Research on the Marketing Methods of the Blind Box Sales Model— A Case Study of POP MART

Yushu Qi ()
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Yushu Qi: Middle School Affiliated to Northwest Normal University

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 755-759 from Springer

Abstract: Abstract A blind box is today's young people are willing to pay money to buy entertainment products. Blind box originating in Japan, is the trend of the culture surrounding products, early blind box for animation derivatives and subculture of derivatives, in recent years the blind box of cooperation with many designers and IP. The blind box becomes no longer drab but added artistic and collection value, this has also aroused a frenzy of love among contemporary young people, who are willing to spend a lot of money on this hobby. The topic of this paper is to analyze the marketing mode and method of blind box. The research object is POP MART, the most popular fashion brand in recent years, which has been listed in 2011 until now. What kind of marketing methods has been used to attract many young people to buy POP MART? The research methods include literature research, quantitative research, qualitative research and descriptive analysis. Most of the research data are from the POP MART website. The research results of this paper hold that the reason why blind boxes attract many young people to buy them is that they need more spiritual sustenance when their material satisfaction reaches a certain limit, and blind boxes are exactly the items for spiritual sustenance. Meanwhile, blind boxes satisfy young people's collecting habits and gambling psychology for life. POP MART maximizes its product marketing to attract more young consumers through such consumer psychology.

Keywords: POP MART; Cooperation; Young consumer; Media; Trigger; Emotion (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-036-7_111

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DOI: 10.2991/978-94-6463-036-7_111

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