The Labubu Craze: Marketing Strategies, Consumer Risks, and Pathways to Sustainability
DOI:
https://doi.org/10.54097/117nkz92Keywords:
Labubu; 4P Marketing Mix; AIDA model; Sustainable marketing; Brand loyalty.Abstract
This study will explore the marketing model of one of the most successful intellectual properties of Pop Mart in the global limited-edition toy market - Labubu, as well as its future sustainability. By examining the brand background and current popularity of Labubu, the study determines the potential strategies for its rapid development and explores the risks that may threaten its long-term viability. The analysis will apply the two mature marketing frameworks of 4P (Product, Price, Price and Promotion) Marketing Mix and AIDA (Attention, Interest, Desire and Action) marketing model to study how Pop Mart positions Labubu to attract consumers' attention. At the same time, this article will focus on highlighting potential challenges, such as irrational consumption, secondary market speculation behaviors, and the negative impacts of counterfeit products, all of which may undermine the uniqueness and sustainability of the brand. This research will propose solutions to these problems from both individual and corporate perspectives. This research will not only showcase Labubu's unique marketing model and provide ideas for long-term brand loyalty, but also aims to enhance the overall discussion on sustainable marketing strategies in modern consumer culture.
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