The POP MART is the largest toy retailer that you’ve not seen before.
The idea was born in the dorms in Zhengzhou University, Wang Ning’s pipedream is now a dependable brand within Chinese commercial malls. The mall boasts more than 114 stores.
POP MART’s presence in the toy market in China is unparalleled; it is the only company to capture 8.5 percentage of China’s sales and has annual revenue of billions of dollars. The company has 85 IPs, and hosts China’s biggest toy conventions and, according to some estimates, China’s most loved toy brand.
The products it creates aren’t the toys for children they are more like collectible toys designed for young, white collar urban dwellers. The secret ingredient of the Beijing-based company? Utilizing its power to create mystery. It usually sells its products in boxes that are blind that are designed to package figurines in a manner that hides the contentsusually through one of its 825 robotic shops, toy dispensers that are modeled on gashapon vending machines from Japan.
Additionally, POPMART‘s sustained success can be interpreted as an ability to keep pace with Millenial as well as Gen Z desires. Recently, the company has begun taking advantage of the growing popularity of the culturally entertaining art products, referred to by the Chinese as China in the Chinese language as wenchuang. In the past, it collaborated together with Hong Kong artist Kasing Lung to design a collection of statues that reference the giants from The Western art canon -Imagine goofy Mona Lisas or Van Goghs wearing an orange rabbit’s ears.
In a conversation with JT in a conversation with JT, the Overseas Marketing Director Jojo Lee, talks about this campaign to promote art as an important way in which the Beijing-based business is enhancing its relationships with younger customers. We can expect future collaborations with famous Chinese (and world-renowned) museums.
POP MART has experienced exponential growth in the last four years. What are the reasons for this phenomenal growth?
In 2016 the Chinese market for art toys was a bit splintered and niche One of the primary reasons why POP MART has grown is that it has developed and specialized on the market. This also has to be related to the toys themselves. They bring joy and change to the world. Our art toy designers hail from different regions and countries and as such, they bring with them different cultural traditions from around the globe.
What is the significance of blind boxes when the explanation of this change?
They’ve helped in the popularization of art-related toys. They also combine the price and size of art-related toys. Artistic fans can purchase something attractive, fashionable, and collectible at a fair price. Roboshops and offline stores complement the offer by giving customers the best shopping experience. We’re pleased to witness an ever-growing amount of people who are enthralled by the concept of blind boxes and art toy cultures.
You speak of “art toys” culture. What significance do art and design play in attracting younger buyers?
Art toys give a peek to the aesthetics that young people enjoy. After a person’s life in the material realm is fulfilled, they turn to consumption as an opportunity to express the persona of one’s self. Art toys are a means for children to connect to art in a manner that is simple to comprehend.
Many Chinese museum are benefiting from this trend by creating blind box sculptures How do you comprehend this trend?
Chinese culture is a unique one and many of these items play in Chinese culture, history and customs, which gives fans the chance to get a better understanding of the Chinese culture. This is something that POP Mart is aware of.
Does POP MART considering pursuing this trend?
We are in fact working with a variety of museums, and this includes collaborations with internationally-renowned artists, museums and brands. Since the time we started making art toys, spreading this art form globally was always our goal.
What’s the process POP MART thinking about turning this interplay between art and culture into tangible experiences?
First, the POP MART’s global toy shows are held in Beijing in China and Shanghai. They are attended by around 400 toy designers from across the world and more than 100,000 visitors They help people understand more about art and toy culture. We are also developing offline and online fan experiences, ranging from miniature games, to pop-up stores, and collaboration with international brands to bring new and exciting kinds of fun.
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