Analysis of the Synergistic Mechanism of Products and Marketing under the Trend of Personalized Consumption: A Case Study of Pop Mart
DOI:
https://doi.org/10.54097/m56vjr98Keywords:
Personalized Consumption, Product Management, Marketing, Collaborative Strategy, Pop Mart.Abstract
The current consumer market is undergoing a structural transformation from "mass supply" to "niche customization", and personalized and emotional consumption has become the mainstream trend. This article takes Pop Mart, a representative enterprise in the collectible toy industry, as a case study to explore how companies can achieve effective synergy between product management and marketing under the trend of personalized consumer demands. Research and analysis show that personalized demands pose systematic challenges to enterprises on both the product and marketing fronts: product management has to deal with issues such as unpredictable demands, high costs of small-batch production, and scattered resources. Marketing needs to address challenges such as identifying user groups, the complexity of content customization, and the integration of all channels. To address these challenges, Pop Mart has established a data sharing platform, created a cross-departmental process loop, and implemented project-based resource integration, thus forming an operation mechanism that deeply coordinates products with the market. Based on this, this article proposes suggestions for collaborative optimization from three dimensions: organizational structure, technological empowerment, and talent cultivation. This research not only provides a reference for the continuous development of Pop Mart but also offers a feasible path for other enterprises.
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