Text | Zinc scale, author | Starry Night, Editor | Li Xiaolin
Scalpers, "substitute businessmen" and baby changers are becoming Disney's "accomplices" in harvesting "pro-mom powder".
On December 29, Shanghai Disney Resort's "2021 Duffy & Friends Christmas Series" was sold in the form of lottery restrictions, and successful guests must queue up in the waiting area of Disneytown at the designated date and time period. At 3 o'clock that night, the resort line was long in the early morning, but then because of the epidemic prevention and control and safety issues, the park decided to suspend the queue, but unexpectedly caused greater dissatisfaction and conflict among tourists.
For such a crazy queue scene, the public seems to have already seen it. In the era of traffic, people often use "queuing king" to describe the popularity of the brand, and in this process, queuing, scalpers and marketing have gradually generated a new business.
Queuing affects traffic, traffic dominates consumers, Xicha, Chayan Yueshi, Haidilao, Wenheyou, Manner and other brands have experienced this fast road to fame, copying a net red shop model is becoming simpler and simpler, but the "net red face" is also consuming consumer expectations.
Gradually, consumer attitudes have also begun to polarize, with one faction viewing queuing as a touchstone for testing brands, while the other is disgusted with queuing, causing public opinion to have a negative effect. It may be said that the "herd effect" caused by queuing is losing its deceptiveness.
Don't want to be harvested by scalpers "mother powder", feed "substitute businessmen"
"Not even a dog hair!" Since you can't buy it, just do it yourself. Like many "mother fans" of the Duffy family, Ah Xi was ultimately unsuccessful in winning the lottery. But she also thinks that the high price of looking for scalpers to buy dolls is to find and nourish this bad atmosphere, but also as a leek harvest, thinking about it, Ah Xi decided to find a channel to reproduce several costumes in the 2021 Duffy family Christmas set.
This act of buying new clothes for a beloved doll is called "substitution." Since the release of Ah Xi's dynamic, it has received nearly 600 reviews in less than two days, from opening the first "substitution" purchase group to the third group full, but in one day.
"Welcome to all the sisters who are also fallen people in the end of the world, and I will upload the follow-up production progress to the group synchronously." At present, Ah Xi has determined that the "substitution" will make S codes, so that the Geradoni, Kochian, Star Dew and Lingna Belle in the Duffy family can be penetrated.
"The sample time is temporarily set around January 8, and the sample is opened in a time-limited and unlimited way of sales, about the price is within 150 yuan, and the specific will be decided according to the predetermined number and exquisiteness, so we also welcome everyone to pull their own sisters to join the group." Ah Xi said, "In fact, some of the original design is not so perfect, and the improved version can be worn by Seven Treasures." ”
When the design drawing came out, the crowd suddenly became noisy, and words such as "so cute" and "a handful of love" were brushed all over the screen for a while.
In the face of everyone's high enthusiasm, Ah Xi quickly came up with a specific production plan, including the red part using slightly thick suede; the skirt fabric is crystal ultra-soft short hair, the skirt is wrinkled, and a layer of Eugen yarn and a layer of soft yarn are added to the skirt support; the shoe material is made of matte PU leather cloth, the sole is filled with adhesive cloth; all white hairs are made of rabbit hair, and the hair balls at the end of the hat are as large and soft as possible... Every detail of the design is explained one by one, so that the "mother fans" in the group feel a stronger sense of participation.
Ah Xi's initial idea of designing a Christmas "substitution"
According to zinc scale observation, most people in the group have a firm purchase idea of this "substitution", and have begun to urge Ah Xi to prepare other dolls and different specifications and themes of "substitution".
One of the "mother-in-law powders" of KeQi'an told Zinc Scale, "Now the annual limited theme is fried too outrageously, there are scalpers frying, there are also pink cows frying, so squatting a naked baby and then buying a different substitute is not fragrant?" "Pink Bull" refers to the group of fans who buy extra products and sell them at a high price to earn the difference and "return the blood". Compared with scalpers, pink cattle tend to be more annoying in the fan base.
In addition, Zinc Scale has seen a lot of "substitute business" specifically for the Duffy family IP from multiple social platforms and e-commerce platforms, including the popular Hanfu, LOLITA, Tang clothing, themes including Christmas, New Year, Easter, etc., without exception, they are both hot and expensive.
For example, a "Dunhuang Mural" series of New Year Hanfu "Substitutions" by Xing Dailu and Ling Na Belle contains four-piece sets of hair accessories, dresses, shawls and ornaments, and is priced at 218 yuan without free shipping. However, the adult Hanfu complete set of the same "Dunhuang Mural" series can also be earned at a price of 254 yuan.
There is no doubt that both the pink cow and the "substitute businessman" have harvested from this traffic feast created by Disney.
Scalpers earn ten times the difference, and the change of baby is a bottomless pit
Since the Duffy family became popular, Disney has often staged the drama of "overcrowded, more monks and less porridge". The Christmas limit, which triggers snapping up every year, is happening again this year.
On the 29th, in the Disney Resort Park, some people grabbed the first line of the queue at 3 a.m., some people collapsed and knelt, and some people lined up to "hold back blood until they urinated"... This series of puzzling operations is all for the Duffy family's 2021 Christmas series.
