Editor's introduction: Under the pressure of the new era, blind boxes once became popular and quickly occupied a place in various industries. The blind box of the vegetable farm is even more unexpected, with a new idea, follow the author to see its underlying logic and operating model!
"What to eat for breakfast" group, "What to eat for lunch" group, "What to eat for dinner" group... Young people's food choice anxiety is clearly reflected in the Douban group.
The vegetable market has always been the world of uncles and aunts, and they have been with the stove for many years, and they all have a recipe in their hearts. These dishes are much more "primitive", and in their eyes they are already "on the plate".
And the young people who have just entered the vegetable market obviously do not have this ability.
I bought beef, but I don't know what beef is fried; I bought scallions, ginger and garlic, but I don't know which dishes to put... Cooking is too difficult, or call for takeaway. But what should takeaway be called?
This worldwide conundrum, often no one can really answer - what to eat today?
Whenever this happens, young people start to miss the old mother who growls and tells you, "What do you eat when you do it?" Yes, these young people just like to be fed head-to-head.
Not only to have a small surprise that appears randomly, but also to avoid the confusion caused by the choice, isn't this the magic of the blind box?
Recently, in the Nanjing Yueyuan Farmers' Market, Wang Xiaoyu, a young vegetable stall owner who was born in 1994, launched the "Blind Box of the Vegetable Farm" to solve this worldwide problem.
Warm tips: "vegetable market blind box" is also a product with uncertainty, after opening the blind box, whether you open the day of "European gas" or become a "black face player", all depends on luck.
Do you like this kind of stimulation?
If the blind box is useful, it is to solve the choice anxiety
Young people understand young people best. When the next door aunt "yang box" and "mang box" have not yet figured it out, Wang Xiaoyu has already relied on the "blind box of the vegetable market" to break out a new way of selling vegetables. /News screenshots
Wang Xiaoyu has been selling vegetables at the Nanjing Yueyuan Farmers' Market for seven or eight years, and he has found that there are always a group of young people wandering back and forth in the vegetable market.
After careful observation, he found that today's young people do not know what to buy, and they may not know how to buy it back.
After insight into the choice dilemma of the younger generation, Wang Xiaoyu thought of the hot blind box model. If you combine selling vegetables with blind boxes, so that eating becomes a "quiz game", will it be popular with young people?
So he began to try to introduce a "blind box in the vegetable market". At present, there are 5 models on the shelves: pork blind box, chicken blind box, beef blind box, fish blind box, vegetable blind box.
"What is the blind box called when you see it?" Knowing that young people are accustomed to placing orders on mobile phones, the "vegetable market blind box" has launched an online ordering method, which has allowed more local young people to taste the sweetness of the "vegetable market blind box".
The "vegetable market blind box" contains not only vegetables and meat, but also side dishes and ingredients, with a variety of 2-3 servings and a price ranging from 20-40 yuan. /News screenshots
Su Su is the early adopter of the "blind box of the vegetable market". Since the farmer's market was far from her home, the order was not within the scope of delivery, and she also called "running errands" to buy.
"Because this way of buying vegetables is very popular now, I want to buy it and punch the clock."
"The ingredients are plentiful and fresh, no less than the dishes you choose. If this mode of grocery shopping can be promoted, then my parents will not have to run out to buy vegetables in the future. Su Su has a high evaluation of the "blind box in the vegetable market".
It seems that from the actual needs of buyers to design the most understanding of the heart of the product, this understanding of the heart of the blind box has no reason not to be red.
There are also many people who have a wait-and-see attitude towards this new blind box. They worry that buying dishes they don't like will cause waste.
In fact, this problem is also within Wang Xiaoyu's "range of range". As long as the order is noted in advance, he will first help the customer "clear the mine" when side dishes, ensuring that everyone will not buy dishes that they do not eat.
It is not only the "blind box in the vegetable market" that has become popular, Wang Xiaoyu has also become the "hottest person with goods" in the farmers' market. Since the "vegetable market blind box" needs many categories, he will also buy goods from the butcher shop and the spice store, and the "vegetable market blind box" and the entire farmer's market are hot.
