Summary of Key Points
Hema has recently significantly increased the display of a “Cocktail Art Blind Box” in multiple stores across Chengdu, with entire shelves dedicated to this product. The “blindness” in this blind box does not lie in the cocktails themselves (there are only 6 fixed varieties), but rather in the accompanying party interactive games. At the same time, the display area for traditional wines has decreased, while the proportion of ready-to-drink products such as fruit wines and pre-mixed drinks has increased. The article analyzes the features of this blind box, the reasons behind Hema’s promotion of it, and the challenges associated with repeat purchases of such alcohol-based blind boxes.
1. This Cocktail Blind Box is Not Really about the Cocktails; It’s About the Party Games
The blind box costs 27.9 yuan for 6 bottles (about 4.65 yuan per bottle), and the cocktails are fixed at 6 varieties (such as Mojito, Grapefruit Gimlet, etc., with alcohol content ranging from 6% to 15% and fruit juice content of ≥10%). Consumers can see all the cocktail options before making a purchase. The real “blindness” comes from the 6 compartments with question marks; each compartment corresponds to a different drinking game (for example, you draw a compartment during a party and then use the corresponding cocktail to complete a task). Essentially, this product combines 6 ready-to-drink cocktails with party games, turning them into a social activity tool for young people—perfect for watching dramas or playing games with friends. Staff mentioned that the product was available in March and April, and sales have been good since the increased display; most buyers are young people.
2. Hema’s Investment in This Product Has Three Strategic Intentions
1. Attracting Young Consumers to Stay and Shop: The prominent display on entire shelves, combined with artistic packaging and interactive games, along with the low price of 27.9 yuan, reduces the decision-making pressure for young consumers (some customers say, “I’m just curious; making cocktails myself is too troublesome”).
2. Speeding Up Turnover to Avoid Waste: Pre-mixed drinks have a shelf life of only 12 months, so selling them in boxes helps spread costs more efficiently. Large displays and price discounts can help sell products quickly and prevent inventory losses before they expire.
3. Promoting Own/Customized Products: Industry insiders note that Hema’s shelves tend to feature top brands and its own products, and this blind box is part of Hema’s ongoing effort to promote its own offerings.
3. Why Are Traditional Wines Being Pushed to the Side?
In the stores visited, the display area for traditional wines has been reduced to just one shelf, with prices ranging from 50 to 150 yuan. The reason is that the consumption scenarios for wines are not as clear (it’s not immediately obvious when or with whom to drink them), and brand recognition is limited. In contrast, fruit wines and pre-mixed drinks, which are ready-to-drink with clear flavors and specific usage scenarios (such as parties or watching dramas), make it easier for consumers to understand why they should buy them, thus occupying more shelf space.
4. How Long Can Blind Boxes Remain Popular? Repeat Purchases Are the Biggest Test
1. First Purchase Driven by Games, Second Purchase by Flavor: Industry insiders suggest that games and low prices can attract first-time buyers, but if the taste of the cocktails is not good, consumers are unlikely to make repeat purchases. Blind boxes can only serve as a marketing tool; they cannot replace the product itself.
2. The Effect of Promotions Needs to Be Proven: Whether the increased sales are due to the blind box concept or the promotional discounts remains to be seen. Only by returning to regular prices or removing the display will we know if the sales were temporary or a result of the promotion.
3. Regular Content Updates Are Necessary: With fixed cocktails and games, consumers won’t buy the same product repeatedly. To sustain sales, it’s necessary to regularly update the illustrations, games, or the flavors of the cocktails.
Conclusion
Hema’s adjustment of its product displays reflects a strategy of focusing on products that sell better within limited space—drinks that young people like, with clear usage scenarios and quick decision-making options. For alcohol-based blind boxes to be successful in the long term, they need to offer more than just an engaging experience; they must also deliver good taste and continuous innovation.