“盲盒”用英語怎么說？為啥這么火？

消費者跟泡泡瑪特玩偶合影。(圖片來源：CFP)

Mystery boxes are gaining popularity in China, with the size of the toy's market expected to reach over 30 billion yuan by 2024, according to an industry report.

一份行業(yè)報告顯示，盲盒在中國的受歡迎度不斷攀升，預計到2024年，盲盒的市場規(guī)模將達到300億元。

【知識點】

“盲盒”，在英語中可以用mystery boxes或mystery toy boxes表示，里面裝的通常是動漫、影視作品的周邊，或者是設計師單獨設計出來的玩偶(collectible figures)。之所以叫“盲盒”，是因為消費者在購買的時候看不到里面裝的是哪一款(the packaging doesn't allow buyers to see what's inside)，只有在打開之后才能看到。

行業(yè)競爭激烈

Makers of the mystery boxes currently face fierce competition in the market, with the leader -- Pop Mart -- having a market share of only 8.5 percent, said the report.

報告指出，盲盒廠商目前面臨激烈的市場競爭，位于領先地位的泡泡瑪特占據(jù)的市場份額僅有8.5%。

女白領和大學生是主要受眾

Female white-collar workers and Z-generation college students in first-tier cities are the primary consumers of mystery boxes. Females account for 62.6 percent of consumers, according to the report.

報告顯示，一線城市女白領和Z世代大學生是盲盒消費的主力。女性消費者占盲盒消費人群的62.6%。

喜歡未知的刺激感

Young Chinese like cute items to decorate their desks and homes. The surprising nature of what one gets also excites consumers.

中國的年輕人喜歡用可愛的物件裝飾他們的辦公桌或家里，(購買盲盒)這種充滿驚喜的體驗也會讓消費者覺得刺激。

China's millennials spend more on mystery toys than any other hobby, including designer shoes and e-sports, according to a report from e-commerce platform Tmall, which is owned by Alibaba.

阿里巴巴旗下電商平臺天貓的一份報告指出，中國千禧一代在盲盒方面的花費高于名牌鞋和電競等愛好的花費。

【相關詞匯】

市場份額 market share

消費者喜好 consumer preference

休閑消費 leisure consumption

流行文化 pop culture