Path Of social media To Promote the Consumption and Brand Effect Building of Trendy Toys

Abstract

In recent years, the trend of trendy toys has rapidly risen all over the world and become increasingly popular in Chinese market with explosive growth. With the development of digital communication technology, social media has gradually become the main promotion platform of trendy toy brands and the main communication channel of trendy toy consumers. Based on the background of trendy toy market, this paper aims to explore the specific effect of social media in the process of guiding consumer behaviour and building brand effect of trendy toys. Through the analysis of communication mechanism, interaction form and brand strategy of social platform, this paper summarizes the multi-dimensional path of social media in promoting the consumption and brand building of trendy toys. Firstly, Key Opinion Leader (KOL) and User-generated Content (UGC) content transmission builds a strong purchase motivation; Secondly, the interactive mechanism of social media stimulates users’ willingness to participate and share and complete the closed link of consumption; Thirdly, brands enhance users’ sense of identity and brand loyalty through IP symbols and emotional value in social media. This paper uses case study methods to compare and analyse the highlights and shortcomings of Pop Mart and Labubu’s social media operation and consider the communication strategy of typical brands. The results of this paper show that social media can not only effectively improve the market penetration rate of trendy toy products but also help brands to establish emotional links and sustainable development.