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        您的位置 > 首页 > 财经新闻 > 新闻正文

        餐饮企业推盲盒圈粉 “盲盒营销”潜力多大?

        瑞幸、呷哺呷哺都纷纷推出盲盒系列,来吸引消费者,开始了“盲盒营销”。盲盒,物如其名,就是买的时候不知道是什么,只能买完拆...

        瑞幸、呷哺呷哺都纷纷推出盲盒系列,来吸引消费者,开始了“盲盒营销”。

        盲盒,物如其名,就是买的时候不知道是什么,只能买完拆开后才能“一睹芳容”的盒子。很多盲盒粉丝为了能集齐全套,不惜砸下重金。现在,“盲盒风”已经强劲地刮进了餐饮界和便利店。瑞幸、呷哺呷哺、全家都纷纷推出盲盒系列,来吸引消费者,开始了“盲盒营销”。

        不久前,瑞幸咖啡在官方微信公众号推出了联名Contigo的“鹿角杯”,该款杯子上线后一度让拥有近3000家门店的瑞幸咖啡APP崩溃。

        图/瑞幸咖啡微信公众号截图

        其实,杯子并不是导致APP崩溃的原因,真正的原因就是和鹿角杯一同推出的“遇见昊然”系列盲盒。

        图/瑞幸咖啡微信公众号截图

        本来只需购买“鹿角杯”就可以获赠的盲盒,在淘宝网和咸鱼上,基本上可以卖到180元左右。

        图/淘宝网、闲鱼截图

        除了瑞幸,全家便利店也推出了与tokidoki联名的盲盒。一经推出,也立刻在淘宝网上打开了“盲盒经济”。

        图/淘宝网截图

        随着电影《攀登者》的上映,呷哺呷哺也携手泰迪熊,发售六款攀登者盲盒,甚至还有全国限量的2600个隐藏版。一经推出便引来呷哺粉丝和盲盒粉丝的一片惊呼:必须集齐全套!

        图/呷哺呷哺官方微博截图

        其实,“盲盒”在餐饮与食品相关市场中并不是新鲜事,很多80后记忆中的小浣熊人物卡其实就和盲盒拥有类似属性。为了集齐全套小浣熊人物卡,曾经很多孩子每天疯狂地购买干脆面:因为未知,所以想要收集全套,就需要反复不断购买。即使买到了同款也不会放弃,反而加大了抽到新款的惊喜。

        图/微博截图

        今年8月天猫曾发布的《95后玩家剁手力榜单》,有数据显示,95后最“烧钱”的爱好中,潮玩手办排名第一?!懊ず惺谐 狈杩裨龀さ谋澈?,其实也显露出在“高压”的生活中,年轻人正在寻求“刺激”进行解压。中国食品产业分析师朱丹蓬认为,这种匹配满足新生代对于新生事物好奇心的经济模式,至少在现在看来,还处于不理性的初级阶段?!懊ず芯帽旧硎墙⒃诤闷嫘睦砩?,如果没有健康引导,会让新生代陷入乱花钱、“赌”等不好的心态?!敝斓づ钊衔?,还是要更多的从政策端正确引导,使其良性有序发展?!懊ず芯靡诱叨斯娣?、产业端自律,加上消费者的理性才能健康发展。餐饮企业通过这种模式引发了新生代的粘性,但这种粘性是基于博彩心理,并没有可持续的竞争力?!?/p>

        新京报记者 王萍

        编辑 彭雅莉 校对 李世辉

        本文标题: 餐饮企业推盲盒圈粉 “盲盒营销”潜力多大? 新闻转载自网络,不代表本站立场,如若有问题请联系管理员,转载请注明出处:http://www.263mov.com/finance/812892.html

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