Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 38 , 10 November 2023


Open Access | Article

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

Songjing Li * 1 , Yishan Lyu 2 , Ye Sun 3
1 Sias University
2 Beijing Hospitality Institute
3 Harbin Normal University

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 38, 84-92
Published 10 November 2023. © 2023 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 Songjing Li, Yishan Lyu, Ye Sun. Research on the Marketing Strategy and Sustainable Development of Chinese Trendy Toy Enterprises -- Using POPMART as an Example. AEMPS (2023) Vol. 38: 84-92. DOI: 10.54254/2754-1169/38/20231891.

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.

Keywords

POPMART, blind box IP, marketing strategies

References

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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 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-097-4
ISBN (Online)
978-1-83558-098-1
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/38/20231891
Copyright
© 2023 The Author(s)
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