——202003090229 Leng began to record the 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 the blind box, POP MART, a trendy toy brand with the concept of "blind box", must have a name. The vast majority of consumers first came into contact with blind boxes through POP MART. It can be said that on the blind box, POP MART is undoubtedly successful. It was founded in 1 1 year, and created a wave of blind boxes on its own. The market value once soared, reaching a peak of over HK$ 100 billion. When it was listed in Hong Kong, it was also called "Maotai for young people", and it was listed on the Hong Kong Stock Exchange on February/February/20201/Kloc-0, becoming "the first wave of China". Brand introduction: Founded in 20 10, the company 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 fields: global artist excavation, P incubation operation, consumer access, trendy play culture promotion and related industry investment integration. Brand vision: aiming to become the world's leading trend culture and entertainment company. Brand concept: create trends and deliver beauty. Tolightuppassionanrdbringjoy. Emotional value: blind box, which opens the desire for collection and expectation of surprise not only for products, but also for entertainment experience and emotional experience. Brand vision: with P design as the core, sign an independent designer to create its own IP image. Among them, IP "Molly" and "Pucky" are circled to create brand recognition. A brief review of the development of the perfect diary →20 10 years 1 1 month, the first store in POP MART opened in Beijing Oumeihui Shopping Center. →20 15 1 month, POP MART launched a brand-new lifestyle concept flagship store in Beijing Wangfujing apm Shopping Center. POPCAF and product experience area are added to provide fans with a shopping experience. →20 16 June, POP MART signed a strategic cooperation with designer Kenny, and developed a trend toy belonging to fans-Molly Zodiac constellation series trend dolls. → June 2016, POP MART officially entered Tmall Mall, and the trend toy community e-commerce platform Paqu APP was officially launched. → July 2016, the first IP store in POP MART settled in hang lung plaza, Shanghai Port. → In April, 2017, POP MART launched a self-service terminal equipment robot store. →20 17 September, POP MART held the Beijing International Fashion Toy Exhibition, which was the first large-scale fashion toy exhibition in Chinese mainland. → In April of 2018, POP MART held the Shanghai International Fashion Toy Exhibition. →20 18 1 1 month, the sales volume of POP MART tmall's "Double Eleven" was 27.86 million, and it won the first place in the category of tmall's model play. →20 19 1 month, the first ARTTOY black label concept store in POP MART opened in Beijing Qiaofufang Grassland Shopping Center. →20 19 1 1 month, POP MART tmall's "Double Eleven" sold 82.52 million on that day and won the first place in the category of tmall toys. → In May 2020, the first experience store in POP MART opened in Beijing Pohang Center. → In September 2020, POP MART's first overseas direct store opened in Seoul. → In 2020 1 1 month, POP MART held the first trend toy industry forum in Shanghai. → In 2020 1 1 month, POP MART's total sales during the Double Eleven period exceeded 1.42 billion, ranking first in Tmall's big toy industry, and it was also the first brand flagship store in Tmall's toy industry to enter the double 1.1 billion yuan club. → On February 2nd, 2022/KLOC-0, the first British store in POP MART officially opened. → In March 2022, the American version of POP MART APP was launched. → In June, 2022, the first American pop-up shop in POP MART officially opened in SouthCoastPlaza, California, 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 the MEGA Collection Series100% Space Molly Anniversary Series. → On August 20th, 2022, the first Australian store in 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 money+hidden money" mode, creating surprises beyond expectations | Main products: blind box-"fixed money+hidden money" mode, creating surprises beyond expectations. Fixed money: the entry money is basically 59 yuan, and the low price strategy can attract consumers to buy. Hidden money: with premium ability, consumers' desire to share and gambling mentality attract consumers to buy back. | Other categories: secondary peripheral, BJD doll, IP derivatives-online celebrity bubble machine, shoulder bag, hand-held storage, mobile phone case, parking number plate, badge, bracelet, key chain, refrigerator, creative desk lamp, etc. Product thinking: taking IP as the core, creating explosions-signing and operating well-known trend art IP to combine with young people's preferences for IP incubation to achieve a win-win business value * *. Including 12 own1+25 exclusive IP+56 non-exclusive IP: | exclusive IP → e.g. puck | the monsters | satyrroryetc. | non-exclusive IP → e.g. Mickey Mouse |DespicableMe|HelloKittyetc.| own IP → e. COCO|YUKIetc.|5 big head IP → Molly | dimoo | the monsters | pucky | skuiipanda. Create products with "reverse thinking"-thinking about "what users don't want" instead of "what users want", so as to stimulate the desire to buy and explore goods. (1) POP MART, whose original design ability was established nearly 12 years ago, relied mainly on proxy IP at the initial stage of brand establishment. With the change of market trends and users' consumption habits, the focus of POP MART's business model began to shift to independent development and design in 20 15. In 20 16, designer Wang Xinming's Molly was bought out, and a series of layouts from design to marketing to retail channels and methods began. With the development trend of Chaowan market changing, POP MART has changed from an original follower to a market leader, leading a certain consumption trend. With the gradual expansion of brand influence, POP MART's market channels and brand effects are highlighted, 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 12 own IPs, 25 exclusive IPs and 56 non-exclusive IPs. A steady stream of new products have been designed, which makes POP MART in a leading position in the industry. Among them, POP MART's