Zhang Mofan's "Beauty Blind Box" Discussion: Discussion on Lucky Bag Marketing and Consumer Rights Protection

Zhang Mofan's "Beauty Blind Box" Discussion: Discussion on Lucky Bag Marketing and Consumer Rights Protection

Recently, the "beauty blind box" launched by the internet celebrity blogger Zhang Mofan has caused widespread controversy. The product is sold in the form of a "lucky bag". Consumers randomly obtained several beauty products after paying a fixed amount, but some users reported that the actual value of the products received was far lower than the publicity expectations, and there were even problems with expired or unpopular products. This incident once again pushed the contradiction between the "blind box economy" and consumer rights protection to the forefront.

1. Event background and controversy focus

As a top beauty blogger, Zhang Mofan's ability to sell goods has always attracted much attention. The "Beauty Blind Box" launched this time is priced at 199 yuan, and it is said that "large-brand beauty products with a total value of more than 800 yuan are included." However, consumers actually unboxing and found frequent problems:

2. Legal boundaries of lucky bag marketing

According to Article 20 of the Consumer Rights Protection Law, operators shall not make false or misleading publicity. Beijing Consumer Association pointed out that blind box marketing needs to clarify the following compliance requirements:

It is worth noting that Zhang Mofan's team issued a statement after the dispute fermented, saying that "the content of lucky bags was dynamically adjusted due to inventory", but the specific distribution ratio was not announced, and this response failed to completely calm the doubts.

3. Industry data and consumer psychology analysis

According to iMedia Consulting data, the scale of China's blind box market is expected to reach 23.6 billion yuan in 2023, of which 18% of the beauty blind boxes account for. This marketing method takes advantage of consumers' curiosity and game mentality:

4. Consumer rights protection suggestions

In response to such disputes, consumer protection experts put forward the following suggestions:

1.Leave evidence: Save screenshots of product pages and promotional melody records;
2.Rational assessment: Be vigilant about "probability benefits" marketing;
3.Protect rights according to law: You can complain to the platform or call the 12315 hotline.

Chen Yinjiang, deputy secretary-general of the Consumer Rights Protection Law Research Association of the Chinese Law Society, emphasized: "Operators cannot be exempted from quality responsibility on the grounds of 'random shipment'. If the actual value is seriously inconsistent with the publicity, it still constitutes fraud."

5. Industry reflection and future trends

This incident reflects the regulatory gap in the blind box economy in the rapid expansion. The Shanghai Municipal Market Supervision Bureau has recently summoned several e-commerce platforms and demanded the improvement of the blind box product access mechanism. More detailed regulations may be issued in the future, including:

- Mandatory publication of product value range
- Create a negative list of blind box products
- Implement the "cool-off period" return system

As of press time, Zhang Mofan's live broadcast room has removed the relevant blind box links, but the discussion on the boundaries of "lucky bag marketing" is still continuing. How to find a balance between business innovation and consumer protection will become a long-term issue.