This article comes fromWeChat Official Account: New Reporter (ID: NJUXJZ), reporter: Gao Yijia, Li Xinyi Sun Xinchi, beauty editor: Liu Huan, editor in charge: Liu Huan, title picture from Visual China
On Double Eleven in 2020, the sales of the Tmall flagship store of Bubble Mart, a mainland fashion company, will be 142 million yuan, becoming the first member of the “100 million yuan club” in the big toy category. Boarded the hot search on Weibo.
Last year, this company just delisted and delisted from the New OTC market due to consecutive losses in the previous three years. In June of this year, Bubble Mart, as the largest trendy toy brand in China, once again submitted a prospectus, and intends to pass the listing hearing within this week to accelerate the listing process.
In just two years, Bubble Mart quickly achieved a turnaround with a revenue growth rate of 200%. From the sales of 1 million yuan that participated in the Double Eleven event for the first time in 2017, to the sales of Double Eleven exceeded 8,200 in 2019. Ten thousand yuan, and then join the billion-yuan club this year… The turning point of all this is only in a small concept product-the blind box.
The “Blind Box Curse” that cannot be escaped
“I can’t get out of the curse of the blind box.” VaVa said helplessly.
VaVa, 25, regards blind boxes as a “lifetime interest”. She currently works in Beijing and plans to arrange a special blind box room after she has her own house.
In the second half of 2018, VaVa, who was shopping, saw the Bubble Matt blind box drawer machine in the mall, and was attracted by the cute blond little girl doll in the glass window, and bought it for 59 Yuan, a doll blind box named Molly, has since stepped into the “blind box pit”. From 2018 to now, except for the scattered blind boxes, she has collected all the styles of at least 5 blind box series.
(Part of the blind box collection of VaVa)
In addition to enjoying the happiness brought by the “gambler’s psychology” when the blind box was opened and the collection addiction to the series of dolls, she attributed part of her love to the blind box to her competitive heart: “I have been buying One of the reasons for this is that I want to make progress in buying blind boxes. For example, when I first draw the box, I get the money I don’t like, and I will gradually accumulate experience. By shaking the box, the feel and Sound, to estimate the weight inside, which one is which one. If you improve your technology, you will be very happy.”
VaVa’s most impressive box draw was when he bought a blind box called “labubu” from the box drawing machine of Bubble Mart. She drew a “thunder money” that she didn’t like very much, and in angrily drew dozens of blind boxes online. In hindsight, she was still a little angry: “I just got angry with myself.”
This is also the “blind box spell” that VaVa often says. This is a rule that many blind box players are “superstitious”-the more you want to get which one, the less you can get it. But if you casually buy one, it is a hidden model of that series. This is a curse that makes VaVa and many players helpless but addictive. Therefore, there is a popular saying in the blind box circle, “When you enter the blind box, it is as deep as the sea, and you keep buying one box by one.”
Faced with the blind box series that I particularly like, VaVa will choose the blind box series that buys a whole box at a time. This buying method is called “end box”. A blind box series