When will the chaos of "blind box marketing" end? How to manage effectively becomes the key

<热点回顾>

On January 4, a certain Deji linked up with other brands to launch the "A Blind Box Package" on the market. Consumers can get a blind box for every 99 yuan family barrel package purchased in a Deji flagship store. The blind box series contains 6 regular and 1 hidden version, and the probability of hidden models appearing is 1:72. In order to collect a complete set of blind boxes, consumers not only snapped up KFC packages, but also related topics such as "the second-hand price of a certain Deji blind box soared by 8 times" and "substitute eating" were also quickly listed on Weibo hot searches, causing widespread concern in society.

<热点剖析>

1, the reason why the blind box is hot

(1) Artificial scarcity.

The formation of scarcity on the one hand is the control of the supply of the merchant, such as the restriction of the supply of a hidden money, on the other hand, the marketing of the merchant and capital. For example, some merchants will promote the second-hand market of blind boxes hidden or the high transaction price model of the recycling market to create wealth stories, attract traffic, and "plant grass" for consumers. Therefore, scarcity is the result of the efforts of merchants at both ends of supply and demand.

(2) Set the lottery mode to induce consumption.

The lottery model is the oldest way to motivate, whether it is the "Water Margin Card" in the crisp noodles or the Japanese gacha, it follows this pattern to guide consumers to buy.

(3) Grasp the psychology of "uncertainty pleasure" and "gambling".

The biggest selling point of blind box marketing is a kind of "uncertain pleasure". The momentary joy and sorrow of opening the blind box has become a pleasure that goes beyond the product itself. In life, the marketing of blind boxes has also appeared the shadow of "gambling". In order to win the "bigger bet", "12-year-old girl spends tens of thousands of blind boxes in three days", "Beijing couples spend 200,000 yuan to buy blind boxes for 4 months", "60-year-olds spend 700,000 a year to buy blind boxes"... Whether it is to complete the set or to draw the jackpot, many people bet on a probability. However, it is these arbitrary numbers that the merchant manipulates, and it is the addictive mind that stirs up the mind.

2. Problems in blind box marketing

(1) The blind box has a strong information asymmetry.

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.

(2) Induce irrational consumption.

Blind box marketing products, many times not "really needed", just "super wanted". 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.

3. How to promote the healthy development of the blind box economy?

The biggest charm of the "blind box" is uncertainty, and the biggest problem is also uncertainty. This uncertainty cannot become a trap for businesses to hype speculative psychology and trigger irrational consumption. If the blind box becomes a tool for money and an inferior carrier, then the so-called market prosperity is just a bubble, which will disappear in the sun sooner or later. To promote the healthy development of the blind box economy, the government, enterprise consumers and other multi-subjects should work together to increase supervision, standardize sales behavior, advocate rational consumption, and let new forms of consumption show new vitality.

(1) Increase supervision and regulate market order.

Establish a blind box economic supervision and management leading group, jointly with the Development and Reform Commission, the Market Supervision and Administration Bureau, the Public Security Bureau and other departments to continue to increase supervision, clarify the division of responsibilities, consolidate regulatory responsibilities, and ensure that the work is implemented in place. It is necessary to innovate the way of supervision. Give full play to the methods of "double randomness, one openness", comprehensive supervision, and honest supervision, and adhere to the principle of tolerance and prudence for new things, and can neither be killed with a stick, nor can it be left unchecked. It is necessary to expand the channels of supervision and severely crack down on the "three noes" counterfeit and shoddy products, false propaganda, and other acts that disrupt market order through online supervision, mass supervision, and media supervision. Complete regulatory mechanisms. Complete mechanisms such as work advancement, coordination linkage, incentives, rewards and punishments, establish a red and gangster system, build a strong supervision team, and promote the normalization and institutionalization of supervision work.

(2) Guide enterprises to establish the concept of integrity management, and guide the healthy development of the blind box economy.

Man has no faith and no standing, and karma has no faith and no prosperity. Integrity is an important cornerstone of the sustainable development of an enterprise, the emergence of blind box chaos, reflecting the existence of mercenary tendencies in the business process of enterprises, damage to the corporate image, must be paid great attention to, effectively solved. It is necessary to improve the ability of enterprises. Increase the intensity of scientific research, attract talents who understand sales, innovation, and management, and continuously improve the development of the blind box economy through training and learning; we must cultivate corporate culture. Dig deep into the economic laws of blind boxes, highlight sales characteristics, form a corporate culture with integrity as the core, and promote the healthy and sustainable development of the blind box economy.

(3) Strengthen industry supervision and product quality without blind spots.

The first is source control, increase product inspection of product manufacturers, and ensure that product quality is maintained at the source through regular inspection, sample sampling, raw material inspection, etc.; the second is process supervision. For the blind box products that have been circulated into the market, supervise, strengthen the inspection of blind box equipment such as gacha machines, the inspection of business qualifications, and put an end to the occurrence of blind box product infringement or business dismantling and replacement of blind box products; the third is the end guarantee. Establish and improve channels for safeguarding the rights of blind boxes with quality problems or infringements, establish a blacklist of blind box products, and promptly notify the public of blind box products or merchants with many problems, and truly protect the legitimate rights and interests of consumers.

(4) Advocate rational consumption.

First, strengthen publicity and guidance. Strengthen the publicity of green consumption and rational consumption, improve consumers' awareness of rational consumption, establish a correct concept of consumption and trend, and do not blindly pursue trends; the second is to pay close attention to key groups. Strengthen the care and guidance of young people, for blind box products with higher prices, you can take real-name purchase methods, especially for minors, college students, etc., you can also take the way of limiting the number of purchases to protect them; the third is to do a good job of products themselves, for blind box products, you can make eye-catching labels on the outer packaging, prompt blind box products for random products, please rational consumption and other words, so as to play a role in the prompt effect of consumers, promote the rational consumption of consumers.