Why can Disney make people crazy about a doll

Why can Disney make people crazy about a doll? A plush doll that can't talk or move, with an original price of 219 yuan, can be sold for 1999 yuan by changing hands, with an increase of 811%. Why can Disney make people crazy about a doll? Why can Disney make people crazy about a doll? 1

Disney is on the hot search again.

In order to buy dolls, thousands of people lined up all night in the freezing winter. Some parents took their children, some fell down in the running, some couldn't buy them and cried on the spot, some queued up until they urinated, and it was hard to find a Christmas limited price ...

You can't imagine that these scenes took place in Disney, the so-called "happiest place in the world", which made people crazy for countless times with a doll.

More than 5,111 people queued to buy dolls in the early morning

Disney apologized

On the evening of 29th, Shanghai Disney Resort apologized to the public for the event.

The official said that this year's 2121 Duffy and friends Christmas series sales activities have ended. I'm very sorry that we can't meet the needs of all tourists. We will continue to improve and optimize, and strive to bring you more joy and better experience.

In the comment area, some netizens questioned that these people volunteered to queue up and no one forced them to go. Why should Disney apologize? Others asked, is Disney really apologizing?

Time goes back to the day before, which is a lucky "missing day" for all Disney fans, because in the scalper rampant purchasing market, they need to spend thousands of yuan to buy their favorite toy dolls, and this day they will probably buy them at the original price, but the price for this is to queue up in the cold winter.

On February 28th, Shanghai Disney Resort official micro @ Duffy Friends sent you a message to Weibo, saying that the online booking+offline purchase of "2121 Duffy and Friends Christmas Series Products" had ended. After two days of offline purchase, some goods are still in stock and will be sold in Shanghai Disneyland from February 29, 2121.

So, there was the "magic" scene at the beginning. In order to buy surplus goods such as Stardew plush toys, Duffy, Shirley Mei and Stardew plush toy key rings, in the early winter of February 29th, tourists queued up outside Disney, and the number of fans in the queue once reached more than 5,111. It is worth noting that the temperature in Shanghai at 3 am that night was as low as zero.

At one time, the videos of tourists queuing were all over the network. "Is it necessary? This is not an IQ tax? Everyone is too full! What is this thing to grab? " Many people don't understand why fans work so hard for a doll.

A set of dolls is fried to nearly 11,111 yuan

Is it really an IQ tax?

you laugh at them for being stupid and they laugh at you for being poor.

On the afternoon of February 29th, Duffy's Christmas limited edition dolls were sent to a second-hand platform, and the highest price was nearly 11,111 yuan, which was three times higher than the selling price of about 2,151 yuan.

As the saying goes, you can't afford to get up early without profit. The high commodity premium makes Daigou and scalpers queue up for eight hours in the middle of the winter night, and they also have to cut a sum of fans' leeks.

The doll originally designed by Disney to protect the children's hearts of fans has now become a money-making machine for scalpers to test the IQ tax of fans.

For this reason, Disney's sales policy has been criticized by many fans. It is worth noting that this is not the first time that Disney has caused controversy because of "hunger marketing".

as early as the first half of this month, Disney's "top star" Ling Nabel opened the booking channel for three products: regular Ling Nabel plush toys, 2121 Christmas series Ling Nabel plush toys and 2121 Christmas series Ling Nabel plush toy key ring.

According to the rules announced by Disney in advance, these three products are sold by online reservation+offline purchase, so as long as the tourists make a successful reservation, they can be guaranteed to buy them.

however, on the evening of February 2nd, when the fans made an appointment on time, they found that they couldn't brush the page for a long time, and when they opened the page, it showed that all the appointments were full.

What makes fans even more angry is that the next day, the Christmas dolls of Lingnabel appeared on the second-hand platform at a high price, which was several times higher than the original price.

Although Disney promised to increase the replenishment of products related to Lingnabel afterwards. But this still can't calm the fans' anger.

who is paying for the Disney routine?

As one of Disney's new IP "Duffy and His Friends", Ling Nabel was born on September 29th, and as this image was dominated by designers in China, Ling Nabel made her debut in Shanghai Disneyland.

For domestic netizens, there is no need to say how hot Ling Nabel is, and you can almost see the hot search of this pink fox on Weibo.

According to incomplete statistics, in the last three months, there were more than 111 hot searches related to "Lingnabeier" on the whole platform.

