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小可爱虎宝贝

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小可爱虎宝贝

2021-05-17

什么时候才能复活呢[捂脸]

小可爱虎宝贝

2021-05-04

👍

对话泡泡玛特副总裁文德一：潮玩出海的下一站在哪里

小可爱虎宝贝

2021-05-04

👍

复星国际午后一度飙升12%，市值突破1000亿港元

小可爱虎宝贝

2021-05-04

👍

前程无忧盘前涨15%，传获德弘资本50亿美元收购

小可爱虎宝贝

2021-05-04

$通信系统(JCS)$ 加油哦

小可爱虎宝贝

2021-05-03

$通信系统(JCS)$加油💪

小可爱虎宝贝

2021-05-01

$通信系统(JCS)$下个礼拜加油💪

小可爱虎宝贝

2021-04-28

格力牛👍

格力电器：一季度净利润34.43亿元，同比增120.98%

小可爱虎宝贝

2021-04-28

👍

映客一季度营收18亿元，同比增长80%

小可爱虎宝贝

2021-04-28

$物农网(WNW)$啥时候能起来加油💪

小可爱虎宝贝

2021-04-27

$嘉楠科技(CAN)$ 今晚加油💪

小可爱虎宝贝

2021-04-23

$物农网(WNW)$希望快点好起来跌的也是醉了[捂脸]

小可爱虎宝贝

2021-04-16

$物农网(WNW)$越来越低等你等到花都谢了[捂脸]

小可爱虎宝贝

2021-04-02

$Chromadex Corporation(CDXC)$这支股什么时候能站起来[财迷]

小可爱虎宝贝

2021-03-28

加油

揭秘恒大造车：“智慧大脑”已激活，静待量产

小可爱虎宝贝

2021-03-28

支持国产品牌

抱歉，原内容已删除

小可爱虎宝贝

2021-03-28

$嘉楠科技(CAN)$期盼明天会有惊喜加油💪

小可爱虎宝贝

2021-03-19

$Timber Pharmaceuticals(TMBR)$今晚会有奇迹吗[难过]

