| As an important driving force for companies to promote their development,the efficiency of investment has become an important indicator that affects the survival of enterprises.The importance of investment efficiency for enterprises is self-evident.With the rapid development of the national economy and the further improvement of the spiritual and cultural needs of residents,designer toys has quickly occupied the consumer market with unique characteristics such as pleasing consumers and establishing new social methods.Today,the designer toy companies represented by Pop Mart have shown an unprecedented heat.The market size of China’s designer toys retail has increased from 6.3 billion yuan in 2015 to 42.7 billion yuan in 2021,with a rapid growth rate and still maintaining a high growth rate.According to the prediction of the industry survey report,the white paper on the designer toy industry,the market size of designer toys retail is expected to reach 76.3 billion yuan in 2024.At the same time,the blind box economy has also emerged as the times require.The blind box has set off a huge upsurge among Generation Z and white-collar groups.The number of members of trendy gaming companies has increased from 3.25 million in 2019 to 23.2 million in 2021,with increasing market recognition,expanding consumer coverage,and rapid growth in business scale.As the leading enterprise with the highest market share,Pop Mart has grasped the entire process of "IP creation → IP authorization → IP operation → product sales → user operation",created a closed loop of designer toys through the whole industry chain and channels,and deeply integrated IP resources.It has established an integrated platform covering the whole industry chain of designer toys,which is unique and innovative in the industry,This paper attempts to provide inspiration and reference for other enterprises in the same industry by analyzing the investment efficiency of Pop Mart’s investment around the whole IP industry chain.Taking Pop Mart as an example,this paper studies the significance of upstream,midstream,and downstream investment by designer toy enterprises along the whole IP industry chain during the investment process,and deeply analyzes the impact of investment in the whole IP industry chain on their investment efficiency,with a view to providing reference for designer toy enterprises that have not achieved the whole IP industry chain.This article first introduces inward and outward investment in the whole IP industry chain of Pop Mart,including its investment in upstream IP creation,midstream IP operation,and downstream channel ends,member maintenance,and trend culture promotion.Secondly,it uses the DEA method to analyze and compare the investment efficiency of Pop Mart and the overall investment efficiency of other designer toy companies.Finally,it compares the investment efficiency with ALPHA Entertainment,which does not implement the whole IP industry chain investment,From financial aspects,it is concluded that investing in the whole IP industry chain plays an important role in the development of designer toy enterprises.And the following conclusion is drawn: Pop Mart has basically built the most complete and widely covered IP entire industry chain in the industry through a series of investment layouts;Focusing on the entire IP industry chain strategy,Pop Mart has achieved efficient investment;When investing in the entire IP industry chain,designer toy companies need to consider coordination and cooperation among various links to achieve maximum overall investment efficiency.Finally,based on the investment practices of Pop Mart,it provides reference for other trendy gaming companies,with a view to improving investment efficiency and achieving sustainable and healthy development of designer toy companies. |
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