•          Talk to POP MART

  
  
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A Few months back we had the opportunity to pick the brains of one of CEO’s of POP MART. The growth of POP MART has been felt worldwide and we wanted to share with you all a little insight into the company. POP MART are behind the Beijing Toy Show which is just 4 days away a nice 

As far as I know. In the past few years, POP MART has transformed its business from lifestyle products retail stores into a professional art toy company, which has shaken up the art toy industry. How did it start?

POP MART- Nine years ago, POP MART opened its first brick-and-mortar store. The products sold in this shop were focused on trendsetting department store products. After a
period of operation, we found difficult to describe the concept of our store, so we decided to simplify the category. In 2014, the highest proportion of our sales were art toys (approximately 30%), meaning that the Chinese art toy market was not fully satisfied nor developed yet.

A new generation of young people with true fond of trending culture or trend chasers, allowed us to find that the art toys were a unique market. In that sense, POP MART started to give consumers beautiful and innovative products and also focused on consumer experience.

Through market research and analysis, we are determined to deeply cultivate this new trend of art toys. Through these years of continuous exploration of this amazing field, I am very happy that we persevered, and made some achievements, from the first physical stores to Roboshops (advanced vending machines), to Tmall flagship stores, to our APPS to deliver entertainment. We have been constantly trying and innovating, so that more people know and enjoy what our company does, at the same time we also develop the trend culture with massive events in China.

POP MART– At present, POP MART’s main consumer group is between 18 and 35 years old, urban white-collar employees and students; also 75% are female consumers. As for the difference between the customer groups before and after our transformation, the difference is not big, we can even say that the current customer, the location of stores and the marketing efforts are somewhat related.

Before the change of strategy, POP MART’s store location had been placed in the best locations of important shopping centres, in that way, we can access to young and regular consumers, who can access directly and quickly to trend culture through POP MART stores. Overall, before and after the transformation, the target consumer is not very different, but our product Marketing is more committed and focuses to make POP MART closer to fans and have more interactions with them in various ways, so fans can trust and love POP MART brand, products, quality, experience, and customer service. We want fans to love not only one IP but our whole brand: POP MART.