Title: Zhang Mofan's "Beauty Blind Box" Discussion: Discussion on Lucky Bag Marketing and Consumer Rights Protection
Recently, the "beauty blind box" launched by Internet celebrity Zhang Mofan has caused widespread controversy, and consumers have been questioning the marketing model of lucky bags. This article will analyze from the perspectives of incident background, controversy focus, consumer rights protection, etc., and combine the popular topic data on the entire network for the past 10 days to explore the pros and cons of lucky bag marketing.
1. Event background
As the leading blogger in the beauty field, Zhang Mofan launched the "Beauty Blind Box" with "Excellent Value Surprise" as the selling point, claiming that it contains high-priced beauty products. However, after receiving the goods, a large number of consumers reported that the product value is far lower than that of promotion, and even the number of expired products or niche brands is recharged, causing collective complaints.
| time | Event node | Related data |
|---|---|---|
| May 10 | Blind box pre-sale is on | Daily sales exceeded 100,000 pieces |
| May 15 | The first batch of consumers received the goods | More than 2,000 complaints on Weibo |
| May 18 | Topics are on the hot search | 120 million views |
2. Analysis of the focus of disputes
1.The value is not in line: The market price of products actually received by consumers is generally 30%-50% of the promotional price, and some blind boxes have repeated recharges for samples of the same brand.
| Promote selling points | Consumer feedback | Percentage |
|---|---|---|
| Gift box worth 800 yuan | Actual value of 200-300 yuan | 68% |
| Big brand formal outfit | Sample/Expiration Product | 42% |
2.Marketing rhetoric controversy: The live broadcast room emphasized that "a brand of hot products must be released", but the actual investment volume is less than 5%, which is suspected of false publicity.
3.Missing return mechanism: Refusing to return and exchange goods on the grounds of "speciality of lucky bags" violates Article 25 of the Consumer Rights Protection Law on the provisions of online shopping without reason for returns of online goods in seven days.
3. Comparison of hot spot data across the entire network
Through analyzing social platform data in the past 10 days, it was found that similar disputes were not individual cases:
| platform | Related topics | The proportion of negative evaluation |
|---|---|---|
| 180,000 | 76% | |
| Little Red Book | 32,000 notes | 64% |
| Black Cat Complaint | 1200+ cases | 91% |
4. Consumer rights protection suggestions
1.Improve legislation: It is recommended to include blind box products in the special product catalog of the "Interim Measures for No-Reason Returns on Seven-Day Online Purchase Products" to clarify the value deviation standards.
2.Platform Supervision: E-commerce platforms should establish a "lucky bag marketing whitelist" system, conduct AI review of publicity and speeches, and immediately limit traffic in violating live broadcast rooms.
3.Consumer rights protection: Keep evidence such as live broadcast screen recording and physical product comparison pictures, and complaints can be initiated through the 12315 platform (the resolution rate of live broadcast goods complaints in 2023 will reach 82%).
5. Industry reflection
According to the "2023 China Beauty Industry Report", although the conversion rate of blind box marketing is as high as 25%, the repurchase rate is less than 8%. If a brand relies too much on "gambler psychology" marketing, it will seriously overdraw user trust. It is recommended to establish a transparent product placement mechanism, such as publishing the specific product portfolio and probability of blind boxes at different prices, so as to truly achieve sustainable operation.
This incident reflects the balance between business model innovation and consumer rights protection in the new consumption era. Only by establishing more complete market rules can we promote the healthy development of the beauty industry.
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