Why Does the Blind Box Become the "Maotai" of Contemporary Young People?

Abstract

Nowadays, people's standard of living is getting better and better. The purpose of people's consumption is more eager for spiritual and emotional satisfaction. So the blind box culture has gradually become a part of daily consumption. Therefore, the research theme of this paper is why the blind box has become an indispensable product in the life of young people. The research methods of this paper are as follows: first, find out the earliest origin of the blind box, then collect the relevant data about the development and sales of the blind box, and analyze the marketing strategy of the blind box. The result of this study is that the blind box is very popular among young people, not only because of its diversified series shape, low price and rich IP, but also because of its sales model characterized by random selection, which makes consumers have the psychology of "gambling" and have an "addictive" repurchase desire to the blind box.