Research on the Marketing Strategy and Sustainable Development of Chinese Trendy Toy Enterprises -- Using POPMART as an Example

Research Article
Open access

Research on the Marketing Strategy and Sustainable Development of Chinese Trendy Toy Enterprises -- Using POPMART as an Example

Songjing Li 1* , Yishan Lyu 2 , Ye Sun 3
  • 1 Sias University    
  • 2 Beijing Hospitality Institute    
  • 3 Harbin Normal University    
  • *corresponding author alison0523rose@mail.sdufe.edu.cn
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/38/20231891
AEMPS Vol.38
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-097-4
ISBN (Online): 978-1-83558-098-1

Abstract

With the continuous development and improvement of the e-commerce business, blind boxes have developed from toys to everything that can be "blind" and are favored by most young consumers. The blind box economy has become a typical economic phenomenon of cultural consumption of the Z-generation group. After POPMART launched its first trendy toy Molly Constellation series in 2016, the blind box channel opened up the trendy toy market and became a mainstream product in the trendy toy retail industry. Therefore, this paper takes POPMART as a case study of blind box IP marketing strategy and mainly analyzes the current marketing model of POPMART from six aspects: customer demand, brand promotion, channel management, product positioning and market segmentation, competition and risk, and marketing effect to provide solutions for the sustainable development of the current blind box IP marketing strategy.

Keywords:

POPMART, blind box IP, marketing strategies

Li,S.;Lyu,Y.;Sun,Y. (2023). Research on the Marketing Strategy and Sustainable Development of Chinese Trendy Toy Enterprises -- Using POPMART as an Example. Advances in Economics, Management and Political Sciences,38,84-92.
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References

[1]. Zhou,SJ.:Analysis of blind box marketing strategy based on consumer behavior research--POP Mart as an example,China Market2(5),118-120(2023).

[2]. Zheng,YP.:Study on the optimization of marketing strategy of blind boxes in POP Mart.Tung Wah University2(5),2022.

[3]. QuestMobile,https://www.questmobile.com.cn/research/report/1632941902704775169,5.last accessed 2023/5/21.

[4]. Weihua Wang,Saebum Kim.:Lady first? The gender difference in the influence of service quality on online consumer behavior. Nankai Business Review International,10.3(2019).

[5]. Kato Takumi."Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features." Journal of Marketing Analytics 9.3(2021). doi:10.1057/S41270-021-00115-W.

[6]. Arsalan Najmi, Waqar Ahmed.:Assessing channel quality to measure customers' outcome in online purchasing. Electronic Customer Relationship Management,11.2(2018).

[7]. Ritanjali Majhi.:Behavior and perception of younger generation towards green products, Journal of Public Affairs,22(2020)

[8]. POPMARTBaiduEncyclopedia, https://baike.baidu.com/item/POP%20MART/4052562?fr=aladdin,last accessed 2023/5/18.

[9]. Daily Economic News - Double 11 battle results 142 million yuan POP Mart CEO Wang Ning: now is the golden age of tide play (QQ.com), https://new.qq.com/rain/a/20201 112A0A7EK00, last accessed 2023/5/18.

[10]. Private Domain Operation Top Brands "Playbook Demystified": Watsons, Uniqlo, POP MartBaiguoYuan, Walmart..._flow(sohu.com), https://www.sohu.com/a/440076159_281571, last accessed 2023/5/18.

[11]. Xi,J.: Study of POP Mart's competitive strategy,University of International Business and Economics2(5),2022.

[12]. POPMARTprospectus, AimediaDataResearchCenter, https://www.zhitongcaijing.com/content/detail/378050.html, last accessed 2023/5/21.

[13]. Rong,HJ.: Analysis of the marketing strategy of "blind box economy" from the perspective of consumer culture--POP Mart as an example. Beauty and the Times (above)2(5),52-55,2022(01).

[14]. Chen,L.:Study on the profitability of trendy toy companies. Anhui University of Finance and Economics2(5),2021.

[15]. Liu, JF.: Financial evaluation of POPMART's profitability mode, 44-68. Yangtze University, Hubei (2022).

[16]. Joseph Alois Schumpeter.: The theory of economic development. Springer, Boston (1926).

Cite this article

Li,S.;Lyu,Y.;Sun,Y. (2023). Research on the Marketing Strategy and Sustainable Development of Chinese Trendy Toy Enterprises -- Using POPMART as an Example. Advances in Economics, Management and Political Sciences,38,84-92.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-097-4(Print) / 978-1-83558-098-1(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.38
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Zhou,SJ.:Analysis of blind box marketing strategy based on consumer behavior research--POP Mart as an example,China Market2(5),118-120(2023).

[2]. Zheng,YP.:Study on the optimization of marketing strategy of blind boxes in POP Mart.Tung Wah University2(5),2022.

[3]. QuestMobile,https://www.questmobile.com.cn/research/report/1632941902704775169,5.last accessed 2023/5/21.

[4]. Weihua Wang,Saebum Kim.:Lady first? The gender difference in the influence of service quality on online consumer behavior. Nankai Business Review International,10.3(2019).

[5]. Kato Takumi."Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features." Journal of Marketing Analytics 9.3(2021). doi:10.1057/S41270-021-00115-W.

[6]. Arsalan Najmi, Waqar Ahmed.:Assessing channel quality to measure customers' outcome in online purchasing. Electronic Customer Relationship Management,11.2(2018).

[7]. Ritanjali Majhi.:Behavior and perception of younger generation towards green products, Journal of Public Affairs,22(2020)

[8]. POPMARTBaiduEncyclopedia, https://baike.baidu.com/item/POP%20MART/4052562?fr=aladdin,last accessed 2023/5/18.

[9]. Daily Economic News - Double 11 battle results 142 million yuan POP Mart CEO Wang Ning: now is the golden age of tide play (QQ.com), https://new.qq.com/rain/a/20201 112A0A7EK00, last accessed 2023/5/18.

[10]. Private Domain Operation Top Brands "Playbook Demystified": Watsons, Uniqlo, POP MartBaiguoYuan, Walmart..._flow(sohu.com), https://www.sohu.com/a/440076159_281571, last accessed 2023/5/18.

[11]. Xi,J.: Study of POP Mart's competitive strategy,University of International Business and Economics2(5),2022.

[12]. POPMARTprospectus, AimediaDataResearchCenter, https://www.zhitongcaijing.com/content/detail/378050.html, last accessed 2023/5/21.

[13]. Rong,HJ.: Analysis of the marketing strategy of "blind box economy" from the perspective of consumer culture--POP Mart as an example. Beauty and the Times (above)2(5),52-55,2022(01).

[14]. Chen,L.:Study on the profitability of trendy toy companies. Anhui University of Finance and Economics2(5),2021.

[15]. Liu, JF.: Financial evaluation of POPMART's profitability mode, 44-68. Yangtze University, Hubei (2022).

[16]. Joseph Alois Schumpeter.: The theory of economic development. Springer, Boston (1926).

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