Research on the Impact of Blind Box on Consumers and Marketing Strategies

Shanghai University of International Business and Economics, School of Statistics and Information, Shanghai, 201620, China

^* Corresponding author: 23066036@suibe.edu.cn

Abstract

A blind box is a sales method where consumers purchase items without knowing the specific contents until after the transaction. This paper investigates the rapid growth of the blind box industry over the past few years and its impact on consumer behavior, particularly in the context of the market’s gradual decline in the post-pandemic era. As the initial excitement around blind boxes begins to fade, the study examines the strengths and weaknesses of this marketing strategy, uncovering issues such as the loss of trend appeal, chaos in the secondary market, and the excessive homogeneity of IP (Intellectual Property). By utilizing the addiction model, this research delves into the psychological factors that make blind boxes so compelling to consumers, leading to addictive purchasing behaviors. However, as the market matures, these marketing tactics have begun to reveal significant drawbacks. To address these challenges, the paper suggests several strategies: enhancing emotional design within blind box IP to foster deeper consumer connections, implementing stricter regulations on the secondary market, and actively exploring overseas markets to rejuvenate growth. These approaches aim to inject new life into the blind box industry, ensuring its sustainable development in the future.