Study on the Influence of POP MART IP Co-Branding Strategy on Stratified Consumption Behavior of Young Female Consumers in First-Tier Cities

Abstract

Under the background of the vigorous development of cultural and creative industries, IP co-branding has become a key means for enterprises to enhance brand value. POP MART, as a leader in the fashion industry, through IP cooperation, to establish a "trend cultural symbol" image. Based on the blind box co-branded by POP MART and animation and art IP during 2021-2024, this study applies Identity theory to female consumers aged 18-30 in first-tier cities, and analyzes the influence of IP co-branding strategy on the purchase frequency and premium payment willingness of target consumers during the new product launch season through a questionnaire survey. The study found that IP feelings, social media communication and social attributes significantly affect consumption behavior, and there are differences in consumption behavior at different income levels. IP co-branding strengthens identity through the construction of a cultural symbol system, and differentiated consumption behaviors reflect the deep differences in social capital acquisition and emotional compensation needs of different income groups, providing a theoretical basis for cultural enterprises to implement precision marketing.