Book blind boxes, beauty blind boxes, college admission notice blind boxes have appeared one after another, and cross-border marketing has gradually become the mainstream——
How many "big surprises" can the "small box" bring?
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In recent years, blind boxes that can bring random experiences have been loved by many people and have become popular in the market.
Many businesses have launched blind box products across the border, and the "blind box +" marketing method is becoming more popular.
At the same time, however, the blind box circle gradually became "hype", and the excessive consumption caused by the blind box caused concern.
The so-called blind box is to put different products in the box. Consumers can not open the box when buying, and the product is drawn by luck.
In recent years, this kind of product that brings random experience has been loved by many people, especially by young consumer groups, and has become a market hot spot.
Nowadays, the enthusiasm of the blind box economy has quickly emerged. The "blind box +" marketing model has gradually become the mainstream, and various industries have launched blind box products across the border.
However, the "overheated" blind box has also recently encountered some problems, which urgently need to be standardized and resolved.
Blind box economy continues to grow hot
Ms. Shen, who lives in Chaoyang District, Beijing, is a blind box enthusiast. Since 2018, she has bought blind boxes almost every month.
Ms. Shen said that the magic of the blind box lies in the unknown and enjoy the excitement of opening the box for a moment.
When you change your mood or seek entertainment and excitement, you will think of buying blind boxes.
Since 2019, the blind box economy has become increasingly popular.
According to statistics, the majority of blind box players are women or students aged 18 to 35 with monthly income of 8,000 to 20,000 yuan.
Experts believe that young people are willing to pay for blind boxes and pursue the value of personalities, trends, and companionships.
Many blind box products are not only favored by people in appearance, but also pay more attention to emotional value, such as companionship, healing, and self-pleasure, so as to seize the minds of young people.
In 2020, due to the epidemic, office workers and student groups will spend more time at home, and the blind box economy will continue to flourish.
During Children's Day 2020, Pinduoduo's statistics show that blind boxes soared to the second place on the top 10 best-selling products list.
By "Double 11", online sales of blind boxes increased by more than 70% compared with the same period in 2019.
On December 11, 2020, the blind box product giant Bubble Mart also listed on the Hong Kong Stock Exchange... The popularity of blind boxes has attracted attention from all walks of life.
According to Professor Chen Zhongyun of China University of Political Science and Law, the blind box is one of the new cultural circles. With the increasing consumption of circles, the blind box culture has gained the cultural recognition of many people, which is important to promote the blind box economy. one of the reasons.
Cross-border marketing is becoming more and more popular
The blind box went out of the circle, and many businesses joined the competition track across the border.
The "blind box +" marketing method has gradually become popular, and the business model based on the blind box economy has also been copied and used for reference in many industries.
The small box thus surpasses the ordinary trendy toy concept and extends to multiple industries.
Since 2020, many businesses, including the Forbidden City, McDonald's, and Shanghai Disney, have introduced the concept of blind boxes in their marketing.
IKEA, MINISO, variety show "National Treasure" and Starbucks have also launched a series of blind box products.
Zuo Xiaoshuang, who is attending university in Beijing, recently bought a set of Starbucks blind boxes.
"Starbucks blind boxes have 7 models, involving 6 regular models and 1 hidden model. They are based on bears, including Santa Claus, elk, fox, husky, snowman, etc. They look very cute."
In addition, book blind boxes, beauty blind boxes, college admission notice blind boxes, and fresh blind boxes appeared one after another, making people feel that "everything can be blind box".
"Blind box is now more than a simple commodity." Chen Zhongyun said that blind box is not only a bridge between designers and fans, but also a carrier for brands to spread their own values. Through it, they can undoubtedly capture consumption more. The heart of the person.
At the same time, the blind box contains innovative design and cultural influence, and the wave of blind box fever and the derivative form of the brand cross-border blind box make it easier for "trend toys" to enter the public eye.
Avoid falling into consumer traps
Recently, the reporter visited a number of shopping malls in Beijing and learned that blind boxes are usually sold in series, with a series of 10 to 12, and a single one is usually 50 to 80 yuan, and there are also nearly 100 yuan.
Collect a series, excluding rare items, and cost about 1,000 yuan.
Blind box consumption, for young people with weak economic power, although it is not high consumption, it is obviously not too low.
Ms. Shao, a post-95 blind box enthusiast, told reporters that based on the lowest price of the blind box, such as spending thousands of yuan a month, this kind of purchasing power can only be regarded as the mid-stream level in the circle.
If you love to collect blind boxes, "burning money" is for sure.
The reporter learned from interviews that hype is a major feature of the current blind box economy.
Most of the blind box series have hidden models, and the probability of winning the hidden models is very low. Therefore, for fans who want to collect the series of dolls, it takes more money and energy.
For this reason, some enthusiasts buy "second-hand blind boxes" directly online.
At present, some hidden blind boxes sold at high prices on some second-hand platforms have gone from a single tens of yuan to more than 1,000 yuan.
Many parents worry that the overheating of the blind box economy will also have a certain negative impact on minors' consumption outlook.
In June 2020, the news that a 12-year-old girl in Shandong spent tens of thousands of yuan to buy blind boxes for 3 days rushed to hot searches. The blind consumption of blind boxes by minors caused heated discussions among netizens.
The industry believes that parents and teachers should guide minors to form a good consumption outlook to prevent them from falling into the trap of excessive consumption.
At the same time, the market supervision department should regulate the operating order of blind boxes, and promptly investigate and deal with opaque business behaviors, false advertisements and product quality issues.
Liu Bing