Reporter | Wei Xianghui
Edit | Zan Huifang
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Sold out, the original price of 219 yuan Lingna Belle plush doll resale directly rose to 2488 yuan, difficult to buy and second-hand high price, Disney's new "female star" Lingna Belle once again proved her own value.
On December 10, Shanghai Disney Resort announced that the "2021 Duffy and Friends Christmas Series Merchandise" and "Regular Lingna Belle Plush Toys", which were originally postponed, will be reserved for 20:00 on December 12. Among them, the three products "regular Lingna Belle plush toys", "2021 Christmas series Lingna Belle plush toys" and "2021 Christmas series Lingna Belle plush toy key rings" are sold online reservation + offline purchase, and "the number of seasonal goods is limited, while stocks last." ”
According to the regulations, only successful customers can make offline purchases at the Disney World Store in Disneytown. Offline purchases are made from 8:00 to 20:00 on December 17 and 18, and from 8:00 to 19:00 on December 19 and 20. Visitors who have successfully made a reservation must go to the site to make an offline purchase according to the date and time period confirmed at the time of booking. Appointments are non-transferable, non-reschedulable and non-cancellable.
However, after the reservation channel opened at 8 p.m. on December 12, a large number of consumers found that the reservation page could not be swiped out. "Disney" and "Disney Reservations" both rushed to Weibo hot searches, and many consumers "discussed" in the official Weibo comment area of Shanghai Disney Resort and Duffy Friends. Some netizens left a message, "Buying a doll is similar to a rocking room, and I don't feel like Disney anymore." ”
What causes consumer dissatisfaction is that in addition to the official reservation channels are not smooth, there is also the rampant scalper purchasing market.
Lingna Belle dolls have been almost sold out since the date of sale, and on the e-commerce platform, the price of Lingna Belle peripheral products has basically doubled on the basis of the original price. A Lingna Belle plush doll originally priced at 219 yuan was listed at 2488 yuan in a Taobao store, almost 11 times the original price. Regarding the price of the Christmas series, the Taobao shop owner told Interface News: "After getting the goods, look at the average market price. ”
On the object, Interface News retrieved that the pre-sale price of the 2021 Christmas series Lingna Belle plush toy key ring was 1429 yuan. Some netizens shared in the Little Red Book that they had made an appointment to lingna belle to buy qualifications, and a large number of high-priced buyers appeared in the comment area. On the second-hand commodity trading platform idle fish, many consumers who have made reservations have related goods in the name of individual customers, among them, the price of the Christmas pendant is 1400 yuan, the price of the regular doll is 1100 yuan, and some netizens even called the quotation of a full set of 6 products to 7000 yuan.
At about 9:00 p.m. on the evening of the reservation open day, the official Weibo of "Duffy Friends You" responded: "Due to the huge instantaneous access volume of the 'designated goods reservation in advance' channel, some tourists may have a white screen and other conditions in the access interface, but the reservation system as a whole is running smoothly, and all the places have been booked so far." ”
Regarding the replenishment, "Duffy Friend You" only means that it will continue to replenish the regular Lingna Belle plush toys.
The "Duffy's Friends" series, to which Ling Na Belle belongs, has always been called Disney's "circle money group" by netizens. The Duffy family first caught fire from Tokyo DisneySea in 2005. According to Previous Reports by Japanese media, in 2005, Tokyo Disneyland's per capita consumption reached a 20-year low of 9,178 yen (about 514.7 yuan), and after 5 years it recovered to more than 10,000 yen (about 560.8 yuan), and the per capita consumption of Star Dew in 2017 soared to 11,614 yen (about 651.3 yuan).
Image source: Shanghai Disney Resort WeChat public account
Unlike Disney's other IPs, the "Duffy's Friends" series is not supported by rich film and television works such as Mickey Mouse and Donald Duck, and the members of the series only have simple IP character introductions. When Shanghai Disney Resort announced the launch of Lingna Belle on September 17 this year, it was officially described as a curious, adventurous little fox with a wealth of natural knowledge. Such a persona coupled with a cute appearance, a background that leaves people with room for imagination although there is no specific story, coupled with Disney's diversified product shaping ability, has made Lingna Belle gain a large number of fans since its launch.
In the view of Yan Chao, an analyst in the NPD toy industry, the popularity of Lingna Belle is Disney's attempt to create a new type of IP creation model, that is, in the absence of content output, using the combination of "high value", "social media" and "scarcity" to create IP.
This kind of play that relies on marketing to gain heat without the support of the work also makes Ling Na Belle more like a traffic star. Fans have never been resistant to the peripheral products of traffic stars.
In fact, Lingna Bell peripheral products were not easy to buy at the beginning of the market. Its series of products has set a purchase restriction policy from the time of the first release of the regular model, and usually, Disney does not limit the purchase of its regular products, and the holiday limited edition will be limited because of the limited number of sales.
Soon, scalpers, who have always had a keen sense of smell, also flocked to it. According to the self-media "deep burning" report, not only the best-selling S model Lingna Belle from the original price of 219 yuan to more than 500 yuan, other peripherals such as the original price of 359 yuan backpack, 369 yuan of large face bag, 99 yuan pendant are also sold to about 500 yuan, scalper selling a single product profit between 2-6 times. Scalpers who grabbed Lingna Belle also introduced distribution regulations similar to Hermès. On Idle Fish, several sellers state on the details page that they need to match 1 or 2 items to sell.
Counterfeiters also see an opportunity, with consumers online responding to having bought imitations. Some Taobao stores even sell real and fake Lingna Bell peripheral products at the same time, but the price difference is hundreds of yuan.
Nowadays, enthusiasts around Lingna Bell have also summed up a set of experiences, carefully distinguishing the details of laser anti-counterfeiting labels, head flowers, cloth labels, but also to maintain vigilance against merchants shipping from Yiwu, Jinhua, yangzhou.
Interface news from the salted fish to see, many users have released a successful appointment of Lingna Bell designated goods screenshots, almost all sellers are selling the upcoming goods at a premium, many of them do not give a clear price to the goods, put forward the point of interest "I want" private chat communication is large. For these sellers and potential buyers, a game of price has only just begun.