"Before tearing open a box, you are right TA utterly ignorant. This is a not affirmatory game. " a blind box lover says so.
Recently, because of the hubble-bubble that blind box has his moment Ma spy company hands over book of raise capital by floating shares. Disclose data according to book of raise capital by floating shares, hubble-bubble Ma is special 2019 accrual 1.68 billion yuan, net profit 450 million yuan. Double the wool interest rate that is as high as about 65% is company of person of the same trade about. Backside of small blind box is the business that one sheet makes money.
The IP figure of rich originality and artistic quality let a toy become have the tide that collects value to taste, and while the unpredictability of blind box is adding shopping pleasure, also conduce to attract an user to repeat buy. Pack in what play a way newly below, tide toy had bigger additional cost, attracted many " old friend " buy sheet.
Nevertheless, IP operation and development are put in risk of certain intellectual property, hubble-bubble Ma apologized because of be suspected of borroweding especially in Feburary 2020. In the meantime, the bag outside product production also is company quality to tripartite manufacturer accuse to bring pressure. Although outstanding achievement is bright eye, but the tomorrow with hubble-bubble special Ma also is like " blind box " , still be a not affirmatory game.
Year into 1.6 billion, the point of sales below domestic line is close 1000
Day cat was released in August 2019 " 95 hind a list of names posted up of force of player chop hand is odd " show, the hand does surmount contest of wet shoe, report, become 95 hind most the hobby that burns money. Among them, "Blind box is collected is the domain with the rapiddest growth of hard nucleus player. On day cat one year nearly 200 thousand player goes up in blind box year of expenditure more than 20 thousand yuan.
Alleged blind box, show the product is put in the opaque box that pack. Before tearing open a box, buy the home to be opposite utterly ignorant of the toy inside the box. Buy the home to be able to choose product theme, but cannot choose the some money design inside product theme, partial product theme still set an amount more rare " conceal a money " . On June 1, 2020, because of the hubble-bubble that blind box has his moment Ma spy company hands in place to hand over book of raise capital by floating shares to couplet of Chinese Hong Kong, hopeful is become " blind box the first " .
The book of raise capital by floating shares with hubble-bubble particular Ma shows, the profitable speed of company of this tide toy is breathtaking. Even if all along looks, 2017-2019 3 years, hubble-bubble Ma is special company earnings is a RMB respectively 158 million yuan, 514 million yuan, 1.68 billion yuan; Net profit is a RMB respectively 15 million yuan, 99 million yuan, 450 million yuan, wool interest rate is respectively 47.6% , 57.9% reach about 65% . Horizontal all along looks, the wool interest rate with hubble-bubble special Ma travels together more than far. South the reporter notices, hubble-bubble Ma is special 2019 company wool interest rate is achieved about 65% , and in domestic A the toy business gross profit of two companies leads Bao Yizhi of the Gao Le share that appear on the market, state to have 22.3% only, 32.99% .
Make an enterprise differ with exporting the market to give priority to with traditional toy, the main sale market with hubble-bubble special Ma is in home. Look from book of raise capital by floating shares, nearly 1000 retailing shops and robot shop wove Chinese churchyard hubble-bubble Ma sells a network below special wire, the accrual that comes from a line to leave channel is occupied had compared half. Book of raise capital by floating shares shows, up to by 2019, the retailing shop that hubble-bubble Ma opens in Chinese churchyard especially 114, robot shop 825. 58.7% what retailing shop and accrual of robot shop contribution hold gross earnings of the corresponding period.
Besides the accrual below the line, earnings of the channel on the wire with hubble-bubble special Ma also grows driving. 2019, hubble-bubble Ma is special accrual of the channel on the line is occupied in gross income than 32% . With small letter small order is exemple, book of raise capital by floating shares shows, in September 2018, hubble-bubble Ma is especially on small letter line " hubble-bubble takes box chance " . Foreword designed Xiaocheng " blind box " draw-out feature embedded interactive function, conduce to the sale that increases box of the blind on the smartphone. Roll out up to now, its earnings increases 271 million yuan 23 million yuan to the RMB 2019 by the RMB 2018.
Many IP figure year enter 100 million yuan, "Blind box " heat of silk of sale be pollinated be pollinated is held in both hands
Beijing hubble-bubble Ma is special culture originality limited company (abbreviation " hubble-bubble Ma is special " ) held water in October 2010, opened the retailing shop below a line in Beijing at of the same age. In developing a process, hubble-bubble Ma is based on high grade IP to figure is developed and sell tide toy product especially, upgrade from pure channel business business of the operation that it is IP. Among them, molly is the first IP that hubble-bubble Ma commercializes especially successfully, also be the fascia product of the company.
