Although the popularity of the blind box seems to be declining, in the current trendy game market, the blind box is still the fastest and best-selling product. Blind boxes with both low price and fun have also become the first choice for startups to telemarketing list quickly cut into the trendy game industry with low risk. Sun Yuanwen, the founder of Top Toy, founded at the end of 2020, said frankly in an exclusive interview with "Chinese Entrepreneur": "Currently, blind box products are still the most popular Top-level products in Top Toy's offline stores." Chen Wei, the founder of 52TOYS, which has been established for six years, also said that in the relatively early stage of the industry development in recent years, the proportion of blind boxes in the overall sales will be slightly larger.
As a leading player in the blind box world, Bubble Mart is also looking for new possibilities for the continuation of the popularity of the telemarketing list blind box, and taking the blind box joint route has become one of the new directions of its efforts. Since 2020, Bubble Mart has successively cooperated with many well-known IPs around the world to launch series of blind boxes such as Harry Potter, Naruto, and Disney Princess. Bubble Mart hopes that with the help of the existing fan base of mature IP, the user circle will be further expanded and the sales of blind boxes will continue to rise. Blind box is far from "extinguishing" Harry Potter Blind Box Source: Bubble Mart Official Wechat In addition to IP licensing business,
Bubble Mart has also launched cross-border cooperation with first-line brands in beauty, daily necessities, fast-moving consumer goods and other telemarketing list fields, including well-known brands such as L'Oreal, Casio, and Dove. Judging from the actual effect, the co-branded products have indeed contributed to the revenue of Bubble Mart. According to the financial report data, Bubble Mart’s non-exclusive IP sales in 2020 will increase from 159 million yuan to 444 million yuan, and the proportion of revenue will increase from 9.5% to 17.7%. In addition, the derivative industry of blind boxes is also gradually emerging. On second-hand trading platforms represented by Xianyu and Zhuanzhuan, the number of transactions of blind boxes continues to rise.