小可爱虎宝贝

2021-03-18

$嘉楠科技(CAN)$就看今晚了加油💪

小可爱虎宝贝

2021-03-15

$物农网(WNW)$ 今晚看有没有奇迹发生加油💪

去老虎APP查看更多动态

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11:31","market":"hk","language":"zh","title":"对话泡泡玛特副总裁文德一：潮玩出海的下一站在哪里","url":"https://stock-news.laohu8.com/highlight/detail?id=1171005102","media":"36氪","summary":"摸索这几年，泡泡玛特的海外生意做得怎么样？\n\n尽管“潮玩茅台”仍未褪色，但泡泡玛特也需要为自己寻找一条新的增长曲线了。\n3月26日，泡泡玛特公布上市后第一份年报，年报显示，2020年，泡泡玛特总营收 ","content":"<blockquote>\n 摸索这几年，泡泡玛特的海外生意做得怎么样？\n</blockquote>\n<p>尽管“潮玩茅台”仍未褪色，但<a href=\"https://laohu8.com/S/09992\">泡泡玛特</a>也需要为自己寻找一条新的增长曲线了。</p>\n<p>3月26日，泡泡玛特公布上市后第一份年报，年报显示，2020年，泡泡玛特总营收 25.1亿元，调整后净利润为9.5亿元。2020全年，泡泡玛特共卖出约5000万个潮流玩具，依旧保持了一个比较强劲的发展势头。</p>\n<p>可营收增长的背后也暗藏着一些“不太乐观”的苗头，2018年和2019年，泡泡玛特的总营收同比增长率分别为225.5%和227.2%，而到了2020年，这个数字下降为49.3%，这里面固然有规模扩大导致增速回落的缘故，但面对很多品牌都会遭遇的“流量天花板”，为自己再打造一条增长曲线，也是泡泡玛特需要面对的课题。</p>\n<p>新增长也许将来自中国以外的市场。泡泡玛特的海外探索始于2018年，各种开店模式皆有尝试。2020年以来，尽管面临着疫情带来的不确定性，泡泡玛特还是选择尽力拓展生意。4月23日，泡泡玛特韩国新店在首尔江北区 55 I'PARK 购物中心开业，成为泡泡玛特半年内在韩国开出的第二家线下实体店（韩国首店于2020年9月开出）。</p>\n<p>在新加坡、马来西亚、加拿大温哥华等地，泡泡玛特也通过<a href=\"https://laohu8.com/S/300024\">机器人</a>商店、快闪店、电商等多个渠道进入市场。</p>\n<p>当然，海外业务整体还在起步阶段，不过发展势头较快。年报显示，泡泡玛特海外销售收入占全年整体收入的3%。但销售额从2019年的2689万元人民币，增长到了2020年的7417万元人民币，增长率高达176%。</p>\n<p>海外市场有机遇，但是也有许多风险和浅滩，在更加多元的市场，泡泡玛特会采取怎样的战略“踩点”和“避坑”？经过一段时间的摸索，泡泡玛特是否发现了海外市场和顾客的一些规律？面对海外市场的激烈竞争，泡泡玛特又该如何定位自己？海外市场会成为泡泡玛特的“第二成长曲线”吗？带着这些问题，我们采访了泡泡玛特副总裁、海外业务总裁文德一先生。</p>\n<p>以下为采访实录，采访内容在不改变采访对象原意前提下整理。</p>\n<p><b>谈海外战略和市场：</b></p>\n<p><b>Q: 泡泡玛特现在进入了20多个国家，泡泡玛特如何判断是否应该进入一个特定市场？以及，如何在已进入的市场铺开生意？</b></p>\n<p>文德一：泡泡玛特从2018年起开始做海外业务，刚接手时，我意识到，全世界有200多个国家（和地区），我们不可能同时进军多个市场，需要制定战略、做取舍。我们通过几个指标来确定一个国家是否“值得进入”，主要是宏观层面的硬指标，比如整个国家的经济体量、居民收入，以及人口、城市化率。当然，我们也会考虑这个国家和中国的地理距离（注：泡泡玛特的供应链都在中国）。</p>\n<p>根据这些指标，我们筛选出大概20多个适合当下进入的国家和地区，也就是日韩、东南亚和北美地区。</p>\n<p>在确认进入哪些市场后，我们会去思考进入方式。通常，我们采取“先 To B，后 To C” 的思路。所谓“先 To B”，是指在早期，我们要快速有效地进入市场，就需要和本地有实力的渠道商合作，帮助泡泡玛特快速铺货。而当 To B 模式进行了一段时间，市场对我们的产品和品牌足够熟悉后，我们会自己开直营线下门店、快闪店、机器人商店等等，提升用户体验和沉浸感。</p>\n<p>当然在我们自己决定开直营店后，也会遵循一个“先轻后重”的方式，先把模式较轻的机器人商店、快闪店开出来，视销售情况决定要不要开大店。</p>\n<p><b>Q: 泡泡玛特在韩国短时间内开了两家线下门店，背后是出于怎样的考虑？</b></p>\n<p>文德一：文化相近其实是一方面。韩国有一个特征是，它的娱乐行业非常成熟，影视、综艺都比较发达。而且，韩国的文娱产品不仅在本国很受欢迎，也能辐射到其他地区，尤其是东南亚。</p>\n<p>我们更看重的是这种影响力。当然我作为韩国人，确实感受到韩国民众对时尚、潮流的敏感性很高，更重要的是，每次韩国出现了一些新的文娱内容和话题，都会迅速传导到东南亚地区。</p>\n<p>现在丰富的社交媒体平台其实也助推了韩国文化向东南亚传导。韩国的综艺和艺人都有自己的 Youtube、TikTok 和 Ins 账号，我们计划发挥这个优势。下半年，我们想利用 TikTok 、Youtube 请韩国艺人站台，再通过韩国艺人的影响力推动东南亚国家的销售。</p>\n<p>另外具体到韩国二号店，半年内开两家店，其实也有一些考量。韩国一店开在了首尔江南区（注：首尔富人区），主要面对的是收入比较高、比较潮的用户群体。而二店我们选在了江北区的 l'PARK，江北区综合性商场比较多，附近也有地铁站和高铁站。这里同时是韩国潮玩、手办店的聚集地。这一次，我们针对的是潮玩、手办的发烧友们。</p>\n<p><b>Q：刚才您谈到要重点关注东南亚市场，但东南亚十几个国家经济和社会发展水平差异巨大，泡泡玛特想如何在这个地区做业务？</b></p>\n<p>文德一：东南亚国家间的差异确实比较大。不仅是政治和经济，法律法规的差异也有。比如说某些国家有保护本地企业的法规，外国公司不能在合资零售公司中控股，比如不同国家税点不同，对于我们盈利和内控也是有影响的。</p>\n<p>所以在东南亚，我们就采取了一个中心--发散的战略。以新加坡为中心，逐步打开其他国家市场。论国土面积和人口，新加坡在东南亚绝不突出，但新加坡经济、科技都比较发达，政策也比较开放，对周边国家辐射能力非常强，所以我们攻略东南亚地区，首先就要在新加坡扎根，建设分公司，然后利用新加坡的影响力辐射东南亚其他国家。</p>\n<p>此外，在新加坡布点，我们也有做好本土化的考量。本土化是个很困难的过程，泡泡玛特在东南亚，管理制度、营销模式都不可能和在中国一样，适应不同市场，需要由懂本地的团队来操作。</p>\n<p>当然在其他国家市场，我们依然会延续前述的“先轻后重”模式，比如说在越南胡志明市，那里其实有比较中高档的购物中心和有消费能力的消费者，我们就先搞了快闪店和机器人商店，然后判断一下这个城市有没有潜力，是否值得继续投入资源。</p>\n<p><b>Q: 现在海外很多国家疫情控制得还不够好，这是否影响到了泡泡玛特的生意？泡泡玛特是如何应对的？</b></p>\n<p>文德一：是会有一些影响。首先从我们的 To B 生意看，疫情会影响部分渠道商的稳定性。去年让我们比较痛苦的是，有的合作谈了很久，但是因为对方国家政策或者经济环境突然变化，或者对方自身财务状况等原因，谈判突然就中止了。</p>\n<p>面对这种情况，我们核心的判断是，不能等。不能因为要等合作伙伴恢复过来，或者政策扭转过来，我们就放缓进入这个市场。我们非常希望通过一个合作伙伴进入一个全新的市场，但如果出现了某些情况，那我们就自己在那边搭建团队、建渠道。疫情固然是个风险，但错过时机，损失更大。</p>\n<p>当然，在疫情早期，我们的物流也受到了一些影响。比方说疫情最严重的时候，我们发到欧美地区的货要90天才能送达，封城、清关时间变长，这都产生了一些影响。不过随着欧美地区的疫情在好转，物流也在恢复。</p>\n<p>另外就是，疫情影响了我们开店的节奏，比如说，韩国一店原定是要在去年四五月开业的，但是受疫情影响只能推迟到九月，在其他国家开店的计划也受到一些影响。这本身就是机会成本。还有，疫情期间，国际差旅基本都停了，一些工作无法当面碰头，只能在线上反复交代确认，难免出现沟通问题，影响效率。</p>\n<p>所以在这个阶段，我们会考虑修炼一些内功，比如在过去，我们的物流、库存管理全部都是依靠同事人工做表、统计实现的，效率很低。最近我们就全面上线了ERP, 我们找<a href=\"https://laohu8.com/S/ORCL\">甲骨文</a>搭建了一个全球打通的、实时的系统，这样我们能随时看到每个国家和地区的销售、库存以及盈利情况。</p>\n<p><b>谈用户、竞争与未来</b></p>\n<p><b>Q: 泡泡玛特的海外买家有什么样的特点？</b></p>\n<p>文德一：通过调研和访问，我们发现海外顾客和国内顾客的画像重叠度还是比较高的。这里主要体现在性别和年龄层两方面，国内和海外基本上都是75%的女性用户，25% 的男性用户。以及，国内国外的消费者基本都稳定在15-35岁这个年龄区间。</p>\n<p>另外从族裔来看，我们在新进入一个市场时会优先考虑海外华人，所以在很多地区，一开始我们的买家都是八成华人，两成其他族裔；但是伴随着用户对产品和品牌更加了解，其他族裔的用户也有明显增长，现在从整体来看，我们的海外顾客中大概有六成是其他族裔，四成是华人。