Whether it is impulse consumption to pay for happiness or rational purchase of what is needed, this is a question!
The "gambling model" is always applicable to the whole industry.
I don't know if everyone has bought a blind box? Before, I always thought that it was something young people played, and I remembered that it was a figure with two-dimensional and cartoon images, which was not tempting for a person like me.
I have been to the physical store several times before, which is actually the IP image of the store, plus some popular anime figures, One Piece, Conan, Variety Sakura, etc.
How long does it take for Bubble Mart to draw my favorite toy
The Chaowan figure shown above is the blind box of the figure. The shape is usually cute and it is mainly aimed at ordinary players. Except for the original design of the manufacturer, most of the blind boxes are mainly anime and have a wide audience.
The unit price is usually around 20-60 yuan. Compared with the players who collect the figures, the entry threshold is lower.
1. What you see is not what you get
The sales mode is through the blind box mode, with unlimited sales. As long as you like it and have money, you can buy it all and take it home. Users can only choose the series but not the style, and draw randomly.
This also led to many people in the store frantically holding the blind box in their hands and shaking it.
I still don't know how to shake it to know what's inside.
Take my collection of Harry Potter as an example: the external product packaging is not exactly the same as the actual internal product, usually 5-12 toys are a series.
Unpacking the box to get the toy after purchase has strong uncertainty, and only one style can be purchased for a single purchase.
How long does it take for Bubble Mart to draw my favorite toy
The Harry Potter live-action version, one of which is priced at 69 yuan, has a total of 12 characters. At first I just wanted to smoke a Harry Potter and I wanted to try my luck.
So I learned how other people buy it. I shook the box a few times, and then I thought of a random position in my mind.
Because the blind box cannot be returned except for the quality of the toy after the blind box is opened.
Choose to play the blind box that thinks it's Harry Potter and go to the checkout.
You can enter the membership system during checkout, and you can get 10 points for one purchase.
When I got home, I was ready to welcome my Harry Potter, but I could imagine that I didn't win the draw. I drew a toy that I didn't know, and I was full of sense of loss.
Then, in order to draw Harry Potter, I would buy one almost every week. Is it like buying a lottery ticket in time? I have nothing to do and buy two .
After 15 cumulative purchases I noticed a pattern.
Taking 12 types of toys as an example, when I first drew, the probability of getting my favorite style was roughly 1/12.
At the same time, when buying repeatedly, there is a chance to draw the same style . The following picture is the whole process of drawing Harry Potter:
How long does it take for Bubble Mart to draw my favorite toy
The figure shows that when the number of extractions exceeds 10, 100% of the duplicate styles are extracted
Through my own experience I have summarized some views of the blind box mode.
2. Cater to the psychology of consumers
At present, part of the reason why the trendy game market has received a lot of attention comes from the novel gameplay.
Especially the blind box model, which is full of uncertainty, caters to the consumer psychology of possessiveness, surprise and social needs.
Studies have shown that many blind box players say that the attractiveness of blind boxes to themselves not only includes factors such as appearance, but more importantly, the sense of expectation for the interior styles of the blind box, and the surprise when harvesting their favorite styles.
Unpacking the blind box is as exciting as "gambling", especially the higher the expectation when purchasing, the higher the surprise after getting it.
This feature also stimulates consumers to buy telemarketing list repeatedly, and many friends around them have gone from trying blind box novice to becoming "hardcore" players.
With the increase in the number of blind box players, the blind box community and network effects have gradually emerged and discovered at a high speed. Major street stalls sell express delivery blind boxes, and video bloggers sell airplane blind boxes.
Tencent QQ shows that there are more than 220 QQ groups related to the keyword search of "blind box". In addition, there are more than 190,000 related notes on Xiaohongshu.
Sharing and showing off the blind boxes they own has also become a driving factor for players to further purchase blind boxes.
3. Portraits of Tide Play Blind Box Players
Major Players "Generation Z" More than 75% of the players are women.
According to iResearch's 2020 China Trendy Play Blind Box Analysis Report, the current players are b
