泡泡玛特电商营销策略分析：IP驱动与情绪价值创造

Analysis of Pop Mart’s E-Commerce Marketing Strategy: IP-Driven and Emotional Value Creation

摘要: 泡泡玛特作为中国潮玩行业的领军企业，其依托电子商务平台的跨越式发展为品牌数字化提供了典型样本。本文系统剖析了泡泡玛特基于IP运营为核心、情绪价值创造为驱动、多渠道协同为支撑的电商营销策略体系。研究表明，泡泡玛特通过精准的市场定位与用户洞察，以盲盒商业模式为切入点，构建了涵盖天猫、抖音、自营小程序及跨境电商的全渠道布局；通过IP矩阵孵化与精细化运营，将产品转化为情感联结的“社交货币”；利用稀缺性营销与社群互动，强化用户参与感和归属感；并借助供应链优势与本土化策略成功拓展全球市场。尽管面临IP生命周期、市场炒作与监管政策等挑战，泡泡玛特的电商实践为消费品牌，特别是注重情感连接与用户共创的品牌，提供了可借鉴的数字化转型路径。

Abstract: As a leading enterprise in China’s trendy toy industry, Pop Mart’s leapfrog development based on e-commerce platforms has provided a typical sample for brand digitalization. This article systematically analyzes Pop Mart’s e-commerce marketing strategy system, which is centered on IP operation, driven by the creation of emotional value, and supported by multi-channel collaboration. The research shows that Pop Mart has built a full-channel layout covering Tmall, Douyin, its own mini-program, and cross-border e-commerce through precise market positioning and user insight, taking the blind box business model as the entry point. Through the incubation and refined operation of the IP matrix, it has transformed products into “social currency” that connects emotions. By leveraging scarcity marketing and community interaction, it has strengthened users’ sense of participation and belonging. And with the help of supply chain advantages and localization strategies, it has successfully expanded into the global market. Despite facing challenges such as the life cycle of IPs, market speculation, and regulatory policies, Pop Mart’s e-commerce practice provides a referenceable digital transformation path for consumer brands, especially those that focus on emotional connection and user co-creation.