How far can I go to the blind box of "Circle"?

Today's topic: Blind boxes are the popular industries that have been popular in recent years, including the continuous heating of blind boxes such as tide -playing, cultural and creative, food, and clothing. It was exposed: luggage blind boxes, pet blind boxes, Zhang Guanli wearing blind box ... Although not all netizens broke the news to be finally confirmed, the network blind box was really good and bad, and the fish and dragons were mixed. shadow. So, is it "busy" to expand the market, or is it "blind", where is the future direction of the blind box? Let's talk about today.

Blind boxes are also paid for "collection", legal is the bottom line

In fact, many things are similar to blind boxes. From a young age, they have a simple noodle card, and now they eat children's sets of toys. The collection of collections has always existed in human nature. There are different items collected by people in different ages. From antiques, stamps to shoes, watches, to Lego and Blind Box, but they have common characteristics, they are "burning money". Otherwise, there are tens of millions of golden people, and the collection habit accounts for half.

Most of the popular blind boxes are currently sold for dolls. It may be peripheral products of animation, games, and film and television, or it may be a separate role. Under normal circumstances, a hidden model will be equipped in a set of blind boxes, and the probability is not the same. And this is why the unit price of blind boxes is not high, but it still costs money. Because consumers will continue to buy and buy the probability in order to draw the hidden models, the enthusiasts spend thousands of yuan at one time to satisfy the psychology of the hidden model.

In theory, each consumer has its own consumption limit, so it is difficult to continue to purchase. And the so -called "tide play" update speed is no less than that of the powder circle to change idols. Therefore, the people who just came in in the blind box gradually came up and couldn't stop; but the people who played enough could return the pit and love to disappear from here. Perhaps for some people to burn money for the so -called "collection", but as long as this purchase behavior is legal and consumers have the ability to pay for it, then such consumption should be respected. Of course, legal compliance is the bottom line of the blind box market. Commentator Xu Xiaomeng

Blind boxes in the second -hand market, be alert to irrational consumption

Because I do n’t know what the box is installed, it has aroused curiosity -for many people, the existence of blind boxes is like this. In addition to the collection of some consumers, the series and hidden blessings are given. Obsessive -compulsive disorder collectors have brought many "sense of security".

The economy of the blind box has made many merchants start a joint event. It was difficult to find a box. Some blind boxes were even hung on a second -hand platform for sale. Some of these blind boxes were priced at 50 yuan, or even higher. Collect a set of hundreds of dollars, and there are even half of the income for crazy people. This is all irrational consumption. Behind some non -normal popularity, there are also hidden figures.

The blind box should continue to go on. The chaos of the second -hand market is not only to deal with the regulatory authorities, but also the merchants should also avoid using various gimmicks to induce consumption, let alone indulge in buying and scalper to disturb the normal purchase channels. Healthy development can go further. Commentator Xu Yue

Don't let "everything can be blind box" into a blind obedience to creativity

"I went to the familiar store again today." "Taking the hidden model" ... Once upon a time, the blind box made many consumers crazy from online. The "blind box" starting from the toy originally increased the psychological stimulus to the buyer through randomness, thereby causing repeated purchases. Uncertainty and "cute" appearance, a series of packaging design, has made it a hot industry that lasted for many years. But now seeing "everything can be blind boxes", not only some consumers express their mood without fluctuations, but also faintly have a sense of boredom: put a bunch of toys that are not related. Box? In the blind box is a product of clear inventory or even spoofing. Is such a blind box that surprises or scared?

Everything can be a blind box, which is the scarce of words, and the scarcity of creativity: a nest puts a lot of goods on the gimmick of "blind box", which not only loses the new meaning and vitality at the beginning of the birth of the blind box, but also allows consumers to face it to face The blind box that can be seen everywhere is at a loss. From the perspective of the operator, if you do not have your own innovation and do not pay attention to independent development, and blindly follow the blind obedience creativity and conceptual points, it will gradually make the so -called "blind box" industry gradually mediocre. What is even more terrible is that if a leaf is eye -catching, only the blind box is eye -catching, and the red line of morality and regulations is ignored. This kind of blind box will also face market and legal risks. Don't let the blind box blindly become blind and blind. The vigorous development of a healthy blind box is willing to see companies and consumers. Innovative design, and enhance the core competitiveness of the product, can the blind box market go longer. Commentator Xue Bei

From the niche to the public, the blind box market cannot develop "blindly"

Is "toy" a child's patent? Adults are also in love with "toys", but "toys" derived more attributes. The popularity of blind boxes, art toys, etc. made "tide play" from niche to the public. "Tide Play" refers to trendy toys, including art, design, sculpture, animation and other concepts, and it is also a new business format combining "tide products"+"gameplay". Among them, the most well -known is the blind box. In the opaque small box, placing different products can be drawn all the luck, so "all things can be blind boxes", the blind box economy has risen rapidly.

Some cross -border blind boxes such as air tickets, food blind boxes, hotel blind boxes, etc., have turned the so -called "blind box" into a carrier. Consumers want the discounts of fun and discounts. But in fact, the attractiveness of blind boxes to people is not only staying on the product attributes, but a consumption stimulus that can "unveil the mystery". Opening the box may be a rare hidden model, or the existing fixed model, randomly harvests higher than expected surprises, or below expected disappointment. The reason why the blind box is "out of the circle" is not only fun, but also because of the additional social attributes. The complicated online marketing methods are constantly "brushing the presence" of the blind box. When colleagues or friends around you are discussing the blind box, you may also be affected and try to buy slowly. The process of sharing, discussing, and exchange of players also meets the interactive experience of the blind box. Many blind boxes will create a "series" concept, setting one or more "hidden models" that are difficult to get. In order to be able to draw hidden models with collective value and second -hand market transaction value, you may buy it repeatedly. What's more, any new model is directly "whole box", "blind" consumption, gradually "addiction", falling into the trap of hungry marketing of merchants.

At present, buying and sharing blind boxes have become a new wave of consumption. Merchants from all walks of life find that the blind box market is favorable. They all hope to divide a share. There are many consumer fields such as beauty, stationery, books, and many other consumption fields. Behind the blind box "barbaric growth", the industry chaos is increasingly prominent. Some consumers said that the price of commodities is low, the induced consumption, and poor product quality occur from time to time. In January of this year, Shanghai took the lead in the "Guidelines for the Blind Box Business Activities" in Shanghai, requiring the actual value of the product in the blind box to be basically the same as its selling price. The operator shall not sell to minors under the age of 8. At the same time, blind box operators are required not to carry out financial marketing, and they must not be involved in the market -based market behavior.

The "tide play" represented by the blind box moves from the niche to the public, and the development direction is still being explored. As a commodity, ensuring product quality is the most basic requirement. If the product itself does not have a strong competitiveness, just want to have the marketing popularity of blind boxes, it will inevitably lose the market and word of mouth. Although false publicity and over -marketing can make a profit for a while, it is easy to consume the trust of blind box players, which is not conducive to the long -term stable development of the industry. Relevant departments should also increase the supervision of merchants while guiding consumers to establish a correct outlook on consumption. The blind box market cannot develop "blindly". Commentator Jiangyin

Moderator Xue Bei

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