buy whatever you want! Some people spend millions a year to indulge in blind box, how can they not be "pit"?

原题：不能停止购买！有的人一年花几百万沉迷于盲箱怎么不被"坑"？

Original title: can't stop buying! Some people spend millions a year addicted to blind box how not to be "pit"?

如今，越来越多的年轻消费者沉迷于盲盒。1月26日，中国消费者协会在其官方网站发布消费警示，指出盲盒市场存在四大问题

Nowadays, more and more young consumers are addicted to blind box. On January 26, China Consumer Association issued a consumption warning on its official website, pointing out four major problems in the blind box market

1、 商家的过度营销让消费者上瘾。

1、 Excessive marketing of businesses makes consumers addicted.

2、 商家涉嫌虚假宣传，所获商品与宣传不符。

2、 The merchant is suspected of false publicity, and the goods they get are inconsistent with the publicity.

3、 产品质量难以保证。假冒伪劣产品和"三不"产品时有发生。

3、 It is difficult to guarantee the quality of products. Fake and shoddy products and "three no" products appear from time to time.

4、 消费纠纷难以解决，售后服务有待提高。

4、 Consumer disputes are difficult to solve, and after-sales service needs to be improved.

什么是盲盒？盲盒时尚是什么时候开始的？为什么人们可以再买再买，然后把钱投进去？我们怎样才能避免盲箱市场的坑呢？

What is the blind box? When did the blind box fashion start? Why can people buy and buy again and throw money in? How can we avoid the pits in the blind box Market?

什么是盲盒？

What is a blind box?

盲盒起源于19世纪初的日本。每年过年，日本百货公司都会随机挑选几种不同的商品，放入纸袋中，以固定价格销售。他们还给它起了个幸运的名字：幸运包。

Blind box originated in Japan in the early 19th century. Every new year, Japanese department stores will randomly select several kinds of different goods and put them into a paper bag to sell at a fixed price. They also give it a lucky name: lucky bag.

2019年，一种类似幸运袋的商品将在中国流行。首先，不同种类的小玩偶会被放进盒子里出售。在购买之前，消费者不知道盒子里是哪个娃娃。只有买了之后，他们才能打开盒子来确定娃娃的风格，所以这被称为"盲盒"。如今，不仅洋娃娃，餐馆、化妆品、书籍、文具等许多消费领域都是"盲盒式"。似乎一切都是盲目的。盲盒销售模式俘获了无数消费者的心。

In 2019, a kind of goods similar to lucky bags will become popular in China. At first, different kinds of small dolls will be put into the box for sale. Before buying, consumers do not know which doll is in the box. Only after buying can they open the box to determine the style of the doll, so it is called "blind box". Today, not only dolls, but also restaurants, cosmetics, books, stationery and many other consumer areas are all "blind box style". It seems that everything can be blind box. The blind box sales model has captured the hearts of countless consumers.

盲盒的魅力是什么？

What is the charm of blind box?

以最常见的娃娃盲盒为例，很多人觉得"很上瘾"，停不下来买。

Take the most common doll blind box as an example, many people feel "very addicted" and can't stop buying it.

这些盲盒款式很多，每套基本上由12个不同的娃娃组成，价格一般在39元到69元之间。

These blind boxes have many styles, each set is basically composed of 12 different dolls, and the price usually ranges from 39 yuan to 69 yuan.

暗箱销售员：有的人花5000-7000元买了一个暗箱钱。他们直接买了一个盒子，只有一个（隐藏的钱）从盒子里出来。

Blind box Salesperson: some people spend 5000-7000 yuan to buy a hidden money. They directly buy a box, and only one (hidden money) comes out of the box.

