Brand Strategy and the Effective Marketing Position of the Blind Box Industry: A Case Study of Pop Mart
Jason Lim Chiu
Keimyung University, 1095 Dalgubeol-daero, Dalseo-gu, Daegu, 42601, South Korea.
Man-Hsu Lin *
Keimyung University, 1095 Dalgubeol-daero, Dalseo-gu, Daegu, 42601, South Korea.
Evelyn L. Chua
University of Santo Tomas, Espana Blvd., Sampaloc, Manila, 1008, Philippines.
Jae-Hyeok Choi
Bina Nusantara University, Jl. K. H. Syahdan No. 9, Kemanggisan, Palmerah Jakarta 11480, Indonesia.
*Author to whom correspondence should be addressed.
Abstract
Aims: This study examines POP MART's rapid growth in China's blind box sector. By integrating the insights and strategies from a systematic review, the industry can successfully interact with customers, create loyalty, and produce unforgettable experiences.
Study Design: A qualitative approach is used in this research, using secondary data, content analysis, social media, and other news-related articles relating to the success of the blind box industry
Methodology: This research investigates and describes the design elements, brand and marketing strategies, and consumer psychology of successful blind box firms. This study systematically examines POP MART's unique circumstances using the blind box business model.
Conclusion: This research will aid other companies that want to enter or grow their blind box market or adopt a similar business approach. This study applied the POP MART and blind box brand case studies, specifically the theoretical and applied marketing implications.
Keywords: Brand marketing, brand strategy, blind box, consumer behavior