Blind box marketing can not be blindly hyped, and the blind box economy cannot be reduced to a "blind economy".
Someone shouts that life is like a blind box, you never know what surprises will be next, but you can't ignore the side effects of blind box marketing. Under the wave of blind box consumption, there are suspected false propaganda, the goods in hand are inconsistent with the propaganda, and the consumer dispute is difficult to solve. Some local consumer protection commissions commissioned professional testing agencies to test 10 different brands of toy blind box products, and found that 8 of them had safety hazards and the risk of causing children's respiratory tract blockage and causing suffocation. Under the guise of "breaking apart and having surprises", in fact, it may harvest unforeseen horrors.
It has to be mentioned that the "temptation" of blind boxes to minors is deeper. Unpredictability makes people feel fresh and exciting, want to satisfy curiosity; in order to get hidden models, set a complete series, irrational repeated purchases; catering to the "trend" to follow the trend of purchase, can not help but fall into it; merchants deliberately reduce the probability of product extraction, constantly stimulating excessive consumption... Blind box marketing hits the "soft underbelly" of hunting mentality, comparison psychology and so on.
Blind box marketing products, many times not "really needed", just "super wanted". Even some adults cannot make rational consumption choices based on their own economic ability, consumption needs and hobbies, not to mention that minors are not deeply involved in the world, ignorant and ignorant, and simply cannot resist the temptation of blind boxes. Blind box marketing can not "play endlessly", let alone "blind without a lower limit".
To clean up the chaos of blind box consumption, the rule of law means are indispensable. Recently, Shanghai issued the "Shanghai Blind Box Business Activities Compliance Guidelines", clarifying the protection mechanism for minors, requiring blind box operators not to sell blind boxes to minors under the age of 8, and obtaining the consent of guardians for the sale of blind box goods to minors over the age of 8. Blind boxes are not blind areas of supervision, and with the gradual improvement of the protection mechanism for minors, it will certainly provide an important basis for further follow-up law enforcement and strengthening rectification. With the blessing of strict supervision, blind box marketing can enter the track of healthy development.
Artificial scarcity and lottery mode have brought the blind box to fire, but blind box marketing as a creative business model, to obtain sustained growth, the most important thing is to keep the integrity of the business road. In addition to economic interests, social care is indispensable. Striving to achieve a win-win situation in economic and social benefits is the Yangguan Avenue for the healthy development of the blind box economy.
To standardize the operation of blind boxes, Shanghai has taken the lead in the trial, and it is urgent to promote the rational development of the blind box economy nationwide, introduce relevant industry development guidance and relevant legal norms, and through standardized and sustainable rule setting, not only combat the chaos in blind box business activities, but also ensure the long-term development of the blind box industry.
Source: People's Daily News