</p>\n<p><img src=\"https://static.tigerbbs.com/522bf974c01fd91b541cfda3bca86c48\" tg-width=\"4032\" tg-height=\"1494\" referrerpolicy=\"no-referrer\"></p>\n<p>当然，也不能说国内和海外买家就是和中国“完全一样”的。毕竟每个国家的商业环境不同，语言、文化、宗教这些都有差别，对 IP 的偏好也不同，所以我们不会直接照搬国内的成功经验，要考虑本地需求。</p>\n<p>我们观察到，虽然海外消费群体和国内大体类似，但在一些细节上还是有比较有趣的区别。比如说，西方国家消费者年龄的众数要高于国内，这可能是因为国内青少年的零花钱（生活费）更高一些。</p>\n<p>另外就是购买习惯的差异，比如针对盲盒这种玩法，东方人就会比较习惯去享受那种“抽”的乐趣，但西方消费者不一样，他们非常看重“确定性”，西方消费者特别在乎能不能买到那个自己想要的、特定的玩偶，因此很多人会一下买一整套，就为了能买到自己最喜欢的那个玩偶。</p>\n<p>当然这也导致一个问题，就是早期我们在做跨境电商时，会发现来自西方顾客的退货比较多，原因就是这些消费者没买到自己最中意的那款潮玩。就直接申请退货了。</p>\n<p><b>Q: 那这是否意味着“盲盒”的形式在西方行不通呢？</b></p>\n<p>文德一：这倒也不是，西方消费者其实对“不确定性”并不陌生，只不过具体到潮玩这个品类，我们需要做好消费者的教育。举个例子，在全美国的中餐馆，商家都会在饭后给顾客送上几块“幸运饼干”（Fortune Cookie）, 用户掰开这个饼干，能看到里面夹着一张写着谚语或者吉利话的小纸条。某种意义上来说，这就是一个盲盒，因为顾客并不知道小纸条上会写什么内容，但幸运饼干这种点心，可是地地道道的美国货。这能够说明，西方消费者对\"盲盒\"也是有好奇心的，只不过需要一段时间来适应。</p>\n<p><b>Q:泡泡玛特非常关注 IP获取 和“盲盒”玩法，但在海外，美国有<a href=\"https://laohu8.com/S/DIS\">迪士尼</a>这种超强 IP，泡泡玛特如何同这些强大对手竞争呢？</b></p>\n<p>文德一：首先，我并不认为泡泡玛特和迪士尼、漫威这种国外大IP 是竞争的关系。我们更多地是从一个互相学习、共同合作的角度来思考问题。从产业链层面看，中国和这些来自日本、美国的大 IP 可以形成互助。中国是世界工厂，也是世界市场，合作是互利的。</p>\n<p>从泡泡玛特自身看，我们是个比较包容的平台，泡泡玛特跟很多大版权方都有一个长期合作的关系。比如说迪士尼，在早前，我们拿到了迪士尼 IP 的使用和二次创作的权限。而在今年，我们在上海环球港开了迪士尼特装门店，未来我们和迪士尼在商品和渠道层面也会有新合作。</p>\n<p>我们也会做好“借势”，确实，在一些海外店铺，顾客选择其他知名 IP 的概率会高于选择我们自有 IP 的概率。我们的应对方法是，学会引流，铺货选产品组合的时候，就要把大 IP 和自有 IP 组合到一起，期待形成一个引流。另外就是利用各种平台做好营销。</p>\n<p>同时，泡泡玛特自身也有护城河。首先我们在海外有几十人的团队。另外，我们是一个创业团队，敏捷性会更强一点，我们能快速测试新 IP, 一旦样品反馈好就马上投产。</p>\n<p>归根结底，作为一家潮玩企业，在未来的竞争中，我们还是要依靠 IP，尤其是自有 IP，另外就是做好组织、团队搭建，当然我们会保持和国外大 IP 的合作。</p>\n<p><b>Q: 日本的潮玩市场很发达，“扭蛋”这种类盲盒的玩法在日本也风行很久了，所以泡泡玛特对这个市场怎么看？</b></p>\n<p>文德一：日本的潮玩、手办和泡泡玛特的产品还是有一些区别的。日本手办产品文化属性相当强，会比较强调人偶背后的故事乃至价值观等等。而泡泡玛特的产品更加强调单品的设计本身，以设计为出发点的潮玩在日本也算是蓝海。</p>\n<p>另外一点是，日本潮玩手办的主要受众是男性，手办店在制定推广策略时会更加关注这个群体的偏好和意愿，而泡泡玛特的主要受众是年轻女性，这是两个不同的目标市场，我们在日本市场是可以找到自己的定位的。</p>\n<p><b>Q：2021年，我们海外业务的目标是什么？</b></p>\n<p>文德一：亚太市场一定是第一位的，当然我们也会兼顾北美和其他市场。另外，通过疫情，我们发现电商是个非常好的渠道，居家隔离这个政策本身就在把各种用户引向我们的线上渠道，所以我们会重点关注电商。当然，考虑到一些市场的实际情况，线下我们会重点看直营的机器人商店和快闪店。</p>\n<p>总体来看，今年，我们更关注一个“蓄势”，包括之前提到我们建 ERP 系统，其实是为了疫情过后快速的扩展先积累一些力量和经验。今年我们期待，海外的业绩能有3至4倍的增长，同时海外收入在公司整体营收中的占比也可以有所提升。</p>","source":"36k","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>对话泡泡玛特副总裁文德一：潮玩出海的下一站在哪里</title>\n<style 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}\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n对话泡泡玛特副总裁文德一：潮玩出海的下一站在哪里\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-05-04 11:31 北京时间&nbsp;&nbsp;&nbsp;<a href=https://36kr.com/p/1205219744364290><strong>36氪</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>摸索这几年，泡泡玛特的海外生意做得怎么样？\n\n尽管“潮玩茅台”仍未褪色，但泡泡玛特也需要为自己寻找一条新的增长曲线了。\n3月26日，泡泡玛特公布上市后第一份年报，年报显示，2020年，泡泡玛特总营收 25.1亿元，调整后净利润为9.5亿元。2020全年，泡泡玛特共卖出约5000万个潮流玩具，依旧保持了一个比较强劲的发展势头。\n可营收增长的背后也暗藏着一些“不太乐观”的苗头，2018年和2019年，...</p>\n\n<a href=\"https://36kr.com/p/1205219744364290\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/522bf974c01fd91b541cfda3bca86c48","relate_stocks":{"09992":"泡泡玛特"},"source_url":"https://36kr.com/p/1205219744364290","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1171005102","content_text":"摸索这几年，泡泡玛特的海外生意做得怎么样？\n\n尽管“潮玩茅台”仍未褪色，但泡泡玛特也需要为自己寻找一条新的增长曲线了。\n3月26日，泡泡玛特公布上市后第一份年报，年报显示，2020年，泡泡玛特总营收 25.1亿元，调整后净利润为9.5亿元。2020全年，泡泡玛特共卖出约5000万个潮流玩具，依旧保持了一个比较强劲的发展势头。\n可营收增长的背后也暗藏着一些“不太乐观”的苗头，2018年和2019年，泡泡玛特的总营收同比增长率分别为225.5%和227.2%，而到了2020年，这个数字下降为49.3%，这里面固然有规模扩大导致增速回落的缘故，但面对很多品牌都会遭遇的“流量天花板”，为自己再打造一条增长曲线，也是泡泡玛特需要面对的课题。\n新增长也许将来自中国以外的市场。泡泡玛特的海外探索始于2018年，各种开店模式皆有尝试。2020年以来，尽管面临着疫情带来的不确定性，泡泡玛特还是选择尽力拓展生意。4月23日，泡泡玛特韩国新店在首尔江北区 55 I'PARK 购物中心开业，成为泡泡玛特半年内在韩国开出的第二家线下实体店（韩国首店于2020年9月开出）。\n在新加坡、马来西亚、加拿大温哥华等地，泡泡玛特也通过机器人商店、快闪店、电商等多个渠道进入市场。\n当然，海外业务整体还在起步阶段，不过发展势头较快。年报显示，泡泡玛特海外销售收入占全年整体收入的3%。但销售额从2019年的2689万元人民币，增长到了2020年的7417万元人民币，增长率高达176%。\n海外市场有机遇，但是也有许多风险和浅滩，在更加多元的市场，泡泡玛特会采取怎样的战略“踩点”和“避坑”？经过一段时间的摸索，泡泡玛特是否发现了海外市场和顾客的一些规律？面对海外市场的激烈竞争，泡泡玛特又该如何定位自己？海外市场会成为泡泡玛特的“第二成长曲线”吗？带着这些问题，我们采访了泡泡玛特副总裁、海外业务总裁文德一先生。\n以下为采访实录，采访内容在不改变采访对象原意前提下整理。\n谈海外战略和市场：\nQ: 泡泡玛特现在进入了20多个国家，泡泡玛特如何判断是否应该进入一个特定市场？以及，如何在已进入的市场铺开生意？\n文德一：泡泡玛特从2018年起开始做海外业务，刚接手时，我意识到，全世界有200多个国家（和地区），我们不可能同时进军多个市场，需要制定战略、做取舍。我们通过几个指标来确定一个国家是否“值得进入”，主要是宏观层面的硬指标，比如整个国家的经济体量、居民收入，以及人口、城市化率。当然，我们也会考虑这个国家和中国的地理距离（注：泡泡玛特的供应链都在中国）。\n根据这些指标，我们筛选出大概20多个适合当下进入的国家和地区，也就是日韩、东南亚和北美地区。\n在确认进入哪些市场后，我们会去思考进入方式。通常，我们采取“先 To B，后 To C” 的思路。所谓“先 To B”，是指在早期，我们要快速有效地进入市场，就需要和本地有实力的渠道商合作，帮助泡泡玛特快速铺货。