What is POP MART's blind box?

POP MART is the hottest blind box brand in China.

POP MART imitates the Japanese egg-twisting game, sells it in blind boxes, and cooperates with several IP networks across borders, such as Hello Kitty, Brother yellow and Disney.

Generally speaking, POP MART will launch blind boxes according to different series, such as Spring Festival holiday or school season, and the number of each series is 12. In order to increase the user's surprise, each box of blind boxes also contains a hidden money with unpublished pictures, so consumers can only increase their chances of buying if they buy the whole box.

POP MART successfully captured the psychology of consumers?

In fact, POP MART was founded in 20 10, and it didn't turn losses into profits until the launch of "Blind Box" in 20 17. Blind box marketing is a marketing method similar to lottery games. Grasping consumers' psychology of pursuing excitement and surprise, developing a variety of styles and series at the same time, and introducing hidden styles from time to time to stimulate some consumers' collectors' addiction can greatly stimulate consumers' desire for impulsive consumption and repeated purchases. ?

The price of blind boxes is 50 yuan to 60 yuan, which lowers the entry threshold for consumers. Once you buy one, the desire to collect it will rise, and it is inevitable to want to buy it again. ?

Blind boxes also satisfy the show-off and satisfaction of some consumers. Many blind box consumers are influenced by friends or colleagues around them. When people around you are discussing this matter, people will have herd mentality and want to join in the understanding, which invisibly increases the scope of communication and expands the consumer groups. ?