National supervision will visit the "red line" of the blind box market: consumers are most worried about after -sales

The intersection of the intertwined point of the blind box has a fun and mysterious product that has swept the market and sucks countless fans in recent years, but the booming "blind box economy" has also triggered many problems such as excessive consumption and comparison.

Recently, the State Administration of Market Supervision and Administration issued the "Guidelines for Blind Box Business Activities (Trial) (Draft for Opinions)" (hereinafter referred to as "Draft for Opinions"), and it is planned to make regulations on the content, form, sales objects of the blind box sales. And publicly solicited opinions from the society. Among them, "food, medicines and live animals shall not be sold with blind boxes", "not allowed to sell blind boxes to minors under 8 years of age", "hidden models should be publicized by publicity" and other content have attracted attention and discussion.

What is the current situation of the blind box sales market? What is the attitude and response of consumers and merchants to the new regulations? What are the opinions and suggestions of experts? Xinhua Daily · Jiaojiao reporter conducted a visit.

Opinion draft:

Blind box will say goodbye to "barbaric growth", and multiple terms have caused discussion and attention

The fun of dismantling the blind box has become a trend of young people, but "all things can be blind boxes" have also caused a lot of controversy, especially the "pet blind box" that previously used live animals as the main body of sales made many people shout "unacceptable". The reporter noticed that the opinion draft released this time proposed that drugs, medical devices, special cosmetics, toxic and harmful items, flammable and explosive items, living animals, no expressware, food, etc. Products with strict requirements such as management and other aspects shall not be sold in the form of blind boxes.

In response to the phenomenon of being easy to buy blind boxes in the young minor, the opinion draft intends to stipulate that 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. Blind box operators shall prompt a significant way to indicate the consent of the relevant guardian when buying a blind box for minors.

Consumers are already very familiar with "seven days without reason", but online channels are gradually becoming mainstream. Is it applicable to buy blind boxes online without reason to return the goods? In the opinion draft, the blind box operator fully notified the prompts and confirmed by consumers, and the blind box products sold in the form of the Internet may not apply for no reason to return the goods for seven days. However, if the entire series of products are sold in the form of all -inclusive form, if the consumer requires the entire set of returns after demolition, the operator shall implement the seven days of online shopping without reason to return the goods.

Many young people snapped up while talking: when they entered the blind box, they were like the sea, and they often became "unjust." The opinion draft also plans to stipulate that the blind box operator shall make the name of the product, the type of product, the product style, the drawing rules, the distribution of the product, the number of commodities, the probability of the hidden model, and the scope of the product value. Know before buying.

It is worth noting that this is not the first time in China to operate a "red line" for blind boxes. In January of this year, the Shanghai Market Supervision Bureau issued the "Guidelines for the Compliance of the Blind Box Business Activity" on the price system, drawing rules, and after -sales protection of the blind box to provide a reference standard for the blind box operation activities. Development guide.

Visiting:

Merchants have made more prompts for minors, but it is difficult to implement

On August 19, the reporter visited a number of shopping malls near Nanjing Xinjiekou and found that many stores sold blind box products, and most of them were located in more prominent locations such as the first floor, second floor and near the subway entrance.

In a shopping mall on Zhongshan South Road, the merchants have already set up a brand of product purchase notes such as the Blind Box display cabinet, and specifically indicate that minors need to buy them without the consent of the guardian. Some merchants also say the slogan "Caring for love for minors is responsibility".

The reporter picked up a blind box and found that the manufacturer marked the number of hidden models and the probability of hidden models on the side of the box and the probability of hidden models. Most products indicate that "this product is only applicable to people 15 and above" on the packaging, and some products are marked with small parts in the inside of small parts to warn too much consumers.

The reporter saw at the scene that most minors bought blind box products with the guardian's company, but they would not pay special attention to the prompt of buying age restrictions on the product packaging when they purchased. For young consumers such as elementary school students, merchants have not made necessary inquiries and reminders when receiving money. The current offline automatic vending machine has not found methods to identify minors under the age of 8. Some netizens also think that it is difficult for automatic vending machines to implement the regulations on the age limit of purchasing.

In addition, although online flagship stores will also show the applicable age of the product, there is no need to enter the age when purchasing, and there is no obvious pop -up window prompt. When buying a blind box product with a pumping machine applet, the purchase notes at the payment interface will remind that consumers under the age of 8 years must be accompanied by the guardian's consumer behavior of all consumer actors.

