Research On Profitability Of Art Toy Enterprise

At present,country's economy is developing rapidly,and the people's consumer demand gradually shifts from the pursuit of material to the pursuit of spiritual core.The proportion of cultural industry consumption is rising in the total household consumption expenditure,and the status of cultural and creat ive industries is becoming more and more significant.Our country's art toy industry is in a period of rapid development,and the market has great potential,attracting many art toy companies to enter the market.POP Mart,as a art toy company with distinctive characteristics in our country's art cultural industry,After years of development,POP Mart has become the largest and fastest growing art toy company in C hina.And gradually formed a business model that integrates the entire industry chain with IP operations,artist discovery,consumer reach,and trendy toy culture promotion.The POP Mart development of profitability has received extensive attention.The profitability evaluation of POP Mart,the method of improving profitability strategy and the innovation of profitability strategy under the current business model are worthy of in-depth study.Based on the above problems,this dissertation uses literature analysis and case study methods to make an in-depth analysis of POP Mart.Firstly,clarifying the research background and significance,introducing the research content and methods,and making a literature review on related concepts and theoretical foundations of this thesis.With the understanding of related concepts and theoretical knowledge,the development background and prospects of the art toy industry are discussed.Secondly,through calculation and analysis of the financial indicators and non-financial elements POP Mart.And evaluating the development and profitability under the current business model of POP Mart.Thirdly,after analyzing and discussing the profitability of POP Mart,which can find this company's profitability problems under the current operating model,and proposed improvement measurements.Finally,the research conclusions and the prospect of POP Mart are put forward.Through the research of this dissertation,it is found that the rapid development of POP Mart was benefits from the integrated business model of the entire industry chain,relying on strong IP operations,combined with blind box marketing methods and diversified sales channels.This builds its core competitiveness in the art toy industry.According to the data analysis of the profitability of POP Mart from 2017 to2020,it was found that under the current business model,in terms of operational capabilities and financial capabilities,the current profitability of POP Mart is in the leading position in the art toy industry.However,due to the lack of content support for the main products,the profit growth point is single,and the excessive expansion of offline stores leads to high costs and low asset turnover.These are the reasons why POP Mart lacks long-term sustainable profitability.Based on the above issues,this disseration proposes several strategies for optimizing profitability,such as strengthening cost and expense management,strengthening IP management,optimizing capital structure,paying attention to consumer needs,and strengthening resource operation capabilities,etc.It is hoped that it can improve the level of profitability of POP Mart and other art toy companies,enhance their sustained profitability,and provide effective reference,So as to promote the better development of the art toy market.