All the gameplay routines of using blind boxes to create fission are here!

Everyone knows that blind boxes have been very popular in the past two years. Through blind box marketing, Pop Mart has increased its profits 300 times in three years. The "Post-95 Players' Shopping Ability List" released by Tmall also shows that the sales of blind boxes on Tmall increased by 189.7% year-on-year, and has become the most expensive hobby for contemporary young people.

So we will see that more and more businesses are starting to bet on blind box marketing, such as vegetable blind boxes, pork blind boxes, fish blind boxes, beef blind boxes, etc., which fully verifies the saying on the Internet that "everything can be a blind box." So what exactly is blind box marketing?

1. What is blind box marketing?

Let’s talk about blind boxes first. As the name suggests, blind boxes refer to merchants putting different items in a box, and users draw items based on luck. Before purchasing the blind box, users do not know what item they will buy.

For example: the lucky box in the shopping mall is a type of blind box; there are also various themed lucky bags, such as New Year's lucky bags, Christmas lucky bags and birthday lucky bags that beauty brands release every year, which are also a type of blind box.

There is also the card collecting marketing that we used when we were kids, which is also a type of blind box. Like the Water Margin hero cards of Little Raccoon and Little Cooking Noodles, as well as the character cards of The Smiling Proud Wanderer, etc.

So, what is blind box marketing?

Blind box marketing refers to a randomized, probabilistic sales method that arouses people's curiosity and even a gambling mentality, "What will be next?" The mentality makes users unable to stop and gradually become addicted, thus starting irrational consumption. Especially when there are "limited edition" products in the blind box, this irrational consumption will be infinitely magnified, just like Pop Mart.

Blind box marketing can help merchants achieve multiple goals, such as: stimulating transaction conversions, increasing repurchase rates, increasing average order value, clearing inventory , etc.

The current blind box marketing can be roughly divided into two categories:

1. Package the product into a blind box and sell it

By packaging the original products through the blind box concept, the product premium is increased through random marketing to attract consumers to pay. For example, Vita Lemon Tea and Douluo Dalu animation jointly launched 3 sets of themes and a total of 11 joint packaging, allowing consumers to collect the packaging and continue to repurchase, greatly increasing the sales of Vita Lemon Tea.

Secondly, some beauty brands have launched blind box trial products. For example, the L'Oreal Little Beauty Box launched by the L'Oreal Group, each blind box contains trial packs of 6-8 brands, such as Lancome, Helena Rubinstein, Biotherm, Kiehl's, Shu Uemura, Yves Saint Laurent, etc. If users want to get a trial pack of a certain brand, it depends entirely on probability.

2. Get a blind box in the buy-one-get-one-free mode

Use blind boxes as incentives to attract consumers to make transactions. For example, China Li Ning Shenzhen Zhuoyue Center Store offers a lucky bag with product value of 800 yuan for purchases of 999 yuan, and a lucky bag with product value of 1,400 yuan for purchases of 1,899 yuan or more. The lucky bags are a random combination of products in the store.

You may wonder why the same product is particularly popular among users when it is replaced with a blind box?

2. Why are blind boxes so popular?

To analyze why blind boxes are popular among users, we must start from the users’ psychology.

1. Curiosity

Blind box products are random, and the expectation of unknown products increases the fun of the purchasing process. Precisely because you don’t know which product you will get, you become more curious and start to imagine and look forward to your own blind box.

Just like what they say online, life is like opening a blind box, you never know what surprise you will find in the next second. The joy of buying blind boxes is simpler than buying clothes or bags, and the unit price is more cost-effective.

2. Gambling Psychology

Before opening the box, you don’t know whether what you buy is what you expect. Just like buying lottery tickets, under the influence of gambling psychology, players will keep trying. If you lose the bet, you will be unwilling to open the next box; if you win the bet, the great sense of satisfaction and the desire to show off will also drive the player to continue opening the boxes.

3. Herd mentality

Many people are influenced by the people around them. When colleagues or friends around them are discussing blind boxes, blind boxes have become a kind of social currency. So you will slowly start to try and like this way of shopping, develop an aesthetic shift, and eventually become addicted.

4. Difficulty in choosing

There is another type of blind box that helps users make decisions.

For example, the 99-yuan bookstore blind bag sold in Weiya’s live broadcast room contains at least one book and one cultural and creative product. It is jointly launched by five independent bookstores. Through blind box marketing, it eliminates users’ concerns about book selection.

For example, blind boxes at the vegetable market solve the problem of users buying vegetables. They no longer have to worry about what to eat today. They can just buy them home and cook.

5. Low barriers to entry

Most blind boxes meet one condition, that is, they are affordable. It is precisely because of this price setting that the purchase threshold is lowered, attracting a large number of users.

Blind boxes bring about a change in consumption patterns. Now that people have their material needs met, they are more inclined to satisfy their spiritual needs, and blind boxes are precisely an "addictive" product.

Since blind boxes are so popular, we have to think about how to replicate the gameplay of blind boxes into fission activities?

