The Influence of Brand Designing and Marketing Policies on Post-95 Consumer Psychology and Behavior - Take POP MART as an Example
Keywords:
blind box economy, consumer behavior, emotional attachment, gamification, brand communityAbstract
The blind box economy has become a prominent trend in the consumer goods market, particularly in China, with brands like POP MART leading the way in its growth. Despite the increasing popularity of this business model, there is limited research on its psychological impact on consumer behavior. This study aims to fill this gap by examining the influence of POP MART's brand design and marketing strategies on consumer psychology and purchasing behavior. Using a case study approach, the research analyzes POP MART's blind box policy, IP design, and brand community to explore their effects on consumer engagement and loyalty. The findings reveal that POP MART's use of uncertainty and scarcity in its blind box offerings drives repeat purchases through gamification, while emotional attachment to its IPs fosters long-term consumer loyalty. Additionally, the creation of a strong brand community further enhances consumer engagement. This study contributes to the understanding of how psychological factors such as emotional branding and social influence shape consumer behavior. The practical implications of this research suggest that marketers can leverage these insights to strengthen customer relationships and drive sustained consumer engagement in emerging markets like the blind box economy.References
1. S. Li, "Research on marketing strategies of trendy toy brands under the "blind box economy": A case study based on POP MART," In Global Dialogue on Media Dynamics, Trends and Perspectives on Public Relations and Communication, 2025, pp. 569-575. doi: 10.1201/9781003564966-87
2. J. M. Lopes, S. Gomes, P. Lopes, A. Silva, D. Lourenço, D. Esteves, and V. Redondo, "Exploring the role of gamification in the online shopping experience in retail stores: An exploratory study," Social Sciences, vol. 12, no. 4, p. 235, 2023. doi: 10.3390/socsci12040235
3. S. Zhen, "ANALYSIS OF BLIND BOX MARKETING STRATEGIES DRIVEN BY THE CONSUMPTION PSYCHOLOGY OF GENERATION Z: A CASE STUDY OF POP MART," Global Media and Social Sciences Research Journal, vol. 6, no. 1, pp. 124-130, 2025.
4. M. Gupta, "Intellectual property rights: a comprehensive review of concepts, challenges, and implications," Challenges, and Implications (May 27, 2024), 2024. doi: 10.2139/ssrn.4843444
5. P. M. Santos, J. M. Dias, and C. M. Bairrada, "Gamification in marketing: Insights on current and future research directions based on a bibliometric and theories, contexts, characteristics and methodologies analysis," Heliyon, vol. 10, no. 11, 2024. doi: 10.1016/j.heliyon.2024.e32047
6. Z. Song, "The Strategy Research of IP Image Design Based on Visual Context-Take "POP MART" as an Example," In 4th International Conference on Language, Art and Cultural Exchange (ICLACE 2023), August, 2023, pp. 274-282. doi: 10.2991/978-2-38476-094-7_34
7. J. L. Chiu, M. H. Lin, E. Chua, and J. H. Choi, "Brand Strategy and the Effective Marketing Position of the Blind Box Industry: A Case Study of Pop Mart," Journal of Economics, Management and Trade, vol. 31, no. 1, pp. 9-22, 2025.
8. P. P. Somani, N. Behare, and V. H. Iyer, "From Purchase to Metamorphosis: Cultivating Loyalty via Consumer Engagement and Experience," In Resiliency Strategies for Long-Term Business Success, 2025, pp. 233-256.
9. X. Miao, B. Niu, C. Yang, and Y. Feng, "Examining the gamified effect of the blindbox design: The moderating role of price," Journal of Retailing and Consumer Services, vol. 74, p. 103423, 2023. doi: 10.1016/j.jretconser.2023.103423
10. R. Yu, "Unveiling the veil of uncertainty: Exploring emotional drivers and consumer behavior in blind box consumption," In Connecting Ideas, Cultures, and Communities, 2025, pp. 241-248. doi: 10.1201/9781003591511-40
11. C. Bartoli, C. Nosi, A. Mattiacci, and F. Sfodera, "Consumer self-concept in the cyberspace: how digitization has shaped the way we self-disclose to others," Journal of Strategic Marketing, vol. 31, no. 6, pp. 1133-1154, 2023. doi: 10.1080/0965254x.2022.2056501
12. H. Zhan, "Research on the Impact of Blind Box on Consumers and Marketing Strategies," In SHS Web of Conferences, 2024, p. 01011. doi: 10.1051/shsconf/202420701011
13. Z. Shuran, "What is the consumption psychology behind the popularity of blind boxes?," Journal of Business and Economic Research, vol. 1, no. 2, 2025.
14. R. Zhang, "How the "Blind Box Economy" Shapes Consumers' Purchase Desire and Behavior-The Case of Pop-Mart," In 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024), July, 2024, pp. 46-52.
15. Z. Wei, and B. Yu, "Why do you engage in blind box consumption? Exploring the group interactions and psychological motivations in blind box consumption," Current Psychology, vol. 44, no. 18, pp. 15168-15182, 2025. doi: 10.1007/s12144-025-08150-x
