Even fire is too outrageous
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The New Year's holidays have passed, and most people may have harvested a lot of holiday recuperation and happiness, but for Disney fans, this Christmas and New Year may not be particularly happy.
On December 29, at 3:00 a.m., 5,000 people lined up at Shanghai Disneyland to snap up the news of the dolls, rushing all the way to the hot search, and The Daily Station Jun rubbed his eyes: 29th? Isn't that a Wednesday workday?
At 3 a.m., it was outrageous enough for someone to open a line, and during the queue, more kneeling men had an emotional breakdown, saying that they were "queuing up to urine and blood.".
This incident has received widespread attention from foreign media, and after interviews, many interviewees in the queue said that they were "incomprehensible", "wasted time", "more than half of them are scalpers" and "monkeys played by starvation marketing".
Speaking of scalpers, follow-up media reports said that this batch of "Chuansha money grabbing Tiantuan Christmas series", a full set of dolls + keychains priced at 2148 yuan, has been fried to the price of 8500 yuan by scalpers, directly doubled 4 times!
At the beginning of 2022, can Shanghai Disneyland still be a paradise that brings people joy and laughter? Netizens have begun to doubt.
Event restoration: scalper + hungry marketing + angry crowd
· A mess of online booking + offline buying mechanism · Friends who don't know the whole time, first of all, follow the Daily Station Jun, from the beginning to the end to restore the beginning and end of the event!
On November 24, Shanghai Disney Weibo and the product sale linkage Weibo "Duffy Friends You" released the announcement of the appointment between Chuansha Tiantuan's Christmas season and the new superstar Lingna Belle.
The reservation announcement said that "the reservation person needs to make a reservation through the online reservation channel that opens on November 26, and then go to Disney to purchase in person on November 29, 30 and December 1 according to the reservation date." And November 29, 30, December 1 are three working days, not holidays.
At this time, many netizens have realized that "this situation seems to be a little wrong?" ”。
Online number grabbing + weekday queue to pick up goods, dare to feel that this is not to give scalpers the green light? Some netizens found that there were already scalpers secretly arranging things.
· The epidemic delay has not been responded to, online reservation group magic dance ·
Subsequently, due to the epidemic problem, the entire purchase process was delayed again and again, during which Shanghai Disney did not introduce a corresponding pacification and improvement strategy, and many people were more resentful due to the change of itinerary, constantly incurring time costs and money losses.
On the day of the final reservation on December 12 (the offline purchase date is 17, 18, 19, 20), it is not surprising that countless netizens could not open the reservation channel at all, or opened a blank space after the reservation channel; this scene, the daily station Jun, who has experienced the rush to buy PS5, said that he has long been able to imagine (the amount of support).
Reservation channel is not open! Two fists against the technology cow! Some netizens had no choice but to show off the original innovative IP: Duffy's new friend - scalper canvas bag to vent their anger!
· The lottery limit is confused, and the offline queue is crying ·
If this wave has been very contrived, and in the official announcement on December 22, which was finalized after a delay of nearly a month, the Chuansha Tiantuan Christmas series was changed to a "limited lottery format", which triggered the emotions of all Disney fans.
Only 2700 drawn, the people who are drawn by lottery, or are arranged in order to buy on a certain day, that is to say, before winning the lottery, they do not know which day they can buy, and anyone can draw, increasing the participation of civilian scalpers, all the scalpers, wonderful!
At the same time, the announcement also said that after December 29, the remaining inventory of goods will be sold in Disneytown (the town does not require tickets) and related stores in the park, which lays the groundwork for the 5,000-person queue.
Hinata jun wants to say that although things are really cute, they can't stop such a powerful work of Shangdi, right?
Not only did it reproduce the weekday queuing problem again, but it also became a random scheduling date offline purchase + limited to 2700 pieces, and the comments at the bottom have long become an ocean of curses from Disney fans.
According to Disney iron fan analysis, the number of people entering the park in the off-season on weekdays is maintained around 10,000 shanghai disney, but the number of dolls is 2700, and each stock is expected to be only 4, 5,000, which is simply not in demand!
To put it simply, it is playing the hand of hunger marketing, good skill!
Fans in the comment area are intrigued: I seem to have seen this set of roads somewhere... Oh! Isn't this the number of shoe flipping!
In the end, Disney fans who did not grab the number had no choice but to focus on the inventory sale after December 29th, and please note that the previous foreshadowing appeared at this time.
After the purchase, Shangdi released the product information available for purchase on the 29th, although many goods have been sold out, but there is also the Star Dailu series that has been popular.
Due to the second most popular character Star Dailu, second only to Ling Na Belle, there is still stock, and finally this closing event became the 2021 Tail Tooth "Scalper & Fun with Fans" party!
Many people buy tickets for the first time to enter the queue, but because there are too many queues to supply enough on the spot, the sunk cost produces multiple anxieties and finally collapses and cries irrational behavior. It has become a complete "farce" in which new fans are dissatisfied and old fans are cold.
Previously, there was also a phenomenon that Lingna Belle dolls were sold out, and Shangdi Fang said: Mainly due to the lack of production and supply due to the epidemic. And this activity has also suffered a lot of questions from netizens.
Of course, Shanghai Disney still issued an understated announcement: thank you for your support, next time dare, happy New Year's Day!
It can be said that the swing is very professional.
Behind the fiery IP: capacity problems? Is it?
Until the beginning of the year, Disney fans are still experiencing this "scalper ptsd".
And some iron fans are shocked that this chain cycle of "official dancing with scalpers" has existed long ago.
Since the birth of the Six Treasures of Duffy, Shangdi seems to have grasped his own traffic password and money tips.
And the birth of this year's Shippo - Lingna Belle, which makes the entire IP a phenomenon on the network.
Contrary to the cute and lovely image, her slightly arrogant and rebellious personality made her a complete "traffic star" in an instant.
According to statistics, as of the last day of 2021, lingna belle's topic words on Weibo have exceeded 670 million, and the number of topic words of the same name on Douyin has exceeded 2.18 billion.
So, the IP that has not been paid attention to by the public has been completely ignited, has it brought more commercial atmosphere? The answer is obvious.
The so-called "strange goods can be lived", I believe that this point on the operation layer of Di has long been thorough.
Otherwise, if it is just insufficient production capacity, how can there be various "cottage" products on the market, one by one production, and countless "Lingna deer" and "Star Dai Donkey" have emerged?
Is the fairy tale world in the hearts of consumers worth it?
Behind the traffic IP, it is inevitable that the heart of chasing interests, and in order to cover up these essences after the beautiful fairy tale, more grandiose reasons are needed. The queuing incident at the end of 2021, Shangdi once again let us see its excessive interpretation of the pursuit of interests.
Although hot money is good, one day consumers will turn away due to successive blows, and the thirst for money will be like a wild horse that runs away, and finally the beautiful fairy tale in people's hearts will be completely broken and broken.
2021 has passed, the year of the ox that will end is like the first year of the scalper, I hope that there will be no scalpers when the Year of the Tiger arrives, I hope that Shangdi can recognize its duty, and also give Disney fans a clean fairy tale world.
In 2022, will you still believe and be willing to believe that it will bring us the happiness we once had?
Image Material:
Shanghai Disney Resort @ Weibo
Sichuan Watch @ Weibo
Singularity Finance @ Weibo
Yahoo News JP
Some of the image material comes from the Internet