Research on the Blind Box Boom in China Under Behavioral Economics

In recent years, with the development of Internet technology, the Pop toy has gradually emerged, and blind boxes, like adult toys in the Pop toy, have gained wide attention from young people. This study will take the Pop toy brand Pop Mart as an example, focus on the blind box economy from the perspective of behavioral economics, and elaborate on the origin and development status of the blind box. From the perspective of consumer behavior, it is found that consumers’ herd mentality leads to irrational consumption; not only that, in the experience economy and anchoring effect also stimulate customers’ desire to buy. And, this study explores merchants’ marketing strategies targeting specific consumer groups, such as building various offline marketing scenarios and cross-border co-branding with beauty and beverage brands.