IP Operation and Development Strategy Research on Pop Mart

Faculty of Liberal Arts, Macau University of Science and Technology, Macau, 999078, China

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

Pop Mart has established its own unique core competitive advantages based on whole chain operation of IP resources, innovative blind box business model as well as precise positioning on social and emotional values. The object of this paper is Pop Mart, using the method of case study and literature research, comprehensively sorting out the market positioning, operational advantages and disadvantages of Pop Mart by means of STP strategy and SWOT analysis. In terms of specific research findings: Pop Mart’s IP full chain operation is quite complete and its online and offline channel network layout is diverse, but there are also many problems existing such as imbalance of IP resources structure, repeated public opinion disputes due to the blindbox model, obstacle to overseas development of local IP and increasing homogeneity competition. In terms of research results, it shows that the sustainable development of pop mart should improve its IP matrix, standardize its blind box business mode, and carry out deeper localized overseas operation, strengthen difference innovation, so as to provide certain practical references and theoretical basis for sustainable development of trend toy industry and related cultural creative brand.