POP MART

Strategic Marketing & Promotion Plan

“Targeting Gen Z through IP-Driven Marketing”

CONTENTS

1. Executive Summary

2. Market Environment Analysis

3. Target Consumer Profile

4. Brand Positioning & SWOT

5. Product Strategy

6. Pricing Strategy

7. Placement Strategy

8. Promotion Strategy – AIDA Model

9. Digital & Social Media Marketing

10. Community & Membership Strategy

11. Cross-brand & IP Collaborations

12. International Marketing Expansion

13. KPI & Performance Tracking

14. Conclusion & Future Vision

Executive Summary

Gen Z Targeting

Build brand loyalty and engagement with Gen Z consumers.

IP Development

Enhance IP-driven strategy with culturally relevant narratives.

Digital Engagement

Leverage contemporary platforms for digital interaction.

Global Expansion

Expand market reach into diverse international regions.

Community Building

Foster a strong community through membership programs.

Cross-Brand Collabs

Drive growth via strategic IP collaborations.

Market Environment Analysis

Growing Market

Designer toys and collectibles are on the rise.

Emotional Consumption

Consumers seek emotional connections through purchases.

Collectible Culture

Increasing interest in unique and limited editions.

Social Sharing

Consumers share collections on social media, enhancing engagement.

Rising Competition

Brands like TOP TOY and ACTOYS are emerging as competitors.

Target Consumer Profile

Age Range

15–30 years, urban residents

Key Motivations

Passion for collection, social approval, identity

Shopping Behavior

Frequent mobile shopping, active on platforms

Social Interaction

Sharing experiences on Xiaohongshu, TikTok, WeChat

Brand Positioning & SWOT

Multi-c

ha

nnel dis

tribution

Dependence on IP innovation

Iconic IPs (Molly, Skullpanda)

Oversaturation risk

Strengths

Weaknesses

Opportunities

Threats

Global trend adoption

Competitor IP rise

Digital collectible expansion

Consumer fatigue in blind-box strategy

Product Strategy

Core Product

Blind box collections featuring original characters (e.g. Dimoo, Molly)

Premium Offerings

MEGA collections (400%, 1000%) for the high-end collector market

Limited Editions

Hidden editions and collaboration series to enhance exclusivity

Pricing Strategy

Entry Pricing

Set at ~¥59 for low-barrier purchases

Collectibility Boost

Hidden variants drive impulse buying

Premium Offerings

MEGA editions priced as luxury collectibles

Placement Strategy

Direct Stores

300+

direct stores globally.

Robo Shops

Over

2,000

vending machine locations.

WeChat Mini Program

Sales through popular messaging app.

E-commerce Platforms

Active on Tmall and TikTok.

International Stores

Locations in Japan, Korea, Singapore.

UK and U.S. Expansion

Targeting retail growth in Western markets.

Promotion Strategy – AIDA Model

Awareness

Collaborations with Coca-Cola and Anta

.

Interest

Engaging unboxing videos and community events.

Desire

Special limited editions and hidden chase figures.

Action

Exclusive flash sales and member draws.

Digital & Social Media Marketing

Social Media Platforms

Xiaohongshu, Douyin, Bilibili, and Weibo

Marketing Tactics

Obstacles and KOL Evaluations

User Engagement Strategies

Campaigns Featuring User-Produced Content

Marketing Tools

Personalization Based on Data Insights

Membership & Community Marketing

POP CARD Customer Loyalty Program

A points-based system providing unique rewards exclusively for members.

VIP Customer Engagement Programs

Organize exclusive VIP events and provide early access to upcoming series.

Building Community Connections

Initiate offline exhibitions and create online fan communities for enhanced brand interaction.

Cross-brand & IP Collaborations

Collaborative Brand Alliances

Partnerships with Coca-Cola, Anta, and QQ Music boost brand visibility.

Advantages of Strategic Collaboration

Strengthens brand narrative and draws in varied audiences.

Creative and Forward-thinking Methods

Collaboratively creating with social media influencers, gaming studios, and artists.

International Marketing Expansion

Japan & Korea

Utilizing anime-inspired IPs and localized vending machines to engage local culture.

Southeast Asia

Focus on mall-based store launches complemented by targeted digital advertising.

North America/Europe

Collaborating with local influencers and participating in art toy fairs to enhance brand recognition.

KPI & Performance Tracking

Expense Required to Acquire Each New Customer

Total Expense Associated with Gaining Each New Customer.

Profitability Assessment of an Investment

Indicator of the Investment's Financial Gain.

Increase in User Membership Percentage

Proportionate Growth in User Membership Over a Period.

Conclusion & Future Vision

Restatement of Our Vision

The key to POP MART's success is rooted in art, emotional connection, and community involvement.

Focus on Global Intellectual Property

Improving the effectiveness of our international intellectual property ecosystem.

Engaging Immersive Experiences

Designing unforgettable, engaging experiences tailored for our customers.

Marketing Driven by Data

Leveraging data analysis to enhance our focused marketing strategies.

Engagement with Our Community

Building relationships and connections among our community members.

Invitation to Participate

Come together with us to share narratives, creativity, and a sense of belonging.

Thank You