Blind box marketing must be "busy but not blind"

　　Wang Lin

　　To talk about the current top stream, the non-blind box is none other.

Recently, many businesses such as McDonald's and Shanghai Disney have introduced the blind box concept in their marketing.

IKEA, MINISO, Starbucks and others have also launched a series of blind box products.

Whether it is online e-commerce or offline physical stores, blind boxes can be seen everywhere.

For example, blind boxes for cultural and creative industries, blind boxes for beauty, blind boxes for snacks...

　　The blind box is very busy, busy going out of the circle, busy crossing the border.

In the blind box craze set off by Chaowan, new cross-industry players frequently appeared, pushing the blind box to spread to the fields of beauty, food, stationery, books, and cultural tourism.

The blind box of accelerated fission is no longer limited to a certain scene or category, but has become a popular marketing method.

It seems that the blind box can hold everything in it.

　　According to a survey, the market size of the domestic blind box industry in 2019 was 7.4 billion yuan, and it is expected to exceed 10 billion yuan in 2021.

Why are blind boxes so popular?

There is a movie line that describes it particularly appropriately: "Life is like a box of chocolates. You never know what the next one will taste." Just like the current hot "blind box" sales, for consumers, it is actually like It's a piece of mysterious chocolate. We can't help but wonder, what is it like?

It is this strategy similar to a lottery that is particularly easy to stimulate consumers' desire to buy, especially young consumer groups.

　　The enthusiasm of blind box sales has attracted many companies to join the battle. They continue to try the blind box form and the popularity of blind boxes on various products, attracting consumers' attention, and borrowing the mystery and addictive mechanism of blind boxes in order to obtain more Big sales.

　　As more and more companies get involved in blind boxes, the negative effects of abusing blind boxes have gradually emerged.

For example, some products just want to take advantage of the marketing enthusiasm of blind boxes, only upgrade the packaging, and the products have not changed at all. Old wine in new bottles is replaced without changing the medicine; inferior, "three noes" products in blind boxes also appear from time to time. Even use blind boxes as a tool for inventory clearance.

The China Consumers Association has recently issued a consumer reminder for the blind box market, giving reminders to four major problems that currently exist in the market: excessive marketing by merchants, suspected false propaganda by merchants, difficulty in guaranteeing product quality, and difficulty in resolving consumer disputes.

　　Blind box is not a brick. Move wherever you need it. Blind box gameplay should not become a "stimulant" for all corporate marketing.

If you rush into the crowd, pursue a momentary marketing pleasure, rely too much on blind box marketing gimmicks to mislead consumers to impulse purchases, but neglect to improve product quality and service quality, this can only produce short-term attractiveness and difficult to achieve long-term stable development.

If you fool consumers with some shoddy products, it will quickly consume consumer trust and damage your own reputation.

Blind box marketing cannot be blind, its "blindness" is just the uncertainty of the items purchased, not a "quality black hole".

　　Although everyone wants to share a piece of the pie, the marketing hotspot of blindly rubbing the blind box is not a rational choice.

It is important to know that even with the relatively mature economy of tide play, many problems have been exposed, such as insufficient original IP, insufficient content and industrial chain, not to mention "blind boxes for everything."

　　In the final analysis, borrowing blind box marketing is just a method, and fun can only cause temporary heat. Easy to use and reliable are the last words.

After all, the cornerstone of any business model innovation is the ultimate pursuit of product quality and service quality.