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）

45元的徽章、99元的立牌、198元的Q版手办、上千元的BJD娃娃及雕像……日前，中外玩具全媒体中央记者于上海走访了几家二次元（ACGN）主题市肆，看到此中满目琳琅的产物和“不成思议”的价格，心中的动机就是：二次元的周边真是贵！但即便价格高，仍旧有许多消费者买单。

价格：周边订价遍及偏高

二次元周边年夜致分为两年夜类，其一是硬周边，如徽章、立牌、明信片、手办、模子等；其二是软周边，包括文具、衣饰、帆布袋、卡套、杯子等。二者的区分是，硬周边凡是不雅赏性、保藏价格更高，而实用性较弱；软周边则是更夸大实用性，不雅赏性稍弱，保藏价值更小。

通例认知中，软周边的价格会比硬周边价格低些。这点其实不是绝对于的，只是软周边具备实用性，才让人不外度存眷其价格，好比1件帆海王的T恤售价159元，消费者会感觉还有可以，许多品牌T恤都不止这个价格。还有有90元的鬼灭之刃马克杯、129元的初音将来晴雨伞、229元的王者荣耀腕表等也都是云云。

借使倘使是109元的帆海王帆布袋，消费者就不会感觉价格“亲平易近”了。常见的帆布袋价格于几元到二十几元之间，即便叠加IP元素，直接飙升到上百元，也是轻微有点高的。就连粉丝都迷惑“这个价位为何不加个拉练及内袋”。

∆ONE PIECE帆布袋

据不雅察，软周边属在看上去不贵，但对于比非IP产物就会发明价格翻了许多倍。如咒术回战及纸胶带长约5米，零售价是39元，不仅高在一般划一尺寸、只要几元钱的及纸胶带，甚至比其他IP授权产物价格高——患上力与颐及园互助的及纸胶带3卷的价格于十几元到30元之间；同心的吾皇万睡及纸胶带3卷只要十几元；Shonen Jump Shop推出的各个IP的文件夹订价均为20元，比通例几元的文件夹不仅贵了好几倍，还有不实用。

∆咒术回战及纸胶带

同时，也有些软周边的价格比力“离谱”。GSC推出的“终极空想VII：重制版”扑灭剑硅胶冰格仅有3格，零售价114元，卖点就是可以建造出扑灭剑外形的冰块。而通例硅胶冰格的价格单款最高才30多元。

∆售价114元的扑灭剑硅胶冰格

再来看硬周边。实在，硬周边的价格不全都是很高的，只是由于实用价值较低，会给非受众一种“不值患上”的觉得。

以二次元周边中比力常见的人物立牌为例。人物立牌可能是采用亚克力制成，薄薄的一片，但价格不低，如14cm高的咒术回战名场景立牌售价69元/个、约6.5cm高的家庭西席迷你立牌每一款49元、机动兵士高达的人物立牌单款售价99元等。

∆家庭西席迷你立牌

再好比明信片，排球少年明信片组3张29元、银魂kirapika明信片1张18元等；手办方面，约11cm高的霓裳风华杨玉环Q版手办单价198元、约15cm的皮卡丘手办售价199元、约22cm高的魔女之旅伊蕾娜手办每一只289元、仙剑奇侠传赵灵儿25周年数念手办1399元/只等。

∆1张18元的银魂kirapika明信片

∆霓裳风华杨玉环Q版手办

至在雕塑、BJD娃娃等更是高端保藏品，如3880元的鹿与隼-瑶与云中君艺术雕像、4380元的帆海王集美殿堂路飞牛转乾坤雕像、4799元的天官赐福谢怜-太子悦神版BJD娃娃等。

∆王者荣耀-鹿与隼-瑶与云中君

受众：是产物更是感情寄托

二次元周边价格高，发卖量却不少。如原神天猫旗舰店内，原神、稻妻城、璃月港等主题的脚色徽章总销量别离到达20万+；销量到达10万+的有徽章、马克杯、挂件、立牌、手绳、毛绒团子、亚克力挂件等，价格从12元至89元不等，相对于自制。而高价格的产物如魈·护法夜叉机械键盘售价1299元、销量1000+，凝光·掩月天权静态手办单价1299元、销量4000+等。

∆原神官方旗舰店热销周边

这就会有个问题孕育发生：为何二次元周边的产物卖患上这么贵还有如许好？问题的谜底很简朴，即对于二次元群体而言，他们的采办的周边不止是产物，更是感情寄托。

二次元周边属在IP衍生品，其发卖的逻辑也是借助IP的影响力，将产物卖给粉丝。差别的是，二次元IP的粉丝对于IP更投入、更痴迷。这点已经经有许多实例患上以证实，如粉丝众筹数十万元，于时代天街、北城天街、西城天街、U城天街、源著天街等地包下了30余块LED年夜屏幕，为虚拟偶像初音将来庆祝降生生日；收集小说《全职妙手》的男主角叶修，拥有多量忠厚粉丝，并且这些粉丝不仅为他庆生，还有会以其名义做公益。

