The Spring Festival gift box of Dachang became popular on the second-hand platform, and some people made 200,000 yuan from reselling during the holiday
Text: Chen Qiaohui
Cover source| Picture worm creativity
It's the annual Spring Festival again, and it's also a time for major Internet companies to show their employees their welfare levels and compete for corporate culture. The New Year gift box of a major Internet manufacturer will spark industry discussions every year. For example, this year's byte's New Year gift box has sparked heated discussions.
It is reported,At the beginning of January,Bytes' New Year gift boxes have been sent to employees,Among them,Marshall Bluetooth speaker in the gift box has become the focus,Because the official price of this audio is 999 yuan,The price of the e-commerce platform is also more than 700 yuan。 To this end, many Byte employees display their Bluetooth headsets on social platforms such as Xiaohongshu, and there are more than 1,000 notes on "ByteDance Marshall" on Xiaohongshu. Some employees bluntly said that my JBL headphones can be retired.
At the same time, there are also employees on second-hand platforms such as Xianyu, selling their own Marshall Bluetooth speakers, and the second-hand market price of Marshall Bluetooth speakers has been hit to 300-400 yuan, and the relative market price has dropped by more than 300 yuan. At present, the price of the same audio on the second-hand market platform is stable at more than 400 yuan, and it has become a hot-selling audio product.
It is not only bytes of New Year gift boxes that are popular, Tech Planet found that as the Spring Festival approaches, Tencent, Alibaba, Kuaishou and other Internet manufacturers have sent out New Year gift boxes one after another, and the gift boxes of these large factories have also appeared on second-hand platforms for sale.
As everyone knows, there are also new business opportunities hidden in this, according to industry sources, the gift box of Internet companies in recent years, has become a popular gift sales category, in addition to the platform employees, there are also special "poured masters" fancy the business opportunities, taking advantage of the New Year, several people rely on gift reselling, secondary packaging sales, etc., you can earn almost 200,000.
Why are people willing to pay for employee welfare gifts from major Internet companies?
A gift box from a major Internet company that is out of the circle among young people
It is no accident that the gift box of a major Internet manufacturer has attracted so much attention from the outside world.
A designer told Tech Planet that the gift boxes of Internet companies often have unique designs and ideas, from the appearance to the matching of internal items are carefully planned, such as Ali Some departments have special gift box design project teams. These beautiful designs and ideas have attracted the attention of many people and sparked the interest of fans on the platform.
This year's Chinese New Year gift box can be said to be a hundred schools of thought. For example, Taotian Group's New Year's gift box focuses on the theme of "eating, drinking and having fun", which not only contains Spring Festival decorations and Taobao doll gloves, but also snack packages, which add to the festive atmosphere while also increasing entertainment and practicality;
These gift boxes from major Internet manufacturers have also become the focus of unboxing evaluation and discussion among bloggers. For example, on Xiaohongshu, there are special topic words such as "Internet company gift box", and users can directly jump and see the relevant content of Internet company gift boxes. On station B, every major festival such as the Dragon Boat Festival, Mid-Autumn Festival and New Year, many UP owners will evaluate Internet gift boxes. During last year's Mid-Autumn Festival, the video of UP master Dave Chang's "The Wonderful Mooncake Gift Box of the Annual Internet Factory Unboxing is Here Again" attracted more than 260,000 views.
Caption: The content of the UP master's evaluation of the gift box of the big factory on station B.
Due to the beautiful design of these gift boxes, they have also become the object of collection and purchase by everyone. In Xianyu and Xiaohongshu, some people sell gift boxes from major Internet companies at a clear price, and as long as the price is right, they will soon be sold out, and even the company's own internal purchase channels will be sold out. In the comment area of the above-mentioned "The annual Internet giant's strange moon cake gift box is here again" video, someone commented: Jingdong's gift box we can't buy internally, and the internal purchase has been sold out early, which shows the popularity of the gift box of the big factory.
Caption: On platforms such as Xianyu, orders for New Year gift boxes from Internet companies such as Tencent and Baidu are sold.
"Although I didn't get to work at Tencent, I liked Tencent's corporate culture very much, so since graduating from university, I have collected a lot of Tencent gifts, especially the dolls in the gift box. Because these figures cannot be purchased on a daily basis and can only be obtained in specific gift boxes, collecting gift boxes is a way to show your love and support for the company's brand. These boxes often contain a company logo, mascot, or other brand-related elements, and we can show our love for a particular brand by owning them, or even show off them in social groups," said one player who specializes in collecting Tencent gift boxes.
In order to increase the attractiveness of gift boxes, some Internet companies will launch limited editions or gift boxes with high scarcity, such as Tencent Video, which will launch customized gift boxes for high-level video members on the platform at the end of each year.
