July 31, 2025

Exploring Marketing Strategies and Consumer Behavior in the Blind Box Economy

Key Points

The research indicates that scarcity strategies and personalization drive self-expression in consumers.
Key findings reveal that consumer desire for identity expression influences repeated purchases and market growth.
Using case study methodology, the analysis focuses on market leaders like POP Mart and their effective strategies.
Insights suggest marketing methods may need to adapt for more entertainment-driven retail environments.

Abstract

In recent years, the blind box economy has experienced swift global expansion, drawing increasing attention from academic circles to its unique consumer behavior characteristics. This study examines the psychological motivations behind blind-box purchasing activities and matching promotional approaches utilized by commercial brands. By employing case study methodology anchored in established theoretical frameworks, this research critically assesses market leaders exemplified by POP Mart, with particular attention to their behavioral economics strategies. The results indicate that strategies including designs that create scarcity, developing products with personalization elements, and collaborations using popular intellectual property can effectively drive consumers' desire for self-expression and repeated purchases. Consumers’ needs for identity expression and entertainment but also promote the growth of secondary markets and speculative behavior. To summarize, this investigation helps deepen our understanding of consumption patterns within entertainment-driven retail environments while providing practical references for brand operators seeking multiple marketing methods.

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