以前在北京上班，经常和一位女同事一起去食堂吃饭，自助餐形式，挑几样喜欢吃的菜，不同的是，我 主食是盛米饭，她则是拿一个馒头。有一次我问她，你为啥不吃米饭？ 我以为她会说不喜欢吃米饭，习惯了吃馒头，因为她是北方人之类的话。但她说，馒头我吃一个刚刚 好，吃米饭我不知道应该吃多少合适。 初一听有点诧异，细想一下觉得很有道理，也很有意思。在我琢磨消费者行为的时候，经常会想起她这 句话。人的行为习惯很微妙，但有时候一些微妙的心理却有巨大的力量。 而这个感受以前我从来没有体会，因为我个人没有口味限制，我走遍大江南北，基本什么地方的口味都 是自来熟，我想当然地认为别人都和我一样，后来才发现，我这种人是极少数。很多人甚至一辈子也适 应不了自己习惯之外的其他口味，人的口味和思想一样，具有很强的封闭性。 可乐是一个神奇的存在，无论民族国界，无论男女老少，几乎全世界的大多数人都喜欢喝。可乐不需要 你的味觉去习惯它，当可乐走进一个新的国家，那里的人第一次喝可乐，马上就会觉得好喝。可乐也没 有味觉记忆，无论你喝了多少年，每次喝都和第一次喝的感觉一样。我很喜欢喝饮料，什么口味都会去 尝试，但我想不出来有什么饮料能有可乐这样的口味广泛适应 ...

Core Insights - Wang Ning's entrepreneurial journey is remarkable, transforming from a graduate of a third-tier university to the richest person in Henan with a net worth of 140 billion yuan by 2025 [1][3] - The rise of the blind box culture, led by Pop Mart, is causing significant concern among parents, as it has become a source of financial strain for many families [1][7] Group 1: Wang Ning's Success - Wang Ning demonstrated keen business acumen early on, earning his first significant income by selling military training photos to new students in 2005 [3] - His ventures included "Grid Street" and introducing capsule toy machines, which were profitable, but he strategically sold his businesses at their peak [3][5] - Despite facing setbacks, such as a 20 million yuan loss from a store in Beijing, his resilience and market insight have been pivotal to his success [5] Group 2: Blind Box Culture - The blind box products, such as the zodiac series priced at 59 yuan, are designed to stimulate consumer desire through scarcity and collection incentives [7] - The primary audience for blind boxes is young students, who are drawn to the novelty and have a strong urge to collect, leading to a widespread phenomenon in schools [7][9] - Parents express frustration over the financial impact of blind boxes, with children spending their allowances in pursuit of rare items, leading to a culture of comparison among peers [9] Group 3: Psychological Mechanisms - The appeal of blind boxes is linked to a "variable reward mechanism," similar to gambling, which can lead to addictive behaviors, particularly among adolescents [9][11] - Students often prioritize blind box purchases over other toys, driven by the excitement of uncertainty and the desire for hidden items [11] - Addressing the issue requires understanding the psychological factors at play, encouraging financial literacy, and guiding students towards healthier consumption habits rather than outright bans [13]