Blind box economy can be step by step according to industry standardization

China Commercial Daily (Reporter Ran Longnan text/picture) Everything can be blinded by blind boxes, and the economic chaos of blind boxes has gradually increased, and the market is imminent. On August 16th, the website of the State Administration of Market Supervision and Administration issued a notice on publicly soliciting the "Guidelines for Blind Box Business Activities (Trial) (Draft for Opinions)" (hereinafter referred to as the draft for comments). It is reported that the comments draft has formulated relevant regulations on all aspects of the blind box operation, involving a number of links such as the sales, quality, and after -sales of blind boxes, which has attracted widespread attention in the industry.

Blind boxes have hot economy and urgently need to standardize development. The picture shows consumers who are selecting blind boxes in a store in Beijing.

Publicity rules clearly marked price

Become a good blind box with consumers, red all over the streets and alleys. However, consumers will also encounter some troubles caused by opaque probability in the process of buying blind boxes.

In this regard, the draft of the solicitation of comments proposes that the blind box operator shall reasonably determine the price of the blind box according to the cost of production and operation and market supply and demand. Blind box operators provide products or services. They shall not sell the price in addition to the price, and shall not implement illegal acts such as the price, price, and price fraud in accordance with the regulations.

At the same time, blind box operators should publicize the name, type, style, drawing rules, product distribution, number of goods, hidden models, and scope of product value in the way, and ensure that consumers know before purchasing. Blind box operators shall not induce consumption in disguise in disguise through the background manipulation changes and random adjustment of the probability of extraction. Do not refuse or deliberately delay the distribution of blind boxes in a way of reflection, repurchase, repurchase, repurchase. You must not set up an empty box.

The release of the solicitation draft has aroused widespread attention in the industry. "Blind box is a popular form of sales in the tide game industry. The introduction of the promulgation of the comments draft is positive. While providing clear guidance at the regulatory level, it can also make the regulatory companies in the regulatory operation. A good market environment. "The relevant person in charge of the Bubao Mart of the Play Company told the China Business Daily that it is currently in the stage of soliciting opinions. The Bubble Mart will actively communicate with relevant departments and suggest suggestions. I believe that the industry can get more and more and more Specifications, benign and orderly development, and promote the further development of the Chinese tide market market.

"We attach great importance to and strictly implement it, adhere to the market environment of healthy and standardized blind boxes, and actively cooperate with the regulatory authorities to implement the plan mentioned in the solicitation draft." Collection toy company 52Toys said that the trend and collection toys industry accompanied the domestic economic growth and cultural cultural growth, cultural cultural growth, cultural cultural growth, cultural cultural growth, cultural cultural growth, cultural cultural growth, cultural cultural growth, cultural cultural growth, cultural cultural growth, cultural cultural growth, cultural cultural growth, cultural cultural growth, cultural cultural growth, cultural cultural growth, cultural cultural growth, cultural cultural growth, cultural culture The growth of prosperity is part of the cultural industry. 52TOYS always adheres to compliance operations, keeps in mind industry responsibilities, actively cooperates with relevant departments to formulate laws and regulations in related fields, and joint industry members to establish industry associations to strengthen industry self -discipline and help the industry's healthy growth. "We will always adhere to the" user first ', attach importance to the voice of each consumer, and hope to bring a good consumption experience to everyone. "The relevant person in charge said.

When the industry standardized development

It is worth noting that some details in the draft of the comments have aroused discussion among industry insiders.

As mentioned in the comments draft, blind box operators shall not sell blind boxes to minors under the age of 8. Selling blind box products to minors above and above shall confirm the consent of the relevant guardian through the sales site inquiry or network identification.

"In fact, there are applicable age prompts that are common on the market on the market, and the probability of selection is also publicized." Some blind box operators told reporters that compared with the barbaric growth in previous years, today's tide play blindness blindness is blind. The box market has developed more and more standardized.

The reporter visited a number of tide -playing stores and noticed that the new tide -playing blind boxes were marked on the packaging "the packaging contains small parts" and "this product is only applicable to those who are 15 years old and over", and The probability of hidden models is marked. For example, 52TOYS's "Tom and Jerry Space Travel Series", the style is "6+1", that is, six random models plus a hidden model. The packaging box clearly marked the "hidden production ratio of 1:96". In addition to the labeling of the outer box of the blind box, on the official online sales platform of Bubble Mart and 52TOYS, the product details of the Blind Blood Box also marked the hidden probability of picking.

