No need to scramble for LABUBU here | The first Pop Mart jewelry store in Beijing has a mediocre customer flow.
When LABUBU was almost impossible to find across the country, Pop Mart quietly opened a jewelry store featuring LABUBU in Beijing.
On June 14th, the first Beijing store of Pop Mart's jewelry brand "popop" opened at China World Mall. This is the second store nationwide following the one at Grand Gateway 66 in Shanghai.
Beijing Store
It is understood that the jewelry in the store involves multiple popular IPs such as LABUBU, HIRONO, MOLLY, SKULL PANDA, and TWINKLE TWINKLE. The product categories include pendants, rings, earrings, bracelets, necklaces, etc. The prices range from 319 yuan to 2699 yuan, and the main materials are S925 silver, 14k gold, and shell beads.
For the currently most popular LABUBU series, the store currently has a sterling silver pendant priced at 459 yuan. Consumers can freely match cords, shell beads, etc. according to their personal preferences to make bracelets or necklaces. There are also pre - matched bracelets and necklaces in the store for customers to choose from.
Various Pendants
LABUBU Bracelet
Among all the IP - themed jewelry, the most expensive item is the SKULL PANDA pendant priced at 2699 yuan. However, if you want to match the necklace shown in the picture, you need to spend an additional 1399 yuan to buy it.
SKULL PANDA Series Jewelry
In addition, the DIMOO Cloud Voice series includes two Beijing - exclusive limited editions: a necklace priced at 780 yuan and a ring priced at 620 yuan.
Beijing Store Limited Editions
It is worth mentioning that the first Beijing store also launched a high - end 18k gold jewelry series, including bracelets and necklaces. Their designs do not refer to IP materials but are mainly based on the classic four - leaf flower logo of Pop Mart. Of course, the prices are not low either. The bracelet is priced at 10,800 yuan, and the necklace is as high as 19,800 yuan.
Special Edition for Beijing Store
If we talk about what makes popop different from other jewelry, besides the IPs, it is also "fun": it can be opened and closed, and can be freely combined. For example, the outer spacecraft of the Hirono necklace can be opened; and the ear balls of the SKULL PANDA pendant can have their colors freely changed.
In terms of customer flow, it is relatively average. On a weekday afternoon, the author noticed that the number of people entering the store at the same time mostly did not exceed 10. After chatting with them, most of them were Pop Mart fans and basically came for shopping. Some customers mentioned that their whole family were fans of Pop Mart, and they rushed to bring their children here as soon as they heard that a jewelry store had opened at China World Mall. Some customers also said that the quality of the jewelry materials was a bit poor and not worth the price, so they didn't plan to buy anything.
According to the store clerk, the customer flow is relatively large on Saturdays and Sundays, reaching a peak of more than 500, and the store does not have a customer limit. Among all the jewelry, the Hirono, MOLLY, and Star People series are the best - selling ones. The author saw in the store that some items were already out of stock. Regarding the best - selling product in the store, the clerk said it was still LABUBU. Some customers bought only the pendants, while others bought necklaces and bracelets in combination. There is still stock in the store at present.
popop Beijing Store
On June 13th, the world's first popop store opened at Grand Gateway 66 in Shanghai. Although it was only one day earlier than the Beijing store, judging from the opening situation, the popularity in Beijing was obviously lower than that in Shanghai. Take LABUBU for example. There is still stock in Beijing, but the Shanghai store has no pendants left for sale, and only a few bracelets are still available. Moreover, the whole store has zero inventory of packaging boxes and bags.
popop Shanghai Store
popop Shanghai Store
As Pop Mart's first jewelry brand, popop was officially announced in January this year. Subsequently, it launched limited - time pop - up stores in Shanghai, Shenzhen, Chengdu, Beijing and other places, which attracted attention.
Actually, Pop Mart started trying out jewelry products two years ago. In 2023, it collaborated with Chow Sang Sang to create the MOLLY series of gold jewelry; in 2024, with the theme of "A Magical Journey of Dreams", it jointly launched six - themed pure gold pendants and the Charme bead series with Chow Sang Sang.
Image Source: Internet
In terms of materials, the cost - performance ratio of popop is not very high, and most customers who make purchases do so out of sentiment. There are online rumors that popop is expected to add gold - made jewelry in the future. In response to this rumor, the clerk at the Beijing store said that they had not received any relevant notice.
Beijing Store