一些盲盒爱好者告诉记者，他们购买的是不确定性。消费者往往希望拆箱后能得到自己喜欢的款式。在好奇心的驱使下，对娃娃形象的追求，或是购买彩票的刺激，很多消费者很快成为盲盒消费的疯狂粉丝。

Some blind box enthusiasts told reporters that what they buy is uncertainty. Consumers often hope to get their favorite style after dismantling the box. Driven by curiosity, the pursuit of doll images, or the stimulation of buying lottery tickets, many consumers quickly become crazy fans of blind box consumption.

消费者：会上瘾。我好多了。我的朋友基本上每天都会买好几种。

Consumer: it's addictive. I'm a little better. My friend basically buys several of them every day.

消费者：周围很多朋友都上瘾了。他们可能会去买一个，最后买几个回来。他们可能还是同一种玩偶。

Consumer: a lot of friends around are addicted. They may go to buy one, and finally buy several of them back. They may still be the same kind of doll.

谁是盲盒迷？

Who are the blind box fans?

据某知名盲盒企业的销售数据显示，18-24岁的盲盒消费者占32%，25-29岁的盲盒消费者占26%，女性消费者占75%。

According to the sales data of a well-known blind box enterprise, 32% of blind box consumers are 18-24 years old, 26% are 25-29 years old, and 75% are female consumers.

74亿！为什么盲盒会让人疯狂消费？

7.4 billion! Why can blind box make people consume crazily?

调查显示，2019年中国国内盲盒产业市场规模将达到74亿元，预计今年（2021年）将超过100亿元。为什么盲盒能让人如此疯狂？

According to the survey, the market scale of China's domestic blind box industry will reach 7.4 billion yuan in 2019, which is expected to exceed 10 billion yuan this year (2021). Why can blind box make people so crazy?

北京大学心理与认知科学学院副教授、中国科协"源新闻"专家库成员毛丽华：年轻人其实比较好奇，盲盒提取最能满足这种好奇心。当你面对一个盒子时，你不知道会打开什么。这种不确定性会让人们非常兴奋和期待。在我们的大脑中，这种不确定性与奖励制度密切相关。当我们面对不确定性时，大脑会分泌更多的多巴胺，所以人们会表现出这种对不确定性的偏好。

Mao Lihua, associate professor of School of psychology and cognitive science, Peking University, member of "source news" expert library of China Association for science and technology: young people are actually more curious, and blind box extraction can best satisfy this curiosity. When you face a box, you don't know what will be opened. This uncertainty will make people very excited and look forward to it. In our brain, this kind of uncertainty is closely related to the reward system. When we are faced with uncertainty, the brain will secrete more dopamine, so people will show this preference for uncertainty.

专家还表示，每次购买盲盒，都会获得投资回报。虽然它可能与你的投资不成正比，但它也会给你带来心理补偿或满足感。人类有追求完美的倾向，所以他们更喜欢收集成套的东西。

Experts also said that every time you buy a blind box, you will get a return on your investment. Although it may not be directly proportional to your investment, it will also bring you a psychological compensation or satisfaction. And human beings have the orientation of pursuing perfection, so they prefer to collect complete sets of things.

数据显示，每年有20万消费者在盲盒上花费超过2万元，有的消费者甚至每年在盲盒上花费数百万元。

The data shows that 200000 consumers spend more than 20000 yuan on blind boxes every year, and some even spend millions on blind boxes every year.

长期盲盒消费有哪些危害？

What are the hazards of long-term blind box consumption?

北京大学心理与认知科学学院副教授、中国科协"源新闻"专家库成员毛立华：其实长期沉迷于盲盒和其他赌博游戏类似，可能会带来严重的心理问题。一旦上瘾，摆脱这种依赖并不容易。同时，如果严重的话，会影响到生活、工作和社会生活的方方面面。这种成瘾不仅会带来巨大的经济负担，还会带来巨大的心理压力和社会生活压力，甚至影响青少年的健康。

Mao Lihua, associate professor of School of psychology and cognitive science, Peking University, member of "source news" expert library of China Association for science and technology: in fact, long-term addiction to blind box is similar to other gambling games, which may bring serious psychological problems. Once addicted, it is not easy to get rid of this dependence. At the same time, if it is serious, it will affect all aspects of life, work and social life. This kind of addiction will not only bring great economic burden, but also bring great psychological pressure and social life pressure, and even affect the health of young people.

