Against the Backdrop of Evolving Consumption Demands among Young Consumers — Analyzing Pop Mart's Emotional Marketing Strategies
Year: 2025
Type: article
Abstract: In contemporary society, the increasing pressures of daily life have led consumers to seek not only the functional utility of products but also the emotional value and psychological satisfaction they provide. This paper takes Pop Mart as the research object and analyzes its emotional marketing strategies. The study begins with an introduction to Pop Mart’s corporate profile, development history, current status, core competencies, and existing challenges. It then proceeds to analyze four key aspects: the emotional resonance of IP images, the experiential appeal of blind boxes, the sense of social ritual and identity, cross-brand collaborations, and immersive scenario enhancements. The findings indicate that Pop Mart’s emotional marketing strategies are highly effective, though certain issues remain. Accordingly, a series of solutions and optimizations are proposed, including strengthening social communication, deepening cross-industry collaborations, creating immersive experiences, and innovating new IP incubation. The aim is to elucidate the mechanism through which emotional marketing addresses the emotional needs of young consumers and fosters brand loyalty, while also providing a theoretical reference for similar enterprises.
Author: Zihao Gao
Institution: Xiamen University Tan Kah Kee College
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4415166241
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