鑽石舞台

不少人都抽過盲盒吧？這個最近幾年火起來的購物形式着實讓不少賣家看到了商機。

有人說，抽盲盒就像是一種賭徒心態，玩的就是一個心跳加速和對未知無法把控的刺激。

我都集齊99款了，你不讓我ALL IN？為一個玩具買100份炸雞套餐，我那是為愛好執着堅信。

今天的Buzz Word，我們就來聊聊這個大火的詞-盲盒，在英文裡經常會被叫做Mystery Box.

What is a Mystery Box?

不管是英文裡的"mystery"，還是中文裡用的"盲"，都是說在買盲盒的時候，我們是不能確定盲盒裡究竟裝的是什麼商品。

The contents of a Mystery Box can be narrowed down by category, for example, tech, fashion, gaming;

and from there can be narrowed down further by subcategory, for example, a specific brand.

隨着盲盒近些年來被越炒越熱，不管是二次元周邊、時尚、科技，包括零食等等都可能出自己的盲盒。

Most Mystery Box outlets allow people some degree of control over what they have a chance of receiving.

But exact contents will always be a mystery until the actual unboxing.

一般來說買盲盒的時候，我們都會對裡面的內容有一個大概的了解，但裡面具體是什麼都要等到unboxing開箱那一刻才見分曉。

比如靠盲盒起家的Pop Mart，泡泡瑪特，你買的時候可能知道這一系列有哪些版本，但具體是否能抽中大熱的萌款，還是會踩雷，就要看你的手氣了。

For people who love Mystery Boxes, some of them think of Mystery Boxes as a chance to get the hottest new releases in tech, fashion, entertainment and a whole host of other categories.

有的人喜歡盲盒，是因為可以通過盲盒第一時間搶到一些品牌的新發布的產品。

For others, it's about the excitement that comes with unboxing and experience often shared with others both on line and offline.

另外一些人可能單純對那種開箱的興奮感欲罷不能。

盲盒是不是開蓋有驚喜可不一定，帶來不一定是興奮感，還可能是高血壓。

脫口秀大會的龐博曾經說：盲盒不是小浣熊乾脆麵，它是乾脆沒有面！

還有網友吐槽奔着漢服盲盒去的，好傢夥，穿上我直接「進去了」。

漢服 or 囚服，傻傻分不清楚？

It has root in game culture

Although the idea of 盲盒 seems to have gained popularity in China only in the past few years, Mystery Box is not a new idea, it has roots in gamer culture.

雖然盲盒這幾年才被炒得大熱，但其實這個概念對於資深的遊戲玩家來說一點也不陌生。

There are parallels between Mystery Boxes containing physical goods and loot boxes, the kind of in-game Mystery Box containing virtual goods.

比如食物的盲盒就有點像很多遊戲裡面的這種loot box，戰利品箱。

They also may contain a range of randomized objects. 都會出現隨機的一些物品。

Why so popular?

One of the key reasons for Mystery Boxes to become so popular is their ability to bring together similar minded people;

and allowed them to discover and enjoy a broad range of content together in a way that traditional outlets can't provide.

其實盲盒之所以能火，除了這種好像彩票抽獎一樣的不確定性的快樂，它還具有很強的社交和分享功能。

酒館鋪子小二曾熱衷收集的皮卡丘盲盒

Unboxing videos by famous influencers have exploded in popularity on platforms like YouTube, Bilibili where people can exchange thoughts and impressions on their new purchase.

而在油管b站等等社交媒體上，各式各樣的盲盒開箱視頻數量也一路飆升。

Actually, there are other similar ideas to Mystery Boxes.

For example, in Japan Fukubukuro福袋 is a Japanese New Year custom in which merchants make grab bags filled with unknown random contents and sell them for a substantial discount.

酒館也有珍饈年貨福袋

And there are even airlines which launch the idea of mystery flights which allow you to select a location to fly from, but don't give you the ability to select a destination to travel to, which will let you pay a discount price for a flight ticket, but you're not sure where you actually going until the last minute.

甚至有些航空公司還推出了那種，你到最後一秒才知道要去哪的機票盲盒Mystery Flights.

Controversy re. Mystery Box

So far it all sounds exciting.

But actually the increasing popularity of Mystery Boxes has also costs a fair share of controversy.

不過盲盒雖火，但圍繞它也有不少爭議。

Common concerns include things like the fairness of the system. 首先比如商家的操作是否公平;

and also because the sales of many Mystery Boxes are final, so there's after sales issues. 再加上很多盲盒，一旦售出不退不換，所以也會有不少售後問題。

Last year in China, one of the biggest controversies relating to Mystery Boxes was the so called pet Mystery Box.

去年讓人心痛的所謂寵物盲盒事件，也讓不少人開始關注盲盒的內容底線到底在哪。

薛定諤都要跳出來說一聲「佩服」！薛定諤的貓是死是活不知道，但那盲盒裡的寵物憋那麼久還能有命嗎？

And recently KFC's Mystery Box meal craze has stirred heated debate over food waste and commercial promotion schemes.

而最近「開封菜」聯名推出的盲盒，也因為被過度熱炒造成不必要的食物浪費而被噴上熱搜。

因為KFC和Pop Mart 的Dimoo系列聯名，網上還出了一個新行當-【代吃】。

呵呵，很是良心價呢，冒着長肉的高風險幫你抽手辦，你連一百塊都不給我？！

Mystery Boxes can be fun, but maybe it's time to think about setting some boundaries.

盲盒好玩歸好玩，可是設置底線還是很有必要的。

Example 1：

-The sales of most mystery boxes are final, which means no refund.

Example 2：

-Consumers can get really addicted to mystery boxes.