实验论证：盲盒成瘾的心理机制是什么？

Experimental demonstration: what is the psychological mechanism of blind box addiction?

美国心理学家斯金纳曾经做过一个实验，模拟人类对盲盒等产品上瘾的心理机制。

Skinner, an American psychologist, once conducted an experiment to simulate the psychological mechanism of human addiction to products such as blind boxes.

斯金纳发明了一种实验装置，把水和食物放在盒子外面，盒子里面是一只饥饿的老鼠。

Skinner invented an experimental device to put water and food outside the box, and inside the box was a hungry mouse.

当鼠标按下盒子里的杠杆时，食物就会掉进盒子里的槽里。经过多次操作，老鼠熟悉了这个规律，每当饿了就会去按杠杆。但随后斯金纳改变了实验规则，并不是每次老鼠按下杠杆都能得到食物，即有时有食物，有时没有食物，概率完全是随机的。在这种情况下，鼠标不知道什么时候按下控制杆来获取食物，所以它长时间不停地按下控制杆。而盲盒的销售则是斯金纳实验在消费市场的复制品。

When the mouse presses the lever in the box, the food will fall into the trough in the box. After many operations, mice are familiar with this rule, whenever hungry will go to press the lever. But then Skinner changed the experimental rules, not every time the mice press the lever can get food, that is, sometimes there is food, sometimes there is no food, the probability is completely random. In this case, the mouse did not know which time to press the lever to get food, so it kept pressing the lever for a long time. And the sales of blind box is the copy of Skinner experiment in the consumer market.

打开宠物活盲箱是惊喜还是恐惧？

Is it a surprise or a fright to open the pet living blind box?

现在这个盒子不再只是一个玩偶了。最近，在一些网购平台上，甚至可以买到宠物生活的盲盒。

Now the box is no longer just a doll. Recently, in some online shopping platforms, even can buy pet living blind box.

"宠物活盲盒"涉及猫、狗、龟、仓鼠等小动物，价格从十几元到上千元不等。有的商家甚至在商品描述中打出"玩得起就下单，玩不起就不买"和"不退不换"的字样。一些"商品"曾经卖得很好，月销量达1000单。然而，许多买家对盲盒中动物的实际价值表示不满，这远远低于盲盒的价格。更有网友表示，把动物放进盲箱是对生命的不尊重。

"Pet living blind box" involves cats, dogs, turtles, hamsters and other small animals, the price range from more than ten yuan to thousands of yuan. Some businesses even put out the words "order when you can afford to play, don't buy when you can't afford to play" and "don't return or change" in the description of the goods. Some of the "commodities" once sold very well, with monthly sales of 1000 orders. However, many buyers make complaints about the actual value of animal in the blind box, which is far below the price of blind box. More netizens said that it is disrespect for life to put animals in a blind box.

业内人士指出，活盲箱，一方面会给小动物带来危害，另一方面由于缺乏检疫，消费者很可能会收到带有疾病和细菌的小动物，这将埋下卫生防疫的隐患。同时，不退不换条款下的权利也很难得到保障。

Industry insiders pointed out that living blind box, on the one hand, will bring harm to small animals, on the other hand, due to the lack of quarantine, consumers are likely to receive small animals with disease and bacteria, which will bury the hidden danger of health and epidemic prevention. At the same time, it is difficult to protect the rights under the no return no exchange clause.

你认为这是一个惊喜，但其他人正在清理库存！

You think it's a surprise, but others are clearing the inventory!

除了宠物生活盲盒商品错版、隐患多外，在消费者协会表示，还有一些经营者产品本身却苦不堪言，只想蹭盲盒营销热度。有的经营者甚至把盲箱当作"清仓"的工具。

In addition to the pet living blind box goods wrong version, many hidden dangers, in the Consumer Association said, there are some operators product itself but hard, just want to rub blind box marketing heat. Some operators even regard the blind box as a tool of "clearing inventory".

