Study on the Marketing Strategy of Blind Box Products of Pop Mart in Beijing, China

Last modified: October 26, 2023
Estimated reading time: 1 min
Title: Study on the Marketing Strategy of Blind Box Products of Pop Mart in Beijing, China
Author: Yang Haizhi
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Url:
Published:
Proceedings
PDF
The 15th National and International Academic Conference “Creating Shared-Value and Innovation for Sustainability” 18-20 January 2023, pp.1016-1026

Abstract

This study aimed to delve into the impact of the 4P marketing theory on Pop Mart’s market strategy in Beijing. The objectives of this study were: 1) To analyze the current marketing status of Pop Mart’s marketing strategy in Beijing based on 4P theory; 2) To provide the suggestion for Pop Mart’s marketing strategy in Beijing based on 4P theory.
This paper used qualitative research methods, involving the collection and analysis of 40 interview samples. Through semi-structured interviews, participants’ viewpoints and insights were gathered, followed by detailed content analysis.

The findings of the study indicated that: 1) Pop Mart’s marketing strategy in Beijing, as analyzed using the 4P theory, revealed that while the current product lineup aligned well with market demands, there was potential for innovation. The pricing strategy was competitive, but slight adjustments could have enhanced perceived value. Distribution channels were effective, and exploring additional avenues could have broadened market coverage. Promotional activities showed varying success, indicating room for more impactful, culturally tailored campaigns; 2) Pop Mart’s marketing strategy in Beijing need exploring product innovation, making strategic pricing adjustments, evaluating and expanding distribution channels, and refining promotional strategies to have ensured sustained success in the dynamic Beijing market.

Key words: pop mart, blind box products, 4P marketing theory, marketing strategies


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