For a time, blind box marketing was very common. In many shopping malls, you can see blind box retail cabinets placed everywhere. There are boxes one by one, which tempt you to consume. As for what is inside, it depends on luck in a great way. See how lucky you are and whether you can get valuable things. It is similar to“ Buy lottery tickets”, It all depends on luck. If you simply look at luck, maybe people will no longer be interested in playing half a time. But for different commodity models, there are also different ways to adopt blind boxes. Some marketing methods are still very effective.

Recently, we have noticed that the Henan Museum“ Archaeological blind box” They can be sold out of stock. In this relative“ Strange” In the market, you can even sell one“ Archaeological blind box” I don't know if it is“ Tomb Robbing Notes” The educational function of the series, or a market derivative phenomenon brought about by treasure programs in recent years? In any case, this kind of marketing inducement to unknown uncertainty has really interested some users.

The hot sales of cultural and creative products of archaeological blind boxes are actually a strategy to cater to the marketing of blind boxes. In addition to the Henan Museum, there are many museums in China that play blind box marketing recently, such as the“ Bronze Team” Series and Sanxingdui Museum jointly launched“ Pray for God” Series, etc., are quite popular. As for the cultural and creative products of the Palace Museum, they have always been very popular. Even a small calendar of the Palace Museum is a hot sale every year.

We also noticed that China Post also opened the blind box model when it was subscribing for new mail in 2021. It can be seen that in the face of a model that young people like, businesses from all walks of life want to catch this sales express, which will bring a new sales growth. And in some industries, it has really played an unexpected role. Can blind box marketing continue to be popular? Where is the key point of blind box marketing?

1. Blind box, first of all, lies in“ Blind”

As we all know, blind box is to place different items in the box. When consumers buy, they can't open the box. The experience of randomization is to set a kind of suspense. In fact, compared with lottery tickets, what can ensure is that they can get an exact product, but the difference in value depends on luck. This is also the charm of its ability to become one of the most popular marketing methods at present.

Generally, blind boxes appear in series, which may be the periphery of animation, film and television works, or the characters designed by designers alone, such as Molly, who is famous in the blind box. In addition to the fixed characters in a set, some blind boxes also have hidden models. There are certain randomness and inevitability. Of course, the more important thing is the value of hidden money, which is the real hot spot and driving force for consumers to pursue.

China Post also introduced a kind of hidden money in the self-help signature for the 120th anniversary of the founding of Suzhou University this year, which is equivalent to an unexpected surprise in the blind box. Because it is not guaranteed to be in every box, with a certain degree of randomness and contingency, it will also be sought after. In fact, this kind of marketing method has a certain prospect in some collection markets. I just wonder if this year's Mount Wuyi commemorative coin (double heritage product) will also launch a similar marketing model? Of course, it depends on the wisdom of Agricultural Bank of China.

2. The popularity of blind box lies in its uncertainty

The biggest characteristic of the blind box is its uncertainty, because no one knows what is in the box, and whether it has the one you want? The moderate price makes users have no pressure to buy, but there is also pressure to buy more. But in the process of collection, we are not sure whether we can have the one you want, which is the temptation.

In particular, this kind of curiosity is more attractive to young people. It can be accepted at a moderate price first, and it becomes a part of the unknown participation“ Poison”, Attract users. Because there is a kind of excitability and blind obedience of collection, most of the time it needs luck to uncover it, so it is easier to make people with a strong sense of exploration unable to stop. This is also an internal trick why blind boxes can stimulate users to buy again. In addition, the value of the blind box itself is not“ It's worthless”, Just can you get the one you want“ Object” Is the key, and its products also contain certain value.

It is reported that the playing method of blind box originated in Japan, from the lucky bag in department stores to the egg twisting machine in the model market, as well as the collection cards of plain noodles, such as raccoons and housekeepers, which make the post-90s unable to stop. These are all forms of disguised use of blind box. If it was just a random (with package) gift of a small card at the beginning, it has now evolved to appear directly in the form of a blind box. The product is directly embedded in it, and the satisfaction that belongs to your own preferences can be obtained through luck distribution.

3. Blind Box Luck presents a distinctive and possessive desire different from others

Because of the particularity of the blind box, which is different from the general content, it is the focus of the pursuit to obtain different and unique items. For example, the hidden items in the SODA self-help signature are different in themselves. Users who can draw the money feel that they have taken a big advantage, and their value has also been improved. In the process of collection, they also appear unique and special. It has a certain characteristic that rare things are precious, so it will be pursued. This is a continuation of the minority culture. In the process of collecting all kinds of blind boxes, users are also chasing the rare sense of gain and satisfaction of the minority.

When the blind box marketing began to become popular, we also noticed that the capital market also targeted this market, so we used a new consumption model to stimulate marketing, and then achieve consumer satisfaction. In some niche markets, such as shoes, dolls and collectibles, the simple purchase of dolls that can be bought with a little money has turned into the sense of achievement that can only buy rare dolls with good luck. People who can buy rare dolls will be admired and admired by others. People who play blind boxes are also willing to pay for such happiness and satisfaction.

Because of the marketing method of the blind box, the rare and hidden models of each series of the blind box have been sought after by users, and the direct effect is to stimulate some users to buy again, thus continuously pushing up the sales expectations of the products. Even, it will breed users who can't get the money they want to buy at a high price from those who get the rare and hidden money. In this way, the value of the blind box is also highlighted. The price of the hidden items in the self-help signature is much higher than that of other items, because the users who obtain the blind box want to increase the price of“ Draw” We will buy more blind boxes, and the hidden money we are lucky to get during unpacking is for“ Deduction” The value output of the whole blind box purchase will increase the selling price of the hidden items, so as to seek the value balance. This is the psychological change of the user after getting the rare model, which will naturally affect the whole purchase process of the blind box. Of course, everything has a degree, beyond which the value will become bloated, and then lose the enthusiasm of users.

4. The value of blind box is to constantly introduce the old and bring forth the new

Although the blind box has a certain stimulation, if you want to get the continuous attention of users, you need to constantly introduce the old and bring forth the new, so as to retain users. However, the pursuit of the blind box also needs a degree, and cannot be uncontrolled. It was reported that“ Nearly 200000 consumers spend 20000 yuan on Tmall to collect blind boxes every day& rdquo; This has obviously fallen into a kind of“ Sick” The pursuit of.

As we all know, it is a very useful way for brands to stimulate consumers' hunger by creating scarcity. In the sales of conventional blind boxes, a series usually has 10 conventional styles, plus 1 hidden style, which is scarce. If you just overemphasize the marketing of blind boxes and ignore the feedback of users, it will be gradually diluted and abandoned by users. How to get the continuous attention of users is the fundamental, and what can users get behind the continuous attention?

We have noticed that Panera Bread, a popular baking brand in the United States, combines the blind box marketing model with the member marketing model to win a large number of loyal fans by providing consumers with infinitely variable rewards. Consumers can accumulate member points after spending in the store. After accumulating the points, the shop assistant will give you surprise benefits. However, they will not tell consumers the specific time and type of benefits, only receive“ Gift” At that moment, the answer will be revealed. This infinitely variable reward not only provides consumers with the opportunity to share, but also stimulates them to visit the store again and again for a sense of exclusive surprise. This is actually a good continuation and derivative value.