Blind box is not a new product. Some people trace it back to Japan in the late Meiji period. At that time, Japanese department stores would sell blessing bags. Fu Bao usually contains different styles of goods, but the value must be higher than Fu Bao. At first, the blessing bag was used as a way to deal with the tail goods. However, because the sales activities of blessing bags are fixed on specific festivals, quite a few consumers will buy blessing bags.

Fu Bao's marketing idea continued until 1980s, when a large number of model lovers made models and commercialized them, so there appeared an offline "egg twister" which specialized in selling handmade models.

"Twisted egg" is roughly the same as the blessing bag, but it is more concentrated in the fields of secondary element and ACG. Products are mostly handmade animation IP, toy models, jewelry pendants and so on. Today, people all over the world can still buy twisted eggs at different prices in shopping malls and other places. The well-known brand is Japan Bandai Company, which has rich animation IP resources. In the 1990s, China began the well-known "card marketing" after 1980s and 1990s (in fact, this marketing model appeared as early as the Republic of China, and the famous comic series "San Mao Wandering" described the story of the water margin card of San Mao), which can also be regarded as the local practice of blind box marketing, but at this time, blind box products appeared as gifts of other commodities.

In 2 1 century, the concept of blind box has been gradually finalized, and a small number of blind box discussions began around 20 13. However, with 20 16 as the watershed, blind box marketing gradually became popular and popularized, which activated the trend toy market for teenagers in one fell swoop. [3] These blind box lovers entered the tide-playing community, exchanged experiences in surfing, sunbathing, changing babies, and formed a unique circle of young people. They shared their "relationship with the circle" in the whole circle, mainly "the results I collected". For example, on the second-hand platform, many blind box games are marked with super-high prices and hung on the second-hand platform, but they are "only for display" and are not for sale. For hipsters, they just enjoy being asked about the uniqueness of hipsters. In this process, many young people are "planted with grass", and the mature tide play community and the circle of blind boxes also make blind boxes more popular. [4]

Market response editor

In the capital market, in the past two years, many A-share listed companies have laid out the blind box market. In such a feast of blind box economy, brands, designers (IP producers) and related industries of unmanned retail machines are supplied, and the middle-reaches agent factory is responsible for production, while sales (including self-operated by manufacturers, agents and brands), second-hand transactions and accessories, fast-moving markets, etc. Everyone enjoys the market dividend. [5]

Product classification editing

The IP attributes of blind box products can be divided into three categories: designer original IP, animation image IP and derivative IP. Among them, the ability to continuously identify and sign the original IP of high-quality designers is also one of the core competitiveness of blind box enterprises. The toy industry and IP licensing industry in China are in a high-speed development stage, and the demand for IP toys is constantly expanding. At present, they are in a rapid expansion bonus period. [6]

Development prospect editor

In recent years, with the rise of blind box economy, the tide play market has attracted much attention. According to the Jost Sullivan report, it is estimated that the global fashion toy retail market will further grow to 44.8 billion US dollars in 2024, with an annual growth rate of 65,438+07.7%. The trend toy retail market in China is growing faster, and it is expected to increase to 76.3 billion yuan in 2024, with a compound annual growth rate of 29.8%. [7]

According to yost Sullivan's data, the domestic tide play market has grown rapidly in recent years. In 20 15, the domestic tide play retail market was 6.3 billion yuan. By 20 19, the domestic tide play market has reached 20.7 billion yuan, with a compound annual growth rate of 34.6%. Among them, the sales scale of blind boxes is about 654.38+0 billion yuan, accounting for about half.

The rise of blind box is mainly due to the vigorous development of secondary culture and the rapid growth of trendy toy groups. After 95, the group is pushing the blind box to the mainstream consumption trend. According to the statistics of Fast Marketing Research Institute, in the past four years, the post-90s generation has expanded from 40 million to 90 million, showing a double scale expansion, and has become the market structure of mainstream consumers in the new economy. [5]

research report

Has the blind box economy become a new trend of network celebrity economy? Phoenix. Com's "cultural vane" tries to explore one thing or two through a series of questionnaires, interviews and reports. How long can the blind box craze last, and how to empower the cultural brand value behind it is also the answer we want to explore. [8]

Blind box wind direction report

Consumer prompt editing

200211/On October 26th, official website, China Consumers Association, issued a consumption reminder, pointing out that some operators used blind boxes to clear their positions, which damaged consumers' legitimate rights and interests, disrupted the market and reminded consumers not to buy blindly. [2]