revenue ability of independently developed products is far ahead, and its super business coverage ability constitutes POP MART's industrial empire, 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 tools. POP MART cooperates with authorized IP through its own budding attributes to launch customized products, and uses "hidden models" to attract blind box fans. While realizing brand fan diversion, it can also use the market influence of authorized IP to expand product awareness 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, let 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 authorization cooperation, and helps to focus users' attention. Brands that know how to play hunger marketing to create a sense of scarcity can always give people the illusion that they will be gone if they don't buy. Hunger marketing on the surface of "limited time" is easy to be seen through, and sunk costs can always affect people's own pockets in a subtle way. In POP MART, however, the hunger marketing strategy has always been scarce, and the mode of "fixed sum+hidden sum" is used to influence users' consumption decisions, prompting users to buy at one time, so as to win the right of hidden sum lottery. Just as in Molly's Westward Journey series in POP MART, in addition to 12 regular models, Tathagata hidden models are also introduced. The hidden model in Harry Potter series is Harry Potter riding a firebolt, while the hidden model introduced in Mouse Little Trend Generation series is Bull Fighting Mouse Little and so on. There is a hidden model that will impress you. Products that have been scarce are more attractive than those that are lacking due to market purchase. In addition, because of the personal design and emotional attributes, those who work hard in the city have the object to talk to when they are lonely. At the same time, the cute doll itself has the healing characteristics, which makes POP MART focus on the lonely economy, and at the same time, its healing brand image is highlighted, which makes the brand itself more warm. Positioning analysis crowd positioning: Generation Z, women are the majority. 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 products have a price range of 50-200 yuan. Causes of users' demand: the value of consumption experience has increased, and the addiction mechanism has gradually formed. The younger generation has a strong personality appeal, and the circle socialization has raised the emotional sustenance of adults, accompanying the changes in the supply and demand structure of art in the era of gradually increasing collection value, which has catalyzed the 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, and they are more educated and more receptive to new things and multiculturalism. Consumers are mostly women, aged between 18 and 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 personality expression under different styles. The blind box is set to the mode of "fixed money+hidden money", and the entry-level surprise money that exceeds expectations is basically made in 59 yuan. The low-price strategy can attract consumers to buy, the hidden money has a premium ability, and consumers' desire to share and gambling mentality attract consumers to buy back. And the price is 59,69,99, and most blind boxes are between 0- 100 yuan. The non-functional nature of blind boxes determines that it is difficult to increase the unit price, and the gross profit margin cannot be greatly increased (but the gross profit margin has reached 65% in the middle of 2020). Therefore, to enhance the premium of IP design itself, we should adopt a limited purchase mode to enhance the marketing analysis channel strategy of high-end products: multi-scene coverage and omni-channel sales. Distribution of stores: online stores: → domestic: Tmall flagship store | JD.COM flagship store | bubble drawer | Paqu and other mainstream e-commerce platforms → overseas: official websites of Korea, Japan, Singapore and France and Amazon USA have been opened, respectively, to build strong online channels for overseas market expansion. Offline Stores: → Store Type: Direct Store | Robot Store | Unmanned Store | pop-up shop → Store Location: Shopping Mall | Grade A Office Building | Subway | Airport | high-speed railway station | Five-star Hotel, etc → Distribution Features: | Massive Layout: Offline Direct Store has exceeded 250, with more than 1687 robot stores, covering the whole country/kloc in depth. | Characteristic case: Creative Store: POP MART settled in Disney Town, and was inspired by the design of "POP MART Theater", which was not limited to the sale of blind boxes. Around the IP of four star products, Molly, Labubu, Dimoo and Pucky, the store created 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: create "scarcity" and "mystery" to generate the driving force of purchase: the shopping experience of blind box is different from traditional commodity purchase, and 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 produce a sense of urgency, achieve more decisive and faster purchase, and continue to stimulate consumers' interest in buying, and achieve the marketing effect of continuous ordering. Create social attributes and realize marketing fission: → Official social APP: POP MART independently developed the most professional social platform for trend toys in China-Paqu, an online community dedicated to creating trend toys, aiming at providing trend toy information and shopping services for trend toy players, 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 APP has now covered about 540 trendy brands, attracting many trendy designers to settle in and set up 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 lovers and formed a strong and stable target user community. → Private social platform: The process of unlocking the blind box and the result of getting the satisfactory style continue to stimulate consumers' desire to share the blind box. Many consumers will share their favorite hands on social platforms, realize the socialization of product experience, and let the products bring their own traffic and communication, which will help the brand realize and the corporate profits