I have Maotai, do you have Lingna Belle? Today, the topic of "Lingna Belle doll price is too outrageous" once rushed to Weibo hot search. Lingna Belle, nicknamed "Chuansha Daji", is a new IP image released by Shanghai Disney Resort on September 29, 2021. According to the official archives of Shanghai Disney Resort, Ling Na Belle is a friend of the original IP Duffy who met when she got lost in the forest. On the surface, it was a pink stuffed fox with big starry blue eyes and a large, fluffy fox tail.
How hot is Lingna Belle?
This is no ordinary fox! In just 3 months, Lingna Belle's popularity has surpassed a number of well-known IPs in Disney Resort.
Since its debut at Shanghai Disney Resort at the end of September, Lingna Belle plush toys have quickly become a hot commodity, and the first stocks quickly sold out.
In the "Top Ten Annual Goods" selection activity launched by the Taobao platform in December, "Ling na Belle" was shortlisted together with Hongxing Erke sneakers and Wu Jing with the same "China" sportswear. At present, a "baby" around the official flagship store of Disney Tmall is difficult to find.
This doll, which was originally priced at 219 yuan, is still in short supply when it is "fried" to 10 times. At present, the Christmas series has been fried to more than 3,000 yuan on multiple platforms such as idle fish and goods. Some netizens even issued a call to replace Ling Na Belle with Maotai.
For fans, what is worse is that it is difficult to buy a Belle with money now. According to the relevant regulations, Lingna Belle is sold through "online reservation + offline purchase". In other words, if consumers want to buy Lingna Belle, they must first go to the official website of Shanghai Disney to make an appointment, and only those who have successfully made the reservation can go to their designated stores to buy.
According to the latest announcement of Shanghai Disney Resort, the reservation channel for the "2021 Duffy and Friends Christmas Series Merchandise" and "Regular Linga Belle Plush Toys" that were originally postponed began at 20:00 on December 12. However, after the reservation channel was opened, a large number of consumers found that they could not swipe out of the reservation page.
It is reported that at present, all the dates and sessions in the reservation channel have been full, but the sales have not yet started.
Shanghai Disney: Never create any hunger marketing
In this context, Lingna Belle fans have questioned whether there is hunger marketing at Shanghai Disneyland.
In this regard, Shanghai Disney Resort told the Shanghai Securities News reporter on the 15th, "We will never create any hunger marketing, Lingna Belle sold out, on the one hand, the epidemic prevention and control and other factors brought bottlenecks to production, resulting in insufficient supply, on the other hand, because of the huge market demand in the short term." Next, Shanghai Disneyland will continue to replenish and increase quantities in the next few months to ensure that supply keeps up with market demand. ”
On the 12th, Shanghai Disney Resort also said on its official micro-micro that according to the latest guidance of relevant departments on epidemic prevention and control measures, the sale plan of "2021 Duffy and Friends Christmas Series Products" (except For Lingna Belle theme products) was postponed again, and the sale of online reservations + offline purchases was adopted in advance.
The release plans of "Regular Lingna Belle Plush Toys", "2021 Christmas Series Lingna Belle Plush Toys" and "2021 Christmas Series Lingna Belle Plush Toy Key Rings" remain unchanged. The reservation channel for these three products has been opened at 20:00 on the 12th. 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.
Shanghai Disney Resort will continue to closely assess the current situation and maintain close communication with relevant government departments to formulate a new release plan for the 2021 Duffy and Friends Christmas Series (except Lingna Belle theme products) and announce it on a later date.
Lingna Belle's popularity is not accidental
Why did Lingna Belle impress a large number of young chinese people to become a hot IP? Will this "fast-track" IP become the norm in the market? Can the impact be sustained?
Gu Chaoqun, general manager of the IP marketing division of Qichuang Tourism Group, told the Shanghai Securities News reporter that the popularity of Lingna Belle is actually not entirely accidental, and there are still several basic elements of IP operation.
First, Lingna Belle has a story! Originally from Disney's Duffy family, Lingna Belle is a fox friend That Duffy meets on her adventures, and she uses her iconic magnifying glass to discover new things on her adventures. Any IP can not only be an image, but also needs a basic "persona", even if it is character shaping. First, it will give the audience a real sense of existence, and second, it can also make the IP have actions in post-marketing and have a basis for role play, which is more vivid.
Second, the Duffy family itself is a very popular IP of Disneyland, of which Xing Dai Lu is deeply loved by parent-child families and young girls, and each park has its own Duffy family members is also Disney's convention, so before the appearance of Lingna Belle, fans' expectations of the Duffy family members who debuted at Shanghai Disney have been very high, and it is not completely popular.
Third, Lingna Belle's complete "out of the circle" has another important addition, that is, the normalization of new media and live broadcasting, with the popularity of Douyin video and circle of friends, every consumer is a communication channel. In this process, how to do a good job of IP interaction with consumers is more important, Lingna Belle and the same out of the circle of "Wei Zhentian" will give different feedback according to the interaction of consumers, whether it is selling cute or broken mouth, so that consumers have their own unique, worthy of self-media experience is very important, so that consumers are willing to share, spread.
Gu Chaoqun said that domestic IP is also gradually starting, Fangte's Bear Big Bear II, Chimelong's White Tiger, Happy Goat in the cartoon have a certain fan base, and Dayun's Rainbow is also deeply loved by the locals. IP marketing is not a one-time process, the phenomenon of popularity is actually a long-term operation strategy, from popularity to long-term red, or need patience.
Source: Shanghai Securities News