Luxury blind boxes: China customs auctions reveal brand hype

What happened A recent customs auction of Disney merchandise went viral after a lot fetched an unexpected 280,480 RMB (approximately $38,700), drawing widespread attention online. In China, customs auctions are government-run sales of confiscated or unclaimed goods. These “forfeited goods” may include smuggled items, unclaimed imports, or products seized due to regulatory violations. Luxury items, skincare products, clothing, watches, and collectibles frequently appear in these lots. Typically organized by local customs authorities in partnership with licensed auction houses, these sales are increasingly taking place on online platforms like JD Auctions or Taobao Judicial Auctions. With low entry barriers, they attract bargain hunters looking for deals — or surprises. The Disney keychain phenomenon The now-viral Disney auction, listed on JD Auctions on April 24, featured 735 forfeited Disney-themed items seized by Chinese customs. The lot included 16 keychains, 34 headbands, 32 hair accessories, and 653 plush toys, with bidding starting at 32,480 RMB ($4,500) and requiring a 7,000 RMB ($970) participation deposit. During the auction, a user claiming to be the original owner posted on social media that the lot contained 271 “Green LinaBell” keychains, popularly known as “Strawberry Bell.” What is ‘Strawberry Bell’? LinaBell’s viral rise For context, LinaBell debuted on September 29, 2021, introduced first by Shanghai Disney Resort. She is a new character in the “Duffy and Friends” series, created for the Chinese market. According to her official character profile, LinaBell is a clever little fox who likes solving mysteries. Her name combines “Bell,” referring to the bell she wears, with “Lina,” which conveys a sense of grace and intelligence. On the day of her launch, LinaBell-themed merchandise at Shanghai Disney sold out almost instantly. She quickly became one of the most popular members of the Duffy family, sparking a wave of “LinaBell fever.” Currently, a single new “Strawberry Bell” keychain can sell for over 1,000 RMB ($140) on secondhand platforms. That means the 271 in the lot could have been worth more than 270,000 RMB ($37,000), a rumor that drove interest to fever pitch. According to the listing page, the auction attracted 139 registered bidders, 2,119 followers, and over 63,000 page views. After 60 rounds of intense bidding, the lot sold for 280,480 RMB (approximately $38,700). The Jing Take Once the auction concluded, the buyer discovered that the plush was, in fact, another character from the same product line: Gelatoni, whose market value is only a fraction, about one-tenth, of LinaBell’s. Despite their similar appearance, the two characters differ significantly in both collectibility and resale value. Customs auctions in China operate under a strict “as-is” policy, with explicit disclaimers that auctioneers are not responsible for product authenticity or condition. Buyers must rely solely on listing descriptions, as physical inspection is not allowed. In this sense, customs auctions resemble a kind of “blind box” consumption — chance plays a role, and buyers bear the consequences if expectations aren’t met. Beyond viral characters like “LinaBell,” a growing number of young and middle-class consumers have begun turning their attention to “luxury blind boxes” at customs auctions. In December 2022, a Xiaohongshu user named @Bella in Beijing (@Bella 在北京) posted a video, revealing that she had spent 280,000 RMB (around $39,000) on seven mystery boxes from a customs auction. She noted that she couldn’t preview the items before bidding, only that the lot included 68 pieces of clothing and 59 handbags. In the video, Bella unboxes the contents of her “mystery lots,” revealing items from Burberry, including clothing and handbags, alongside pieces from Gucci, Versace, and Louis Vuitton. While she expressed satisfaction with some of the handbags, many of the clothing items turned out to be in the wrong size. The video quickly sparked widespread discussion, with numerous commenters questioning the authenticity of the goods. What customs auctions reveal about consumer behavior Despite the risks, customs auctions are growing in popularity among young Chinese consumers. For them, this form of shopping is not only about bargain hunting, but about accessing luxury through alternative channels — a blend of price distortion, emotional thrill, and the rush of participation. At the same time, these auctions have become an unexpected market litmus test for brands. Unlike conventional data points or curated campaigns, the visibility and resale performance of items in this space provide a raw reflection of real consumer interest and product desirability. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

China’s customs auctions: The new luxury hype barometer?

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China’s customs auctions: The new luxury hype barometer?