grow 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. → Providing bulk group purchase to promote the transaction of large orders: 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 for major enterprises, institutions, etc., and making selection suggestions, packaging, delivery and other services according to different needs and scenarios. Bulk purchasing is mainly aimed at the whole institution purchasing, group purchasing, government procurement and group ordering. Cross-border cooperation: → IP-MOLLY | Designer-Kenny: Molly X Weikezi: jointly launched "Weikezi Cheese Berry Molly House Special Edition Set". MOLLY's son of tomorrow: jointly launched "Molly's son of tomorrow limited edition", creating a new situation of playing cross-border variety shows. MOLLYxSTAYREAL: jointly launched a joint clothing series. MOLLYxIPSA: jointly launch a limited gift box set, and you can get the "Fantasy World Handmade Gift Box" with MOLLY's peripheral stickers and ten scene panels DIY fun collage. → IP-Dimoo | Designer-—AYAN:DIMOOx SHANGXIA: Cooperate with Hermes' high-end lifestyle brand Shangxia 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: Adventures of Golden Lamps Petals, which contains a DIMOO customized 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 limited beauty double-blind box sets. DIMOO has turned into the exclusive trend ambassador of Silk 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 makeup products of the super popular Biqi Elf Flying Series. →IP-SKULLPANDA| Designer-Xiong Miao: SKULLPANDAxMakeUpForEver: jointly launched a gift box containing micron 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 Yue Shi Feng Yin: jointly launched a skin care gift box set. The essence of product marketing is to find a suitable group of people, 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 is accurate in the psychology of 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 grasped these consumers' psychology, completed "planting grass" in consumers' minds, increased their influence and dependence, and greatly consolidated the existing position of Chaowan in young people's lives. ② Focus on the user's psychological experience. The reason why the blind box created by POP MART can be popular in the market is that it is full of unknown stimuli and surprises after opening the blind box, occupying the minds of consumers 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 has no knowledge of the products in the blind box, the uncertainty of the blind box makes the user have some expectations in the transaction process. Once the answer to the blind box is opened, it is accompanied by feelings of satisfaction, surprise or loss, which draws the user. It is somewhat similar to the psychology of gambling that makes people look forward to the unknown surprise of the blind box. 2) The mode of "fixed money+hidden money" is popular for creating unexpected surprise blind boxes, or it is because of the unexpected surprise brought by "hidden money". Once users find the "hidden money" with premium ability in blind boxes, the effect of that surprise is group. Fans who get the "hidden money" blind box will, on the one hand, show off their human weakness and drive them to share, and on the other hand, attract more blind box lovers to join them with the mentality of "gambling" in order to seek super-high premium income. 3) Buying a low-priced entry-level model 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 a low-priced strategy. In today's self-expression and individuality, buying blind boxes has become one of the ways for contemporary people to treat themselves. On the basis of small expenses, many people have bought 59 yuan's single products, but they don't know that once they have a small hand, they will have the desire to set up 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 established between merchants and users. Today, with the prevalence of self-satisfaction economy, those products with interesting personality and publicity but not expensive have become the first choice for contemporary users. Differentiate and build a complete industrial chain: POP MART pays attention to the source of the trendy play market, pays attention to the cultural cultivation and dissemination of the macro market, builds an industrial chain covering designers, factory supply chains, retail channels and international trend toy exhibitions, and cooperates with well-known trendy play designers and world-renowned brands to create a strong and high-quality fan base, thus creating a trend product that young consumers like at present 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 trend toy exhibition-the largest trend toy exhibition in Asia. Through the form of exhibition, it has 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 trendy brands pay attention to the domestic market, and also broaden channels for more outstanding designers in China to display their original art, which makes up for the blank of the domestic trendy industry and helps the vigorous development of the trendy culture in China. | Lecture: 20 19.06: A series of trend toy lectures on "Trends, Toys and Designs" were jointly held with the Central Academy of Fine Arts. 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 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 generations: It is reported that the tide play office is at the top of the five most burning hobbies after 95 (Tmall's "List of Players after 95"). It has become a trend to spend huge sums of money on hobbies in Tmall. Nearly 200,000 consumers spend 20,000 episodes of 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, satisfaction and pleasure of selling. "Blind Box Thinking" In fact, Alipay began to use this thinking several years ago, and Alipay launched the "Gathering Five Blessingg Activity" at the end of the year. Every time you draw a blessing, you are looking forward to it, and you don't know which one it will be. There is always a blessing that is the most difficult to draw. Is this game familiar? Yes, it's the game of blind box. Therefore, Alipay's "Collection of Five Blessingg Activities" will go viral, and everyone will enjoy the collection.