Investigation and Research on Consumer Psychology of Blind Box Consumers

Abstract

Blind box is a kind of exquisite hand-made box without any style reminder. In recent years, the blind box market has been opened, all kinds of blind boxes have entered the China market, and blind box fever has become a phenomenon. Behind blind box consumption lies the core of emotional consumption, in which selling entertainment replaces selling goods, and emotional consumption surpasses material consumption; Youth resort to consumer goods, pursue a kind of life experience and subjective well-being, and endow individual existence with more meanings such as self-identity, satisfaction, belonging and accomplishment. However, when the explosion always retreats, the popular blind box will inevitably fall into an embarrassing situation. Based on this, this paper analyzes the psychological mechanism of blind box consumers in POP MART from the angle of Internet communication and consumer psychology, and interprets the formation and development trend of blind box fever. At the same time, the psychological mechanism and market logic of blind box consumers are analyzed from the perspective of consumption psychology and investment psychology. It can provide some thoughts for the future marketing strategy of Chaowan and the operation of related derivatives.