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If you are on this side of the Great Wall,you might have seen their shops and vending machines in malls: PopMart. Thispublic company worth 11 billion USD sells “mystery” toy boxes containing asingle cute figurine from a potential set of several characters. Buyers do notknow which figurine they have bought until they open the box. The company iswidely successful in China and has even led other companies to copy theirmarketing methods.
On Middle Earth Podcast’s latest episode,guest discuss how PopMart became so successful, the process of creating theirIP, and the dark sides of the mystery box craze.
如果你身在长城的这一边，你可能已经在商场看到过他们的商店和自动售货机-泡泡玛特。 这家市值 110 亿美元的上市公司出售“神秘”玩具盒（盲盒），通常里面是来自一组可能是多个角色的单个可爱小尺寸人偶。买家在打开盒子之前不知道他们买了哪个小人偶。该公司在中国取得了广泛的成功，甚至导致其他公司效仿他们的营销方式。
在 Middle Earth Podcast 的最新一集中，嘉宾们讨论了泡泡玛特是如何变得如此成功、创建 IP 的过程以及盲盒热潮的阴暗面。
Middle Earth is distributed by The World ofChinese (Wechat ID : Theworldofchinese). Every two months, both in print andonline, the team at TWOC takes a contemporary issue in Chinese society andculture, and looks behind the headlines to share how it affects people on theground.
Middle Earth 由 The World ofChinese (Wechat ID: Theworldofchinese) 发行。每两个月，TWOC 的团队都会在印刷版和网络版上关注中国社会和文化中的一个当代问题，并透过头条新闻背后去探究分享他们是如何影响当地人的。
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