Pop Mart: A Case Study in Consumer Engagement

In a recent HBR article, Yang Li shares his theory for how Pop Mart won young customers.  But we think that fragmented attention is not what Pop Mart has mastered. Instead, they have mastered markets within/situational markets. In this conversation, the speakers delve into emphasizing the importance of customer engagement and customization. They discuss Pop Mart's innovative strategies for capturing consumer attention and fostering a sense of belonging among customers. The dialogue also explores the evolution of market segmentation, the significance of creating immersive experiences, and the need for brands to prioritize experience over traditional branding methods. 

Other brands discussed include Ffern, Lego, and Cracker Jacks. 

Takeaways

• Attention is one of the three currencies of the experience economy. It's not an economy. 
• Pop Mart's success only partially lies in addressing fragmented consumer attention.
• Demographics are not effective for understanding individual consumers.
• Brands must cultivate surprise and delight and a sense of belonging.
• Timeless principles of experience design are still relevant today.
• Fusing real and virtual experiences can enhance customer engagement.
• Brands should focus on creating immersive experiences at home.
• The experience is more important than the brand itself.
• Packaged goods companies should prioritize customer experience in their strategies.

Chapters

00:00 Understanding the Experience Economy
02:54 Pop Mart's Success in the Market
05:50 The Evolution of Market Segmentation
08:57 Creating Loyalty and Belonging
11:58 The Role of Surprise and Anticipation
15:03 Fusing Real and Virtual Experiences
17:57 Lessons from Pop Mart for Other Brands

Read more

https://hbr.org/2025/07/how-pop-mart-won-young-customers-in-a-fragmented-attention-economy

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