Bubble Mart stock price plummeted? Why do so many people buy Bubble Mart?

Yes, the "first share of the blind box" Bubble Mart will open the ** mode on December 28, the opening price of Hong Kong dollars, opened more than 10% lower, the stock price all the way, the lowest fell to Hong Kong dollar stocks, down nearly 16%.

On December 11, Pop Mart was listed in Hong Kong, and after the opening of the market, it quickly rose to HK$77 per share, which was 100% higher than the subscription price per share, and the company's market value exceeded HK$100 billion. For shareholders who don't play blind boxes, the 100 billion market value of Bubble Mart is really incomprehensible, and even once understood as an IQ tax.

But for veteran players who are keen on collecting and drawing blind boxes, they are also a group of people who are extremely loyal, just like circles such as shoe scrambling. For the realizable value of the blind box, if you draw a specific hidden model with a very low probability, on many second-hand trading platforms, you can sell it several times or even dozens of times higher than the original price.

Because of the bad news, employees have sold unsealed goods twice, and there are also cases where employees resell rare goods on the 2-hand platform. In addition, the quality of the product was complained by players, resulting in the stock price **.

If a ** vote. If the transaction is much higher than its own value, then it is only a matter of time before it falls sharply. This only shows that the company is overvalued.

The regulatory authorities then regulated the blind box market, and the stock price of Pop Mart fell sharply.

bubblesPuff Mart captures the consumer psychology of contemporary young people.

For example, the zodiac signs.

series, festival series, circus.

series, etc. In Guoxiao's view, "Z era."

Have an independent aesthetic and judgment, and do not like to be instilled with values. So, Bubble Mart.

Instead of injecting values and stories into the IP, it leaves room for imagination to consumers.

For example, Molly's image is a pouting little girl, and people can't even tell her joy, anger and sorrow, and Bubble Mart has discussed with the designer to change it to "smile" or "angry", but in the end it was decided to keep an expressionless face. The purpose of this is to allow consumers to create their own toys and give them emotion.

Industry regulation. January 26, 2021, China Consumers Association.

Roll call mystery box. consumption, pointing out that consumers should not be overly addicted to attract the attention of the industry.

The relevant person in charge of Bubble Mart, a leading company in the industry, responded to every reporter that in recent years, common marketing methods such as blind boxes, lucky bags, and stuffy bags have gradually been accepted by the public, but they have indeed been used by some unscrupulous businesses.

"We welcome regulation, and the purpose of regulation is not to stifle the industry, but to promote a more healthy and orderly development of the industry," the person said. ”

Flash digital encryption art metaverse,Only,ibox app These platforms are OK,The quality of the works is also good,The others are cut leeks when you go in,**The design is unsightly。

Bubble MartThe official response is that the cost of the product is **, so ** is also followed **. According to ** report, during this period of time, Bubble Mart launched a variety of new blind boxes, ** rose to 69 yuan, while the previous new products of Bubble Mart ** were basically around 59 yuan. In response to this problem, Pop Mart officially responded that it is because the cost of blind box products has risen, and the product volume is larger, so it is also higher.

In fact, this statement is not too much, because since last year, the global commodities.

All began to rise in price, and the tide of price increases was transmitted to downstream consumer goods manufacturers, Coca-Cola.

And Procter & Gamble both said that they would raise prices for some products, and Bubble Mart, which is also a company that is a consumer product, seems to have raised prices.

However, some people pointed out that this time only a few new products have increased in price, and most blind box products have not increased in price. In fact, the blind box is aimed at young people, young people have strong spending power, even if the unit price is 10 yuan, it will not affect young people's shopping desire.

Moreover, as a leader in the field of blind boxes, Bubble Mart has a lot of classic IP and strong brand influence, and it is not a problem to digest the ** increase of 10 yuan. Compared with many blind box enthusiasts, they pay more attention to whether there is a new IP blind box, after all, the freshness of opening the blind box is the most important thing for them.

