If talking about the source of random box toys. What is everyone thinking about?
Of course, ‘POP MART’ is probably the first store that everyone thinks of because nowadays everywhere you look, you’ll find the trend of unboxing random toys from POP MART all over social media.
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But did you know that before POP MART was so successful that it was known as a ten-billion art toy? It was almost destroyed before. If you don’t get the random box strategy to save your life!
So how can the random box strategy change POP MART’s life? Let’s get to know this strategy more. Ready to learn how to actually use it in your business!
Get to know POP MART
Cr. inside retail
Although many people are familiar with POP MART as a store that focuses only on selling toys in random boxes, in fact POP MART has not sold random boxes since the beginning.
POP MART was originally founded by Wang Ning, a Chinese businessman, in 2010 who teamed up with a friend to rent space for a department store to open a lifestyle product store suitable for Chinese teenagers. He got the idea to create this store from Log-ON, a store selling various lifestyle products on Hong Kong Island.
As time passed, POP MART was not as successful as it should have been due to selling too many different types of products, causing problems in product management. Wang Ning noticed that the type of product that could be sold the most was random box art toys, so he brought the idea of “Gashapon”, a toy vending machine in Japan, to POP MART.
In 2014, Wang Ning turned POP MART into a toy store. Instead, it was a random box-only collectible as we know it today.
Why is POP MART popular in Thailand?
‘Toys’ are often things that we have known since childhood. It is known that boys often like to collect toy models of cars, airplanes, or cartoons from various stories. As for girls, they love playing with Barbie princess models. But when we were children Of course, we still don’t have the right to buy our own toys. I don’t own my favorite toys because I still can’t earn my own money. and usually only available on special occasions When we start to grow up and have more freedom in spending money. Buying and collecting toys that you had in mind when you were a child has become a favorite activity of today’s teenagers.
Because POP MART is a source that collects a variety of product collections in one place, everyone can buy them at the store without having to waste time pre-ordering from abroad. Moreover, the presence of Secret in each art toy collection causes people who want to win Secret to go to POP MART to buy art toys to collect. For example, on September 20, 2023, POP MART opened the first Flagship Store in Thailand ready to sell limited edition art toys on the opening day, causing Thai people who like to collect art toys to have to queue in front of Central World from early morning to buy random boxes.
Get to know the Blind Box Fever phenomenon
‘Blind Box Fever’ is a symptom of people becoming addicted to buying random boxes where they cannot know in advance what is inside. What drives them to become addicted to opening random boxes is The ‘feeling of excitement’ from waiting to see if what was inside the box would be the same as what they had intended. When they don’t get what they want, they tend to buy a new random box to get the chance again until it becomes an addiction.
The Blind Box Fever phenomenon is a popular trend that is occurring in many countries around the world. Especially among teenagers and young people. Its main inspiration comes from “gachapon,” capsule toys from Japan that have random characters or collectibles inside. This reflects the behavior of today’s consumers where buyers want fun, excitement and are always ready to try new things.
Deep dive into the ‘random box’ strategy that changes POP MART’s life.
Random box culture is at the heart of POP MART’s marketing strategy, with the random box concept becoming a key driver in the retail and toy industries. There are many important factors that make these random boxes so attractive to people, including:
Full of excitement and anticipation
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Part of the appeal of buying a loot box is the excitement and anticipation. When we buy a random box Of course, we all have our favorite characters that we want. But we’ll never know what’s in the box until we open it. The surprise that comes with each random box purchase is a powerful selling point for POP MART. Consumers love the thrill of not knowing which character they’ll get, and when they don’t get the character they hoped for, they’re often motivated to buy again in hopes of getting that character.
Can be collected
POP MART Random Boxes are usually divided into series. There will be 8-12 characters to collect in one series, and each character will have a story with the same theme. And there is only one character, Secret, which has a small number and is the rarest, causing collectors to try to collect the entire collection of characters. Drive repeat purchases Many collectors choose to buy the random boxes individually to get the Secret, while some choose to buy the entire box set so they don’t have to wait for each box individually because they think that if you buy the whole set you’ll still get the Secret, but the fun is. Even if you buy the whole set, it doesn’t mean you’ll get Secret.
Create a community of people who love random boxes.
As you know, the chance to get the character you want when purchasing a random box is not an easy task. When we unpack the random box and get the character we want. Of course we would like to share. I want to show off on social media to share my experience with people who also like random boxes. This stimulates participation and creates a community of random box lovers. It is also a way to promote POP MART’s products at the same time as having friends Let’s help each other find out what character we’ll get.
Affordable price
POP MART’s Random Box allows consumers to purchase art pieces or merchandise related to their favorite brands or artists at relatively affordable prices, as POP MART often collaborates with various brands and artists to release new special collections. But when in the form of art toys, they have a more affordable price than other forms of products. like fashion products This makes random boxes preferred by various groups of consumers.
Promote a culture of gift giving
Cr. Pop Mart
Because random boxes are inexpensive products. Good appearance Both the colors and styles of the boxes are cute. Coupled with the excitement of unboxing, which matches the concept of giving a gift where the recipient doesn’t know what’s inside, POP MART random boxes have become a popular gift, especially among teenagers.
6 techniques to apply strategies from POP MART in your business
Customer is a Key
Many people have probably heard that many brands say that customers are the heart of their business operations. which is a matter that cannot be disputed Because of knowing who the target audience of the brand is, how many groups there are, and what each group is interested in. What are your needs? And what are the expectations? This is information that brands can use to develop marketing, sales, and service strategies to comprehensively meet the needs of their customer groups.
Focus on products that are the main selling points of the brand.
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Although we have seen that some businesses have a wide range of products and services to choose from since their launch, But nowadays many businesses are starting to focus on the products and services that are the main selling point of the brand only because it helps them have time to focus on quality to be consistently efficient because they don’t have to take the time to take care of a variety of products and services. For example, POP MART, which initially started as a lifestyle product store, then encountered the problem of managing too many products to the point of not knowing what to focus on until now it has turned to focus on toy random boxes and has become successful.
Premium Packaging
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Another technique that we have learned from POP MART is that each series of random boxes has a different format and packaging but still tells the story of the product perfectly. Therefore, when the brand gives importance to packaging, it takes care of the brand’s image to look more professional and able to attract customers from the first sight. It’s like how we usually choose a book by its cover. When we choose products, we also choose from packaging that looks good.
Festive Marketing
Although it is better to focus on creating one quality product than creating a variety of products that are of poor quality. But releasing new products according to festivals, decorating packaging, designing graphics on social media channels Or decorating the store in a theme that matches the festival is another point that can help the brand attract customers who are also into the festival.
Organize surprise activities for customers
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Collaborate with other brands
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Another strategy that POP MART uses is collaborating with various artists. around the world to create unique art toys It also expands its customer base to include the artist’s fan base. The brand may try collaborating with other brands. that have the same goal to release products or services together or launch a joint campaign to expand the customer base and reach more new customer groups.
Summary
POP MART is a source of random boxes that are popular among collectors who like to open random boxes and collect entire collections of art toys. It has a marketing strategy that stands out and attracts customers to continue to come back and buy repeat products. Even though they may not be successful at first, they can develop their business to become successful.
Finished reading, friends. As you can see, there are many techniques from POP MART that we can apply to our own businesses. Now it’s time for us to try applying these techniques as appropriate to develop our business to stand out in the market even more!
