With the development of the Internet, blind boxes have become a new cultural phenomenon and a way of toy consumption. It not only meets people's consumption needs, but also triggers people's love and pursuit of toys and collectibles. At present, the blind box market has gradually developed into a huge industry, and the overseas blind box market is even more colorful and has attracted much attention. This article will understand the international version of the overseas blind box project from multiple dimensions, look at the development of the overseas blind box market, and discuss how to steer the wind direction of the blind box again in 2023.
1. Development status of blind box market
Blind box, that is, toy blind box, is a small boxed toy with randomness, which contains one or more small toys that appear randomly. It is sought after by players and collectors for its randomness and stash feel. At present, the blind box market has gradually developed into a huge industry. According to statistics, the global blind box market has reached US$12 billion in 2019 and is expected to reach US$25 billion in 2025. Among them, the Asian market occupies a dominant position in the blind box market.
2. Overview of Overseas Blind Box Market
As an important part of the blind box market, the overseas blind box market has also attracted much attention. At present, the overseas blind box market is mainly divided into two major markets: Europe, America, Japan and South Korea.
The European and American blind box market mainly includes the United States, the United Kingdom, France, Germany, Italy and other countries. In the European and American markets, blind box toys are mainly based on elements such as cartoon characters, cartoon film and television, games, etc. At the same time, some original elements will also be added, which have certain cultural connotations. In recent years, blind boxes in the European and American markets have gradually increased the personal brands of independent designers, showing more creativity and diversification. The price of blind box toys in the European and American markets is relatively high, which is mainly determined by factors such as raw material costs, production costs, and intellectual property rights.
The blind box market in Japan and South Korea mainly includes Japan, South Korea and other countries. In the Japanese and Korean markets, blind box toys are mainly based on animation, games, stars and other elements, and also cover some cultural elements and traditional customs. The blind box toys in the Japanese and Korean markets pursue the perfect combination of kawaii and culture, so the design style is very unique. The price of blind box toys in the Japanese and Korean markets is relatively low, but there are also problems of infringement and imitation.
3. International Version Overseas Blind Box Project
With the development of the blind box market, overseas blind box projects are also gradually emerging. The international version of the overseas blind box project refers to combining domestic popular elements with the overseas blind box market to create overseas blind box toys with local characteristics. This model can not only meet the needs of domestic toy lovers, but also enter overseas markets and gain a larger market share.
The design of the international version of the overseas blind box project, on the one hand, integrates domestic elements, such as Chinese traditional culture, Chinese elements, Chinese stories, etc., so that foreign consumers can better understand Chinese culture; In the process of collecting blind boxes, I feel the international design style and cultural atmosphere.
At present, the international version of the overseas blind box project has achieved good sales results in overseas markets and has become a new force in the blind box market. Among them, the "Chinese style" element is very popular in European and American markets, and has become a highlight in the overseas blind box market.
4. Development Trend of Overseas Blind Box Market
The overseas blind box market will continue to maintain a rapid growth trend in the future. Among them, the internationalization trend, personalized customization and other directions will become the development trend of the overseas blind box market.
Internationalization trend: Launching blind box toys with local characteristics in overseas markets is an important way to enter overseas markets. Integrating domestic cultural elements with local culture can better attract the attention of local consumers and enhance product competitiveness.
Personalization: In overseas markets, consumers have increasingly strong demands for personalization, and blind box toys are no exception. In the future, blind box toys will develop in the direction of personalized customization, providing more unique and diversified products.
In addition, in the overseas blind box market, digital channels such as e-commerce platforms and social media will become important sales channels. Consumers can learn about the latest information on blind box toys and exchange collection experiences through social media, thereby increasing consumption stickiness and user stickiness. At the same time, digital channels can also provide more sales data and consumer feedback, providing strong support for product design and market research.
5. Prospect of blind box market trend in 2023
In 2023, the blind box market will be more diversified, and the design styles will also be more diversified. At the same time, the collection value and cultural significance of blind box toys will become more prominent. The specific outlook is as follows:
The international version of the overseas blind box project will continue to advance, and more domestic cultural elements will be integrated into the overseas blind box market, becoming the new favorite of overseas consumers.
Blind box toys will pay more attention to design innovation and cultural connotation, increasing the collection value and cultural significance of blind box toys.
The blind box market will tend to be digital and intelligent, and digital channels will become mainstream sales channels.
Blind box toys will tend to be personalized and customized. Consumers can choose different materials, designs, quantities, etc. according to their own needs to achieve more personalized collection needs.
6. Conclusion
The blind box market is a market full of opportunities and challenges, and it will become more diversified and digital in the future. At the same time, the development of the overseas blind box market will also become a highlight of the blind box market. We believe that through continuous innovation and improvement, the blind box market will become a hot spot in the toy industry, bringing consumers a more diverse and interesting consumption experience.