ʻO kahi nūhou "ma hope o 1995, ua loaʻa i nā kaikamahine he ʻumi miliona o ke kālā no ka hana ʻanapulupulu pēpē ” lawe mai i nā pēpē pulupulu i ka ʻoihana. Wahi a ka ʻikepili nui o ka micro store APP, mai 2017 a 2020, ua piʻi ka nui o nā mea kūʻai aku i ka pulupulu me nā moʻolelo kālepa mai lalo o 400 a kokoke i 10000, me ka piʻi ʻana ma mua o 20 mau manawa i ʻekolu mau makahiki. Eia kekahi, i ka makahiki 2021, ʻoi aku ka nui o ke kālepa kūʻai pūnaewele o ka pēpē pulupulu ma mua o 1 biliona yuan.
Mai ka poʻe liʻiliʻi a hiki i ka lehulehu, ua loaʻa ka nui o ka nānā ʻana o ka pulupulu pulupulu, ʻaʻole wale ia i hānau i ka hōʻikeʻike ʻoihana ʻoihana ʻoihana ʻoihana waho, akā mālama pū kekahi i ka 2021 Cotton Doll Fashion Festival ma Taobao, a he nui nā animation, nā kiʻiʻoniʻoni a me nā pāʻani televise. ua hoʻokomo ʻia nā mea ʻai meaʻai a me nā meaʻai ʻē aʻe i loko o ka ʻāpana derivatives e hoʻomohala ʻia. Hiki ke ʻōlelo ʻia ua lilo ka pāpani pulupulu i kahi puka ʻē aʻe ma hope o ka pahu makapō a me ka pāʻani o ke kai.
Mai ka pōʻai pā a hiki i ka pōʻai au, ua ʻokoʻa mālie ka pōʻai pulupulu.
Ua hānau ʻia ʻo Cotton doll i ka makahiki 2015. He pāʻani pāʻani ia i hana ʻia e nā mea pā o kahi hui kiʻi ma South Korea e pili ana i ke kiʻi o nā lālā o ka hui. He nani a ho'ōla ke kiʻi o ka pēpē, no laila ua lilo ia i mea kaulana i waena o nā mea pā a me nā mea hoihoi. Ma muli o kēia kumu, ua kaulana nā pēpē pulupulu i nā mea pā no ka manawa lōʻihi. Ma hope mai, me ka nui aʻe o ka poʻe i aloha i ka pulupulu pēpē, ua māhele mālie ʻia ka ʻāpana i ʻelua mau ʻāpana: ʻo ka pēpē i hoʻopili ʻia a me nā ʻīlio pili ʻole.
ʻO ka mea i kapa ʻia ʻo Doll me nā hiʻohiʻona e pili ana i ka prototype o ka pulupulu pēpē, me ka ʻaʻole i kaupalena ʻia i nā hōkū, nā kiʻi paʻi kiʻi, nā kiʻi pāʻani, nā kiʻiʻoniʻoni a me nā kīwī, a pēlā aku. hiʻohiʻona, ke ʻano, ke ʻano, ka hoʻohālikelike ʻana i nā lole, a me nā mea ʻē aʻe. Ma muli o ke kākoʻo prototype, ʻaʻole ʻino loa ke kūʻai ʻana o kēia ʻano pēpē. No ka laʻana, ʻo ke kūʻai aku ʻana o hoʻokahi "pēpē olohelohe" (nā pēpē me ka lole ʻole) o kahi hōkū ma kahi hale kūʻai WeChat ma mua o 40000 mau ʻāpana.
Mai kēia hiʻohiʻona, ʻano like nā pēpē me nā ʻano me ka hui pū ʻana o IP a me nā pēpē pulupulu - ua like ka prototype o nā pēpē me IP. ʻO ia ke ʻano o ka nui o ke kūʻai ʻana o ka huahana ma muli o ka kaulana IP a me ka nui o ka hui fan.
ʻO ka ʻokoʻa o ka pāʻani pāʻani me nā hiʻohiʻona ʻo ia ka pēpē me ka ʻole o nā ʻano, ʻo ia hoʻi, ka pēpē pulupulu me ka ʻole prototype, i hoʻolālā piha ʻia e ka "makuahine pēpē" mua (ʻōlelo, e like me ka mea hana) a i ʻole e ka mea hoʻolālā i koho ʻia. He ʻano like kēia ʻano pēpē me ka IP kumu me ka ʻole o ka ʻike, e koi pinepine i kahi manawa o ka mahiʻai ʻana a me ka hoʻolaha ʻana, a ʻo ka nui o ke kūʻai ʻana o ka huahana e pili ana i ka nui o nā mea pā e hiki ke aloha a ʻike i ke kiʻi o ka pēpē.
