Recently, KFC and bubble mart, a blind box seller, jointly launched the "dimoo co branded blind box package", which triggered rush buying by consumers. It is reported that some netizens even spent 10494 yuan to buy 106 packages at one time.
The China Consumer Association said that fast food is a commodity for use within a time limit. Buying instant food on demand is the characteristic of this kind of commodity. The sales of limited edition blind boxes is to stimulate consumption by means of "hunger marketing", which can easily lead to consumers\' impulse consumption in order to obtain limited edition blind boxes, and cause unnecessary food waste due to excessive purchase.
In this regard, according to media reports, KFC's official customer service responded that there was no plan to suspend activities and would feed back irrational consumption to relevant departments for verification
KFC blind box was robbed. Some netizens spent tens of thousands of yuan to buy 106 packages
The official account of KFC announced in January 1, 2022 that it would introduce a bubble box joint blind box package. The package has been on the market since January 4 this year. The dimoo family bucket package includes one dimoo blind box. There are 7 types of blind boxes (6 conventional + 1 hidden). The national limited number of packages is 263880, which will be sold out. KFC said that the probability of hidden models of this blind box series is specified based on all production quantities, and the production ratio is 1:72, that is, one of 72 products is hidden. Based on this calculation, there are 3665 boxes of hidden models.
In addition, the activity also set up 500 qualification for purchasing dimoo joint exclusive blind box end boxes at 399 yuan. Consumers who win the qualification can directly buy a set of 6 different blind boxes at the price of 399 yuan.
On January 4, the blind box package was officially launched. On the Internet, bloggers posted the bill and bought 106 packages at one go, with a total cost of 10494 yuan, including 318 Pepsi small cola, 106 small fries, 106 old Beijing chicken rolls, 106 spicy chicken leg burgers, 530 Golden Chicken Nuggets and 212 Portuguese egg tarts.
Under limited supply, blind box marketing has become a "hunger game". Because of the packaging and sales of products and food, it gave birth to the "substitute eating" profession. On an online platform, a user posted a post looking for a substitute food service, saying that he only wanted a blind box and the food belonged to the other party.
Due to limited sales in offline stores and hard luck, some blind box lovers turn their eyes to online stores. On a second-hand platform, at present, a set of 6 blind box dolls is called up to 9999 yuan, with a premium of more than 25 times compared with the original price
China Consumer Association: induce excessive consumption!
In this regard, the China Consumer Association issued a document pointing out that the use of "blind boxes" to induce excessive food consumption should be resisted. The article points out that according to the sales rules of this blind box package, if you want to collect a complete set of dolls, you need to buy at least 6 packages, and the probability of rare hidden models is 1:72. To this end, some consumers do not hesitate to spend 10494 yuan to buy 106 packages at one time; In addition, consumers buy "substitute food" services for "looking for children", hire people to buy substitute food packages and get a blind box, and even throw away the endless food directly.
China Consumer Association pointed out that in commodity sales, fancy promotion methods such as buying gifts, points, discounts and red envelopes emerge one after another. As long as it is reasonable and legal, the normal profit sharing promotion not only improves the sales volume of businesses, but also benefits consumers. However, as a catering enterprise, KFC's fast food is a commodity for use within a time limit. Buying instant food on demand is the characteristic of this kind of commodity. Usually consumers will not buy in excess. Selling with limited edition blind boxes is to stimulate consumption by means of "hunger marketing", which can easily lead to consumers\' impulse consumption in order to obtain limited edition blind boxes, And unnecessary food waste due to excessive purchase.
It is a fine tradition of the Chinese nation to advocate grain conservation and oppose food waste. It is also a consumption trend in the new era. On April 29, 2021, the anti food waste law of the people's Republic of China was officially implemented, which clearly requires catering service operators to consciously resist food waste, prompt consumers to consume moderately, and take measures to prevent consumers from wasting when necessary; It is not allowed to induce or mislead consumers to consume excessively, resulting in food waste. China Consumer Association believes that KFC, as a food operator, uses limited edition blind box sales means to induce and connive at consumers' irrational excessive purchase of food packages, which is contrary to public order, good customs and legal spirit.
A material rich society should match the spiritual pursuit of civilization, and the demand for emotional value should not be based on material waste, especially food waste. China Consumer Association advocates consumers to actively establish a correct concept of consumption, enhance the awareness of saving, practice anti catering waste, choose a simple, moderate, green and low-carbon lifestyle, and assume the social responsibility of saving resources and protecting the environment; At the same time, we should treat our own consumption needs carefully, improve our ability to distinguish right from wrong, carry out scientific and rational consumption activities, and jointly resist bad consumption behaviors such as blind consumption, impulsive consumption and excess consumption
"the first share of the blind box" has nearly halved its share price
It is understood that dimoo blind box series has always been the best-selling head IP Product of bubble Mart except Molly. Statistics show that bubble Mart was founded in 2010 and has become the leader of China's fashion games with the "Molly" series of the first sister of fashion games. On December 11, 2020, bubble Mart landed on the Hong Kong Stock Exchange and became the "first share of the blind box".
According to the data, the revenue of bubble Mart from 2017 to 2019 was 158 million yuan, 515 million yuan and 1683 million yuan respectively, with a year-on-year growth rate of more than 200%. The net profit attributable to the parent company soared from RMB 1.57 million in 2017 to RMB 451 million in 2019. However, since bubble Mart was listed at the end of 2020, its revenue growth began to slow down. In 2020, bubble mart's revenue was 2.513 billion yuan, with a growth rate of 49.3%; The net profit was 524 million yuan, with a growth rate of 16%. According to the financial report, the revenue of bubble Mart in the first half of 2021 reached RMB 1.773 billion, a year-on-year increase of 116.8%, and the adjusted net profit reached RMB 435.2 million.
Bubble mart's overall revenue in the third quarter recorded a positive growth of 75% - 80% year-on-year. In terms of sub channels, 1. Retail stores recorded a positive growth of 40% - 45%; 2. Siasun Robot&Automation Co.Ltd(300024) stores recorded positive growth of 20% - 25%; 3. Bubble mat box extractor recorded a positive growth of 130% - 135%; 4. The e-commerce platform recorded a positive growth of 125% - 130% (of which tmall flagship store recorded a positive growth of 75% - 80% and JD flagship store recorded a positive growth of 270% - 275%); 5. Wholesale and other channels recorded a positive growth of 125% - 130%.
China Industrial Securities Co.Ltd(601377) pointed out that since the second half of 2021, the price of the newly issued blind box of bubble Mart has increased (from 59-69 yuan to 59-89 yuan for a single blind box), which is highly accepted by consumers. It is expected that the gross profit margin in the second half of the year is better than that in the first half of the year.
According to the research report released by Credit Suisse, the scale of China's popular toy market continues to expand rapidly. It is expected that the annual compound growth rate of bubble mart's revenue and adjusted net profit in 2020-24 will reach 43% / 44%, and the market share will increase from 9% in 2020 to 14% in 2024.
As the "first share of the blind box", bubble Mart attracted much market attention after landing on the market, and its share price reached a historical high of HK $107.42/share on February 17 last year. However, it began to fluctuate downward. As of January 12, 2022, bubble Mart reported HK $48.55/share, almost halving from the historical peak.
