"We've studied why Pop Mart is so popular all over the world?"

"From the perspective of retail service and experience, it can find people's needs in each scenario, and define how to use products and services to meet consumption in different scenarios. ”

Liu Peng said solemnly: "First of all, Bubble Mart usually arranges a lot of stores with huge toy signs in popular shopping malls, and consumers can't help but take a look when they go shopping." ”

Then the brand will organize regular themed activities through the official to attract fans of toy designers, senior baby friends and ordinary consumers to spontaneously create community topics to spread. ”

"Through various baby content such as photos of traveling with dolls and stories with dolls on social platforms, we continue to reach consumers outside the doll circle and strive to make the influence out of the circle. ”

"Finally, there are overwhelming smart containers, 29 badges and 59 dolls are not so expensive that consumers can't get their hands on the psychological price. ”

"When you see your friends sharing every day, whether you are bewitched by the cuteness of the doll, or driven by the herd mentality, one day you can't help but buy one to try your luck!"

Just when Liu Peng took a breath, Yaya took the initiative to pick up the topic and said: "If you don't get a favorite toy or a hidden model you want, most of them will want to try another one." ”

"As long as you smoke the person you like once, you will immediately have a delusion or an inflated mentality, thinking that you are the most beautiful boy, and you will definitely not be able to stop. ”

Shen Feng nodded, economics professor Kahneman once said: In most cases that people can calculate, the value of what is lost is estimated to be twice as high as the value of the same thing.

"Stores, smart containers, Tmall, box drawing applets, social platforms, fun APP, various exhibition ......"

"People are younger from first-tier cities, and gradually penetrate into the second-tier core, and they can open stores when they can, even if they can't open them, they must be placed in smart cabinets to brush their eyeballs and increase brand exposure. ”

Shen Feng fell into deep thought, the basis of all addictive behaviors is to mobilize people's own happiness reward system, to put it bluntly, it stimulates the secretion of dopamine.

Psychologists have broken down addiction into four parts: triggering, acting, rewarding, and dedicating.

There are also high-spending people who are more directly summarized into six elements: goals, feedback, progress, challenges, suspense, and socialization.

The blind box can be said to cover the entire addiction closed loop under certain conditions.

The biggest highlight is to return the choice that was originally controlled by the merchant to the user, and when he touches the box directly, he has the illusion that he can grasp the rules of the game.

Not to mention trendy toys, it seems that Want Want also came out of what ethnic cans some time ago?

Online sales plus blind box marketing, a blind box has four cans of random ethnic bottle milk, if there are really obsessive-compulsive users who want to collect all 56 ethnic ......

Thinking of something, he asked Liu Pengdao: "Is the lucky bag of the island country also played like this?"

Liu Peng gave a thumbs up, patted his ass and said, "That's right, I actually learned it from others." ”

"It first originated in the late Meiji period, and then continued to the model market in the 90s, so the capsule toy machine appeared, which swept the island country for 50 years. ”

"It's even claimed that gacha ruined a lifetime......"

"Three generations into the pit!"

"In the past few years, Bubble Mart has not only rushed to the first place in the Tmall toy category, but also often caused thousands of people to queue up at four or five o'clock in the morning to grab the limited edition, which is comparable to Apple's new release. ”

After listening to everything, Shen Feng pondered for a moment, looked up and saw the worried expressions of the two, and said with a smile: "Very good!"

"Let Lao Hong help you implement the specific line, and invest 50 million yuan to test the water in the initial stage......"

"Arrange a new team online to start designing the app ......"

"You are also familiar with the traffic of MCN, and when the time comes, you will go to the anchors to communicate......"

After speaking, he stood up, came to the two of them, and encouraged: "Our company is not short of money, let's toss it well!"

sent the two away and called Li Nanjun to investigate the trendy toy industry, in fact, he had an idea, but he didn't expect to be proposed by Liu Peng.

After watching the so-called Bubble Mart, what bullshit!

Yaya is definitely not bad, isn't it just throwing money?

Who was Lao Tzu afraid of!

Behind the rise of the blind box, I also know that there must be a team to help the trouble, and the proper big dealer deliberately put a wave of wind before harvesting leeks, especially in the past two years, all kinds of news are overwhelming.

I once saw a joke: post-70s stock trading, post-80s house speculation, post-90s shoe speculation, post-00 blind box speculation.

Audience targeting is targeted at the student population from the start, you ask why?

The magnitude is large, and there is a lot of change, so it's so foolish!

Do you let the post-00s speculate in stocks?

Die or die!

I have to say that the blind box itself represents the two-dimensional attributes, which is good-looking and fun, and is naturally tailored for users in the Z generation.

Don't scold anyone for being stupid, feel your conscience and think about your childhood......

In the 90s, it was the little raccoon crisp noodles, and the Z generation replaced it with a blind box, right?

Pattern progress is artificially able to set hooks, i.e. limited editions.

One is to attract gamblers to enter and make the plate bigger.

Second, give ordinary buyers a reason to consume, in case of a limited edition, wouldn't it be an unexpected surprise?

The type and quantity of the so-called limited edition are not what the brand says?

In my opinion, users are divided into three categories: 20 or 30 percent of the professional fried, at least half of the leeks that can't climb out of the pit, and the rest are curious passers-by.

Suddenly remembered Ding Wei, called me to ask, and the insight is now the leading business observation public account in China.

"If you want to hit any user, you have to output targeted copywriting according to the goal, for example, for professional fried boxes, highlight a million profits. ”

"For those who can't climb out of the pit, set the hook more cleverly, just like the planning of the game, all kinds of play values. ”

"As for passers-by......"

Ding Wei said with a smile: "Make the packaging design exquisite, now appearance is king." ”

"There is no special trading platform yet, most of them rely on Xianyu, and there are conservative estimates of three or four hundred thousand players. ”

"Then there is the WeChat group of high-end players, each of which has local tyrant supporters who are not bad for money, and smashing hundreds of thousands is a basic operation, and there are millions of powerful ones!"

After chatting with Ding Wei, Shen Feng's confidence was strengthened, since tide play is a breakthrough, let's let the storm come more violently!

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