Wen | Wang Can
If it is said who is the hottest love bean recently, the little fox "Ling na Belle" should have a name. This is a new IP launched by Shanghai Disney. First of all, on the short video platform, the "Ling Na Belle" doll circled a wave of fans with its cute image, lively personality and witty and loving interaction with tourists, and was praised as "Chuansha Daji" (Shanghai Disney is located in Chuansha, Pudong).
Subsequently, at 8 p.m. on December 12, Ling Na Belle's plush toys and key rings opened online reservations, which once led to the collapse of the reservation channel. That night, "Disney" and "Disney Reservation" both rushed to the hot search, which further triggered a star-chasing boom on social media. In the past few days, in the author's office, female colleagues are also discussing how to buy the "Lingna Belle" neighborhood.
I have to say that Disney's marketing is really powerful. You know, "Lingna Belle" is also different from Disney classic IP such as Mickey Mouse, it does not have any film and television works and specific cultural backgrounds to rely on, and it is completely "tough" out of the image. However, with the three axes of short video, social networks, and self-media, the success of quickly going out of the circle in a short period of time and capturing the hearts of a large number of young men and women may be worthy of reference by some brands.
Just as every new IP in the past will inevitably trigger a fire around it, "Lingna Belle's" plush toys and other products have also been speculated at a not low price, from a single one or two thousand to more than 3,000 yuan, to a full range of products have been speculated to tens of thousands of yuan, which is no longer a small probability event in a small circle, but has become a common phenomenon on the Internet. Some netizens sent microblogs, willing to exchange Moutai for "Lingna Belle" pendants and dolls. So much so that some people joked that "Ling na Belle's" best friend was a scalper.
This has also sparked some controversy. Many people do not understand, is not a virtual human design to create a plush toy, why sell so expensive? Some people have questioned Disney's hunger marketing and cutting a good hand of leeks. Although Disney denied that it was starving marketing, saying that it would replenish it to meet consumer enthusiasm, given that "Lingna Belle" was originally a seasonal limited product, the sought-after status quo brought about by its scarcity and the price that may be higher than the actual value may not change for a while.
It is not difficult to understand those netizens who are enthusiastic about buying. The reason is simple, hidden in the middle school textbook: the price of a commodity is determined by value, but at the same time affected by supply and demand. When supply outstrips supply, price increases are almost inevitable. This is the core essence of the market economy: let the invisible hand of the market function. In the context of a market economy, it is not difficult for us to understand and accept the rules of the game.
As long as it is within a certain range, the hot sales of commodities are a neutral phenomenon, there is no distinction between good and bad, and it cannot be given moral scrutiny at any time. In other words, if people's enthusiasm for "Lingna Belle" subsides one day, its price decline is inevitable.
Some people also want to ask, those netizens who have worked hard to buy the surrounding area of "Ling Na Belle", are they "stupid people have more money" who have been brainwashed by marketing? There is no need to comment on it. It must be admitted that some people follow the trend, but this kind of follow-up is also "self-interest and does not harm others".
Moreover, there are quite a few people who do buy out of love. In the end, young people like to pet cats and dogs, otaku like to collect handmade, girls like to chase idol dramas, and elderly people's tobacco and alcohol consumption is not small, these are not the same thing? It's nothing more than adding some fun to the monotonous life and the tired body and mind. As long as you can get comfort from it, "Lingna Belle" has a unique value. Everyone's preferences are different, but there is no difference between high and low. For people who "mix" different circles, it may not be easy to break the dimensional wall, but it is not difficult and appropriate to respect each other. The civilizational pluralism of society is achieved in the life that each individual has rich choices and can stretch.
On December 15, the "Institute of Physics of the Chinese Academy of Sciences" published an interesting article - "The lovely secret of "Chuansha Daji" was found by me", which seriously analyzed the reason for the cuteness of "Ling Na Belle", which is in line with the "baby characteristics" and arouses people's desire to protect. This may confirm a widely spread sentimental saying: those adults who love plush dolls and pink colors are also gentle and lovely people in life. Life is not easy, may everyone find the warm self of "Ling Na Belle".
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Text: Wang Can
Image: Network
Recitation: Wang Qian
Editor-in-charge: Wang Zimo
Editor: Wang Yuanfang, Zhu Xiaofan