Cultural relics, fresh food, stationery...

　　What marketing logic is hidden in "Everything is Blind Box"?

　Stationery blind box

　　Quietly rising, the price of blind boxes ranges from a few to a dozen yuan.

Pens, notebooks, erasers and other stationery are filled with a box full of mystery.

　　Beauty blind box

　　Seize the market.

Sephora's official flagship store has launched a blind beauty box, and MAC has also launched a limited beauty blind box.

There are usually different types of products such as eye shadow, lipstick, brush, moisturizer, etc. in the beauty blind box.

Fresh blind box

　　In May 2020, Cainiao Inn and Harrow Moped jointly launched a free application for "Blind Fresh Boxes".

Some fresh food platforms and market sellers have also launched "blind fresh boxes". Some randomly selected fresh products as prizes in the blind box orders; some randomly selected vegetables, fruits, rice and meat.

　Cultural and Creative Blind Box

　　Sanxingdui Museum's Sanxingdui Blessing Priest Theme Blind Box, Henan Museum's "Archaeological Blind Box", and Shaanxi Provincial Museum's "Bronze Squad" series are all popular.

　　Open the "blind box" in front of you, and you will know whether today's dinner is to eat raw oysters or razor clams; open the "blind stationery box" in your hand, and you will know whether your eraser is a Conan pattern or a Maori Kogoro pattern; Open the "blind cultural relics box", and you will know whether you got a bronze crowned mask or a bronze giant...

　　Nowadays, the “blind boxes” on the market are no longer limited to the trendy toy blind boxes represented by Bubble Mart, which are well known to the public, but from animation, film and television accessories, dolls, to fresh food, stationery, and beauty. For a time, everything can be "blind box".

"Blind boxes" are becoming popular.

What kind of marketing logic is behind "Everything can be blind box"?

Industry analysis

　　Where is the marketing logic? Two keywords: stimulus, social attributes

　　Many products have entered the blind box field. What kind of marketing logic is behind it?

　　Jiang Nan, head of CB Richard Ellis's Chengdu Advisory and Transaction Services Commercial Department, believes that the main reason for the popularity of blind boxes is the fun, because things that cannot be confirmed and controlled can bring greater stimulation to consumers.

"There used to be some concepts similar to blind boxes, such as League of Legends and other games that can smoke skin. This form of blind drawing is a kind of psychological marketing.

　　Jiang Nan also talked about blind box "hunger marketing" and "social attributes".

Jiang Nan said that the hidden models, limited editions, and special models set in the blind box are essentially hunger marketing.

The "social attributes" are based on the social circle of blind box lovers.

"Just like everyone playing NBA star cards before, now everyone can play the blind box and they can all exchange in the same social circle. This will balance the supply and demand relationship, and the social chain of the blind box will be linked up."

　　EY (China) Enterprise Consulting Co., Ltd. Central China Business Management Consulting Manager Lai Fan believes that the main reason why blind boxes are sought after is "blindness." "Everyone buys blind boxes. In fact, it is not important to what is in the blind box. It is the joy and expectation when it is taken apart."

　Can "Everything Can Be Blind Box" succeed?

　　Jiangnan doesn't think so.

"Products like Bubble Mart that can be fired are based on the consumer's recognition of this product, plus the blessing of other blind box attributes." Jiang Nan said.

　　For other blind box products that use marketing as a gimmick, Jiangnan thinks it is difficult to develop in the long term.

"I personally think that it is similar to a fresh blind box. It is more difficult to continue. For example, people don’t exchange cabbage for a potato. This kind of blind box is a gimmick and lacks the logic behind the popular logic of blind box circles. It’s difficult to develop in the long-term." Jiang Nan said that such products still have to return to the product itself. Consumers must recognize the product before the product has room for development.

　　Lai Fan said that the business logic behind "everything can be a blind box" is a marketing innovation.

In Lai Fan's view, the market economy and industry economy have developed to this state, and the fatigue of the market and the fatigue of practitioners have gradually become prominent.

