Sustainable Development Strategies of the Blind Box Marketing Model: A Case Study of Pop Mart

School of Sociological Studies, Politics and International Relations, The University of Sheffield, Sheffield, United Kingdom

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Abstract

Blind box marketing has attracted much attention because of its commercial appeal and its close connection with emotional consumption and social media communication. However, the existing research mainly focuses on consumer psychology and willingness to buy, while the sustainability of this marketing model has not been fully explored. This article takes Pop Mart as an example as a case study and analyzes the implementation, function, sustainability issues, and improvement strategies of the blind box marketing model. The study found that the success of Pop Mart depends on the integration of IP operation, product design, channel coordination, and consumer participation, which enhances the attractiveness, brand awareness and market influence of the product. At the same time, the model also faces challenges in terms of sustainability, such as over-reliance on uncertainty-driven repeated consumption, IP homogeneity, and the pressure of brand trust and governance. Based on these findings, this paper proposes healthier consumption guidance, stronger IP innovation, and improved governance measures to support more sustainable development.