Analysis of POP MART Blind Box Marketing Strategy
Abstract
In recent years, blind boxes, as an emerging form in the market of trendy games, have been sought after by many young people,
and POP MART, as a head enterprise that produces and sells blind boxes, occupies an important position in the blind box market. This paper
starts from the brand background and status quo of POP MART, understands the brand marketing logic by analysing the psychology of the
consumer group, and analyses its marketing strategy by using 4P marketing mix theory from the four dimensions of product, price, place and
promotion respectively. This paper not only studies the successful case of POP MART in the blind box market from multiple perspectives, but
also provides reference for enterprises in the trendy toys industry when exploring more mature business models, which is of some reference
significance for the stable development of the trendy toys industry in the future.
and POP MART, as a head enterprise that produces and sells blind boxes, occupies an important position in the blind box market. This paper
starts from the brand background and status quo of POP MART, understands the brand marketing logic by analysing the psychology of the
consumer group, and analyses its marketing strategy by using 4P marketing mix theory from the four dimensions of product, price, place and
promotion respectively. This paper not only studies the successful case of POP MART in the blind box market from multiple perspectives, but
also provides reference for enterprises in the trendy toys industry when exploring more mature business models, which is of some reference
significance for the stable development of the trendy toys industry in the future.
Keywords
POP MART; Blind box; Marketing strategy
Full Text:
PDFReferences
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DOI: http://dx.doi.org/10.70711/frim.v2i8.5161
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