"Blind box + play" with fire small commodity sales analysts remind rational view

"Blind box + play" model with fire small commodity sales analysts remind consumers to look at rationally

Why can "turtle against each other" become a new traffic password

Recently, because a star placed a real-name order in the broadcast room, the blind box gameplay of "turtle against each other" quickly came out of the circle. Beijing Youth Daily reporter learned that more "confrontations" appeared in this week's broadcast room, in addition to its similar blind boxes, adorable dolls and other ornaments, but also appeared paper towels, mobile phone cases, snacks, scented candles, fruit tea, and even cosmetics and underwear. "Against each other" has become the new traffic password of the broadcast room.

How popular is "Turtles against each Other"?

"One touch, two touch, three touch, and add three bags" "Baby clear the table, add three bags back to their own demolition" "three even wishing color, European gas ah, boss"...... It seems that there is a unified script, a blind bag that is constantly added to the screen, a piece of paper on the table with a good nine-palace grid, coupled with the anchor's frequent ringing call bell, this is the most popular "turtle on the Internet" live broadcast room at the moment.

What is the charm of this seemingly humble studio? Some stars have appeared in such a broadcast room, not only linger for two or three hours, but also use their real name account to place a number of orders. The star later spread the colorful turtle army all over the floor and sent a video for netizens to "review". As of noon yesterday, the video had received nearly 6.6 million likes.

In fact, there are many netizens playing "turtle to turtle", and they have their own "turtle army". In the video comments section of the above stars, some netizens showed resin turtles of different colors, "four generations of grandparents"; Some netizens have tortoises all over the place, but say there are more than 100 on the way; There are also netizens basking in hundreds of resin turtles, while feeling that they have the same hobby with stars, while seeking secondary use methods.

The broadcast room is "explosive", especially in the evening. Beiqing Daily reporter observed more than 10 similar broadcast rooms and found that in some broadcast rooms, buyers need to wait for an hour or even longer after placing orders to open their own orders. Some anchors even suggested that netizens could not wait to go to other direct broadcast rooms first.

A manufacturer in Yiwu, Zhejiang province, said that the "turtle against each other" was popular before, but recently because of the star effect has been brought to the fire, and now the factory is working overtime to produce 100,000 turtles a day, which can be delivered on the same day. Some manufacturers also said that there is no stock at present, if you order now need to wait for a week. Some manufacturers said that in order to keep up with the growth of orders, the factory has recruited more than 100 workers, plus many cross-border orders, and tens of goods information appear on the mobile phone as soon as you open your eyes.

What is "turtle against turtle"?

Beiqing Daily reporter learned that "turtle against each other" is a way to dismantle resin turtle blind bag. This resin turtle comes in 9 to 10 different colors. Buyers order several bags of blind bags (one turtle per bag) and wish for a color. General sellers will hang out several "packages", such as 4 ×× yuan, 9 ×× yuan and so on.

The seller unpacks in the live broadcast room, if the unpacked blind bag has the color of the buyer's wish or the non-wish color but unpacks two of the same color, the seller will add an additional package, continue to combine with the dismantled blind bag that has not been touched before, until there is no contact.

"Turtle to touch" and upgrade the gameplay, such as unpacking in accordance with the order of the nine palace, and with universal touch, three consecutive, clear, hidden and other additional reward gameplay, in order to increase the probability of buyers being added. In the meantime, all opened blind bags belong to the buyer. Some netizens said that after 9 demolition and 18 demolition, they eventually took away more than 90 turtles.

"It always feels like you don't buy enough, as long as you buy more yields will naturally double." Ms. Zhao, a citizen, was also addicted to the "turtle touch", and was later stopped by her family because too many could not be placed. She told the reporter of Beiqing Daily that she started by inadvertently clicking into such a broadcast room, and then was "hard controlled" for two hours. After seeing more, Ms. Zhao also wanted to try, and bought 9 packages for the first time, and eventually took away 14 turtles. "It's all about taking more turtles. It's not about being pretty." Ms. Zhao said she thought she was unlucky at first, then studied which colors were more likely to appear, and finally decided that she didn't buy enough. "I bought 18 packs at a time and ended up with 40." Although she does not buy it now, she will also squat in this kind of broadcast room to watch, and even sometimes "supervise" the anchor to avoid its wrong calculation of the "turnover number" of the pair.

