On January 1, 2022, the first flagship store of PAQU, a sub-brand of Bubble Mart, was officially opened in Shanghai Metro City, and on the same day, PAQU X APPortfolio "Born to Make" Snow Angel Mickey Charity Special Exhibition was unveiled, and the exhibition will last for 3 months.
The person in charge of the project said in an interview with the media that it can be regarded as a new exploration of Bubble Mart, relying on the support of the group in supply chain, capital and other aspects, hoping to bring everyone a more diversified immersive trend consumption experience, while providing a systematic IP incubation method for emerging designers and artists to help cutting-edge designers grow.
The first flagship store landed in Shanghai to support the growth of cutting-edge IP
It is understood that Shanghai Baoqu is a wholly-owned subsidiary of Bubble Mart, and Bird Fun maintains independence in operation, whether it is offline stores or operating ideas are quite different from Bubble Mart. Baoqu positions the incubation platform of China's emerging designers, and supports more niche IP through the online and offline system of Baoqu and the ability to mine IP.
"The offline store will make a deep combination of the retail block and the space art exhibition block, and the core is to break the traditional store logic and truly present the content of the tide play and the expression of the trend art to consumers." The person in charge of the above-mentioned Huqu project said.
Different from the general offline tide play store, in addition to the sale of products, the flagship store also specially set up a trend culture experience area. The sales area of tide play products displays a large number of works by emerging artists, among which KUBO, which is known as the biggest dark horse of tide play in 2021, is particularly eye-catching.
Relying on Bubble Mart's strong supply chain and IP operation methodology precipitated for many years, Baoqu will deepen the mining of cutting-edge IP. In terms of IP, at present, Baoqu has signed IP such as KUBO and Jiaolu Cat, and there are more IPs under negotiation. The person in charge of the project said, "In the future, Ituuu will actively explore cutting-edge designers to provide them with an IP incubation system for product development, integrated operation, supply chain support and omni-channel consumer reach, integrate online and offline resources, and help them grow." ”
"I am very happy that KUBO can be recognized, and I hope that more people can like KUBO's design in the cooperation with Baoqu, and I hope that more and more designers can get better development with the help of systematization, so that China's tide play original design force is stronger." KUBO designer bag said.
"In fact, the focus is to start from the content of THE IP, open the familiarity of consumers with the IP, and slowly deepen the understanding of the IP, we will also go to see some designers who have just started, just in the creative stage, but also did some in-depth exchanges with them, hoping to explore potential original talents through earlier intervention." The above-mentioned person in charge said.
It is worth noting that at the same time as the opening of the first flagship store of Bay Fun, snow Angel Mickey Charity Exhibition was held simultaneously, this public welfare exhibition is in cooperation with APPortfolio, APPortfolio invited several stars as creators, personally designed Snow Angel Mickey, donated to charity and bid for and displayed at The Charity Exhibition.
Explore the trend art space and help promote the culture of tide play
On December 24, 2021, the National Situation Survey and Big Data Research Center of the Chinese Academy of Social Sciences released the "2021 China Trend Toy Market Development Report", which shows that the global market size of the tide play industry is expected to reach 34.6 billion US dollars in 2022. Under the background of the overall development of the global tide play industry, China's trend toy industry has also shown great market potential. As of 2020, the scale of China's tide play market has reached 29.5 billion yuan, with a compound annual growth rate of 36% in 6 years, and it is expected that the domestic tide play market size will reach 47.8 billion yuan in 2022.
The tide play market is in the rising period of the industry, and the format of the trend industry is constantly changing. The exploration of art space expression of the tide play offline store means that the offline store will no longer be a single store logic in the future, and there is an opportunity to turn the fun into a gathering place and playground for the trend crowd through the trend art exhibition, artist signing, tide play theme salon, etc. At the same time, such a setting is also in line with the actual pain points of original designers in the current industry.
"Now the demand for original solo exhibitions by studios or artists is relatively large, but there are very few that can meet their needs for solo exhibitions, and the venue is not enough." Bubble Mart has several big exhibitions every year, and we intersperse between exhibitions, which can provide IP with more solo exhibition opportunities, which is a complementary. The above-mentioned person in charge said.
From the perspective of the market environment, there are many large theme exhibitions hatched by some IP in the shopping malls in the domestic market in the past two years, and the trend art space in the offline store of Huqu, such as making these exhibitions more miniaturized, has moved into the store. The above-mentioned person in charge revealed that although the Puqu Trend Art Space did not do much pre-publicity, it has been promoted smoothly in the circle, "The exhibition plan for 2022 has been completed." ”
The above-mentioned person in charge said that the first thing to do is to express the concept and plan of the space, do a good job of deepening, and achieve sustainability. I hope that in the future, we can tap into talented and potential new designers and give them a platform to help them break through the barriers between art and business. "In the first year we didn't think much about profitability. The current kubo signing is what we think has great potential, and we hope that through the support of Baoqu, KUBO will become a symbol of trend culture. ”
With the first flagship store landing in Shanghai as the beginning, Bubble Mart's exploration of offline has entered a new stage, trying to break the pure store logic through the attempt and exploration of Huqu, paying more attention to the sense of consumer cultural experience, and supporting more cutting-edge IP in the process. In the eyes of the industry, this new exploration of the head enterprise of tide play will continue to help the promotion of tide play culture.
Image source: Provided by the brand