Planning and Sharing of No.3 POP MART Brand Marketing Case

——202003090229 Leng began to record marketing cases of major brands and platforms, and kept them updated as much as possible. Overall framework: POP MART brand introduction, POP MART product strategy, POP MART positioning analysis, POP MART marketing analysis, POP MART differentiated play brand story. Speaking of blind boxes, POP MART, a trendy toy brand with the concept of "blind boxes", must have a name. The vast majority of consumers first contacted the blind box through POP MART. It can be said that POP MART is undoubtedly successful on the blind box. Founded 1 1 years ago, it created a wave of blind boxes by itself. The market value once soared, reaching the peak of 1000 billion Hong Kong dollars. When it was listed in Hong Kong, it was also called "Moutai for Young People", and it was listed on the Hong Kong Stock Exchange on June 5438+February 65438+February 0, 2020, becoming the "first wave in China". Brand introduction: The company was founded on 20 10, and it is a leading trend culture and entertainment company in China. In the past ten years, China has built a comprehensive operation platform covering the whole industry chain of trendy toys with the brand culture of "creating trends and delivering beauty", focusing on five major areas: global artist mining, P incubation operation, consumer access, fashion play culture promotion and investment integration of related industries. Brand vision: aiming to become the world's leading trend culture and entertainment company. Brand concept: create trends and convey beauty. Tolightuppassionanrdbringjoy。 Emotional value: the blind box opens not only the desire to collect products and the expectation of surprises, but also the entertainment experience and emotional experience. Brand vision: Take P design as the core, sign an independent designer, and create your own IP image. Among them, IP "Molly" and "Pucky" are circled to create brand recognition. A Brief Comment on the Development of Perfect Diary → 2065438+00110/0 In October, the first store of POP MART opened in Beijing Oumeihui Shopping Center. →2065 438+2005 65438+ 10. In October, POP MART launched a brand-new flagship store of lifestyle concept in Beijing Wangfujing apm Shopping Center. Add POPCAF and product experience area to provide shopping experience for fans. → 2065438+In June 2006, POP MART signed a strategic cooperation with designer Kenny to develop a trend toy belonging to fans-Molly Zodiac series trend dolls. → 2065438+In June, 2006, POP MART officially entered Tmall Mall, and Paqu APP, a trend toy community e-commerce platform, was officially launched. → 2065438+In July, 2006, the first IP store of POP MART settled in hang lung plaza, Shanghai. → 2065438+In April, 2007, POP MART launched the robot shop of self-service terminal equipment. → 2065438+In September, 2007, POP MART held the Beijing International Fashion Toy Exhibition, which was the first large-scale fashion toy exhibition held in Chinese mainland. → 2065438+In April 2008, POP MART held the Shanghai International Fashion Toys Exhibition. →20 18 1 1 month, POP MART's "Double Eleven" sales reached 27.86 million, and it won the first place in the category of Tmall model play. →2065 438+2009 65438+ 10, the first ARTTOY black label concept store of POP MART opened in Beijing Qiaofufang Grassland Shopping Center. → 2065438+09165438+10, POP MART sold 82.52 million on the day of the Double Eleven, winning the first place in the category of Tmall toys. → In May 2020, the first experience store of POP MART opened in Beijing Pohang Center. → In September 2020, the first overseas direct store of POP MART opened in Seoul. → The first trend toy industry forum held by POP MART in Shanghai in June, 2020 +065438+ 10. → On June 5438- 10, 2020, the total sales of POP MART during the Double Eleven period exceeded 65438+42 million, ranking first in the Tmall toy industry and the first brand flagship store in the Tmall toy industry to enter the double 1 1 100 million yuan club. → On June 2, 2022, at 65438, the first store of POP MART in the UK officially opened. → In March 2022, the American version of POP MART APP was launched. → In June, 2022, the first American pop-up store of POP MART officially opened in SouthCoastPlaza, California, USA, which was the first time that POP MART laid out offline channels in the United States. → On July 6, 2022/KLOC-0, POP MART opened its first store in Tokyo, located in a two-story single-family building on Shibuya Street. → On August 5th, 2022, POP MART officially launched MEGA Collection Series 100% Space Molly Anniversary Series. → On August 20th, 2022, the