It is worth noting that although it can be seen that many industries are substituting the universal formula of “blind box +”, while they easily gain traffic and attention, the risk of “rollover” is also everywhere: the gimmick is too large and the product itself Lack of practicability, unreasonable prices and serious premiums for some products, more money after consumers become addicted, serious speculation in the downstream market, plagiarism and unauthorized authorization of some product designs.
At present, the traffic password of “Blind Box+” is being abused, and the appearance of all kinds of chaos has violated the legitimate rights and interests of a considerable number of users: “The first draw is only 0 yuan, get on the bus immediately” “5 draws will give you smartcell phone”A rare/epic/legendary item will be released every 3 times”, “100% guaranteed value for money”… Behind these common slogans, there are often false propaganda of blind boxes, inflated prices of goods, and shoddy products, etc. unpleasant sight.
Whether it is consumers or businesses providing services related to blind boxes, it is time to make a change.
As soon as you enter the blind box, it is as deep as the sea, and from then on it is all “great resentment”
From the perspective of the consumer market, the development of “blind box +” related industries can be said to be in full swing. According to the “Post-95 Players’ Hand-picking Power List” released by Tmall International, the number of consumers who spend more than 20,000 yuan a year on blind boxes is as many as 200,000, and some players even spend millions a year to buy blind boxes. .
A group of merchants will naturally follow the trend and start this business of “everything can be blind”: data shows that in 2021 alone, nearly 2,000 related trendy game companies will be newly registered, a year-on-year increase of 228.83%. As of mid-August, the number of newly registered Chaowan-related companies in 2022 exceeded 2,000.
From figures, stationery, beauty, mobile phones, clothing, air tickets, to pets, food, and medicines that may not be suitable for sale in blind boxes, the “blind box +” radiation industry has become more and more extensive, showing a wide range of industries. “Only you can’t think of it, no blind box can’t do it” spectacle. In fact, this model is regarded by many companies as a tool for “destocking”, and it seems to have become a major form of product marketing and promotion in many industries.
But if it is based on word of mouth, there are more and more discussions about the “good pit” of various blind box products on major social platforms.
“Let’s just say that the blind box is too addicting to buy! I didn’t buy it last month, but in June and the last two days, there are more than 60 babies, some of which are really not worth 69rmb. Although I got expensive money It can still be sold, just like a small investment, but a display box of more than 300 is really painful, Bubble Mart quickly lower the price, don’t lick my wool!”
“Vegetable blind box is so pitiful, three tomatoes, one cucumber, five chili peppers, one cauliflower, one bitter gourd, three corns, and a handful of shallots for 40 yuan, and about a few hundred yuan in the supermarket five days ago. I didn’t call me until today, and I was speechless.”
“The blind box of 199 skin care products bought at Deji’s sample store is so pitiful, the makeup egg of the brand I don’t know (very difficult to use, and it doesn’t stick to it and sucks powder), Laneige’s facial cleanser promotion pack (original skin condition) The maintenance is very good, it took me two times to suddenly break out and redden before I found out that it turned out to be a soap base), and a sample of Sulwhasoo’s broken leader can’t be used by me at all, and my poor skin does not know when it will recover.”
The “blind box +” model that consumers complained about
Just as the above-mentioned consumer complaints, the blind box market is full of mud and sand, making “blind box +” related products a typical representative of “IQ tax” in many people’s minds. In the “Special Analysis of Bad Marketing Practices for the Analysis of Complaints Accepted by the National Consumers Association in the first quarter of 2021”, it has clearly pointed out the possible problems of blind box consumption, such as the content of the blind box does not match the promotion, and the quality of the product problems, etc.
Relevant industry insiders believe that the frequent occurrence of such negative information is more worth thinking about. On the one hand, merchants and platforms that want to use the form of “blind box +” should abide by market rules and laws and regulations, and continue to improve products and services. Quality; on the other hand, while consumers are pursuing personalization, they should also consume rationally, prudently and accurately identify product types, service quality, etc., and comprehensively consider their own consumption conditions, so as not to cause losses due to blind choices. .
Staged marketing, abused as a mainstream sales method
Of course, the blind box model was first introduced to the domestic trendy game industry. Although it has suffered a lot of verbal criticism, it is still active in various consumption scenarios such as major shopping malls, retail collection stores, and stationery stores. In other words, even if word of mouth has collapsed, it will not affect the fashion game practitioners who still regard blind boxes as the most important sales method.
In essence, the blind box was originally intended to be an opportunistic transaction of equivalent commodities. In its birthplace, it was a reward mechanism for merchants to give feedback to consumers, but after being introduced into the domestic market, it became a “blind box”. The lottery is a sales routine that can be quickly effective in stimulating purchasing behavior.
It can be said that blind-box consumption generally has gamblers’ psychological “addictions” and unhealthy consumption concepts and behaviors-blind-box consumption is both interesting and mysterious, while blind-box consumption has unknown uncertainties, complete sets of series, randomness. Probabilistic mechanisms and other characteristics are more likely to lead to consumers’ bad consumer lifestyles such as gambler psychology, irrational consumption, comparison psychology, and conspicuous consumption.
