Study on Labubu Explosion Phenomenon and Consumption Driving Mechanisms

Abstract

Labubu, as a popular trendy game IP under Bubble Mart, has shown a global explosive trend in recent years. In this paper, we conducted a survey on Labubu's explosive phenomenon, collected data by questionnaire survey method, and used SPSS software to carry out statistical methods such as reliability analysis, validity analysis, principal component analysis and regression analysis, to explore the key factors influencing Labubu's explosive phenomenon and the driving mechanism of consumers' purchasing behavior. It is found that the core factors of Labubu's popularity are star/KOL effect, globalization co-branding strategy, and unique design, while consumers' emotional needs, social needs and other multiple motives jointly drive the consumption behavior. Based on this, this paper puts forward targeted suggestions to provide reference for the development of the trend play industry and related enterprises.