It's an entertainment experience, not a product

The price of this kind of resin turtle is not high, on some e-commerce platforms, 10 yuan can buy 50, equivalent to two cents a. In contrast, the price of Ms. Zhao's blind bag 18 consecutive demolition is about 40 yuan, even if the last 40 are taken away, it is equivalent to one yuan. Although it was five times more expensive than buying it outright, Ms Zhao was pleased with her burst of luck.

Beiqing Daily reporter found that the netizen who likes to buy "turtle to touch" is not intended to buy more "value" goods. "It's less fun to buy and more about enjoying the process." Ms. Zhao said that the emotional value of the broadcast room was full, as a blind bag was torn, the call bell was rung again and again, and the "boss European gas" was "like winning the lottery again and again."

The magic of this "blind box + play" operation model is that each participant hopes to be able to break out more turtles by luck, and this uncertainty makes the live opening of the blind box more exciting. Compared with the traditional blind box, the "blind box + play" lets the buyer ignore the product itself and pay more attention to their "luck".

Some netizens believe that the "turtle against each other" is not essentially selling goods, but entertainment experience. Compared with the actual toys received, more consumers harvest the emotional value of nervous stimulation.

Studio development of new sales "secret method"

This model has allowed many lower-cost goods to find a "secret way" to sell. Therefore, in addition to the "turtle to touch", more direct broadcast sales used the "touch" way. In addition to the fashionable play class where the resin turtle is located, there are currently snacks, fruit tea, aromatherapy, mobile phone cases, nail flakes, tissue bags, etc., the same play has appeared. Some even put different colored stickers on the goods, forcing them to "blind box". In addition, new gameplay "blind box" similar to "dueling" also appeared in the broadcast room, such as "sieve sieve music", "unlimited train" and so on.

Statistics show that the "blind box + play" class of undismantled blind box broadcast room, some head accounts in the first half of the sales flow has reached 10 million yuan level.

"Compared to other simple demolition boxes, this way of adding gameplay demolition is a magic way to retain users." A person who is engaged in the demolition of this kind of direct broadcast box said that some buyers feel that their luck is not good enough, and the number of orders placed for a live broadcast is getting larger and larger.

Some netizens who brake halfway like Ms. Zhao also have a lot, even if they do not buy. This has inadvertently increased the heat of the relevant broadcast room.

In the observation of the reporter of the Beiqing Daily, the number of online viewing at the same time in many "countertouch" broadcast rooms can be stable at an order of magnitude for several hours without significant changes. A live broadcast can have as few as 500 people and as many as 3,000 people.

analyze

Beware of "gambler mentality" caused by the pursuit of bigger surprises

The "Fashion Play Industry Development Report (2023)" mentioned that the market size of China's fashion toy retail increased from 6.3 billion yuan in 2015 to 34.5 billion yuan in 2021, with a compound annual growth rate of 34% between 2017 and 2021. Looking forward to the future, the market size of the tide play industry will continue to increase.

As an important segment of tide play, the blind box market will also achieve rapid development. According to IImedia data center, China's blind box market continues to grow. Combined with the characteristics of the game, the emergence of more gameplay, such as "clash" and other generation live broadcast has become a new favorite of the current network live broadcast.

Some analysts believe that for the "blind box consumption" and the blind box live broadcast with added gameplay, it should be treated rationally. They are not only "surprise consumption" combined with consumption and entertainment, which can bring a relatively short emotional peak experience, but also a kind of impulse consumption, which may bring a sense of frustration to participants after consumption. Consumers can use it as a hobby, but to avoid addiction, but also to be alert to the risks. Some people may overspend because of the pursuit of greater surprises, and even have a "gambler's psychology", ignoring their own needs, resulting in unnecessary or even beyond the ability to spend. For minors, indulgence is not conducive to the formation of healthy and rational consumption concepts.