Comment 丨 "No minor under the age of 8, let the blind box economy bid farewell to the blind economy

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Comment 丨 "No minor under the age of 8, let the blind box economy bid farewell to the blind economy

2022-01-15 18:05:36 14 ℃

Under the premise of growing up, it is a general trend.

Shanghai is shot on the blind box. On January 12, the Shanghai Municipal Market Supervision Bureau formulated the release of "Shanghai Blind Box Business Activity Compliance Guidelines". On the 14th, the Shanghai Municipal Market Supervision Administration held a news ventilation meeting on the "Shanghai Brail Box Business Activity Compliance Guidelines" issued. "Guide" is suitable for blind box operators in the Shanghai administrative region, as well as other operators who sell blind box goods to consumers. It is reported that this "guidelines" have been investigated in many markets in half a year, and the industry red line is designed.

In the current consumption field, buying a blind box may be a lot of young people or even primary school students. Blind box consumption drives the rapid development of industry chains, and some blind box brands represented by bubble mart, it is a darling of the capital market.

Net red tide play the blind box "bubble mart". IC photo

But at the same time, in the process of developing high-speed development in the blind box, some industries have also emerged frequently. Shanghai is the first to introduce industry guidance, guiding its standardization, which is just right.

From a specific provision, this guidelines are undoubtedly a targeted. For example, "Guidelines" mentioned that there are strict requirements for sales qualifications, storage and transportation, use conditions, etc., may not be sold in the form of blind boxes. This means that some behaviors that have previously played the active pet as a blind box, which is clearly uncomfortable, and effectively avoids related consumption disputes, and the rights of animal rights are also a risk guarantee.

"Guide" also requires that the price of a single blind box is generally not more than 200 yuan. The blind box is indeed a market-priced commodity, but it must be seen that the blind box consumption is concerned about consumers. It has the characteristics of information asymmetry. It is a strategy to cover the price to the blind box. It is also a protection for consumer rights.

It is worth mentioning that the current blind box consumers are a large part of the minor. This part of the group's psychological cognition is not very mature, and the novelty and stimulus characteristics of the blind box are like game golden gold, which gives them an addictive. Therefore, the "guidance" especially emphasizes the minor protection mechanism, requiring the blind box operator to sell the blind box to minors under the age of 8, and sell the blind box products to minors above 8 years old, should be online Waiting for different ways to confirm the consent of the guardian. This limiting requirement allows those who have not been blindly spending for unprocomasation, becoming a merchant.

It must be pointed out that although the blind box is a blind product, this does not mean that consumers have no basic informed rights, nor means that the blind box consumption can completely become blind consumption.

It is considering the random characteristics of the blind box economy, "Guidelines" issued in Shanghai, and the sales of blind boxes have also made transparent disclosure requirements. For example, information should be publicized with the type of commodity type, the drawing rules, the quantity of goods, and the hidden extract probability. The disclosure of this information is conducive to establishing a more transparent consumer environment to protect consumers' right. For consumers, if the type of blind box, the amount of transportation, the amount of transportation is more transparent, they will have the bottom of their hearts before buying, and they will not pay for some hidden money to smoke.

Of course, "Guidelines" in Shanghai is only a kind of industry guidelines, which does not have mandatory legal effect, but from the unity itself, it is a progress. On the one hand, there is an effective reference for regulating law enforcement departments, and dealing with similar consumer disputes. On the other hand, it will also inject the merchants to regulate marketing and sale, not to use the information of the blind box asymmetric harvesting consumers.

As a new consumer product, some chaos of the blind box economy is the result of market supervision lag behind the development of the industry. In the long run, under the premise of gradually growing the market, the economic direction of the blind box is a general trend. Therefore, "Guidelines" in Shanghai is currently started, and the blind box economy can be in accordance with it, no longer blind, consumer rights can be effectively guaranteed.

Red Star News Special Commentator Xiong Zhi

Editor Wang Wei Tao

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