Research On The Competitive Strategy Of The Pop Mart Company

China is entering a new era of abundant materials and developed science and technology,which makes the consumer preference turn to the pursuit of quality,personalization and spirit,and also lays a solid foundation for the development of art toy industry.Under this circumstance,this article selects Pop Mart Company as the research object,On the basis of the research of competitive strategy and toy industry strategy theory,this paper analyzes the trend toy industry and Pop Mart Company from the perspective of strategy research.First,this paper analyzes the macro environment from the aspects of politics,economy,social culture and technical background and uses the five forces model to analyze the art toy industry,so as to grasp the characteristics and competitive status of the art toy industry.In addition,the strategic group analysis method is used to lock the competitors of Pop Mart,and the advantages and disadvantages of Pop Mart are further identified through comparison.Second,the value chain analysis method and VRIO model are used to comprehensively analyze the internal resources of Pop Mart to clarify the most competitive resources and capabilities of the company.Third,based on SWOT analysis,this paper combs the advantages,disadvantages,opportunities and threats of the company.Finally,based on the company’s strong brand recognition and marketing channel ability,and the high requirements of the art toy industry for innovative design and aesthetics,this paper believes that the implementation of differentiation strategy is more suitable for Pop Mart Company at this stage.On this basis,this paper puts forward specific suggestions for the successful implementation and guarantee of the differentiation strategy from the aspects of product and brand differentiation,as well as the company’s talent reserve,corporate culture construction and information construction,so as to help Pop Mart solve the current problems and better enter the next stage of competition.It also provides practical implications for other similar companies in the art toy industry.