinglianainao”fuwu、maokalumaodeng，wubushidangxianianqingrenxunqiuqingxujiazhidefangshi。nianqingrenyuanyiweicimaidandebeihou，shiqingxuxiaofeideqiangdatuidongli。

keyiyujian，suizhexiaofeizheduiqinggantiyanhejingshenmanzudezhuiqiuriyixianzhu，chuantongshangyelingyuzhengmianlinzheqiansuoweiyoudebiangeyali，eryimangheweidaibiaodeqingxuxiaofei，jiangzaiweilaishichangzhongbiandejuzuqingzhong。

bijing，shangyedebenzhi，shiweikehutigongqingxujiazhi。

参考资料：

[1]《这家中国公司，让全球年轻人疯狂》 华商韬略

[2]《泰国旅游的新流量密码，居然是她？》 中国新闻周刊

[3]《中国潮玩，火到东南亚！》 中外玩具网

[4]《从贩卖产品到输出文化，中国潮玩巨头逐浪海外，成新“国货之光”》 时代周报

[5]《花钱买开心，“情绪消费”靠谱吗？》消费日报官方平台