Opening the increasingly popular blind box, is it the pursuit of freshness, or is it a gambler's impulse?

　　It is undeniable that the biggest selling point of blind box marketing is an "uncertain pleasure".

The momentary joy, sorrow and joy of opening the blind box has become a pleasure beyond the product itself.

From foreign lucky bags and gashapon machines, to early domestic card collections, to today's "blind boxes for everything", blind box-type hunger marketing has become increasingly popular by continuously stimulating consumers' desire to collect and creating various senses of surprise. A unique behavior that combines economic, cultural and psychological effects.

　　Some netizens said frankly: "The process of buying a blind box has a similar psychological experience to buying a lottery ticket."

In life, the marketing of blind boxes also has the shadow of "gambling".

In order to win a "bigger bet", "a 12-year-old girl spends tens of thousands in three days to buy a blind box", "Beijing couples buy a blind box and spend 200,000 in 4 months", "a 60-year-old man spends 700,000 a year to buy a blind box"... ... Whether it's to collect a complete set or to draw a big prize, many people bet on a probability.

However, it is these arbitrary numbers that the merchants manipulate, and it is the addictive mind that is provoked.

For consumers, it is even more clear that the result of taking a small and large is very likely to be "loss of the big because of the small", and the consequence of following the trend is very likely to be "lack of ten bets and nine losses".

　　The biggest charm of the "blind box" is uncertainty, and the biggest problem is also uncertainty.

This kind of uncertainty cannot become a trap for businesses to hype speculation and trigger irrational consumption.

If the blind box becomes a tool for misappropriating money and a low-quality carrier, then the so-called market prosperity is just a bubble, which will disappear in the sun sooner or later.

　　In addition, although blind boxes have strong information asymmetry compared with ordinary commodities "what you buy is what you get", blind box marketing must not become a blind business.

Recently, some merchants have used blind boxes to clear their inventory, deceive consumers with inferior, expired, and "three-nothing" products, and set "overlord clauses" such as non-refundable and non-exchangeable products; some people have developed so-called blind-box software or small programs to The method of "online gambling" plays a fine line on the edge of the law; what's more, from the blind box of live pets into a "dead box", to the suspected fraud of the single blind box, some new variants and new forms of blind box marketing have broken through the morality And the bottom line of the law, it is very embarrassing.

　　Commodities can be blind-boxed, and the bottom line cannot be breached.

It is the correct way to open the blind box, which not only makes the cross-border marketing of "Blind Box +" full of vitality, but also is conducive to the overall and healthy development of people.

(Lin Yuehai)