Exploration into the Development Status and Popularization Reasons of Online Live Streaming of Niche Content: Blind Box Live Streaming as an Example

With the development of the internet, the retail industry has undergone earth shaking changes. Various new retail methods have emerged, as well as new best-selling products. Since 2022, blind box live streaming in the gaming industry has been thriving and gaining popularity among young people. This study aims to analyse the key factors for the success of the gaming blind box live streaming industry, with a focus on exploring how fast-moving consumer goods can achieve commercial success through live interaction, fun games, and utilizing consumer mentality. Firstly, the sales form of live streaming interaction enhances the connection between consumers and hosts, promotes consumer stickiness, and further forms a fan economy. In addition, blind box products take advantage of young people's pursuit of excitement and unknown psychology, further promoting consumption. Ultimately, this study suggests that the success of the gaming blind box live streaming industry depends not only on the popularity of social media, but also on its control and utilization of consumer psychology.