A pair of shoes can sell tens of thousands of yuan, a doll because the gimmick of "blind box" can sell thousands of yuan. From "stir-fried shoes" to "blind box", "wallet is a passer-by" has become a consumption state of some young people.

A small doll in a box is being sought after by young people. Unlike ordinary commodities, consumers do not know which style is inside the package before opening it, so they are called "blind box". According to recent data released by Tianmao, nearly 200,000 "hard core players" spent more than 20,000 yuan on "blind box" last year, of which "post-95" accounts for the majority. From "fried coins" to "fried shoes" to "blind box", many people lament that "everything can be fried". Industry insiders believe that shoes and dolls, which are supposed to be small-scale consumer goods and collectibles, have changed after the rapid spread of business "hunger marketing" and Internet topics, and the resulting speculation industry chain has also added a lot of risk to the transaction. According to a report released by Tianmao, handmade shoes, video games, photography and Cosplay are the top five hobbies in the post-95 generation. Only in the first half of 2019, "poison", "nice" and "goods" three trading platforms of trendy shoes raised more than 1 billion yuan. "Blind Box" head enterprise Bubble Matt has completed at least six rounds of financing since 2011, 52 TOYS, 12 cultures have also completed multiple rounds of financing.

According to the industry, as young people like to play with fashion culture and social attributes, a variety of new business models emerge in an endless stream to meet more diversified consumer demand. However, entrepreneurs and investors should pay attention to industry norms and maintain self-discipline when creating "net red", while young consumers should avoid blindly following the trend.