Pop Mart expands rapidly globally: 571 stores in 18 countries lead the trend of toys
In the past 10 days, Pop MART's globalization strategy has become a hot topic. As a leading brand in China's trendy toy industry, Pop Mart has successfully opened a total of 571 stores in 18 countries around the world, covering major markets such as Asia, Europe, and North America. This data not only demonstrates its brand influence, but also reflects the continued enthusiasm of global consumers for trendy toy culture.
1. Pop Mart global store distribution data
| area | Number of countries | Number of stores | Core market |
|---|---|---|---|
| Asia | 10 | 398 | China, Japan, South Korea |
| Europe | 4 | 85 | United Kingdom, France, Germany |
| North America | 2 | 62 | United States, Canada |
| Oceania | 1 | 18 | Australia |
| Other regions | 1 | 8 | middle East |
2. Popular product lines and joint cooperation
Pop Mart's success is inseparable from its iconic IP and joint strategy. The following are recent popular product lines and cooperation cases:
| IP name | Sales (Q3, 2023) | Co-brand/artist |
|---|---|---|
| MOLLY | RMB 230 million | Disney, KAWS |
| DIMOO | 180 million yuan | Sanrio, Van Gogh Museum |
| SKULLPANDA | RMB 150 million | Marvel, Takashi Murakami |
3. Analysis of global trendy toy market trends
Pop Mart's expansion coincides with the explosion of the global trendy toy market. According to industry reports, the global trendy toy market size is expected to reach US$40 billion in 2023, with an annual growth rate of 15%. Chinese consumers contributed 35% of the share, while the European and American markets grew significantly, reaching more than 20%. Pop Mart successfully entered the international market through localized operations (such as overseas limited editions) and online social marketing (TikTok topic views exceed 1 billion times).
4. Future planning and challenges
Pop Mart CEO Wang Ning revealed in a recent interview that 100 new overseas stores are planned to be added in 2024, focusing on expanding the Southeast Asian and South American markets. But the challenges remain:1)Some countries have become stricter in the supervision of blind boxes;2)International competitors (such as Funko and Bearbrick) accelerate their layout. In this regard, Pop Mart will enhance the interactive experience through AR technology and launch more environmentally friendly material products to meet sustainability needs.
From data to trends, Pop Mart's 571 stores are not only annotation of the business territory, but also a microcosm of China's cultural and creative industry going overseas. Its IP-centric business model is redefining the competitive rules of the global trendy toy industry.
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