A Study of the Evolutionary Mechanism of Brand IP Communication in the Digital Media Era: A Case Study of Pop Mart
Abstract
This case study focuses on the evolution mechanism of brand IP communication of POP Mart, a Chinese fashion toy brand. Through content analysis of official materials and relevant literature, the study examines the IP development journey of the brand since its establishment in 2010. The research results divide its development into three progressive stages: brand recognition stage (2010–2016); emotional connection stage (2017–2024); and brand ecosystem expansion stage (2025 to present). The study further reveals that the dissemination of brand IP exhibits a phased pattern, where emotional value serves as the core value and ecological construction as the ultimate development goal. This paper constructs an evolutionary model for brand IP dissemination: brand cognition building, emotional relationship connection, and brand ecological development. This model provides a procedural analysis framework to elucidate the evolutionary logic of brand IP dissemination, filling the gap in procedural development in existing research literature. Finally, practical implications are proposed based on the IP operation strategies corresponding to different development stages.
References
- Jenkins, H. (2006).Convergence culture: Where old and new media collide. New York University Press.
- Pop Mart International Group Limited. (2020).Prospectus. Hong Kong Exchanges and Clearing Limited. https://www.hkexnews.hk/listedco/listconews/sehk/2020/1201/2020120100100_c.pdf
- Pop Mart International Group Limited. (2021).Annual report 2020. https://www.popmart.com.cn/
- American Marketing Association. (1960).Marketing definitions: A glossary of marketing terms. American Marketing Association.
- Aggarwal, P., & McGill, A. L. (2007). Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products.Journal of Consumer Research, 34(4), 468–479. https://doi.org/10.1086/518544
- Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values.Journal of Business Research, 22(2), 159–170. https://doi.org/10.1016/0148-2963(91)90050-8
- Maslow, A. H. (1943). A theory of human motivation.Psychological Review, 50(4), 370–396. https://doi.org/10.1037/h0054346
- Epley, N., Akalis, S., Waytz, A., & Cacioppo, J. T. (2008). Creating social connection through inferential reproduction: Loneliness and perceived agency in gadgets, gods, and greyhounds.Psychological Science, 19(2), 114–120. https://doi.org/10.1111/j.1467-9280.2008.02055.x
- Aggarwal, P., & McGill, A. L. (2012). When brands seem human, do humans act like brands? Automatic behavioral priming effects of brand anthropomorphism.Journal of Consumer Research, 39(2), 307–323.
- Deci, E. L., & Ryan, R. M. (1985).Intrinsic motivation and self-determination in human behavior. Plenum Press.
- Epley, N., Waytz, A., & Cacioppo, J. T. (2007). On seeing human: A three-factor theory of anthropomorphism.Psychological Review, 114(4), 864–886. https://doi.org/10.1037/0033-295X.114.4.864
- Yin, R. K. (2018).Case study research and applications: Design and methods(6th ed.). Sage Publications.
- Levitt, T. (1965). Exploit the product life cycle.Harvard Business Review, 43(6), 81–94.
- Pop Mart International Group Limited. (2025). Annual report 2024. https://www.popmart.com/
- Pop Mart International Group Limited. (2026). Annual report 2025. https://www.popmart.com/
- Moore, J. F. (1993). Predators and prey: A new ecology of competition.Harvard Business Review, 71(3), 75–86.
- Pop Mart International Group Limited. (n.d.). https://www.popmart.com.cn/home/about