Abstract
This article was based on the fact that previous scholars have mostly studied the healing function of plush toys in postoperative rehabilitation, but there is little discussion of the healing economy. So, this paper aimed to examine why Jellycat is so popular among young Chinese in the 21st century, amidst rising stress and loneliness. The qualitative data were collected through websites. The analysis was developed based on the Marketing Mix Theory, where a SWOT analysis was conducted for the product, price, price, and promotion of Jellycat. The research resulted reveal that product and promotion have a huge impact on consumers' purchase intention, whereas price has little impact on it, which is reliant on whether the price is equal to quality. This paper suggested that Jellycat should protect its IP property rights and adopt the emerging sales method - live sales, lower the selling price of large-size dolls and use combination selling prices for pop-up dolls.
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