An Analysis of Labubu's Marketing Mechanism and BCG Matrix Model

Shuyi Li

doi:10.47297/wspciWSP2516-252735.20250904

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An Analysis of Labubu's Marketing Mechanism and BCG Matrix Model

Volume 9, Issue 4

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An Analysis of Labubu's Marketing Mechanism and BCG Matrix Model
An Analysis of Labubu's Marketing Mechanism and BCG Matrix Model
Central South University, Changsha, Hunan, 410083, China
Vol. 9, Issue 4, Pages: 162-165(2025)
Published：30 August 2025
DOI：10.47297/wspciWSP2516-252735.20250904
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Li Shuyi.An Analysis of Labubu's Marketing Mechanism and BCG Matrix Model[J].Creativity and Innovation,2025,09(04):162-165.
DOI：

Li Shuyi.An Analysis of Labubu's Marketing Mechanism and BCG Matrix Model[J].Creativity and Innovation,2025,09(04):162-165. DOI： 10.47297/wspciWSP2516-252735.20250904.

摘要

Abstract

In recent years

the explosive popularity of art toys has made them an integral part of the emerging cultural consumption market

attracting widespread attention from young consumers. As one of the most representative IPs in this market

Labubu has experienced an impressive transformation from being largely overlooked to becoming a viral sensation. Behind this success lies a combination of precise product portfolio planning and diversified marketing strategies. Based on the BCG Matrix theory

and taking into account the product lifecycle and the unique characteristics of the art toy industry

this paper analyzes the market performance and marketing pathways of Labubu's various product lines. It also summarizes the key factors contributing to its success and offers valuable insights for other art toy IP brands.

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references

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Supreme Intelligence. (2025). Analysis of Labubu × Coca-Cola Series "Bankruptcy Edition" Popularity.

TenLun. (2024). Discussion on the Premium of Labubu Hidden Editions. Available at: https://10lun.com/post/.

Wallstreetcn. (2025). Labubu Auction Sets Record: First-Edition Sold for RMB 820,000, Secondary Market Sees Surge. Available at: https://wallstreetcn.com.

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Financial Times. (2025). Labubu: The Tiny Elf Doll Driving China's Most Valuable Toy Company.

Barron's. (2025). Labubu Is All the Rage. They're Fueling Monster Gains for This Stock.

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Related Author

Mingji Li School of Computing, Engineering and Intelligent Systems, Ulster University, Londonderry,Northern Ireland, BT47

Related Institution

School of Computing, Engineering and Intelligent Systems, Ulster University, Londonderry,Northern Ireland, BT47

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