Analysis Marketing Strategy of Pop Mart and Potential Solutions

Abstract

Under the background of the rapid rise of global trend culture, the trend economy, especially the blind box business, is developing rapidly. Pop Mart has risen quickly with its unique and innovative business model and has become a representative enterprise in China's fashion industry. This paper takes Pop Mart as the research object, combines STP theory and 4P marketing theory, and systematically analyzes its current marketing strategy from the perspectives of market segmentation, target market selection and brand positioning. The study found that while Pop Mart achieved phased market success, it also exposed many problems. First of all, over-reliance on the head IP image, product homogenization is serious. Secondly, pricing mechanism causes disputes. Thirdly, the channel structure is single, and the digital marketing ability is insufficient. Finally, the international market is expanding slowly, and the global marketing power is small. To solve the above problems, this paper puts forward four suggestions. First, the company can enrich the IP matrix, promote original design and cross-border cooperation, and stimulate the freshness of products. The second is to optimize the price system and implement stratified pricing strategy to meet the needs of different consumers. Third, accelerating the integration of online and offline, improving digital operation capabilities, and strengthening the localization of overseas market operations. Lastly is to innovate publicity methods, reduce excessive reliance on KOL, and enhance user engagement and brand interaction.