Chinese High School Students Consumer Psychology Towards POP MART Blind Box Marketing

This study aims to analyze the influence of POP MART blind box marketing strategy on the consumer psychology of Chinese high school students. Through a questionnaire survey of 40 high school students, the results show that the brand has a high reputation and familiarity among the interviewed students, which fully proves the effectiveness of its marketing strategy. Although the surveyed students generally have a strong interest in the POP MART brand, the actual purchase behavior is not frequent. Key factors in consumer purchasing decisions include the attractiveness of the intellectual property image, the sense of surprise when unboxing, and a strong desire for limited-edition products. While most respondents were positive about POP MARTs marketing strategy, many expressed dissatisfaction with the price and quality of its products. Therefore, if it can effectively solve these problems and make full use of social media to enhance user engagement, POP MART is expected to further consolidate and expand its influence in the Chinese high school student market.