Unlike the previous tepid co-branded models, why can KFC co-brand Dimeo trigger a rush to buy? One is that the doll itself is designed to be cute and makes you very moved; the second is that a large number of posts on the Internet create an environment of "scarcity of goods and participation of the whole people", and they will unconsciously fall into it, which is the so-called "hunger marketing".
"Are you still upset about the endless KFC set menu?" Are you still upset that there is no Dimo in the surrounding stores or that they are sold out? ”
"The lovely Dimeo belongs to you, and the heat of sin is left to me."
"Eat instead of eat!" The package belongs to me, the blind box belongs to you! ”
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Recently, the term #Daigaku # was on the hot search, along with #KFC Dimo#. The popular KFC co-brandEdimo doll has aroused the public's rush to buy as soon as it was launched. Within a day after the sale, First-tier cities such as Beijing were basically sold out, and many baby friends could only turn to second-hand platforms or simply find someone to eat on behalf of them.
Searching for the keyword "KFC substitute eating" on social platforms is full of posts that can't be pulled. Some people told the Beijing News Shell financial reporter that their posts were originally to join in the fun, but they did not expect to attract many people to inquire at once, so they began to do the real business of "eating on behalf of the purchase".
The popularity of KFC daigou and the popularity of the joint Dimo blind box confirm the success of this joint event. The Dimoo fever has also spread from niche circles to mass consumer groups. So, why did the recent KFC co-brand Dimeo trigger a rush to buy? What is the value of the joint blind box? How do baby circle players view this joint branding fever?
KFC promotional poster. Image source: KFC
End boxes, out-of-stock, food and purchase, KFC Dimo triggered a national rush to buy
On the evening of January 4, Xiaozhou opened the 6 KFC co-brandEdios he had grabbed, carefully placed them on the table, and then took photos and sent them to social platforms such as circle of friends, Weibo, and Xiaohongshu, with the text "Dimoo check-in, satisfied", a series of actions in one go.
Xiaozhou reflected that on the day of the sale, the KFC blind box package was frantically brushed on the social platform, and the various bloggers they paid attention to invariably posted the KFC Dimo "end box (a whole box contains all the regular blind boxes)" photo, and the post was full of netizens' envious voices. Under the blind box package screen, Xiaozhou can no longer sit still, open the mobile phone ordering mini program to search for nearby stores to check the specific situation of the package. Unlike the packages reported by netizens in first-tier cities, Xiaozhou found that the rush to buy in his city was not so crazy, and when he arrived at the store in the afternoon, there were still unopened boxes in the store. After consulting with the clerk, Xiaozhou ordered 6 packages in one go, spending a total of 594 yuan to successfully end the box.
Time back to 3 days ago, on New Year's Day this year, KFC WeChat public account released a tweet announcing that it will launch a bubble mart joint blind box package on the first start day after New Year's Day. According to the tweet, the series of Dimo includes 6 regular and 1 hidden model, a total of 263880 copies, of which the ratio of regular and hidden parts is 72:1, and the hidden version is only 3665 boxes according to the proportional calculation. In addition, the event also set up 500 399 yuan end box purchase qualifications, consumers who are selected for this qualification can directly buy a set of 6 different blind boxes at a price of 399 yuan. However, due to the small share of direct purchase qualifications, many consumers can only realize the "end box dream" by purchasing 6 packages at a time.
Because the event did not clearly indicate the purchase limit, shortly after the launch day began, bloggers on major social platforms posted their consumption "records", and some netizens even spent tens of thousands of yuan to buy more than 100 packages. At noon on the day of the sale, Shell financial reporters found that the blind box packages in many stores in Beijing had been sold out. Many netizens in first-tier cities also reported that the blind boxes in local stores are also out of stock. However, with the continuous rise in the popularity of KFC Dimo, many netizens still said that they had the intention to buy.
The shortage of goods in big cities, coupled with the fact that many netizens reflect that there is no place to place the food in the package after batch purchase, many people have started the business of "eating on behalf of the purchase".
"Blind box to you, calories left to me", "KFC eating service" on social media platforms discussion soared, some netizens posted on social platforms that they received 48 single generations of food in 5 days. Xiao Zhu, a substitute eater, told the Beijing News Shell financial reporter that his post was originally to join in the fun, but he did not expect to attract many people to come and ask. Considering that he is located in a small city of the third and fourth tiers, the blind box packages of the surrounding KFC stores are not popular, and the balance is quite large, Xiao Zhu began to do the real "eating on behalf of the purchase" business the next day.
Eat posts on second-hand platforms.
Shell financial reporter search found that the seller of posting food has different fees, but most of them will bear part of the meal cost, and finally the buyer will receive the unopened blind box at a price ranging from 60 yuan to 90 yuan.
In addition to the popularity of eating, this joint activity also allowed the blind box circle box secret to "reappear in the jianghu": weighing, shaking the box, squeezing the feel, weighing the center of gravity, and some people even used various instruments to scan the blind box. Various topics such as posting single sharing, box secrets revealed, eating on behalf of purchasing, netizens complaining and other topics are mixed together, earning enough heat for the KFC Dimo joint topic, and the terms #KFC Dimo# and #Daigay were once on the fourth position of hot search.
Behind the rush to buy the storm, the brand side of the marketing routine
Unlike the previous tepid co-branded models, why can KFC co-brand Dimeo trigger a rush to buy?
