“盲盒”用英语怎么说？为啥这么火？

中国日报网 2020-12-22 10:37

随着泡泡玛特在港交所上市，“盲盒”这个词再一次成为热议的话题。

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

参考来源：新华网、BBC

（中国日报网英语点津 Helen）