For some time to come, you may have a hard time buying a blind box that Bubble Mart has co-branded with other food and beverage brands.
A doll with only 30 yuan in workmanship can be fried to 500-2000 yuan if it is made into a blind box. Under the heat of "315", it is reasonable that the blind box was named. Some consumers said that under such expensive prices, commodity prices are inflated, excessive consumption is induced, and poor product quality also occurs from time to time.
As of 12:00 a.m. on March 17, the reporter saw on the black cat complaint platform that the cumulative number of complaints of the tide play head enterprise bubble mart was as high as 7540, which was 7 times that of the second place Mingchuang Premium.
In response to the hype caused by the previous joint name with catering brands, Bubble Mart recently responded that it has adjusted its business at the first time, and in the future authorized cooperation with the food industry, all customized blind box business has been suspended to eliminate possible food waste. And remind the authorized party to avoid excessive marketing, in the design of the activity mechanism to comply with public order and good customs, remind consumers to consume rationally.
I bought 106 KFC packages for 10494 yuan to buy a co-brand
Bubble Mart's response is inseparable from the previous joint cooperation with KFC.
At the beginning of this year, KFC launched a blind box package with Bubble Mart at the time node of the 35th anniversary, choosing bubble Mart's popular IP DIMOO. There are 6 ordinary models and 1 hidden model, in order to collect the whole set of dolls, you need to buy at least 6 packages, and the probability of rare hidden models is 1:72.
This joint cooperation once triggered a huge boom in the circle. In order to gather, some people will not hesitate to spend 10,494 yuan at a time to buy 106 packages, and some people buy "substitute eating" services, and the food that cannot be eaten is very likely to be directly discarded.
But soon, the rush to buy and possible food waste caused by this cooperation caused controversy, and was criticized by the China Consumer Association by name. The China Consumer Association believes that KFC, as a food business operator, uses limited-edition blind box sales methods to induce consumers to irrationally purchase packages, which is contrary to public order and good customs and the spirit of the law.
Is the joint payment really suspended?
It's impossible!
Seeing Bubble Mart's response clearly, people said, "In the future licensing cooperation with the food industry, all customized blind box business will be suspended to eliminate possible food waste." ”
See clearly Oh, just in the food industry!
For Bubble Mart, cooperating with consumer brands to propose a joint blind box can be said to be a mutually beneficial transaction with cooperative brands.
The suspension of joint customization with the food industry is mainly because cooperation with food brands may lead to food waste.
Unlike ordinary blind boxes, ordinary blind box consumers can domineeringly choose the "whole box end", but the joint blind box, if consumers want to have the whole set, they need to repeatedly purchase products, and if the joint product is food, it is possible to cause excessive purchase and waste. KFC's joint model is a good example, in order to grab the joint model, some people even posted a link on the second-hand platform saying that they can "eat on behalf of".
In fact, in recent years, bubble mart's IP has become more and more frequent cross-border licensing with brands. According to public information, Bubble Mart has carried out cross-border cooperation with more than ten well-known brands such as L'Oréal, Defu, Casio, etc., and the brands cover first-line brands in many fields such as FMCG, beauty, and daily use.
The food industry has pressed the pause button of the blind box, but Bubble Mart will not stop co-branding with the brand, so who will be the next co-brand?
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