Recently, one of the hottest topics in the capital market is the listing of Bubble Mart. As of the close of trading on December 16, 2020, the total market value of Bubble Mart was still more than 99 billion yuan, and the total market value of PetroChina on the same day was less than 796 billion. That is to say, from the perspective of market capitalization alone, 8 bubble marts are on top of one PetroChina.
Many people can't understand what kind of group bought such a company with only more than 100 offline stores to go public, and what kind of enthusiasm supported such a high market value? In fact, I don't understand that these questions are all questions that capital needs to answer, and I can only talk about why young people like to buy blind boxes from my own point of view, and they are particularly addictive.
First, it starts with the appearance value and is loyal to the emotion.
Yaya said: I just started buying a blind box because I saw a row of soft and cute dolls at my friend's house. There was a pouting expression that looked like itself. Seeing that Yaya was interested in the doll, the friend generously sent an identical one to Yaya. And to say that this is not nothing, just to repeat the pump. In this way, Yaya also "entered the pit".
Yaya says dolls have emotions. When you are happy, they will laugh with you, and when they are sad, they will accompany you to cry. When a person is lonely, he can also feel the joy and sorrow of a row of dolls. Looking at the doll sometimes looks like looking in the mirror, and looking at it can be much better.
The blind box has gone from a good-looking toy to a toy to an emotional need.
Second, the blind box comes with social attributes.
Hideko said: When I first started to contact the blind box, I really didn't find this attribute of it. What to do if you don't like it, just abandon it. What should I do if I encounter something I particularly want? The same series of teething end boxes.
Until one time I drew a hidden money that I didn't particularly like, so I sent a circle of friends. Now that I think about it, the copywriting does have a taste of Versailles literature, to the effect that "I have drawn hidden money that I don't like, and it is a pity that I have tasteless and discarded it, which is very chicken." It is better to change it to a certain model." As a result, someone actually contacted him and wanted to exchange so-and-so money with himself. At the same time, he was enthusiastically pulled into a large exchange group.
Getting rid of loneliness and longing for belonging is probably what many young people who work alone in a foreign land today need most. After buying more blind boxes, it is natural to exchange and buy and sell. As a result, a large and small spontaneous doll communication group was formed. Once these groups are formed, they can not only meet the needs of exchanging, buying and selling, and transforming dolls, but also can be used to eat, shop, and travel.
The blind box helps everyone find a social circle of similar age and like-mindedness. These social circles also inadvertently increase the stickiness of insiders to blind boxes. If you want to stay active and speak in this circle, you have to keep up with the rhythm of the development of the blind box.
Third, you can make money.
Xiao Sa said: In this circle, there are very few full-time businessmen like him, but it can also be regarded as a profession. They specialize in the second-hand sale of dolls. The profits of some rare hidden models are still very rich.
Many people in order to meet the idea of collecting the whole set, the end box of the whole box is not a minority. Some economic conditions are not allowed to be so luxurious, and if you want to gather, you can only try your luck in the second-hand market. Xiao Sa is doing such a business, hoarding some hidden money at a low price and selling it at a high price.
And there are not only middlemen such as Xiao Sa, but also those who rely on or plan to make money by dismantling blind boxes. There are even special tutorials that teach people how to increase the probability of drawing hidden money.
However, Xiao Sa was not interested in these things, and he felt that this had an element of gambling, which was not very reliable.
As for whether it is an IQ tax, it is difficult to say. After all, bubble Mart, as the elder of this industry, has only been around for a decade.
The gold collection has been on fire for thousands of years, so it has made itself a hard currency; the jade collection has been on fire for hundreds of years from the Great Qing Fire to the modern era, so it has become a classic; all kinds of seed bracelets, literary play walnuts have been on fire for less than 20 years, so it is regarded as an IQ tax.
Whether the blind box is an IQ tax depends on how long it can fire. If it's a long, long time, then naturally it's not an IQ tax.
Without further ado, I went to the Henan Museum to dig up the soil. The archaeological blind boxes I bought have been 10 days and have not been shipped yet.