Research On The IP Marketing Strategy Of Pop Mar

With the development of economy,the consumption level and appreciation ability of Chinese people are constantly upgraded,and the consumption trend has shifted from satisfying material needs to "self-pleasing" consumption.In the current era of increasingly homogenized products,the focus of many consumers has shifted from the use value of products to whether they can bring emotional resonance and cultural belonging.The fashion toy industry,with its fun and uncertainty to meet the consumer’s pursuit of self-enjoyment and individuality,continues to attract a large number of consumers to buy.As a leading enterprise in China’s fashion toy industry,Pop Mart not only focuses on the fields of global artist mining,IP incubation operation,consumer access,fashion play culture promotion,but also builds a comprehensive commercial platform of the whole industrial chain,which only accounts for 10% of the market share of the fashion play industry.From the long-term development perspective,Pop Mart’s future market potential is huge.This paper makes an in-depth analysis of the development status and marketing situation of Pop Mart,and finds that there are some problems in Pop Mart,such as lack of connotation of mystery box products,single product and lack of independent IP.In order to solve the problems existing in the marketing of Pop Mart,this paper with the help of IP marketing and 4C marketing theory,through literature learning,found that although IP marketing is widely used in the current commercial market by various merchants,but there is no official authority of a definition or application method,therefore,this paper from the marketing situation of Pop Mart merchants to consider.Use mature 4C theory to develop Pop Mart IP marketing optimization plan.The main research conclusions are as follows: In the era of IP marketing,how to create Pop Mart IP marketing and increase the audience adhesion needs to carry out the following marketing strategies.First,the strategy of creating customer value:enrich the stories of IP roles and closely connect with consumers.Second,cost control strategy:cultivate own IP,reduce IP purchase cost.Third,enhance the convenience strategy: improve the logistics supply chain,reduce the purchase risk.Fourth,increase communication strategies: use IP to enhance product interaction on social platforms and enhance IP social attributes.The vigorous development of Guochao brand reflects consumers’ thirst for culture.How to use marketing means to realize brand upgrading through cultural reengineering has become an urgent problem for many stateowned brands to think positively and solve urgently.This research has a certain theoretical value and practical significance for the steady and sustainable development and innovative development of the tidal game industry.