Everything can be "blind"! The hot blind box economy is moving online, and it is more practical
2024-08-22
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Changsha Evening News Omnimedia Reporter Sun Zhanfeng Intern Wang Ruyun
What comes out of the box is no longer limited to figurines, and those who play with blind boxes are no longer just young people. Even the place where blind boxes are opened has moved from offline physical stores to online live broadcast rooms. In recent days, reporters have found that blind boxes are everywhere, from online to offline, from trendy toys to beauty products, from stationery notebooks to digital accessories. This "blind box economy" that uses "unknown" as a selling point and stimulates consumers' inner desire for exploration and curiosity has extended to many variants, and is going further and further and wider.
Phenomenon
The surprise of opening the blind box was brought to the live broadcast room by the anchor
"Congratulations! You can take away 60 little turtles in total!" Ms. Qin, who ordered 9 packs of "Turtle Match" blind boxes in the online live broadcast room, finally reaped a lot of rewards and happily put down her mobile phone.
"I either like these gadgets or I saw someone else buy dozens of them, so I wanted to try them myself, and the price is not expensive." Ms. Qin said that she accidentally clicked into this type of live broadcast room and was "hard-controlled" for two hours. "The strong sense of participation, interactive ritual, and the extra rewards that can be obtained but are uncertain are simply irresistible!" Ms. Qin said.
Indeed, the blind boxes that were once popular in the streets and alleys are no longer limited to trendy toys. Today, merchants have integrated the concept of blind boxes into daily necessities, giving them more practicality and fun. The scene of opening blind boxes has also moved from offline to live broadcast rooms.
"I've watched so many live broadcasts of blind box unpacking. In fact, I'm often attracted by the host's rhetoric." Ms. Qin said that when watching live broadcasts, the host's encouragement and the interaction with other people create a very positive atmosphere, which makes her feel emotionally satisfied during the purchase process. She is willing to pay for this emotional experience. It can be said that blind boxes are a "self-pleasing" product.
investigation
More and more "more practical" products are packed into blind boxes
The reporter found that in addition to various trendy toys from film, television, animation, and game IPs, there are also a variety of practical blind boxes. "There are many types of blind boxes now. Some time ago, I was attracted by a review blogger and bought a blind box of ceramic bowls for 29.9 yuan online. I received a large box." Mr. Li, who loves to watch short videos, told reporters.
Not long ago, Tongcheng Travel launched a 198 yuan air ticket blind box, which allows you to fly anywhere in the country and also includes airport construction fees and fuel surcharges. It was a hot seller on the Internet. "This air ticket blind box is very good. If you are not satisfied with the destination, you can refund the ticket. I won the ticket to Sanya." Ms. Yu, a citizen, said that the air ticket blind box is very cheap and hopes that a double air ticket blind box can be launched in the future so that you can travel with friends.
In addition, blind boxes of leftovers have also attracted many people to try. For example, consumers can find random leftover food in nearby stores on the "Food Magic Bag" mini program, with the cheapest ones costing only a few yuan. There are also blind boxes of long-sleeved shirts for 12.9 yuan, short-sleeved shirts for 19.9 yuan, and sweatshirts for 69.9 yuan on online shopping platforms, and there are even more expensive ones, which can be said to be "everything can be a blind box."
"It doesn't matter whether the blind box itself is good or bad, it depends on whether you think it is worth it." In a Miniso store on Guojin Street, Ms. Wang was holding a blind box and walking towards the cashier. "Every time I open a blind box, it is a new experience, and it feels great!"
remind
Guide "emotional value" and beware of "gambling mentality"
"I just want to see what the difference is between the same blind box of cosmetics worth 19.9 yuan and 199 yuan. Maybe one of them will contain what I like." Ms. Wu, a post-00s, said that buying blind boxes of cosmetics is not only to try new products, but also to enjoy the unknown sense of surprise.
If you draw a blind box you like by "luck", will you be happier than buying it directly? The answer is yes. Reporters found that many consumers are willing to spend money to pursue this unpredictable result and enjoy the fun of trying and exploring. From setting expectations to buying blind boxes and uncovering the mystery, the unknown and mysterious nature of blind boxes attract a large number of consumers. Although buying a blind box is not the same as gambling, the uncertainty and potential "big prize" elements do stimulate consumers' "gambling psychology."
Experts said that the influence of "emotional value" on product sales is unprecedented, and can even directly influence the production and promotion strategies of enterprises. The public should remain rational and stop at the right time in this trend consumption, so as to avoid excessive consumption affecting normal work and life.
