Top-notch Lingna Belle's value has doubled dozens of times overnight, when will hunger marketing end?
At 8:00 p.m. on December 12, Disney's "2021 Duffy and Friends Christmas Series Merchandise" and "Regular Lingna Belle Plush Toys" officially opened reservations, adopting the online reservation + offline purchase method, and the number of seasonal goods is limited, while stocks last. These include three of Disney's new top-notch Lingna Belle merchandise, namely "Regular Lingna Belle Plush Toys", "2021 Christmas Series Lingna Belle Plush Toys" and "2021 Christmas Series Lingna Belle Plush Toys Keyring".
According to the regulations, the above three Lingna Belle products can only be purchased offline by successful visitors to the Disney World Store in Disney Town, and there is a specific offline purchase time limit, and the reservation is non-transferable, non-reschedulable, and non-cancellable.
After the reservation began that night, Disney's official website collapsed, some fans said that they brushed for more than an hour, the reservation interface was still blank, and the topic of #Disney reservation rushed to Weibo hot search. About an hour after the appointment began, the official Weibo of "Duffy Friends You" responded: "Due to the huge instantaneous access volume of the 'designated goods advance reservation' channel, some tourists may have a white screen and other conditions on the access interface, but the reservation system as a whole is running smoothly, and all the places have been booked so far." ”
At the same time, some fans did grab the reservation qualification, but there are also scalpers who have grabbed the reservation qualification have begun to hang high prices on the second-hand resale platform, and even began to auction, Christmas dolls and pendants A set of 3500 yuan free shipping, a single doll 2300 yuan. On the Taobao e-commerce platform, Lingna Belle plush dolls are priced at 2488 yuan.
Screenshot of Taobao purchasing
You know, through Disney's official reservation channels, the price of this Lingna Belle plush doll is 219 yuan, and the price of the transfer has increased by more than 10 times, which is staggering.
In the view of practitioners, usually the official choice of time-limited, limited-quantity, limited-purchase and sale of hunger marketing, stimulating consumers' desire to buy, but also to a certain extent for scalpers to "create" the living soil, hunger marketing from a short-term point of view, although profitable, but excessive use is also easy to cause regurgitation.
In this regard, Shanghai Disney responded to the inquiry of the Shanghai Municipal Consumer Protection Commission: as one of the regular goods, Lingna Belle plush toys will continue to be replenished, but due to the recent epidemic and other reasons, the replenishment time and quantity of the goods continue to be affected, and the first batch of replenishments that began to be booked on Sunday night was limited. Shanghai Disney said it "will never create any hunger marketing" and "will continue to replenish and continue to increase the number of replenishments in the coming months".
While Disney has said it "won't create starvation marketing," Disney did get involved in creating that scarcity, causing commodity prices to go off track and rise wildly.
Ling Na Belle is the new IP image of Shanghai Disneyland's global debut, which officially debuted on September 29, and quickly became the "top stream" with her cute appearance and lively personality. This little pink fox is different from Disney's Mickey Mouse and other IP images, behind the film and television works as a support, Ling Na Belle only has a simple IP persona introduction, and Disney launched the "Duffy family" many years ago is the same route.
It is understood that the "Duffy family" originated from the Mickey series of small strips, Minnie Gave Mickey's two bear dolls, that is, Duffy and Shirley Rose, after that, Duffy was awakened by magic, and in the journey, he successively met new friends Geraldoni, Star Dew, etc., and an IP family was formed. Before Lingna Belle, the popular king of the "Duffy Family" was the purple rabbit Star Dew. That is to say, in addition to anime content, Disney has opened up an IP track that is not supported by animation content and "debuts without works".
In Disney's official description, Lingna Belle is a curious, adventurous little fox with a wealth of natural knowledge. This little fox debut is the peak, under the carpet marketing bombardment of social networking, Little Red Book and other platforms, Ling Na Belle has successfully received the baton Star Dailu, gained a large number of fans, and the heat is even worse, almost all peripheral products will be sold out instantly as soon as they are on the shelves, and scalpers naturally stare at this cake.
Digital industry analyst Sun Hao believes that "scalpers themselves are an illegal phenomenon, and hunger marketing will make scalpers further flood, thereby disrupting the order of the entire consumer market and the fairness of transactions, which not only affects the consumer experience, but also increases the potential harm to society and the difficulty of governance." "Most of Disney's IP peripherals will adopt a time-limited, limited-edition, and limited-purchase sales method, resulting in the purchase needs of the vast majority of fans cannot be met."
Although Disney has the ability to create explosive models, in the fairy tale world flooded with scalpers, the dissipation of IP heat will also accelerate, and Disney's "circle money group" can only make quick money.
(Titanium Media App Editor Yang Yaru Integrated Interface News, China Economic Network, Beijing Business Daily)