In recent years, the blind box has become a new favorite of consumers. From the mining of upstream designers, to the operation of midstream IP (intellectual property rights), to the downstream blind box sales and the promotion of trendy play culture, the new consumption trend driven by the "blind box economy" is beginning to take shape. At the same time, problems such as "routine" marketing occur from time to time, and "blind box economy" cannot develop blindly. Open the e-commerce platform, and there are all kinds of blind box products. In the blind box boom led by tide play, cross-border new products frequently appear. From the traditional tide play blind box stores to the book blind box, stationery blind box and digital blind box in the market, the "blind box economy" has developed rapidly and has great market potential. In addition, on the social network platform, videos about the experience of unpacking, evaluation and "box drawing" of blind boxes continue to be popular, and the social circle of blind boxes is being established. Why is a small blind box so attractive? Strong surprise, strong social attributes and strong premium are considered to be the main reasons for the popularity of blind boxes. Different from other trendy game categories, the starting price of the blind box is not high, and the method of drawing the box is more interesting. When the box is opened, it comes with a strong sense of surprise and strong social attributes. When the hidden money with a very low probability is drawn, it can reap higher income than the commodity value, which makes the blind box widely popular and harvest a large number of fans. With the rapid development of "blind box economy", related problems also occur from time to time. For example, businesses are over marketing and consumers are prone to "addiction"; The merchant is suspected of false publicity, and the goods received are inconsistent with the publicity; The product quality is difficult to guarantee, and there are fake and inferior products and "three noes" products; Consumer disputes are difficult to resolve, and after-sales service needs to be improved... Many consumers are "routine" by blind box. "Blind box economy" cannot be developed blindly. At the beginning of 2021, the China Consumer Association reminded sellers to abide by the code of conduct when selling blind boxes, and consumers should buy blind boxes rationally. In May 2021, the China Consumer Association once again reminded people to be cautious about buying blind boxes for air tickets and criticized the marketing form of pet blind boxes that violated public order and good customs. In January this year, the China Consumer Association named and criticized the blind box launched by a business as suspected of inducing consumers to consume excessively. In view of the problems existing in the "blind box economy", the Shanghai Municipal Bureau of market supervision formulated and issued the compliance guidelines for blind box business activities in Shanghai, requiring that the selling price of a single blind box generally does not exceed 200 yuan, blind box operators shall not carry out hunger marketing, and blind box operators shall not sell blind boxes to minors under the age of 8 weeks, When selling blind box goods to minors over the age of 8, the consent of the guardian shall be confirmed through different ways such as online and offline. Blind box is a kind of commodity, which ultimately depends on quality. Blindly relying on over marketing and hunger marketing is not a long-term solution. The "blind box economy" should be innovated and standardized. Returning the blind box to the track of standardized growth is the real way out for the "blind box economy" to achieve sustainable development. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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