The KFC blind box was hyped, the second-hand price soared 8 times, and the hidden version was as high as 800 yuan

Today, the news of "KFC blind box second-hand price soared 8 times" rushed to the hot search.

On January 4, KFC launched a joint blind box with DIMO. This little boy with clouds on his head, Dimeo, is one of bubble mart's five most popular head IPs. Just buy a designated package worth 99 yuan at KFC and get 1 blind box.

It is reported that the blind box activity jointly launched by KFC and Bubble Mart is mainly concentrated in first- and second-tier cities, and only flagship stores are eligible to participate in this activity. The number of each store is limited, 36, the price of each package is 99 yuan, and a doll will be given away randomly in one package, so many people buy the whole package for dolls. Half an hour after the event went live, all the places were sold out and would not be replenished.

The RMB99 package includes 3 Pepsi Cokes, 1 serving of Small Chips, 1 Old Beijing Chicken Roll, 1 Spicy Chicken Leg Fort, 5 Golden Chicken Nuggets and 2 Portuguese Egg Tarts. Seemingly very sincere to buy a package to send a blind box, in the eyes of the vast majority of fans, is to "buy a blind box to send a package", this package is limited to a total of 263880 copies nationwide, and the probability of hidden money to buy is 1/72.

Limited people are crazy, want to all collect the launch of the 7 image dolls, at least to buy 7 sets of "bubble mart barrels", a total of 693 yuan, the premise is that you are lucky enough, seven consecutive draws can not be repeated at all. As a result, the KFC blind box has continued to be hyped, scalpers, "professional eaters" have come on the scene, and a huge "fried doll group" has been derived, which has also caused a lot of controversy.

According to the "Securities Daily" report, an idle fish seller revealed that he just sold one set at a price of 750 yuan yesterday, and now there is only one last set left. For the blind box source channel, mainly from friends who work at KFC.

On the second-hand platform Idle Fish, the price of a set of KFC blind box dolls was speculated to range from 600 yuan to 800 yuan, and the single price of some hidden models was as high as more than 800 yuan, up 8 times from the original price.

On social platforms, some bloggers posted "chicken bills" and spent a one-time investment of 10,494 yuan to buy 106 packages. It is precisely for this reason that professional substitute eating has become popular again. For example, a professional substitute eater put out a slogan in the circle of friends: Blind box to you, calories to me!

According to the "Securities Daily" report, an analyst who pays attention to new consumption said: "On the one hand, the brand cooperated by KFC is Dimo, one of the six hottest IPs under Bubble Mart, and the audience itself is very large; on the other hand, the supply of this package is limited, and in the case of undersupply, its price in the second-hand market naturally rises." ”

"Most of the established catering brands, including KFC, have been affected by young brands in the new consumer era, and although there are no new forces that can shake the status of Western-style fast food such as KFC and McDonald's, the latter are also actively and urgently exploring 'rejuvenation'." The above-mentioned brokerage analysts said that the joint blind box marketing is a new attempt, which may be controversial, but only from the marketing level, it has indeed achieved a successful "breaking the circle".

(Titanium Media App Editor Wu Maple Leaf Comprehensive From Securities Daily, China Fund News)