In this revision of the "Management Specifications for Blind Box Products", the main changes are related to the product release specifications, that is, the placement category regulations for blind boxes for figures, blind boxes for toys and blind boxes for cards. In addition, In addition, detailed rules for handling violations at the merchant level have also been added.
The first is the revision of the placement category regulations. Douyin e-commerce stated that although blind box products have a certain degree of randomness in styles within a clear range, the available product-related information needs to be consistent with ordinary products. Merchants In addition to the relevant requirements of the original "Product Information Release Specifications" when publishing, you also need to comply with the newly added: blind boxes for figures, blind boxes for toys and blind boxes for cards that are blind boxes when they leave the factory need to comply with It is required to place it under the category of model toys/animation/peripherals/cos/board games > trendy blind box.
Secondly, regarding the handling of violations by merchants, Douyin clearly pointed out that if blind box merchants are suspected of gambling when selling blind box products, they will be strictly dealt with in accordance with the "Merchant-Unjust Enrichment" rules. At the same time, the platform has the right to According to relevant legal provisions, illegal clues about merchants will be handed over to the public security organs.
" blind box " is a subculture craze that has emerged in recent years. Due to the uncertainty and unknown stimulation of blind boxes, blind boxes have gradually become a new favorite among young consumers. The box economy also emerged. When it comes to blind boxes, the most famous one is the " Bubble Mart " that has been successfully launched. According to Bubble Mart's financial report, from 2017 to 2019, Bubble Mart's operating income increased from 158 million to 158 million. Yuan soared by 1.683 billion yuan, and net profit increased 300 times. When it was listed on the Hong Kong Stock Exchange in 2020, its market value once exceeded the 100 billion mark.
The picture shows the Bubble Mart blind box
The huge profits brought by the blind box economy have also attracted many merchants to fish in troubled waters. They take advantage of people's fluke mentality when buying blind boxes from "try it out" to "don't want to lose the sunk cost". In the sales of blind boxes, they use sales methods such as "limited editions" and "hidden editions" , inducing and condoning consumers' irrational consumption and excessive purchase of blind boxes. This behavior is essentially suspected of "illegal gambling" and is contrary to market rules and legal rules.
However, as of now, there are no standardized and powerful regulatory measures for the blind box sales industry. Although these regulations introduced by Douyin e-commerce can protect the rights and interests of consumers to a certain extent, consumers still need to keep their eyes peeled if they want to avoid being "scammed" by blind box sales. After all, nothing will fall into the sky. Pie, the temporary stimulation may cost more to compensate.