Molly is a toot is worn lip, having the little girl of lake blue big eye. She was created by artist of a Hong Kong 2006. 2016 first half of the year, hubble-bubble Ma receives Molly authorization especially, develop series tide to enjoy a product. In August 2016, hubble-bubble Ma rolled out first especially " Molly Zodiac " blind box series. Book of raise capital by floating shares shows, toy product earnings achieved 410 million yuan related Molly 2017, hold company gross earnings nearly 90% .
The one artillery piece of Molly has his moment the tremendous potential that made hubble-bubble Ma special see IP tide plays. 2018 since, hubble-bubble Ma was gotten again especially have oneself, blame is exclusive, exclusive wait for many IP figure, and do sth following a set pattern undertakes commercializing operational. 2019, molly accrual 456 million yuan, 32.9% what hold company gross earnings about; And PUCKY, dimoo, the relevant tide of the IP figure such as The Monsters enjoys a product year accrual already all exceeded 100 million yuan, become " IP of 100 million yuan of class " .
Hubble-bubble Ma is special book of raise capital by floating shares shows, in December 2019, the participator that the company ever entrusted tripartite to investigate an orgnaization to be opposite 1200 to choose randomly inside Chinese different city is investigated. The result shows, the age of the tide toy consumer of more than 95% uprights 15 to 40 years old, and 63% hold bachelor or above degree. In addition, originality designs the mainest factor of the consideration when buying tide toy for consumer.
The IP figure of rich original artistic quality let a toy become have the tide that collects value to taste, and while the unpredictability of blind box is adding shopping pleasure, also conduce to attract an user to repeat buy. Pack in what play a way newly below, tide toy had bigger additional cost, attracted many " old friend " buy sheet.
"I feel the box that tear open blind spends money to buy joy namely. Before tearing open, meeting bosom is put expect, conference results is surprizing after tearing open. " 95 hind player of female blind box tells so south reporter. To enjoy the surprise move that be taken on the spot and tears open a box, she still is chosen designedly odd below machine of hypostatic blind box, do not choose basically to be bought in store of electric business flagship.
Introduce according to her, her collect hubble-bubble Ma is special the toy of 8 blind box of the company, these 8-10 centimeter Lilliputian idol by her on the ark of the head of a bed that each places in the bedroom, to her one kind is cured feeling. "A lot of people enjoy collected pleasure. When resembling taking convenient side in one's childhood a bit, like to collect the card inside. And, shipshape the sense that displayed one pile still holds out bright, also suit to send a friend to encircle very much. " this player says.
Canal of IP accredit, quality accuses to have a risk, ceng Yin borroweds and apologize
On the industrial catenary of tide toy, hubble-bubble Ma serves as IP operation business and product distributors to be located in in industrial catenary especially downstream. And the artist that creates IP, stylist, and the manufacturer that produces a product is located in industrial catenary upper reaches. Opposite at selling segment downstream go from victory to victory, the upriver IP operation with hubble-bubble special Ma and product quality control have certain and potential risk.
Before long before, hubble-bubble Ma is immersed in IP to taste the doubt that borrowed newly especially. On Feburary 8, 2020, hubble-bubble Ma is special beautiful series of AYLA animal fashionable dress is tasted newly external put on sale. Nevertheless, subsequently vermicelli made from bean starch points out, this product is suspected of borroweding overflow toy company DollChatueau additionally easily (Chinese name " baby castle " ) product. On Feburary 18, hubble-bubble Ma is special official small gain issues excuse statement, admit " problem of existence of process of individual style design, with likeness of @DollChatueau products plan " . Statement says, the company wears product of beautiful series of AYLA animal fashionable dress below will whole trench, already a refund of work off and recall.
The product quality control after the bag outside production also is the another pressure that hubble-bubble Ma faces especially. Weather eye is checked show, in January 2018, hubble-bubble Ma is special Shenzhen compasses of disagreement of product of Ceng Yin of a branch and be punished by administration. Punishment decides to say, 5 kinds of commodity with hubble-bubble special Ma offer raw material, example to entrust tripartite to produce business production by the company, because produce business to be in when shipment,error pressworks on outer packing, did not print the executive standard of the product on outer packing box, cause outer packing box to go up to did not implement a standard. In July 2019, because of,Ma spy product returns hubble-bubble " odour is big, doubt is like formaldehyde to exceed bid " cause heat to discuss for a time. Of the same age on July 3, on July 7, hubble-bubble Ma sends statement twice especially " from card innocence " .
In the book of raise capital by floating shares that referred on June 1 this year, hubble-bubble Ma expresses especially, the company gives a supplier the package outside the production of the product, quality control is carried out in whole production process. Nevertheless, "We or the norms that cannot control a supplier effectively to whether will abide by us strictly reach a specification, produce the raw material that product place uses for example. If is made reach sale defective product, will damage our reputation, bring about etc of lawsuit of product recall, consumer to may be opposite the behaviour that our business causes great and adverse effect. Bring about etc of lawsuit of product recall, consumer to may be opposite the behaviour that our business causes great and adverse effect..
Interview and write: South reporter Mao Shujie
