December 12 is double twelve, this evening at 8 p.m. is the netizens jokingly called "Chuansha Daji" Lingna Belle three peripheral goods online booking time, however, due to the popularity is too strong, the online reservation system was once squeezed "collapse". On second-hand platforms, many consumers offer high prices to buy. That night, "Disney" and "Disney Reservation" both rushed to the hot search.
So, why is Lingna Belle so hot? What do you think of the consumption behavior of young people snapping up Ling na Belle? What's behind The Lingna Belle IP? At the same time, The Shanghai Parlor invited jiang Haofeng, a senior media personality, Chen Mengjie, a young artist and curator, Shu Xiaocheng, chief reporter of the morning news, Bao Bao, a kindergarten teacher in Shanghai, and many other guests and public representatives to discuss this topic and share their personal views.
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Morning video program
Jiang Haofeng: Senior media personality, commentator, and chief writer of Xinmin Weekly
Lingna Bell can become a scarce resource for today's young people, and it is like a top star in China to sell to red and purple. You know, whether it is the various stars of the past era or the top stars of today, they are all living people. The celebrities of the show business world have their own real skills, and today's traffic stars, even if they have a beautiful or handsome face, are scarce resources.
Lingna Belle has become a scarce resource for today's young people (infographic)
And Lingna Bell is a replicable image, which should not be a scarce resource. But the fact that Linga Bell's brand owners are able to operate it as a scarce resource undoubtedly shows that Disney is indeed a master of cultural marketing.
But it also has to be said that when Ling Na Bell became a super IP, it was also a time to harvest the dividends brought by the fan economy, and it itself became a super "leek" of many hype conspirators in the entire IP industry chain.
But I was thinking about a question, can Lingna Bell "sell long and red"? It depends on Disney's next show of power. I personally feel that "Chuansha Daji" may have a future, and the key lies in how the designers make up stories later to further thicken their cultural content.
Chen Mengjie: Young artist, curator, graduated from the Sculpture Department of Shanghai University Academy of Fine Arts, artistic director of Volatile Art Center
In fact, Ling Na Belle is just a female classmate with no story. Almost all of Disney's characters have a full-plot story, and Duffy and his friends don't have a special cartoon, so at first I didn't know these "mascots" in particular until the overwhelming coverage and marketing on social media, I didn't know about them. From the beginning of the star Dew to the current Lingna Belle, these plush toy female stars are just like other paper people idols, cute and perfect "deified" projection.
The image of Lingna Belle is an innocent pink and blue-eyed fox (infographic)
Of course, the charm of successful IP is not only in its backstory, but also in the image (persona). Lingna Belle is portrayed as an innocent pink-blue-eyed fox (see pictured above). At first I saw Ling Na Belle, I didn't think there was anything cute, with the emoji short video small peripheral female star with goods Net red imitation makeup and a series of operations, I actually began to feel good. The herd effect struck instantaneously, and the ability to maintain independent thinking was almost lost under the torrent of the network.
In this short video era, she originally had no story background and had an audience. The interactive short videos taken by the tourists became her story, and it was written with the audience, which I think is the biggest selling point. Ling Na Belle was named "Chuansha Daji" by Shanghai fans, as the sales champion of the airborne landing, this time has robbed the entire Disney universe of the limelight. However, the negative news about her has slowly increased recently, from the decline in service quality not catering to consumers, to the limited number of explosions in the surrounding area and being hyped up by scalpers at sky-high prices.
There's nothing wrong with liking cute images, but it takes rational thought, after all, she's just an image created by Disney to make money, just a cartoon doll.
Although the joy she brings is true, the economic benefits and topic controversies she brings are even more real.
Shu Xiaocheng: Chief reporter of the Morning News
Since its debut on September 28, Duffy's new friend, Lingna Belle the Pink Fox, has become a well-deserved traffic password for Shanghai Disneyland. Since that day, many people in my WeChat circle of friends have their avatars become Ling Na Belle, and having a small fox has also become the capital of the circle of friends to "show off".
I have a female friend who takes her Belle to the park in "mother-daughter clothes", and tourists ask all the way: Where did you buy this? Can you still buy it? This greatly satisfied her various needs, and in order to buy dolls and interact with her for photos, everyone seemed to have become extra patient, and long queues in the wind and sun became the norm, even surpassing the king of the shanghai Disneyland queue: leaping over the horizon. Many people can't understand: Isn't this just a fake doll? Yes, she's just a doll, but in the Disney world, she's Lingna Belle, an adventurous little fox who likes to solve puzzles, and a good companion for Duffy. Many people are obsessed with her beauty, intoxicated by her interaction with tourists, and her every move can make fans scream for it......... In this way, she is a real "female star", and she is the top kind.
The pre-sale that started at 20:00 on December 12, I also started to prepare for the rush 10 minutes in advance, but unfortunately, until 20:30, I couldn't even brush out the booking page, looking at the white screen, I was full of mixed feelings, there was a hint of loss, but I didn't feel pity. When I saw people on the Internet scolding "technology cows" and unfair sales policies, I even began to feel a little ironic.
Everything about Lingna Belle is too rushed, and before everyone can figure out what kind of character Lingna Belle's core is, everything has already happened. When the Internet was arbitrarily discussing how to distinguish between three different Lingna Belle of "piles", "cropped pants" and "seven-point pants", guessing their wages, the video of Lingna Belle's indifference to tourists celebrating their birthdays, and the small dolls that were fried to more than 2,000 yuan, all of this was "magical" for a while. To tell the truth, I also like the little fox, but it makes my heart more painful to see these news than the pre-sale that I did not grab.
It's time to slow down and think about it – should such hunger marketing and impulse consumption continue? When will it be possible to rest? After all, this is the fairy tale world in most people's hearts, not the paradise of one person.
Bao Bao: A kindergarten teacher in Shanghai, likes Disney peripheral products such as Ling na Belle
That day, a little boy in the class told me that my sister had bought a rabbit, which I thought was a real rabbit. As a result, the little boy told me that the rabbit had a name, sin-da-lu. I asked the question mark for a while, and finally reacted that he was talking about Star Dew, so I found a picture of Star Dew in the computer and asked him if it was this rabbit. Unexpectedly, just opened the picture, attracted a group of girls to watch and a variety of star eyes:
Wow, that's so cute! It's so pretty! I like it so much!
Change into a Chinese-style costume and transform into the "Jade Rabbit" of Xing Dai Lu (data map)
When Lingna Belle appeared on the computer screen, the girls screamed uncontrollably. Such a scene was something I never expected. Another child secretly told me that she had taken a picture with Lingna Belle, and there was already Lingna Belle's doll at home. Hahaha, it turns out that the degree of liking for cute things really does not matter the age, as long as it is happy!
We interviewed some visitors at the Shanghai Disney Store today (see the video at the top of this article), but most of the respondents said that they did not grab Lingna belle on the night of December 12, but some respondents still said that they would continue to pay attention to and buy Lingna belle's peripheral products.
Dear readers, is Nong himself happy about Lingna Belle? Feel free to share your views with us in your comments.
Source: Thoughtful Shanghai