Analysis of Blind Box Marketing Strategies Based on Consumer Behavior Research

Abstract

This paper aims to conduct an in-depth analysis of the rationality of blind box economy marketing strategies based on consumer behavior research. As an emerging consumption model, the blind box economy has achieved explosive growth in recent years through its unique sense of surprise and collectibility. Blind box products have become highly sought-after consumption items due to their randomness, social attributes, and cultural value. Taking Pop Mart as an example, the company rapidly gained popularity by launching IP-based blind box products that capitalized on consumers’ pursuit of novelty. However, the blind box marketing model has also raised concerns such as excessive consumption, competitive pressures, and product overpricing. This study employs the 4Ps framework of marketing, which includes product, price, place, and promotion to analyze how blind boxes apply strategies like IP empowerment, psychological pricing, omnichannel reach, as well as scarcity marketing. These strategies align with consumers’ psychological motivations—including collecting, socializing, seeking novelty, and emotional attachment. All of these strategies contribute to the rapid expansion of the blind box economy. This paper identifies current issues within the blind box market and proposes optimization strategies, aiming to provide references for consumers’ rational decision-making while offering theoretical support for the industry’s healthy development and risk mitigation.