Have you ever heard of a blind box?
Name implies
Just a box that can't see the contents,
When buying,
I don't know what's inside.
Only when the box is opened,
The mystery was revealed.
In recent years, "opening the blind box" has become a new way of playing,
From "Blind Boxes for Toys" to "Blind Boxes for Cultural Relics",
Loved by the younger generation.
There is even a saying on the Internet that "everything can be blinded".
Recently, some book merchants have also followed the trend to play the "book blind box",
For example, the number of books in the blind box is not equal,
What are the specific books,
Consumers only know it after purchasing and opening the box.
Each blind box is priced at tens to hundreds of yuan.
There are also blind boxes of less than ten dollars,
It contained several books.
The reporter's investigation found that
Consumers have mixed reviews of "book blind boxes":
Some people think the value for money is very good,
You can buy a lot of books for less money;
However, there are also readers who reflect,
Most of the books in the "book blind box" are of low quality.
Some books have creases, and there are typos,
It feels like merchants are clearing inventory and dealing with unsalable books.
Someone's blind box,
Lu Xun's "Wandering" and a network writer's chicken soup for the soul were put together,
There are also readers from the theme of "how to deal with the ashes of the enemy",
A copy of "Confession and Repentance Education" was published.
There is no end to learning, and it is beneficial to open the book.
Whether it is to improve the level of knowledge,
Or to cultivate personal cultivation,
Reading is an important path.
But can the "book blind box" really play the above role in the end?
not necessarily!
Reading is a very "personal" thing,
It is related to personal interests, hobbies, experiences, etc.
Some people like literature,
Some people like social sciences,
Some people like novels,
Hobbies vary widely,
The focus of the book selection is also different,
It is difficult for consumers to control what kind of books are in the "blind box".
For example, if you want to buy an economics book,
Maybe got a book to teach cooking;
Want to buy parenting books,
Maybe what you get is a book on construction machinery.
Although stimulating,
But not exactly matched,
It is inevitable that after looking at it, it will be shelved.
Taking up space is also a disguised waste.
Reading starts with choosing a good book.
In a sense,
Sometimes "choosing" is more important than "reading".
If you really have the will to read,
You should start with your personal interests and needs,
Don't take the chance to choose a good book,
Totally to luck.
"Book Blind Box" is ostensibly a game,
In fact, it is a means of promotion.
In the context of the increasing squeeze of the physical book sales space in electronic media,
the combination of book marketing and "blind box culture",
The phenomenon of "blind boxes for books" was born.
Many merchants are selling some bestsellers,
Some unsalable books are also "packaged" and sold.
Some merchants even take the opportunity to sell pirated books,
Regulators should strictly investigate this phenomenon.
Booksellers use "blind boxes" to promote sales.
But the box can be "blind",
The heart of integrity cannot be "blind",
Booksellers should push more high-quality, warm books on the market,
Classified according to the type of interest, reading list, etc.,
Let consumers choose within a limited range,
Can not be arbitrarily "entrained private work",
Using the "blindfold" method makes reading a "big adventure".
Building a bookish society,
Create a good atmosphere for all to read,
If you only rely on the "gambling" and "curiosity" mentality as a support,
"Book blind box" can only be at a certain stage,
Play a limited "drainage" role,
It is difficult to be a sustainable business model.
Practitioners should abandon the "one-hammer trading" mentality,
Excavate new ways of playing books and cultural and creative products,
Continuously upgrade the IP connotation of "book blind box",
Take the season, festival or big event of the target group
Do a good job of phased push planning.
Only rely on quality content and novel ideas,
in order to provide consumers with continuous spiritual satisfaction,
Realization can not only retain surprises, but also bring benefits,
Let the blind box economy get sustained and healthy development,
Avoid falling into the vicious circle of the "short-lived" influencer model.
The eleventh day of the eleventh lunar month
2022-01-13
Source: CCTV