Abstract
In recent years, the blind box has triggered a consumer buying boom with its own innovative concept. Blind box consumption has developed from a product purchase behavior to a brand-new marketing model. This paper will study the POP Mart through literature review and data analysis, and deeply understand its marketing strategies and concepts. Through research, POP Marts successful marketing methods include accurately catering to consumer psychology, IP co-branding and crossover marketing, and sales channels management strategy. After the discussion, this paper will sort out the marketing strategies of POP mart, and pointedly put forward two shortcomings of POP Mart in terms of operation: the lack of IP content and the expansion of sales channels.
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