第39届国际玩具和潮玩（深圳）博览会

2027年3月31-4月2日 深圳国际会展中央（宝安区）

潮玩出海已经成年夜势。此中东南亚因其地舆间隔近、文化相近成为热点首选。但东南亚列国爱好各有特点，这从年青潮人集中的TikTok平台上的热销潮玩也能够窥见一二。

TikTok潮玩视频截图

总榜：消费南北极分解

起首来看看中外玩具网监测TikTok东南亚六国站点：越南、新加坡、菲律宾、泰国、马来西亚、印度尼西亚11月的潮玩发卖额及销量总榜（价格单元：美元，数据来历：Tabcut特看，下同）：

从总榜可知，TikTok东南亚站点的潮玩消费较为极度。发卖额榜单上的产物虽然以高单价取胜，但最高399.2美元的潮玩盲袋的月销量也跨越了500，并且这款产物来自综合经济实力及人均收入于东南亚六年夜经济体中相对于靠后的越南。发卖额排名第2、3、四名均来自东南亚地域人均收入桂林一枝的新加坡。

销量方面，差别款式的动漫迷你积木及可爱欣喜盲袋依附超低单价得到了超高的销量，及发卖额榜单形成光鲜对于比。榜单中独一不以低价为噱头的是娃三岁马卡龙搪胶脸毛绒，于泰国站取患了月销1.72万件的好成就。

TikTok热销的娃三岁马卡龙系列搪胶脸毛绒

从品类上看，搪胶脸毛绒于发卖额方面盘踞了绝对于上风，销量方面则是动漫迷你积木的山河。盲袋、卡牌、模子类也有所涉猎。

从发卖来历看，及海内抖音重要经由过程直播带货差别，TikTok东南亚站点重要是商品卡及橱窗为主。好比销量凸起的动漫迷你积木及发卖额领先的潮玩盲袋、泡泡玛特等都是百分百来自商品卡及橱窗，申明买家目的很是明确，直奔产物；其次来历在种草视频。

下面，来看分国榜单TOP3：

新加坡：泡泡玛特霸榜

新加坡是潮玩消吃力最强的国度，这点无庸置疑。除了了宝可梦卡牌以外，其余上榜产物皆为泡泡玛特。

拉布布马卡龙搪胶脸毛绒2代坐坐派对于同时登上了发卖额及销量榜单，可见拉布布的魅力。于海内11月也属新品的泡泡玛特哭娃眼泪工场系列于新加坡当月就登顶了发卖额榜单，显示了新加坡潮玩消费者超强的追新能力。并且，这些上榜产物的发卖来历险些都是商品卡及橱窗，品牌效应于新加坡很是较着。

泡泡玛特哭娃眼泪工场搪胶脸毛绒

越南：最爱盲袋及毛绒

不管是从“玩具与喜好”还有是“保藏品”这块，TikTok越南站发卖额最高及销量至多的潮玩产物均为盲袋类产物，紧随其后的是毛绒玩具。

综合发卖额及销量来看，变身莉娜熊毛绒（Lenna Stick）成就最佳。这款产物以白色小熊套差别IP毛绒外衣为特点，热销款为草莓熊外衣及星际宝物史迪奇外衣两种。这款产物的发卖来历近8成来历在种草视频。视频内容重要展示了它毛绒绒的手感，还有有可穿脱换装的特色。或许这类近似给自家“毛娃”玩换装的历程及百变的形象给玩家提供了情绪价值。加之5美元就有一个70厘米高的年夜版毛绒，性价比及情绪价值拉满！于越南的其他电商平台上，这款小熊还有有更多差别的IP形象毛绒皮套可选。

TikTok上热销的变身莉娜熊毛绒

11月TikTok越南站销量排名第三的变身三丽鸥毛绒也是近似的设计，差别的是，内核是差别的三丽鸥形象搭配近似的纯白毛绒外衣。

需要尤其指出的是，娃三岁的差别款搪胶脸毛绒玩具攻克了TikTok越南站11月保藏品发卖额榜单的前三名。并且这些产物的发卖来历均非来自直播。

保藏品类中排名第一至第三的娃三岁差别款毛绒

泰国：最爱“娃三岁”

11月，东南亚“潮玩IP顶流”拉布布于TikTok泰国站被娃三岁的搪胶脸毛绒挤出了榜单。

从榜单来看，于品牌潮玩中，娃三岁拥有超高性价比，不到十$的价格，就能够拥有可以换脸、娃衣换装等等弄法，并且形象也富厚，难怪能于TikTok泰国站爆火。据Tabcut特看的后台数据显示，娃三岁系列搪胶脸盲盒从7月起呈现于泰国月销发卖额榜单前列，不停攀升，并逐渐霸榜前三，让拉布布“痛掉”泰国潮玩顶流宝座。

娃三岁于TikTok上的打法也于慢慢向海内调解，10月的上榜产物还有重要以种草视频为主，到11月就转为视频种草+直播带货，效果很是较着。11月发卖额榜单中除了了第一位是种草视频动员以外，直播对于第2、第三名的发卖额孝敬率到达了4成以上。

TikTok泰国站11月发卖额榜单第三位的发卖渠道阐发（图源：Tabcut特看）

菲律宾：品牌集中度低

到了菲律宾站，潮玩不管是于“玩具及喜好”还有是“保藏品”中的排名就不如前三个国度排名高，属在一个分水岭。相对于传统的潮玩品类——模子类于发卖额排名较高，新兴的搪胶脸毛绒类仅得到第三名。于销量榜中，动漫迷你积木因超低单价霸榜。销量也是六国中最高的。

所有上榜产物的发卖来历均是橱窗或者商品卡，申明均长短激动型消费，消费者的方针都相称明确。

马来西亚：喜好多元

比拟起前四个爱好相对于较着的国度，TikTok马来西亚站消费者们的口胃就比力多样。卡牌、模子、PVC摆件、可动玩偶、积木均有。并且，按照Tabcut特看的数据显示，近半年来的潮玩榜单品类、品牌变化颇年夜，可见该国消费者的爱好变化之快。

于促销方式上，52Toys的蜡笔小新发条公仔经由过程视频种草突围，发卖孝敬率高达七成，直播孝敬率仅为0.3%。其余上榜产物的发卖来历均为橱窗及商品卡。

52Toys蜡笔小新发条公仔

印度尼西亚：潜力尚待挖掘

印度尼西亚是东南亚地域综合经济实力最强的国度，人口也至多，但与之形成光鲜对于比的是，TikTok印度尼西亚站的11月月榜显示，潮玩的渗入率是东南亚六年夜经济体中最低的。潮玩产物的排名于玩具类榜单中相称靠后，且单价、发卖额也是最低的。可能由于TikTok小店曾经被印度尼西亚封禁，去年末才方才恢复也有必然瓜葛。

可是印度尼西亚潮玩消费者的口胃却是跟年夜流的同时，又颇有本身的特色。跟年夜潮的是，也喜欢毛绒类，但非搪胶脸毛绒，多经由过程种草视频消费，其差别点就是喜欢发光元素。潮玩商家也可多多注意。

拉布布钥匙扣挂饰（发光版）

来历：中外玩具网

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