If you have the experience of studying in Japan or traveling to Japan during New Year's Day, then you must be familiar with the term "lucky bag".
Nowadays, a "blind box" trend is gradually emerging in China. In fact, it was originally a marketing method learned from Japanese companies. So today let’s talk to you about what a lucky bag is.
Lucky bag marketing originated in Japan at the end of the Meiji period. At that time, Japanese department stores wanted to stimulate public consumption during the New Year period, so they decided to put the goods into a bag. The contents of the lucky bag would not be disclosed in advance, but they would often put goods higher than the price of the lucky bag. For example, the price of a lucky bag is 10,000 yen, and the price tag of the goods in the lucky bag is usually higher than 10,000 yen.
's sense of mystery and value-for-money experience make lucky bags instantly become the focus of public consumption.
As the popularity of lucky bags in department stores increases, not only Japanese companies sell lucky bags, but also some foreign companies sell lucky bags in Japan. Major cosmetics companies and Apple have corresponding promotional methods. For example, I bought an Apple lucky bag (30,000 yen), which included an iPad and Beats solo headphones.
So what are the things about lucky bags that are worthy of criticism? Generally speaking, merchants usually put unsold or unsold products into lucky bags, so gradually people have become a little tired of the contents of the lucky bags. After all, lucky people can get good products, while the rest are "cut off leeks." But during the New Year, people tend not to care about these, as long as they are happy.
The marketing idea of lucky bags continued into the Japanese model market in the 1980s. At that time, a large number of model enthusiasts made models and commercialized them, so offline machines such as "gashapon machines" appeared. In recent years, “gashapon machines” can often be seen in domestic offline shopping malls.
html In the 1990s, China began a series of "collection-card marketing", which can be regarded as the early local application of "blind box" marketing. The most typical representative cases are Little Raccoon and Little Master. Waiting for the Water Margin Hero Cards with crisp noodles, there were actually many similar card marketing at that time, such as Swordsman character cards, Yu-Gi-Oh peripheral cards, etc. However, the Water Margin Hero Cards have many characters, great collection challenges, low unit price of crisp noodles, and are targeted at students and children. They have become the collective childhood memories of almost the entire generation born in the 90s.
Later in the 21st century, the concept of "blind box" has gradually been finalized. Bubble Mart vigorously developed "blind box" products. "Blind box" marketing gradually became popular and activated the adult trendy toy market in one fell swoop. Bubble Mart not only ranked first in the category of "model toys" for certain cats, but also caused a grand scene of more than 2,000 people queuing up at 6 a.m. at the end of 2018 when it was released in limited quantities at Joy City in Xidan, Beijing, a scene comparable to the scene when the iPhone 4 was released that year.
Nowadays, "blind boxes" and "lucky bags" have been maturely used in various marketing scenarios, ranging from convenience stores to shopping malls and duty-free shops. Various forms of blind boxes have emerged as the times require. For toys, stationery, beauty and clothing, the contents of the blind boxes do not seem to be the focus that attracts people to buy. What makes people unknowingly immersed in it is the betting psychology of choosing the blind boxes and the expectations during the process of unpacking the blind boxes.
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