How did POP MART get popular?

How did POP MART become popular? POP MART was founded on 20 10. In the past ten years, how did POP MART become popular in four areas: artist mining, IP incubation operation, consumer access, and promotion and cultivation of trendy gameplay culture?

How did POP MART catch fire 1 POP MART? The reason is that POP MART captures the consumption psychology of contemporary young people.

For example, zodiac series, festival series, circus series and so on.

In Xiao Guo's view, the "Z era" has independent aesthetics and judgments, and does not like to be instilled with values. Therefore, POP MART will not inject values and stories into IP, but leave the imagination space to consumers.

For example, the image of Molly is a pouting little girl, and people can't even tell her emotions. POP MART also discussed with the designer to change it to "smile" or "angry", but finally decided to keep a straight face. The purpose of this is to let consumers create their own toys and give them emotion.

Industry supervision

202 1 1 26, China Consumers Association named blind box consumption, pointing out that consumers should not be too addicted to it to attract industry attention.

The relevant person in charge of the industry head company POP MART responded that every reporter said that in recent years, common marketing methods such as blind boxes, blessing bags and stuffy bags have gradually been accepted by the public, but they have indeed been used by some unscrupulous businesses.

The person said, "We welcome supervision. The purpose of supervision is not to stifle the industry, but to promote the healthier and orderly development of the industry. "

How did POP MART become popular? POP MART is the hottest blind box brand in China. Blind boxes are somewhat similar to Japanese twisted egg toys, that is, merchants randomly put a series of complete sets of toys in opaque boxes one by one. Before unpacking, consumers don't know which one they bought, and the design of the style and quantity of the whole set of blind boxes is also skillful.

As the hottest blind box brand in China, POP MART imitates the Japanese egg-twisting game, sells blind boxes, and joins hands with Hellokitty, Yolk Brother, Disney and other IPs across borders. Generally speaking, POP MART will launch blind boxes according to different series, such as Spring Festival holiday or school season, and the number of each series is 12. In order to increase the user's surprise, each blind box also contains a hidden money without published pictures, so consumers can only increase the purchase probability by buying the whole box.

Hong Kong designer MichaelLau pioneered the trendy toy art style, that is, designers incorporated creative inspiration and artistic style into toys or sculptures, and cooperated with street fashion brands and brands. In POP MART, in addition to the Molly series and Biqi series launched by Hong Kong artist Biqi, there are also vinyl dolls extending from many IP images such as Pan Shen and Hellokitty.

History:

20 10 1 1, the first store of POP MART opened in Beijing Oumeihui Shopping Center.

20 15 15 10 In October, POP MART launched a brand-new flagship store of lifestyle concept in Beijing Wangfujing apm Shopping Center. POP CAF and product experience area have been added to provide fans with a shopping experience.

From 2065438 to June 2006, POP MART signed a strategic cooperation with designer Kenny, and developed a series of trend toys named ——MollyZodiac constellation.

2065438+In June 2006, POP MART officially settled in Tmall Mall, and the trend toy community e-commerce platform Paqu APP was officially launched.

On July 20 16, the first IP store of POP MART was located in hang lung plaza, Shanghai.

How did POP MART become popular? POP MART has 64 characters.

POP supermarket

POP MART was founded on 20 10. In the past ten years, POP MART POP MART has taken the brand culture of "creating trends and delivering beauty" as the goal, and built an integrated operation platform covering the whole industry chain of trendy toys, focusing on four major areas: artist mining, IP incubation operation, consumer access, and promotion and cultivation of trendy gameplay culture.

On June 5438+February 1 1 day, 2020, POP MART International Group Co., Ltd. was listed on the Hong Kong stock market. On June 20th,10, 1 1, the first store of POP MART opened in Beijing Oumeihui Shopping Center. 20 15 15 10 In October, POP MART launched a brand-new flagship store of lifestyle concept in Beijing Wangfujing apm Shopping Center. POP CAF and product experience area have been added to provide fans with a shopping experience.

From June 2065438 to June 2006, POP MART signed a strategic cooperation with designer Kenny to develop a trend toy-Molly Zodiac constellation series trend doll. 2065438+In June 2006, POP MART officially settled in Tmall Mall, and the trend toy community e-commerce platform Paqu APP was officially launched.