‘Blind Box’ Marketing Phenomenon in Food Industry!

In recent years, a new trend has emerged in the food industry known as the “Blind Box” concept. Originating from Denmark in 2015 with the launch of the app “Too Good To Go,” this concept aims to tackle food waste by offering discounted sales of unsold food items nearing their expiry date. The idea has gained popularity in several European countries and has now made its way to China with platforms like Xishi Magic, Milibox, Qu Xiaodai, Dou Zhe Zou, and Ba Dian Yi Hou leading the way. This article analyses the implications of the “Blind Box” model for businesses, consumers, and entrepreneurs.

For Businesses:

Such as bakeries, there is often a surplus of products at the end of the day, leading to a certain level of waste. Previously, these items would either be discarded or recycled for animal feed. With the introduction of the “Blind Box” platform, businesses can reduce their economic losses by selling these surplus items at a discounted price. Moreover, participating in this initiative contributes to environmental sustainability by minimizing food waste. However, there is a potential downside as some consumers may develop a habit of only purchasing discounted items, which could impact the regular sales of products.

For Consumers:

For price-sensitive consumers, the “Blind Box” concept offers the opportunity to purchase affordable food items that are still within their expiration dates. Additionally, the element of surprise associated with blind boxes appeals to the curiosity of younger consumers. On platforms like Douyin (TikTok), it is not uncommon to see individuals relying entirely on “Blind Box” purchases for their daily meals. These blind boxes offer a variety of products at significantly reduced prices, such as 7.9 yuan for a dim sum set, 11.9 yuan for a snack bundle, or 19.9 yuan for a sushi combo. The affordability, variety, and the chance to discover unexpected items make “Blind Boxes” appealing to many consumers.

Concerns and Future Outlook:

Critics of the “Blind Box” model raise concerns about the freshness and quality of the products received. They argue that the short shelf life of these items, typically two to three days, may compromise their quality. However, it is worth noting that the participating establishments are often well-known brands with established food safety standards, providing a level of assurance to consumers. Furthermore, advancements in digital production and inventory management can help optimise the accuracy and freshness of products, mitigating these concerns. While challenges exist, the “Blind Box” model presents an opportunity for entrepreneurs to introduce innovative approaches in the food industry.

Expansion and Social Influence:

The spread of the “Blind Box” trend is primarily driven by social media platforms like Xiaohongshu (Little Red Book). These platforms act as channels for the dissemination of such concepts, attracting users who are curious about exploring new trends. The “Blind Box” platforms have primarily expanded in major cities like Beijing, Shanghai, and Guangzhou, with participating businesses concentrated in popular commercial areas. The digital and geographical positioning of these platforms determines their user base, and the concept itself carries a certain social appeal. Content creators on platforms like Bilibili, Xiaohongshu, and Douyin have also embraced the “Blind Box” concept, generating interest and curiosity among their followers.

Conclusion:

The “Blind Box” trend in the food industry, with its focus on reducing food waste and providing affordable options to consumers, has gained traction in recent years. While there are concerns about product freshness and quality, advancements in technology and the involvement of established brands can address these issues. As the industry faces stricter food safety regulations, the prevalence of such concerns is likely to decrease. For entrepreneurs, the “Blind Box” model presents a new opportunity for innovation, particularly in untapped markets beyond major cities. With its potential for sustainability and economic benefits, the “Blind Box” trend is poised to shape the future of the food industry.