The earliest popular vertical track for blind boxes is trendy toys. The trendy toy companies represented by Bubble Mart use China's excellent original design and the blind box sales form that can bring a sense of surprise. It is very popular among young people. The outside world has paid attention to the blind box, and they began to use the blind box to package products, which brought a series of problems, such as living blind boxes, etc., for a while, public opinion became very popular.

Regarding the attention of the blind box during the two sessions, the relevant person in charge of Bubble Mart said, "In recent years, with the rapid rise of the trendy game market, the marketing form of the blind box has been widely accepted, but we are also concerned about things such as living blind boxes and cash blind boxes. I am worried about the phenomenon of violating public order and good customs and playing edge balls. We always believe that supervision is the means, healthy development is the goal, and a regulated market is good for truly competitive companies.”

▌Blind box economy attracts attention during the two sessions

When "opening blind boxes" has become a trend, blind boxes have gradually become a new marketing method that is popular with merchants and consumers. However, while blind boxes are popular, problems have begun to emerge due to the lack of supervision.

He Yunao paid attention to this phenomenon and conducted in-depth research. "At present, the most common are the fashion play blind box, the beauty blind box, the fresh blind box, and the flying blind box. However, due to the lack of industry standards and effective supervision, there are problems such as counterfeiting, shoddy, and even illegal operations. And its marketing also has the disadvantage of inducing young people to consume blindly." He Yunao said in an interview with the Yangtze Evening News.

He Yunao suggested that, on the one hand, we should increase industry supervision and cultivate the rational consumption outlook of young people; "Increase the actual value and diversity of products, and make the blind box economy develop more healthily."

Yang Xuemei, deputy to the National People's Congress and president of the Yellow River University of Science and Technology, brought the "Suggestions on Strengthening the Supervision of the Blind Box Market". In an interview with The Paper, Yang Xuemei said, "Blind box economy is not a blind business, and there is no blind business opportunity, nor should it be a blind spot for supervision." Yang Xuemei called for speeding up the introduction of management measures to regulate the behavior of the blind box market. Clarify the criteria for the identification of blind boxes, and establish a product list for blind boxes. Establish and improve the third-party supervision mechanism for the amount and extraction probability of hidden funds in blind boxes, and clarify prohibited items in blind box transactions, such as living pets. Strengthen the construction of the blind box market credit system, and classify and manage the business types (business scope) of blind box companies.

According to the People's Daily, the Shanghai delegation put forward the "Proposal on Amending the Law on the Protection of Consumer Rights and Interests" in the name of the delegation. The motion mentioned that the sales of blind boxes should be regulated. The proposal stipulates that if it is clarified that the operator adopts the method of random selection to carry out sales, key information such as the selection rules, the number of products put in, and the selection probability should be publicly announced in a prominent way. It is mainly limited to small-amount consumption in the fields of daily consumption, art and entertainment, etc. It is not allowed to carry out gambling and lottery sales activities in disguise, and it is not allowed to induce irrational consumption.

The "2021 China Trendy Toys Market Development Report" released by the National Situation Survey and Big Data Research Center of the Chinese Academy of Social Sciences predicts that in 2022, the market size of China's trendy toys represented by blind boxes and figures will reach 47.8 billion yuan.

"There is no right or wrong tool, it is the person who uses the tool who is wrong. Now the blind box is criticized, more because it is over-consumed and abused, such as face recognition being used for theft, and blockchain technology being used by speculators to speculate. Coins, etc. "An analyst in the fashion game industry believes that the attention of the blind box economy during the two sessions is a good thing for the industry, and a more regulated market can promote the development of related companies.

In fact, using the blind box as a tool can also bring better social value. For example, Huang Maoxing, a representative of the National People's Congress and a professor at the School of Economics of Fujian Normal University, emphasized that it is necessary to make full use of the opportunities brought by the Internet traffic dividends in marketing reform and channel reform, and accurately connect the niche and trendy consumption attributes of young consumer groups with domestic products. Cultivate fixed consumer groups; reasonably adopt diversified marketing methods such as blind box marketing, cross-border co-branding, IP creation, and limited sales, promote the implementation of the first store policy of commercial brands, and support domestic brands to open their first stores, innovative stores, flagship stores, etc. Consumer product experience offers more diverse forms.

In terms of blind box supervision, which is concerned by the outside world, on January 14, 2022, the Shanghai Municipal Bureau of Market Supervision has issued the "Shanghai Blind Box Business Activities Compliance Guidelines", such as the explicit prohibition of live blind boxes, clear blind box extraction rules, Standardize the blind box price system, etc. According to media reports, one month after the release of the guidelines, the head company Bubble Mart has made effective improvements in probability announcements and underage purchases.

Although the blind box is not the same as the trendy game, many trendy companies are also suffering from the abuse of the blind box concept. "After the emergence of new things, there will be a process from exploration to maturity and regulation. Previously, Shanghai's blind box guidelines were also formed by relevant government departments after soliciting opinions from various parties, including leading companies. It is not one-size-fits-all, which proves that supervision is a In order to better develop the industry and regulate the industry." The above analysts believe.