Wuliangye World Cup co-branded blind box sold for up to 20,000 yuan.

Recently, the cross-border World Cup collaboration blind box launched by Wuliangye has attracted attention. A reporter from First Financial visited the store and found that the "hidden styles" in this blind box are extremely scarce. According to the staff, consumers need to buy a whole box, and with a threshold of "only five boxes out of a hundred", some individual styles are approaching the sky-high price of 20,000 yuan. This "hard to find a bottle" phenomenon has also ignited the secondary market. The reporter saw on idle platforms that the prices of these collaborative hidden styles have generally reached 2 to 3 times the original price, with some extremely scarce styles soaring by over 20 times. Why are traditional liquor companies playing "high-end blind boxes"? Experts believe that Wuliangye's move aims to precisely reach the heavy audience, attract the attention of young consumers by leveraging the popularity of the World Cup, and then take over the sales of liquor in the third quarter. The logic of cross-border collaboration is sound, but behind the high premium, the key test remains whether the company's investment output is reasonable and how to maintain long-term effective conversion after the game.