A Case Study of Bubble Mart Digital Marketing Based on AISAS Theory

Abstract

With the intensification of competition in the trendy toy industry, the effectiveness of the marketing strategies of leading enterprises has become the focus of industry attention. This study takes Bubble Mart as a sample to explore the reference value of its marketing model to the industry, which has practical and theoretical significance. The study systematically analyzes its marketing strategy by integrating industry data and dismantling operational cases. The results show that Bubble Mart takes “IP operation, channel layout, and experience marketing” as the core, of which the IP side builds a matrix of “owned, acquired and cross-border”, and IP-related revenue will account for more than 90% in 2023; The channel adopts the model of “offline scenario-based and online private domain”, with offline revenue accounting for 61% and a higher repurchase rate of community users. With the blind box mechanism and UGC communication, the number of views of the “Double Eleven” Douyin topic will exceed 5 billion in 2023. The conclusion points out that the strategy has achieved remarkable results, but there are problems such as IP homogenization and insufficient operation in the sinking market, and it is necessary to enhance competitiveness through IP content innovation and channel refinement in the future.