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BearishIs Pop Mart going crazy? Spending big on home appliances
Recently, Pop Mart has had two major events that I want to share with everyone. Helping you track the company.
First up, the LABUBU fridge
This is Pop Mart's first real home appliance, just launched on JD at the end of April.
The key point is the limited number, which needs to be made clear; there are two versions: the Home version and the House of the Monsters version. Each version is globally limited to 999 units, and each one has its own unique number.
So, in total, that's 1998 units, priced at 5999 yuan each. This isn't just about selling home appliances; it’s leveraging the LABUBU IP to test the waters of extending collectible toy attributes into the appliance realm, focusing on scarcity and themed experiences.
The second item is the Pop Mart City Park
Original opening date: September 26, 2023, officially opening.
Current renovation/refresh progress:
• Currently in the final stages of Phase One renovation, the overall project has taken a year.
• By April 30, the new Phase One area will open (mainly featuring LABUBU and DIMOO IP areas), with about 70% of new facilities ready for the May Day traffic.
• By July 30, there will be a full opening, with all remaining areas and facilities completed and in use.
• In 2027, Phase Two construction will start, adding themed areas like SKULLPANDA and Star People.
The core idea behind these two moves from Pop Mart is actually simple:
Make MOLLY, LABUBU, and these IPs not just stand in blind boxes but also firmly establish themselves in people's lives.
But how far can Pop Mart really take these two chess moves? It's a question mark.
On one hand, there's the LABUBU fridge, priced at 5999 yuan; with a limit of under two thousand units for both versions combined. Is this a “high-end test” that can truly deliver the high-value perception of the IP, or just a limited “hype” to harvest fans? After all, when people buy home appliances, they still consider brand and practicality.
On the other hand, there's the Beijing park.
Opening part of it first, fully opening at the end of July, with continuous facility updates. Is this an attempt to turn the park into a “physical headquarters” for fans, creating long-term value through ongoing operations? Or is it just to cope with holiday traffic, relying on revamped facilities to maintain hype? The operational pressure of a physical entity isn’t small, you know.
$BNB
Recently, Pop Mart has had two major events that I want to share with everyone. Helping you track the company.
First up, the LABUBU fridge
This is Pop Mart's first real home appliance, just launched on JD at the end of April.
The key point is the limited number, which needs to be made clear; there are two versions: the Home version and the House of the Monsters version. Each version is globally limited to 999 units, and each one has its own unique number.
So, in total, that's 1998 units, priced at 5999 yuan each. This isn't just about selling home appliances; it’s leveraging the LABUBU IP to test the waters of extending collectible toy attributes into the appliance realm, focusing on scarcity and themed experiences.
The second item is the Pop Mart City Park
Original opening date: September 26, 2023, officially opening.
Current renovation/refresh progress:
• Currently in the final stages of Phase One renovation, the overall project has taken a year.
• By April 30, the new Phase One area will open (mainly featuring LABUBU and DIMOO IP areas), with about 70% of new facilities ready for the May Day traffic.
• By July 30, there will be a full opening, with all remaining areas and facilities completed and in use.
• In 2027, Phase Two construction will start, adding themed areas like SKULLPANDA and Star People.
The core idea behind these two moves from Pop Mart is actually simple:
Make MOLLY, LABUBU, and these IPs not just stand in blind boxes but also firmly establish themselves in people's lives.
But how far can Pop Mart really take these two chess moves? It's a question mark.
On one hand, there's the LABUBU fridge, priced at 5999 yuan; with a limit of under two thousand units for both versions combined. Is this a “high-end test” that can truly deliver the high-value perception of the IP, or just a limited “hype” to harvest fans? After all, when people buy home appliances, they still consider brand and practicality.
On the other hand, there's the Beijing park.
Opening part of it first, fully opening at the end of July, with continuous facility updates. Is this an attempt to turn the park into a “physical headquarters” for fans, creating long-term value through ongoing operations? Or is it just to cope with holiday traffic, relying on revamped facilities to maintain hype? The operational pressure of a physical entity isn’t small, you know.
$BNB
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