Blind box in scenic spots, is it hot or creative direction?

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　　Keeping up with new trends is the need for scenic spots to embrace young consumer groups. Many scenic spots, including the Forbidden City, are exploring the possibility of the "cultural and creative + blind box" model.

However, it is not easy for scenic blind box products to gain market attention. Compared with mature brands in the market, the sustained competitiveness of scenic blind boxes is relatively weak and requires strong IP creation capabilities.

　　"You can't stay here, otherwise you will have to'chop your hands' again." In the Taobao Experience Center of the Forbidden City, Taozi murmured to a friend next to her when she passed the blind box container.

But in less than 5 minutes, Taozi and her friend went back the same way and bought a blind box for Ming Dynasty characters.

The Ming Dynasty character is the second set of blind boxes launched by Taobao of the Palace Museum this year, and the first set is the cat auspicious series launched in April.

　　The success of blind box marketing is based on people's desire to explore the unknown and uncertainty, "only when you open the box can you know what you are buying".

The domestic blind box economic boom was mainly set off by the trendy toy company Bubble Mart, and then spread to all walks of life.

Professionals in the tourism industry believe that for scenic spots, keeping up with new trends is to embrace the needs of young consumer groups. The blind box economy may provide new ideas for the development of its cultural and creative industry.

Possibility of "Cultural Creation + Blind Box"

　　Taozi is a fan of the Forbidden City culture and a fan of blind boxes. "The blind box in the Forbidden City is a double satisfaction for me." She has already assembled 12 basic models of Ming Dynasty characters, but she is also worried about the other two hidden models and 1 super Hidden money.

　　The two blind boxes currently launched by the Forbidden City Taobao are priced from tens to hundreds of yuan, divided into basic models and hidden models.

Previously, the Palace Culture of the Palace Museum and Bubble Mart had launched a collaboration model-the Molly Palace Beast Series.

The two blind boxes of the Forbidden City Taobao are based on the main images of the Forbidden City cats and court figures from the previous fire.

"The advantage of developing completely based on the Forbidden City culture is that you don't have to worry about being overwhelmed by other implanted elements." Taozi said.

　　When the two blind boxes of the Forbidden City Taobao went online, their sales accounted for the top two trending toys in its online store, and they were even out of stock.

During the National Day, the reporter visited the Taobao store in the Forbidden City and found that there were frequent tourists in front of the blind box container.

Due to frequent selection by customers, the staff will sort out the containers every ten minutes.

　　"This is an active response to the current trend of the Forbidden City." Pan Helin, Executive Dean of the Institute of Digital Economy, Zhongnan University of Economics and Law, said that the Forbidden City uses blind boxes and other emerging things to enter the market with products to complete cultural dissemination. , This is a very wise choice.

　　Not only the Forbidden City, but the Sanxingdui Museum and Shaanxi History Museum are also exploring the possibility of the "cultural creativity + blind box" model.

The reporter's interview found that in terms of product development, independent research and development, cooperation with mature brands, and entrusting third parties are more common methods; sales are mainly through "self-operated online stores + offline physical stores".

　　It is worth noting that some scenic spots have also used crowdfunding and communities to create blind boxes in a social way.

Previously, Sanxingdui Museum commissioned a third party to launch a blind box with the theme of blessing priests.

According to the Sanxingdui project partners, the project was carried out by crowdfunding, and a fan community was established through WeChat groups and other methods.

It is understood that the blind box crowdfunding amounted to 430,000 yuan, exceeding the initial target of 120,000 yuan.

　　Some professionals have analyzed and applied crowdfunding, community and other product operation methods to the development of blind box products. Scenic spots can predict the effect of products on the market. At the same time, they can also achieve in-depth interaction between scenic spots and consumers, which is helpful for blind boxes. Optimization and update iteration of box products.

