Researching On Optimization Of Mystery Box Marketing Strategy Of Pop Mart

In recent years,China’s economy has maintained steady growth,per capita disposable income has continued to rise,and people’s consumption structure has also been upgraded.While meeting the basic needs of life,consumers are constantly pursuing personalized,personal and social consumer needs.As the head product of the model play category,the fashion toy mystery box attracts consumers to buy constantly with its uncertainty and scarcity,which not only meets consumers’ pursuit of personality,personal pleasure and social interaction,but also sets off a wave of fashion playing culture.Pop Mart Company is a leading enterprise in China’s trend toy industry.It has established an integrated business platform covering the whole industry chain of trend toys.The platform integrates four aspects: artist exploration,IP operation,consumer touch and trend toy culture promotion,to create a business model of the whole industrial chain operation.From the perspective of market position and industry size,Pop Mart Company has great development potential in the future,but mystery box products themselves have been controversial because they do not have practical value and connotation value.This paper made an in-depth analysis of the trend toy industry,its business model,marketing strategy and business environment,and found that there are problems in the marketing strategy of Pop Mart company,such as quality control and after-sales shortage,strong dependence on star IP,"harvest" marketing,lack of product connotation,and insufficient market sinking.In order to further determine the impact of the problems in the marketing strategy on the perceived consumption value of consumers,this paper designs the questionnaire through the Sheth-Newman-Gross consumer value model,analyzes the functional value,social value,emotional value,cognitive value and conditional value,obtains the main reasons of the problem,and puts forward the feasible marketing strategy to realize the optimization of the current marketing strategy.This paper combines the consumption value theory,and puts forward targeted suggestions from functional value,social value,emotional value,cognitive value and conditional value.The main suggestions are as follows: functional value,establish a sound quality control process and system,perfect after-sales service system,social value,sinking three or four line market,expand low carbon channels,develop the changing toy market,emotional value,grasp IP liquidity,make IP in story,energy,etc.,create high quality platform content,brand image,cognitive value,correctly guide curiosity,establish new knowledge mystery box,reasonable price,conditions and pricing,exclusive membership,mystery box purchase conditions.Although this study is limited by time,data resources,investigation cost and other factors,and the reference value for the future development strategy of Pop Mart,and provide new ideas for the development of China’s trend toy industry.