而当 To B 模式进行了一段时间，市场对我们的产品和品牌足够熟悉后，我们会自己开直营线下门店、快闪店、机器人商店等等，提升用户体验和沉浸感。\n当然在我们自己决定开直营店后，也会遵循一个“先轻后重”的方式，先把模式较轻的机器人商店、快闪店开出来，视销售情况决定要不要开大店。\nQ: 泡泡玛特在韩国短时间内开了两家线下门店，背后是出于怎样的考虑？\n文德一：文化相近其实是一方面。韩国有一个特征是，它的娱乐行业非常成熟，影视、综艺都比较发达。而且，韩国的文娱产品不仅在本国很受欢迎，也能辐射到其他地区，尤其是东南亚。\n我们更看重的是这种影响力。当然我作为韩国人，确实感受到韩国民众对时尚、潮流的敏感性很高，更重要的是，每次韩国出现了一些新的文娱内容和话题，都会迅速传导到东南亚地区。\n现在丰富的社交媒体平台其实也助推了韩国文化向东南亚传导。韩国的综艺和艺人都有自己的 Youtube、TikTok 和 Ins 账号，我们计划发挥这个优势。下半年，我们想利用 TikTok 、Youtube 请韩国艺人站台，再通过韩国艺人的影响力推动东南亚国家的销售。\n另外具体到韩国二号店，半年内开两家店，其实也有一些考量。韩国一店开在了首尔江南区（注：首尔富人区），主要面对的是收入比较高、比较潮的用户群体。而二店我们选在了江北区的 l'PARK，江北区综合性商场比较多，附近也有地铁站和高铁站。这里同时是韩国潮玩、手办店的聚集地。这一次，我们针对的是潮玩、手办的发烧友们。\nQ：刚才您谈到要重点关注东南亚市场，但东南亚十几个国家经济和社会发展水平差异巨大，泡泡玛特想如何在这个地区做业务？\n文德一：东南亚国家间的差异确实比较大。不仅是政治和经济，法律法规的差异也有。比如说某些国家有保护本地企业的法规，外国公司不能在合资零售公司中控股，比如不同国家税点不同，对于我们盈利和内控也是有影响的。\n所以在东南亚，我们就采取了一个中心--发散的战略。以新加坡为中心，逐步打开其他国家市场。论国土面积和人口，新加坡在东南亚绝不突出，但新加坡经济、科技都比较发达，政策也比较开放，对周边国家辐射能力非常强，所以我们攻略东南亚地区，首先就要在新加坡扎根，建设分公司，然后利用新加坡的影响力辐射东南亚其他国家。\n此外，在新加坡布点，我们也有做好本土化的考量。本土化是个很困难的过程，泡泡玛特在东南亚，管理制度、营销模式都不可能和在中国一样，适应不同市场，需要由懂本地的团队来操作。\n当然在其他国家市场，我们依然会延续前述的“先轻后重”模式，比如说在越南胡志明市，那里其实有比较中高档的购物中心和有消费能力的消费者，我们就先搞了快闪店和机器人商店，然后判断一下这个城市有没有潜力，是否值得继续投入资源。\nQ: 现在海外很多国家疫情控制得还不够好，这是否影响到了泡泡玛特的生意？泡泡玛特是如何应对的？\n文德一：是会有一些影响。首先从我们的 To B 生意看，疫情会影响部分渠道商的稳定性。去年让我们比较痛苦的是，有的合作谈了很久，但是因为对方国家政策或者经济环境突然变化，或者对方自身财务状况等原因，谈判突然就中止了。\n面对这种情况，我们核心的判断是，不能等。不能因为要等合作伙伴恢复过来，或者政策扭转过来，我们就放缓进入这个市场。我们非常希望通过一个合作伙伴进入一个全新的市场，但如果出现了某些情况，那我们就自己在那边搭建团队、建渠道。疫情固然是个风险，但错过时机，损失更大。\n当然，在疫情早期，我们的物流也受到了一些影响。比方说疫情最严重的时候，我们发到欧美地区的货要90天才能送达，封城、清关时间变长，这都产生了一些影响。不过随着欧美地区的疫情在好转，物流也在恢复。\n另外就是，疫情影响了我们开店的节奏，比如说，韩国一店原定是要在去年四五月开业的，但是受疫情影响只能推迟到九月，在其他国家开店的计划也受到一些影响。这本身就是机会成本。还有，疫情期间，国际差旅基本都停了，一些工作无法当面碰头，只能在线上反复交代确认，难免出现沟通问题，影响效率。\n所以在这个阶段，我们会考虑修炼一些内功，比如在过去，我们的物流、库存管理全部都是依靠同事人工做表、统计实现的，效率很低。最近我们就全面上线了ERP, 我们找甲骨文搭建了一个全球打通的、实时的系统，这样我们能随时看到每个国家和地区的销售、库存以及盈利情况。\n谈用户、竞争与未来\nQ: 泡泡玛特的海外买家有什么样的特点？\n文德一：通过调研和访问，我们发现海外顾客和国内顾客的画像重叠度还是比较高的。这里主要体现在性别和年龄层两方面，国内和海外基本上都是75%的女性用户，25% 的男性用户。以及，国内国外的消费者基本都稳定在15-35岁这个年龄区间。\n另外从族裔来看，我们在新进入一个市场时会优先考虑海外华人，所以在很多地区，一开始我们的买家都是八成华人，两成其他族裔；但是伴随着用户对产品和品牌更加了解，其他族裔的用户也有明显增长，现在从整体来看，我们的海外顾客中大概有六成是其他族裔，四成是华人。\n\n当然，也不能说国内和海外买家就是和中国“完全一样”的。毕竟每个国家的商业环境不同，语言、文化、宗教这些都有差别，对 IP 的偏好也不同，所以我们不会直接照搬国内的成功经验，要考虑本地需求。\n我们观察到，虽然海外消费群体和国内大体类似，但在一些细节上还是有比较有趣的区别。比如说，西方国家消费者年龄的众数要高于国内，这可能是因为国内青少年的零花钱（生活费）更高一些。\n另外就是购买习惯的差异，比如针对盲盒这种玩法，东方人就会比较习惯去享受那种“抽”的乐趣，但西方消费者不一样，他们非常看重“确定性”，西方消费者特别在乎能不能买到那个自己想要的、特定的玩偶，因此很多人会一下买一整套，就为了能买到自己最喜欢的那个玩偶。\n当然这也导致一个问题，就是早期我们在做跨境电商时，会发现来自西方顾客的退货比较多，原因就是这些消费者没买到自己最中意的那款潮玩。就直接申请退货了。\nQ: 那这是否意味着“盲盒”的形式在西方行不通呢？\n文德一：这倒也不是，西方消费者其实对“不确定性”并不陌生，只不过具体到潮玩这个品类，我们需要做好消费者的教育。举个例子，在全美国的中餐馆，商家都会在饭后给顾客送上几块“幸运饼干”（Fortune Cookie）, 用户掰开这个饼干，能看到里面夹着一张写着谚语或者吉利话的小纸条。某种意义上来说，这就是一个盲盒，因为顾客并不知道小纸条上会写什么内容，但幸运饼干这种点心，可是地地道道的美国货。这能够说明，西方消费者对\"盲盒\"也是有好奇心的，只不过需要一段时间来适应。\nQ:泡泡玛特非常关注 IP获取 和“盲盒”玩法，但在海外，美国有迪士尼这种超强 IP，泡泡玛特如何同这些强大对手竞争呢？\n文德一：首先，我并不认为泡泡玛特和迪士尼、漫威这种国外大IP 是竞争的关系。我们更多地是从一个互相学习、共同合作的角度来思考问题。从产业链层面看，中国和这些来自日本、美国的大 IP 可以形成互助。中国是世界工厂，也是世界市场，合作是互利的。\n从泡泡玛特自身看，我们是个比较包容的平台，泡泡玛特跟很多大版权方都有一个长期合作的关系。比如说迪士尼，在早前，我们拿到了迪士尼 IP 的使用和二次创作的权限。而在今年，我们在上海环球港开了迪士尼特装门店，未来我们和迪士尼在商品和渠道层面也会有新合作。\n我们也会做好“借势”，确实，在一些海外店铺，顾客选择其他知名 IP 的概率会高于选择我们自有 IP 的概率。我们的应对方法是，学会引流，铺货选产品组合的时候，就要把大 IP 和自有 IP 组合到一起，期待形成一个引流。另外就是利用各种平台做好营销。\n同时，泡泡玛特自身也有护城河。首先我们在海外有几十人的团队。另外，我们是一个创业团队，敏捷性会更强一点，我们能快速测试新 IP, 一旦样品反馈好就马上投产。\n归根结底，作为一家潮玩企业，在未来的竞争中，我们还是要依靠 IP，尤其是自有 IP，另外就是做好组织、团队搭建，当然我们会保持和国外大 IP 的合作。\nQ: 日本的潮玩市场很发达，“扭蛋”这种类盲盒的玩法在日本也风行很久了，所以泡泡玛特对这个市场怎么看？\n文德一：日本的潮玩、手办和泡泡玛特的产品还是有一些区别的。日本手办产品文化属性相当强，会比较强调人偶背后的故事乃至价值观等等。而泡泡玛特的产品更加强调单品的设计本身，以设计为出发点的潮玩在日本也算是蓝海。\n另外一点是，日本潮玩手办的主要受众是男性，手办店在制定推广策略时会更加关注这个群体的偏好和意愿，而泡泡玛特的主要受众是年轻女性，这是两个不同的目标市场，我们在日本市场是可以找到自己的定位的。\nQ：2021年，我们海外业务的目标是什么？\n文德一：亚太市场一定是第一位的，当然我们也会兼顾北美和其他市场。另外，通过疫情，我们发现电商是个非常好的渠道，居家隔离这个政策本身就在把各种用户引向我们的线上渠道，所以我们会重点关注电商。当然，考虑到一些市场的实际情况，线下我们会重点看直营的机器人商店和快闪店。\n总体来看，今年，我们更关注一个“蓄势”，包括之前提到我们建 ERP 系统，其实是为了疫情过后快速的扩展先积累一些力量和经验。