
Analysis of Influencing Factors in Blind Box Purchases and Optimization of Marketing Strategies—A Case Study of Pop Mart
- 1 School of Economics and Management, Beijing University of Technology, Beijing, China, 100124
* Author to whom correspondence should be addressed.
Abstract
With the continuous growth of China's economy and the upgrading of residents' consumption, the demand for spiritual and cultural consumption has significantly increased. As an emerging consumption form, trendy toy blind boxes leverage the marketing model of "uncertainty of unboxing" andhave achieved a market scale of more than 40 billion yuan in 2023, with an annual compound growth rate of over 30%. Pop Mart, the leading enterprise in the industry, has achieved 12 million annual active users and a repurchase rate of 50% in 2024 through IP operation and scene innovation. However, the deep-seated motives behind consumers' behavior of purchasing blind boxes have not been fully explored. Taking Pop Mart as a case study, this research uses the questionnaire survey method to collect valid sample data, and combines the 4P marketing theory and the PEST analysis framework to systematically explore the core driving factors of blind box consumption. The research findings indicate that the core driving factors for consumers to purchase blind boxes are numerous. In terms of products, the rich and diverse IP images and unique designs meet the needs of personalized aesthetics. The stratified pricing stimulates the desire to buy. The integration of online and offline channels expands the convenience of purchasing. Promotion strategies such as limited editions and co-branded products trigger a rush to buy. In the macro environment, policy support, economic growth, society's demand for novel entertainment, and technological assistance jointly drive the growth of blind box consumption.
Keywords
Blind Box, Pop Mart, Purchase, Consumer Motivation, Consumer Behavior
[1]. Shenwan Hongyuan. (2020, June 18). The Second In - depth Report on the Trendy Blind Box Toy Industry: Observing the Golden Age of the Trendy Toy Industry from the Pop Mart Trendy Toy Exhibition [EB/OL].
[2]. Ye, K. (2016). The influence of the "two - dimensional" culture on the aesthetic tendencies of contemporary Chinese films. Contemporary Cinema, 8, 142 - 144.
[3]. Chi, C. Y., & Hu, Y. Q. (2021). Research on the communication mechanism of blind boxes based on consumers' consumption psychology. Modern Business, 18, 12-14.
[4]. Qian, Y. X. (2023). Analysis and optimization of the marketing strategies of blind boxes based on the research of consumer psychology: Taking Pop Mart as an example. Modern Marketing, 10, 79-81.
[5]. Zhou, S. J. (2023). Analysis of the marketing strategies of blind boxes based on the research of consumer behavior: Taking Pop Mart as an example. China Market, 4, 118-120.
[6]. Lewis, D., & Bridger, D. (2000). The soul of the new consumer: Authenticity what we buy and why in the new economy. Nicholas Brealey Publishing.
Cite this article
Lyu,F. (2025). Analysis of Influencing Factors in Blind Box Purchases and Optimization of Marketing Strategies—A Case Study of Pop Mart. Advances in Economics, Management and Political Sciences,178,41-48.
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 3rd International Conference on Management Research and Economic Development
© 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).