POP MART, Skullpanda, warmth series, strategic development
Abstract
The main research content of this paper is around the IP blind box toys of the POP MART brand and its core pop culture forms, and the main analysis object is the most popular and best-selling series of POP MART’s IP co-brands - Skullpanda trend toy IP series. And selected one of the hottest and most popular combinations of Skullpanda toys “Warmth” theme series toys. It mainly focuses on two research meanings and directions, the first is the insight into consumer behaviour and demand, and the second is the exploration of brand value and IP strategy. Text analysis and literature analysis are mainly used to explore the interactive relationship and performance between Skullpanda IP and consumers and explore the interaction and reaction among consumers by studying the comments on the posts of Little Red Book, the social media platform of Skullpanda Warmth series. It is found that the interactive relationship between POP MART Skullpanda warmth series IP and consumers has a highly sticky and positive state. In addition, the audience response from the warmth series text analysis also represents the value content and IP strategy of the POP MART brand, mainly including the strategic performance of “blind box +IP operation” which is characterized by satisfying the gambler’s psychology and curiosity mentality of the audience, as well as POP MART’s unique IP operation and brand emotion.