今年我们期待，海外的业绩能有3至4倍的增长，同时海外收入在公司整体营收中的占比也可以有所提升。","news_type":1},"isVote":1,"tweetType":1,"viewCount":119,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":106407078,"gmtCreate":1620137385594,"gmtModify":1634207538132,"author":{"id":"3575514186996231","authorId":"3575514186996231","name":"小可爱虎宝贝","avatar":"https://static.tigerbbs.com/1414dbd75c865100dd9a971ecd402a75","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3575514186996231","authorIdStr":"3575514186996231"},"themes":[],"htmlText":"👍","listText":"👍","text":"👍","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/106407078","repostId":"1150310153","repostType":4,"repost":{"id":"1150310153","kind":"news","weMediaInfo":{"introduction":"为用户提供金融资讯、行情、数据，旨在帮助投资者理解世界，做投资决策。","home_visible":1,"media_name":"老虎资讯综合","id":"102","head_image":"https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba"},"pubTimestamp":1620108282,"share":"https://www.laohu8.com/m/news/1150310153?lang=&edition=full","pubTime":"2021-05-04 14:04","market":"hk","language":"zh","title":"复星国际午后一度飙升12%，市值突破1000亿港元","url":"https://stock-news.laohu8.com/highlight/detail?id=1150310153","media":"老虎资讯综合","summary":"5月4日讯，复星国际午后一度飙升12%，现涨10%，市值突破1000亿港元，昨日复星医药涨近20%。","content":"<p>5月4日讯，<a href=\"https://laohu8.com/S/00656\">复星国际</a>午后一度飙升12%，现涨10%，市值突破1000亿港元，昨日<a href=\"https://laohu8.com/S/600196\">复星医药</a>涨近20%。</p><p><img src=\"https://static.tigerbbs.com/844c888dd53e5e46f8c4abb11365044a\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\"></p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>复星国际午后一度飙升12%，市值突破1000亿港元</title>\n<style 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href=\"https://laohu8.com/S/00656\">复星国际</a>午后一度飙升12%，现涨10%，市值突破1000亿港元，昨日<a href=\"https://laohu8.com/S/600196\">复星医药</a>涨近20%。</p><p><img src=\"https://static.tigerbbs.com/844c888dd53e5e46f8c4abb11365044a\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\"></p>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/5d8fb95e65f042f352c6313989391357","relate_stocks":{"00656":"复星国际"},"is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1150310153","content_text":"5月4日讯，复星国际午后一度飙升12%，现涨10%，市值突破1000亿港元，昨日复星医药涨近20%。","news_type":1},"isVote":1,"tweetType":1,"viewCount":244,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":106404503,"gmtCreate":1620137370602,"gmtModify":1634207538353,"author":{"id":"3575514186996231","authorId":"3575514186996231","name":"小可爱虎宝贝","avatar":"https://static.tigerbbs.com/1414dbd75c865100dd9a971ecd402a75","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3575514186996231","authorIdStr":"3575514186996231"},"themes":[],"htmlText":"👍","listText":"👍","text":"👍","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/106404503","repostId":"1135566620","repostType":4,"repost":{"id":"1135566620","kind":"news","weMediaInfo":{"introduction":"为用户提供金融资讯、行情、数据，旨在帮助投资者理解世界，做投资决策。","home_visible":1,"media_name":"老虎资讯综合","id":"102","head_image":"https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba"},"pubTimestamp":1620121035,"share":"https://www.laohu8.com/m/news/1135566620?lang=&edition=full","pubTime":"2021-05-04 17:37","market":"us","language":"zh","title":"前程无忧盘前涨15%，传获德弘资本50亿美元收购","url":"https://stock-news.laohu8.com/highlight/detail?id=1135566620","media":"老虎资讯综合","summary":"周二，前程无忧盘前大涨超15%。前程无忧公司宣布，收到来自DCP Services、私募股权公司Ocean Link Partners Limited和公司CEO的初步非约束性建议书，财团提议以每股7","content":"<p>周二，<a href=\"https://laohu8.com/S/JOBS\">前程无忧</a>盘前大涨超15%。</p><p><img src=\"https://static.tigerbbs.com/e29d62282a4971492441d44a0889283f\" tg-width=\"600\" tg-height=\"373\"></p><p>前程无忧公司宣布，<b>收到来自DCP Services、私募股权公司Ocean Link Partners&nbsp;Limited和公司CEO的初步非约束性建议书，财团提议以每股79.05美元的现金收购公司。</b>特别委员会将继续根据最新发展情况评估拟议的交易。</p><p>此前有知情人士称，德弘资本与其他投资者组建了一个财团，因德弘资本寻求推进其收购中国招聘网站前程无忧(JOBS.O)的提议。德弘资本在与私募股权公司欧翎投资以及前程无忧的首席执行官兼联合创始人甄荣辉就该潜在的收购事宜展开合作。该投资者财团向前程无忧的董事会发送了有关其打算收购后者的最新提议，最早可能在周二发布有关该新财团和最新提案的正式公告。</p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" 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Partners&nbsp;Limited和公司CEO的初步非约束性建议书，财团提议以每股79.05美元的现金收购公司。</b>特别委员会将继续根据最新发展情况评估拟议的交易。</p><p>此前有知情人士称，德弘资本与其他投资者组建了一个财团，因德弘资本寻求推进其收购中国招聘网站前程无忧(JOBS.O)的提议。德弘资本在与私募股权公司欧翎投资以及前程无忧的首席执行官兼联合创始人甄荣辉就该潜在的收购事宜展开合作。该投资者财团向前程无忧的董事会发送了有关其打算收购后者的最新提议，最早可能在周二发布有关该新财团和最新提案的正式公告。</p>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/d98712e0d3eee2dbc79f9ed53aaf4d45","relate_stocks":{"JOBS":"前程无忧"},"is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1135566620","content_text":"周二，前程无忧盘前大涨超15%。前程无忧公司宣布，收到来自DCP Services、私募股权公司Ocean Link Partners Limited和公司CEO的初步非约束性建议书，财团提议以每股79.05美元的现金收购公司。特别委员会将继续根据最新发展情况评估拟议的交易。此前有知情人士称，德弘资本与其他投资者组建了一个财团，因德弘资本寻求推进其收购中国招聘网站前程无忧(JOBS.O)的提议。德弘资本在与私募股权公司欧翎投资以及前程无忧的首席执行官兼联合创始人甄荣辉就该潜在的收购事宜展开合作。