A number of new blind boxes launched by Pop Mart in April** have risen to 69 yuan. In response, Pop Mart officially responded that the price increase was caused by the increase in costs. In addition, the new products are more refined in design and more complex in process.

In the Shanghai Bubble Mart store, the new blind boxes** in April all started at 69 yuan, while the previous Bubble Mart regular blind boxes** started at 59 yuan. The clerk said that although ****, but"It's bigger", the workmanship is more refined.

December 11, 2020, Bubble Mart.

Listed on the Hong Kong Stock Exchange. On the first day of listing, Pop Mart opened 100% higher, and its market value quickly exceeded 100 billion Hong Kong dollars. As of January 21, 2021**, the share price of the company was HK$116.6 billion, Wang Ning.

The couple is worth more than HK$50 billion Pop Mart

Pop Mart was founded in 2010. In the past ten years, Pop Mart has built a comprehensive operation platform covering the whole trendy toy industry with the brand culture of "creating trends and delivering beauty" in the four areas of artist mining, IP incubation and operation, consumer reach, and promotion and cultivation of trendy toys.

Extended Information: Artist Excavation:

1. Pop Mart Contracted Artist.

Pop Mart maintains close relationships with more than 350 artists and collaborates with 25 of them from around the globe through licensing or partnership arrangements. The 2020 Shanghai International Toy Exhibition held by Pop Mart attracted more than 300 artists.

2. IP incubation operation:

As of June 30, 2020, Pop Mart operated a total of 93 IPs, including 12 self-owned IPs, 25 exclusive IPs and 56 non-exclusive IPs. The main self-owned IPs include: Molly, DiMoo, Bobo&Coco, Yuki, etc.; Exclusive IPs include:

Pucky, The Monsters, Satyr Rory, etc.; Non-exclusive IPs: e.g. Mickey Mouse, Despicable Me

Hello Kitty, etc. At present, Bubble Mart has hatched 5 top IPs: Molly, Dimoo, TheMonsters, Pucky, and Skullpanda.

3. Consumer reach.

As of June 30, 2020, Pop Mart has 33 first- and second-tier cities across the country.

There are 136 retail stores in mainstream business districts, and as of June 30, 2020, Pop Mart has 33 stores in China.

There are 136 retail stores in mainstream business districts in first- and second-tier cities, and 1,001 robot stores in 62 cities. In the first half of 2020, Tmall***.

The revenue generated was 100 million yuan. The Bubble Mart box drawer was launched in September 2018 and its revenue reached 100 million yuan in the first half of 2020. Pop Mart provides a convenient and fun shopping experience through China's fastest-growing online channels, including Tmall***, Bubble Box Drawer, Fun and other mainstream e-commerce platforms.

Bubble MartThe future is uncertain and may go out of business!

The current situation of Pop Mart can be summarized as follows, which has some tips and references for operators: over-reliance on a certain IP product, innovation is limited to imitation, attention to marketing and neglect of operation, and it is unable to cope with the Red Sea market.

Molly seriesBlind boxIt is the hit of Bubble Mart, and it is also the basis for its success, this IP is authorized from Japanese IP toys. During the launch of Dove's "Side Face Killing" Sakura Chocolate, Fanta's "Jasmine Lives in the Fanta House" activity, withA national treasureCooperativeLi Bai, pushed Bubble Mart to the top of the peak.

IP is hot but also difficult to sustain, and if there is no product that can be replaced, it is easy to fall off a cliff**, and this is also true. Bubble Mart met Molly more like a kind of luck, and although it was invested in research and development, it also released a series of products, even with Harry Potter.

I've worked with Naruto, but it's hard to capture the minds of consumers.

Performance risks can affect people's judgment, balance and trade-offs, and problems can find a place in reality. The lack of innovation has led to the suspicion of plagiarism in the IP products developed, and a similar situation has also appeared in the case of being criticized as fake Japanese productsMINISObody. Excessive hunger marketing leads to addictive consumption among teenagers, which is very similar to irrational star chasing.

