盲盒不盲：不确定性时代消费者的确定性追求

Blind Box without Blindness: Consumers’ Pursuit of Certainty in the Age of Uncertainty

摘要: 盲盒，作为一种情感体验型消费产品，伴随经济高速增长而兴起，以其独特的“未知性”刺激了消费者的购买欲望，被很多年轻人追捧。然而，尽管情感体验型消费一直在消费者心中占有重要地位，但经济环境及收入的变化，往往影响人们的消费意愿。尤其是经济环境发展前景不确定性增加，会促使消费者更理性地消费，更多地考虑对实用型产品的购买而减少对享乐型产品的购买。本文立足经济下行压力增大的市场现实，针对盲盒营销存在的诸如产品同质化严重、消费者新鲜感消退、品牌形象风险增加等问题，探讨盲盒产品如何在不确定性的时代，在保持神秘性与刺激性的同时通过产品创新属性重塑、社交互动属性重塑、品牌管理属性重塑等以满足消费者的确定性追求，从而走出营销困境。

Abstract: Blind boxes, as an emotional experiential consumer product, have emerged with the rapid growth of the economy, stimulating consumers’ desire to purchase with their unique “unknowns”, and are sought after by many young people. However, although emotional experiential consumption has always held an important position in consumers’ minds, changes in economic environment and income often affect people’s willingness to consume. Especially with the increasing uncertainty in the development prospects of the economic environment, it will encourage consumers to consume more rationally, consider purchasing practical products more, and reduce their purchases of hedonic products. This article is based on the market reality of increasing downward pressure on the economy, and aims to address the problems of blind box marketing, such as severe product homogenization, fading novelty among consumers, and increased brand image risks. It explores how blind box products can meet consumers’ pursuit of certainty through reshaping product innovation attributes, social interaction attributes, brand management attributes, etc., while maintaining mystery and excitement in an uncertain era, in order to overcome marketing difficulties.