How fashion can leverage blind box marketing in China

Collaborations can strengthen and refresh the narrative. In 2020, Tommy Hilfiger teamed up with rapper Vava and singer Ma Boqian to create a limited edition blind box. Unlikely collaborations add to the sense of playful narrative: In 2020, Karl Lagerfeld and Tsingtao Brewery created a blind box as part of their joint Night Owl Muse series. In China, blind boxes were also launched by the CCTV variety show, National Treasure, which celebrates the country’s cultural heritage.

However, there is some concern that the blind box phenomenon in China could exploit the consumer. In early 2021, the China Consumers Association highlighted how blind box consumption has gambling attributes. The Chengdu Municipal Market Supervision Bureau of Sichuan Province has called for transparency in blind lotteries, including indicating to consumers the likelihood of winning limited edition products.

Xia Xia Becky, a fan of luxury fashion, points out that the concept of the blind box has existed for centuries. “Blind boxes existed in Japan in ancient times. The remaining fabrics were sold at random, even with gold fabrics [included], which were considered symbols of luck and blessing “.

If that element of magic and emotional connectivity can be injected into the luxury blind box concept, the possibilities are endless. Ivy Yu, a marketing consultant for the brand based in France, says the target customer for the luxury blind box is not necessarily the high net worth consumer. Blind boxes, he says, have the potential to “broaden the customer base while gaining a wave of public attention.”

In China, those consumers who like blind boxes are certainly busy. Tmall reports that nearly 200,000 buyers spend more than 20,000 UAE ($ 3,133) annually on blind boxes. Whether the bullish forecasts for growth in the blind box market will prove true remains to be seen, but a significant number of Chinese consumers right now are still enthralled with the concept.

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