Zhongxin Finance, January 18 (Reporter Song Yusheng) From "China Consumers Association's evaluation of KFC blind box" to "Shanghai issued compliance guidelines to draw a red line for blind box business activities", recently, the chaos of "blind box marketing" and governance has repeatedly attracted public attention.
Once upon a time, blind boxes were just a form of purchase for trendy goods. Lucky bags, gashapon machines, and collection cards that appeared in the past all possessed the attributes of blind boxes.
However, with the rise of the concept of blind boxes and the soaring popularity of commodities, "blind boxes" have gradually become a form of marketing, and even the phenomenon of "everything can be a blind box" has led to various problems.
For example, some minors spend tens of thousands of yuan to buy a blind box; some personal information is leaked due to "removing a single blind box"; some "blind box + pet" turns a blind box into a "dead box"; There are those who have "three no products"; there are also the phenomenon of food waste caused by "blind box marketing"...
Nowadays, some young people have no blind box and are not happy, and the blind box has obviously become a symbol for them.
To seize the hearts of young people, it is understandable for businesses to conduct marketing in the form of blind boxes, but blind box marketing should not be blind, and brands must bear the consequences and social responsibilities.
Screenshot from KFC's official WeChat account.
Regarding the KFC blind box incident that has been a hot topic in recent times, the China Consumers Association believes that KFC, as a food operator, uses the limited-edition blind box sales method to induce and condone the irrational and excessive purchase of food packages by consumers, which is contrary to public order and good customs. and legal spirit.
The Anti-Food Waste Law clearly stipulates that catering service operators consciously resist food waste, remind consumers to consume in moderation, and take measures to prevent consumer waste when necessary; they must not induce or mislead consumers to consume excessively, resulting in food waste.
The "Shanghai Blind Box Business Activities Compliance Guidelines" also requires that blind box operators shall not carry out sky-high speculation, excessive marketing, and starvation marketing.
Screenshot of "Shanghai Blind Box Business Activities Compliance Guidelines"
"A materially rich society should match the spiritual pursuit of civilization, and the need for emotional value should not be based on material waste, especially food waste." As commented by the China Consumers Association.
Undoubtedly, blind boxes will continue to be a craze in the young market, but corporate brands, especially those with higher reputations, need to set up rules, predict the consequences and deal with emergencies.
Otherwise, marketing planning that goes against public order, good customs and the spirit of the law is taking the reputation of one's own brand at a blind risk.
After all, the image of a corporate brand cannot be imagined once and for all by relying on blind box hype.
A blind box cannot become a Pandora's box that often leads to bad consequences, or even goes against public order, good customs and the spirit of the law.
Here, we advise corporate brands to think twice about conducting blind box marketing, and do a good job in predicting and controlling the consequences, so as not to allow chaos to continue, but always keep social responsibility in mind, so that the blind box market can develop healthily and healthily.