该投资者财团向前程无忧的董事会发送了有关其打算收购后者的最新提议，最早可能在周二发布有关该新财团和最新提案的正式公告。","news_type":1},"isVote":1,"tweetType":1,"viewCount":268,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":106405649,"gmtCreate":1620137318181,"gmtModify":1631888258890,"author":{"id":"3575514186996231","authorId":"3575514186996231","name":"小可爱虎宝贝","avatar":"https://static.tigerbbs.com/1414dbd75c865100dd9a971ecd402a75","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3575514186996231","authorIdStr":"3575514186996231"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/JCS\">$通信系统(JCS)$</a> 加油哦","listText":"<a href=\"https://laohu8.com/S/JCS\">$通信系统(JCS)$</a> 加油哦","text":"$通信系统(JCS)$ 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22:47","market":"sh","language":"zh","title":"格力电器：一季度净利润34.43亿元，同比增120.98%","url":"https://stock-news.laohu8.com/highlight/detail?id=1122044814","media":"老虎资讯综合","summary":"4月28日晚间消息，格力电器发布2021年一季报，一季度营收331.89亿元人民币，同比增长62.73%。归属于上市公司股东的净利润34.429亿元，同比增长120.98%。格力中央空调以13.9%的","content":"<p>4月28日晚间消息，<a href=\"https://laohu8.com/S/000651\">格力电器</a>发布2021年一季报，一季度营收331.89亿元人民币，同比增长62.73%。归属于上市公司股东的净利润34.429亿元，同比增长120.98%。</p><p>格力中央空调以13.9%的市场占有率稳居行业第一，实现中央空调市场“九连冠”。</p><p>2020年，线上零售占整体家电市场零售额的比重由2019年的41.17%提升至50.4%，电商渠道对家电零售的贡献率首次超过50%，线上零售的重要性进一步凸显。</p><p>格力电器预测年初至下一报告期期末的累计净利润可能为亏损或者与上年同期相比发生大幅度变动。</p><p><img src=\"https://static.tigerbbs.com/bdcd90acaf645462553907d4f251095a\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\"></p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" 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style=\"background-image:url(https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">老虎资讯综合 </p>\n<p class=\"h-time\">2021-04-28 22:47</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<p>4月28日晚间消息，<a href=\"https://laohu8.com/S/000651\">格力电器</a>发布2021年一季报，一季度营收331.89亿元人民币，同比增长62.73%。归属于上市公司股东的净利润34.429亿元，同比增长120.98%。</p><p>格力中央空调以13.9%的市场占有率稳居行业第一，实现中央空调市场“九连冠”。</p><p>2020年，线上零售占整体家电市场零售额的比重由2019年的41.17%提升至50.4%，电商渠道对家电零售的贡献率首次超过50%，线上零售的重要性进一步凸显。</p><p>格力电器预测年初至下一报告期期末的累计净利润可能为亏损或者与上年同期相比发生大幅度变动。</p><p><img src=\"https://static.tigerbbs.com/bdcd90acaf645462553907d4f251095a\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\"></p>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/2c48e1e74a8cb41b658246d60d4e1225","relate_stocks":{"000651":"格力电器"},"is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1122044814","content_text":"4月28日晚间消息，格力电器发布2021年一季报，一季度营收331.89亿元人民币，同比增长62.73%。归属于上市公司股东的净利润34.429亿元，同比增长120.98%。格力中央空调以13.9%的市场占有率稳居行业第一，实现中央空调市场“九连冠”。2020年，线上零售占整体家电市场零售额的比重由2019年的41.17%提升至50.4%，电商渠道对家电零售的贡献率首次超过50%，线上零售的重要性进一步凸显。格力电器预测年初至下一报告期期末的累计净利润可能为亏损或者与上年同期相比发生大幅度变动。","news_type":1},"isVote":1,"tweetType":1,"viewCount":654,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":100573561,"gmtCreate":1619624671753,"gmtModify":1634211223684,"author":{"id":"3575514186996231","authorId":"3575514186996231","name":"小可爱虎宝贝","avatar":"https://static.tigerbbs.com/1414dbd75c865100dd9a971ecd402a75","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3575514186996231","authorIdStr":"3575514186996231"},"themes":[],"htmlText":"👍","listText":"👍","text":"👍","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/100573561","repostId":"2130953370","repostType":4,"repost":{"id":"2130953370","kind":"news","weMediaInfo":{"introduction":"为用户提供金融资讯、行情、数据，旨在帮助投资者理解世界，做投资决策。","home_visible":1,"media_name":"老虎资讯综合","id":"102","head_image":"https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba"},"pubTimestamp":1619608978,"share":"https://www.laohu8.com/m/news/2130953370?lang=&edition=full","pubTime":"2021-04-28 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12:00","market":"hk","language":"zh","title":"揭秘恒大造车：“智慧大脑”已激活，静待量产","url":"https://stock-news.laohu8.com/highlight/detail?id=1112414074","media":"资本侦探","summary":"在汽车百年发展史上,有过三次大变革：第一次是福特发明T型车和流水线生产方式，第二次是奔驰、宝马、大众等欧洲厂商开发了多姿多彩的新车，第三次丰田等日本公司发明精益生产方式。\n如今，汽车正在经历第四次变革","content":"<p>在汽车百年发展史上,有过三次大变革：第一次是福特发明T型车和流水线生产方式，第二次是奔驰、宝马、大众等欧洲厂商开发了多姿多彩的新车，第三次丰田等日本公司发明精益生产方式。</p>\n<p>如今，汽车正在经历第四次变革，从单纯的交通工具转变为超级移动<a href=\"https://laohu8.com/S/5RE.SI\">智能</a>终端。</p>\n<p>其中，智能网联作为智能汽车的“大脑”，成为各大厂商“必争之地”。<a href=\"https://laohu8.com/S/TSLA\">特斯拉</a>、<a href=\"https://laohu8.com/S/NIO\">蔚来</a>、小鹏等新能源车企发力较早，已具有先发优势。