How does POP MART find the right product positioning and target population?

POP MART targets young women, especially those born after 90s and 00s. This group of people have a high pursuit of fashion, trend, personality and innovation, and also have a strong purchasing power and willingness to consume. POP MART has successfully attracted the attention and love of this target group by cooperating with celebrities, online celebrities and fashion bloggers, thus achieving the rapid growth of brand communication and sales.

In addition to market positioning, POP MART also pays attention to product quality and design. They not only pay attention to the appearance design of products, but also pay attention to details and quality, and strive to make every product reach the most perfect state. In addition, they constantly introduce new products to meet consumers' demand for freshness and diversity, thus maintaining the vitality and attractiveness of the brand.

POP MART also focuses on user experience and service. They not only provide high-quality products, but also strive to provide consumers with a pleasant shopping experience. For example, POP MART has set up a special exhibition area in shopping malls to provide consumers with a comfortable shopping environment.

They also provide professional after-sales service, solve problems and disputes after purchase, and enhance consumers' trust and loyalty to the brand. They are not only committed to promoting China's trendy culture, but also actively participate in various charitable activities and social welfare projects. These measures not only enhance consumers' sense of identity and goodwill towards the brand, but also make positive contributions to the society.

POP MART's business:

1.POP MART maintains close relations with more than 350 artists and cooperates with 25 talented artists from all over the world through authorization or cooperation arrangements. The 2020 Shanghai International Fashion Show held in POP MART attracted more than 300 artists.

2.IP incubation operation: By June 30, 2020, POP MART had operated 93 IPs, including its own IP 12, 25 exclusive IPs and 56 non-exclusive IPs. IP in POP MART is developed by artists, mature IP providers and internal design teams.

3. Consumer reach: POP MART has established a comprehensive and extensive sales and distribution network, including retail stores, robot stores, online channels, fashion toy exhibitions and wholesale channels (mainly including dealers).

4. Cultural promotion in Wan Chao: In September 20 17, POP MART held the international fashion toy exhibition, which was the first time that Chinese mainland held a large-scale fashion toy exhibition. Since the first Beijing International Fashion Toy Fair on 20 17, POP MART has held two international fashion toy fairs in Shanghai and Beijing respectively every year.

5. Incubation and investment of innovative business: POP MART began to actively lay out innovative business, and established the art promotion agency innerflow and Resonance Studio.

Reference to the above content: Baidu Encyclopedia -POP MART