第38届国际玩具和潮玩（深圳）博览会

2026年4月9-11日 深圳国际会展中央（宝安区）

中国潮玩市场日渐成熟，而谁才能做出真正中国的 高达 ？

发布日期：2024-03-05 14:33:18

弁言

中国潮玩市场日渐成熟，不管是出产端还有是消费端，都再也不仅聚焦单一的盲盒公仔，而是将眼光扩充到了更多品类，此中之一就是模玩。根据ACTOYS的规定，模玩指与动漫、影视、游戏等相干联的、重要以满意喜好者需求为目的而推出的模子、玩具、道具、场景安插等的统称。这一说法已经经获得了行业的遍及承认及采取。

从界说来看，模玩的领域很是广，本文聚焦最近几年成长较快、备受瞩目的机甲/拼装模子（涵盖制品、拼装等，面向以14岁以上受众，下文统称“模子”），但愿透过具备代表性的新模子品牌动态，分享该品类的成长近况及趋向。

▍来历：中外玩具网（ctoy-gdta） 文/编纂：Iris/Salas

总体受众广泛市场渐成熟

假如是早几年去各年夜玩具专卖店走访会发明，模子产物险些被万代、孩之宝等海外品牌垄断，很丢脸到国产物牌的影子。但此刻，愈加多的国产模子品牌呈现于了各年夜玩具店、潮玩店中，甚至于各年夜模子展上也崭露头角。

我国模子品牌之以是可以或许成为海内成长速率较快的品类之一，除了了由于海内模子财产成熟、出产实力强外，还有由于具备广泛的受众及日渐成熟的市场。

海内许多模子品牌的开创人/团队成员都是模子玩具的喜好者，好比汕头市藏道文化有限公司即是由一群模玩喜好者组建而成；JOYTOY的开创人也是由于喜欢机甲而入局……据模子圈玩家先容，海内的成年消费者特别是“80后”“90后”，深受日漫文化影响，对于包括万代模子系列于内的日本动漫IP模子比力钟爱。别的，“变形金刚”自20世纪80年月进入中国，同样成为了浩繁消费者的童年回忆，相干的玩具更是常年脱销。种种因素使患上模子文化于海内市场患上以沉淀，而这些热爱模子的玩家都有时机成为国产模子品牌的潜于消费者。

于B站会聚了许多模子喜好者

按照中外玩具全媒体中央记者收拾的海内新突起的模子品牌来看，2018年是一个分界线，多个品牌都是于此以后建立的。而JOYTOY建立时间虽早，但也约莫是于此时间段先后于海内市场跑出的。

新突起的中国模子品牌（不彻底统计）

阐发我国潮玩市场的成长过程可知，2018年起，以泡泡玛特为主的潮玩盲盒品牌最先于市场走红，让更多的消费者相识到潮玩。颠末几年的培育及成长，潮玩市场愈加成熟，盲盒以外的其他品类产物也都引起了公共存眷，模子即是此中之一。并且于盲盒热度下滑的环境下，模子的热度反而于向上走，且备受行业看好，显著体现是其他玩具品类企业纷纷拓展模子，如于军事模子深耕近30年的中山市雅太电器有限公司推出了动漫IP拼装模子产物；布鲁可、发蒙、小鲁班等积木品牌也将积木模子作为研发重点等。

研发原创与授权相联合

依照模子的界说，IP是模子很是主要的一部门，并且确凿有许多模子玩家是为了情怀买单，好比喜欢《变形金刚》以是采办、网络相干模子。模子品牌都深知这一点，于是许多与IP有互助。

好比藏道文化互助的IP包括“镇魂街”“铠甲壮士”“拳皇14”“地狱男爵”等；御模道推出了“钢铁侠”“机动奥特曼”“洛克人”“机动兵士高达”等IP主题模子；JOYTOY打造了战锤40K、战锤荷鲁斯之乱等系列授权模子；创世模王的蝙蝠侠拼装系列；布鲁可积木人-变形金刚逾越版；小号手（雅太电器旗下品牌）变形金刚SK系列等。

藏道文化推出的“铠甲壮士”授权模子

于与外部IP互助之余，模子品牌还有很是器重原创模子的打造，如御模道的“A.T.K.GIRL”机娘模子。更多的模子品牌以国潮风为研发标的目的，凸显国潮元素。如藏道文化基在传说中的四象推出了朱雀、白虎、玄武、青龙4款“四圣兽”系列模子；摩动核安身中国风动漫文化范畴，推出以中国108星宿为基础、以中国古典人物定名的原创漫画作品《星甲魂将传》，并缭绕其开发出了天暴星-虎魄炎黄-白起、地会星-寒龙子-敖丙、摇光宫-破军星君-吕布等模子。

藏道文化“四圣兽”系列模子

创作漫画作品，培育自有IP，这是我国模子品牌打造原创产物的做法之一。除了摩动核外，JOYTOY推出了原创漫画《暗源.硬核.战星斗》，并缭绕其推出了“战星斗”“硬核酷玩”等系列产物；MOSHOWTOYS的至臻级-湖中骑士模子、至臻级-武成侯全设备型模子等产物，均出自其原创漫画、动画IP《先祖效应》等。

