The New York Times-China’s Latest Livestream Sensation: Shopping With a Game of Chance
02 全文梳理
【para1】引入话题 👉“盲盒直播”通过低成本的游戏体验吸引消费者，提供娱乐与购物结合的新型消费方式。
【para2】玩法介绍👉消费者购买小额商品，通过直播开盲盒获取惊喜和互动体验。
【para3】流行现状 👉盲盒直播在社交媒体平台上迅速普及，吸引大量观众，部分主播收入客观。
【para4】原因分析 👉在消费信心低迷的背景下，盲盒直播为人们提供了便宜又刺激的消费方式。
【para5-8】用户体验
-para5 欲罢不能👉盲盒游戏容易上瘾，玩家投入可能超预算。
-para6 情绪价值👉拆盲盒的过程提供了情绪上的满足感。
-para7 社交价值👉消费者通过盲盒直播建立联系和互动。
【para8】监管介入👉参与盲盒直播有风险，有关部门发布了盲盒销售规范指南。
【para9】未来趋势👉虽然盲盒直播目前流行，但新型娱乐消费模式将不断涌现。
03 原文阅读 635words
China’s Latest Livestream Sensation: Shopping With a Game of Chance How many plastic trinkets would you end up with? The game keeps many addicted, buyers and spectators alike.
How many plastic trinkets would you end up with? The game keeps many addicted, buyers and spectators alike.
[5] But some people can’t stop playing — what seemed like a bargain can end up being costly. Xu Wangwang, 28, a legal assistant in China’s eastern Jiangsu Province, had played the game regularly for five months until stopping in July. She was spending an average of 3,000 renminbi, about $420, every month, about one-third of her salary. “I regret it so much,” Ms. Xu lamented. “I could have done anything with this money.”
[6] Trinkets identical to the ones bought on blind box livestreams are usually cheaper if purchased directly on Taobao, one of China’s biggest e-commerce sites. But the experience is not the same. “Buying directly from online stores doesn’t offer the same emotional value,” Ms. Xu said, “I can feel my adrenaline skyrocketing when the streamer unseals the bag.”
[7] Ivy Sun, who lives in China’s southwestern Yunnan Province, has made friends with other buyers. They sometimes play together. “It’s more interactive,” she said, adding that she has spent about $2,800 on more than 400 games since June.
[8] “Consumers need time to adapt and return to reason, but in the beginning, they get into a frenzy,” said Qunfang Wu, a researcher studying human-computer interaction at the Berkman Klein Center for Internet and Society at Harvard University. The potential for consumers to get hooked on blind boxes has caught the attention of the government, which bans gambling. Last year, the authorities issued guidelines regulating blind box sales, including a prohibition on underage players and requirements that sellers disclose the chances of winning.
[9] Meanwhile, gamified livestreams are taking the craze to a new level. No other country has embraced e-commerce livestreams like China, and while blind box livestreaming may be the big thing in China now, it may not be for long. “Something more fun will appear,” said Ms. Wu of Harvard. “Everyone will follow it.” ■
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