Mai kēlā me kēia kanaka a hiki i nā hōʻailona, e hele mālie nā pēpē pulupulu
Ma muli paha o ka hānau ʻia ʻana e nā mea pā pākahi, ʻo ka poʻe i hana i nā pēpē pulupulu he poʻe hoʻokahi no ka manawa lōʻihi, ʻo ia hoʻi, ka "makuahine pēpē" i ʻōlelo ʻia ma luna. Ua hoʻomaopopo ʻia he hiki i ka "makuahine pēpē" ke kuleana no ka hoʻolālā ʻana i nā holoholona i hoʻopili ʻia, ke kelepona ʻana i nā mea hana, ke kūʻai aku ʻana i nā huahana ma nā kahua e-commerce, ka hoʻouna ʻana a me nā loulou kaulahao ʻē aʻe. Ma kēiaʻano, he mea maʻalahi ka "makuahine pēpē", akāʻoiaʻiʻo,ʻaʻole.
ʻO ka hapa nui o nā "makua pēpē" kūʻai aku i nā pēpē pulupulu ma mua o ke kūʻai ʻana, mai hoʻokahi a ʻelua paha mahina a ʻelima a ʻeono mahina. Eia hou, hiki i ka nui o ke kūʻai aku i ka palena liʻiliʻi o ka hale hana ma mua o ka hoʻomau ʻana i ke kūʻai aku, inā ʻaʻole, e hoʻopau ʻia ke kauoha. Ma hope o ka hōʻoia ʻana e hiki ke hana nui ʻia nā pēpē pulupulu, ʻo ke kauoha pūʻulu a i ʻole ka "makuahine pēpē" nāwaliwali e hana i ka hoʻopuka virtual, a pono ka mea kūʻai aku e hōʻoia i ke kauoha e hōʻoia i ka "makua pēpē" e loaʻa mua ka uku. Ma hope o kekahi mau mahina, e hāʻawi maoli ka "makuahine pēpē" i nā pēpē pulupulu ma hope o ka pau ʻana o ka hana ʻana, a hāʻawi i ka helu bila kikoʻī no ka mea kūʻai aku e nīnau ai.
Ma hope o ke kaʻina hana holoʻokoʻa, pono e hiki i ka mea kūʻai ke loaʻa i nā waiwai me ka maʻalahi, e hilinaʻi ana i ka "makuahine pēpē" e mālama i kā lākou'ōlelo hoʻohiki. ʻOiaʻiʻo, ʻaʻole hilinaʻi nā "makua pēpē" āpau. I loko o ka pōʻai o nā pēpē pulupulu, holo pinepine nā "makua pēpē". Eia kekahi, ʻo nā "makua pēpē" he poʻe ma hope o nā mea a pau, a he paʻakikī ke hahai i ka hana ʻana o nā pēpē i ke kaʻina holoʻokoʻa. No laila, hāʻawi hope ʻia nā pēpē pulupulu i nā mea kūʻai aku i nā pilikia kaohi maikaʻi. Eia kekahi, ʻo ka nui o nā "makua pēpē" e hana i nā pēpē ʻano e pili ana i ka hewa, he kumuhana hoʻi ia o ka hoʻopaʻapaʻa pau ʻole.
Me ka hoʻonui ʻia ʻana o ka lehulehu a me ka mākeke o ka pulu pulupulu, ua hoʻonui pū nā mea hana o ka pulupulu i kā lākou ʻoihana / mau hōʻailona mai kēlā me kēia kanaka. I kēia manawa, ʻo nā ʻoihana a me nā hōʻailona e hoʻomaka ana i ka pēpē pulupulu me nā ʻoihana pāʻani, e like me Baixingrui a me Mengshiqi; ʻO nā pahu pēpē pulupulu kūikawā, e like me Rua Baby Bar a me MINIDOLL; ʻO nā brand Chaoplay, e like me TAKITOYS, Koi Naqu, Bubble Mart, etc.
