Analysis of Product Characteristics and Marketing Strategies of Blind Box Based on the Study of Consumer Propensity Take Pop Mart as an Example

A blind box is a kind of pop toy that is like a small sculpture, people dont know what is inside the box until they open it. Because of the rapid change in the consumption trend and the rise of a new generation of consumer groups, blind boxes, especially the Pop Mart blind box series have become one of the most popular products among young people. However, the product itself doesnt have many practical uses, So what makes the toy so welcome among their target groups, and what attracts the people to buy those useless toys? The articles use Pop Mart (Representative of the blind box industry) as an example, trying to figure out which kinds of people are the aim group for the blind box and what people gain when they buy the blind box. According to the analysis for both internal and external reasons, some suggestions are provided in the conclusion part, to help the blind box industry grow to a better future, and achieve sustainable success.