“Gambling” that looks beautiful and very cute
Editor’s note: This article is from WeChat public account “Entertainment Value Officer” (ID: wenyujiazhiguan), author Nana.
When the trend is quiet and uninterrupted, it has been laid out and prepared for a long time. This year’s blind box, which was sent to the peak of the topic, is not an emerging product, but it has ushered in its blowout period in 2019 through the opportunity of the right place and the right place.
I don’t know when it started. The reporter found that friends like Anne who play blind boxes and sock dolls have become more and more.
Welcome to the blind box “infectious area”
A few days ago, the entertainment value reporter went to a toy store on the ground floor of Century Jinyuan and found the nearest to the entrance. The counter actually sold more than a dozen blind box products. The reporter bought a blind box with a price of about 50 yuan. Before unpacking, the reporter could not know which toy was in the box. Only the payment was completed to open the layer packaging. After you can see it.
Reporter to the clerk Asked about the sales of blind box products, the clerk introduced: In the past few years, only a few brands have blinded boxes. This year, there are many more, because the sales volume is good, so the merchants are willing to give the best display area to the blind box products. For the blind box consumer, the salesperson told reporters: “The blind boxes on our side are preschool.After the children buy, although some have 500-900 one, but the sales are also good, because their parents are paying. The reporter asked about which blind box sold the best, the salesman replied: “LOL is currently our sales champion blind box, this product has been sold in China for several years, is a hot product in the children’s market. “
On the same day, the reporter observed in the vicinity of the POP MART blind box vending machine at the New International Trade Mall. Three girls stopped to watch in an hour, and a girl operated to buy it. This is also the brand that blind box collectors Anne often visits.
Blind box, a toy category that is keen to consume from adult to childish, like a trend that spreads in our lives.
According to the survey of the 2018 Global Licensing Market Research Report published by the International Licensing Industry Association (LIMA) in May, it shows:
In 2017, global authorized retail sales increased by 3.3% year-on-year to US$271.6 billion.
In terms of industry categories, entertainment/role licensing like sonnyangel is still the largest industry category, accounting for 44.7% of the global market, with retail sales reaching $121.5 billion, an increase of 2.7% over 2016.
The official data of the fish also shows that blind box trading is no longer unpopular, and it has even formed a huge market of tens of millions.
According to statistics, in the past year, there were 300,000 blind box players trading on the free fish, and each monthThe number of blind boxes in the idle, compared to the previous year. The growth rate is 320%, and the most sought-after blind box prices have risen 39 times. On May 20th, Tmall’s consumer trends “Top Ten Ideals” also pointed out that the number of “blind boxes” in Tmall’s search has increased by 50 times compared with last year.
The free fish data shows that the top ten blind box products for trading are:
Molly, unicorn, L.O.L, sonyangle, bichi, littleamber, my king sleep, actoys cat bell, lego mini man, sml blind box.
Among them, Molly produced by Bubble Mart became a veritable blind box representative. In the past year, the molly dolls on the idle fish traded more than 230,000, with an average price of 270 yuan.
Blind box player Anne told reporters that POP MART is a brand that players are more frequented today. The blind box of the Molly series is usually set with 12 regular shapes. These shapes will be printed on the box, but the hidden models are not introduced. Figure, the probability of pumping is only 1/144.
POP MART has other designs, sometimes limited editions, which will undoubtedly evoke the collector’s curiosity and possessiveness. Many limited hidden models have been fired to thousands of dollars on the e-commerce platform, but they will still be rushed.
The toy category of blind box originated in Japan, originally called Mini Figures. Later, because of the increasing variety, the market is getting bigger and bigger. Europe, Japan, South Korea and China have different brands of toy manufacturers. Blind Box, which sells a series of toys in an opaque sealed box, literally translated as a blind box.
Annie told reporters that blind boxes have fixed and hidden models, and some hidden models have a very low probability of occurrence. Hidden models are a good way to capture the psychology of consumers. Everyone I want to try my luck. Once I have hidden the money, the trading price on the free fish can be turned up several times.
Reporters found that The blind box actually had a stable consumer market in China a few years ago, which was divided into adult consumer groups and children’s consumer groups. Children’s consumer groups are relatively simple, just pure entertainment. The adult consumer group treats the blind boxA social and cultural way. Douban has a blind box group, the netizens inside will replace each other, exchange, change the experience of the baby, and even hold offline activities.
In Anne’s words, the world is divided into two types, people who play blind boxes, and those who don’t play blind boxes. Those who are addicted to the world of blind boxes, we can’t understand their mood.
Who is jumping into the pit of the blind box?
The Baidu Index shows that there have been two peaks in the attention of the blind box in 2019, the first in April and the second in August.
Data shows that users who are concerned about blind box information mainly come from Guangdong, Beijing, Jiangsu, and Shanghai, which are also the cities with the highest consumption of blind boxes.
Refer to the Baidu Index “Blind Box” data, the users who are interested in blind boxes are mainly women, and there are also many male fans;Adult consumer groups There are two age groups: 19 and 30-39.
Annie, 35, told reporters that she once had a food collection when she was a child, such as simply The cards in the face, the small toys in the plum bag, at that time, those food and play were also collected by luck.