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Blind box fire, cross-border non-fashion brand mania
“Life is like a box of chocolates. You never know what the next flavor will be.” It seems that using this line from the movie “Forrest Gump” to describe today’s hot blind box culture couldn’t be more appropriate.
A few days ago the “blind box first stock” Bubble Mart was launched. The national culture of the burning blind box has swept away not only toy brands, but traditional catering, home and electronics brands as well.
The blind box mode is not Bubble Mart’s first. As early as the 1990s in Japan, this “lottery” style of selling has attracted many players. As a childhood memory for many generations born in the 1980s and 1990s, Pokémon began issuing “trading cards” as early as 1996. Nintendo of Japan used Pikachu, Little Fire Dragon, Jenny Turtle, and other well-known Pokémon images. Printed as cards for sale, so players are eager for it. Each card pack is opaque, there is a fixed number of random cards inside, there are basic models, and there are limited models. Fans generally set a “small goal” to collect the basic cards first and then upgrade the goal to collect limited money.
In July 2020, Xiao Huang Ren once again teamed up with McDonald’s to launch the Xiao Huang Ren Blind Box series, a complete set of 70 models, as before, only give away, do not sell, every time you buy a “Food of Paradise of the Children “you can collect a Xiao Huang Ren Blind. box. The toy form of the blind box cuts across all ages and occupations, including primitives, pirates, soldiers, guitarists, boxers, etc. The blind box packaging of the big-eyed child, plus the little doll inside, does not know how many adults have eaten a portion of the children’s meals.
In August 2020, on the occasion of Xiaomi’s 10th anniversary, Xiaomi released the commemorative blind box doll “Friends from the Future Series”. The protagonist is My Rabbit, with a total of 9 styles. The whole series is a story about exploration. A stellar warship of the future, “One Forward”, has 9 crew members, equipped with unique abilities and performing their duties, traveling between galaxies to explore the unknown world together.
In December 2020, IKEA launched the Bjorn Bear Christmas Limited Blind Box. The doll comes from the classic IKEA Bjorn Bear plush toy. As a home furnishings brand, IKEA blind boxes also have practical attributes. The five models, including 4 bears and 1 hidden model, are: pen insert, note, cork, gift box and key ring. You can get it for free after spending a certain amount in the store, and you don’t need to spend extra money to buy it.
While Starbucks cups became popular, many peripheral toys were also introduced. This year’s Christmas Blind Box series takes Starbucks bear as the lead, dressed up as Santa Claus, moose, snowman, etc., which is pretty naive. However, the “blind bag” launched by Starbucks at the same time found complaints. A popular Internet video showing consumers unpacking Starbucks blind bags showed that three 358 yuan worth of blind bags contained the exact same “excess” products. Many netizens wondered if this is a surprise or an inventory sale.
Besides dolls, brands that are truly “unmatched” with Chaowan will also make a fuss over the contents of the blind box. For example, after the launch of 56 ethnic cans in 2019, Wangzai Milk has launched another 25 professions this year. tank. There are common mass occupations such as chefs, hairdressers, scientists, and teachers, as well as hidden niche occupations such as esports players, breeders, and charterers. Today, Jinshang Fresh Blind Box has opened a giveaway to send the benefits of the blind box during the live event. The blank box contains crayfish, pepper chicken or gluttonous bullfrog. What you eat depends on your luck. These new cross-border products have also helped companies gain a lot of popularity.
However, with the launch of Bubble Mart, the controversy caused by the blind box model has again attracted attention. Because players have to keep trying their luck, there is a very small probability of receiving hidden models, resulting in a large number of repeated styles and hidden models due to shortages, the price is also increasing, and the price on the platform Second hand can skyrocket up to thousands of yuan. “Industrial assembly line products” have soared to skyrocketing prices, what rational users refer to as “CI tax.” Therefore, buying blind boxes is fun and requires rationality.
Text / Reporter Chen Si
