Top of the Great Era

Unpacking the blind box is essentially Zhou Buqi’s motivation for doing e-commerce in Japan at the very beginning. It is to sell domestic products to Japan, and use Japan’s huge consumer market to digest domestic excess productivity to a certain extent.

It’s more or less cross-border e-commerce.

However, it is difficult to implement.

Jingtao has come all the way, choosing the entry point of entertainment, games, and Two-dimensional, and cooperating with online platforms such as Yahoo Japan, YikYak, and Ucgram, which can be regarded as a breakthrough in the e-commerce field.

It is currently the third largest e-commerce platform in Japan.

It was successfully listed on the Tokyo Stock Exchange this year, and after learning a lot of the essence of the blind box business from Chaowan Commune, it finally launched this plan that has been in the mind for many years.

It is necessary to sell domestic products to Japan, especially those products produced by small and medium-sized enterprises.

How to sell?
If it is listed and sold in the normal mode, I am afraid that not many people will buy it.

Blind boxes are the answer.

Turn consumer behavior into a game, into a gamble!

Relying on the uncertainty of the blind box to stimulate the secretion of endorphins in the human body, there will be pleasure in the surprise process of unpacking, so that others will be fascinated by the feeling of playing with the heartbeat of unpacking the blind box.

Jingtao will import a large number of thousands of products from China, and then randomly deploy them, all of which are packaged in a black box blind box.

What's in the blind box?
do not know!
If you're lucky, you might even get a laptop.

This can make a lot of money!

Rather than saying that buying a black box blind box on Jingtao is consumption, it is better to say that it is an entertainment activity of unpacking the blind box. What consumers spend money on is the kind of "heartbeat", "stimulation", " Surprise" feeling, not the product itself.

The commodity itself was less important, paving the way for domestic exports to Japan.

The culture of the blind box itself was born in Japan, and the "gashapon" has been around for decades. It's just putting toys in a capsule-like egg. I don't know what it is.Twist the egg open to be surprised to see what toy is hidden inside.

But this model has been around for too many years.

However, Japanese society is too rigid, and there are no changing and more creative business models. Jingtao seized this opportunity and grandly launched the blind box unpacking activity.

On fire.

Sitting in the car, Chen Dong couldn't help but confess, "The past two months... to be precise, the past month, the first month was still fermenting when it was first launched, and it wasn't too hot. It will spread across the country in just one month.”

Zhou Buqi asked, "How much are you selling?"

Chen Dong said with a smile: "There are nearly 200 million boxes, and in the past month, 130 million boxes have been sold."

Zhou Buqi asked again: "How much is a box?"

Chen Dongdao: "Not necessarily, there are three tiers. The regular version is 2999 yen, the premium version is 3999 yen, and the collector's version is 4999 yen. Shipping costs are not included. If you calculate everything, it is basically 30 dollars a tier, 40 dollars One pack, $50 a pack."

Zhou Buqi nodded, "That's really not expensive."

Chen Dong said with a smile: "It's something young people like, but it's too expensive and they can't afford it. The best-selling product is the regular version, which has sold 100 million sets."

Zhou Buqi said slowly: "There are at least 4000 million teenagers in Japan. From this point of view, the sales volume is not much, and the popularity is not high enough."

Chen Dongdao: "It has only been launched for two months, and the total revenue of this business has exceeded 5000 million US dollars. In the entire Japanese e-commerce field, there is no more popular online shopping event than the unboxing blind box event. gone."

Zhou Buqi smiled, "When the blind box is done, it will have long-term stickiness. Just like many people like to play cards, if they don't play for a long time, they will feel itchy."

Chen Dong sighed, "Yes, who said no? I remember when I was a child, my second uncle worked in the south for a year, earning more than 2 yuan, and went home for the Spring Festival. As a result, he played cards with others during the Spring Festival. But when it gets older, it will be lost in a few days."

"That's pure gambling, and it's out of bounds." Zhou Buqi waved his hand, "We're talking about this kind of small gambling, many people play cards, and the winning or losing is only [-] cents. In the process of sexual stimulation, winning or losing is not important."

That being said, the blind box business is essentially on the sidelines of gambling.

Most of the consumers are small gamblers.

But there are always a few people who like to go to extremes, become addicted to it irresistibly, and then start to spend a lot of money... There is no way to do it.

Sell ​​an iPhone, and some people sell their kidneys to buy it. It can’t be said that it’s the iPhone’s fault, can it?Sell ​​a cough syrup, and some people are addicted to it.

Wen Zhixia and Chen Dong have known each other for a long time. At that time, she was still Zhou Buqi's real wife, but now she is divorced. She asked softly, "With the income of 5000 million US dollars, what about the cost? What about the profit?"

"This..." Chen Dong's expression became a little complicated.

Zhou Buqi understood at a glance, "Didn't make any money?"

Chen Dong nodded, "About 1000 million dollars was lost."

"I go!"

Zhou Buqi had known for a long time that this kid was a bit "daring", and his courage was really not small.

The business of unboxing blind boxes brought Jingtao 5000 million US dollars in sales, but caused Jingtao a loss of 1000 million US dollars... This kind of business, if you look at the whole of Japan, it is estimated that he can play it.

Chen Dongdao: "The cost of the product is actually not much. In the blind box of 5000 million US dollars, the cost of the product is about 4000 million US dollars. This is my intention to increase it. After all, it is the initial stage of the blind box business. The quality of the goods in the store must be better to be more attractive."

"Yeah." Zhou Buqi agreed with this thinking, "What about the future?"

Chen Dongdao: "It will definitely decrease in the future, and the gross profit should be kept at about 35%. For a commodity worth 5000 million U.S. dollars, the cost should be controlled within 3500 million U.S. dollars."

"The gross profit margin is not high."

Zhou Buqi had read the financial report of Chaowan Commune, and it was scary.A player blind box figure that costs $1 can sell for $5 at the ex-factory price.

Chen Dong said with a smile: "It is still necessary to continue this activity for a long time, and use Jingtao as an important source of traffic to attract users. This time you have reached an all-round strategic cooperation with Yahoo Japan, and Jingtao also intends to participate , Open a channel to unblind box."

"How much does it cost?" Zhou Buqi now knew why the loss was so serious, "Have you invested a lot in marketing?"

Chen Dong nodded, "In the past two months, I approved a marketing budget of 1200 million dollars."

"Where did it all fall? Did it all go to Yahoo Japan?"

"How is it possible? Niconico is the most popular of course. The up owners of this Two-dimensional website are now most popular with blind box unboxing videos. Jingtao and Niconico jointly launched a blind box unboxing event. In the next two years Within a short period, Jingtao will pay 500 million US dollars in bonuses and marketing expenses for this."

"Yes, you can't follow the traditional model when marketing, and you must link up with the hot traffic of the Internet."

Zhou Buqi felt more relieved.

Niconico is a video website owned by Ziweixing Japan.

Although Jingtao's marketing budget is large, it is still considered fertile and does not flow to outsiders.

Chen Dong went on to say: "There are also YikYak and Ucgram, which also have a certain amount of input...and Mr. Mitsui, who helped a lot. The first month was tepid, and the second month was about It became popular, and Mr. Mitsui helped to operate it."

"Old bastard Mitsui..."

Zhou Buqi really didn't know what to say.