Summary of Key Points
Fashion and collectible brands are entering the market for phone chains, driven by the need for transformation amid a slowdown in the growth of the blind box industry. By using phone chains—small items that are frequently used and require low decision-making costs—they are transforming IP assets from mere collectibles into daily companions, catering to the younger generation's preference for "value for money" (emotional value over cost). The popularity of phone chains is no accident; it is the result of these brands' strategic planning a year in advance, which reflects a shift in the fashion and collectible industry from relying on blind boxes to integrating IP assets into daily life.
1. Why Have Phone Chains Become a New Favorite Among Young People?
The rise of phone chains essentially meets the needs of young people precisely:
- Shift in the Passion for Crafting: While older generations enjoyed working with wood and stones, younger people have shifted this hobby to creating phone chains, using beads and accessories that they can fiddle with at any time.
- The Explosion of Excessive Detailing: Plain phones are becoming more niche, and young people are "dressing" their devices with chains, cases, and stands to turn them into mobile displays of their taste.
- Value for Money: Instead of buying expensive phones, they prefer to spend a few dozen yuan on a phone chain with an IP design. This not only adds a touch of joy to their daily lives but also allows them to express themselves at a low cost (for example, wearing a cute character-themed chain one day and switching to a collaboration item the next).
Data supports this trend: From January to October 2025, sales of "phone straps" on Douyin exceeded 100 million yuan, doubling year-on-year. Even phone gaskets (accessories that fit into the holes between cases and phones) have forced the market to adapt, allowing phones without strap holes to also be adorned with chains.
2. Fashion and Collectible Brands Seizing the Opportunity in Phone Chains: A "Small but Beautiful" New Path for IP Monetization
Fashion and collectible brands are entering the phone chain market not just because of the trend but due to their inherent advantages:
- IP as a Core Competence: While generic phone chains may sell for just a few yuan with beads, brands like Poppomart's CRYBABY can charge up to 129 yuan for the same item. Consumers are buying the emotional value of having their favorite characters by their side.
- Design Differentiation: The beads used in phone chains are readily available (for around 0.1 yuan per piece), but brands customize metal/silicone gaskets and cute accessories with IP designs, which are the key to adding value.
- From Collectibles to Companions: Blind box figures were once only for display at home, but now phone chains allow users to carry their favorite IPs with them wherever they go—turning their collection into something they can use daily and switch between different styles, increasing the frequency of consumption.
3. The Cooling Down of Blind Boxes Spurs Transformation: The "Anxiety of Breaking the Status Quo" in the Fashion and Collectible Industry
The popularity of phone chains is linked to a growth bottleneck in the blind box market:
- Slowing Growth: According to the "2025 China Blind Box Toy Market Report," although the blind box industry has reached a scale of 58 billion yuan, its growth rate has slowed from 59.1% in 2023 to 20.8% in 2025.
- Decline in Traditional Blind Boxes: Traditional blind boxes, which account for 65% of the market, are growing by only 15%, while functional blind boxes (such as those with straps) are growing by 40%. Consumers no longer want mere decorative items; they prefer practical and usable products.
- Searching for Everyday Applications: Brands realize that IP assets cannot be monetized solely through blind boxes (a few purchases a year are not enough). They need to integrate them into everyday scenarios (like using phone chains) to increase user loyalty and repeat sales.
4. The Popularity is Not Accidental: Fashion and Collectible Brands' "Advanced Planning" and Strategic Marketing
What you perceive as impulsive buying is actually the result of well-planned marketing strategies:
- Year-Ahead Planning: Toy designers reveal that large companies start planning products a year in advance (with half a year for production and marketing). The phone chains available today were already created last year, reflecting a proactive approach.
- Driving Market Change: The entry of fashion and collectible brands has elevated phone chains from mere small commodities from Yiwu to high-value IP merchandise, attracting more young buyers and further fueling their popularity.
- Creating the Sense of Choice: Brands do not directly promote their products but use IPs, designs, and scenarios (such as pairing with long straps for city walks) to make consumers feel that their choice is a personal one. This is all part of a targeted marketing strategy that meets consumer needs.
Conclusion
Fashion and collectible brands' entry into the phone chain market is not just about expanding product categories but represents a transformation in the industry, shifting from a focus on one-time collections based on blind boxes to daily companionship driven by IP assets. For young people, phone chains provide an affordable way to express their emotions. For brands, it represents a new avenue for sustaining the value of their IP assets. This "battle of small items" is just beginning.