first Australian store of POP MART officially opened. At present, POP MART has settled in 23 overseas countries and regions such as Korea, Japan, the United States, Canada, Britain and Singapore, and its IP design, creativity and product quality have been recognized and loved by overseas consumers. Product strategy Product layout: "Fixed investment+hidden investment" mode to create unexpected surprises | Main products: blind box-"Fixed investment+hidden investment" mode to create unexpected surprises. Fixed investment: The entry money is basically 59 yuan, and the low price strategy can attract consumers to buy. Hidden funds: attract consumers to buy back with premium ability, consumers' desire to share and gambling mentality. | Other categories: Secondary peripheral, BJD dolls, IP derivatives-Internet celebrity bubble machine, shoulder bag, portable storage, mobile phone case, parking number plate, badge, bracelet, key chain, refrigerator, creative desk lamp, etc. Product thinking: take IP as the core, create explosions-sign up for the operation of well-known trend art IP and combine young people's preferences for IP incubation to achieve win-win business value. Including 12 owns 1+25 exclusive IP+56 non-exclusive IP: | exclusive IP → for example, Pucky | The Monsters | Satyrroryetc. | Non-exclusive IP → such as Mickey Mouse | Mean Me | Hello Kitty, etc. | own IP → such as COCO|YUKIetc. |5 Big IP → Molly | Dimoo | The Monsters | Pucky | Skuiipanda. Create products with "reverse thinking"-think about "what users don't want" instead of "what users want", thus stimulating the desire to buy and explore goods. ① Super original design ability was established in POP MART nearly 12 years ago. At the initial stage of brand establishment, it mainly relied on proxy IP. With the change of market trends and users' consumption habits, from 20 15, the focus of POP MART's business model began to shift to independent development and design, and on 20 16, designer Wang's Molly was bought out, and a series of layouts from design to marketing to retail channels and methods began. With the change of the development trend of Wanchao market, POP MART has changed from an initial follower to a market leader, leading a certain consumption trend. With the gradual expansion of brand influence, the market channel and brand effect of POP MART are prominent, bringing together more and more original designers for the brand and accumulating core IP reserves for POP MART. As early as June 30th, 2020, POP MART has operated 93 IPs, including proprietary IP 12, exclusive IP 25 and non-exclusive IP 56. A steady stream of new products have been designed, making POP MART in a leading position in the industry. Among them, POP MART's self-developed products are far ahead in revenue, and its superior business coverage constitutes the industrial empire of POP MART, which makes it more emboldened in marketing and market appeal. 2 using super IP to create social attributes of products IP authorization was originally one of the marketing means. POP MART cooperates with authorized IP to launch customized products through its own budding attributes, and uses "hidden mode" to attract blind box fans. While realizing brand fan diversion, we can also use the market influence of authorized IP to expand product popularity and promote product sales, and at the same time make full use of the advantages of bundled IP to create social attributes with brand characteristics. Once the brand has social attributes, communication becomes a natural effect. Products with social attributes have the ability of self-communication, which can help brands achieve marketing fission, make co-branded products break the consumption circle, improve brand awareness and exposure, and form a new round of communication fever. (3) Hunger marketing creates a sense of scarcity, which helps products to achieve IP licensing cooperation and help to concentrate users' attention. Brands that know how to play hunger marketing and create a sense of scarcity can always give people the illusion that they will be gone if they don't buy it. Hunger marketing on the surface of "limited time" is easy to be seen through, and sunk costs can always subtly affect people's own pockets. In POP MART, hunger marketing strategy has been scarce, and the mode of "fixed amount+hidden amount" is adopted to influence users' consumption decisions, prompting users to buy at one time, thus winning the right to draw the hidden amount. Just like the POP MART Molly Westward Journey series, in addition to the regular model of 12, the Tathagata hidden model is also introduced. The hidden type in the Harry Potter series is Harry Potter