The Performance of Chinas Blind Box Industry During the Pandemic: A Case Study on Pop Mart

Abstract

The Chinese pop toy market is now in its golden period of development. Blind box, as one of its product categories, occupies the largest market share in the Chinese market, with Pop Mart being the representative company of the Chinese blind box industry. The purpose of this paper was to explore the reasons for Pop Marts dramatic growth during COVID-19. It differed from previous articles in that it further analyzed the impact of the pandemic on consumers psychology and their subsequent purchasing behaviors. Document, case, and data analyses were employed to analyze this article. The research concluded that the purchase of Pop Marts blind boxes allowed customers to alleviate the negative emotions generated by the pandemic and facilitated the connection with society. The curiosity and desire for unknown products drove impulse and continuous consumption because of the gambling psychology. Besides, the interests and distribution of expenditure of consumers would also affect sales of Pop Mart.