A elementary school student who was buying a blind box told reporters that she just bought one or two blind boxes of toys. She would not be too entangled if she didn't get the one she wanted. The parents on the side said: "Every time I bring a child out to play, I will buy one or two for her, and I will not buy too much." Young people over the age of 20 are mainly, "there are very few elementary students, and about 90%of the coming to our store are college students." sound:

The "opinion draft" is not high, and the headache is more headache than the hidden model.

During the reporter's visits, the time of the new product sale of a weekly play shop was launched every week. Many consumers gathered in the store, buying blind box products, and exchanging the experience of "drawing boxes". When the reporter asked them their views on the "opinion draft", most consumers said they did not know the relevant information.

Many consumers think that their consumption is relatively rational, and they will buy blind boxes within their own economy tolerance. A senior blind box player Xiao Guo told reporters that although she enjoys the fun of dismantling the blind box, she will only buy a blind box she likes, and will not deliberately pursue the hidden model.

However, there are not a few young people who are "above". Some hidden blind boxes will be more than ten times the price of ordinary models on the second -hand platform. College student Xiaoying admits that she will consume irrational consumption in order to draw hidden funds. "At that time, I wanted to hide the models. I had drawn 16 blind boxes in a row and didn't get what she wanted." Xiaoying told reporters that she bought the hidden blind box she wanted on a second -hand trading platform. "At that time, the money I spent was enough for me to buy two hidden models."

Compared to the hidden model, making the blind box consumers more "headache" is the after -sales problem of blind box products. When Xiao Zhang's offline store dismantled the blind box, he encountered the quality of the product. When she communicated with the clerk and wanted to change a new one, she was told that the offline stores had no spot, and they had to contact the online customer service to exchange. The process of online replacement was not smooth. At first, she did not make a clear face of the product, and was informed by the merchant to re -review. After a few hours taking a good photo of Xiao Zhang, the system told her that she would come to pick up the goods soon after passing the audit. "As for when they send me the new one, I don't know."

When buying a blind box product through online channels, the reporter found that many merchant products on online blind boxes still do not support seven days without reason to return the goods. At present, most of the seven -day return of non -blind boxes such as cups and mobile phone cases are supported.

When the reporter mentioned the "all -inclusive form of selling the whole series of blind boxes for seven days without reason" in the "Solicitation of Opinions", many consumers were surprised: "This must be a good thing, but it still needs to be implemented. More people know. "

expert:

With the law, it can make the blind box industry sustainable development

"Blind boxes are not new things. In ancient China, dumplings that were stuffed with coins in the Chinese New Year can also be regarded as a" blind box '. However, after the "Z generation' grew up, China's blind box products were due to the scale. The development of Hua has become an industry. "Guo Xinru, an associate professor of the School of Journalism and Communication of Nanjing Normal University, and a researcher at the Yangtze River Delta Cultural Industry Development Research Institute of Nanjing University.

Guo Xinru analyzed the reasons why the blind box industry was booming in the past two years. She said: "The popularity of the blind box market reflects the longing and pursuit of young consumers for a better life from a certain level." She believes that uncertainty is the reason why young people like to "play blind boxes". This uncertainty will bring surprises and expectations to consumers, and seize the consumer's strange psychology. Taking the hidden blind box products will bring consumers with expected consumption pleasure. At the same time, the uncertainty of blind box products will also increase consumer purchase frequency, making it easy for buyers to consume "addiction".

The hidden model of the blind box is a scarce version set by the merchant, which will further strengthen the investment attributes of the blind box commodity. On the second -hand platform, some hidden blind boxes can even be sold to several thousand yuan. "The scarcity of hidden blind boxes also makes it a show off product, which further strengthens its social attributes. Some young people's consumption demand for hidden blind boxes is to meet their emotional needs."

The booming development of the blind box industry has also brought some social problems. In the era of mobile Internet, the market size of blind boxes is expanding rapidly, but supervision has lagged behind industry development to a certain extent. "There is no problem in marketing according to the psychological needs of consumers, but to allow consumers to have continuous curiosity and expectations, more relying on the quality of the product itself and the shape of the brand. Only in this way can consumers have sustainable demand. "At the same time, Guo Xinru believes that the state proposes relevant opinions to regulate the blind box market. This point of selling blind boxes' means that the relevant departments have realized these invisible social problems. "

At the same time, Guo Xinru also pointed out the sexuality of the manuscript of the comments. For example, selling blind box products to minors at the age of 8 and above needs to obtain the consent of the guardian. "A similar approach is very humane, and it does not directly erase the consumption demand for blind boxes of minors over 8 years old, which is also conducive to maintaining the sustainable development of the blind box commodity market. It can be seen that the relevant opinions are flexible."

Xinhua Daily · Jiaojiao Reporter Gao Ning Zhang Jieru Huang Huan Intern Li Wenyu

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