The above-mentioned interviewee Xiaozhou told Shell Financial Reporter that he is not a baby circle player, but more because of the psychology of "catching up with the trend" to buy KFC blind box packages. Afterwards, Xiao Zhou calmed down and found that it was difficult for him not to consume impulsively under the circumstances at that time. One is that the doll itself is designed to be cute and makes you very moved; the second is that a large number of posts on the Internet create an environment of "scarcity of goods and participation of the whole people", and they will unconsciously fall into it, which is the so-called "hunger marketing". Under the "inducement" of this environment, Xiaozhou purchased 6 three-person packages in one go, and finally distributed them to colleagues.
Another consumer, Xiaomu, is the same as Xiaozhou, and also bought 6 co-branded Dimeo. Xiao mu said that on the day of the sale, he rushed to the nearest store to buy the "face value" of the joint Dimo. At the time of purchase, Koki intended to do what he could, and ordered two sets for the first time, but after unpacking the box, Koki found that he did not draw the style he liked. Thinking that his favorite models were lying in the clerk's newly opened box, Xiaomu's mind was hot and he bought all four of the remaining models in the box. "At that time, if I had drawn the favorite style (I) would have stopped. Buying a blind box is a kind of magic, and it is difficult to stop without drawing a favorite model. No wonder many baby friends on the Internet are end boxes. ”
Xiao Cai, a veteran player in the doll circle, told Shell Financial Reporter that generally before the official sale, the brand will send the blind box to the big Internet celebrities and celebrities in advance to attract KOLs to help them promote for free. On KFC New Year's Day announced that it will soon release the Dimo co-branded blind box to the official sale of the 4th, in just three days, the relevant notes of the Little Red Book soared 4400+, as of press time, the relevant notes have risen to 7000 + . At the same time, this also explains why shortly after the launch of the sale, Xiaozhou found that the platform was full of successful bloggers with end boxes.
Search volume of notes related to "KFC dimeo" on the Little Red Book.
In addition to hunger marketing and KOL delivery, Xiao Cai analyzed that the rush to buy is also related to the similarity of KFC and Bubble Mart brand audiences. Xiao Cai said that the main audience of the blind box is the group between college students in their 20s and 35s, most of whom have limited financial resources; and the audience of KFC is also college students and office workers. The joint products are both loved by young people and have the right price, and the acceptance of consumers is very high.
In contrast, last Christmas, Häagen-Dazs co-branded Bubble Mart launched the Christmas Dimo handmade, limited to 4,000 copies. However, the last joint signing event did not trigger a large-scale heat. Xiao Cai believes that this is related to the low circulation on the one hand, and also related to the price on the other hand, the 2021 Haagen-Dazs Christmas event gift box contains two card coupons and a Dimo handmade, priced at 998 yuan. In contrast, the KFC package priced at 99 yuan is more affordable.
Häagen-Dazs co-branded Dimeo.
Some people spend tens of thousands of hoards, what is the value of the joint blind box?
Shell financial reporter with "KFC Dimoo" as the keyword search on idle fish found that many sellers sold co-branded Dimo dolls at the original price of the package, and the picture showed that there was a lot of inventory. One of the sellers, Xiao Fat, told reporters that he had hoarded a lot of blind boxes in this rush to buy, and all the inventory came from KFC stores. Xiao Fat said that there are not many people who buy blind box packages in the fourth-tier small cities where he is located, and he happens to know the managers of many stores, and after consensus, only two sets of activities are left in each store, and the rest are bought by themselves. In further conversation, the reporter learned that Xiao Fat spent nearly 10,000 yuan on hoarding goods before and after, and acquired a joint blind box of 6 stores in four districts, including 15 whole boxes and some loose boxes. At present, the price of the second-hand blind box on the idle fish has reached 99 yuan a, 599 yuan a whole box, of which the hidden version is fried to more than 500 yuan a.
Idle fish on KFC co-branded Dimeo price.
So, consumers do not hesitate to find a substitute to buy, or even find a blind box purchased at a high price by scalpers can maintain its value?
In fact, Xiao Cai, a veteran of the above-mentioned baby circle, also participated in the rush to buy. However, Xiao Cai told reporters that he only bought 1 loose box, and did not end the box, because in his own view, this joint model "does not preserve value". Xiao Cai said that when he buys a blind box, he generally looks at three indicators - design, workmanship and circulation. This joint model is a special commemorative model for the 35th anniversary of KFC China, and the design in the Dimo series is indeed quite good. However, Xiao Cai believes that the workmanship of the joint doll cannot catch up with the level of the bubble Mart physical store, and there are also netizens on the Internet who post to share the flaws of the doll. The circulation of 260,000 is not a limited edition, but only the issuance level of bubble mart's usual holiday models.
Xiao Cai said that according to the market quotation of the second-hand blind box, the popular model of the joint doll is about 90 yuan, and the general model is about 50 yuan. However, due to the circulation is not low, Xiao Cai speculated that after the heat, the joint model will drop to the level of ordinary blind boxes. Talking about the current second-hand highest price of the hidden model, Xiao Cai told shell financial reporters that the general Dimo hidden doll below 1,000 yuan is a normal level, just out of the time is about 600 yuan, after the heat will drop to three or four hundred yuan.
Finally, Xiao Cai believes that unless it is to pursue the novelty and excitement of the blind box, it is still recommended that everyone directly accept the designated dolls that you like. A set of blind boxes is divided into hot models, ordinary models and thunder models, after the heat, the general hot model market price is about 80 yuan, the ordinary model is about 50 yuan, and the thunder model is 30 yuan. And a set of blind boxes 12 models, generally ten will be lower than the original price of 69 yuan.
"Experienced baby friends really like to buy designated toys directly and will not eat any set menus. Senior baby friends can see that this joint explosion is mainly a commemorative significance and follow the trend, and there are many people who join in the fun. Xiao Cai said.
Beijing News shell financial reporter Li Menghan Editor Yue Caizhou Proofreader Guo Li