泡泡玛特董事长兼CEO王宁：在海外再造一个泡泡玛特的目标已提前完成

作者：缪悦文章来源：亿邦动力

2024-08-22 23:00

作者：缪悦文章来源：亿邦动力

2024-08-22 23:00

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泡泡玛特2024年上半年业绩表现强劲，海外业务成为核心增长点。

1. 整体营收45.6亿元，同比增长62.0%；经调整净利10.2亿元，增长90.1%，远超市场预期。

2. 海外市场营收13.5亿元，同比增长259.6%，占比30%，CEO王宁表示“海外再造一个泡泡玛特”目标已提前完成。

3. 会员运营成效显著：中国内地累计注册会员3892.7万人，新增457.3万人，会员销售占比92.8%，显示高用户粘性。

全年增长预测乐观：预计营收增长不低于60%，海外增长不低于200%，目标营收100亿元，信心十足。

泡泡玛特品牌全球化战略成功，提供营销和渠道建设启示。

1. 品牌营销：海外本地化运营推动营收增长259.6%，显示品牌号召力；会员销售占比92.8%体现用户忠诚度，可借鉴会员运营模式。

2. 品牌渠道建设：海外门店达92家（含合营），机器人商店162台，中国内地门店增至374家，渠道稳健扩张支撑有机增长。

3. 消费趋势：东南亚市场增速478.3%，东亚、北美等区域均三位数增长，反映全球潮玩需求上升；产品研发基于IP全产业链（孵化、零售、乐园、数字娱乐），驱动品牌差异化。

泡泡玛特海外市场拓展提供增长机会和合作模式参考。

1. 增长市场：东南亚营收5.6亿元（增速478.3%），东亚及港澳台4.8亿元（增速153.7%），北美1.8亿元（增速377.7%），欧澳等1.4亿元（增速158.8%），均三位数增长，显示高潜力区域。

2. 合作方式：合营模式助力海外门店和机器人商店扩张，可学习其本地化策略；全年预测海外增长不低于200%，目标营收100亿元，提供明确机会提示。

3. 事件应对措施：中国内地业务虽未大幅扩张渠道（门店新开20家，机器人商店微降），但营收增长31.5%，体现风险规避和稳健运营；会员系统新增457.3万人，为可学习点。

泡泡玛特需求激增带来产品生产和商业机会。

1. 产品需求：海外业务营收增长259.6%，中国内地增长31.5%，显示潮玩产品受欢迎，可针对IP设计优化生产。

2. 商业机会：东南亚等市场高增长（如东南亚增速478.3%），提供出口潜力；IP全产业链运营（孵化、零售等）启示产品创新。

3. 推进数字化启示：机器人商店（海外162台，中国内地2189台）和会员系统（销售占比92.8%）体现电商化趋势，可应用于生产流程优化。

潮玩行业全球化趋势下，泡泡玛特案例提供解决方案洞察。

1. 行业发展趋势：海外营收占比提升至29.7%，全球化加速；东南亚市场增速478.3%等数据反映新兴市场崛起。

2. 客户痛点：本地化运营（如门店扩张）解决市场进入难题；会员系统高占比显示用户留存痛点，需优化体验。

3. 解决方案：数据驱动决策（如营收增长预测）和机器人商店应用，提供技术支撑；IP全产业链模式启示整合服务方案。

泡泡玛特平台运营高效，招商和风险管理可借鉴。

1. 平台最新做法：线下门店管理（海外92家，中国内地374家）和机器人商店（海外162台，中国内地2189台）支撑增长；会员系统占比92.8%提升销售效率。

2. 平台招商：合营模式用于海外扩张，提供合作范例；全年增长预测（海外不低于200%）显示招商吸引力。

3. 风向规避：中国内地业务渠道未大幅扩张但营收增长31.5%，体现稳健运营；数据监控（如会员新增457.3万人）辅助风险控制。

泡泡玛特商业模式创新，揭示产业新动向和启示。

1. 产业新动向：海外业务提前达成目标（营收占比29.7%），全球化战略成效显著；东南亚等区域三位数增长（如478.3%）显示新兴市场潜力。

2. 商业模式：IP全产业链运营（孵化、零售、乐园、数字娱乐）驱动综合平台；会员经济（占比92.8%）和高增长预测（全年不低于60%）提供创新案例。

3. 政策启示：本地化策略（如门店扩张）和合营模式，启示法规适应；数据如营收45.6亿元增长62.0%，支持产业研究基础。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Pop Mart delivered strong performance in the first half of 2024, with overseas business emerging as the core growth driver.

