What is Blind Box economy? A self-made blind box of milk tea made by a cleaning aunt in Hangzhou led the queue to rush to Weibo hot search.

Another piece of milk tea news surged to the hot search list 👇 of Weibo.

According to the list, this is a cup of "blind box" milk tea made by a cleaning aunt of a company in Hangzhou.

Perhaps because of the affordable price (only 5 yuan per cup of milk tea) and the interest of milk tea in the form of a "blind box", this cup of milk tea made by aunt Procter & Clean unexpectedly caused the whole company's employees to queue up to buy it every day.

At 2pm every day, there is a long queue here, and some company employees even bring their own large teacups.

Although it is a "blind box" form of milk tea, but according to consumers: the taste of milk tea is very good, and the classic taste of milk tea can also be reflected in this cup of "blind box" milk tea, so aunt Baojie's milk tea is basically in a state of second light every day.

Speaking of the cause of making "blind box" milk tea, the cleaning aunt said: it is because her daughter likes to drink milk tea and spends money to buy it every day, so she taught herself how to make milk tea online. Later, on a whim, she set up a "blind box" milk tea stall in the company tea room, but the business was very hot.

As for when asked whether 5 yuan a cup of milk tea will lose money, the answer from aunt Procter & Clean is also quite shocking. Aunt Baojie said that she is not short of money and there are several apartments at home! Making milk tea is just for fun. The only difficulty is that I am too busy to dance square with my sisters.

However, this is not the first time "blind box" milk tea has become popular.

In April this year, "blind box" milk tea went viral on Douyin.

A honeycomb brand founded in Hangzhou has launched a blind box of milk tea in Qingdao stores. As long as you buy milk tea, it is possible to open and export gifts such as red, eye shadow, hair cards and so on.

Because of the addition of blind box milk tea, when the heat was at its highest in mid-March this year, the daily turnover of Milk Tea in Shandong province, which started activities earlier, suddenly jumped from 3000 yuan to more than 10000 yuan.

In recent years, the "blind box economy" has been a hot spot, with amazing circle-breaking ability, as if the blind box can do whatever it does.

According to the Baidu encyclopedia entry:

The so-called blind box means that consumers can not know the specific product style of the toy box in advance, with random properties, only open will know what they have drawn. Because uncertain stimulation will strengthen repeated decision-making, so the blind box has become addictive for a while, and consumers have to buy with pride!

The origin of the concept of blind box probably comes from the lucky bag in Japan, and there are various forms of twisted eggs, blind box and other products in China, but the blind box became a common economic phenomenon only in 2019.

"Blind box economy" is a marketing method of brand marketing, which creates an unexpected sense of surprise for consumers, but no matter which brand products and blind box group CP, only relying on "blind box economy" marketing is not a long-term solution, only the brand itself with "hard" strength is the magic weapon of long-term management.

* Image source: Internet

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