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

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.