The Highest Price of Blind box
Surges 40 Times, Worth It orHype？
Blind box, a collection of dolls. When customers buy it, they don't know which specific design they might receive. Each series has 12 designs with one Easter egg as a secret design attached.
盲盒是一種具有收藏價值的玩偶，消費者在購買盲盒時，並不知道會具體得到哪個款式。每個系列有12個基礎款和一個隱藏款。
The thrill is that when people open the box, there is always surprise in the box. It means that not everyone can get their favorite doll, so people exchange dolls with each other or buy the dolls in the second-hand market.
值得激動的總是開盒的一瞬間，總會給人驚喜。也就是說，每個人不一定會得到自己最心愛的玩偶，因此盲盒玩家們經常在二手市場進行二次交換。
Pop Mart, pucky blind boxcollection.
Source / VCG
What is shocking is that some dolls even can sell at the price of 2,000 yuan online, but its cost is only 10 yuan when produced in southeast Dong guan, China, according to the People's Daily.
令人震驚的是，一些玩偶在網上甚至以2000元的價格出售。但根據《人民日報》報導，在中國南部的城市東莞，每個娃娃的生產成本僅僅10元。
There are many brands selling blind boxes, such as POP MART, Sonny angel and Tokidoki. The most popular brand among young people is POP MART whose best selling product is Molly doll.
POP MART、Sonny angel、Tokidoki等很多品牌推出了盲盒。其中最受年輕人喜歡的是POP MART，最暢銷的一款是名作Molly的娃娃。
Molly, the most popular little toy girl with curly yellow hair, big turquoise eyes and pouting lips.
Source / POP MART
Founded in 2010, POP MART's turnover was up to 5 million yuan ($0.07 million dollar) when the blind box Molly doll first went on sale in only 20 days. According to Wang Ning, the founder of POP MART, " We sold 4 million Molly's in 2018, and the number will double this year." Meanwhile, POP MART was commented by the media as "the most likely toy brand of China's Disney".
POP MART成立於2010年，在Molly上市的20天裡，就創下了500萬的營業額。POP MART的創始人王寧表示：「2018年，我們賣出了400萬個Molly，預計今年會翻倍。」與此同時，POP MART被媒體評為「最有可能成為中國迪士尼的玩具品牌。
Toys are no longer exclusive for children. In fact, blind box reflects the entire toy market for adults, according to the data provided by the POP MART. Most of customers are women aged from 18 to 35, including students and white-collar. In 2019, more and more youngsters across the world are changing their tastes and taking up collecting designer toys and model toys, according to China Daily.
如今，玩具不再是兒童的專屬，已進軍成人市場。根據POP MART提供的數據。大部分顧客是18到35的女性、學生或者白領。據《中國日報》報導，2019年世界上越來越多的年輕人正在改變個人的喜好，逐漸開始收集設計款玩偶和模型玩具。
Zhang Xinxin, a 19-year-old student of Shaanxi Normal University, was captivated by blind box four years ago. Now, she has a collection of more than 40 dolls, and the number is on the rise.
陝師大一名19歲的學生張欣欣是一位盲盒愛好者。「入坑」四年時間裡，她收藏了40多個娃娃，且數量還在不斷上升。
The show of POP MART collection.
Source / The Little Red Book
「It's so lovely that I can't help buying it, at the same time, the doll can relieve stress and let me find the innocence. The dolls really make my soul cured.」, said Zhang Qinyin, a collector of POP MART. The doll's lovely appearance and elaborate workmanship attract a group of youth.
"它們太可愛了，我控制不住我自己，這些娃娃很解壓，可以讓我再次找到自己的童真，真的很治癒人。"玩具收藏家張青音說。玩具娃娃可愛的外表和精緻的做工吸引著一大群年輕人。
The distinctive sales methods are the key to the popularity of blind boxes. It's a lucky game, like buying a lottery, except that you could get a doll every time. The uncertainty of blind boxes prompts people to open one blind box after another. Many POP MART fans even collect so many dolls that they could create their own "doll wall".
獨特的銷售方式是盲盒成功的關鍵。這是一個講究手氣的遊戲，就像買彩票。不同的是不管人們是否喜歡，每次購買都能得到一個娃娃。盲盒的不確定性促使人們打開盒子。許多愛好者所收集的玩具娃娃多到用一面牆之大的柜子來單獨擺放。
Xin Zhitong, a white collar with a monthly scary of 100000 yuan. In order to get a hidden doll, she even costs 144 dolls to buy dolls at 30 times higher than the normal price on a second–hand trading platform. She and her husband spent 500,000 yuan on the doll in 2018. " Also, these little girls were of no use, but they can make me happy. That's enough!" She said.
辛志彤是一個月薪10萬元的白領，為了得到一個隱藏款，她購買了144個盲盒甚至在二手市場上高30倍購入。2018年，她和丈夫買娃一共花費了50萬元。她說：「這些小女孩沒有什麼用處，但她們可以讓我快樂。這就夠了!」
The booming blind box market reflects the changing aesthetic and entertainment styles of modern young people，it's the new fashion vane and memes.
蓬勃發展的盲盒市場反映了現代年輕人不斷變化的審美和娛樂方式，是新的時尚風向標和文化基因。
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