Under the phenomenon-level consumption trend of "everything can be blind box", stationery has not been spared, and minors are gradually becoming the main consumer group of blind stationery boxes.

  On March 6, a reporter from The Paper learned from the Shanghai Municipal Consumer Protection Committee that judging from consumer feedback and media reports, it is not uncommon for children to be addicted to buying blind boxes of stationery.

Selling stationery in the form of blind boxes has deviated from the inherent value attributes of stationery, and will also bring many adverse effects on the growth of young people.

The Shanghai Municipal Consumer Protection Committee suggested that the sale of blind stationery boxes to minors should be prohibited.

Stationery blind box plus a package, the price doubled by 6 times

  Stationery is a commodity with full competition in the market. Unless there is a special design or a high brand premium, the prices are usually relatively similar.

However, it is sold in the form of a blind box, and the price can be increased by 6 times as long as a package is added.

  Taking the consumer survey conducted by the Shanghai Consumer Protection Committee in offline physical stores as an example, the price of an ordinary gel pen of a certain brand is about 2 yuan, but after being packaged in a stationery blind box, the price can be as high as 12 yuan. It turned out to be a full 6 times.

Therefore, many merchants put stationery blind box products in a more eye-catching position.

  In addition to selling a single variety of stationery in the form of blind boxes, gel pens, correction tapes, erasers, notebooks, etc. are also sold in the form of sets of stationery blind boxes ("surprise lucky bags", etc.), and the price is based on the original single variety of stationery On, the multiple doubles.

  Take a brand’s theme series gel pen blind box on the e-commerce platform as an example, which includes 14 types of ordinary characters and 2 types of hidden characters.

If it is shipped randomly, one will cost 6.8 yuan, and the price will rise to 7.8 yuan if you specify an ordinary character model, and the price will rise to 68.8 yuan if you specify a hidden character model.

Compared with the traditional sales model, the retail price is generally 3-4 yuan, and the hidden price premium can be as high as 14 times.

  However, in stark contrast to the high premium of these blind stationery boxes, there has been no change in their quality.

Children buy stationery blind boxes because they don't want to be isolated

  Since there is no improvement in the quality of the high premium blind box of stationery, why do children buy it so happily?

  The survey by the Shanghai Consumer Protection Committee found that children have to communicate with classmates at school, and the IP cultural attributes bundled with the blind stationery box make it a social "hard currency" for children to communicate and communicate. Children who do not buy blind stationery boxes and Students have no common topic, and it is easy to feel isolated.

Therefore, many children ask their parents to buy blind stationery boxes because they actually want to integrate into a certain social group.

  Even the Shanghai Consumer Protection Committee found in the interviews that there are extreme cases where children buy blind stationery boxes in large amounts because they want to better make friends with classmates with good academic performance.

There are also some parents who use blind stationery boxes as a way to reward their children. If the test scores meet the goals set by the parents, they will buy the blind stationery boxes they want for their children.

In addition, being able to own a hidden blind box is one of the ways for many children to show their own value, and the wind of comparison may also follow.

  The Shanghai Municipal Consumer Protection Committee conducted a random survey and interview with 100 primary and middle school students on "what is the most talked about topic in spare time", and found that 18% are favorite stars, 23% are favorite film and television dramas, songs or cultural and sports items, and 24% It is favorite online games, comics, etc., 31% are study and test results, and blind boxes (including stationery blind boxes) reach 25%, second only to the topic of "study and test results".

It can be seen that the social attributes and topic stickiness of blind stationery boxes among students cannot be ignored.

May make some children with poor self-control become addicted

  Stationery products with gambling words such as "Stationery Surprise Set" and "Stationery Magic Box Blind Box" are very attractive to children.

The phenomenon of children repeatedly buying blind stationery boxes makes people aware of the possibility of children becoming "addicted to blind stationery boxes".

  The results of a consumer survey conducted by Shanghai Dibo Big Data Research Institute on 586 parents show that the proportion of teenagers who repeatedly buy blind stationery boxes is as high as 84.0%, which is due to the excitement brought about by the uncertainty similar to gambling.

Of course, this kind of addiction will not happen to all children, but relevant psychologists said that for a small number of minors with poor self-control ability, they will have strong expectations for the uncertain products in the blind box This sense of anticipation may gradually become "addiction".

  For this reason, the Shanghai Municipal Consumer Protection Committee suggested that the inherent commodity value attribute of stationery is to better assist children in their studies, and it is a tool and helper for children to learn cultural knowledge and cultivate hobbies.

Simplicity, simplicity, environmental protection, and practicality should be the pursuit of stationery, and the blind stationery box actually takes advantage of the fact that minors are still in the process of personality shaping and thinking improvement, and do not have the self-control and self-control of adults. Features, so as to obtain more commercial benefits.

Therefore, the Shanghai Municipal Consumer Protection Committee proposed legislation to prohibit the sale of stationery to minors in the form of blind boxes.

  Zou Juan