Marketing Strategy Behind the Pop Mart——Based on 4C and 4P
- 1 Macau University of Science and Technology, Macau, 999078, China
- 2 The Ohio State University, Columbus, 43210, United States
- 3 Shijiazhuang Foregin language School, Shijiazhuang ,Hebei, 050022, China
* Author to whom correspondence should be addressed.
Abstract
Pop Mart is a solid Chinese company famous for its "blind box" toys. The company's success comes from its innovative marketing approach, characterized by its "blind box" format, which combines surprise with cultural relevance. In China, Pop Mart is popular among both teenagers and adults. During the past few years, their mall stores were usually full of customers. In this research paper, we will analyze the marketing strategy of Pop Mart and how its products attract customers of different ages. Furthermore, Pop Mart has many toys with different prices to satisfy different consumer groups. We will also introduce how they formulate the prices of different levels of their products. Pop Mart has many series of toys with different prices to satisfy different consumer groups. The company's success comes from its innovative marketing approach, characterized by its "blind box" format, which combines surprise with cultural relevance.
Keywords
blind box, marketing strategy analysis, Ips and culture, 4C, 4P
[1]. SW Liu, W Huang, H Rao, YK Fu. (2023). Ternary Economic Analysis of Blind-Box Marketing. Economic Research-Ekonomska Istraživanja, 36(3). https://doi.org/10.1080/1331677X.2023.2183517
[2]. Wang, D. (2022). Research on the Blind Box Boom in China Under Behavioral Economics. Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture(ICEDBC 2022), 225, 181–184. https://doi.org/10.2991/978-94-6463-036-7
[3]. GFN Mvondo, F Jing, K Hussain. (2023). What’s in the Box? Investigating the Benefits and Risks of the Blind Box Selling Strategy. Journal of Retailing and Consumer Service, 71. https://doi.org/10.1016/j.jretconser.2022.103189
[4]. Zhang Y and Zhang T-q (2022) The effect of blind box product uncertainty on consumers’ purchase intention: The mediating role of perceived value and the moderating role of purchase intention. Front. Psychol. 13:946527. DOI: 10.3389/fpsyg.2022.946527
[5]. Luo, Y. (2023). Analyse the Influence of “Cultural and Creative + Blind Box” Mode on the Commercialization of Chinese Traditional Culture IP. SHS Web of Conferences, 167. https://doi.org/10.1051/shsconf/202316702001
[6]. Jian, X. (2022). Business Strategy and Risk Analysis in Blind Box Economy - A Case Study of POP MART. Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 1257–1264. https://doi.org/10.2991/978-94-6463-036-7_186
[7]. Luo, J. (2022). Brand Marketing Behind the Blind Box -- Analysis on the Brand Marketing of POP Mart. Frontiers in Economics and Management, 3(2), 564–567. https://doi.org/10.6981/FEM.202202_3(2).0067
[8]. Yu, J. (2022). Study on the path of shaping the visual image of "POP MART" blind box. Highlights in Art and Design, 1(3), 115–119. https://doi.org/10.54097/hiaad.v1i3.4056
[9]. Inside Pop Mart: How blind box toys are becoming a global phenomenon, Philippe Guinaudeau
[10]. Pop mart. (2021, December 23). POP MART Opens 100 Pop-up Stores Worldwide to Promote Art Toys Globally. Newswires. https://www.einnews.com/pr_news/559048797/pop-mart-opens-100-pop-up-stores-worldwide-to-promote-art-toys-globally
[11]. Ding, M. (2022). Analysis of the Positioning Strategy of Pop Mart Brand Communication from the Perspective of STP. Art Science and Technology, 35(3), 183–186. https://doi.org/10.3969/j.issn.1004-9436.2022.03.059
[12]. Case Study of “Pop Mart” Based on Brand Development Theory. (2021). Art Science and Technology, 34(2), 48–49. https://doi.org/10.3969/j.issn.1004-9436.2021.02.024
Cite this article
Yu,H.;Sun,Z.;Zhang,Y. (2024). Marketing Strategy Behind the Pop Mart——Based on 4C and 4P. Advances in Economics, Management and Political Sciences,82,104-109.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).