In China, the latest e-commerce trend of “blind box livestreaming” is taking over, offering consumers the chance to purchase mystery bags of trinkets for a low cost. Viewers watch sellers unpack the blind boxes on livestream, with the potential to win more prizes. This trend has become popular due to the thrill it provides in a time of low consumer confidence. While some find the process exhilarating and engaging, others have found themselves spending excessive amounts of money on the game with regrets.
Popular Chinese social media platforms are now featuring blind box livestreaming, attracting large audiences and generating substantial profits for sellers. The trend has caught the attention of the Chinese government, which has issued guidelines to regulate blind box sales to protect consumers, including disclosures of winning odds and a ban on underage players.
While some consumers find the experience of blind box livestreaming to be more emotionally engaging than purchasing directly from online stores, experts warn of the potential addictive nature of the game. As China’s economy continues to struggle, consumers are seeking alternative ways to engage in the consumption economy without breaking the bank. Blind box livestreaming has provided a way for consumers to enjoy a cheap thrill and engage in a sense of community, but the addictive nature of the game has raised alarms. As the trend continues to gain popularity, experts believe that something new will eventually replace blind box livestreaming as the next big craze in China’s e-commerce landscape.
Source
Photo credit www.nytimes.com