与此同时，<a href=\"https://laohu8.com/S/BIDU\">百度</a>、<a href=\"https://laohu8.com/S/002594\">比亚迪</a>、腾讯、华为、小米等也在积极布局，加速将智能网联研发成果产业化落地。</p>\n<p>资本市场也认可了这一逻辑。截至3月26日收盘，特斯拉股价为618.71美元/股，最新总市值为5938亿美元，远超传统车企丰田的2144亿美元。2020年，丰田全球销量达到952.8万辆，时隔4年成为全球销量冠军，而特斯拉去年的销量为49.95万辆。</p>\n<p><img src=\"https://static.tigerbbs.com/3a818fa92405488c6bd2bff28415a18f\" tg-width=\"580\" tg-height=\"262\" referrerpolicy=\"no-referrer\"></p>\n<p>近日，恒大召开恒驰智能网联发布会，带来了自己的“智慧大脑”，智能座舱、超算力平台、智能生态圈等科技成果一一亮相，尤其是联手腾讯、百度，历时1年11个月研发的H-SMART OS恒驰智能网联系统。</p>\n<p><b>“智慧大脑”首亮相</b></p>\n<p>智能网联，主要的“抓手”是智能座舱和自动驾驶。据<a href=\"https://laohu8.com/S/00708\">恒大汽车</a>方面介绍，H-SMART OS恒驰智能网联系统包含旗舰智能座舱，独创的环抱式3D曲面大屏，可以实现九屏显示七屏联动。</p>\n<p>关于恒驰汽车算力的具体细节，目前尚未披露，但官方表示将采用全球首款7nm工艺、业内算力最强的<a href=\"https://laohu8.com/S/QCOM\">高通</a>第三代骁龙数字座舱平台，其超强算力是市面主流车型的2倍以上。据了解，特斯拉目前搭载的是一颗HW3.0芯片，可实现144TOPS的运算能力；小鹏P7 采用的是<a href=\"https://laohu8.com/S/NVDA\">英伟达</a>Xavier芯片,算力达到了30TOPS。</p>\n<p><img src=\"https://static.tigerbbs.com/bf1c9738be32193b97e9af428e4201ff\" tg-width=\"580\" tg-height=\"326\" referrerpolicy=\"no-referrer\"></p>\n<p>在人机交互方面，据恒大汽车方面介绍，恒驰搭载可定制车载全息投影虚拟助理“小驰”，特点是懂人情、会学习、可进化。用户仅需一句指令，例如“小驰小驰，帮我下单”、“快到家了，准备一下”，就可随时随地完成远程购物、车家互联等功能。若用户在驾驶过程中出现疲劳状态，“小驰”还能立刻“发觉”，及时通过氛围灯闪烁、方向盘震动、自动香氛和调节温度来提醒用户。</p>\n<p>除了上述这些，在恒驰的构想中，完善的智能生态圈至关重要。未来，恒驰汽车本身就可以成为“车家合一”的移动空间，不仅是移动办公室，轻松实现远程办公，还可成为学习空间在线上课。甚至还能借助可穿戴设备、座舱生物体征传感器等技术，将身体数据发送给医生，及时进行医疗健康诊断。</p>\n<p>与此同时，恒大汽车还研发出双生态系统。据官方介绍，该系统拥有超800万首曲库、1.5亿条有声内容、3000万条视频和2000个小程序，再加上恒大独有的地产、文旅、健康、高科技等丰富的多元化业态，打造丰富的智能生态圈。</p>\n<p><img src=\"https://static.tigerbbs.com/6043ac715474a1133a473d897ae10bcc\" tg-width=\"580\" tg-height=\"326\" referrerpolicy=\"no-referrer\"></p>\n<p>在这套智能网联系统背后，离不开百度和腾讯的助力。除了在专注的领域，搭建了各自的生态圈，百度和腾讯也积极汽车领域布局。据了解，百度一直押注自动驾驶、人工智能，希望成为其新的业务增长点。如今，百度已经成为自动驾驶方面的“大玩家”。截至2020年底，百度有199块自动驾驶牌照，第二名仅有约20块牌照。百度的Apollo生态系统累计拥有200多名合作伙伴、一级供应商及其他战略合作伙伴。</p>\n<p>至于腾讯，恒大汽车更为“熟悉”。2020年9月，恒大汽车募资40亿港元。当时的战略投资者中，除了云锋基金、红杉资本等投资基金，还包括腾讯、滴滴等互联网巨头。2021年3月15日，恒大汽车发布公告称，他们与<a href=\"https://laohu8.com/S/00700\">腾讯控股</a>旗下的北京梧桐车联签署协议，分别出资60%、40%设立合资公司，共同开发车载智能操作系统。</p>\n<p>官网显示，梧桐车联成立于2018年7月，由腾讯车联网操作系统和技术底座业务拆分而来，并引入<a href=\"https://laohu8.com/S/000625\">长安汽车</a>、嘉兴鑫联作为起始股东。此前，梧桐车联已经与长安、宝马、吉利等多家车企进行合作。</p>\n<p>在汽车变革的大时代里，原有的行业逻辑、供应链、利益格局正在经历打乱、重整，一个新的局面正在慢慢展开，恒大、百度、腾讯都正身处其中。</p>\n<p><b>恒大的造车哲学</b></p>\n<p>回看恒大造车，是从“一穷二白”开始，其发展过程就是一个“试验场”。许家印曾提到，“恒大以前是搞地产的企业，对于造车是要人没人，要技术没技术，要经验没经验，要制造基地没制造基地，我们什么都没有，是一穷二白。”</p>\n<p><img src=\"https://static.tigerbbs.com/4df17ce4e341b34ed517bd9e4de4ee7a\" tg-width=\"580\" tg-height=\"326\" referrerpolicy=\"no-referrer\"></p>\n<p>就是在这样的基础上，恒大开启了造车之路。从2017年开始，许家印将目光投向新能源汽车。对于跨界造车，恒大的手法简单粗暴，就是“买买买、合合合、圈圈圈、大大大、好好好”。把能买的核心技术都买过来，买不过来的就全方面合作。与此同时，许家印对恒大汽车总的定位，就是“三个必须”：一是核心技术必须世界领先，二是产品品质必须世界一流，三是成本必须大幅度下降。</p>\n<p>两年间，恒大展示了其一贯的强大执行力。国能电动车、上海卡耐新能源、瑞典超跑公司柯尼塞格、英国轮毂电机公司Protean等被恒大收入囊中，天津、上海及广州等智能工厂启动试生产调试……目前，恒大汽车已经构建了覆盖整车制造、动力总成、动力电池、汽车销售、智慧充电等领域的全产业链。</p>\n<p>财报显示，恒大汽车在新能源汽车产业累计总投入达474亿元。其中，有249亿元用于收购核心技术和研发费用，225亿元用于工厂建设设备采购零部件采购等。</p>\n<p><img src=\"https://static.tigerbbs.com/06a0e2051d9e849fed5e8600ede08582\" tg-width=\"580\" tg-height=\"388\" referrerpolicy=\"no-referrer\"></p>\n<p>进入2021年，恒大汽车动作不断。2月，恒驰在呼伦贝尔牙克石进行为期三周的冬季标定测试。随后恒驰7、恒驰8、恒驰9三款全新车型发布。至此，恒驰已发布9款新车，其中恒驰1、恒驰3已实现路跑并公布内饰。此次智能网联系统的发布，也意味着恒驰距离量产更近了一步。</p>\n<p>截至3月26日收盘，恒大汽车股价为63港元/股，最新总市值为5923亿港元（约合4986亿元），超过比亚迪的4892亿元和蔚来的595亿美元（约合3893亿元），成为国内上市车企第一股。</p>\n<p>与传统车企的稳扎稳打不同，恒大造车显得有些“另类”，但这背后既有必然也有无奈。新能源造车的“窗口期”，极其有限。造车新势力第一梯队中的蔚来、小鹏都成立于2014年，理想2015年成立都被认为已经有些晚了。恒大是从2017年开始切入了新能源汽车，所以必须要采用“非常手段”，以资本换技术，以技术换时间；所谓的无奈是指，恒大从房地产跨界造车，一穷二白，只能依靠“买买买”。</p>\n<p>对于很多人来说，恒大汽车就是一个迷。面对种种，恒大并未做过多的解释，似乎是把更多的心思放在快速推进造车进程。目前，它正同步研发14款车，计划到2025年实现年产销超100万辆，2035年实现年产销超500万辆。对于未来，我们无法预知，能做的只有跟随时间一起去验证。</p>","source":"lsy1585101920501","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" 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0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n揭秘恒大造车：“智慧大脑”已激活，静待量产\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-03-28 12:00 北京时间&nbsp;&nbsp;&nbsp;<a href=https://mp.weixin.qq.com/s/4rk6enCe1AbhklXi8VmpDg><strong>资本侦探</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>在汽车百年发展史上,有过三次大变革：第一次是福特发明T型车和流水线生产方式，第二次是奔驰、宝马、大众等欧洲厂商开发了多姿多彩的新车，第三次丰田等日本公司发明精益生产方式。