ANALYSIS OF BLIND BOX MARKETING STRATEGIES DRIVEN BY THE CONSUMPTION PSYCHOLOGY OF GENERATION Z: A CASE STUDY OF POP MART

This thesis focuses on the impact of the consumption psychology of Generation Z on blind box marketing strategies, and conducts an in-depth analysis with Pop Mart as a typical case. By analyzing the consumption psychological characteristics of Generation Z and combining with Pop Mart's specific strategies in product design, marketing channels, brand building and other aspects, this paper reveals how blind box marketing can precisely meet the consumption psychology of Generation Z and thus achieve success. Research has found that Pop Mart has effectively attracted Generation Z consumers by creating unique IP images, leveraging social media for dissemination, and fostering immersive consumption experiences, providing a valuable reference for the continuous development of the blind box industry.