The product power lacks deep cultivation and system management, and there are no products.

The emergence of customer disputes has increased, and the lack of after-sales service is similar to the poor quality of fresh food in the community. The lack of refined operation also led to the situation that the blind box was dismantled and re-sold, and a series of problems were superimposed accidentally? Apparently not.

In addition to the above-mentioned lists, the involution of competition that has entered the Red Sea is fundamental, and the overall profit decline of the industry is inevitable. In addition to only blind boxes, there are also many entrants based on their own models, including:Luckin Coffeeand MINISO, etc., sometimes feel that blind boxes are just a marketing means for brands.

Capital is accustomed to using the growth funnel model to format the future of the project, and this future is to go public, and it doesn't care how to go after the high. Whether it is model innovation, targeting target customer groups, market segmentation and differentiation, it will all take time to test in the end.

Retail needs long-termism, but how many can stick to it? If you want to be truly successful, you can only be recognized by the object of value exchange, and if you have no value, it is most valuable to continue to invest in yourself. Maybe from thereCoca-ColaAnd Mars has seen some clues in a century-old company.

Behind the stock price**, the performance of Bubble Mart's semi-annual report is expected to decline. On July 15, Pop Mart released its performance forecast for the first half of 2022.

According to the forecast, in the first half of 2022, the expected revenue growth rate will decline to 30%, and the net profit will be negative by nearly 35% year-on-year, which is the first negative growth.

In this regard, the board of directors of Pop Mart believes that the fluctuation of the group's performance is due to the impact of the epidemic, the impact of offline store sales, and the impact of logistics timeliness, and online sales have also experienced some decline.

In addition, in the first half of the year, the expansion of Bubble Mart's business led to an increase in expenses compared with the same period last year, which also accelerated the decline in profits to a certain extent. For business operations, Pop Mart has always wanted to get rid of the label of "blind box company", and CEO Wang Ning has emphasized many times: "Trendy toys are our main business, and blind boxes are just a tool." ”

The main reason is that the current economic situation is not good, which makes Bubble Mart implicated. When the epidemic passes, the economic recovery will improve.

Pop Mart is likely to stop there, after all, blind boxes can't always attract everyone.

As a product company that started as a blind box, Pop Mart must find a way to expand other businesses to ensure the company's future competitiveness due to the characteristics of the blind box itself and the low threshold of competition.

The problem of Pop Mart is actually very simple, the logic of taking blind boxes as the main limb to quickly want the core business is no longer suitable for business expansion in the current fierce market competition. Other competitors can simply seize the market through alternative methods of bulk copying and blind box sales.

While Bubble Mark started its business with blind boxes, it led to its low competition threshold.

Blind box products are not very rare in many toy markets in China, or there have been blind box products for sales and promotion in China many years ago. However, there are generally high-end blind box products that do not have a unified IP and are industrially produced. The rise of Pop Mart is to take advantage of the development of the times, so as to affect and impact the entire market through high-end blind box products, but with the continuous development of business, the reduction of the blind box competition threshold and the emergence of other opponents have naturally affected Pop Mart.

**The increase in chain costs and the uncertainty of domestic market demand have reduced the competitive advantage of Pop Mart.

With the epidemic and the situation of people isolating at home, the cost of many industrial raw materials has increased, which has also made Pop Mart's blind box products have to face difficulties in product quality and product promotion. The growth of the demand of young people in Japan is also becoming uncertain with the changing times. Although Pop Mart has a certain market prospect direction, and the prospect of blind boxes as the main direction can indeed help Pop Mart gain market share, if it wants to continue to expand, it must change other business directions.

In the future, the expansion of new business through overseas may become a new direction for Pop Mart.

In view of the current problems and related difficulties of Pop Marco, there is still a lot of room for expansion in the overseas market. In my opinion, Pop Mart must find a way to expand its new business overseas in the future, and at the same time make its own characteristics in the processing of the toy industry and the production of the industrial chain, so as to better ensure its future development in the current era of enterprise competition. <>