In this state of fatigue, all fields must analyze consumer psychology and understand individual consumption habits to find innovations, so as to bring highlights to the fatigued business environment and make consumers more interested. point.

"Blind boxes have been launched in the fields of fresh food, beauty, antiques, etc., that is to find this bright spot. In a short period of time, let companies seize business opportunities and expand into new markets through this new marketing model."

Psychologist reminds

Blind boxes easily stimulate consumers' gambler psychology

　　In the opinion of Yu Mimi, the director of psychology and psychological counselor of the Youth Psychological Service Center in Wuhou District, Chengdu, the primary starting point for consumers to buy blind boxes is "curiosity."

"Because of the randomness and mystery of the blind box, just like the previous lucky bag, it will arouse consumers' curiosity."

　　Yu Mimi said that unlike lucky bags, blind boxes are generally in series and complete sets. In order to be complete, consumers have to put together a complete set and invest a lot of time and money. From a psychological point of view, there is a gambler psychology.

"Some consumers will spend hundreds of thousands to continuously collect sets of blind boxes, which is addictive, just like gambling." Yu Mimi added that blind boxes are random, unknown, and mysterious. Coupled with hidden money, these characteristics will make consumers addicted and stimulate consumers' gambler mentality.

"Plus some blind beauty boxes, blind boxes for fresh produce, and blind jewelry boxes, claiming that they may sell goods worth more than the price you pay. This mechanism of'may sell super-value items' will inspire even more Consumer psychology as a gambler."

　　In addition, Yu Mimi believes that the psychological reason behind the popularity of blind boxes lies in the psychology of showing off.

"Collecting complete sets, drawing hidden models, owning many series...will encourage consumers to show off on social platforms, which will make consumers feel satisfied."

　　Yu Mimi specifically mentioned the "blind stationery box".

Yu Mimi said that blind stationery boxes are not only bought by adults, but also by many elementary and middle school students.

"Of course, primary and secondary school students just buy a few blind boxes because they like and are curious, and get a sense of satisfaction. This can relax themselves and transfer the pressure of learning. However, if the primary and secondary school students develop addictive behaviors, they spend a lot of money to buy a complete set of blind boxes. , To continue to extract hidden money, then the nature of'stationery' has deteriorated. If primary and secondary school students have this tendency, they need to pay attention."

Related Links

　　Why did Sanxingdui launch the cultural and creative blind box "to expand the product form boundary with the help of heat"

　　Bronze crown and vertical eye masks, bronze statues, bronze heads with gold masks, bronze figurines, and bronze divine birds. These are exactly what the Sanxingdui Museum Cultural and Creative United Universe Dust Design Team launched on May 22, 2020 Sanxingdui blessing priest theme blind box.

　　What are the considerations for launching this product?

Ren Ren, the head of cultural creation of Sanxingdui Museum and the head of the cultural industry development department of the Sanxingdui Scenic Area Management Committee, said that through the blind box, this trendy form of play, more people, especially young people, can understand and love Sanxingdui culture and let Sanxingdui culture be integrated into the public. In daily life.

　　The pre-sale of Sanxingdui Cultural and Creative Blind Box reached 450,000 yuan through crowdfunding, which was 275% more than the original estimate of 120,000.

Ren Ren frankly said that with the help of the blind box product form, the development of products based on IP's own cultural characteristics is only a short-term product shortcut, and continuous brand cultural innovation is the long-term goal.

"In the short term, with the help of blind box category enthusiasm, expand the product form boundary. In the rich ancient Shu cultural materials, find suitable opportunities. In the long term, strengthen the construction and management of the intellectual property system and improve the brand authorization system Improving the quality of products is the key to forming brand barriers. Improving the ability to understand the market, looking for the next new category, and deeply digging out customer demand for new cultural and creative industries can compete in the market competition." Chengdu Business News-Red Star News reporter Peng Jing