Whether it is crowded in the shop or queuing outside the store, they look at the face of the adults, and the children are very small.
When Popmart opened the latest store opened by Popmart not long ago, he saw this scene.
Friends who just take the brand from time to time, say that this scene has long been used to it, and says that crowds are more when new products are launched or there are more special models.According to on -site observations, there are many series of dolls under Bubble Mart. Each design and style are different, with an average price of 15 yuan to 25 yuan.
As China's largest trendy toy brand, what method does Bubble Mart use to make adults fall in love with dolls.
Bao Bao Mate Boss Wang Ning said in an interview with Forbes China published at the end of July that the core consumer group of the brand is young people aged 18 to 35. The goal is to "re -find the fun of buying toys" by adults "EssenceBubble Mart mainly plays blind box marketing, that is, consumers buy in front of the dolls in the box, and do not know what the doll looks like.
The entrepreneur who is less than 40 years old and studying advertising in college also said that by buying products of Bubble Mart, adults not only meet their own needs and sense of existence, but also give these products social functions.They become part of life.
Satisfy the needs and have social functions?Wang Ning did not further explain this in the interview, but according to the sharing of many consumers on the Internet, the sense of mystery and accomplishment brought by the Bubble Mart Blind Box alleviate the pressure of life to a certain extent.
Some netizens said that the hot topics of Mart's related topics are high on the community platform, and gradually become a key to prying open social topics.A sophomore of a Singaporean Nanyang University of Technology I know said that Labubu has become a topic of peers.Labbu is the most popular doll under the recent Bubble Mart.
The China Youth Daily quoted Wang Yueqin, deputy director of the Department of Publishing Media at the School of Publishing and Television Media of Shanghai Normal University, said that the heat box is essentially a surprise economy.
She analyzes that the surprise economy will create unexpected spirit and material value, which is a convenient means to produce psychological pleasure functions. It can also make consumers feel extraordinary stimulus in simple shopping.High economic costs have obtained more joy, and can complete social networking, obtain consensus and identity in communication and sharing through circles. "
From a wider perspective, the blind box will be so popular and loved by young people, which is inseparable from their growth background.
Wang Qi, a professor of marketing professor in China European International Business School, told the 21st Century Business Herald that young consumers have been materially rich in material since childhood. After the material needs are metAnd happiness may be far below the previous generation.
This is a good explanation of why the "post -90s" and "post -00s" are willing to pay for the blind box that cannot be guess, because the "stunning" feeling here cannot be obtained from the general consumption process.
In addition to Bubble Mart, Jellycat, a British plush toy brand, which also focuses on the sense of experience and the interesting process, has recently set off a wave of purchase in the European and American young people circles.But compared with the dolls of Bubble Mart, Jellycat's average price is much more expensive.
It can be seen that whether it is in Asia or Europe and the United States, the cost performance of goods may no longer be the main consideration of young people, but those experiences that allow them to get away from reality and enjoy short -term joy.In an uncertain environment for the global economy, this is the phenomenon that all consumer brands have to be faced.
