What is POP MART?

0 1, Wan Chao, how to get out of the circle?

As the "pre-wave" of the post-80 s generation, it is very puzzling. Who propped up the 100 billion market value of POP MART?

First of all, let's take a look at the tide play industry. At present, fashion toys can be divided into four categories: art toys, blind box dolls, hand-made models and BJD toys.

Fashion toys are usually designed according to cultural entertainment IP. Fashion IP in a narrow sense can be created by artists, and fashion IP in a broad sense can also be authorized by movies, animations, games or other content sources. Fashion content makes it more suitable for display and collection beyond functional purposes.

02.POP MART successfully captured the psychology of consumers.

In fact, POP MART was founded in 20 10, and it didn't turn losses into profits until the launch of "Blind Box" in 20 17. Blind box marketing is a marketing method similar to lottery games. Grasping consumers' psychology of pursuing excitement and surprise, developing a variety of styles and series at the same time, and introducing hidden styles from time to time to stimulate some consumers' collectors' addiction can greatly stimulate consumers' desire for impulsive consumption and repeated purchases.

The price of blind boxes is 50 yuan to 60 yuan, which lowers the entry threshold for consumers. Once you buy one, the desire to collect it will rise, and it is inevitable to want to buy it again.

Blind boxes also satisfy the show-off and satisfaction of some consumers. Many blind box consumers are influenced by friends or colleagues around them. When people around you are discussing this matter, people will have herd mentality and want to join in the understanding, which invisibly increases the scope of communication and expands the consumer groups.