Why are blind boxes so popular with young people? LAPEL PIN badge factory
▼
Blind boxThe main audience is the post-1995 generation Z crowd. According to the 2020 Generation Z Consumer Attitude Insight The Report released by CBN Business Data Center, Tmall had nearly 200,000 users last yearBlind boxSpent more than 20,000 yuan last year. Hardcore gamers “The post-1995 generation accounted for most of them.
People are curious and longing for the unknown. That‘s the fun of the blind box. Blind & throughout; You can’t predict what‘s in the box. It is the randomness of the product itself that makes the blind box covered with a layer of mystery, arouses consumers’ curiosity, brings freshness and stimulates their desire to buy.
Blind box marketing also cleverly uses the Diderot effect. The Diderot effect is a common one. The more you have, the less you have. That is, when you don‘t get something, your heart is very stable, but once you get it, you are not satisfied. For example, you buy a new pair of shoes, but you don’t think you have anything to wear with them, so you go shopping for a new outfit. Then you realize you still need a bag and some accessories, so you go shopping again…. If you buy an iPad Pro, for example, you’ll want the Apple Pencil and keyboard as well.
Blind boxes are usually sold in series, each with a dozen dolls with the same theme but different shapes. Pick one at random, and if you get what you want, you will feel lucky and happy, and then you will want to put together a complete set to bring satisfaction and a sense of accomplishment. If you don’t get what you want, disappointment and reluctance will result. The mind of a gambler. , prompting consumers to buy again until they win. Curiosity drives consumers to try it for the first time, and collection drives them to make repeated purchases. According to Bubblemart‘s prospectus, about 70% of fashion toy consumers will buy the blind box three times or more because they are eager for a particular hand, which shows the high user engagement.
Secondly, merchants take advantage of it. Hunger marketing; Create a sense of scarcity. In consumer psychology, people think of Things are rare and valuable. The change phenomenon caused by the improvement of purchasing behavior is called. The scarcity effect. . The blind box is usually sold as “fixed + hidden”. Hidden style; Is so rare that the odds of winning are only 1 in 144. This relatively scarce product attracts consumers and stimulates their desire to buy.
At the same time, the unique IP attribute of the blind box makes its collection value greater than the use value, which is an excellent conversation topic for the spread of social currency among consumers. Based on the psychology of sharing and showing off, blind box lovers will publish original content on new media platforms such as Xiaohongshu, Weibo and B station, such as unboxing videos and blind box drawing tutorials. With the help of precise delivery, the blind box can rapidly expand the sphere of influence. The strong social attribute of the blind box causes spontaneous communication among users, improves brand exposure and popularity, and awakens potential users to stimulate their consumption.
Indeed, blind box marketing accurately captures the consumption needs of Generation Z and satisfies their curiosity, gambler and social psychology.
▼
Reminder Flexible quality Options - start from scratch or adjust one of our designs to meet your needs. Expert Design Services - our friendly graphics specialists will create your vision with a custom proof. Fast Turnaround
Contact us
