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泡泡玛特盲盒隐藏款比例为1/144
泡泡玛特盲盒隐藏款比例为1/144
行业数据
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所属报告：
商贸零售行业：挖掘潮玩本质龙头公司做对了什么？-220823（30页）.pdf
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泡泡玛特整体毛利率与盲盒产品毛利率
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行业数据
2021-09-23
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图表11、2019年，泡泡玛特旗下的Molly和PUCKY毕齐是天猫销量最好的两款盲盒
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行业数据
2021-09-23
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泡泡玛特天猫和泡泡抽盒机会员人均支出及同
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行业数据
2021-07-29
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泡泡玛特各IP类型盲盒收入及占总收入比例
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2021-07-29
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以盲盒为初始爆品，兼具低门槛和广受众的特点，且凭借其玩法助力，具有较高复购属性。早在 20 世纪初，日本商铺就推出了“福袋”，将多种商品放入布袋中进行搭售，这一充分利用了消费者好奇心营销手段使其大火，而现代的扭蛋玩具则出现在 60 年代，并于 80 年代兴起，首次热潮是被“筋肉人橡皮擦”掀起，由日本最大的玩具厂商万代推出，2020 年日本扭蛋市场规模突破 400 亿日元，全国共有 60 万台自动贩卖扭蛋机，扭蛋厂商近 40 家；2004 年 Sonny Angel 的问世，是 21 世纪盲盒领域最重要的里程碑。公司以盲盒为初始爆品，并凭借玩法助力，火速圈红：盲盒及扭蛋二者的共性在于低价和未知，扭蛋是以投币形式随机抽取蛋形塑料壳内的主题玩具，价格往往在 100-500 日元，每月推新可达 200 多种，而泡泡玛特的盲盒定价多为 59-99 元不等，相比之下手办模型从几十到万元不等，艺术玩具则动辄上万，盲盒具备显著价格优势，准入门槛低；盲抽模式体验更加新鲜有趣，且存在“隐藏款”、收集等心里刺激因素，例如泡泡玛特每系列产品为 12 盒，均为不同 SPU，且每箱 144 盒中会出现 1 盒隐藏款，消费者在未知、博弈以及“集邮”、社交等多种心态的驱动下，往往会产生较高粘性和较强复购。
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