Research on business development and marketing strategy of POP MART based on SWOT model

With the further expansion of the trendy toy industry market, the blind box industry has faced new opportunities and numerous challenges. As a leading company in the blind box industry, POP MART Company always held a high position in the market. This article is based on the SWOT analysis of POP MART, focusing on analyzing the existing advantages and opportunities of the company, the internal advantages like excellent brand image, independent blind box IP roles and a series of membership systems, as well as the external opportunities like national policy support. This study will provide advices on consumer psychology and the enhancement of brand’ s own charm. In the future, POP MART still needs to better grasp the offline market and continue to innovate in blind box design, telling the unique character story of the special IPs.