\”Life is like a box of chocolate, you will never know what the next thing is …\”
I will always be happy.
That if someone sells \”unknown\” to you, let you enjoy the revealing fun, will you feel very cool?
Urgent, more and more young people enjoy this cool.
This \”unknown\” that can be sold is a very popular blind box in recent years.
Recently, the largest trend toy company bubble mart, relying on the blind box economy in recent years, is ready to go to Hong Kong stocks.
\”Can I sell 1.6 billion in the palm of the palm of the palm?\”
Many people may feel too unbelievable.
However, behind each door to make money, there must be its business logic.
Today, I will come to the mortgage secret behind the bubble mart.
How to sell a plastic toy?
This year’s Children’s Day, the bubble mart submitted a statement to the Hong Kong Stock Exchange.
As seen from the presentation, in 2019, the operating income of bubble Mart has reached 1.683 billion.
Why is a small toy, can you make money?
Because the bubble mart is to do one thing: maintain the original strength, it is the core competitiveness.
The object is rare.
Look at the net red shop of the front of the frontiers in front of the frontiers, you must have a unique feature of the products that others to buy your products.
Bubble Mart’s independently developed IP products in 2019, with a contributing income account for 82.1%.
In particular, its own own IP, accounting for 37.2%, and the exclusive IP cooperation with designers, accounting for 35.4%.
So, everyone is bought from the unique IP of his home..
Now, the bubble mart operates 85 IPs, including 12 own IP, 22 exclusive IPs and 51 non-exclusive IPs.
The cumulative income produced in 4 IP has exceeded RMB 100 million.
However, the bubble mart is not successful.
A few years ago, the bubble mart of the blind box has been launched on a new three plates in A-share.
But the bubble mart of that time was lost in the year, eventually won the new three board from April last year.
Until 2016, the bubble mart launched the first Molly twelve star blind box, quickly got the favor of consumers, sales rapidly.
With the boom of the blind box, the bubble mart is turned over.
The statement shows that the market share of bubble mart is 8.5%, which is currently China’s largest trend toy brand.
2018-2019, the growth rate of bubble mart is even more than 200%.
In 2019, the total benefits of bubble Mart were 1683.4 billion yuan, net profit of 451.1 million yuan.
Among them, the gross profit margin obtained by the selling blind box is as high as 64.8%.
Blind box addictive game
So why sell a blind box can make this money?
Let’s take a look at how the blind box is playing.
The concept of the blind box is earliered from Japan, which is to carry different styles with different styles with a sealed opaque box.
The most exciting point is that before opening, you don’t know which one is installed.
It is this kind of lucky lottery model, as well as the surprise / loss of emotions after the packaging, firmly seized the hearts of the young people who like to hunt.
Tmall released \”95 after the player\” released in August 2019 showed that the most \”burning money\” in 95, the players were ranked first.
Single is on Tmall, nearly 200,000 consumption spend more than 20,000 yuan a year to collect blind boxes.
The data of many new consumer research institutes also showed that the blind box became the second place in the most popular commodity welcome.
However, it is not only that young people like to buy a blind box.
There have been reports, a couple from Beijing, spent 200,000 yuan in the blind box tide, \”Buy one, you want to make a set; after a complete set, You want to set all the series you have no series. \”
Bubble Mart Creation and CEO Wang Ning also revealed that there is a 60-year-old player, a year spent 70 Merge 10,000 yuan to buy a blind box.
According to reason, the unit price of a blind box is not high, generally between 39 yuan to 69 yuan, a series of a series of a few hundred yuan.
However, expensive is expensive to hide, special edition.
A set of Molly series blind boxes typically have 12 routine shapes, plus one hidden model.
However, the probability of hidden sauna is only about 1/144.
Some special paragraphs have a lower probability, such as Molly’s Journey to Journey, only 1/720 probability.
In order to take a hidden model, it can only pay for buying buy.
In addition, a series of blind box IP does not only have a style.
Continuously push new new products, so you can’t stop.
Like bubble mart, each of them will be sold in season, a series of more than a dozen styles, each style action, expression, and clothing.
Each new product is waving to you, bought the first one, always want to look at other models, anyway, do tens of dollars, not expensive.
That is, you don’t know how to get into the unlimited cycle of buying.
Reduces the initial purchase threshold, and the new product is constantly, so that the user’s production is greatly improved.Pinscript rate.
The higher the re-purchase rate, the easier the merchant, the easier it is to bring to your blind box into your habits.
\”Addic\” \”Addict\” of the user’s psychology has been mentioned: What makes the product stand out? What determines the red or disappearance of the product?
The answer is: When the product enters the user’s habitual interval, the product has achieved continuous vitality.
The so-called entering your habits, it is actually addictive to it.
When you addicted, you will save the lungs, everything is water to the stream.
So, to be a business, what is not important, how to sell is the key.
You can also wool
Just said, the blind box is full of luck, you are likely to succumb to the same doll, and \”lack of money\” has repeatedly.
What should I do?
So, a huge second-hand trading market was born.
Idle fish data shows that the second-hand blind box transaction has become a thousand-level market.
In the past year, there have been 300,000 blind box players on idle fish for transactions, and the number of idle blind boxes has increased by 320% from a year ago.
Currently, the most popular Ten Braille Boxes on the idle fish, the molly produced by the bubble Marts became the first place.
In the past year, the Molly doll has more than 230,000 orders, average price of 270 yuan.
Amide of the original price of 59 yuan of Pan God Christmas hidden, now there is a high price of 2350 yuan in the idle fish, and it will rise 39 times.
Bubble Mart’s Molly Walnut Clip Prince’s hidden money is also very high, the original price is 59 yuan, now the average price of the idle fish is 1350 yuan, the increase is 22 times.
Labubu’s astronaut hidden original price 699, the price of idle fish has risen to 3,000 yuan, and it has increased 3.3 times.
On the idle fish, the discussion of the blind box is very enthusiastic, there is a Shanghai idle fish user, the light is Available in the blind box, earned 100,000 yuan a year.
If you hold the blind box of these scarce money, take advantage of it, minutes is a lot of wealth.
Now the bubble Mart is ready to be listed in Hong Kong stocks, you can also try Hong Kong stocks to start new, and a wool.
Maybe the money spent on the blind box and earned it back.
In fact, each successful business, behind the deep insight into human nature.
The most profitable business, all of which earned humanity.
Only the real demand for humanity is the winner.
If you also like my article, welcome to pay attention to the public number: Vikui