Gamification of Collectibles - The Secret Sauce to Pop Mart's Success (Part 1)
and why it works
Businesses these days often seek innovative ways to engage customers, foster loyalty, and out-shine the competition. One timeless and incredibly effective strategy is gamification—turning ordinary tasks into exciting, game-like experiences. This approach has proven successful for many companies, including Pop Mart. By gamifying their offerings, Pop Mart has not only delighted their fans but also significantly boosted their sales and loyalty. In this article, we will look into how this young company managed to achieve this viral feat.
Picture this
Have you ever tried to change a bad habit? I have. Picture this: you're trying to eat healthier but keep reaching for junk food throughout the week. Sound familiar? You're not alone. Now imagine an app that makes eating healthy fun. It gives you points for making good food choices and cheers you on. It turns your diet into a game where you win by feeling great about what you eat.
Community Matters
You might be skeptical—can an app really change your eating habits? Yes, it can. Those points start to feel like small victories, and seeing your progress compared to others motivates you even more. Engaging with a community of like-minded people makes the experience enjoyable and much less of a solo journey. It starts to become something you look forward to, rather than a chore. And over time, the very pesky habit that you were trying so hard to get rid off just goes poof into the thin air.
Why Gamification Works
Gamification is super effective precisely because it taps into our core human motivations. We all love feeling accomplished, earning rewards, and being part of a community that we like. It’s about breaking down big goals into smaller, achievable steps and experiencing the thrill of being "in the zone" when we’re doing well.
Pop Mart's Winning Strategy
Pop Mart, a company known for its collectible toys, has masterfully used gamification to engage its customers. One of its most iconic products is its popular blind box figures. These figures are sold in sealed packages, so customers do not know which specific figure they will receive until they open the box, and this element of surprise has been a crucial part of Pop Mart's appeal. By and large, the company has gone pretty far by integrating gamification of various sorts to significantly enhanced its brand appeal. Some of these include:
Blind Box Mechanics: The core gamification element is the blind box itself. The randomness and surprise of not knowing which figure you will get creates excitement and anticipation, driving repeat purchases to complete the collections.
Points and Rewards: Pop Mart has introduced a points-based loyalty program where customers earn points for every purchase. These points can be redeemed for exclusive items or discounts, which in turn incentivizing continued engagement with the brand.
Limited Editions and Rare Items: Some toys are rarer than others, adding a layer of challenge and competition. Collectors are motivated to buy more blind boxes in hopes of obtaining these rare items. This is very similar to the dynamics in collectible card games where people could spend up to thousands of dollars.
Community Interaction and Leveraging Social Media: Pop Mart has fostered a strong community of collectors. By riding on wave of hottest social media platforms (Instagram, Tiktok) and dedicated forums, fans and collectors can share their collections, trade figures, and participate in brand-sponsored events and competitions. This social aspect enhances the sense of belonging and commitment to the brand.
The Impact
These gamification strategies have propelled Pop Mart to new heights.
Increased Sales: Pop Mart's revenue surged 30x from RMB 158 million (approximately $24 million) in 2017 to RMB 4.6 billion (approximately $704 million) in 2022.
Enhanced Customer Loyalty: Customers keep coming back, driven by the thrill of the hunt and the rewards they earn.
Strong Community Engagement: The community aspect has also strengthened brand loyalty, with millions of fans actively engaging on social media and through events.
Follow the Journey
Turning everyday activities into games can revolutionize customer engagement and loyalty. Pop Mart’s success story shows how powerful gamification can be for our brands and products/services.
However, Pop Mart’s success with gamification is just one piece of their puzzle. Their strategic approach to marketing, product choices, and community engagement has also played a critical role in their growth. To gain deeper insights into what made companies like Pop Mart so successful, subscribe and follow us. Stay tuned for Part 2 as we further dissect these strategies and explore more examples of successful business innovations.