Uncertainty marketing with blind box as the core carrier has become a typical business model in the new consumption field. As the industry benchmark

Pop Mart's member repurchase rate in 2023 will reach 50%

far exceeding the average level of traditional retail industry

which proves the commercial value of this model. Based on kovalainen cut Eva(Kovacheva) and niccolo Eva (Nikolova) uncertainty marketing theory as the foundation

put forward by the fusion of Skinner (Skinner) operant conditioning theory and Kahneman(Kahneman) prospect theory

through analyzing bubble of matt public marketing information and data results in 2023

This paper systematically discusses the operation mechanism of uncertainty marketing. The research finds that Pop Mart adoptsstrategyhigh opacitydesign and community operation. However

this model also has risks such as consumption addiction induction and insufficient regulatory compliance. This study proposes a three-dimensional optimization path ofcoordinationmarketing innovation of new consumer brands.