Analysis of the Core Drivers Behind Labubu’s Market Success: A Marketing Mix Perspective

Lanlan Wang; Shuming Hu

doi:10.54691/yreacm98

Authors

Lanlan Wang
Shuming Hu

DOI:

https://doi.org/10.54691/yreacm98

Keywords:

Pop Mart, marketing mix, brand strategy, consumer behavior, emotional marketing.

Abstract

Pop Mart, established in 2020, became a top trendy toy company in 2016, with a variety of well-known IPs, including THE MONSTERS, MOLLY, SKULLPANDA, and CRYBABY. It not only achieved great success in the domestic market but also gained popularity in foreign markets. Labubu is one of the most famous IPs of Pop Mart, which first became popular in 2024 and has since become a cultural symbol among young consumers. Its distinctive artistic style, playful expressions, and collectible nature have attracted a wide range of audiences who see it as both an emotional companion and a fashion statement. This essay will explore the core driving factors behind Labubu’s success by analyzing existing documents about its product design (e.g., appearance), pricing strategies to maintain popularity, promotion methods and channels, and the utilities of UGC in Labubu’s Internet dissemination. In conclusion, Labubu’s success represents the integration of design innovation, emotional psychology, and strategic marketing.

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