Pop MART is the largest toy store you’ve never seen before.
The idea was born in the dorms at Zhengzhou University, Wang Ning’s pipedream has become a dependable brand at Chinese retail malls. The mall boasts more than 114 stores.
POP MART’s presence in the Chinese market for toys is unparalleled; it is the only company to capture 8.5 per cent of the country’s sales and has annual revenue of billions of dollars. The company has 85 IPs, and hosts the world’s largest convention for toys, and, according to certain estimates, the nation’s most loved toy brand.
These toys aren’t toys for children and are rather toys that can be collected designed for young, white collar urban dwellers. The secret ingredient in Beijing-based company? Making use of it’s power as a mystery. It usually sells its products in boxes that are blind that are designed to package figurines in a manner which hides their contentstypically by using one of its 825 robotic shops, toy dispensers that are modeled on gashapon vending machines from Japan.
Additionally, POP MART’s sustained success is a sign of its ability to stay ahead of Millenial or Gen Z desires. Recently, the company has begun making use of the increasing popularity of the culturally entertaining art products, referred to by the Chinese as China by the name wenchuang. This year, it teamed up in a project with Hong Kong artist Kasing Lung to develop a set of statues that reference the massiveness from The Western art canon -Imagine goofy Mona Lisas as well as Van Goghs sporting the ears of a rabbit in orange.
In an interview with JT the company’s International Marketing Director, Jojo Lee, explains this campaign to promote art as an important way in which the Beijing-based business is enhancing its relationships with younger customers. Look for future collaborations with renowned Chinese (and world-renowned) museums.
POP MART has experienced exponential growth in the last four years. What is the reason for this phenomenal growth?
In 2016 the Chinese market for art toys was a bit splintered and niche among the major reasons why POP MART has grown is due to the fact that it has developed and specialized on the market. It is also to relate to the toys themselves. They bring joy and change to our lives, our art toy designers hail from different regions and countries and as such, they bring with them different diverse cultures 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 toys. They combine the price and size of art-related toys. Artistic fans can purchase something fashionable, stylish, and collectible for a reasonable cost. Roboshops and offline stores complement the offer by giving customers the best shopping experience. We’re thrilled to see an increasing number of people who are enthralled by the concept of blind boxes and art toy cultures.
You speak of “art toys” culture. What is the role do design and art play in attracting younger customers?
Popmart toys provide a glimpse to the aesthetics that young people love. When a person’s material needs are satisfied, it becomes an expression of the persona of one’s self. Art toys can be a method for children to connect to art in a manner that is easy to grasp.
Many Chinese museum are benefiting from this trend by making blind box-like figurines What do you think of this trend?
Chinese culture is a unique one and many of these products tap in Chinese culture, history and customs, which lets fans 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 several museums, including collaborations with internationally-renowned artists, museums, as well as brands. Since the day we began to make 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 take place 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 discover more about the art of toy culture. However, we are also creating offline and online fan experiences, ranging from miniature games, to pop-up shops, as well as working with international brands to bring new and exciting kinds of entertainment.
