Chinanews.com, Beijing, November 11 (Gong Hongyu, Zuo Yuqing) Pokémon from Bubble Hall, Hero Card with Crispy Noodles, Sweet Doll from Bubble Mart... Twenty years ago, for the collection of Little Raccoons in Crispy Noodle 108 Zhang Shuihu card has spent all the pocket money on the children, 20 years later, the more they chop their hands, the happier they are when it comes to opening the blind box.

  The essence of human beings is curiosity?

Nowadays, all kinds of blind boxes have been born.

Different from the high-price hot-speculation routine, there are many blind boxes with surprises and low prices on the online shopping platform. Are they really discounting or clearing inventory?

"I will sell whatever you want, but you will buy whatever"

  "Buy when you are optimistic." Why is it fresh? Buying clothes without knowing the style and not looking at the measurements is a "real surprise."

Recently, taking advantage of the Double Eleven promotion season, many clothing merchants have launched the blind box and lucky bag sales model of "surprise discount" and "break code picking up".

  These blind boxes are sold individually or in a few packages. They do not specify the fabric style. They only indicate the type and fixed size. The fuzzy text and pictures make the shopping experience rely on imagination. ".

A screenshot of the blind box page of an online shopping platform

  Some merchants even launched Buddhism shops that "I don't know what they are selling", and they are randomly put on the shelves. It depends on the mood to sell, everything is fate.

  On many online shopping platforms, blind box prices are full of allure.

For example, skirts are 19 yuan, short sleeves are 29 yuan, sweaters are 39 yuan, and 6 pieces of clothes are 100 yuan free shipping.

In a horizontal comparison in the same store, the price of many lucky bags is only one-third of similar new models.

Is the super low price blind box a surprise or a fright?

  On the online shopping platform, many merchants marked "broken code discounts, low-price promotions, no refunds" and other words on the blind box page, and did not provide seven-day return service without reason, and the quality of the blind boxes in hand is also uneven, often It is the unsalable money in the store.

  A loyal consumer of a sportswear store, Yu Meng (a pseudonym), discovered that several of the blind boxes he received were styles that had lower sales in the store before.

For regular online shoppers, blind boxes have been sold out of season and styles with poor sales are already an open secret.

In a blind box comment area, consumers posted outdated styles they bought.

  "You can't look at what things look like, and you can't return or exchange them." Ms. Zhang, an online shopping expert, said that whether it is the purchase process or the styles in hand, it is difficult not to link the discounted blind box with the inventory clearance.

Yu Meng (a pseudonym) discovered that blind boxes and blessing bags are often mixed with old and new, good and bad, and there are always a few thunders in each blind box.

In the comment area of ​​a clothing blind box set, a consumer left a message and asked, "How many can I wear, and how many can I not wear?"

  Although consumers have criticized a lot of blind boxes, it is undeniable that some online shopping platforms do have a price halo for missing blind boxes.

"It is not ruled out that there are old models, but we sell them cheaply, and the discounts are real," a fashion women's clothing store owner told Chinanews.com.

Some consumers agree with this. In the case of prioritizing quality rather than style, blind boxes have certain cost-effective advantages.

Ordinary goods + blind box = good selling?

  Why can everything be a blind box?

If you hide the product information, it will sell faster?

From the nearly 30,000 reviews of a blind box store on Taobao, it is not difficult to see that enjoying the uncertainty and fun of unpacking, and the social attributes of sharing with others are the reasons why many consumers buy blind boxes.

  "If you display a style map, consumers will not necessarily buy it. After all, no matter how cheap it is, it has no actual value and it is a waste." Some analysts in the consumer field believe that blind boxes hide some of the actual attributes of the goods, and 90% of ordinary models are added. The top 10% of the top-selling items depend on luck. It caters to the fluke and gambling psychology of consumers and stimulates consumer desire.

  Many people believe that merchants will not lose money, and discount blind boxes are helping merchants clear their inventory.

What do you think?

(over)