Wen 丨 Shi Zi Yang
On January 3, KFC's official account released a message that it would launch a joint package with the blind box brand Bubble Mart, which contained a DIMO blind box and was shaped as KFC food. It is understood that the blind boxes are inspired by KFC food, including hidden styles.
On the morning of January 5, the family barrel sold by KFC x bubble Mart Dimeo remained hot, and some cities had been sold out in one hour, and the news was on the hot search, causing the attention of netizens. In the related video, there are consumers who set a complete set of co-branded blind boxes, and the single cost is more than 600 yuan. The hidden joint blind box of a second-hand platform has been offered by buyers to more than 300 yuan.
Interface Hainan learned from the KFC Haidian store that the newly launched DIMO family barrel package is priced at 99 yuan, the joint blind box has been sold out on the day of sale, and the takeaway page also shows the words "sold out". The store's duty manager said that there were three boxes of 108 sets of co-branded blind boxes in the store, all sold with packages, which were sold out at 6 p.m. on the same day.
She added that most of the customers who buy the package are nearby university students, and some of them pack a full package to take away. As of about 9 p.m. that night, the clerks of five offline stores, including Pearl Store, Guomao Store and Penghui Store, all said that the joint blind box had been sold out. At present, buyers of platforms such as Dianping and Xiaohongshu have different evaluations of this toy, and most of the negative reviews focus on "feeling unworthy" and "rough toy workmanship". Some netizens believe that the goods in the package are not more than 60 yuan to buy according to the usual activity package, which is not cost-effective enough. In the Weibo blog post in the same city, it can be seen that many people intend to eat at a low price.
"The number is very small, and I heard that some big stores in Haikou can only get five boxes." Wenchang store staff said that in the past, co-branded toys could basically be ordered by themselves, and there was no limit to the number of orders, but the bubble mart co-branded blind box was an exception. At present, this joint blind box only has a certain distribution distribution, except for Haikou and Sanya, the city and county distribution is only one box.
"I didn't buy it late from work on Monday, so I'll come and eat if there's an event." Xiao Zhang, a citizen of Haikou, said that he usually does not buy blind boxes, but the package with toys will consider trying. In the view of Xiao Wu of Hainan University, she will not take the initiative to consume for the sake of a joint blind box, and she will be more cautious than usual in treating such goods.
Not only KFC, but also many new consumer brands have also carried out blind box co-branding in 2021. The resulting changes are already around us.
In the past, package products floating around 100 yuan were not sensitive to increasingly personalized and diversified consumer orders. Selling in the form of a blind box not only matches the demands of the new generation for products, but also launches eye-catching co-branded products at a time when new consumer brands are blooming everywhere, which is indeed a wise move. However, some scholars believe that only from the perspective of protecting the rights and interests of consumers, the blind box product collocation of food needs to be more rigorous, fair and transparent.