1. Total revenue reached RMB 4.56 billion, up 62.0% year-on-year; adjusted net profit was RMB 1.02 billion, surging 90.1%, significantly exceeding market expectations.

2. Overseas market revenue hit RMB 1.35 billion, a 259.6% increase, accounting for 30% of total revenue. CEO Wang Ning stated the goal of "recreating a Pop Mart overseas" has been achieved ahead of schedule.

3. Membership operations proved highly effective: cumulative registered members in Mainland China reached 38.927 million, with 4.573 million new additions. Member sales accounted for 92.8%, demonstrating strong user loyalty.

Full-year growth forecasts are optimistic: Revenue growth is expected to be no less than 60%, with overseas growth projected at no less than 200%, targeting total revenue of RMB 10 billion, reflecting strong confidence.

Pop Mart's successful globalization strategy offers insights for brand marketing and channel development.

1. Brand Marketing: Localized overseas operations drove a 259.6% revenue surge, showcasing strong brand appeal. The 92.8% member sales ratio indicates high user loyalty, offering a replicable membership model.

2. Channel Development: Overseas stores reached 92 (including joint ventures), with 162 robot stores. Mainland China stores increased to 374, demonstrating steady channel expansion supporting organic growth.

3. Consumer Trends: Southeast Asia grew 478.3%, with other regions like East Asia and North America also seeing triple-digit growth, reflecting rising global demand for collectible toys. Product R&D, based on a full IP industry chain (incubation, retail, theme parks, digital entertainment), drives brand differentiation.

Pop Mart's overseas expansion presents growth opportunities and partnership model references for sellers.

1. Growth Markets: Southeast Asia revenue was RMB 560 million (up 478.3%), East Asia & Hong Kong/Macao/Taiwan RMB 480 million (up 153.7%), North America RMB 180 million (up 377.7%), and Europe/Australia RMB 140 million (up 158.8%) – all showing triple-digit growth and high potential.

2. Partnership Models: Joint venture models facilitated overseas store and robot store expansion, offering lessons in localization. The full-year forecast of no less than 200% overseas growth and a RMB 10 billion revenue target provides clear opportunity signals.

3. Risk Management: Mainland China revenue grew 31.5% despite limited channel expansion (only 20 new stores, slight decrease in robot stores), demonstrating prudent operations. The membership system added 4.573 million new members, a key learning point.

Pop Mart's surging demand creates production opportunities and business insights for manufacturers.

1. Product Demand: Overseas revenue grew 259.6%, while Mainland China grew 31.5%, indicating strong popularity for collectible toys, suggesting optimization for IP-based designs.

2. Business Opportunities: High growth in markets like Southeast Asia (478.3%) presents export potential. The full IP industry chain operation (incubation, retail, etc.) offers inspiration for product innovation.

3. Digitalization Insights: Robot stores (162 overseas, 2,189 in Mainland China) and the membership system (92.8% sales share) highlight e-commerce trends applicable to optimizing production processes.

Pop Mart's case offers solution insights amid the globalization trend in the collectible toy industry.

1. Industry Trends: Overseas revenue share rose to 29.7%, accelerating globalization. Data like Southeast Asia's 478.3% growth reflects emerging market rise.

2. Client Pain Points: Localized operations (e.g., store expansion) address market entry challenges. The high membership sales ratio highlights user retention needs, requiring experience optimization.

3. Solutions: Data-driven decision-making (e.g., revenue forecasts) and robot store applications provide technological support. The full IP industry chain model inspires integrated service solutions.

Pop Mart's efficient platform operations offer lessons in merchant recruitment and risk management.

1. Platform Strategies: Offline store management (92 overseas, 374 in Mainland China) and robot stores (162 overseas, 2,189 in Mainland China) underpin growth. The 92.8% member sales share enhances sales efficiency.

2. Merchant Recruitment: Joint venture models for overseas expansion provide partnership examples. Full-year forecasts (overseas growth ≥200%) indicate strong appeal for merchants.

3. Risk Mitigation: Mainland China revenue grew 31.5% despite minimal channel expansion, demonstrating operational stability. Data monitoring (e.g., 4.573 million new members) aids risk control.

Pop Mart's business model innovations reveal new industry trends and implications.

1. Industry Trends: Overseas business achieved its target early (29.7% revenue share), demonstrating effective globalization. Triple-digit growth in regions like Southeast Asia (478.3%) shows emerging market potential.