In the past six months, many of our clients have been doing blind box activities, whether it is education, e-commerce, retail, home furnishings, or digital products, and the data are good .

3. How to achieve blind box fission?

After experiencing 21 blind box fission activities, we summarized some common characteristics. The following will expand on the four aspects of prize selection, fission poster, fission path, and user conversion .

1. Prize Selection

If you look at the blind box fission poster below, you will find that the prizes of the blind box activity consist of two parts.

One is low-priced prizes with lower value, such as Bluetooth headsets, power banks, toilet paper, dishwashing liquid, etc. The other is high-value prizes , which are also gimmick prizes to attract users to participate in the event, such as Apple mobile phones, iPads, 2,000 yuan gift packages, etc.

When doing blind box activities, the selection of prizes can follow this rule, and then combine it with your own business to determine the final activity prizes.

2. Fission poster

Blind box fission posters usually consist of four parts: main title + subtitle + prize + scan code action instructions

Main title copy template: Get a blind box/lucky bag for free; Free blind box/lucky bag; Crazy blind box; Get a learning blind box for free

Subtitle copy features: You can get up to iPhone 12 or Huawei P40 Pro +; up to 2999 yuan worth of Haier smart refrigerator; up to 2000 yuan worth of cleaning and care gift package; you must win one of the following prizes; you must win digital peripherals, win mobile phone prizes, etc.

There are two main layout styles for prizes : one is gift box + activity prize, with the activity prizes displayed in an unboxing style; the other is a regular arrangement of the activity prizes to highlight each prize.

Of the two prize layout styles, the first one is more in line with the theme of blind boxes, giving a visual sense of surprise when unboxing. And based on the proportion of event poster styles, 80% of customers chose the first layout style.

Scan code action instructions: Get it for free at 0 yuan; Get it with free shipping at 0 yuan; Limited to 300 copies; Limited to 24 hours; Free shipping to your home; Scan code for identification, etc.

3. Fission Path

There are two main categories of fission paths:

One is to direct traffic to WeChat public accounts, which is the method of using Martial Arts ; the other is to direct traffic to corporate WeChat, which is the method of using Enterprise WeChat .

Mission treasure blind box fission path:

1. See blind box event posters in Moments/Community
2. Users scan the QR code to participate in the event and obtain exclusive posters and event rules
3. Users forward posters and invite friends to help them
4. Complete the task, fill in the delivery address, and wait for the blind box to be delivered to your home

Qiweibao blind box fission path:

1. See the blind box event poster in the circle of friends/community
2. The user scans the QR code to follow the official account, and the official account pops up the corporate WeChat QR code
3. Add the corporate WeChat customer service number, and the corporate WeChat will automatically send posters and event copywriting
4. Users forward posters and invite friends to help them
5. Friends follow the official account and add the corporate WeChat to help you succeed
6. Complete the task, fill in the delivery address, and wait for the blind box to be delivered to your home

In this session, 90% of users have the following questions:

• After users complete the task, will they be allowed to draw a blind box?
• After completing the task, do users know what prizes they have received?
• How to send blind boxes to users? Do you need a special blind box?

Q&A: When the user completes the task, he or she does not know what prize he or she will receive, nor does he or she need to draw a blind box. The user only needs to fill in the delivery address and then wait quietly for his or her blind box.

Regarding the blind boxes for prizes, it would be best if the company has its own designed blind box boxes; if not, ordinary express boxes can also be used. There is no need to purchase blind boxes separately, thus saving customer acquisition costs.

The prizes in the blind box are decided by the event organizer. When shipping the prizes, the organizer may give priority to affordable prizes, or decide the value of the prizes based on the number of new users attracted. For example, higher value prizes will be given to the top 10 users on the list.

This not only achieves the goal of attracting new customers, but also effectively controls the activity budget.

4. User conversion

There are three main models of user conversion

(1) Conversion of users from corporate WeChat accounts/personal WeChat accounts

Drainage inlet:

Event welcome message, graphic and text messages, support reminders, task completion reminders, filling in the delivery address details page, etc.

Through these traffic entry points, users are directed to the customer service number, and users are converted through one-on-one communication with users, such as sending exclusive benefits, preferential activities, fission activities, course reminders, event promotions, and useful content, etc.

(2) Community conversion users

The community’s traffic entrance is the same as the customer number. After users enter the community, they are converted through group buying, flash sales, lotteries, bringing in new users, live streaming, and other methods.

(3) Send multiple group messages to convert users

Multiple group messages means that after a user follows a public account, the public account will automatically push multiple messages to the user within a specific time, such as 10 minutes, 60 minutes, 2 hours, 24 hours, etc. It could be a low-priced traffic-generating course, other fission activities, or a link to a community...

For example, Zebra English pushes fission activities + courses through multiple group messages.

The underlying logic of blind box fission is still the task gameplay, and the same prize is expressed in a different way. Our previous activities were giving out books, toys, and daily necessities for 0 yuan, but now we have changed it to giving out blind boxes for 0 yuan. Students who are doing fission can try the blind box method~

Author: Mango Meow

Source: Mango Cat