Whether it is a fashion game blind box, a card blind box, a ticket blind box, or an e-commerce blind box, under its regular gameplay, a set of dozens of products with different shapes, or high-value products randomly appear in it, as long as you grab it Some young people have the irrational consumption psychology of pursuing novelty, speculation or excitement. When they all start chasing so-called treasures (high-value models), it is only a matter of time before they trigger multiple consumptions.
You never know if the moment the blind box is opened is a surprise or a shock
But it turns out that even if you get multiple collector’s editions, it may just be different in shape, even if the value of the promotional content is high, the actual cost and value are low, and even if you get a high-priced product, it is not practical. . . . . .
Taking the stationery blind box routine as an example, with the popularity of this category of blind boxes, well-known brands such as MINISO and Chenguang have also joined the list of stationery blind boxes. Their stationery blind box products are co-branded with IP such as Toy Story and Disney. The image has attracted the attention of many students. Such blind boxes are mostly combined with well-known comics, novels, animations and other IPs, and are generally organized into a series of products for sale. According to incomplete statistics, a series usually has 8 to 10 models, and only one “hidden model” with a very low probability of winning is set. “.
The morbid state of the “blind box +” industry is also based on this: an unconventional marketing method has been abused to become a popular mainstream sales method in all walks of life.
“In general, people’s blind-box consumption will have a process of rising and falling: in the early stage, consumers’ psychological curiosity is greater than their consumption satisfaction; In the later stage, consumers may feel guilty for wasting social resources and wealth.” As Zhang Weifu, a professor and vice president of Nanjing University of Finance and Economics said, blind boxes are only a staged marketing method, and businesses are best not to In a hurry.
After all, even Bubble Mart, which was successfully listed on the market through “blind box” marketing, only had chicken feathers left after the bubble gradually burst.
The blindfolded “Blind Box+” industry is being reined in
In the face of all kinds of chaos in the blind box market, it can be seen that relevant departments are also actively taking action.
According to media reports, the Chengdu Consumers Association had previously handed over to the Chengdu High-tech Zone Market Supervision Bureau relevant clues about a blind box company suspected of false propaganda, consumer fraud and other illegal acts.
According to statistics, as of February 3 this year, the company had sold more than 280,000 blind boxes through false or misleading descriptions of the probability of winning. Because its behavior violated the relevant provisions of the Anti-Unfair Competition Law, the High-tech Zone Market Supervision Bureau imposed a fine of 600,000 yuan on it according to law, and urged it to rectify.
Measures to crack down on a wider range come from relevant laws and regulations that have been introduced since this year: In January 2022, the “Shanghai Blind Box Business Activities Compliance Guidelines” was released, drawing a red line for blind box operations; in May 2022, Jiangxi Province’s first A compliance guideline for the production and operation of blind boxes was issued; in early August 2022, the new version of the “Regulations on the Protection of Consumer Rights and Interests in Shanghai” was implemented; in mid-August 2022, the State Administration for Market Regulation issued the “Guidelines for the Standardization of Blind Box Business Activities (for Trial Implementation)” ) (Draft for Comments)” (hereinafter referred to as the “Guidelines for Blind Boxes”)…
Nanfang Daily has reported that in recent years, in order to cater to minors, some companies have specially put erasers, correction tapes and other student supplies into blind boxes, using exquisite packaging and trendy IP to attract student consumption. This kind of gameplay induces blind following and repeated consumption, induces some people to become morbidly addicted, and endangers the physical and mental health of minors.
According to the “Guidelines for Blind Boxes” on the official website of the State Administration of Market Supervision on August 16 for public comments, there will be an age limit for purchasing blind boxes in the future. Stores selling blind boxes to primary and secondary school students must obtain parental consent-blind box operators are not allowed to ask Minors under the age of 8 sell blind boxes; sales of blind box products to minors over the age of 8 should confirm that the consent of the relevant guardian has been obtained through on-site inquiries or online identification. At the same time, the blind box operator should remind in a prominent way that minors aged 8 and above should obtain the consent of the relevant guardian to purchase the blind box.
It is worth noting that the “Blind Box Guidelines” put forward targeted requirements for multiple “pain points” in the blind box economy. For example, blind box operators should publicize key information such as commodity names, commodity types, commodity styles, extraction rules, commodity distribution, commodity delivery quantity, hidden money extraction probability, commodity value range and other key information in a conspicuous manner to ensure that consumers know before purchasing. At the same time, it is also proposed that blind box operators shall not induce consumption in disguised form by changing the extraction results through background manipulation and arbitrarily adjusting the extraction probability.
Blind box consumer complaints continue
It can be seen that “the first draw is only 0 yuan, get in the car immediately”, “5 draws will give you a smartphone”, “every 3 rounds will give you rare/epic/legendary models”, “100% guaranteed value for money”… These common false propaganda, The situation that commodity prices are inflated and products are shoddy will eventually be fundamentally changed with the continuous improvement of laws and regulations.