The stationery blind box consumption should not be "blind"

At the moment of school, students and parents buying learning utensils in full swing is in full swing. As a new pet stationery, stationery blind boxes have become the "good heart" of many people. Not only do students like it, but parents also hope to improve their children's learning interest through blind boxes. However, in the actual purchase process, it was found that there were many types of stationery blind boxes, countless series, and hidden hidden consumption "deep water".

According to observations, the "hidden models" of many stationery blind boxes are extremely low, and some students are purchased repeatedly to collect uniforms, causing waste of stationery. Not only that, the fun of some blind boxes has far exceeded the functionality, making students concentrate on playing artificially without putting their minds on learning, but affecting normal class listening. To this end, the State Administration of Market Supervision recently issued the "Guidelines for Blind Box Business Activities (Trial) (Draft for Opinions)", which is intended to make clear regulations on the content, scope, form, and sales objects of the blind box sales to purify the market environment, and purify the market environment. Protect consumers' legitimate rights and interests.

For stationery Blind Box, because the goods they sell are learned supplies, the sales target is students, so it should be different from other blind box products in specific operations. The first is that learning supplies should be based on learning functions. Although the living standards have improved now, many parents not only pay attention to function when buying learning utensils for their children, but also hope to increase "surprise" by learning utensils and mobilize children to learn enthusiasm. In fact It is also the second to make its real functions retreat. From the transformation of the learning tools to the products with learning, it has a counterproductive effect on students' learning. Human minds are not completely mature, consumer psychology is not complete, and consumer behavior is more likely to be affected by the environmental environment such as classmates, merchants, and media. The pricing is much higher than the price of learning utensils. Many students repeat the purchase of similar stationery to "hidden" with classmates, which causes waste invisibly. At the same time, it also increases the burden of parents, which will inevitably bring some unnecessary family contradictions.

Therefore, in response to the function and characteristics of the stationery blind box, combine the consumer needs of the stationery market, strengthen the supervision and management of the production and sales of stationery blind boxes, and guide the consumption behavior of young people. Specifically, the function of the stationery blind box should be shifted from "playing" to "learning". Focusing on adding traditional culture and other content creation in the stationery itself, or combining some knowledge, history, astronomy, biology and other aspects with the content of the blind box content, the attractiveness of the blind box to find "hidden models" and the learning content are combined. Yu Le, increase the cultural heritage of student through blind box consumption, and enhance the literacy of learning. Limited to reduce the duplicate purchase rate, and at the same time, it also allows students and parents to have psychological expectations for blind box expenditures before purchasing to avoid blindly following the trend. Third, we must continue to optimize the order of blind box stationery market. Due to the "blind" point of the blind box, some manufacturers put the unqualified products and "three" stationery into it in order to make huge profits and cause harm to the physical and mental health of young people. At the same time, the "premium" behavior of some illegal vendors' own "premiums" is rectified to purify the stationery market environment of the blind box.

It is undeniable that the "blind box" "blind box" brings novelty and excitement to consumers, but it also increases potential consumption expenditure and even waste. The stationery Blind Box is a student -based learning supplies. Its main function cannot be taken over by the noise because of "playing". Although it is more attractive to play in addition to learning, it is better to inspire interest. Perhaps the welcoming of students and parents may be the original intention of the stationery blind box, but how can the border between the two grasp, especially the stationery blind box as one as one as one How to combine consumer goods, how to combine education and fun in development and consumption is a common problem in front of merchants, students and parents. Because of this, relevant departments, media and industry organizations need to correctly guide and effectively supervise the consumption of stationery blind boxes, so that the consumption of stationery blind box consumption is no longer "blind".

(Author: Yi Shaohua, a researcher at the Institute of Finance and Economics of the Chinese Academy of Social Sciences)

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