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社科院报告：预计2022年潮玩市场规模将达478亿元
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12月24日，中国社会科学院国情调查与大数据研究中心发布《2021中国潮流玩具市场发展报告》，报告指出，潮流玩具属于"惊喜经济"，具有社交、收藏、娱乐等社会属性，正成为新一代年轻人休闲、交流的重要载体，预计2022年潮玩市场规模将达478亿元。
报告显示，1995后出生的女性消费者是潮玩消费的主力军。职业方面，以白领为主，占比54.42%。大部分年轻消费者具有良好的教育背景，追求消费品质，但不盲从广告和营销，量入为出，理性消费。46.78%的消费者认为惊喜感是其购买潮玩盲盒的重要原因，38.95%的消费者认为购买潮玩盲盒是因为有其喜欢的IP。
报告还提醒，除持续提升原创IP打造能力外，还应当警惕"万物皆可盲盒"的商业模式演变成营销概念甚至炒作，避免商家为了吸引消费者，而使用"盲盒"营销手段兜售不合格产品，进而带偏大众对潮流玩具产品本身的客观认知。
来源于：北京商报
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