“盲盒经济”的成瘾机制与电商营销策略研究——以泡泡玛特为例

Study on the Addiction Mechanism and E-Commerce Marketing Strategies of “Blind Box Economy”—POP MART as an Example

摘要: 近年来，“盲盒”消费作为一种新兴的消费模式，在年轻人群体中迅速流行，并呈现出成瘾性消费的特征。盲盒以其不确定性和收集乐趣吸引了大量消费者，尤其是年轻群体。以泡泡玛特为代表的盲盒品牌通过IP联名、限量发售、隐藏款设计等营销策略，成功激发了消费者的购买欲望，甚至催生了“万物皆可盲盒”的消费热潮。然而，盲盒消费的火爆背后也隐藏着成瘾性消费的风险，部分消费者为追求隐藏款或集齐全套，陷入非理性消费的陷阱。本文基于消费心理学与电商营销理论，结合泡泡玛特2020~2023年销售数据，揭示盲盒成瘾的深层机制。研究发现，其通过“算法推荐 + 社交裂变”的电商策略，使复购率提升至行业平均值的2.3倍。

Abstract: In recent years, “blind box” consumption, as an emerging consumption pattern, has rapidly become popular among young people and is characterized by addictive consumption. Blind boxes attract a large number of consumers, especially young people, with their uncertainty and fun to collect. Blind box brands represented by POP MART have successfully stimulated consumers’ purchasing desire through IP co-branding, limited edition and hidden design marketing strategies, even giving rise to the consumer craze of “everything can be a blind box”. However, behind the hot consumption of blind boxes lies the risk of addictive consumption, and some consumers fall into the trap of irrational consumption in pursuit of hidden models or complete sets. Based on the theories of consumer psychology and e-commerce marketing, this paper combines the sales data of POP MART from 2020 to 2023 to reveal the deep mechanism of blind box addiction. It is found that through the e-commerce strategy of “algorithmic recommendation + social fission”, the repurchase rate has increased to 2.3 times of the industry average.