riding a firebolt, while the hidden type introduced in the mouse trend generation series is a bullfight and a mouse. There is a hidden model that will impress you. Products that are already scarce are more attractive than those that are lacking due to market purchases. In addition, because of personal design and emotional attributes, people who work hard in the city also have someone to talk to when they are lonely. At the same time, the healing characteristics of cute dolls make POP MART focus on the lonely economy, while its healing brand image is highlighted, making the brand itself warmer. Positioning analysis crowd positioning: Generation Z, mostly women. Consumer income: 90% of users have a monthly income of 8k-20k. Urban distribution of consumer users: mainly distributed in Beijing, Shanghai, Guangzhou and Shenzhen. Price Positioning: 80% to 90% of the products are in the price range of 50-200 yuan. Reasons for users' demand: the value of consumption experience has increased, and the addiction mechanism has gradually formed. The younger generation has a strong demand for individuality, and social interaction in circles has raised the emotional sustenance of adults. With the gradual increase of collection value, the supply and demand structure of artworks has changed, which has catalyzed market demand. POP MART consumers are mainly distributed in first-tier cities such as Beijing and Shanghai, as well as developed coastal cities such as Guangzhou and Shenzhen. 90% of users have a monthly income of 8,000 ~ 20,000 yuan. They are more educated and more receptive to new things and multiculturalism. Consumers are mostly women, aged between 18-24, with an average age of 27. Generation Z (95-00) is the main consumer, paying more attention to the spiritual experience of consumption and pursuing individual expression under different styles and trends. The blind box is set to the mode of "fixed money+hidden money", and the unexpected entry-level surprise money is basically earned by 59 yuan. Low price strategy can attract consumers to buy, hidden money has premium ability, and consumers' desire to share and gambling mentality attract consumers to buy back. And the price is 59,69,99, and most of the blind boxes are between 0- 100 yuan. The non-functionality of the blind box determines that it is difficult to increase the unit price and the gross profit margin can not be greatly improved (but the gross profit margin has reached 65% in the middle of 2020). Therefore, it is necessary to increase the premium of IP design itself, adopt limited purchase mode, and improve the marketing analysis channel strategy of high-end products: multi-scene coverage and omni-channel sales. Shop distribution: online shop: → domestic: Tmall flagship store | JD.COM flagship store | Bubble drawer | Paiqu and other mainstream e-commerce platforms → overseas: Korea, Japan, Singapore, Judge Network and Amazon, USA and official website were opened respectively, which built a powerful online channel for overseas market expansion. Offline Stores: → Store Type: Direct Store | Robot Store | Unmanned Store | Pop-up Store → Store Location: Shopping Mall | Grade A Office Building | Subway | Airport | high-speed railway station | Five-star Hotel → Distribution Features: | Massive Layout: There are more than 250 offline direct stores and more than 1 687 robot stores, covering 65,438+nationwide. | Featured case: Creative store: POP MART settled in Disney Town, inspired by the design of "POP MART Theater", not limited to blind box sales. Around the four star products IP of Molly, Labubu, Dimoo and Pucky, the store has built a whole fairy tale theater in the script creation area, rehearsal area, ticketing area, stage area, performance area and backstage area, presenting a diversified play space for tourists. Marketing strategy: creating "scarcity" and "mystery" produces the driving force of purchase: the shopping experience of blind box is different from traditional commodity purchase. Blind box marketing stimulates young people's psychological needs with curiosity as the original driving force through the model of "fixed money+hidden money". Scarcity will essentially generate a sense of urgency, achieve more decisive and faster purchase, and continue to stimulate consumers' interest in buying, so as to achieve the marketing effect of continuous ordering. Create social attributes and realize marketing fission: → Official social APP: POP MART independently develops the most professional social platform for trend toys in China-Paqu, an online community dedicated to creating trend toys, aiming at providing trend toy players with information and shopping