At present, the tide -playing blind boxes sold on the market have been marked on the packaging.

In response to age restrictions, many players believe that it will not have a great impact on the market for the Blind Box market. "The unit price of the Blind Box itself is relatively high, and the age of the main players is rarely less than 8 years old." Player Xiaoyu told reporters that the player group of Chao Play Blind Blinds is more inclined to adults and has a certain economic ability. "This regulation is more restricted is card blind box."

The reporter noticed that the business activity of the blind box was defined in the solicitation draft -the operator did not inform the product of the model, style or service content in advance within the legal business scope. Selling products or service business models for drawing. In other words, the "blind box" in the comments draft is very widely referred to, not limited to the current wave of blind boxes on the market, of course, the card blind box is also included.

Not long ago, "2 million yuan did not gather Jili Altmanca" on a social media caused widespread controversy. Many elementary school students put pocket money into the purchase of the card blind box "drawing cards". When the reporter visited a offline store of the well -known domestic card game brand "Card Tour", it was noticed that the stores were basically children under 10 years old with parents to spend. "I don't actually understand this, but the children want it, and his friends are playing, so I bought it for the children." Some parents in the store told reporters. The reporter saw that by the self -service card machine in the store, a child was teaching his mother how to draw a card and what was "ten consecutive pumps". In a "card tour" offline store in Beijing, many primary school students took their parents to select card blind boxes.

Compared with the gradual and standardized development of the tide -playing blind box, the card blind box is still in a brutal growth state. The reporter noticed that the Blind Blind Box marked "this product is only applicable to people over the age of 15 and above." Essence

A series of card -blind boxes of "Card Tour" are marked on the packaging "not suitable for children under 3 years old."

The landing still needs to be further refined

In addition, another provision in the solicitation draft has also triggered discussions from the blind box operators: the online shopping blind box cannot be returned after the disassembly, but the entire set of goods is sold in all -inclusive forms. No reason for return.

"The" all -inclusive "we understand is to buy a whole series of blind boxes directly. But this involves hidden models, players can determine whether there are hidden models by weighing, transparent boxes, etc. There is no need to open a single box. Once this regulation is implemented, players can return the goods directly after confirming that the entire set is not hidden, and repeatedly buy the return of the goods until the "brush 'out of the hidden model, which will bring us a lot of losses. "A blind box operator told reporters his concerns.

It is reported that the whole set of tide -to -blind boxes are composed of ordinary models+hidden models. Taking 6+1 as an example, the entire set of blind boxes may include 6 ordinary models, or 5 ordinary+1 hidden models. In the sales of physical stores, the staff will prohibit consumers from using items such as weighing and transparent boxes to identify hidden models. "It can be said that hidden models are one of the uncertainties. It is really difficult to perform the entire set of seven days without reason." The above -mentioned blind box operator said.

"Now many 'scalper' will collect hidden high prices for sale. I feel that the package can be returned without reason for seven days. It is convenient to be" ox ". Hidden models will be more easily collected by them. Those who want to buy them can still not buy it." Some players told reporters like this.

In fact, relevant regulations have been introduced. In January of this year, the Shanghai Market Supervision and Administration Bureau issued a notice on printing and issuing the "Guidelines for the Compliance of Shanghai Blind Box Business Activities", which also has similar clauses, stating that "those who sell the entire series of products in the form of all -inclusive forms are clearly determined by the subject matter. , Not a blind box, the operator shall implement the seven days of no reason to return the goods in accordance with the law. "In this solicitation draft, Article 17 states that" sells the entire series of products in the form of all -inclusive forms, and the consumer requires the entire set of returns after demolition. In this way, operators should implement online shopping for seven days without reason to return goods. Blind box operators cannot replace consumers to confirm the session by default. "Slightly different from the specified content.

Some people in the industry have expressed their hope that the drafts of the comments can be widely listened to the sound of the industry, further refine the relevant regulations, and jointly promote the healthy development of the blind box economy.

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