Henan Business Daily reporter Yang Yiying text/photo
30 yuan sweep once, get a box, the box may have Apple mobile phone, fairy water and other grand prizes, may also be a "three no products", such a box you want?
Recently, this vending machine, known as the wish box, not only blew up vibrato and Weibo, but also quickly became a "net red" in the new retail industry. Henan Business Daily reporter saw this product in Zhengzhou Great Shanghai City, New World Department Store and other shopping malls, and its fresh gameplay and mysterious gift boxes made this product favored by many consumers.
What is the magic of the wish box, attracting so many consumers to pay for it, behind its popularity is what "routine" the merchant plays, how many people can become a "koi" to win the grand prize, Henan Business Daily reporter brings you the answer.
【Phenomenon】 30 yuan to buy a box, which may be An Apple mobile phone, or it may be "three no products"
Recently, a vending machine called Wish Box appeared in many shopping malls in Zhengzhou. Consumers only need to spend 30 yuan to buy a box, and the goods in each box are different. Consumers can only know what they are buying after they have paid for the box.
However, the goods in the box are not the main selling point, a card in the box is attached to a two-dimensional code, customers can participate in the lottery by scanning the code, and have the opportunity to win the Apple mobile phone, fairy water, camera and other awards.
On January 3, a reporter from Henan Business Daily saw many consumers in Dehua New Street, especially young men and women, buying wish boxes around vending machines. When a consumer opens a gift from the box that they like or value for money, not only will they take pictures, but also the onlookers will send circles of friends and vibrato to share.
A lucky box vending machine in Dehua New Street, Zhengzhou, has sold most of the boxes
The Henan Business Daily reporter stayed next to one of the wish box vending machines for about forty minutes, and saw six customers come to buy the wish box. Jing Meng, head of the strategy department of Dehua New Street, said, "Wish Boxes are very popular in Dehua New Street, and it is often seen that a group of young people are buying boxes around the machine. "
The explosion of the wish box has also attracted many merchants to target this business opportunity, and brands such as Mr. Wish Vending Machine, Wish Queen Vending Machine, and Mr. Luck Vending Machine have appeared in the market. Mr. Wish vending machine brand public relations Xie Qian said, "The retail price of the products in the box is higher than 30 yuan of regular products, in addition, there is a lottery card in the box, in this way to divert offline users to the line." Additional code sweeps will announce the prize and winning rate. "
A consumer is shopping for a lucky box
【Experience】The reporter scanned the code experience, and the box price of the box that cost 30 yuan was 359 yuan
What is the magic of this product being so popular? In order to unveil the mystery of the wish box, the Henan Business Daily reporter also scanned the code to buy a box, and after opening the box, it was another small box, which said that the national unified retail price was 359 yuan. Inside the small box open is a purple bracelet. The Henan Business Daily reporter then searched for the price of the bracelet on the e-commerce website and saw that there were prices ranging from 1 yuan to more than 300 yuan, and it was impossible to judge its actual price.
The Henan Business Daily reporter paid 30 yuan to buy a wish box, and the product in the box was listed at 359
Subsequently, the Henan Business Daily reporter crouched next to the machine and saw other consumers open the box, which was mostly containing scarves, toothbrushes, beauty tools, selfie sticks and other items, and did not see anyone win the award. Among them, a young couple's box was a bottle of lotion, but the girl said that the lotion was a sanwu product after reading it, and directly threw it into the trash can next to it.
Henan Business Daily reporter learned that consumers often open the wish box to get a very "pit" product. Miss Wang, a citizen of Zhengzhou, said that she once smoked a plastic bag. There are also many people on Weibo to post their own "strange" products: belly pockets, unknown lipstick, light bulbs and so on. Some people also received more normal products, mostly headphones, watches, etc.
An industry insider said that the wish box exploded many unscrupulous merchants took advantage of the void, the box may contain "three no products", consumers should be cautious to buy.
【Visit】Online gathering powder, offline sales, wish box is a new upgrade of traditional retail
So, how does the wish box win the hearts of consumers by selling small goods? Henan Business Daily reporter learned that the earliest to do this type of product on the market is Guangzhou Star Picker Information Technology Co., Ltd., the company launched mr. wish vending machine, lucky box for its main promotional goods.
Among them, Mr. Wish comes from the Weibo fans' name for the Weibo big v "local tycoon Yang Batian", people make wishes under its Weibo, and bloggers randomly draw wishes from them and help them realize them. Using this simple and crude approach, the blogger already has 830,000 Weibo followers. Mr. Wish Vending Machine also used the advantages of online fans to combine the new retail model to create its offline operation.
Combining online operations with offline sales on vending machines to monetize traffic has also created a new sales model. Xie Qian said, "Our company takes large daily necessities as the business foundation, and the offline machine is mainly to promote Mr. Wish's own brand products, and to guide users to the online through value-added experience." This sales model adds interest to traditional shopping, and more and more people use Mr. Wish vending machines, which will also make the terminal machine an advertising channel. In the future, we will cooperate with more big brands to release products across borders through vending machines. "
Mr. Wish's vending machine looks like a doll machine, but does it have any similarities with the doll machine? Xie Qian said, "Our products and doll machines are only similar in appearance, but the operating philosophy behind them is completely different. "
【Revealed】Behind the beautiful appearance of the wish box is actually a machine that earns more than 100,000 yuan a month
In fact, whether it is a wish box or a doll machine, the reason why consumers are willing to pay for it is because they can buy a good expectation for a small amount of money, hoping that they can win the jackpot. So, does this machine have a high winning rate?
The Henan Business Daily reporter interviewed the manufacturer of Mr. Wish's vending machine and did not get a definite answer. However, from the sharing of netizens on Weibo and Douyin, some people bought dozens of them and did not win the jackpot, and some people won as soon as they bought.
We don't know the winning rate of the wish box, but from the netizens' singles, most of them are products worth less than 30 yuan, and behind these low-priced products, do the merchants make a lot of money?
Recently, the Henan Business Daily reporter interviewed a lucky box merchant as a franchisee, the Qiu surname staff said, "Each vending machine to charge a deposit of 10,000 yuan, the lucky box retail price is 30 yuan, from our purchase is 22.5 yuan, you have a profit of 7.5 yuan." "
The above-mentioned staff member surnamed Qiu said, "There are already more than 50 of our machines in Zhengzhou. If you can find a good point, a machine has a profit of more than 100,000 yuan a month, and the general point is more than 5,000 yuan a month. Lucky Box sales method is similar to Mingchuang premium products, trying to reduce gross profits as much as possible, to achieve the concept of surprise to consumers. Therefore, consumers will have repurchase behavior and sharing psychology, and users will share online and offline prizes of value-added goods, which is also the most intuitive embodiment of user value. "
(Edited by Dai Chenxi and Lv Ruitian)