《先祖效应》漫画于哔哩哔哩漫画连载

产物遵照传统亦有立异

我国的模子财产处在成长早期，绝年夜大都品牌推出的产物城市遵照品类共性，如零件的分包险些都采用板件情势。也会基在传统举行立异，如模子以塑胶材质占多数，少部门用到合金质料，但可能是用于部门配件、枢纽关头、骨架等处所，少有全合金的模子。

一般来讲，根据是否需要拼装，模子年夜致可分为制品类及拼装类两种。国产模子产物也是根据如许的环境划分，但会给产物添加可动、改换部件、变形等弄法，如摩动核推出的“星甲魂将传”系列模子有制品类、超可动拼装类，天速星-玉罗刹-曹仁（MNP-XH02）可从人物竖立形态变形为罗刹凤凰形态；御模道的芬里尔机娘狼人拼装可动素体模子可以摆出差别的姿式，素体还有有4张预涂装脸型可替代等。

运用科学技能让产物更实用也是国产模子的立异做法。MOSHOWTOYS打造的湖中骑士充电中央是将模子与3C电子相联合。这款产物于脚色上选择的是《先祖效应》的湖中骑士，以胸像情势出现，最尤其的是可以或许作为桌面充电器利用——采用了氮化镓技能，充电更快、温控更好，且拥有5个充电口，运用场景更多。

MOSHOWTOYS湖中骑士充电中央（MOSHOWTOYS天猫旗舰店）

趋向统筹高端化普通化

于公共印象里，模子应该属在高端价位的产物，这类认知没错但不周全。模子既可作为高端保藏品，亦可视作儿童玩具，其价格会遭到品牌定位、IP形象、建造工艺、发售数目、尺寸、重量等多方面因素的影响。以今朝我国模子品牌的成长标的目的看，大都城市统筹高端化与普通化。

犹如样为摩动核原创IP“星甲魂将传”衍生模子，白起拼装模子主体重量293克、高度约21.5cm（不含天线），零售价199元；精制版星斗色曹仁合金骨架拼装模子高约20cm（不含天线高度）、重量550克，零售价399元；可动雕像地魔星-平天年夜圣-牛魔王竖立高度约37cm、主体重量约2260克，预售价2290元。

还有有，依赖手工建造完成的模子，因建造时间长、工艺要求更高，价格就会高些，大都制品模子都是手工成品，如藏道文化的四圣兽制品模子的组装、喷漆等都由人工完成，价格定位多于上千元。可以或许实现量产的模子价格则会相对于较低，好比拼装模子大都都可以或许实现量产。

雅太电器的“变形金刚”拼装模子售价于150元之内

从盲盒带来的巨年夜营收及影响可以看出，普通化的产物虽然价格比拟高端款要低许多，但受众群体更广泛，比力轻易起量。充足多的量累计的发卖额纷歧定会比高端产物的发卖额少，并且由于采办的消费者人数更多，更易让品牌出圈。从久远来看，模子品牌可以做高端产物，满意专业玩家保藏需求；亦要器重打造普通化、量产的产物，从而扩展产物、品牌的受众及影响力。

▍来历：中外玩具网（ctoy-gdta） 文/编纂：Iris/Salas

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CONNECT:[ UseTime:0.006773s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004573s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003966s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004306s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003866s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003946s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004301s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003813s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004277s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003806s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004456s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003927s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003860s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003833s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003842s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003875s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003868s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003833s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003832s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003956s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003808s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003988s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.004013s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003854s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004410s ]SELECT * FROM `ta_article` WHERE `id` = 290 LIMIT 1 [ RunTime:0.006163s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003897s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003897s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004367s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003928s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003774s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003880s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003853s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003861s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003805s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003815s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003809s ]SELECT `id` FROM `ta_cate` WHERE `module_id` = 19 [ RunTime:0.003762s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003943s ]SELECT * FROM `ta_field` WHERE `module_id` = 6 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004000s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003865s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003771s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 6 LIMIT 1 [ RunTime:0.004079s ]SHOW FULL COLUMNS FROM `ta_users_type` [ RunTime:0.004275s ]SELECT `id`,`name` FROM `ta_users_type` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003975s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '1' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003806s ]UPDATE `ta_article` SET `hits` = `hits` + 1 WHERE `id` = 290 [ RunTime:0.008846s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003811s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003855s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.003906s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 17 ORDER BY `sort` DESC [ RunTime:0.004236s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003919s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003804s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003785s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003826s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003776s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003827s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003768s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003844s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 18 ORDER BY `sort` DESC [ RunTime:0.004350s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003792s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003779s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003820s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003889s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003761s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003783s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003826s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 19 ORDER BY `sort` DESC [ RunTime:0.004350s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004006s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004006s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003803s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 20 ORDER BY `sort` DESC [ RunTime:0.004439s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003906s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003833s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003893s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003894s ]-必一运动官网