Disney "Hunger Marketing"? Be careful that "the harder the fans work, the happier the scalpers are"

News Background:

The 29th is the time when the "2021 Duffy and Friends Limited Edition Products" will be sold publicly. At 3 a.m. that day, thousands of visitors lined up in front of the Shanghai Disney Resort, but many said that despite several hours of waiting in line, they still did not buy their favorite products. That evening, Shanghai Disney's official Weibo post said that this year's "2021 Duffy and Friends Limited Commodities" sales activity has ended, and apologized for the amount of products that could not meet the needs of tourists, proposing that the follow-up will continue to improve and continuously optimize the park services.

China Economic Network Infographic Zang Mengya/Photo

Is doll fever "rice circle" really good?

Disneyland has long been called "a magical place" by many park lovers. Through different plot story lines to create a series of IP images, with the help of Internet social media and other platforms for operation and dissemination, and then in the form of park ticket sales and peripheral sales to be monetized, forming a very complete industrial marketing chain. Although the consumer price of Disneyland play and surrounding goods is slightly higher, it is still the main force of spiritual consumption.

It's understandable to be eager to buy, but is it really good to be so crazy? Due to the large number of queues, the store had to stop the queue of tourists, which in turn triggered the dissatisfaction and conflict of fans, and some fans simply sat on the ground and said "I held back blood until I urinated" was undignified. Combining all the signs, the doll fever has faint signs of "rice circle". Many netizens are deeply puzzled by this, but the so-called summer worms can not speak ice, and it seems that there is no reason to talk about fans. It is difficult to buy a good heart, which is the unchangeable creed of fans. Just like Ling Na Belle, who exploded the other day, going to Disney to interact with her for 30 seconds requires queuing for several hours; after the sale of peripheral products, the second is empty, resulting in several collapses of the official website, and the scalper price is speculated to dozens of times; dozens of hot searches, tens of thousands of super talk fans... Many fans have been stunned by Lingna Belle.

Behind the frenzy is the "lesion"

In fact, behind this consumption frenzy is a triple "lesion": first, a scalper game. At 5 a.m., above 5 degrees Celsius, is it true love powder standing in the team, or is it a scalper purchasing agent? Numbers speak best. According to reports, the original price of 219 yuan of the doll was fried by scalpers to 2288 yuan, a premium of nearly 10 times. Second, a bit of hunger marketing. Although the park denies hunger marketing, it is an indisputable fact that Disney's regular merchandise is generally unlimited, but the "Duffy and Friends" series of products has made a lot of money with fancy marketing. Especially the "smart fox" Lingna Belle, since the listing, either limited purchase or out of stock, the fans' desire to buy was completely stimulated by "scarcity", and finally staged a scene of "holding back blood in the urine" of the rush to buy farce. Third, an emotional need. Compared with previous generations, young people are more willing to pay for emotional experience, which is also the real cause of the price of some handmade, sneakers, blind boxes and other commodities being "speculated". In the eyes of Gen Z, the meaning of buying is also to build a group identity. Displaying popular dolls on social networks is also a kind of persona they want to convey to the outside world.

Take Disney's newly launched IP image "Ling na Belle" this year as an example, the IP in the Internet hot search, meme dissemination and other channels of joint operation, quickly become Disney's new traffic and wealth password, with many star Internet celebrities have issued their own "Ling Na Belle" peripheral, but also let its related products on the shelves are empty, a hard to find, and even appear in the second-hand trading platform at nearly ten times the original price of the sale of the situation. As the object of the crazy rush in the early morning queue, the "Duffy and Friends" limited surrounding area is also marked at high prices on many second-hand trading platforms. Driven by such high returns, many non-IP enthusiasts joined the rush to buy the army, which naturally made the already limited surrounding area more scarce, resulting in a situation of early morning queuing and scalpers, so that netizens jokingly said that "Duffy and friends" should become "Disney and its scalper friends".

Don't lose "wisdom" to playthings

Admittedly, there is nothing wrong with love, but do not lose the "wisdom" of playthings. No matter how cute the doll, no matter how popular the product, it is not as important as your own body. The taste of queuing at night of the cold wave is not good, falling across the screen in the running hurts, and even because of the queue to hold blood in the urine... As long as we sink our hearts, it is not difficult to find that such a desperate effort is just a trap for the hungry marketing of merchants. Cute things heal, but being enslaved by them is really unwise. Whether it is consumption or "star chasing", please maintain the necessary rationality and calmness.

In recent years, there have been many high-priced premiums in spiritual consumer goods such as sneakers, concert tickets, and celebrity peripherals. On the one hand, true love fans are full of expectations but the original price is difficult to find, and on the other hand, scalpers make a lot of money through the gimmick of "it is difficult to buy me willingly". The essence of spiritual consumption should be to obtain spiritual satisfaction, if you queue up in the early morning to work hard, buy empty wallets at a premium, there is no doubt that you have lost its original entertainment interest, which is really not worth the loss. If you don't have "Duffy and friends", you may wish to get together with real friends. If you want to get the satisfaction of the spiritual world, the most important thing is to maintain the original intention of loving life.

(The above comprehensive Guangzhou Daily, Shenzhen Special Economic Zone Daily, Red Net)

In a nutshell:

@Wandering Cloud: Has been apologizing, has not improved.

@ Ordinary and ordinary only: There are idle and rich people in the world you do not understand.

@uncle Sauce: Hunger Marketing is for Shanghai Disney to play.

@ This Dynasty Has Wine And Drunk 126: Why Bother? I haven't been to Disney so far.

China Economic Network Editor's Afterword:

Shanghai Disney's recent "sense of existence" is really a bit strong, and consumers have also witnessed in a short period of time various marketing routines for creating "Lingna Belle", the hottest "Tammy friend", during which there are more scalpers and a foot. There is nothing wrong with business marketing, but the use of fans' "true love" for bottomless "hunger marketing" leads to consumers stage a rush to buy farce, which is inevitably ugly. Apology is not the end, the merchant should show more sincerity, rather than thinking about how to continue to "cute" mixed pass; consumers should also be more rational, behind the impulse consumption may be hidden marketing traps, but also to be careful "the more fans work hard, the happier the scalper."