services, so that players can communicate with each other. At the same time, Paqu provides the trading function of second-hand fashion play, which gives users the opportunity to communicate with fashion toy designers. The application now covers about 540 fashion brands, attracting many fashion designers to settle in and open columns. "Changing dolls", "changing dolls" and "changing dolls" have become new terms in the trendy industry, thus creating a new way of playing blind boxes. By creating such a gathering place for tide play, POP MART has gathered a large number of tide play fans and formed a strong and stable target user group. → Private social platform: The process of unlocking blind boxes and the result of obtaining satisfactory styles constantly stimulate consumers' desire to share blind boxes. Many consumers will share their favorite hands on social platforms, realize the socialization of product experience, let products bring their own traffic and spread, which will help realize brand realization and increase corporate profits geometrically. → Overseas expansion and global distribution: It has settled in 23 overseas countries and regions such as Korea, Japan, the United States, Canada, Britain and Singapore. → Provide bulk group purchase to promote large-scale transaction: POP MART is not limited to retail, but also provides one-stop service for purchasing, providing employees with holiday benefits, event prizes, customer appreciation, and gift selection of major enterprises and institutions. , and provide services such as product selection suggestion, packaging and distribution according to different needs and scenarios. Bulk purchasing is mainly aimed at all institutions, groups, government departments and group orders. Cross-border cooperation: → IP-MOLLY | Designer -Kenny: Molly X Vickers: Jointly launched "Vickers Cheese Berry Molly House Special Edition Set". Molly's tomorrow's son: jointly launched the limited edition of Molly's tomorrow's son, creating a new situation of cross-border variety play. MOLLYxSTAYREAL: jointly launch a joint clothing series. MOLLYxIPSA: jointly launched a limited gift box set, and you can get a "fantasy world handmade gift box" with MOLLY's peripheral stickers and ten DIY fun collages of scene panels. → IP-Dimoo | Designer -—AYAN:DIMOOx Xia Shang: cooperated with Hermes high-end lifestyle brand Xia Shang to launch a limited edition doll+co-branded tea _+tea set: travel tea gift box limited edition | tea pet gift box limited edition | checkers tea gift box limited edition. DIMCOx Kiehl's: | Jointly launched the Marigold Gift Box: The Adventures of the Golden Lantern Petals, which contains a customized DIMOO doll and eleven bottles of Marigold Essence Toner. | Jointly launched Panda Charity Limited Edition Jelly High Moisturizing Cream &; White mud mask. DIMOOx Sephora: jointly launched 300 sets of limited beauty double-blind box sets. DIMOO turned into the exclusive trend ambassador of Diaosi family, with two dolls, namely "BeautyPrince Beauty Messenger" and "LoveAngel Gift Box Angel". DIMOOx Haagen-Dazs: jointly launched "DIMOO Constellation Cooperative Ice Cream" →IP-PUCKY| Designer-Biqi: PUCKYx Orange Blossom: jointly launched the super popular Biqi Elf Feitian series of makeup products. →IP-SKULLPANDA| Designer-Xiong Miao: SKULLPANDAxMakeUpForEver: jointly launched a gift box containing Meguiar's foundation air cushion, cosmetic bag, new blind box products, creative tape and other products. →IP- Sweet Bean: Sweet Bean x 13DEMARZO: jointly launched the "Sweet Bean" series of clothing. Sweet Bean X Shi Yue Yin Feng: Jointly launched skin care gift box set. The essence of product marketing is to find a suitable crowd, discover their characteristics, attract them with a product, and then convey the characteristics of their products. The cleverest thing about POP MART is that it accurately locates the target users, mainly young people, who will always be interested in the "unknown game" of shaking the blind box. POP MART's blind box economy has captured the psychology of these consumers, completed "planting grass" in their hearts, increased their influence and dependence, and greatly consolidated Wan Chao's existing position in the lives of young people. ② Pay attention to users' psychological experience. The blind box created by POP MART is very popular in the market because it is full of unknown excitement and surprise after opening the blind box, occupying consumers' minds and making the purchase more interesting. In POP MART's blind box marketing mechanism, there are four levels of surprises. 