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泡泡玛特天猫旗舰店IP销售收入占比
泡泡玛特天猫旗舰店IP销售收入占比
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解构Z世代消费：盲盒向左得物向右（20页）.pdf
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图12、中国自研游戏海外市场实际销售收入（环
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2026-06-02
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图8、中国游戏市场实际销售收入（环比）
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图13、中国自研游戏海外市场实际销售收入（同
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以泡泡玛特为例：泡泡玛特把控盲盒上架频率打造稀缺效应，隐藏款设计满足消费者收藏欲和博彩欲，二手交易溢价高达几十倍。作为国内领先的潮流文化娱乐公司，泡泡玛特围绕艺术家挖掘、IP 孵化运营、消费者触达、潮玩文化推广与培育四个领域深入挖掘。公司首先与潮玩行业头部艺术家进行合作，打造具有原创性、高颜值的重磅 IP，每个 IP下的各个系列，还会专门设置稀缺的隐藏款。公司严格把控旗下 IP 的上架频率，平均每季度上架 0.5~1 款，拉长消费者期待时间，打造 IP 稀缺效应。其次，拆盲盒的惊喜设计，为消费者带来喜悦、沮丧等丰富的情绪体验；此外，隐藏款设计满足消费者收藏欲和博彩欲，在泡泡玛特官方二手交易平台“葩趣”，热门隐藏款的交易溢价高达几十倍。
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