Is the ticket blind box spreading welfare or marketing means? What did you pull out?

In essence, the marketing activity of blind box of air tickets belongs to a well-packaged marketing method, but it is not entirely welfare promotion. My views are as follows:

First of all, 66 yuan or similar low prices only allow users to pay a certain threshold to participate in activities, which is not the same as actually getting air tickets. The price of air tickets far exceeds this amount, so the statement that "66 yuan buys an air ticket" is a typical "title party" and is exaggerated. In fact, there are very few people who can really get cheap air tickets. Most people pay the handling fee but get nothing, which is not in line with the positioning of Guangsa Welfare.

Secondly, the purpose of such activities is to attract users' attention, stimulate consumption desire and attract more people to participate, so as to achieve the purpose of brand promotion and traffic realization. If you really want to give users benefits, you can use lottery, rebate and other means. There is no such high threshold and wrong rules, which is a cover-up of marketing means. This is also one of the marketing tactics commonly used by many e-commerce platforms.

Thirdly, the chances of winning cheap air tickets are slim, which also proves that its purpose is marketing propaganda rather than real public welfare. According to the probability calculation, even if one lucky person wins the air ticket, it will not achieve the effect of profit diffusion, but will bring unnecessary expectations to other participants. This design is really questionable.

There are also some problems with the blind box of air tickets. First of all, consumers need to be more rational and cautious when participating in the blind box of air tickets to avoid being misled by false propaganda. Secondly, the lottery mechanism of the blind box of tickets needs to be more fair and transparent to avoid consumers feeling unfair or manipulated. Finally, the blind box of tickets needs to better protect the rights and interests of consumers and avoid the situation that consumers can't use it or it is difficult to use it.

Generally speaking, this kind of ticket blind box activity actually has the characteristics of typical marketing means, whether from its propaganda language or the operation mode of the activity. Through exaggeration and careful design, it has achieved good results in attracting attention and image publicity, but the real value and welfare brought to users are not high. This marketing model in the name of welfare will only cause unnecessary expectations and disappointments of users, which is not a benign model.

If the e-commerce platform really wants to give users welfare feedback, it can be achieved by other means, instead of designing such a blind box activity with high difficulty and low probability. The negative impact of this marketing method, perhaps, far exceeds the so-called advertising effect, which is worth pondering by all platforms. Sincere interaction and substantive feedback are the cornerstones of building a long-term trust relationship. ?