Analysis of Influencing Factors in Blind Box Purchases and Optimization of Marketing Strategies—A Case Study of Pop Mart

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.