KFC probably never thought that in the first week of 2022, it would not be the fried chicken that it is proud of, but the Dimoo blind box jointly launched with Bubble Mart. It is understood that this Dimoo blind box is divided into 6 regular models + 1 hidden model, each of which is composed of different KFC food elements and Dimoo dolls. Consumers need to purchase the designated KFC 99 yuan package to get A blind box comes with the package, which is limited to 260,000 copies nationwide, while stocks last. Blind box is far from "extinguishing" After the blind box package was launched, it triggered a wave of panic buying. Some people spend 10,494 yuan to buy 106 packages in order to get the hidden blind box.
Others use electronic scales, scanners and other instruments to "identify babies", and post carefully summarized "baby identification telemarketing list strategies" on social platforms. A box is hard to find, and it has also spawned "professional food" and scalpers online. Some netizens posted information on food substitutes, slogan "Blind box belongs to you, fat belongs to me". On platforms such as Xianyu and Taobao, a set of Dimoo blind boxes is priced at 600 yuan to 800 yuan, and the price of more rare hidden models has been fired up to 800 yuan, which is 8 times the price of the original package. On January 12, the China Consumers Association named KFC, saying that as a food operator, it used the limited-edition blind box sales method to induce and condone consumers’ irrational and excessive purchase of food packages, which was contrary to public order, good customs and the spirit of the law.
Although the main object of criticism from the China Consumers Association is KFC, as a partner of the blind box, Bubble Mart is also telemarketing list unable to escape public doubts, and its stock price has fallen. In fact, since Bubble Mart was listed in Hong Kong at the end of 2020, its market value has dropped from HK$150 billion at its peak to about HK$60 billion today. Many voices in the market believe that the "blind box economy" has stalled. Now that the KFC blind box exploded at the beginning of the new year, people can't help but rethink: is the blind box really turned off?