When the blind box "goes out of the circle" with practical and grounded gas, it has gained more fans.
Netizens have praised that the "fancy business method" of young people is not only full of creativity, but also solves practical problems. Those young people who were once spat at and did nothing but play, now have to be impressed.
"We just like to play and make money."
The emergence of the "blind box in the vegetable market" has made people realize that the original blind box has long jumped out of the shackles of "collection" and become a sharp blade to solve people's choice anxiety.
For example, this year's hottest "flying blind box" has saved a large number of "difficult choice households" who have travel ideas but cannot make travel plans.
In July this year, China United Airlines and JD Travel launched the "Blind Box Pilot" campaign, which is priced at 298 yuan per person including tax round-trip, and random destinations in 44 cities in China.
Flying travel becomes adventurous and exciting.
In other words, don't worry about how thick clothes you have to bring, and don't think about whether you can eat spicy. Wherever the plane stops, you go to play.
This approach, while contrary to the traditional concept of "everything is ready to go again", is surprisingly exciting for young people.
During the anniversary of Jingdong Travel, this activity was launched only 2 days ago, and the order volume has exceeded 10,000, which shows the weight of the blind box's "immortal choice" model in people's hearts.
Saying that one by one to make choices for people, how can the blind box model be a bit overbearing president "inner taste"?
The blind box that strives to "go out of the circle" has finally found a little role in itself - to solve people's choice anxiety. However, to change the overall temperament of "blind box useless", it has a lot to do.
Second, let the blind box get rid of the insult of "leek box"
Blind boxes that were once thought to be useless in addition to being wasted are now landing in the most pyrotechnic vegetable markets, bringing tangible benefits to people.
It seems that the blind box model has been reborn and moving towards pragmatism.
The blind box can develop to this extent today, a large reason is that it relies on the tide play market to create various types of secondary IP.
According to the statistics of the mainland Internet Data and Information Network:
In 2015, the size of the domestic tide play retail market was 6.3 billion yuan. By 2019, the domestic tide play market size has reached 20.7 billion yuan, with an average annual compound growth rate of 34.6%. Among them, the sales scale of blind boxes is about 10 billion yuan, accounting for about half.
Success is also IP, defeat is also IP. Just as ordinary people can't understand the collection of "handmade", the "doll" in the blind box also makes many people unable to empathize. Except for the "insiders", no one can understand the use of "queuing up to smoke dolls and filling a room".
Are young people who are addicted to blind boxes addicted to the thrill of surprise when opening blind boxes, or are they simply addicted to these dolls?
Ask the blind box enthusiasts around you, some people are for the goal of "customization" to smoke blind boxes, "want to draw a limited edition" and "want to collect a full set".
There are also some people who are addicted to the excitement, surprise, and even disappointment when opening the blind box, "smoking the blind box is addictive" and "when the mood is bad, they want to smoke a vent, and when they are in a good mood, they want to smoke a reward for themselves."
But when it comes to the feelings of dolls in the blind box, they are not like the affection of hand-made collectors, but a sentence of "very cute".
It seems that it is not the doll that makes people "poisoned", but the mechanism behind the blind box.
The success of other blind box models is the best proof.
1. Blind box × books
For example, Zhuhai Wujie Bookstore launched the "Boundless Blind Selection", which packs all kinds of books into boxes and sells them without titles; Xinhua Bookstore in Baotou City launches the "Xinhua Blind Box" campaign, focusing on recent best-sellers.
This kind of "book blind box" priced from 59 yuan to 99 yuan sells books and is more curious.
In the original bookstore, every corner is "stuffed" with people who are reading books, and there is also a "long queue" when checking out. Under the impact of the online shopping boom, the current physical bookstore is no longer as brilliant as the original.
The launch of the "book blind box" in the blind box mode is not only a physical bookstore trying to enrich the consumer's sense of book buying experience, but also a self-help method for physical bookstores.
