Wang Ning, a poor student who loves to toss and turn, became the boss of a listed company with a market value of hundreds of billions in 12 years, and now POP MART has entered a period of rapid development, which broke out in 10 years, which is inseparable from the prevailing "gambling table culture" at that time, and it accurately guessed the consumption demands of young people.
There are two different voices about the future development of POP MART. One thinks that it will become "China's Lego" after time, and the other thinks that young people will go downhill after "novelty" because they can live for a few years at most.
Right or wrong, the future development trend is unpredictable. Let's take a look at its development speed in recent years. The total revenue of Pop Mart in 2017 years was 1.58 1 billion RMB, and it reached 1.6834 billion RMB in 20 19 years, with a gross profit margin of 47.6%. The net profit increased from 1569000 yuan in 20 17 years to 2012000000 yuan, an increase of 287 times in two years, making it the largest and fastest growing trend brand in China.
Since such achievements can be made, there must be something interesting behind these small boxes, and that is culture. Is it feelings? Or quality? I'm afraid none of these, so what does POP MART sell?
In fact, it is stepping on the natural gambling psychology in human nature. There are many toys in 50 yuan. For young people who are now self-sufficient, toys at this price can be bought at will, but the box is on fire. The most important thing is that young people like surprises and excitement.
I believe that when you see a group of dolls, you will make a quick comparison in your mind and then choose your favorite. After various selections, they have high hopes for the selected blind box. Once you open it, whether you like it or not, you will come back to buy it next time.
This is also a psychological control of people. If you like it, you will have more desire to buy next time. If not, you will be full of expectations for the next one. In a word, these colorful and unique toys completely control consumers' psychology.
A senior hipster revealed that he spent 200,000 yuan to buy POP MART in four months, and even maxed out his credit card in order to withdraw the hidden money, because he firmly believed that he was "shameless".
However, the life cycle of Chaowan culture has been very short. After three or five years, no one knows what the concept of "tide" will become. In addition, POP MART lacks stamina in the past two years, and its new products are becoming less and less innovative. If it wants to maintain long-term development, it really needs good planning.
What do you think of POP MART and blind box economy?