Blind box, as its name implies, is to put different goods in the same box. Consumers don't know which one is in the box in advance, but there is a certain probability that they can draw their favorite goods. It is this kind of marketing strategy similar to lottery that can easily stimulate consumers' desire to buy and become one of the marketing means to attract young people's consumption.

As enterprises from all walks of life find that the blind box market is profitable, they all want a piece of the action. In addition to the original toys, restaurants, beauty cosmetics, stationery, books and many other consumer areas have also begun? Blind box wind? In the consumer market, blind boxes can be seen everywhere. According to a survey, the domestic market size of blind box industry was 7.4 billion yuan in 20 19, and it is expected to exceed10 billion yuan in 20021year.

China Consumers Association believes that at present, some operators' products are not competitive enough, and they only think about the marketing enthusiasm of blind boxes; Some operators regard blind boxes as? Clear inventory? Our tools have won immediate benefits, but lost long-term reputation. These behaviors not only harm the legitimate rights and interests of consumers, but also disrupt the normal order of the market, which is not conducive to the healthy development of the industry. Operators shall earnestly abide by the provisions of the Consumer Protection Law, the Electronic Commerce Law, the Product Quality Law and other laws and regulations, especially in the following aspects:

1. The basic attribute of blind box is commodity, and the operator must bear the legal responsibility of quality assurance. No matter whether the blind box is sold according to genuine products or accessories, the blind box itself is a commodity, and the operator must bear the legal responsibility of quality assurance. On the one hand, we must ensure the reliable source of products, complete the chain and put an end to it? Three no? Products and counterfeits; On the other hand, actively fulfill the obligations of operators such as return, replacement and repair. Bonus? Lucky draw? Excuses such as quality assurance and after-sales service obligations should be exempted.

2. Blind box operators shall ensure the authenticity of commodity quality information and the informed choice of consumers. Although there is some confidentiality about the product style in blind box sales, information about product quality and service, such as origin, ingredients, production date, shelf life, storage conditions, safety warning, price, price and three guarantees? They shall be fully informed to ensure truthfulness and comprehensiveness, and shall not make false, exaggerated or misleading propaganda, so as to make the key information such as commodity value, appearance probability and distribution mode of the goods in the blind box true and transparent, protect consumers' right to know and ensure consumers' informed choice.

3. Blind box marketing should be moderate, and consumers' curiosity should not be over-marketed, misleading consumers to spend impulsively. At present, the sales of blind boxes are booming, which attracts the participation of operators in many industries in an attempt to obtain more goods by using blind box marketing. However, if operators do not focus on improving the quality of their main products and services, rely too much on the gimmicks of blind box marketing to mislead consumers into impulse buying, and fool consumers with some shoddy products, they will only have short-term appeal, and will soon consume consumers' trust, damage their own business reputation, and be spurned by consumers, so it is difficult for enterprises to achieve long-term and stable development.

At the same time, China Consumers Association reminds consumers to have a sense of risk prevention and maintain a rational consumption concept:

1. It is necessary to recognize the rational consumption of risks and not blindly follow the trend of moderate consumption. Consumers should recognize the uncertainty of blind box, and recognize and guard against the over-marketing routine of merchants. When unpacking a blind box, you may be surprised by being higher than expected, or you may be disappointed by being lower than expected. They should not buy blind boxes with the mentality of speculation or winning the lottery, should not be overly addicted, and should not follow the trend and compare with others. They should combine their own economic ability, consumer demand and hobbies, rationally consume, do what they can, be more rational and calm, and be less blind and impulsive.

2. Keep relevant vouchers such as shopping bills and safeguard rights and interests according to law. When consumers buy blind boxes, they should try to choose merchants with high reputation, good reputation and perfect after-sales service for trading. At the same time, we should also pay attention to asking for and keeping business operators' invoices, advertising information and other shopping bills as proof of rights protection afterwards. When their legitimate rights and interests are damaged, they should communicate and negotiate with the operators in time. If the negotiation fails, the rights can be protected by complaining to the market supervision department and consumers' association or bringing a lawsuit to the people's court according to law.