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Can bubbomat, which starts investing, tear off the "blind box" label?

via:AI财经社     time:2021/9/16 22:01:03     readed:208

Financial club cheng jing wen | AI

Edit | jeje

The tide plays the market again. After the theme park and "big baby" business, Bubble Mart began to invest again.

On September 13, Ningbo Playheart Regression Investment Co., LTD., a wholly-owned subsidiary of Paomat, was established. The registered capital of the subsidiary is 100 million yuan, and its business scope includes: investment activities with its own funds; Toys, animation and entertainment products sales; Enterprise management consulting, etc.

Bubble Mart has been investing since 2020. From an initial investment by its parent company to a dedicated investment company, Pommaat has upped the ante. It is understood that up to now, Paomaomat has invested in about 10 cases, covering art galleries, animated films, Hanfu brands, fashion buyer shops, two-yuan e-commerce, culture and art trading companies, animation creation companies and so on.

"We will focus on young people and IP related fields. We are not considering pure financial investment at present," He said regarding the investment company, according to media reports. In the early investment, Bubble Mart has also repeatedly mentioned the IP value of the investment enterprise.

As a matter of fact, as the "first wave of fad play", Boomermaite was limited by blind box after listing, and continued to suffer doubts from the capital market on its weak revenue and single IP. However, Wang Ning, founder of Bubble Mart, has repeatedly distanced himself from blind boxes in public occasions, emphasizing that Bubble Mart is an IP-based fashion play company.

For now, the action-packed Bubba Maat is trying to rip off the blind box label and create a trendy cultural landscape. But is this series of experiments a harbinger of bubblemat's resurgence, or a sign of anxiety under market pressure?

Recently, Bubble Mart led the investment in Wuhan two very cultural communication Co., LTD., holding 10%. This is the company B+ round of financing, investors in addition to Bubble Mart, but also including Chinese online, Eagle Horn network.

Tianyan data shows that 2 points 10 is an animation IP research and development operator with animation creativity, technology and operation as the core. It is reported that so far, the company has published more than 40 works, have "caretakers of silver", "I am Jiang Xiaobai", "the giant soldiers biography of the Great Wall, and other high quality hot IP, and cooperation with domestic and foreign well-known game reached a depth of digital CG, including the" hero ", "Onmyoji", "tomorrow the ark", "the king of glory.

With the gradual expansion of the influence of the animation market, for popular IP with strong expansion and connectivity, animation and film can further enrich IP and extend the life cycle of IP. It is worth noting that Bozomat has appeared in the production of Nezha and Green Snake in the past, and has also tried to launch a movie related action figure and blind box.

In addition to the addition of film and television animation, Bubble Mart also targeted the trend of culture. In April this year, Baomaomat has participated in the investment of Hanfu Chinese brand Shisanyu and fashion brand buyer Solestage.

It is understood that shishiyu is the flagship brand of Chinese fashion, and its products mainly include original Hanfu, Chinese fashion clothing, shoes, bags, household and other Chinese fashion daily consumer goods. The founder of THE B station guofeng UP owner Cardamom has nearly ten million fans. Solestage is currently the largest limited-edition sneaker consignment store in North America, mainly selling ultra-limited-edition shoes, fashionable clothing and accessories.

The cross-border cooperation from "IP+ blind box" to "IP+ culture", on the one hand, is bubbomat's exploration to get rid of the shackles of blind box; on the other hand, it is also the convergence choice of the popular play market after the blind box cools down.

Recently, 52TOYS, regarded as a strong rival of bubble mart, completed the largest financing in the industry this year, with a scale of up to 400 million yuan. It is reported that the financing will mainly be used for product research and development, incubation and investment of local designers, and brand upgrading.

Zhuang Shuai, a retail e-commerce industry expert and founder of Bailian Consulting, told AI Finance, "At present, many consumer enterprises have started to invest. The main reason is that enterprises have channels themselves, which can incubate products and brands. Second, it can further reduce the risk of enterprise operation and look for new opportunities. And finally, reduce competition by turning competitors into partners."

As the leading enterprise of the tidal game circuit, Bubble Mart has begun to build a moat through investment, but it may need to do more to win back investor confidence through "IP+ culture" in the current tidal game market.

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