1) The blind box itself is full of unknown surprises. Because the user knows nothing about the products in the blind box, the uncertainty of the blind box makes the user expect something in the transaction process. Once the answer to the blind box is opened, it attracts users with the feeling of satisfaction, surprise or loss. A bit like gambling psychology, people are full of expectations for this unknown surprise. 2) The mode of "fixed money+hidden money" is popular because it is to create an unexpected surprise blind box or because of the unexpected surprise brought by "hidden money". Once the user finds the "hidden money" with premium ability in the blind box, the effect of that surprise is group. Fans who get the "hidden money" blind box will, on the one hand, show off their human weaknesses and drive them to share, on the other hand, they will attract more blind box lovers with the mentality of "gambling" to seek super-high premium income. 3) Buying low-priced entry-level models has become a way for users to please themselves. In order to bring users into this surprise marketing of blind box manufacturing, the brand still chose the low price strategy. In today's self-expression and individuality, buying blind boxes has become one of the ways for contemporary people to treat themselves. Many people buy 59 yuan's single products on the basis of small expenses, but they don't know that once they have small hands, they will have the desire to have a complete set of hands, thus turning the consumption in 59 yuan into 59*6. If there are too many hands, or the unit price is higher, it may bring higher user consumption, which is an emotional connection between merchants and users. In today's self-satisfied economy, those products with interesting personality and publicity but not expensive have become the first choice of contemporary users. Differentiate to build a complete industrial chain: POP MART pays attention to the source of trendy play market, pays attention to the cultural cultivation and dissemination of macro market, builds an industrial chain covering designers, factory supply chain, retail channels and international trend toy exhibitions, and cooperates with well-known trendy play designers and world-renowned brands to build a strong and high-quality fan base, thus creating a trend product that young consumers like for the classic IP image. → Carry out large-scale offline activities | Exhibition: 20 17.09: The first large-scale trend toy exhibition in Chinese mainland. 20 18.04: Shanghai international fashion toy exhibition-the largest fashion toy exhibition in Asia. Through the form of exhibition, it attracted a large number of outstanding designers and brought more opportunities for cooperation and innovation for the brand. At the same time, let more foreign fashion brands pay attention to the domestic market, broaden the channels for more outstanding domestic designers to show their original art, make up for the blank of domestic fashion industry, and contribute to the vigorous development of domestic fashion culture. | Lecture: 20 19.06: A series of trend toy lectures on "Trends, Toys and Design" were jointly held with the Central Academy of Fine Arts, and the top designers in the industry taught the knowledge of tide play, which helped to cultivate China undergraduate tide play designers. Brand building temperature: the personality of IP image and the budding characteristics of dolls all have their own emotional attributes. With this feature, the brand has given the product a healing effect, which is exactly what young people with strong emotional needs but lonely hearts want, thus successfully using the blind box as an important carrier to realize IP and creating commercial value for the brand. Accurate positioning, catching up with the wave of a generation: It is reported that Chaowan Office is at the top of the five most popular hobbies after 1995 (Tmall's "Player Rankings after 1995"). It has become a trend to spend huge sums of money on hobbies in Tmall. Nearly 200,000 consumers consume 20,000 blind boxes a year. POP MART has firmly grasped the shopping psychology and needs of young people of Generation Z. Finally, the logic behind the "blind box economy" is actually a surprise, a satisfaction and a pleasure of sales. In fact, Alipay began to use this kind of thinking several years ago, and at the end of the year, Alipay launched the "Gathering in Five Blessingg". Every time you draw a blessing, you are expecting it, and you don't know which one it will be. There is always a blessing that is the hardest to draw. Is this game familiar? Yes, it's a blind box game. Therefore, Alipay's "Collection of Five Blessingg Activities" will be popular, and everyone will like to collect.