The impact of Pop mart’s digital marketing and product innovation on interest-based e-commerce——take Pop mart as an example

Abstract

Abstract This article, based on the high-quality development of the digital economy, focuses on the business situation of Pop Mart,and explores the influence mechanism of digital marketing and product innovation on interest e-commerce. It conducts an empirical analysis using specific IP cases from Pop Mart and concludes the interest e-commerce model of Pop Mart. The research finds that digital marketing enhances the traffic conversion efficiency of interest e-commerce through launch precisely, scenario-based content, and private domain community management; product innovation meets the content supply of interest e-commerce by establishing an IP system, innovating product forms, and introducing emotional value. The practice of Pop Mart indicates that the synergy of digital marketing and product innovation has constructed an interest e-commerce model of content – interest – e-commerce. Finally, this article proposes strategies such as building a composite marketing model of digital marketing and interest e-commerce, strengthening product innovation and quality control management, and optimizing the integration of online and offline resources, to provide references for enterprises’ layout in the interest e-commerce field.