Market Analysis and Strategic Recommendations for ChoEarth: Leveraging Arknights IP in the Collectibles Industry

Abstract

During the past decades, the global collectibles industry has grown rapidly. It is mainly because of the changing tastes for consumers. More consumers have the demands for emotional engagement, scarcity and personalized products. People begin to show passion for those products such has blind boxes. This article mainly uses ChoEarth which is a new brand of blind boxes (brand related to a smart phone game called Arknights) as an example to examine its positioning, consumer base and market strategies. Using some theories and analysis like SWOT, STP theory and 4P theory to study the market strategy. According to the study, this research would analyze and make some recommendation, including emphasis on IP collaboration, enhancing storytelling and narrative value, increasing community engagement and future expansion of the worldwide market. The purpose of this study is to provide some objective analysis which can be helpful for ChoEarth or other similar blind boxes toy brands.