Inā ʻōlelo ʻia ʻo "nā pēpē pēpē" ke ʻano o ka "hoʻokumu ʻana i ka uila no ke aloha", a laila makemake ka ʻoihana / brand i ka mākeke o nā pēpē pulupulu. ʻO kā lākou komo ʻana ua hoʻohālikelike ʻia ka mākeke pēpē pulupulu, no ka mea, he mau mea hoʻolālā ʻoihana ka ʻoihana / brand, nā hale hana docking lōʻihi a me ka hui pū ʻana, nā kahua e-commerce nona iho, nā ala hui, a me nā mea ʻē aʻe, hiki ke hāʻawi i nā huahana me ka hōʻoia maikaʻi, a me ka ʻO nā pēpē me nā hiʻohiʻona i hoʻokuʻu ʻia e loaʻa i ka mana maoli, ʻoiai ke kūlana o ka hōʻoia ʻana i ka loaʻa ʻana o nā waiwai ma mua o ke kūʻai mua ʻana ʻaʻole maoli.
Pehea e hopu ai ka ʻoihana pāʻani i ka makani hou?
E like me ka mea i ʻōlelo ʻia ma luna, ua loaʻa i ka ʻoihana pāʻani kahi paionia i ka hoʻonohonoho ʻana i ke ʻano o nā pēpē pulu. Ua hoʻomaka ʻo Guangzhou Baixingrui Culture Co., Ltd. (i kapa ʻia ʻo "Baixingrui") e ʻike i ke ʻano o nā pēpē pulupulu i ka hoʻomaka ʻana o 2021. "I kēlā manawa, ua ʻike ʻia ua hoʻomaka mālie kēia ʻāpana mai ka liʻiliʻi a hiki ka ike ana a ka lehulehu, a ke ohi nei a nui ka poe e nana ana i na pepeke pulupulu. ʻO kahi pepeke hiki ke hoʻololi i nā lole a me ka ʻaʻahu hiki ke lawe i ka hauʻoli i nā poʻe he nui, a ʻo nā mea e hiki ai ke hoʻohauʻoli ke loaʻa nā wahi koi, no laila ua hoʻomaka mākou e hoʻolālā a hoʻolālā i kā mākou brand dolls pulupulu ponoʻī. Ua ʻōlelo ʻo Zhang Jiawen, ka luna nui, ua hoʻokumu ʻo Baixingrui i ka brand doll cotton "NAYANAYA" i ka waena o 2021.
Ma ka hoʻohui ʻana i ka nīnauele, ua hōʻuluʻulu ka mea kākau moʻolelo i ʻekolu mau ʻike o ka ʻoihana ma ke ʻano he pēpē pulu:
ʻO ka mua, hoʻonohonoho ʻokoʻa.
Hoʻokaʻawale ʻia nā pēpē pulupulu i kūʻai ʻia ma ka mākeke i "nā pēpē olohelohe" a me nā pēpē me nā lole. ʻO ke kumu kūʻai o nā "pēpē olohelohe" ma lalo o 100 yuan. ʻO ke kumu kūʻai o nā pēpē me nā lole ʻoi aku ka nui ma mua o 100 yuan, a ʻo kekahi ke kumu kūʻai he 300 yuan a ʻoi aku paha. Eia kekahi, ʻo 20cm ke kiʻekiʻe maʻamau o nā pēpē pulupulu.
“ʻO ka hoʻonoho ʻana i nā pēpē pulupulu o kā mākou hui, he kumu kūʻai, ʻo ia hoʻi, ke haʻalele lākou i ka hale hana, ua lako lākou i nā lole e komo i nā lole maʻamau. ʻO ka pahuhopu ka hāʻawi ʻana i kēlā me kēia pēpē pulupulu i ka pono, i hiki i nā mea pāʻani ke komo i ke kiʻekiʻe ke kiʻi i nā pēpē pulupulu piha me ke kumu kūʻai haʻahaʻa. He ʻokoʻa kēia mai ka hapa nui o nā huahana ma ka mākeke e haʻalele ana i ka hale hana me nā 'kole kākā' wale nō. Ua ʻōlelo ʻo Zhang Jiawen i kēia manawa, ua hoʻokuʻu ʻo Baixingrui i nā pēpē pulupulu he 15, ʻo ia mau mea a pau nā hoʻolālā kumu, me 9 kaikamahine, 2 keikikāne a me 4 10cm pulupulu pēpē. Loaʻa i kēlā me kēia pēpē pulupulu kona ʻano a me kona ʻano ponoʻī, a komo nā mea a pau i nā lole kūlike.