The business behind the popularity of Dachang gift boxes
Once something is sought after, business opportunities will arise.
Whenever Internet companies send gift boxes to their employees and users, some of them sell them. "For me, the role of these gift boxes is actually not big, this year's Tencent New Year gift boxes are all small things such as Spring Festival couplets and red envelopes, it is better to sell them, and they can also be used as an additional income," Kobayashi, who works at Tencent, told Tech Planet.
Xiaolin introduced that there are colleagues around him who sell these gift boxes in groups, and will also help other colleagues sell them together to get commissions, generally at 10% lower than the second-hand market price, and the sales target is some young people who like Tencent culture.
Baidu's Li Ke also said that he put the Spring Festival gift package issued by the company this year on Xianyu and sold it at a price of 300 yuan. The gift box contained a suitcase, which was hung on Xianyu for a day, and about seven or eight people came to ask for the price, and finally sold it at the marked price. According to Li Ke, many colleagues around him also sell their New Year gift boxes on second-hand platforms.
Tech Planet noticed that not only individual employees are selling, but some people even organize groups to sell gifts from various major factories on the platform, and express their intention to help buy gifts from various companies, with large quantities and discounts.
According to this businessman, the quality and design level of the gift box of the Internet company are very good, and there is an audience, and the most important thing is that there is a lot of profit in it.
Once the big holiday comes, they will buy those gift boxes that employees don't want in some employee circles, industry groups or internal groups. These "inverted masters" will buy them at 20%-30% lower than the second-hand price of the market, although the recycling price is much lower than the market price, but there are still employees who will sell to them at a low price, after all, what employees need most is to be able to cash in quickly. If the gift box on the second-hand platform has a suitable price, the "inverted master" will also buy it. They also connected with employees at major companies and were paid to pull a colleague to sell them a gift box.
After the "inverted master" acquires the gift box, there are generally two sales channels. One is to sell it to retail investors at a price 10% higher than the market price, that is, those who want to collect the gift box. In addition, they will also recreate these gift boxes, that is, they will leave the useful items in the gift box for other gift box packaging, and the recycled gift box may need to be cleaned and restored to improve its appearance and value, and with other gifts, it can be made into a new gift box, and the price can be at least doubled. Then find the next home to sell, usually in bulk to souvenir shops or enterprises.
A "fallen master" introduced that during the Dragon Boat Festival last year, he received a large order of more than 500 gift boxes, and this list could earn almost 50,000 yuan. If the volume is large, there are many resources, and there are good holidays, a single order can even earn 100,000 yuan.
For them, they will not worry about running out of goods, they have established a source of goods and purchase channels in the Internet companies from the middle to the head, as if it has become an Internet gift box recycling link.
Can the gift box of the Internet manufacturer be "popular" for a long time?
With the development of the Internet and the popularization of social media, as an emerging form of products, the gift box of Internet manufacturers is gradually entering people's field of vision, and may even become a new niche consumption trend.
Different from the ordinary gift box for visiting relatives and friends, the design style and internal gifts of the Internet company gift box reflect the attitude and vision of each company towards the current development, which is in line with the current trend culture and has become a trend symbol.
From the consumer's point of view, the trend symbol of the Internet company's gift box has become an important factor for them to be willing to pay. Some boxes also come in limited, customized, or collaborative forms, adding to the uniqueness and scarcity. In addition, the products or merchandise in the gift box are often associated with the Internet brand or culture that consumers love.
Tech Planet has learned that some Internet companies not only give gift boxes to employees, but also sell gift boxes as a business, which promotes their own Internet gift boxes to the market.
For example, Tencent QQ began to sell co-branded gift boxes with a number of companies in the second half of last year, such as QQX's "Tianya This Goose" pastry gift box, which was sold out soon after it was put on the shelves in JD.com. In January this year, QQ also cooperated with Konka to launch a 299 yuan co-branded gift box for small household appliances in the Year of the Dragon.
Caption: Screenshot from the QQ Treasure public account.
Not only Tencent, Meituan has also set up a special mini-program called Meituan Gift Shop, which sells some gift boxes in addition to general corporate culture merchandise, and has offline stores in Beijing and Shanghai. Similar to Meituan, there is also Bytemall, which also sells gift box gifts. In addition, JD.com also has an in-app purchase group, which is convenient for employees to buy gift boxes for relatives and friends for the second time.
In general, Internet gift boxes have the potential to become a new niche consumer trend. However, with the continuous improvement of consumers' requirements for quality and experience, only those Internet gift boxes that truly provide value and unique experience can be popular for a long time.