Disney has always been a content-driven IP linkage mode. From Donald Duck Mickey Mouse to later Dumbo the Lion King, and then to Princess Aisha in recent two years, every animated IP has at least one movie to tell his story. But Ling Nabel is different. She is a figure created by Disney out of thin air, not only Ling Nabel, but also the whole series of "Duffy and His Friends" is a cartoon IP, without the support of corresponding film and television works.

but why can the peripheral products of such a family IP without the support of background works become Disney's top-notch "circle of money"?

In addition to the design factors of the characters themselves, the key lies in Disney playing the "scarcity" card.

The value of a commodity depends on its scarcity. A commodity that is in short supply cannot meet the needs of market consumption, which will inevitably lead to an increase in price. At the same time, when the price of a commodity doubles several times, its topicality and brand value naturally come.

for an IP without stories, the scarcity created by hunger marketing may be the best publicity strategy for Lingnabel. It is worth noting that compared with the traditional way of IP, Lingnabel has lower content production cost. And those fans who spend sky-high prices to buy dolls from scalpers have become the buyers under the marketing routine.

The success of Lingnabeier shows the outside world that this company, which used to be good at "telling stories", is not inferior in "marketing" now.

From Lingnabel to the series of Philippine friends, people began to question Disney's "hunger marketing" strategy. Until recently, there were more and more such voices, and fans who didn't grab the dolls gradually stood on the opposite side of Disney. But it doesn't matter, because the bubble under capital marketing will burst sooner or later, and they will shape the next bubble. Why Disney can make people crazy about a doll 2

A plush doll that can't talk or move, the original price is 219 yuan, and it can be sold for 1999 yuan when it is changed hands, with an increase of 811%!

What kind of doll has such a "money" ability? The answer is Shanghai Disneyland's Linabelle, which was launched in September 2121. Unlike Snow White, Mickey Mouse and other big IPs, Lingnabel doesn't have any film and television dramas, but it really became the "top stream" of the consumer market three months after its birth. According to reports, on the day of the sale, more than 5,111 people lined up against the cold wind at 3 am, and some people suspected that they could not cry because they could not buy it. Some netizens said with emotion, "I don't understand it, but I am greatly shocked." "For a doll, as for it?"

sharing by netizens in the APP. (Photo courtesy of the reporter)

Before answering this question, let's look at some related phenomena: on the life community APP where young people gather, every note that exposes Ling Nabel will attract a lot of envious praise; On the second-hand trading website, Lingnabeier was marked for sale at a high price, and the highest price was 11,111 yuan; At the same time, some people accuse the "yellow cattle" of disrupting the market and call on everyone not to buy; There are also a large number of posts exposing fakes and posts recommending the purchase of "Pingti", each of which has a good click volume.

the selling price on the second-hand trading website. (Photo courtesy of the reporter)

Combined with these details, the popularity of Lingnabel is not only driven by natural traffic, but also by people. First of all, it reflects the consumption concept of a considerable number of young people, and is switching from pursuing cost performance to preferring "heart-price ratio". Baidu index shows that the vast majority of fans of Lingnabel are young people around the age of 31. In the eyes of these consumers, a product should not only meet the functional needs, but also meet the emotional needs. As long as they think it is worth so much money, it is worth so much money.

driven by this force, the concept of social consumption is indeed changing. The older generation often said that "good-looking can't be eaten as a meal" and paid more attention to practical standards such as cheapness, multiple functions and solid materials. However, for some young consumers at present, cuteness, face value and circle identity are scarce resources, which are necessary "social currency" for walking a circle of friends, and can also be transformed into investable scarce goods. Recently, there is a word called "powder cow", which refers to those who buy one set because they like it, and then buy more sets and transfer them according to the "market price". This word embodies the functional value of trendy things, the emotional value of fans and the investment value of goods, and is the same annotation of the "banknote" ability of new consumer goods.

In recent years, Li Ning sneakers, Starbucks Cat Claw Cup and POP MART Blind Box have all been sought after for their functionality, emotion and assets. In foreign countries, every time some street brands are put on sale, they will trigger snapping up and secondary trading. Public reports show that the shoe trading website StockX was valued at $3.8 billion last year. It can be seen that there are some similarities in the consumption concepts of young people around the world.

