Higher prices than similar stationery "hidden models" stimulate consumers' desire to buy

  Regulatory departments in many places rectify the stationery blind box market

  The trend of "everything can be blind box" has also spread to stationery.

Compared with the traditional blind box, the unit price of the stationery blind box is relatively low, and with a certain practicality, it is easier to be accepted by primary and middle school students, and it is more likely to be "addiction".

A reporter from Beijing Youth Daily learned yesterday that before and after school starts, regulatory authorities in many places have rectified the stationery blind box market.

  "Mystery" stimulates the desire to buy

  Exquisite cartoon images such as One Piece, Detective Conan, Wuhuang, and Nanci are printed on stationery to stimulate students to purchase. This seems to be the usual marketing method used by stationery merchants.

On this basis, adding a unified outer packaging box to the stationery has become a popular "stationery blind box" nowadays.

Don't underestimate the practice of putting stationery in the box, which directly stimulated some primary and secondary schools to buy stationery more than once.

  A reporter from Beijing Youth Daily visited the market and found that many stationery stores, grocery stores and even gift shops, jewelry stores and toy stores have begun to buy stationery blind boxes.

Many stores put stationery blind boxes in the "golden" position at the entrance of the store to attract customers, and some have different styles of stationery blind boxes on the entire shelf.

Some shopkeepers said that compared to toy blind boxes, the price of stationery blind boxes is relatively cheap, and the items they sell are all practical, and there is less resistance when children and parents ask for money.

  Compared with the starting price of 69 yuan for the blind box of toys, most of the blind box products of stationery are priced at 30 or 40 yuan, and the cheaper ones are only 5 yuan.

This makes the barrier to purchase a lot lower.

However, even the operators themselves can't tell what's in it.

"I don't know what the stationery is in the blind box," a stationery shop owner said.

  A reporter from the Beiqing Daily noticed that some blind stationery boxes only have the name of the co-branded brand, and the specific type of stationery in the blind box is not marked.

Although it is clear that the content is a pen, there are only different images of the co-branded IP in the exterior design, and it is not clear what the pen looks like.

  The "mystery" of the stationery blind box stimulated the desire to buy among primary and middle school students.

Like ordinary blind boxes, stationery blind boxes also have relatively few "hidden styles" with unspecified patterns. In order to gather them together, it is even more difficult to stop stationery blind boxes.

"It turned out to see which one looks good to buy, but now there are blind stationery boxes. If they look good, put them aside first. They must be'collected'." I have bought more than 40 pens before and after, and I still have to keep buying a set of them. "It is estimated that by the time she graduates, these pens will not be finished."

  Stationery blind box is questioned to pay "IQ tax"

  In addition to making obsessives unable to stop without putting together the whole set, many blind stationery boxes have also been questioned as paying an "IQ tax."

  The reporter of Beiqing Daily noticed that in many videos of stationery blind boxes, the usual sales logic is to estimate the individual selling price of the contents of the stationery blind boxes and add them up. A ruler is 2 yuan, a notebook is 3 yuan...a blind box that sells for 18 yuan, the stationery sold out adds up to 20 yuan, not a loss. "This kind of unpacking copywriting seems to be a bargain for consumers.

However, similar non-blind box stationery sets cost less than 10 yuan.

  A shopkeeper, Mr. Sun, who has been operating a stationery store for nearly 20 years, told reporters that originally this type of stationery kits had the intention of tying and selling non-selling stationery, so the price was lower.

But the students have more and more money in their pockets, and they don't care much about the price. Therefore, the sales of this kind of goods have not been good in recent years, and he stopped buying this kind of goods in the first few years.

Unexpectedly, now it has become a blind stationery box. Not only has the market improved, but it has also been sold at a higher price.

  The reporter of Beiqing Daily noticed that even a single blind stationery box has a huge price difference with similar products.

The reporter saw in the store of a stationery brand on the e-commerce platform that 12 of its "One Piece Accessories Blind Box Drawer 0.5 Gel Pen" were priced at 60.9 yuan, while the same model of "Koi Drawer 0.5 Gel Pen" 12 priced at 17.8 yuan.

It is also a cultural and creative pen, and the price of a blind box is more than three times more expensive.

  Not only that, some of the stationery blind boxes sold online are even being sold by merchants.

Some netizens bought the stationery blind box in July and opened the calendar of that year; some netizens opened a box of 30 refills at once; some obviously went to the cultural and creative brand, and opened the blind box. But it is the most common loose-leaf book on the market; some netizens say that the items they have issued have a peculiar smell; others don't know what is the use of the items they have issued. After consulting with customer service for a long time, they found out that the original items are broken.

  Regulatory authorities rectify the stationery blind box market

  At the beginning of this year, the official website of the China Consumers Association issued consumer tips on "blind box" products. It mentioned that the current quality of blind box products is difficult to guarantee and the after-sales service needs to be improved. They are curious, like to compare, and their consumption concepts are not sound, and they are prone to "addiction" to the blind box.

  "This kind of marketing strategy similar to a lottery, encouraging consumers to carry out irrational consumption is one of the marketing methods for businesses to attract young people." said Chen Jian, director of the complaints department of the China Consumers Association. The young people are curious, like to compare and consume. The concept is still immature, and it is easy to be "addicted" to blind boxes, and some even directly "end boxes" in order to win "hidden items"-in order to buy products with only 1% or even lower probability, hundreds of blind boxes will be purchased Buy it all.

  In addition, the blind box also has problems such as false propaganda by merchants, inconsistent products with propaganda, product quality is difficult to guarantee, fake and inferior products, "three noes" products appear from time to time, consumer disputes are difficult to resolve, and after-sales service needs to be improved urgently.

  Since the beginning of this year, many places have begun to strengthen the rectification of irregularities in the stationery blind box market.

The Guangzhou market supervision department carried out a special rectification of the sales of "stationery blind boxes" around all primary and secondary schools and kindergartens in Guangzhou.

The Guangzhou market supervision department signed the "Letter of Commitment for Selling "Stationery Blind Boxes" with relevant sellers to further regulate the business behavior of "Stationery Blind Boxes".

It is mentioned in the letter of undertaking that the business will remind children who buy the "Stationery Blind Box" and guide them to buy normal stationery.

  Market supervision departments in many places in Hebei Province also launched a special rectification action on "Stationery Blind Boxes" during the school season.

In addition, many consumer associations or consumer protection organizations have also issued consumer tips for the consumption of stationery blind boxes.

  Text/Reporter Zhang Xin Co-ordinated/Yu Meiying