Analysis of Influencing Factors in Blind Box Purchases and Optimization of Marketing Strategies—A Case Study of Pop Mart

Fangying Lyu

doi:10.54254/2754-1169/2025.22492

Fangying Lyu^*

School of Economics and Management, Beijing University of Technology, Beijing, China, 100124

^* Corresponding author: lyufangying@163.com

Published: 6 May 2025

DOI: https://doi.org/10.54254/2754-1169/2025.22492

Abstract

With the continuous growth of China's economy and the upgrading of residents' consumption, the demand for spiritual and cultural consumption has significantly increased. As an emerging consumption form, trendy toy blind boxes leverage the marketing model of "uncertainty of unboxing" andhave achieved a market scale of more than 40 billion yuan in 2023, with an annual compound growth rate of over 30%. Pop Mart, the leading enterprise in the industry, has achieved 12 million annual active users and a repurchase rate of 50% in 2024 through IP operation and scene innovation. However, the deep-seated motives behind consumers' behavior of purchasing blind boxes have not been fully explored. Taking Pop Mart as a case study, this research uses the questionnaire survey method to collect valid sample data, and combines the 4P marketing theory and the PEST analysis framework to systematically explore the core driving factors of blind box consumption. The research findings indicate that the core driving factors for consumers to purchase blind boxes are numerous. In terms of products, the rich and diverse IP images and unique designs meet the needs of personalized aesthetics. The stratified pricing stimulates the desire to buy. The integration of online and offline channels expands the convenience of purchasing. Promotion strategies such as limited editions and co-branded products trigger a rush to buy. In the macro environment, policy support, economic growth, society's demand for novel entertainment, and technological assistance jointly drive the growth of blind box consumption.

Keywords: Blind Box , Pop Mart , Purchase , Consumer Motivation , Consumer Behavior

AEMPS Vol.178

ISSN (Print): 2754-1169

ISSN (Online): 2754-1177

ISBN (Print): 978-1-80590-069-6

ISBN (Online): 978-1-80590-070-2

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Article Information

Received: 23 April 2025

Published: 6 May 2025

DOI: https://doi.org/10.54254/2754-1169/2025.22492

Article Type: Research Article

Cite this article

Lyu,F. (2025). Analysis of Influencing Factors in Blind Box Purchases and Optimization of Marketing Strategies—A Case Study of Pop Mart. Advances in Economics, Management and Political Sciences,178,41-48.

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About this Volume

Volume Title: AEMPS Vol.178

Part of Series: Advances in Economics, Management and Political Sciences

ISSN: 2754-1169 (Print) / 2754-1177 (Online)

Article Information

Cite this article

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