On January 12, the China Consumer Association released on its official website "use the" blind box "to induce excessive food consumption, when to resist!" A penny. The article said: Recently, KFC and bubble mart, a blind box seller, jointly launched the "dimoo co branded blind box package", which has aroused consumers' rush purchase and widespread concern in the society. According to the sales rules of this blind box package, if you want to collect a complete set of dolls, you need to buy at least 6 packages, and the probability of rare hidden models is 1:72. To this end, some consumers do not hesitate to spend 10494 yuan to buy 106 packages at one time; In addition, consumers buy "substitute food" services for "looking for children", hire people to buy substitute food packages and get blind boxes, and even throw away endless food directly. I'm not a fan of blind boxes, but I've seen a lot of crazy behaviors about blind boxes in the past two years. The excessive consumption behavior caused by KFC blind boxes is an example. It is understandable for businesses to promote their own products in the form of joint blind box, but as a catering enterprise, using this form of promotion has the suspicion of inducing and misleading consumers to consume excessively, resulting in food waste. It can be said that behind these crazy moves, the food itself has retreated to the second place, and the blind box doll is in the C position. Consumers don't hesitate to spend a lot of money to buy the package just to collect a complete set of dolls. Some are out of love for dolls, and some are because the prices of these dolls are constantly rising in the blind box market, so it is profitable to buy the package. Whether you like it or collect dolls to make money belongs to personal freedom, but if it leads to food waste, it can not be simply explained by consumers' "money and willfulness". Therefore, it is timely and necessary for KFC to use blind boxes to induce excessive food consumption. It is also necessary for the market regulatory authorities to intervene as soon as possible to avoid further expansion of the impact of marketing behavior that is easy to cause food waste. KFC is not exclusive in marketing in the name of blind box. In recent years, all kinds of blind boxes have emerged one after another, which means that "everything can be a blind box": there are "vegetable blind boxes" in the vegetable market, there are "Book Blind boxes" in the bookstore, there are "lipstick blind boxes" in the live broadcasting room, and there are "stationery blind boxes" in the shops around primary and secondary schools The original intention of the launch of the blind box is to make consumers feel more surprised when shopping. However, with the popularity of the blind box and the expansion of the market scale, this game began to taste gradually, and various behaviors of frying the blind box coerced the barbaric growth of the industry. All walks of life take advantage of the east wind of the blind box fever to engage in marketing, but many businesses only take a fancy to the cover of the blind box and privately do business that infringes on the legitimate rights and interests of consumers. For example, some "express blind boxes" sell all inferior or even expired products. Many books in "Book Blind boxes" are pirated, and more are blind boxes as gimmicks to induce consumers to consume blindly, excessively and unreasonably. At present, the blind box has formed a relatively large market and become a common marketing carrier for businesses. There have even been listed blind box companies, and the industry and industry are not large. For the supervision of the blind box industry, it is necessary to further keep up, standardize the field and operation of blind box marketing, and avoid the barbaric growth of the blind box industry. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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