“盲盒”用英语怎么说？为啥这么火？

消费者跟泡泡玛特玩偶合影。(图片来源：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.

一份行业报告显示，盲盒在中国的受欢迎度不断攀升，预计到2024年，盲盒的市场规模将达到300亿元。

【知识点】

“盲盒”，在英语中可以用mystery boxes或mystery toy boxes表示，里面装的通常是动漫、影视作品的周边，或者是设计师单独设计出来的玩偶(collectible figures)。之所以叫“盲盒”，是因为消费者在购买的时候看不到里面装的是哪一款(the packaging doesn't allow buyers to see what's inside)，只有在打开之后才能看到。

行业竞争激烈

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.

报告指出，盲盒厂商目前面临激烈的市场竞争，位于领先地位的泡泡玛特占据的市场份额仅有8.5%。

女白领和大学生是主要受众

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.

报告显示，一线城市女白领和Z世代大学生是盲盒消费的主力。女性消费者占盲盒消费人群的62.6%。

喜欢未知的刺激感

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

中国的年轻人喜欢用可爱的物件装饰他们的办公桌或家里，(购买盲盒)这种充满惊喜的体验也会让消费者觉得刺激。

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.

阿里巴巴旗下电商平台天猫的一份报告指出，中国千禧一代在盲盒方面的花费高于名牌鞋和电竞等爱好的花费。

【相关词汇】

市场份额 market share

消费者喜好 consumer preference

休闲消费 leisure consumption

流行文化 pop culture