Bubble Mart is complained for the secondary product, and the blind box economy must be more rational to stimulate

Future Network, Beijing, September 23 (Reporter Wang Junwei, a reporter from Lu Haojing) "A blind box was opened on the spot in the bubble Mate physical store. When the combing of the baby's head was broken, the mood was immediately uncomfortable. 30 working days are changed. After a week, I went to the store to ask if they arrived, but I was told that I hadn't arrived. The happiness of opening the blind box was really destroyed! "A netizen named" M daily " Share on the platform.

Recently, due to the several disabled products, the blind box giant "Bubble Mate" was collectively complained by consumers, which aroused heated discussion and widespread attention from "blind box fans". When the "surprise" of the blind box is destroyed by the flaws, the user experience becomes worse, can it also lead the fashion to the young people to pay for the fun of the blind box?

Can the disabled in the secondary product repeatedly, can the blind box still "surprise"?

On September 14, consumers Huang Lan (pseudonym) and other consumers launched a collective complaint on Bubble Mart on the Black Cat Complaint platform. As of September 21, the number of collective complaints has reached 68 in just one week. Consumer complaints are mainly concentrated in "sale of disabled products" and "problems cannot be resolved".

Picture source: Consumption supply for the bubble Mate doll with obvious scratches

Picture source: Black Cat Complaint Platform

According to Huang Lan's complaints, on February 18 and September 7, the DIMOO coffee coffee frozen rabbit, cherry fruit jelly rabbit, caramel pudding rabbit, he found serious flaws after receiving the goods. The flaws are manifested in the connection of the glue marks, the connection of the mixed color part, the serious scratches, and the inconsistent physical and the publicity pictures are inconsistent. Huang Lan also said that he had no response for three days of repairs, and the Bubble Mart customer service answered the remake, and did not solve the substantial problem.

In fact, Bubble Mart was not a case by consumers for product quality problems. After searching the black cat complaint platform, the reporter found that as of now, the number of complaints against Bubble Mate was 371 this month, and the cumulative amount of complaints was as high as 9,346. In addition, the reporter on a social platform with "Bubble Mart's complaint" as a keyword search, with more than 100 related notes.

Picture source: Black Cat Complaint Platform

In the future, reporters of the network found that consumers' complaints on Bubble Mart are mainly concentrated, "selling residual products and defective products", "retreat, replacement difficulty", "refusal to perform the three contracts", "late", "late" Do not issue invoices late "and other aspects.

In response to consumer complaints and more concentrated issues, in the future, reporters interviewed Bubble Mart by phone. The staff said, "These dolls produce bumps during transportation, which is inevitable. When defects, consumers need to send pictures to the staff of the purchase channel to make a judgment, and then make a processing. If the staff confirms that there are defects, they can provide consumers with after -sales service. The specific solutions should be based on customer demands, such as some meetings. Retreat to the warehouse for replacement. Generally, the after -sales processing time is confirmed within 15 days. "

The "blind box" economy must be stimulated, and it is necessary to consume rationally

Since its establishment in 2010, Bubble Mart has gone through 12 years and has become a brand of young people. On November 22, 2020, Bubble Mart International Group Co., Ltd. was listed on the Hong Kong Stock Exchange. However, the good times did not last long. One and a half after listing, the stock price of Bubble Mart fell from the highest point to 80%.

On August 25, Bubble Mart released the financial report in the first half of 2022. Data show that the growth rate of revenue slowed from 116.75%in the same period last year to 33.1%, and the gross profit margin decreased from 63%in the same period last year to 58.1%. Affected by multiple cost items, the net profit of Bubble Mart in the first half of the year was 333 million yuan, a year -on -year decrease of 7.2%.

In recent years, the "blind box" economy is hot in the consumer market, because of the surprise and value -added brought by the uncertainty of blind boxes, which has made it highly sought after. This "spending money to buy surprise" consumption boom has also made many merchants organic.

As a head enterprise of the blind box economy, the business condition has shrunk rapidly in the past year or two, does it mean that the blind box economy has changed from prosperity to decline?

The unknown experience is indeed fresh and even a little stimulating. Such freshness and excitement are easily addictive. This is also the fundamental of the "blind box" economy. However, the addiction brought by these freshness and excitement is also easy to make people irrational consumption.

On the one hand, the over -marketing of a blind box merchant is behind the low cost. The phenomenon of "cost of nearly a thousand yuan dolls is only 30 yuan" has emerged endlessly. On the one hand, it is consumer impulse consumption. "In order to draw hidden models, spend more than 10,000 yuan crazy to buy 106 blind boxes."

On August 16, the website of the State Administration of Market Supervision and Administration issued a notice on the public solicitation of the "Guidelines for Blind Box Business Activities (Trial) (Draft for Opinions)".

The guidance of the request for seeking opinions is clear that the blind box operator shall not sell blind boxes to minors under the age of 8, and sell blind box products to the 8 -year -old and over minors. In addition, it is not allowed to implement illegal acts such as price, raising prices, and price fraud in accordance with regulations, and shall not engage in gambling activities in disguise in the name of blind boxes.

Some people in the industry say that the blind box economy has stimulated people's excitement of unknown, but it is also necessary to restrain this excitement and stimulus. Returning to rational consumption is the long -lasting movement of the consumer market and consumer behavior.

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