On the evening of the 12th, Lingna Belle three products
Making an online reservation to buy has sparked a hot discussion
(Detailed report)
Now, #玲娜贝儿玩偶价格太离谱 #
The topic rushed to the top of the hot search
"Chuansha Daji" really can do things!
Disney responded
[Question 1]
On the evening of the 12th, the online reservation system "collapsed"
Was Disney deliberately "starving marketing"?
[Response 1]
The appointment screen continues to appear on the screen
Deny the "hunger marketing" question
On the evening of the 12th, after the reservation of Lingna Belle's three products was opened, many tourists visited the interface with a white screen and could not make an appointment date. In this regard, the reporter learned that after the reservation was opened that night, the reservation channel had a huge instantaneous visit, and the reservation page was blocked for a short time, resulting in many tourists continuing to appear white screens and other conditions in the access interface. However, the reservation system itself is not interrupted, and reservations are accepted from 8:00 p.m. that night, after which all reservations are completed.
Because there is no reservation to purchase a quota offline, there have been various speculations and doubts on the Internet. One of them is to question why Disney has such a long replenishment time and limited replenishment quantities, and many people have bluntly said, "Disney is engaged in 'hunger marketing'!" ”
Shanghai Disney Resort apologized for the first replenishment of the failure to meet the purchase needs of most tourists and fans, while also saying that it would never create any hunger marketing, "The current shortage of supply is caused by production bottlenecks under the influence of huge demand in the short term and the impact of the epidemic." ”
According to reports, the regular Lingna Belle plush toys are regular goods, Disney will continue to replenish in the next few months and continue to increase the number of replenishment, hoping to provide more tourists with favorite goods as soon as possible. Affected by the epidemic and other factors, Lingna Belle's replenishment time and quantity have been delayed and reduced compared with normal circumstances.
[Question 2]
The release date has been repeatedly changed
[Response 2]
Changes in the way products are sold
It is the need for epidemic prevention and control
Recently, the sales methods and sales times of Ling na Belle and "2021 Duffy and Friends Christmas Series Goods" have changed repeatedly, causing dissatisfaction and questioning among netizens.
In this regard, Shanghai Disney Resort said that they also understand the sincere love of tourists and fans for Lingna Bell and Duffy and friends, as well as the huge demand for related goods, before the first batch of replenishment, it has always communicated closely with relevant government departments, carefully formulated and continuously optimized the sale plan, not only in line with the guidance of epidemic prevention and control, but also to follow the principles of fairness and prudence to provide tourists with purchase opportunities.
[Question 3]
I bought tickets for the Lingna Belle neighborhood
But you have rescheduled, what about the tickets?
[Response 3]
Rescheduled, cancelled or refundable
In a notice issued on December 10, Shanghai Disney Resort said that for other products in the "2021 Duffy and Friends Christmas Series" except Lingna Belle, it will follow the usual seasonal product sales method, and from December 14, 2021, during the normal operating hours of Disney town and Shanghai Disneyland, it will be sold offline at the Disney World Store in Disney Town, Sweets Candy in Shanghai Disneyland and Tribal Abundance Hall, with a limit of two per item. Seasonal items are limited and stocks last.
After the announcement was issued, many tourists purchased tickets and early access cards for the park on December 14. However, on the afternoon of December 12, Shanghai Disneyland once again issued a notice, saying that according to the latest guidance of relevant departments on epidemic prevention and control measures, it will once again postpone the sale plan of "2021 Duffy and Friends Christmas Series Products" in addition to Lingna Belle theme products, and the plan will also adopt the method of online reservation + offline purchase in advance, canceling the sale from December 14.
For park tickets, early access cards and early access cards redeemed with annual passes, Shanghai Disney Resort said that they can contact the original channels to reschedule, cancel or refund.
Shanghai Disney also responded to the Municipal Consumer Protection Commission
You know, Lingna Belle doesn't even have a cartoon
This female star without works
How can Ho Tak become a top stream?
Some people think: Ling Na Belle's popularity is a multi-pronged one
Spontaneous, guided, out of the circle, media amplified
Spread the results of the movement in all directions
The active enthusiasm of consumers + the momentum of public relations activities is the first wave, the recommendation of a large number of small Internet celebrities and KOLs is the second wave, and the third wave that triggers self-media attention and writing and then triggers authoritative media reports is the third wave. The three waves of advance were able to rapidly move and transmutate in more than two months under favorable circumstances in terms of favorable time and place.
The following figure is the dissemination of various self-media and talents on the short video platform. Which of these are officially promoted and which are spontaneously "tap water", have been integrated-
Some people think:
This is the conspiracy marketing of the entire IP industry chain
In order to cut the vermicelli "leeks"
Jiang Haofeng, a veteran media person, commentator and chief writer of Xinmin Weekly, believes that Lingna Belle can become a scarce resource for young people at present, and it has become like a top domestic star. Lingna Belle is a replicable image, and it is reasonable to say that it should not become a scarce resource. But The fact that Lingna Belle's brand owners are able to operate it as a scarce resource undoubtedly shows that Disney is indeed a master of cultural marketing.
I have to say that when Ling Na Belle 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 Belle "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.
The enthusiasm of fans to buy
It also makes the purchasing scalpers smell the wind
The market has regarded Ling na Belle as a "wealth management product"
The original price of 219 yuan is a doll
It was fried by scalpers to more than 2,000 yuan
Nearly 10 times premium!
Search for keywords such as "Lingna Belle" on a second-hand platform to see that there are sellers who introduce that lingna belle regular price increase is 1800 yuan / only, Christmas model is increased by 3100 yuan / only, and even pendants have to be increased by 1500 yuan / only to get.
There are also scalpers directly at a price
Shouted out a full set of 10,000 yuan "sky-high price"
Some people think that the price of scalpers is simply outrageous
Looking at the price, I thought it was a giant doll, and the height of the result was written: 11-30cm... Is this serious?
Some netizens explained that behind this should be a large number of professional speculators, who have formed a mature cargo-grabbing routine and accumulated a stable customer base. They will go to speculate on all products that have scarcity and topicality, joint market making, only to make the first wave, and bet that there are enough people to take over.
It's really like an idol routine with only traffic and no works.
Some people think it's understandable:
Veteran enthusiasts are willing to pay a premium for their spending habits
Dr. Du Jiayi, who has worked at Shanghai Disneyland for two years, believes that young people have become accustomed to buying their favorite products at the fastest speed through purchasing agents, and they also have the ability to pay. Moreover, at present, Ling na Belle is only sold in the Shanghai Disney World store, so for many foreign tourists who cannot come to Shanghai for the time being, purchasing is also the most convenient way to buy.
As far as I know, some of my students also buy Disney peripheral products through daigou, especially some senior Disney fans have the habit of collecting peripheral products, and they are willing to pay a premium for their consumption habits.
Do you like Lingna Belle?
How much are you willing to spend on this little doll?
This article is synthesized from: Shangguan News, Morning News, Shanghai Municipal Consumer Protection Commission, etc
Related authors: Chen Gray, Yu Wenyan, Yan Shanshan
WeChat Editor: Tynie
Proofreader: Jia Simin