\n如今，汽车正在经历第四次变革，从单纯的交通工具转变为超级移动智能终端。\n其中，智能网联作为智能汽车的“大脑”，成为各大厂商“必争之地”。特斯拉、蔚来、小鹏等新能源车企发力较早，已具有先发优势。与此同时，百度、比亚迪、腾讯、华为、...</p>\n\n<a href=\"https://mp.weixin.qq.com/s/4rk6enCe1AbhklXi8VmpDg\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/769a39caf988b811ee0a2e085d840c8b","relate_stocks":{"00708":"恒大汽车"},"source_url":"https://mp.weixin.qq.com/s/4rk6enCe1AbhklXi8VmpDg","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1112414074","content_text":"在汽车百年发展史上,有过三次大变革：第一次是福特发明T型车和流水线生产方式，第二次是奔驰、宝马、大众等欧洲厂商开发了多姿多彩的新车，第三次丰田等日本公司发明精益生产方式。\n如今，汽车正在经历第四次变革，从单纯的交通工具转变为超级移动智能终端。\n其中，智能网联作为智能汽车的“大脑”，成为各大厂商“必争之地”。特斯拉、蔚来、小鹏等新能源车企发力较早，已具有先发优势。与此同时，百度、比亚迪、腾讯、华为、小米等也在积极布局，加速将智能网联研发成果产业化落地。\n资本市场也认可了这一逻辑。截至3月26日收盘，特斯拉股价为618.71美元/股，最新总市值为5938亿美元，远超传统车企丰田的2144亿美元。2020年，丰田全球销量达到952.8万辆，时隔4年成为全球销量冠军，而特斯拉去年的销量为49.95万辆。\n\n近日，恒大召开恒驰智能网联发布会，带来了自己的“智慧大脑”，智能座舱、超算力平台、智能生态圈等科技成果一一亮相，尤其是联手腾讯、百度，历时1年11个月研发的H-SMART OS恒驰智能网联系统。\n“智慧大脑”首亮相\n智能网联，主要的“抓手”是智能座舱和自动驾驶。据恒大汽车方面介绍，H-SMART OS恒驰智能网联系统包含旗舰智能座舱，独创的环抱式3D曲面大屏，可以实现九屏显示七屏联动。\n关于恒驰汽车算力的具体细节，目前尚未披露，但官方表示将采用全球首款7nm工艺、业内算力最强的高通第三代骁龙数字座舱平台，其超强算力是市面主流车型的2倍以上。据了解，特斯拉目前搭载的是一颗HW3.0芯片，可实现144TOPS的运算能力；小鹏P7 采用的是英伟达Xavier芯片,算力达到了30TOPS。\n\n在人机交互方面，据恒大汽车方面介绍，恒驰搭载可定制车载全息投影虚拟助理“小驰”，特点是懂人情、会学习、可进化。用户仅需一句指令，例如“小驰小驰，帮我下单”、“快到家了，准备一下”，就可随时随地完成远程购物、车家互联等功能。若用户在驾驶过程中出现疲劳状态，“小驰”还能立刻“发觉”，及时通过氛围灯闪烁、方向盘震动、自动香氛和调节温度来提醒用户。\n除了上述这些，在恒驰的构想中，完善的智能生态圈至关重要。未来，恒驰汽车本身就可以成为“车家合一”的移动空间，不仅是移动办公室，轻松实现远程办公，还可成为学习空间在线上课。甚至还能借助可穿戴设备、座舱生物体征传感器等技术，将身体数据发送给医生，及时进行医疗健康诊断。\n与此同时，恒大汽车还研发出双生态系统。据官方介绍，该系统拥有超800万首曲库、1.5亿条有声内容、3000万条视频和2000个小程序，再加上恒大独有的地产、文旅、健康、高科技等丰富的多元化业态，打造丰富的智能生态圈。\n\n在这套智能网联系统背后，离不开百度和腾讯的助力。除了在专注的领域，搭建了各自的生态圈，百度和腾讯也积极汽车领域布局。据了解，百度一直押注自动驾驶、人工智能，希望成为其新的业务增长点。如今，百度已经成为自动驾驶方面的“大玩家”。截至2020年底，百度有199块自动驾驶牌照，第二名仅有约20块牌照。百度的Apollo生态系统累计拥有200多名合作伙伴、一级供应商及其他战略合作伙伴。\n至于腾讯，恒大汽车更为“熟悉”。2020年9月，恒大汽车募资40亿港元。当时的战略投资者中，除了云锋基金、红杉资本等投资基金，还包括腾讯、滴滴等互联网巨头。2021年3月15日，恒大汽车发布公告称，他们与腾讯控股旗下的北京梧桐车联签署协议，分别出资60%、40%设立合资公司，共同开发车载智能操作系统。\n官网显示，梧桐车联成立于2018年7月，由腾讯车联网操作系统和技术底座业务拆分而来，并引入长安汽车、嘉兴鑫联作为起始股东。此前，梧桐车联已经与长安、宝马、吉利等多家车企进行合作。\n在汽车变革的大时代里，原有的行业逻辑、供应链、利益格局正在经历打乱、重整，一个新的局面正在慢慢展开，恒大、百度、腾讯都正身处其中。\n恒大的造车哲学\n回看恒大造车，是从“一穷二白”开始，其发展过程就是一个“试验场”。许家印曾提到，“恒大以前是搞地产的企业，对于造车是要人没人，要技术没技术，要经验没经验，要制造基地没制造基地，我们什么都没有，是一穷二白。”\n\n就是在这样的基础上，恒大开启了造车之路。从2017年开始，许家印将目光投向新能源汽车。对于跨界造车，恒大的手法简单粗暴，就是“买买买、合合合、圈圈圈、大大大、好好好”。把能买的核心技术都买过来，买不过来的就全方面合作。与此同时，许家印对恒大汽车总的定位，就是“三个必须”：一是核心技术必须世界领先，二是产品品质必须世界一流，三是成本必须大幅度下降。\n两年间，恒大展示了其一贯的强大执行力。国能电动车、上海卡耐新能源、瑞典超跑公司柯尼塞格、英国轮毂电机公司Protean等被恒大收入囊中，天津、上海及广州等智能工厂启动试生产调试……目前，恒大汽车已经构建了覆盖整车制造、动力总成、动力电池、汽车销售、智慧充电等领域的全产业链。\n财报显示，恒大汽车在新能源汽车产业累计总投入达474亿元。其中，有249亿元用于收购核心技术和研发费用，225亿元用于工厂建设设备采购零部件采购等。\n\n进入2021年，恒大汽车动作不断。2月，恒驰在呼伦贝尔牙克石进行为期三周的冬季标定测试。随后恒驰7、恒驰8、恒驰9三款全新车型发布。至此，恒驰已发布9款新车，其中恒驰1、恒驰3已实现路跑并公布内饰。此次智能网联系统的发布，也意味着恒驰距离量产更近了一步。\n截至3月26日收盘，恒大汽车股价为63港元/股，最新总市值为5923亿港元（约合4986亿元），超过比亚迪的4892亿元和蔚来的595亿美元（约合3893亿元），成为国内上市车企第一股。\n与传统车企的稳扎稳打不同，恒大造车显得有些“另类”，但这背后既有必然也有无奈。新能源造车的“窗口期”，极其有限。造车新势力第一梯队中的蔚来、小鹏都成立于2014年，理想2015年成立都被认为已经有些晚了。恒大是从2017年开始切入了新能源汽车，所以必须要采用“非常手段”，以资本换技术，以技术换时间；所谓的无奈是指，恒大从房地产跨界造车，一穷二白，只能依靠“买买买”。\n对于很多人来说，恒大汽车就是一个迷。面对种种，恒大并未做过多的解释，似乎是把更多的心思放在快速推进造车进程。目前，它正同步研发14款车，计划到2025年实现年产销超100万辆，2035年实现年产销超500万辆。对于未来，我们无法预知，能做的只有跟随时间一起去验证。","news_type":1},"isVote":1,"tweetType":1,"viewCount":187,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":352615336,"gmtCreate":1616947076325,"gmtModify":1634523441480,"author":{"id":"3575514186996231","authorId":"3575514186996231","name":"小可爱虎宝贝","avatar":"https://static.tigerbbs.com/1414dbd75c865100dd9a971ecd402a75","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3575514186996231","authorIdStr":"3575514186996231"},"themes":[],"htmlText":"支持国产品牌","listText":"支持国产品牌","text":"支持国产品牌","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/352615336","repostId":"1130693934","repostType":4,"isVote":1,"tweetType":1,"viewCount":453,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":352612460,"gmtCreate":1616947001850,"gmtModify":1634523441824,"author":{"id":"3575514186996231","authorId":"3575514186996231","name":"小可爱虎宝贝","avatar":"https://static.tigerbbs.com/1414dbd75c865100dd9a971ecd402a75","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3575514186996231","authorIdStr":"3575514186996231"},"themes":[],"htmlText":"<a 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