The deep reasons for the boom in archaeological blind box consumption

　　Xu Da

　　In the recent 2021 National Mass Entrepreneurship and Innovation Week, the digital archaeological blind box of Henan Museum was unveiled, simulating the archaeological site in digital form.

It is reported that this blind box attracted 30 million users "online archaeology" within 7 days of the National Day holiday.

　　Since December last year, the blind archaeological box developed by the Henan Museum has become a hot item that can only be grabbed with speed.

After opening the box, the mini version of Luoyang shovel is positioned by the exploration hole, and the "mini version" cultural relics such as the bronze tiger charm and the Wu Zetian golden slips may be "unearthed" in the hands of the players.

According to Henan Museum, in the past 10 months, about 360,000 blind archaeological boxes were sold, with sales exceeding 30 million yuan.

In addition, many cultural and cultural institutions such as the Sanxingdui Museum in Sichuan Guanghan and the Jiangxi Provincial Museum have also launched archaeological blind boxes this year and are also selling well.

　　"Archaeology + Blind Box", the blend of ancient and new trends has attracted the attention of a new generation of consumers, making them join the "earth-digging" camp.

In fact, archaeological blind box consumption has become a trend, not only because of the ability to "dig treasures" and surprises, but there are deeper reasons behind it.

　　First of all, in terms of the timing and motivation of consumption, in recent years, with the revival of traditional Chinese culture, the public has developed a stronger sense of identification with my country’s splendid history and culture, and has become increasingly interested in archaeology, which takes the exploration of past history and culture as its mission. .

Archaeological work is getting more and more attention, coupled with the popular cultural and cultural variety shows, awakening the "archaeological dream" of many people, which also gives more opportunities for the development of archaeological cultural and cultural related consumption.

Substituting the mystery of archaeological excavation into the popular blind box, players can not only "dig treasure", but also learn about professional knowledge by collecting hidden cultural relics.

It can be said that the archaeological blind box is an innovative expression of telling Chinese stories and inheriting Chinese traditional culture; the archaeological blind box is selling well, showing the charm and economic value of Chinese traditional culture.

　　Secondly, from the perspective of the characteristics of consumer goods, the biggest feature of the archaeological blind box is the sense of immersive experience and sense of substitution.

"Open the box with a shovel, dig the treasure by yourself" "Whatever you dig is yours", the player can turn into an archaeologist by wearing gloves, pick up the archaeological hand shovel to unearth the "historical relics" from the mini version of the explorer. In-depth restoration of the archaeological excavation process brings an immersive experience to archaeology enthusiasts and blind box players.

Consumers also said that “in addition to satisfying the desire to explore the secrets, the process of patiently digging in the blind box is also very decompressing”.

This distinctive sense of experience makes the archaeological blind box quickly "out of the circle" and is sought after.

　　In addition, from the perspective of consumer groups, new generations such as "post-95s" and "post-00s" are gradually becoming the main force of cultural consumption.

The "China Cultural and Creative Consumption Survey Report" released by the Institute of Cultural Innovation and Communication of Beijing Normal University in 2020 shows that the trend of cultural and creative consumption is obvious. Consumers born after 1990 accounted for more than 53%, among which "post-95" Accounted for 30%.

"Generation Z" pays attention to spiritual consumption, is willing to pay for the interest, and pays more attention to the experience and personalization of cultural and creative products.

Therefore, as soon as the archaeological blind box with cultural attributes, innovation and exploratory nature was launched, it was favored by young consumers, bringing a new consumption experience of “tradition + trend” to it, and also providing traditional cultural IP and young consumers. The combination of interests opens up new spaces.

　　With immersive experience and novel gameplay, the archaeological blind box has become a hot product of cultural and creative products.

In a certain sense, the archaeological blind box is also a way to let the public understand the archaeological work and discover the potential value of cultural relics.

Through this carrier, traditional culture is entering the hearts of more people.

As far as cultural and creative products are concerned, my country's extensive and profound traditional cultural resources are the source of its creativity, and the improvement of consumer demand in the new era and the emphasis on aesthetic experience are the driving force for its innovation.

Under the new consumption trend, cultural and cultural organizations, cultural and creative enterprises and businesses need to think more about how to take consumer demand as the starting point, and meet more user needs through innovative products and services, seize consumption dividends, and at the same time better The carrier inherits Chinese culture.

Only in this way can "let the cultural relics collected in the museum, the heritage displayed on the vast land, and the words written in the ancient books all come to life, and enrich the history and culture of the whole society."