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BD Rakib
03 de ago. de 2022
In Fórum de educação
1. Blind boxes soothe the minds of some consumers Wang Ning, founder of Bubble Mart born in 1985, said: "The reason why Molly can become a popular image is that the logic behind it is more like 100 people have 100 Hamlets in their hearts. It hollows out its own soul, and you can put your own Put the soul in." The player is Mr. Hu, who runs a community of blind box players. "Most of the players who play deeper have internal injuries. Even if they don't have internal injuries, they are lonely." Mr. Hu is no exception. His family was not full, so he bought a whole set of blind boxes all at once. Player Zhou Ying, just one year into the pit, the blind box at home has filled the entire wall of the living room. When the light bulb is broken, the sewer is blocked, and when she loses sleep at night and feels that her life is a mess, she finds these dolls that can't speak to her comfort. "Blind box makes me happy", "Blind box gives country email list me hope", "Blind box makes me find group identity", "Blind box gives me comfort". Seeing that blind box doll with a dimpled mouth, many people will regard it as themselves. When he is happy, the doll is happy. When he is depressed, the doll is depressed. 2. Blind boxes give people little luck in life A blind box is like the box of chocolates in life, you never know what the next one will taste like. Take Bubble Mart as an example, there are 12 sets of blind boxes in a whole box, and there are 12 dolls in a set of blind boxes. One of the 144 little dolls in a box is a hidden one. For consumers, the unique purchasing method of the blind box makes users feel a strong sense of surprise when they open the blind box, and the anxiety and expectation caused by the uncertainty of hidden models will follow after the confirmation. It comes with unwillingness or satisfaction, and this kind of satisfaction gives users a little luck in their lives. At the same time, the momentary loss or surprise when opening the blind box also forms a strong consumer experience. In such a stressful society, such little luck and little expectation can give people a lot of satisfaction. 3. Blind boxes can also be social The seemingly very personal act of collecting things can lead to social behavior by connecting people with people who share common interests. When users buy duplicate and disliked blind box styles, there is a need to replace and exchange blind boxes, and a blind box social circle is formed; friends will also discuss new blind boxes online and hold offline parties. Display rare blind boxes; "restricted purchases", "new products", "collections"... Everyone with players sharing, showing off, discussing, and exchanging psychology, are all finding their own place in this circle; Who are our users? What needs are met for them? This is the Internet thinking that we can learn from. 03 Growth thinking, blind box makes you addicted A small blind box can create such great value, and there must be a good growth model. 1. Customer acquisition: high quality and low price, very exciting Bubble Mart cooperates with various celebrities, variety shows, and Taobao activities, and brings goods through live broadcasts of video bloggers, and keeps "existing". Offline, various retail stores, online channels, robot stores, wholesale and exhibitions make it difficult for you to see, and constantly stimulate your potential purchase motives in the scene. When you get close to him, you will soon become his user. Compared with the figurines that cost thousands of yuan on the Internet, the unit price of blind boxes is not high, most of them are 59-79 yuan, which is very good and cheap. This price is also the psychological price of many users. A toy of more than ten yuan is played by children. A figure of several thousand yuan is too expensive. If you buy one, you can put it in the office, put it on the desk, and give it to others. Just for two afternoon teas. This price greatly reduces the consumption threshold for everyone; 2. Repurchase: random scarcity, buy and buy The core gameplay of the blind box is "blind", so that no one can predict before unpacking the blind box that they have chosen by themselves, what is in it, whether they like it or not? Can arouse strong curiosity. The anticipation of opening the next blind box and the surprise of winning the hidden model make blind box players deeply immersed in it. When you get the object you like, you will be happy; when you don't get the object you like, you will be deficient, looking forward to the next small luck or even a gamble; when you open each new blind box, your expectations and The coexistence of loss motivates you to buy the next blind box; some people even buy all 144 for a specific blind box, commonly known as the end box; In addition to the expectation of the blind box to make you re-purchase, the continuous iterative products will make you continue to re-purchase. Users who play the blind box or the figure have a strong sense of identity and belonging to the content and IP. Blind box products often launch commemorative models, limited models, hidden models, etc. from time to time, and they are limited for a limited time. The purpose is to create the scarcity of blind boxes. Scarcity creates high value, so new IPs and various limited editions are constantly being released, making you buy and buy again.
What needs does the blind box meet for these users?

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