The "Turtle Blind Box" controlled by Quan Hongchan actually has such great magic!

Have you seen such live broadcasts recently? -- The nine-square table is filled with "colorful" resin turtles, and the host's words such as "one touch plus one pack" and "full of luck" have attracted viewers to rush to buy. Even Quan Hongchan, who was competing in the Paris Olympics, was found "buying" in the live broadcast room.

After returning to China, Quan Hongchan couldn't wait to show off her spoils - a floor full of little turtles. Why does the turtle blind box have such a magical power?

0 1The turtle turns into a blind box?

Blind boxes have been popular both at home and abroad in the past few years, and the popularity has only increased. Now there are more new ways to play with blind boxes, and "live broadcast of opening blind boxes" is one of them - some voluntary small commodities are put on the cupboard, such as cheap little turtles, small bracelets, portable napkins, socks, outdated manicures, etc.

Take the turtle blind box as an example. The rules of this live broadcast of opening the blind box are also very simple: there are small turtles of different colors in the blind box bag. If you open the wishing color, you can add one pack. If you cancel out the same color, you can add another pack. If three small turtles of the same color are in a straight line, you can add five packs! Many consumers bought a small number of blind boxes but got a lot of turtles. They said they were "addicted". This is also a major selling point of the turtle blind box.

0 2 Why are you addicted to the world of blind boxes?

Some people can't help but ask: What's the point of dismantling these turtles? Actually, there is no point, but this cycle of "dismantle and give away, give away and dismantle" can make many viewers addicted to it. Why is that?

(1) Stimulation brought by uncertainty:

Blind boxes are like Schrödinger's cat. Before you open it, you can only be sure that there are toys inside, but you don't know which one it is. Variable interval rewards fill people's brains with dopamine, and consumers are crazy about what they will get. Relevant psychological research results show that the stimulation of uncertainty will strengthen repeated decisions, so the repurchase rate of blind boxes is extremely high.

(2) “Gambling-style” revenue feedback mechanism:

Behind the "hidden models" and "full of luck" in the blind boxes, it reflects the mentality of "I am very lucky". The value of the blind box does not lie in the toys inside, but in the pleasure of gambling on luck when opening the blind box, betting on whether you are lucky enough to draw your favorite model or get the same color reward.

Unknown probabilities and risking a small amount for a big gain, this "gambling-style" profit feedback mechanism brings about great uncertainty accompanied by great surprises, and also stimulates human desires.

(3) The influence of gambler psychology:

The gambler mentality is the mentality of "wanting to win back if you lose, and wanting to win more if you win". In the process of buying blind boxes, if consumers do not get the style they like, they may have the idea of ​​trying again, hoping to get what they want next time.

Once you get a favorite style, you may want to continue buying to meet your needs for other styles. This mentality has led to an increase in consumer spending on blind boxes, forming the so-called "blind box economy."

(4) Blind herd behavior:

Herd behavior refers to the mutual imitation, following and consistency of group behavior. In the live broadcast of blind box opening, the anchor shows the sales volume of the product and the generous reward mechanism through live broadcast, as well as the love and blessing of celebrities such as Quan Hongchan, which will lead to the situation of following the trend to buy blind boxes.

(5) Promotion of collecting addiction:

The products in the blind boxes often have unique designs, such as turtles of different colors, handicrafts of different styles, etc., which makes consumers have a strong desire to collect. This collection mentality not only increases consumers' purchasing motivation, but also allows them to get more fun and satisfaction in the purchasing process.

0 3 Tips on blind box consumption

Whether it is a blind box containing Yiwu small toys or two-dimensional peripherals, we can experience a certain emotional value through such a small box.

However, blind boxes are uncertain, and consumers should reasonably evaluate the necessity of buying blind boxes based on their own economic conditions and interests. They should not blindly follow the trend or make impulse purchases, avoid irrational consumption behaviors due to the pursuit of excitement, and avoid becoming blind box "gamblers". Parents or guardians should also strengthen guidance and supervision of minors' consumption behaviors.

No matter how good the blind box is, don’t be greedy~

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Reference sources: Science Popularization China, Science Popularization Guangzhou, China Education Daily, Guangming Daily