Pop Mart: Home appliance products will be launched in April

Is Pop Mart’s Cross-Industry Move into Small Appliances an Inevitable Choice for Topping Off Growth in Trendy Toys?

(Written by / Observer Network Zhang Zhifeng)

On March 25, Pop Mart’s COO announced at the 2025 performance release that their home appliance products will officially hit the market in April, marking this leading trendy toy company’s cross-industry entry into the small appliance sector. This expansion is seen by the industry as another extension of Pop Mart into the consumer lifestyle sector, following its ventures into amusement parks, dining, and other formats.

In fact, Pop Mart has long laid the groundwork for entering the home appliance sector.

In June 2025, Observer Network reported that Pop Mart publicly initiated recruitment for talent related to home appliances, involving positions such as small appliance procurement supervisor, quality expert, and R&D engineer. Some positions required experience with refrigerators, coffee machines, breakfast machines, electric kettles, and other related products. The project was marked as an A+ level investment, with recruitment covering Shenzhen, Dongguan, Shanghai, and Guangzhou, offering salary ranges of 15,000 to 45,000 yuan.

In August of the same year, Beijing Pop Mart Cultural Creative Co., Ltd. completed its business registration change, adding retail of daily-use home appliances and sales of household appliances to its business scope, preparing the qualifications for the home appliance business to take off.

According to reports, Pop Mart’s home appliance focus is on small appliance categories, integrating core IP images such as LABUBU and MOLLY, emphasizing a combination of aesthetics and practicality, aimed at younger consumers. Relevant products have now entered a large-scale stocking phase and will be launched on mainstream e-commerce platforms like JD.com after their release.

Pop Mart will adopt an OEM model for production, relying on the mature domestic small appliance supply chain to ensure product quality. The brand also stated that it will continue to focus on IP-centered R&D, expand categories based on market feedback, and plan a “first domestic, then overseas” strategy, leveraging global IP influence to promote home appliances abroad.

An industry veteran told Observer Network that Pop Mart’s cross-industry layout coincides with a transformative period in the small appliance market.

Data shows that by the end of 2025, the total market value of domestic small appliance-related indices will exceed 240 billion yuan. Although the overall industry scale remains stable, the overall growth rate is slowing, with a coexistence of concentration among leading brands and segmentation differentiation, while homogenized competition is intensifying. For example, the 2025 performance report of Bear Electric shows that the annual revenue was 5.235 billion yuan, a year-on-year increase of 10.02%, and the net profit attributable to the parent company was 401 million yuan, a year-on-year increase of 39.17%. In contrast, traditional brands like Joyoung have faced continuous pressure on their performance, and the industry has shifted from price competition to quality, design, and user value competition.

Unlike Bear Electric, which focuses on functionality, cost-effectiveness, and channel efficiency as core competitive advantages, Pop Mart is taking a differentiated approach by tapping into IP fan economics and aesthetic design.

Additionally, from the perspective of Pop Mart’s main business, the current competition in the trendy toy market is becoming increasingly fierce, with growth in the single blind box category reaching its peak. Extending IP value into the daily consumer goods sector has become an important direction for the company to seek new growth points. Small appliances, viewed as essential daily household items for young people, are seen as a carrier for IP penetration from collection scenes to everyday life.

However, the aforementioned individual also pointed out that the dynamics of the home appliance industry are entirely different from trendy toys. Strong IP support is not a cure-all; it’s not just a matter of simple label outsourcing. Challenges may arise in areas such as product quality control, supply chain management, after-sales system establishment, and direct competition with traditional home appliance brands. The outcome remains to be validated by the market.