Standing out in a Fashion Brand Competition: Potential Analysis of Pop Mart

The Blind Box is a trendy product that young people are willing to pay for nowadays. The blind box originated in Japan. In recent years, the blind box has cooperated with many designers and IP. The blind box is no longer monotonous, but has increased the value of art and collection, which has also aroused the enthusiasm of contemporary young people, they are willing to pay a lot of money to experience the excited. The topic of this article is to analyse Pop Mart blind box marketing strategy and behaviour. The research methods include literature study, data study and descriptive analysis. The results of this study suggest that the reason why blind boxes attract many young people to buy them is that different series of blind boxes have different emotional sustenance, every customer who likes blind boxes can get emotional satisfaction by buying them. Pop Mart has also been exposed in the sales of many deficiencies, through the comparison with other competitive brands in this article to provide some reference to Pop Mart recommendations.