It can be expected that other commodities will become popular along this route in the future, and Disney itself "copied" a number of dolls including Stardew and Lingnabel around the world, creating a Duffy family. Of course, there are many doorways to turn a new IP into a big star in a short time. One of the important reasons is to grasp the mentality of young people. Young people are the main force in the consumer market. If other brands can learn from one thing or two and find the right tipping point, they can also make consumers pay for the "heart-to-price ratio".

in the face of the explosion of some commodities, while advocating rational consumption of consumers and understanding that some people are willing to spend as hobbies, we should also pay attention to the fact that if there is a buyer behind the products that should be priced by the market and fluctuate with supply and demand, will it be self-directed and self-directed, using false transactions to drive up prices to lure buyers to take over? When the price shows signs of falling, are they left-handed and right-handed, conspiring to ask for the price? If this kind of phenomenon is suspicious, should the relevant trading platforms and regulatory authorities pay close attention to it and prepare for it in time? After all, with the increasingly obvious investment attributes of new consumer goods, the corresponding market order also needs to be improved and standardized. At the same time, all kinds of "cottage" versions should be rectified in time. Knowing that buying fakes infringes intellectual property rights, and knowing that selling fakes is suspected of breaking the law. "True love powder" should not be the object of cutting leeks, nor is it a reason for infringing intellectual property rights. At this point, sellers and "fans" should treat it rationally. Why Disney can make people crazy about a doll? 3

Round blue eyes, fluffy tail, unique pink plush fox ... As a brand-new IP image released by Shanghai Disneyland in September 2121, Ling Nabel melted countless people through precise marketing, which was loved by young people, and some even stood in line for hours just to take a photo with Ling He Nabel.

to what extent is Lingnabel popular today?

Even if you can't name her full name, you can still see her figure in WeChat emoticons, hot searches in Weibo and short videos.

Only three months after her birth, Lingnabel has won 111 hot searches. The topic entries about Lingnabel have been read more than 511 million times in Weibo, with 3.413 million discussions, and the price of Lingnabel's dolls has been speculated to thousands of dollars.

why is ling nabel so popular?

a doll that is too hot to buy and can't afford

At present, it seems not surprising that you can't buy a genuine plush toy of Lingnabel.

According to Disney's official explanation, Ling Nabel is a friend of Duffy, the original IP image, who got lost in the forest and met by chance.

The lovely image of Ling Nabel has been sought after by many young people.

On the evening of February 2, 2121, Shanghai Disneyland opened an online booking channel for three products of Lingnabel, including the 2121 Christmas series Lingnabel plush toys, key rings and regular plush toys.

according to the sales rules of Shanghai Disneyland, the purchase of these three products requires tourists to make online reservation and offline purchase. This means that only tourists who have made a successful reservation can make a purchase in the Disney store in Shanghai Disneyland town, and the offline purchase time is also limited.

However, it is still an exciting opportunity for tourists who love Ling Nabel, because as long as the reservation is successful, they can buy the genuine plush toys that Ling Nabel has been longing for for for a long time.

However, at 8: 11 pm on February 2, official website was crowded as soon as the appointment time arrived.

Under related topics such as "Disney Reservation" in Weibo, some netizens said that they could no longer choose the number of times to buy offline as soon as 8 pm; Some netizens said that it took 51 minutes to open the reservation page, but just after opening it, it showed that all the dates and sessions were full.

the above problems still exist in the online reservation channel when the offline purchase conditions are limited. As a result, netizens questioned whether Shanghai Disneyland carried out hunger marketing through the popularity of Lingnabel, and the Shanghai Consumer Protection Committee also inquired about Shanghai Disneyland.

In response, Shanghai Disneyland responded through the WeChat WeChat official account of Shanghai Consumer Protection Committee, saying that after the reservation was opened, the instantaneous access of the reservation channel was huge, and the reservation page was blocked for a short time, which caused many tourists' access interfaces to appear blank continuously, but the reservation system itself was not interrupted.

As for the reasons for the shortage of goods, Shanghai Disneyland said that Disney will continue to replenish goods in the next few months and continue to increase the quantity of replenishment due to the huge demand in the short term and the production bottleneck affected by factors such as epidemic situation.

In the case that the government can't buy it, many tourists who are still eager for Linnabel plush toys turn their eyes to Daigou.

Search for related keywords such as "Disney purchasing Lingnabel" on Taobao platform, and after opening the product details page, it is found that most of the three Lingnabel series products launched by Shanghai Disneyland are out of stock at present, and some of the remaining Lingnabel Christmas series key rings have been sold for 1888 yuan.

(Source: Taobao Platform)

A purchasing agent on Taobao said that the products of Lingnabeier series are currently