Lack of sustained competitiveness

　　"The scenic spot needs to keep up with new trends and embrace young consumer groups." Liu Simin, a researcher at the Cultural and Creative Industry Research Center of Beijing Foreign Studies University, believes that through blind box marketing, scenic spots may find new outlets to promote the development of their cultural and creative industries.

　　According to Tmall’s “Post-95 Players Chopping Hands” released in 2019, nearly 200,000 consumers spend 20,000 yuan a year to collect blind boxes. Among the blind box players, post-95 players account for the majority.

Bubble Mart’s 2020 prospectus shows that its product repurchase rate has reached 58%; for a specific toy design, nearly 70% of players will buy blind box toys 3 times or more.

　　But the problem is that it is not easy for a blind box product to gain market attention.

"The selling of the Forbidden City Taobao blind box is largely due to the success of its cultural and creative industry in recent years." Liu Simin analyzed that the Forbidden City has rich human resources, a huge customer base and mature sales channels. These advantages are Currently not available in many scenic spots in China.

　　At present, the popular scenic blind box products on the market are not satisfactory in word of mouth.

The reporter learned that the cat auspicious blind box from the Forbidden City Taobao was questioned when it was launched. Many consumers complained about its poor quality and poor design.

"The image of cats is already very common, and the practice of the Forbidden City is suspected of overly catering to the current cute culture." Taozi believes that it is easy to lose the characteristics of the scenic spot.

　　At the same time, blind box products in scenic spots will also face pressure from external competition.

Companies such as Bubble Mart and goco have extended their tentacles to the scenic spot market. In July this year, Pao Mart’s first scenic spot customized store has landed in Kuanzhai Alley, Chengdu.

　　Many people in the fashion industry analyzed in an interview with reporters that keeping up with the trend is a step for the rejuvenation of the current scenic spot, but for the moment, the blind box products in the scenic spot are like a "hot" attempt.

Compared with mature brands in the market, the continuous competitiveness of scenic blind boxes is relatively weak, and it is difficult to play a long-term driving effect on the development of cultural and creative scenic spots.

IP is the key

　　The particularity of the blind box to the scenic spot is that as a cultural and creative product, it also undertakes the function of cultural dissemination and inheritance in the scenic spot.

Pan Helin believes that the scenic spot should use blind box sales as a means of cultural transmission, not just a means to increase income.

Therefore, while ensuring the quality of the blind box products in the scenic spot, the design should also fully consider matching the cultural characteristics of the scenic spot.

　　Among them, it should be noted that when developing blind box products in scenic spots, IP thinking is required, and IP is the key to blind boxes.

Combining consumers' favorite IP image or IP story with the blind box helps to establish an emotional connection between the product and the consumer, thereby realizing the widespread dissemination of the culture and value behind the product.

The success of Bubble Mart is largely due to the development idea of ​​"Blind Box + IP".

Scenic spots can combine their own culture and consumption scenes for integration and innovation.

　　However, excessive reliance on a single IP can easily make consumers aesthetically fatigued. Therefore, scenic spots need to have strong IP creation capabilities.

Liu Simin believes that scenic spots can improve the continuous research and development capabilities of scenic spots by attracting and cultivating outstanding designers and cooperating with market-oriented institutions, and continuously incubate new IP products that represent scenic spots.

　　Optimization of sales channels is also very important.

People in the fashion industry believe that the scenic spot can build an online and offline omni-channel sales system to maximize the user reach rate of blind box products.

In addition to self-operated online stores, you can also use other trendy e-commerce platforms to expand online sales channels; establish product communities to increase fan stickiness; in addition to scenic retail stores, regular offline exhibitions are also good attempts.

　　"Scenic spots need to jump out of traditional commodity thinking." Pan Helin said that blind boxes can not only contain dolls and peripheral products, but also scenic spots.

For example, scenic spots can create blind box tickets according to their subdivisions, and expand the consumer group of scenic spots through continuous enrichment of blind box games and services.

　　Zhu Xin