二次元粉丝对于IP的痴迷与投入，使患上其甘愿答应网络与IP相干的产物，对于周边的采办兴致也很年夜。《中国二次元内容行业白皮书》提到，2021年，我国泛二次元用户范围到达近4.6亿人，此中排名第一的消费举动是采办周边，占比达56.2%。

别的，每一年举办的各年夜动漫展会也证明了二次元粉丝的消吃力。

以本年7月的bilibili world 2023来看，首批门票7分钟售罄、逐日平均人流量超6万人次。二次元粉丝们从天下各地堆积到展会上，身着各类cosplay服装，提早参加列队只为跟喜欢的IP形象互动，还有会不断地采办喜欢的IP的各类周边产物。中外玩具全媒体中央记者曾经于展会上碰到，有粉丝为买周边而花光其时身上所有的钱。

∆bilibili world 2023人气爆棚（哔哩哔哩弹幕网官方微博）

综上所述，二次元粉丝对于IP的感情很深，采办周边是满意其拥有IP的一种路子，特别喜欢各类还有原IP形象、经典场景的产物。于这类感情需求的支配下，产物的价格已经经不是粉丝们首要思量的因素。他们需要的是值患上保藏的手办、模子，可以或许陈设的立牌、摆件，可以挂于包包、钥匙上的挂件、徽章等等。

企业：对准焦点受众群体

所有二次元周边品类中，马克杯、保温杯、T恤、帽子、违包、手机架等具备实用价值的品类，非粉丝还有可能受形象吸引而采办，但徽章、立牌、明信片、挂件等险些没有实用价值的产物，只有粉丝才会买。而价格较高的手办、雕塑、BJD娃娃等品类，也因此粉丝采办为主。

好比HEX Collectibles打造的火影忍者疾风传-金色闪光·波风水门1:4雕像，零售价4980元，限量800体；忍者之神·千手柱间1:8雕像，零售价5188元，限量750体；砂瀑之我爱罗1:8雕像，零售价5488元，限量750体等，只管价格高，但限量带来的罕见性叠加IP的影响力，使患上产物很快售罄。这种型产物价格高、数目少，还有是预售情势发售，除了了专门的保藏家，就只有粉丝并且是有经济实力的粉丝，才会愿意买、愿意等。

∆金色闪光·波风水门1:4雕像

既然二次元周边的焦点受众是粉丝，那末企业天然也是将其作为方针群体。甚至可以说，大都二次元周边特别是焦点品类（还有原IP人物形象、名场景的产物，硬周边大都都是焦点品类）的企业，打造周边产物时，重要思量的就是IP粉丝的需求，非粉丝群体其实不是着重思量的。

正由于云云，IP的知名度越高、影响力越年夜、粉丝群体越多，企业给周边产物定较高价格的底气就越足。

此外，二次元IP的粉丝群体对于正版产物的撑持力度也是企业勇于定高价的底气。据相识，二次元圈子里是有藐视链的，焦点群体对于盗版、盗窟产物“零容忍”。甚至许多海外IP的粉丝为了买到正版产物，高价找代购帮助采办。这类环境下，就连代购均可以提出“倔强”的发卖条目，如不包管到货时间、不退定金、不接管全额退款、不包管产物无瑕疵、不包管包装盒完备等。作为品牌方的企业更是站于上风的职位地方。

∆代购的“倔强”发卖条目

固然，企业也深知二次元粉丝对于周边产物的要求很是高——从产物选择的人物、场景、服装，到产物的设计、选材、用料、包装等都有要求，是以会将人物、场景的还有原度，设计的创意性，建造的邃密度等放于焦点需要思量的部门，力图打造出让粉丝满足的产物。

∆机动兵士高达周边

高回报陪同的肯定是高危害。企业做二次元周边产物，可以说是开发衍生品，满意粉丝的需求。只要产物设计好、品质好，让粉丝感觉物有所值，哪怕价格高点，粉丝也会接管。可一旦产物设计、品质呈现问题，而售后办事又没跟上，很轻易引起粉丝反弹，企业被吐槽“割韭菜”都是轻的，还有可能被退货、被投诉，甚至于圈子里坏了口碑。

来历：中外IP授权 深圳展（ID:licensingchina）；作者：Aries

图/各品牌天猫旗舰店

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CONNECT:[ UseTime:0.007022s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004854s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004175s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004536s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004128s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004148s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004484s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.004084s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004475s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004019s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004575s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004248s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004120s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004085s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004116s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004075s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004079s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004048s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003986s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004181s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004041s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004147s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.004021s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004109s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004695s ]SELECT * FROM `ta_article` WHERE `id` = 192 LIMIT 1 [ RunTime:0.004459s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004196s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004175s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004469s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004004s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004002s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.007111s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004164s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004103s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004167s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.004004s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003991s 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1 [ RunTime:0.004060s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004222s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.004165s ]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:0.004479s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004031s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004072s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004055s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004026s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004048s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004022s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004040s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004031s ]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:0.004530s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004036s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003995s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004118s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004044s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004018s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004066s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004029s ]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:0.004775s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004114s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004052s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004078s ]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:0.004510s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004017s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004042s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004126s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004125s ]-必一运动官网