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2023 | OriginalPaper | Chapter

POP Mart: How to Maximize IP Value in the Field of Art Toy?

Authors : Xiaoxia Sun, Yu Jin, Xiaoxin Huang

Published in: Innovation of Digital Economy

Publisher: Springer Nature Singapore

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Abstract

Pop Mart was established in 2010 and launched the first fashion toy blind box in 2016. As the pioneer of domestic art toy track, it has set off the trend of blind box sales, and gradually expanded into an IP operation platform company of the whole industrial chain. Pop Mart tamps the competitive barriers by deeply cultivating IP innovation and fan operation ability, and forms diversified liquidity through an integrated platform of IP precipitation, online and offline terminal retail and community interaction. Among them, IP reserve is the core “moat” of Pop mart, and how does Pop Mart maximize its IP value?

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Literature
Lu, C. (2021). Research on the profitability of art toy enterprises—A case study of Pop Mart company [Dissertation, Anhui University of Finance and Economics].
Wang, Y. (2021). Changes and strengthening of brand positioning in Pop Mart. Marketing Circles, 2021(11), 139–141.
Zhang, Y., & Wang, X. (2021). Why Wang Ning? And why Pop Mart? China Economic Review, 2021(10), 80–84.
Metadata
Title
POP Mart: How to Maximize IP Value in the Field of Art Toy?
Authors
Xiaoxia Sun
Yu Jin
Xiaoxin Huang
Copyright Year
2023
Publisher
Springer Nature Singapore
Book
Innovation of Digital Economy

Print ISBN: 978-981-9917-40-2

Electronic ISBN: 978-981-9917-41-9

Copyright Year: 2023

DOI
https://doi.org/10.1007/978-981-99-1741-9_17