“I will draw the last time…”
Editor’s note: This article is from WeChat public account “Zhongxin Jingwei” (ID: jwview), author Zhao Jiaran.
Recently, the little “blind box” toy has become a new fashion. It is understood that a fan consumes hundreds of thousands of dollars a year in a blind box; and a scarce blind box toy will be fired to a high price of thousands of dollars in the second-hand market.
“Say it is good to buy the next one and not buy it, but there will always be the next one.” There are fans who describe their “mystery addiction” to the blind box.
The premium is 50 times, is it crazy than the “shoes”?
The “blind box”, as the name implies, means that consumers cannot see content when they purchase such products. It is understood that most of the blind boxes currently on the market are around 40-70 yuan. Although the unit price is not high, the price of some blind boxes in the second-hand market is staggering.
Zhongxin Jingwei (micro-signal: jwview) searches for “blind boxes” or related toy image keywords on second-hand trading platforms, and found that a large number of sellers sell blind boxes, while toys of different styles in the same series are subject to The degree of welcome is different and is separately priced. Zhongxin Jingwei learned that because the blind box package is divided into a sealed bag containing toys and a card marked with the contents of the sealed bag, some sellers will sell the sealed bag after learning the content of the blind box.
▲The sale of blind boxes for used e-commerce platforms
In contrast to the premium of two or three times the average blind box, it is the “hidden” version of many blind box brands. Take the “Pan Shen” series blind box sold by Bubble Mart as an example. Each blind box contains 12 basic models and 1 hidden model. The extremely low probability of pumping has become the reason for the soaring price of hidden blind boxes in the secondary market.
The statistics of the free fish show that the price of the most popular “Pan Shen” hidden blind box is 59 yuan, the price of free fish is 2350 yuan, up 39 times; and the “Molly” hidden original price is 59 yuan, free fish The average price was 1,350 yuan, an increase of 22 times. Zhongxin Jingwei found that the current free fish platform has a blind box with a price of 2,999 yuan, and most of the remarks “no bargaining”, the increase has reached 50 times.
Mr. Li told Zhongxin Jingwei that she believes that sellers who trade on second-hand platforms are not necessarily all consumers, and there may be “yellow cattle” that use this as a profit tool. “Some limited suits are hard to grab, and ‘yellow’ may be bought first, then unpacked and sold one by one.”
In the face of the blind box being fired in the second-hand market, some netizens said that they did not understand it, and some people believed that as long as there is demand, there is a market, and the premium of scarce goods is high.
@一一一豆包: When you feel cute, you can buy a few on the table. If you are in a bad mood, you will be happy a lot. Everyone’s consumption concept is different.
@美妍·小鹿菇凉: Is it like the card that we used to collect instant noodles when we were young? Random cards, it is possible to repeat if it is possible to open, and then it will not stop once it enters the pit.
@是什么噢: It shows that everyone is getting more and more money…
@DreamerLei have studied hard today: too expensive, no interest, I feel that the cost is not high.
What is the “one blind box is like the sea”?
The blind box that looks like a niche has grown into a tens of millions of markets. According to the data released by the free fish, in the past year, there were 300,000 blind box players on the idle fish, and the number of idle blind boxes released per month increased by 320% compared with a year ago.
For fans, the reasons for buying blind boxes are different: some people focus on “opening blind boxes” and enjoy the curiosity and excitement of facing unknown things when unpacking; but also consumers are more enthusiastic. In the “collection”, for the blind box that you love, do not swear all the styles.
As the blind box audience continues to expand, the blind circle “circle” born in this way also inspires consumers’ desire to buy. Ms. Li said that she often meets with friends to buy the same series of blind boxes. “Since the blind box is bought for fun, of course, more people are more interesting. If you discuss more together, you will involuntarily increase your expectations for this game.”
It is understood that many players also upload their own out-of-box video to the social platform, or hang the hidden items they have drawn on the second-hand platform, the note is “for display only”.