Why is the blind box so hot?

Because POP MART captures the consumption psychology of contemporary young people.

For example, zodiac series, festival series, circus series and so on.

In Xiao Guo's view, the "Z era" has independent aesthetics and judgments, and does not like to be instilled with values. Therefore, POP MART will not inject values and stories into IP, but leave the imagination space to consumers.

For example, the image of Molly is a pouting little girl, and people can't even tell her emotions. POP MART also discussed with the designer to change it to "smile" or "angry", but finally decided to keep a straight face. The purpose of this is to let consumers create their own toys and give them emotion.

Industry supervision

202 1 1 26, China Consumers Association named blind box consumption, pointing out that consumers should not be too addicted to it to attract industry attention.

The relevant person in charge of the industry head company POP MART responded that every reporter said that in recent years, common marketing methods such as blind boxes, blessing bags and stuffy bags have gradually been accepted by the public, but they have indeed been used by some unscrupulous businesses.

The person said, "We welcome supervision. The purpose of supervision is not to stifle the industry, but to promote the healthier and orderly development of the industry. "