2. Business Model: Full IP industry chain operation (incubation, retail, theme parks, digital entertainment) drives an integrated platform. The membership economy (92.8% share) and high growth forecasts (full-year ≥60%) provide an innovation case study.

3. Policy Implications: Localization strategies (e.g., store expansion) and joint venture models offer insights into regulatory adaptation. Data such as RMB 4.56 billion revenue (62.0% growth) supports foundational industry research.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

【亿邦原创】日前，泡泡玛特发布了2024年上半年业绩报告，显示出强劲的业绩增长势头，而海外业务成为其中最大的亮点。泡泡玛特董事长兼CEO王宁也在业绩说明会上指出：“海外业务是泡泡玛特近几年的核心业务，去年我们在业绩说明会上表示我们希望在海外再造一个泡泡玛特，我们已经提前几个月实现了这个目标。”

财报显示，上半年泡泡玛特实现营收45.6亿元，同比增长62.0%；经调整后净利10.2亿元，同比增长90.1%。这一业绩表现远超市场预期。

值得注意的是，上半年，泡泡玛特海外市场开拓及本地化运营推动其实现营收13.5亿元，同比增长259.6%，收入占比接近30%，成为核心增长引擎。

王宁在财报会上表示，公司对全年营收充满信心，预计全年增长不低于60%，海外增长不低于200%，并有望实现营收100亿元的目标。这一预测相较于年初的指引有了大幅提升，显示出泡泡玛特对业务增长的强劲信心和实力。

据悉，泡泡玛特自2018年起布局海外并逐步推动全球化战略，2024年上半年，港澳台及海外业务营收占比提升至29.7%。上半年，港澳台及海外业务线下门店数量达到92家（含合营），机器人商店达到162台（含合营及加盟）。据此前披露数据，2023年泡泡玛特港澳台及海外业务收入和占比分别为10.66亿元及16.9%。

泡泡玛特也首次披露了海外各大区域业绩及收入占比。其中，东南亚市场实现营收5.6亿元，在海外市场营收占比41.1%，同比增长478.3%；东亚及港澳台地区实现营收4.8亿元，收入占比35.4%，同比增长153.7%；北美市场实现营收1.8亿元，收入占比13.2%，同比增长377.7%；欧澳及其他市场实现营收1.4亿元，收入占比10.3%，同比增长158.8%，四大区域增速均是三位数增长。

从区域业绩来看，东南亚市场是泡泡玛特最大且增速最快的海外市场，东亚及港澳台地区、北美市场以及欧澳及其他市场也均实现了三位数的增长，显示出泡泡玛特在全球范围内的广泛影响力和市场潜力。

尽管海外业务表现出色，但目前占据泡泡玛特大头营收的依然是中国内地业务。财报显示，上半年中国内地市场营收为32.1亿元，同比增长31.5%。泡泡玛特在中国内地新开20家线下门店，门店数量增至374家，机器人商店数量则微降至2189家。尽管线下渠道并未大幅扩张，但泡泡玛特依然实现了有机增长，显示出其强大的品牌号召力和市场运营能力。

在会员方面，截至2024年6月30日，中国内地累计注册会员总数增至3892.7万人，新增注册会员457.3万人，上半年会员销售占比为92.8%。这一数据表明，泡泡玛特在会员运营方面也取得了显著成效，为公司的持续增长提供了坚实的用户基础。

据了解，潮玩品牌泡泡玛特成立于2010年，围绕IP孵化与运营、潮流玩具与零售、主题乐园与体验、数字娱乐四大领域，构建了覆盖潮玩IP全产业链的综合运营平台。其业绩主要分为中国内地业务，港澳台地区及海外业务。

亿邦持续追踪报道该情报，如想了解更多与本文相关信息，请扫码关注作者微信。

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FAQ回顾

泡泡玛特2024年上半年业绩表现如何？

泡泡玛特2024年上半年实现营收45.6亿元，同比增长62.0%；经调整后净利10.2亿元，同比增长90.1%。其中海外市场营收13.5亿元，同比增长259.6%，收入占比提升至29.7%。

泡泡玛特海外业务在哪些区域增长最快？

东南亚市场是最大且增速最快的海外市场，营收5.6亿元占比41.1%，同比增长478.3%。东亚及港澳台、北美、欧澳及其他市场也均实现三位数增长，增速分别为153.7%、377.7%和158.8%。

泡泡玛特在中国内地的业务情况如何？

中国内地市场营收32.1亿元，同比增长31.5%。线下门店增至374家，累计注册会员达3892.7万人，会员销售占比为92.8%，显示出强大的品牌号召力。

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