The blind box is originally a product of the "two-dimensional" and ACG (animation, manga and games) fields, but the marketing ideas behind it are tried and tested magic weapons. It seems that for the traditional offline economy to empower, the blind box model can also contribute to a force.
2. Blind box × make-up
For beauty lovers, although cosmetics have no collection value, they are definitely only too little and not too much.
Children only buy specific products, and adults like to play randomly.
Randomness is a "sweet treat" in the beauty world.
For example, although Death Barbie fans have been ridiculed by the crowd, some people have the idea that "maybe only I can paint it to look good". At this time, people need a "chosen" opportunity to jump out of the convention and try boldly.
Beauty brands naturally don't miss such opportunities.
Shiseido's Za and the blind box leading enterprise Bubble Mart jointly launched a series of limited cosmetics; the cutting-edge cosmetics domestic Tasu brand launched a 38.5 yuan makeup blind box containing 12 products; little Odin launched the seventh anniversary of the Rubik's Cube gift box...
From co-branding with blind box brands to launching self-created blind boxes. In the context of diversification and value," the "beauty blind box" will never lack consumers who pay the bill.
In addition, there are blind boxes× drinks, blind boxes× fresh, blind boxes× admission letters (not the quiz school, it is the first gift from the quiz school)... The blind box model is borrowed from all walks of life, and all kinds of new consumption methods derived from it are invariably eye-catching and gold-absorbing.
Unlike the most primitive blind box of smoking dolls, the current blind box mode is no longer a niche play, and people who find happiness in the blind box mode can no longer be summarized by a "leek" label.
The next time you walk to the blind box machine and your mother makes a gesture to "beat" you, she will say lightly: "Shhh, I am looking for new business opportunities." ”
Of course, you'll still be beaten.
Third, the blind box is indeed fortunate, thanks to the contemporary young people
"The most fascinating thing about life is its uncertainty." The vividness of young people comes from the pursuit of the unknown.
Behind the smooth flow of the blind box model, it reflects the attitude of young people. In life, we pursue various senses of ceremony, show off our talents in our work, and do our best to maintain ourselves in our thoughts and concepts.
If the "vegetable farm" represents the triviality of life, then the "vegetable farm blind box" is injecting surprise and soul into the ordinary three meals a day.
Even the vegetable market that Uncle and Aunt have been occupying for many years have been taken down by young people's "vegetable market blind box", what else can young people not play?
Not only selling vegetables, as many netizens said, "After this young people take up their jobs, the world has become cute."
Teachers who were once serious and sacred in people's eyes can also become naughty and funny. For example, the class teacher next door, who became popular some time ago, she painted praise memes on each 100-point test paper, revealing humor between encouragement rooms, and even a little "sand sculpture".
There are also teachers who do not follow the conventional ideas, and while testing English, they also have to test whether the children have kept up with the trend of the times.
The "serious" police tell you with the "bloody" facts that you should pay attention to obscuring when depositing and withdrawing money at the ATM machine.
In addition, there are hardcore dating guides produced by the court; traffic police jumping and jumping to escort Meng Wa across the street; elite lawyers walking towards short videos and telling popular science passages...
These "contrasting cuteness" that are often on the hot search remind people that today's young people are living their own ways of playing.
Do you think that breaking the tedium is just a blind box?
There are also punching check-ins when you get up early to work, "slash a knife" when shopping online, "thank you for patronage" or "another bottle" after unscrewing the bottle cap... Behind all kinds of social mechanisms and marketing means, you can find the shadow of "play".
Young people, who were once considered the "worst class", are now playing a lot.
Maybe they're the "ultimate blind box," are you ready to take it apart?
This article is from the New Weekly APP
Author: Yu Yin; Public Account: Reimi Neweekly (ID: app-newweekly)
This article was originally published by @New Weekly and is not reproduced without permission.
The title image is from Unsplash, based on the CC0 protocol.