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Recently, LABUBU (La Bu Bu), a brand under Pop Mart, has rapidly gained popularity in global markets, sparking phenomenon-level attention and discussion both domestically and internationally. Dubbed "Plastic Moutai," this trendy toy product leverages a triple effect of scarcity, social attributes, and disruptive aesthetics. It has not only become a fashion item and a spiritual companion for young consumers but is also viewed by some as a new investment vehicle. Remarkably, limited-edition single pieces have fetched prices as high as 1.08 million RMB, demonstrating the blind box economy's precise grasp of contemporary consumer psychology. Faced with this phenomenon, one wonders if the baijiu industry, currently seeking a younger image, will boldly experiment with the blind box model as a potential path for industrial transformation and upgrading?

It's important to clarify that LABUBU's success isn't solely reliant on its disruptive aesthetic design. Instead, it built a closed-loop experience centered on "collection - social interaction - emotional projection." Consumers aren't just buying a doll; they are purchasing the thrill of unboxing, the scarcity of hidden editions, and the sense of identity gained through community sharing. If the baijiu industry wishes to replicate the success of the "blind box economy," it must first answer a core question: Are consumers willing to pay a premium for a "mystery bottle" of baijiu?

Crucially, in the traditional logic of baijiu consumption, certainty is paramount—brand, aroma type, and vintage form the "golden triangle" of purchase decisions. The core of the blind box, however, lies in shattering this certainty, using "uncertainty" to create anticipation and surprise. If baijiu brands merely use blind boxes as a gimmick for clearing inventory or bundling sales—for example, randomly including slow-moving products—it could erode brand value instead.

Furthermore, a natural contradiction exists between the strong social nature of baijiu consumption and the individualized experience of blind boxes. After all, in scenarios like banquets or gift-giving, no one would present a box of "unknown" liquor. More alarmingly, the blind box economy exhibits clear diminishing marginal effects. Declining tolerance for "box drawing" among trendy toy users and the backlash from secondary market speculation have already put significant pressure on the trendy toy industry. This serves as a cautionary tale for baijiu: over-reliance on hunger marketing in baijiu blind boxes could encourage scalping and disrupt the price system.

However, it's undeniable that, from a business logic perspective, the unexpected often proves more attractive and makes it easier to capture consumers' mindshare. So, should baijiu also break convention and step outside its established consumption scenarios and marketing models? LABUBU's success provides an answer: in today's consumer context, "selling surprise" is far more powerful than simply "selling a product."

How, then, can this breakthrough be achieved? The integration of baijiu and blind boxes likely requires higher-dimensional innovative thinking.

First, cultural IP-ization offers a viable path. Moutai launched digital collectibles for its "Solar Term Wine," and Wuliangye collaborated with the cultural program "New Forbidden City," both proving the strong IP derivative potential of renowned baijiu brands. If the contents of a blind box extend beyond just the liquor to include items like drinking vessels, cultural and creative merchandise, intangible cultural heritage experience vouchers, or even deep collaborations with popular domestic animations, games, or films, it could transcend the traditional functional attribute of "drinking." This approach could create consumption scenarios imbued with collectible value and emotional resonance.

Secondly, flavor exploration could become a breakthrough point. Facing younger consumers' preference for low-alcohol, fruity, or liqueur-style drinks, baijiu brands could experiment with introducing "tasting sets" featuring niche aroma types, experimental blends, or crossover flavors within blind boxes. The limited-edition, unknown nature lowers the barrier to trial, sparking curiosity and gradually cultivating new taste preferences and consumer loyalty. Indeed, some brands have already tapped into the youth market through miniature bottle designs and creative copywriting marketing. This underscores that baijiu needs to shed its stereotype of being "only for formal occasions" and shift towards a more relaxed, fun, and personalized direction.

Experts analyzing this trend point out that if the baijiu industry truly wants to embrace the "blind box economy," it must move beyond traditional product-centric thinking. Instead, it should build a new consumption model centered on emotional value, cultural identity, and experiential impact—making every unboxing not just the opening of a bottle, but a cultural encounter, a gustatory adventure, and an expression of ritual belonging to the younger generation.

In conclusion, the feasibility of baijiu blind boxes doesn't hinge on mere formal imitation, but on the ability to reconstruct the value chain. Rather than agonizing over "whether to do blind boxes," the industry should ask, "how can uncertainty be transformed into brand value-added?" Limited-edition intangible cultural heritage brewing experiences, blind box tokens redeemable for offline tasting events, label interaction games utilizing AR technology... Only by viewing blind boxes as a gateway to immersive brand storytelling, rather than a short-term promotional tool, can the baijiu industry genuinely unlock the door to the youth market.

In the world of LABUBU, consumers pay for emotion. For baijiu to tell a compelling new story, it may require an evolution—from "conquering taste buds" to "conquering minds."