Lecture Notes in Education Psychology and Public Media

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Lecture Notes in Education Psychology and Public Media

Vol. 54, 21 June 2024


Open Access | Article

Analysis of Product Characteristics and Marketing Strategies of Blind Box Based on the Study of Consumer Propensity —— Take Pop Mart as an Example

Tianyue Dai * 1
1 Hangzhou Foreign Languages School

* Author to whom correspondence should be addressed.

Lecture Notes in Education Psychology and Public Media, Vol. 54, 106-111
Published 21 June 2024. © 21 June 2024 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Tianyue Dai. Analysis of Product Characteristics and Marketing Strategies of Blind Box Based on the Study of Consumer Propensity —— Take Pop Mart as an Example. LNEP (2024) Vol. 54: 106-111. DOI: 10.54254/2753-7048/54/20241588.

Abstract

A blind box is a kind of pop toy that is like a small sculpture, people don’t know what is inside the box until they open it. Because of the rapid change in the consumption trend and the rise of a new generation of consumer groups, blind boxes, especially the Pop Mart blind box series have become one of the most popular products among young people. However, the product itself doesn’t have many practical uses, So what makes the toy so welcome among their target groups, and what attracts the people to buy those useless toys? The articles use Pop Mart (Representative of the blind box industry) as an example, trying to figure out which kinds of people are the aim group for the blind box and what people gain when they buy the blind box. According to the analysis for both internal and external reasons, some suggestions are provided in the conclusion part, to help the blind box industry grow to a better future, and achieve sustainable success.

Keywords

Consumption trend, product feature, marketing strategy

References

1. Zhao, J. (2024) Master of Marketing Strategy Research of Popmart Company based on SICAS model.

2. Qian, Y. (2023) Analysis and Optimization of Blind Box Marketing Strategy Based on Consumer Psychology Research -- Take Popmart as an Example. Modern Marketing (Next Ten-Day Journal), (10), 79-81.

3. Liu, L. (2022). "People in the Box": "Generation Z" Blind Box Consumption Landscape and Its Formation Mechanism. China Youth Research Institute, (02),78-84.

4. Jiang, M. From Fried Shoes, Fried Blind Box Think of "the Universe Brand Cigarette". Retrieved from http://opinion. people. com. cn/n1/2019/0917/c1003-31358264. html.

5. Yang, X. (2023) Master of Financial Analysis Research based on Harvard Analysis Framework (Nanjing University of Posts and Telecommunications).

6. Wang, S. X. (2021) China's "Generation Z" Youth Group Observation. The People's Forum, (25), 24-27.

7. Lu, Y.D. (2023) A Study on Female Consumer Behavior in E-commerce Platforms Under the Background of "Other Economy". National Circulation Economy, (22), 16-19.

8. Zhang, K.Z. (2021) Master of Consumer pleasure in Blind Box Culture (Nanjing Normal University).

9. Lascu, D. N., Bearden, W. O., Rose, R. L. (1995) Norm Extremity and Interpersonal Influences on Consumer Conformity. Journal of Business Research, 32(3), 201–212

10. Zhou, S.. (2023) Analysis of Blind Box Marketing Strategy Based on Consumer Behavior Research --take Bubble Mart as an Example. The China Market, (04),118-120.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 5th International Conference on Education Innovation and Philosophical Inquiries
ISBN (Print)
978-1-83558-455-2
ISBN (Online)
978-1-83558-456-9
Published Date
21 June 2024
Series
Lecture Notes in Education Psychology and Public Media
ISSN (Print)
2753-7048
ISSN (Online)
2753-7056
DOI
10.54254/2753-7048/54/20241588
Copyright
21 June 2024
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated