What are the hidden consumption traps behind the unboxing process in the live broadcast room? There are many doubts about the unboxing process, and the winners are suspected to have been chosen internally. In the live broadcast room, the cheers and bells of the anchor when opening the blind box echo the "European Qi Full" of the audience on the screen (Editor's note: European Qi Full is a popular term on the internet, indicating good luck or wealth), which leads to a sharp increase in blind box sales. At present, unboxing has evolved from an offline experience to a new consumption model in live streaming rooms. Behind this seemingly lively consumer frenzy, there are also many hidden traps. Consumers openly claim to have a "gambler mentality" and blind box dismantling live streaming has been popular online since last year. The uncertainty and gameplay derived from this blind box+game approach satisfy people's curiosity and have become a new choice for many people to release stress in their leisure time. Usually bought through playing games. Once you decide to buy, you can't stop at all Recently, consumer Xiaoyang told Beijing Youth Daily reporters that she has been addicted to various live streaming rooms in recent months, buying blind boxes through games such as big fish eating small fish or guessing numbers. In just three months, she spent 40000 yuan to purchase various blind boxes. Seeing others being particularly capable of being 'European', I feel like I can too. Not 'European' enough, it must be because I haven't bought enough. There is a gambling mentality Xiaoyang said. Stealing beams and changing pillars, the purple blind box instantly turns yellow. In the live streaming scene, the proxy dismantling anchor acts as the "hand" inside the consumer's screen, choosing which blind box to open or which gameplay to play, it seems that consumers have made their own decisions. However, in recent times, the act of live streaming hosts dismantling live rooms has also been frequently questioned by consumers. The reporter found that many netizens have exposed on social media that certain live streaming rooms have engaged in covert operations during blind box sales. In the recorded screen provided by a netizen, the anchor opened the blind box and the edge of the camera clearly captured the purple corner of the packaging. But then, the anchor's blind box was removed from the camera. A few seconds later, what was presented to the audience turned into a blind box in yellow packaging, and the whole process was full of doubts. In addition, some consumers have expressed that the display blind boxes they see in the live broadcast room are indeed genuine, but the blind boxes they actually receive are "fake at first glance". However, due to the nature of blind boxes, it is difficult to protect their rights. In each round of game lottery, the same person is drawn. Apart from the possible phenomenon of "switching packages" during the live broadcast, the identity of the rare blind box winner has also been questioned by netizens. Previously, a leaked video posted by netizens showed that there were only about 30 people online in the live broadcast room. The winner of a blind box named "Y" on the winning list was not originally in the live broadcast room, but suddenly appeared in the room and said "mine" after the anchor shouted out the winning number. This situation is not uncommon. A netizen watched a live broadcast for over an hour and found that the same person would be drawn in every round of the game lottery. The person who is selected never participates in the live broadcast interaction and theoretically does not qualify for the lottery. Moreover, after winning the prize, this person will leave the live broadcast room. After discovering these netizens, they immediately asked the anchor, but were blacklisted. Hunger marketing gives consumers a sense of urgency through live streaming blind box sales models, usually starting with "limited release" or "flash sale" to give consumers a sense of urgency. For example, some live streaming rooms claim that this type of blind box has been "locked", and if they don't catch up with this batch, they can only buy it from others at a higher price. But are these blind boxes really in short supply? A reporter from Beiqing Daily found a blind box that the anchor claimed was "sold out" in a live broadcast room, but after a period of time, it was pulled out by other consumers. However, the anchor did not remind that the blind box was sold out, and the transaction was successfully completed. Not only that, the live broadcast room will also set up various games, giving blind box draw a "European style" bonus. For example, accumulating purchase points can be exchanged for a certain blind box; After dismantling a specific style, it can be freely disassembled or stacked to exchange for a new style. But in fact, these are all 'controllable'. Xiaomei, who used to work as an assistant in the blind box live broadcast room, revealed that the situation of winning just one order is almost a false order. Which orders can be drawn can be controlled in the live broadcast room. ·Reminder · More evidence shall be left for participating in the disassembly of blind boxes. According to the relevant laws and regulations, if the blind box operator has fully informed of the prompt and confirmed by the consumer at the time of single purchase, the blind box goods sold through the Internet shall not be returned for seven days without reason after opening. But if the purchased blind box products have problems such as poor quality, false advertising, or passing off inferior products as good, the Consumer Rights Protection Law of the People's Republic of China can be directly applied, requiring the operator to return or exchange them. Lawyer Luo Chunli from Beijing Jingshi Law Firm stated that the merchant intentionally falsely advertised the contents of the blind box, claiming that there would be high-value or specific products in the blind box, but in reality, they did not exist at all; Or deliberately manipulating the probability of blind box extraction to make it difficult for consumers to obtain the advertised products and mislead them into purchasing, in which case it is suspected of fraud. He stated that if consumers suspect that they have been involved in blind box fraud, they should retain relevant evidence such as purchase receipts, promotional materials, etc., and promptly file complaints with relevant departments or seek legal assistance. (New Society)