Fever to fatigue? Pop Mart is actually happy that Labubu resale prices are dropping
This summer, the Monster Toy Labub, with its cute and chaotic energy, has captivated the world and commanded re -sales marking that will blush daily traders or rolex palettes. According to Nomura, a hidden Blind Box printing was selling over 2,000% of retail prices. Last monthThe robbers in California organized a $ 30,000 robbery.
Now, there are signs that the secondary market has lost steam-Scalpers panic, watching prices half or more. However Pop MarchThe Chinese company behind the phenomenon said the accident was what they want.
Pop March, a statement sent to CNBC E -Post, “Our products, art and joy they really have been made for people who really connect – and we love to see this passion. This art is accessible for us to be accessible.” He said.
“Purchases only ‘to make’ profit ‘if purchases, this model will eventually collapse.”
Ashley Dudarenok, the founder of China research firm Chozan, said that Pop March has previously allowed re -sales prices to work to encourage desirability, but now it has returned to a more stable, more sustainable model.
Dudarenok, “Labubu’s re -sales second -hand market, the toy’s popularity significantly increased.” He said. “At the same time, the long -term is not too healthy, because it alienates your real customers, your long -term customers. And pop March does not want to be a single -stroke curiosity.”
Shanghaı, China – June 09: Labubu figures and babies are exhibited at a pop march store in Shanghai, Shanghai on June 9, 2025. From Southeast Asia and Europe to the United States and the Middle East, the Labubu, the popular character from the Chinese toy company Pop March, takes the world to the storm. (Photo: VCG/VCG through Getty Images)
VCG | Visual Chinese Group | Getty Images
Secondary Market Barometer
After increasing the production to CNBC to meet the demand of POP Mart, the re -sales prices of the labubu dolls began to decrease.
The Beijing-based company said that POP MARCH is about 30 million plush toys-10 times higher than the year’s production levels.
However, analysts point to the demand for cooling as another factor for the Chinese mainland and old versions.
Lotus Asset Management Head Investment Officer Hao Hong said, “SCRIPERS releases inventory because they are afraid that they will not be able to sell if they stock too much.” He said.
Pop March shares fell 22% last month.
In Morningstar, Özsermak Analyst Jeff Zhang sees the secondary market as a barometer for the hottest products of Pop March. When the demand exceeds the supply, the sales platforms become the place of transactions and become an important indicator of where interest is directed.
According to LSEG data, Pop March’s shares fell 16% last month, but still increased by more than 200% annually.
Beyond bubble
Pop March is not profit from the secondary market; The earnings come when they buy it directly. Nevertheless, the perception of scarcity produced helped.
The golden clock will last forever. I think Hermès will last for a long time… It won’t be a baby.
Hao Hong
Chief Investment Officer, Lotus Asset Management
It may be necessary to bring back the Labubu to the Earth, because the mass -produced toys are not luxurious products due to their nature.
Hong, “Gold will last forever. I think Hermès will last for a long time … There will be no baby.” He said.
For now, analysts expect the largest hits, such as Pop Mart’s labu, next year, especially in North America and Asia-Pacific.
Pop March is already a TEMA Park and Uniqlo, Disney and Coca-Cola cooperates with international brands. The company also invests in the original animation to reveal character personality and backgrounds.
Morningstar’s Zhang said that considering the finite life of a product, companies should take advantage of the buzz when they stop. POP MARCH goes beyond the blind box strategy that helps consumers to feed the madness but has warned China’s state media about the addictive effects on children.
Next hit
The real test for Pop March is not that the Labubu is not a hot pattern – whether it can come back.
Dudarenok compared Pop Mart’s teams with “today’s anthropologists” and watched the hopes and struggles of niche consumer groups to echo.
“Pop Mart is constantly digging and looking and curated. Still, it lasted for a few years. It was not created and became an international feeling three months later.” He said.
“I believe they will still surprise us with something cool in the coming years.”
