Analysis and Enlightenment of Blind Box Culture "Go Viral"

Abstract

In recent years, "Blind Box Consumption" has set off waves in China. Blind box products quickly occupy the vast market and become a hot topic of public discussion. Behind the blind box trend of the blind box is the localized development of Japanese tide play in China, from which we can get a glimpse of China's popular consumption model and consumer mentality. The paper mainly analyzes the cultural characteristics and current situation of blind boxes from the following three aspects: The reason for the "explosion" of blind boxes in China; Consumer psychology and behavior analysis and the potential harm of blind box consumption. It is found that the blind box, as a new consumption model, brings short and varied emotional experiences to consumers. At the same time, the uncertainty of blind box products increases the repurchase rate of customers, allowing consumers to form emotional dependence during the purchase process, thus achieving the effect of "addiction", resulting in addictive spending beyond the consumption budget. Therefore, the development of the blind box industry urgently needs the government departments to refine and improve the industry laws and regulations, and the regulatory authorities need to supervise the merchants and establish a perfect after-sales service mechanism. Consumers should also be accomplished with open eyes, understand the publicity mode and potential harm behind the blind box, and establish a scientific and rational consumption concept.