In fact, this sensational night row behavior is actually the second round of snatching. Zinc Scale learned from the official Weibo of "Shanghai Disney Resort" that the first round of the "2021 Duffy and Friends Christmas Series Merchandise" is planned through online registration, lottery and time-limited offline purchase.
At that time, although it caused a large number of fans to be highly dissatisfied, the lottery model always avoided the risk of offline crazy robbery. However, Shanghai Disney Resort said that after the first round of events, if there is still any remaining inventory of the series, it will be sold on Disneytown's Disney World Store, Sweetheart Candy in Shanghai Disneyland, Tribal Harvest Hall and Mickey Minnie's One Heart Shop from December 29, 2021 during normal operating hours in Disneytown and Shanghai Disneyland.
Therefore, there has been a situation where fans and scalpers have queued up all night to rob. As soon as the hot search came out, many people scoffed at this behavior, thinking that "isn't it just a doll, as for it". But they may not have expected that it is these small dolls that not only make Disney earn a lot of money, but also give Internet celebrity traffic and scalper business opportunities.
Zinc Scale has seen from Weibo, Xiaohongshu and other social platforms that the winners of this "battle" can easily grasp the traffic password as long as they mention the keyword "Disney Christmas" or publish any photos related to it. Looking at the comment area, it is almost a message of purchase, and some people even directly say that "a premium is acceptable". It can be said that as long as the dolls that are queued up overnight want to sell, they will definitely earn the difference.
Selling a full set is convenient, but it is not a profit-maximizing solution. Xingdailu pendants and backpack products have the largest number of buyers and the highest premium, so there are dolls with an original price of less than 200 yuan, and dolls are speculated to 600 yuan to 2000 yuan on multiple platforms such as Douyin, Dewu, idle fish, etc., and the difference is ten times.
The Christmas series has been hyped up at sky-high prices
Previously, Zinc Scale also mentioned in the report that the Duffy family's "baby change" business has also become popular with the popularity of Lingna Belle. A merchant who changed the baby circle sent a price list to zinc scale: the price of changing the nose is 20 yuan, the price of adjusting the mouth line is 40 yuan, and the price of creating wink eyes is 70 yuan...
Although the gossip of "Disney deliberately destroying dolls and playing hungry marketing dramas" has now circulated from the mouths of many fans, relying on the queuing and snapping up atmosphere formed by Ling Na Belle, a "top female star", from the debut, Disney has easily mastered the wealth password, the offline surrounding has been robbed wildly, and online traffic has continued to blow up. "Someone at the door of Disney shouted to hold blood in the urine" has become the most controversial topic of this time, and the current Weibo reading volume has exceeded 220 million times, and 5150 discussions have been discussed.
This time, the decision was not to be "leeks", and turned to the embrace of "substitute businessmen" like Ah Xi. In the final analysis, the Duffy family, which does not have a deep story background to support, was born in the traffic era, used marketing means to create stars, and indeed made a lot of money. However, in the face of generation Z who have different consumption habits and "like the new and dislike the old", no one can say whether the "paste" will come quickly or slowly.
The "queuing support" of "whitewashing" has turned into a filling expert in the new era of consumption
Queuing up to make stars is not a new word in the new consumption era. Just like the phenomenon of queuing up and snapping up by Disney in recent months, a small number of sales, scalper rushes to buy, and the Internet fermentation process has come down, and the purpose of turning over the sky-high price of goods and increasing brand awareness has been easily achieved.
From Xicha, which is rumored to employ 300 people every day to create the illusion of queuing, to many new consumer brands such as Master Bao, Haidilao, Cha Yan Yue, Wen Heyou, etc., although the crazy queuing has caused chaos, it has indeed made the brands gain attention and go to a bigger stage.
In addition, zinc scale also found that many companies have now packaged "queuing" as a serious profession that can see the light. An advertising company that has been established for nearly a decade mentioned in its external publicity that in addition to providing offline execution activities for well-known enterprises such as Alibaba, Taikang Life, and Evergrande Real Estate, it also has more than 3,000 filling experience in the past decade. The filling field is the sunshine business card of "queuing up".
The types of people that this type of advertising agency can provide are also very comprehensive, including local tycoons who worship gold, business people, young fashion, formal white-collar workers and student types. Implement the process of "strict screening - simulation exercise - pre-emphasis - orderly entry and exit - active cooperation on the spot", and equipped with professionals to track and strictly manage the whole process.
The on-site charging service provided by the above-mentioned advertising companies
A staff member of an institution who had been engaged in brand building also mentioned to Zinc Scale before, "We once used the offline manufacturing queue grand + online KOL batch posting video, and in two months pushed a hot pot restaurant to the top, the store quickly recovered the cost, and then earned a large amount of franchise fees." He said that as long as the cost is willing to build momentum in the early stage, the brand will soon be able to do it.
That is to say, the era of "queuing marketing, marketing star-making" may no longer require long-term technical accumulation, who masters the traffic, it is almost equivalent to mastering the consumer. However, the high level of attention brought by traffic also means high risk, and once any crisis occurs, it will be doubled.
At the same time, the heavy dependence on traffic and channel dividends also represents the lack of brand power to some extent, including product strength, charm, consumer relations, etc., which makes it difficult for brands to continue to obtain the ability to develop upwards.
In the long run, with the proliferation of traffic dramas in queue marketing, these brands that rely on traffic will gradually lose their appeal to consumers. At that time, there will be a precipitated and vital brand, which may become the ultimate big winner.