{"id":116112,"date":"2025-04-01T16:18:36","date_gmt":"2025-04-01T14:18:36","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=116112"},"modified":"2025-04-01T16:58:45","modified_gmt":"2025-04-01T14:58:45","slug":"pourquoi-les-poupees-chinoises-de-pop-mart-connaissent-un-succes-monstre","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/pourquoi-les-poupees-chinoises-de-pop-mart-connaissent-un-succes-monstre\/","title":{"rendered":"Pourquoi les poup\u00e9es chinoises de Pop Mart connaissent un succ\u00e8s monstre"},"content":{"rendered":"\n

L’entreprise chinoise de jouets Pop Mart<\/strong> fait fureur en Europe : gr\u00e2ce aux c\u00e9l\u00e9brit\u00e9s et aux m\u00e9dias sociaux, les figurines font l’objet d’un v\u00e9ritable engouement de la part des collectionneurs. L’an dernier, les ventes ont plus que doubl\u00e9.<\/p>\n\n\n\n

Des files d’attente pour des petits monstres<\/h2>\n\n\n\n

Les figurines de Pop Mart telles que le monstre grima\u00e7ant Labubu ou la fille \u00e0 la moue boudeuse Molly sont \u00e0 la fois des objets de collection et des symboles de mode. Des stars comme Rihanna et Dua Lipa donnent de la visibilit\u00e9 et du statut \u00e0 la marque, tandis que les influenceurs et les m\u00e9dias sociaux font le reste. Selon les fabricants, les figurines ne sont surtout pas des jouets, mais des objets de collection avec leurs propres caract\u00e8res. Ainsi, Pop Mart travaille avec des cr\u00e9ateurs du monde entier et mise sur des figurines cobrand\u00e9es en collaboration avec Disney<\/strong>, Coca-Cola<\/strong> et des mus\u00e9es, entre autres, pour des \u00e9ditions limit\u00e9es.<\/p>\n\n\n\n

Au Benelux, il existe depuis l’\u00e9t\u00e9 2024 une boutique sur la Kalverstraat \u00e0 Amsterdam, o\u00f9, selon le Financieele Dagblad, il est garanti qu’il y aura la queue pour les derni\u00e8res sorties. Les clients y attendent dans l’expectative, car ils ach\u00e8tent \u00e0 l’aveugle : le contenu de la plupart des bo\u00eetes n’est pas visible \u00e0 l’avance. Bien entendu, cet effet de surprise ne fait que renforcer l’engouement. Des communaut\u00e9s en ligne rassemblent les collectionneurs et le march\u00e9 de la revente est \u00e9galement florissant.<\/p>\n\n\n\n

Doublement du chiffre d’affaires<\/h2>\n\n\n\n

Pop Mart n’est pas seulement un ph\u00e9nom\u00e8ne culturel, c’est aussi un succ\u00e8s financier. En 2024, l’entreprise a enregistr\u00e9 un chiffre d’affaires de 13 milliards de renminbi (environ 1,67 milliard d’euros), soit une hausse de 107 % par rapport \u00e0 l’ann\u00e9e pr\u00e9c\u00e9dente. Le b\u00e9n\u00e9fice net s’est \u00e9lev\u00e9 \u00e0 3,4 milliards de renminbi (436 millions d’euros), soit une augmentation de pas moins de 186 %.<\/p>\n\n\n\n

L’Europe ne repr\u00e9sente pour l’instant que 10 % des ventes totales, mais compte d\u00e9j\u00e0 13 boutiques physiques, dont la premi\u00e8re n’a ouvert ses portes \u00e0 Londres qu’en 2022. Les Pays-Bas devraient compter trois magasins suppl\u00e9mentaires avant fin 2025. Le groupe Pop Mart International d\u00e9clare vouloir ouvrir des magasins physiques dans des lieux embl\u00e9matiques du monde entier, en se concentrant sur l’Am\u00e9rique du Nord et l’Europe.<\/p>\n\n\n\n

Controverses autour des \u00ab bo\u00eetes aveugles \u00bb<\/h2>\n\n\n\n

Avec sa strat\u00e9gie d’achats aveugles – o\u00f9 les clients ne savent pas quelle figurine ils ach\u00e8tent – Pop Mart suscite toutefois des critiques. En Chine, une nouvelle r\u00e9glementation a \u00e9t\u00e9 adopt\u00e9e en 2023 : les enfants de moins de huit ans ne sont plus autoris\u00e9s \u00e0 acheter des bo\u00eetes aveugles afin d’\u00e9viter les achats impulsifs et la d\u00e9pendance, mais en Europe, il n’y a pas encore de r\u00e9glementation claire.<\/p>\n\n\n\n

N\u00e9anmoins, selon les analystes de Morgan Stanley, l’entreprise est une \u00ab marque mondiale \u00e9mergente \u00bb et m\u00eame la premi\u00e8re marque chinoise de produits de consommation \u00e0 conna\u00eetre un succ\u00e8s mondial bas\u00e9 sur le design et la marque, et non pas simplement sur des prix bas. Cela annonce-t-il une nouvelle \u00e8re dans les relations entre la Chine et l’Occident ?<\/p>\n","protected":false},"excerpt":{"rendered":"

L’entreprise chinoise de jouets Pop Mart fait fureur en Europe : gr\u00e2ce aux c\u00e9l\u00e9brit\u00e9s et aux m\u00e9dias sociaux, les figurines font l’objet d’un v\u00e9ritable engouement de la part des collectionneurs. L’an dernier, les ventes ont plus que doubl\u00e9.<\/p>\n","protected":false},"author":5,"featured_media":116109,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28],"tags":[],"people":[],"extra":[43],"company":[1669],"topic":[276,266],"region":[277],"class_list":["post-116112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loisirs","extra-plus","company-pop-mart","topic-expansion","topic-resultats-financiers","region-chine"],"acf":[],"yoast_head":"\nPourquoi les poup\u00e9es chinoises de Pop Mart connaissent un succ\u00e8s monstre - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"L'entreprise chinoise de jouets Pop Mart fait fureur en Europe : l'an dernier, les ventes ont plus que doubl\u00e9.\" \/>\n<meta name=\"robots\" content=\"index, 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