Don’t buy blind boxes blindly

　　Different products are placed in the same box. Consumers don’t know in advance which one is in the box, but there is a certain probability that they will be able to get their favorite product. Nowadays, this kind of “blind box” consumption is very popular. Some consumers even reached the point where they could not stop "buy, buy, buy".

Why is the blind box so popular?

What are the potential consumption traps?

How to manage market chaos?

"Blind Box" has problems such as excessive marketing, false publicity and product quality defects

　　In addition to the original toys, the sales of catering, cosmetics, stationery, books and other commodities have all set off a "blind box style".

According to surveys, 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.

The China Consumers Association reminds that the problems in the "blind box boom" cannot be ignored:

　　Merchants are over-marketing, and consumers tend to be "addicted."

There are many marketing tricks for operators, some are to increase exposure through cooperation with celebrities and internet celebrity anchors; some are to arouse consumers' collection and show-off psychology and stimulate purchase desire through players’ sharing, discussion, and exchange, etc. The concept of "series", and set a "hidden item" that is the most difficult to obtain for hunger marketing, and the probability of winning is extremely low.

　　"This kind of marketing strategy similar to a lottery, encouraging consumers to carry out irrational consumption is one of the marketing methods for businesses to attract young people." said Chen Jian, director of the complaints department of the China Consumers Association. The young people are curious, like to compare and consume. The concept is still immature, and it is easy to be "addiction" to blind boxes, and some even directly "end the box" in order to win "hidden items"-in order to buy products with only 1% or even lower probability, hundreds of blind boxes Buy it all.

　　The merchant is suspected of false propaganda, and the goods on hand do not match the propaganda.

Compared with ordinary products, blind boxes have a strong information asymmetry. Consumers can only rely on merchants' advertising to purchase, which is easy to be false by merchants such as exaggerating the value of the product, fictional probability of winning, and color style inconsistency. Misleading by publicity.

　　Product quality is difficult to guarantee, and counterfeit, inferior, "three-no" products sometimes appear.

After consumers open the blind box, some products may not meet the relevant national safety standards; some may be counterfeit products or second-sale products; some have no production date, quality certificate, and "three-no" products from the manufacturer ; There are also quality defects such as scratches, paint peeling, and stains.

　　Consumer disputes are difficult to resolve, and after-sales service needs to be improved urgently.

Some consumers reported that some merchants were "deceptively deceiving customers", and consumers only exchanged for quality problems; some consumers reported that the after-sales service of merchants was inefficient and delayed handling of consumer problems.

Operators must bear the responsibility for quality assurance, and consumers must consume rationally

　　"Many products that are not market competitive or even unsalable are rubbing the blind box marketing enthusiasm; some operators regard the blind box as a tool for'clearing inventory', winning immediate benefits but losing long-term reputation. These actions Not only does it damage the legitimate rights and interests of consumers, but it also disrupts the normal order of the market." Chen Jian said.

　　The China Consumers Association believes that operators must earnestly abide by the "Consumer Rights Protection Law", "E-commerce Law", "Product Quality Law" and other laws and regulations, and do the following work:

　　——Be responsible for statutory quality guarantee.

The basic attribute of the blind box is a commodity. The operator must ensure that the source of the product is reliable, the chain is complete, and the "three noes" products and counterfeit products shall be eliminated; at the same time, the operator shall actively perform the obligations of the operator to return, replace, repair, etc., and shall not use "gifts" and "lottery "Products" and other excuses to exempt quality assurance and after-sales service obligations.

　　——It is necessary to ensure that the product quality information is true.

Although there is a certain degree of confidentiality regarding product styles in blind box sales, information related to product quality and service, such as origin, ingredients, production date, shelf life, use and storage conditions, safety warnings, prices, "three guarantees", etc. It should be fully informed that key information such as the commodity value, occurrence probability, and distribution method of the items in the blind box must also be true and transparent.

　　——Appropriate marketing is required and no misleading consumption.

Using some shoddy products to fool consumers can only produce short-term attractiveness, which will quickly consume consumers' trust, damage their own business reputation, and make it difficult for companies to achieve long-term and stable development.

　　The China Consumers Association reminds consumers to recognize the uncertain nature of blind boxes, recognize and prevent over-marketing routines of merchants, and do not follow the trend and compare; they must combine their own economic capabilities, consumer needs and interests, etc. Instead, consume rationally.

When buying blind boxes, try to choose merchants with high reputation, good reputation and perfect after-sales service.

　　Our reporter Qi Zhiming