中国消费者协会消费指导部工作人员徐江：2019年，某企业经营者在"双11"推出新品优香礼包。当时，他承诺每个月都会给玩家发当月最新的产品。不过，玩家在购买礼包时发现，收到的产品并非当月最新产品，而是2019年12月的老款产品，因此引起消费者不满，并引发广泛关注，出现了群情投诉。

Staff of consumer guidance department of China Consumer Association Xu Jiang: a business operator launched a new product Youxiang gift bag in "double 11" in 2019. At that time, he promised that he would send players the latest product of that month every month. However, when players bought the gift bag, they found that the product they received was not the latest product of that month, but the old one of December 2019, so this caused dissatisfaction among consumers and aroused widespread concern There were group complaints.

发生纠纷时，如何保护盲盒消费者的权益？

How to protect the rights and interests of blind box consumers in case of disputes?

如果真的在购买盲盒产品的过程中，遇到了中国消费者协会发布的提示中提到的商品版本不对或者商品质量不好的情况，我们该如何保护自己的权益？

If it's true that in the process of purchasing blind box products, we encounter the situation that the goods are not in the right version or the quality of the goods is not good, as mentioned in the tips issued by China Consumer Association, how can we protect our rights and interests?

专家告诉我们，盲盒的本质还是商品。因此，在购买时要树立理性消费、科学消费、适度消费的观念，清晰阅读广告，认真签订合同，冷静储存证据，依法合理维权。

Experts tell us that the essence of blind box is still commodity. Therefore, when purchasing, we must establish the concept of rational consumption, scientific consumption and moderate consumption, clearly read advertisements, seriously sign contracts, calmly store evidence, and rationally safeguard rights according to law.

中国科学技术协会"源新闻"专家库成员中国人民大学法学院教授商法研究所所长刘俊海：对于企业来说，要想检验这种令人兴奋的盲箱商业模式，必须感谢广大消费者，对《消费者权益保护法》有信心，对市场风险有敬畏之心，充分尊重广大消费者的知情权、选择权、公平交易权、参与权、盲箱商业模式保障权、隐私权和索赔权。此外，市场将失败，监管者不应失败。要利用好法律赋予的市场准入、行政指导和行政监督权限，严厉打击欺诈消费者的失信行为，积极维护消费者的合法权益。

Member of "source news" expert database of China Association for science and Technology Professor of Law School of Renmin University of China director of Institute of commercial law Liu Junhai: for enterprises, if they want to test this exciting blind box business model, they must be grateful to the vast number of consumers, have faith in the consumer protection law, have awe of market risks, and fully respect the vast number of consumers' right to know, right to choose, right to fair trade, right to participate in the blind box business model Security right, privacy right and claim right. In addition, the market will fail, and regulators should not fail. They should make good use of the market access, administrative guidance and administrative supervision authority given by law, crack down on the dishonesty of fraudulent consumers, and enthusiastically protect the legitimate rights and interests of consumers.

最后，我想提醒大家，我们可以享受购买盲盒的乐趣，但不要沉迷其中。我们要理性消费，量力而行。同时，购买盲盒时，应尽量选择信誉好、信誉高、售后服务完善的商家进行交易，并妥善保管相关凭证。一旦发生纠纷，我们可以保护自己的合法权益。

Finally, I want to remind you that we can enjoy the fun of buying blind boxes, but don't indulge in them. We need to consume rationally and do what we can. At the same time, when buying blind boxes, we should try to choose the businesses with good reputation, high reputation and perfect after-sales service to trade, and properly keep the relevant vouchers. In case of disputes, we can protect our legitimate rights and interests.

Link：https://new.qq.com/omn/20210131/20210131A03ETA00.html

update time：2021-02-01 14:42:55