“盲盒”用英語怎么說？為啥這么火？

消費(fèi)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(bào)告顯示，盲盒在中國(guó)的受歡迎度不斷攀升，預(yù)計(jì)到2024年，盲盒的市場(chǎng)規(guī)模將達(dá)到300億元。

【知識(shí)點(diǎn)】

“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(dòng)漫、影視作品的周邊，或者是設(shè)計(jì)師單獨(dú)設(shè)計(jì)出來的玩偶(collectible figures)。之所以叫“盲盒”，是因?yàn)橄M(fèi)者在購(gòu)買的時(shí)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(jìng)爭(zhēng)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(bào)告指出，盲盒廠商目前面臨激烈的市場(chǎng)競(jìng)爭(zhēng)，位于領(lǐng)先地位的泡泡瑪特占據(jù)的市場(chǎng)份額僅有8.5%。

女白領(lǐng)和大學(xué)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(bào)告顯示，一線城市女白領(lǐng)和Z世代大學(xué)生是盲盒消費(fèi)的主力。女性消費(fèi)者占盲盒消費(fèi)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(guó)的年輕人喜歡用可愛的物件裝飾他們的辦公桌或家里，(購(gòu)買盲盒)這種充滿驚喜的體驗(yàn)也會(huì)讓消費(fèi)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(tái)天貓的一份報(bào)告指出，中國(guó)千禧一代在盲盒方面的花費(fèi)高于名牌鞋和電競(jìng)等愛好的花費(fèi)。

【相關(guān)詞匯】

市場(chǎng)份額 market share

消費(fèi)者喜好 consumer preference

休閑消費(fèi) leisure consumption

流行文化 pop culture