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）

弁言

积木这一品类从2016年起快速扩张，到2019年的迅速突起和细分品类的快速增长，再到当下与国潮、知名IP的拥抱立异，谱写了一部中国积木的突起史。特别近两年的积木人细分品类超乎了所有人的想象，有的区域甚至呈现百分之几百的增加。如下一路来细心研读一下其乐成的暗码。

布鲁可-变形金刚积木人

积木人这个品类更切当的说是积木公仔，这一产物形态源在乐高的人仔；于咱们国度积木厂家的立异之下所孕育发生的新品类，它联合了手办、拼装及盲盒的弄法迅速打开了市场。接下来咱们从操作的角度来一路进修一下。

▌1、市场解读

任何一个市场细分范畴的乐成都有其一定性及偶尔性，咱们先给这种厂家点个赞，然后咱们从宏不雅层面解读一下市场。积木品类市场已经经是通例品类，这一品类的沉淀同时也沉淀出了一个硕年夜的红海市场；随即潮玩盲盒的爆火让许多渠道直呼不测，但于不测之余这一品类也培育了无数的用户。两个品类前期的铺垫功不成没——为积木人的爆火创造了可能。

▌2、产物解读

积木人品类素质是积木弄法，是积木弄法延长得手办的联合，这是第一个立异，立异的地方于在是一个可以拼装的手办；第二个立异是将简朴的10个枢纽关头可动公仔进级到50个以上的组装部件晋升用户深度创造的历程。公仔及积木的立异非常巧妙。

▌3、用户解读

用户已经经拥有了许多喜爱的潮玩手办，从赏识阶段已经经进级到把玩阶段，而动手最基础的方式就是拼装。也就是用户进入到了脚色创造阶段，脚色创造阶段也是用户与心爱的手办举行脚色互动的最先，从拼装到成型再到人物举动的自我投射越发让用户爱不释手。

发蒙-奥特曼积木人

▌4、竞争计谋解读

曾经几什么时候，40块钱只能买一个公仔，并且还有是不到10个枢纽关头可动的平凡人物罢了。此刻，一样的价格下，用户可以买到一个喜欢的人物，还有可以本身拼装，同时还有有20个以上的枢纽关头可动，物超所值。这一计谋可谓经典。

▌5、市场时机

盲盒等产物动员了500亿以上的潮玩市场，积木人也许将再次演绎这一汗青。市场竞争的军号已经经吹响。积木人的产物定位及细分范畴的抢占势必迅速上演。这一市场时机也将给玩具市场带来新的机缘。

积木人让用户有了更多的弄法及体验，同时其用户群还有于连续扩展；是以于渠道操作上假如只是简朴的分销了事，那末你至多是一个优异品牌、优异品类的搬运工。建议各人联合市场、联合渠道与品牌方一路深度运营，为产物及本身创造无穷可能。

▍来历：中外玩具网（ctoy-gdta）▍作者：乐邦（微旌旗灯号：18629256028），从事母婴行业10年，擅长操作玩具品类，借助品类完成为了浩繁引流互动方案，同时晋升了门店的用户运营能力。

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]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003270s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003272s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003317s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003196s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003178s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004375s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003257s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003705s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003190s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003338s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.003970s ]SELECT * FROM `ta_article` WHERE `id` = 283 LIMIT 1 [ RunTime:0.005039s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003292s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003273s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.003672s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003827s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003204s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003254s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003276s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003321s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003189s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003197s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003165s ]SELECT `id` FROM `ta_cate` WHERE `module_id` = 19 [ RunTime:0.003149s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003257s ]SELECT * FROM `ta_field` WHERE `module_id` = 6 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003299s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003216s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003156s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 6 LIMIT 1 [ RunTime:0.003223s ]SHOW FULL COLUMNS FROM `ta_users_type` [ RunTime:0.003636s ]SELECT `id`,`name` FROM `ta_users_type` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003201s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '1' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003201s ]UPDATE `ta_article` SET `hits` = `hits` + 1 WHERE `id` = 283 [ RunTime:0.016102s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003208s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003332s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.003323s ]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:0.003721s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003222s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003175s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003184s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003171s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003202s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003200s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE 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