Research On The Marketing Strategy Of Bubble Mart's Two-dimensional Market

With the continuous improvement of people’s living standards,the main contradiction of our society at this stage is the contradiction between the people’s growing needs for a better life and the unbalanced and inadequate development.The trend of China’s consumption upgrading has formed.According to hierarchical theory of needs,on the basis of meeting the physiological needs and security needs,consumption tends to be more emotional and belonging needs.Consumers label themselves through consumption to show their own consumption ideas and consumption personality,and meet their own belonging needs.In the process of consumption,they achieve self-identity and emotional satisfaction.Jean Baudrillard put forward "symbolic consumption" in his book "Consumer Society".He thinks that what people consume now is not the use value of goods,but their symbolic value.People express themselves and define themselves through consumption.Fashion toy is one of the representatives.Fashion toy consumers make friends with their peers through the consumption of fashion toys,so as to express their emotions and consumption ideas.Through the use of symbolic consumption theory,this paper explores how the target customers of trendy toys define and please themselves through the consumption symbols of fashion toys,so as to achieve mutual identity.Based on this,taking Pop Mart as the case study object,this paper analyzes the marketing strategy of Pop Mart,explores the road to success of Pop Mart,and provides guidance for the development of fashion toy enterprises.Two suggestions are put forward.One,accurate positioning of fashion toys market.Pop Mart has been paying close attention to the female blind box market,ignoring the male market too much.Pop Mart should position the fashion toys as the younger generation accurately,and make a series of systematic adjustments in product design,product promotion and other fields,so as to meet the needs of the young male generation for trend toys.Second,improving marketing strategy.Focus on the development of BJD,handmade and other products to adjust the product level,and develop new materials to improve product quality,to achieve the goal of improving product positioning,in order to impact the high-end fashion toy market.Sink the channel to the second and third tier cities,optimize the online channel design to meet the identity of consumers.Product two-dimensional code design for product anti-counterfeiting certification and membership points accumulation,in order to promote consumer membership level,meet the pleasure of consumer collection,enrich the content of fashion toys by enriching the playing methods of fashion toys,and increase the stickiness of consumers.