Analysis of Labubu’s Marketing Strategies: a 4P and AIDA Model Analysis

Yueyang Zheng ()
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Yueyang Zheng: Hong Kong Metropolitan University, School of Science and Technology

A chapter in Proceedings of the 2026 11th International Conference on Financial Innovation and Economic Development (ICFIED 2026), 2026, pp 976-984 from Springer

Abstract: Abstract Pop Mart’s Labubu has recently become popular with Gen Z consumers in the Chinese and even international markets. This review takes Pop Mart’s well-known trendy IP, Labubu, as the research object, aiming to deeply analyze its successful marketing strategy, focusing on how the blind box mechanism drives its market growth. This review aims to analyze to know Labubu’s 4P strategy. According to the analysis, Labubu has adopted a differentiated product strategy, which accurately fits the cultural psychology of Generation Z’s pursuit of individual expression and identity through its “weird and cute” style, and also stimulates consumers’ desire to collect and repeat purchase behavior through the blind box mechanism. Labubu has adopted a flexible premium strategy. The randomness of the blind box itself is also a price strategy. Labubu has constructed a multi-channel distribution strategy to extensively cover the market through the combination of online and offline channels, lowering consumers’ purchase barriers and promoting final purchase actions. Labubu promotes sales in various ways, such as limited sales, cross-border co-branding, social media marketing, and encouraging user-generated content (UGC). Those actions have successfully attracted consumers’ attention, cultivated brand interest, stimulated the desire to own, and finally transformed into purchasing actions. Labubu’s marketing practice provides valuable reference for the trendy toy industry. Trendy toy brands should focus on developing unique IP, implementing tiered pricing, expanding multiple channels and making full use of social media for user co-creation, so as to build a sustainable competitive advantage in the fierce market competition.

Keywords: Pop Mart; Marketing; 4P Model; AIDA Model; User-generated Content (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-642-5_103

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