Pop Mart Overseas Revenue Falls 11% as Labubu Toy Craze Cools
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Pop Mart International Group posted an 11.1 per cent decline in overseas revenue to RMB4.97 billion for the first half, hit by cooling international sales for its signature Labubu character.
Shares in the Beijing-based toy maker fell more than 4 per cent in Hong Kong following the release, even as strong domestic sales lifted total group revenue 23.8 per cent to RMB17.17 billion ($2.55 billion). Profit attributable to shareholders rose 10.1 per cent to RMB5.04 billion, while operating profit gained 11.3 per cent. Revenue from Greater China jumped 47.3 per cent to RMB12.20 billion, now generating 71 per cent of group sales compared with 59.7 per cent a year earlier.
Online sales slump outside China
The international drop was sharpest across digital channels. Online sales fell 45.6 per cent in the Americas, 39.8 per cent in Asia Pacific excluding Greater China, and 59 per cent in Europe. The company’s own app and website sales in the Americas dropped 44.6 per cent.
Physical stores showed resilience abroad. Offline sales grew 19.5 per cent in the Americas, 16.2 per cent in Asia Pacific, and 49.8 per cent in Europe. Yet store expansion failed to offset the online drop in the Americas, where regional sales fell 16.5 per cent despite the local store count jumping from 41 to 86 locations over the twelve-month period.
Plush toys replaced vinyl figurines as Pop Mart’s primary sales driver, surging 60 per cent to RMB9.82 billion to account for 57.2 per cent of total turnover. Figurine sales remained flat with 0.3 per cent growth. Revenue from The Monsters series, which includes Labubu, contracted 7.5 per cent to RMB4.45 billion, marking its first recorded drop and shrinking its revenue share to 26 per cent. Twinkle Twinkle rose 580.6 per cent to RMB2.65 billion to become the second-largest intellectual property, while Crybaby, Dimoo, Skullpanda, and Hirono each surpassed the RMB1 billion mark.
Rivals step up domestic pressure
Domestic retail chains across Asia are accelerating their push into collectible toys to capitalize on the same customer demographic. Miniso has refiled to list its Top Toy business in Hong Kong, while rivals Kayou and 52Toys expand store networks across tier-one and tier-two Chinese cities. Frost & Sullivan projects China’s collectible toy market will reach RMB110 billion this year.
Pop Mart is diversifying into location-based entertainment and hospitality through its Pop Land theme park, Pop Bakery food outlets, and a live-action Labubu feature film developed with Sony Pictures. Chief executive Wang Ning stated the company may fall short of its full-year 20 per cent revenue growth target as management executes operational adjustments across international distribution networks.