The Status Quo of Mystery Boxes in the Digital Market: A Case Study of Designer Toys POP MART in the Chinese Market

Ketong Chen

doi:10.54097/hbem.v2i.2351

Authors

Ketong Chen

DOI:

https://doi.org/10.54097/hbem.v2i.2351

Keywords:

Mystery box, designer toy, POP MART.

Abstract

With the continuous development of the blind box industry, service problems have gradually emerged. For example, brands pay more attention to product design, but there are no obvious measures for service optimization. At present, most literatures are still analyzing the phenomenon and reasons for the popularity of blind boxes, but rarely analyze the service problems of blind boxes. This paper focuses on the discussion of the current situation of POP MART in the Chinese market by investigating its transformation into the digital market and the current issue toward the brand. Introducing the background of the designer toy and some possible explanations for why the designer toy is favored by the Z generation. Then discuss the current market situation and expectations. Moreover, this paper points out how the online channel and advertisement of POP MART help it generates numerous revenues and the problem underneath the surface, suggesting possible solutions to react to the decline in consumer.

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