Ua hoʻomaopopo ʻia ʻaʻole e hoʻomaka wale ʻo Bestarry i nā pēpē pulupulu mua i ka wā e hiki mai ana, akā e hoʻāʻo hou aʻe i nā lole a me nā mea pono o nā pēpē pulupulu. “Ke hoʻomohala nei mākou me ka wiwo ʻole a me ka noʻonoʻo ʻana i kahi manaʻo hou o ka hale nui o Mian Wa. Manaʻo mākou e hoʻokō i nā pono o nā mea pāʻani ʻē aʻe ma nā pae like ʻole i ka wā e hana ana i nā mea hoʻokūkū pilikino. "
ʻO ka lua, e hoʻopili i ka mea nui i ka maikaʻi.
Wahi a ka ʻikepili i hoʻokuʻu ʻia e ka WeChat Shop, ʻo ka pākēneka o ka post-00s, post-90s a me ka post-95s pulupulu pēpē pēpē ua hiki i 79%, ʻo ia hoʻi, ʻo 18-32 mau makahiki ka mea kūʻai nui o kēia ʻāpana. No lākou, ʻo ke kūʻai ʻana i nā pēpē pulu e "ʻoluʻolu iā lākou iho", no laila ke kiʻekiʻe loa nā koi no ka maikaʻi o ka huahana. Pono e hoʻomaopopo ʻia he ʻokoʻa ka pēpē pulupulu mai nā mea pāʻani plush. ʻO kāna hana, hoʻolālā a me kona kūlana he laulā maʻamau, a ʻo ke kumu o kona kumu a me ka hoʻomohala ʻana e hoʻoholo ai he kiʻekiʻe kona paepae komo a me nā koi kaʻina hana.
Manaʻo ʻo Zhang Jiawen ʻo ka maka o kahi pēpē pulupulu ke kī a me ka ʻuhane o ka huahana. Pono e hoʻihoʻi hou ʻia ka ʻōlelo, nā maka a me ke ʻano o ka maka e hōʻike i ke ʻano maoli a me nā ʻano o kahi pēpē pulupulu. "Ua kiaʻi nui ʻia kā mākou huahana e nā poʻe loea mai ka hoʻolālā a hiki i ka hana ʻana i ka pā. Ua hana pū nā mea hoʻolālā a me nā mea hana papa e hoʻopau i ka hana ʻana a hoʻololi a hiki i ka hana nui ʻana e hōʻoia i ke kaʻina hana e hoʻokō i nā kūlana. "
ʻO ke kolu, pono e pololei nā ala kūʻai.
ʻO ka poʻe ʻōpio o ka pulupulu ka poʻe ʻōpio, a ʻoi aku ma mua o 98% o lākou he wahine. No laila, pono e koho nā ʻoihana i nā ala kūʻai aku a me nā ala kūʻai aku i kūpono i kēia poʻe e hana i kahi hoʻolālā pololei, ʻoi aku ka nui o nā micro blog cotton dolls, cotton dolls' super words a me nā puke ʻulaʻula liʻiliʻi i hōʻiliʻili pinepine ʻia e nā mea pāʻani pulupulu.
Ua hoʻomaopopo ʻia ua wehe ʻo Baixingrui i kahi moʻolelo puke ʻulaʻula liʻiliʻi, WeChat video account, etc. Ma ka manawa like, e launa pū mākou me kekahi mau mea paʻi puke o "Baby Circle". "I ka wā e hiki mai ana, ua hoʻolālā ʻia e hoʻonui i ka launa pū ʻana me nā mea pā a hoʻoikaika i ka hoʻolaha ʻana i ka brand ma ke komo ʻana i nā hōʻikeʻike pēpē ʻoihana, mālama i nā mea kūʻai mua a me nā ala ʻē aʻe."
Ma ke ʻano o nā ala kūʻai aku, uhi ʻo Baixingrui i nā boutiques offline, nā hale kūʻai lole a me nā kahua e-commerce pūnaewele. Ua ʻōlelo ʻo Zhang Jiawen: "ʻO kā mākou kumukūʻai kūʻai nui o nā pēpē pulupulu he 79 yuan, a ʻo ke kumukūʻai kūʻai lole he 59 yuan, he kiʻekiʻe ke kumu kūʻai o ka hana. Mai ka wā i hoʻokuʻu ʻia ai ka huahana, ua paʻa loa nā kūʻai aku, me ʻelua ʻano o nā pēpē pulupulu e kūʻai aku ana i ka maikaʻi a me ka maikaʻi. Hōʻike nā mea kūʻai aku iā lākou ma waho o ka pōʻai, a ua aloha ʻia lākou e nā mea kūʻai aku he nui. Nui nā bloggers e hana i nā wikiō liʻiliʻi no lākou. "
Ka manawa hoʻouna: Dec-15-2022