#How the ice pier is out of the circle # After more than two years of tepid fire to now fire out of the circle, there are theories of communication and marketing.
"Ice Pier" began to sell in September 2019, but there is almost no sense of existence in recent years, however, it has turned red because of the Winter Olympics, dominating the hot search, the surrounding out-of-stock, following Ling Na Belle, human beings are once again "tamed" by a doll. What does this mean?
In fact, there will be 29 licensed producers and 58 licensed retailers for the 2022 Beijing Winter Olympics. At present, the hot-selling Winter Olympic licensed goods on the market, including ice piers and snow melting plush toys, styling handmade, ornamental buckles, crystal balls, as well as ice pier blind boxes, badges, precious metals and other seven series of products, many of which come from Yuanlong Yatu.
The staff of the investor relations department of Dianyuan Longyatu also said that products such as ice piers have been online for more than two years, but due to reasons such as early publicity methods, although the corresponding styles have been continuously updated for two years, the sales response has been flat.
At the opening of the Beijing Winter Olympics, the IP heat such as ice piers has heated up sharply, and the sales of such products have shown explosive growth, "Since the opening ceremony, the sales volume of peripheral products such as ice piers) has been almost the same as the total sales in the previous two years." This also means that Yuen Lung Yatu's Winter Olympic licensed peripheral products sold the sales of the previous two years in 5 days.
Under the big IP of the Olympic Games, it is not uncommon for hot events to drive hot sales of peripheral products. At the 2008 Beijing Olympic Games, many media also reported on the soaring sales of peripheral products such as the Olympic Fuwa. Therefore, this is the IP basis for the ice pier fire out of the circle, of course, it is also the embodiment of the commercial value of sports events.
Many analysts believe that the popularity of Lingna Belle is the success of Disney's operation, so the redness of the ice pier is backed by the national popularity of the Winter Olympics. The difference between the two also makes the ice pier a different existence from Lingna Belle.
In fact, the circle of the ice pier is the same as the popularity of Lingna Belle, and there is also a background, that is, under the global epidemic, people prefer to have some conditional herd psychology when consuming - this kind of commodity that only has cultural value and no other commercial value, people only buy it because of love, and buying cute dolls may increase the soft experience of the heart.
In short, the ice pier out of the circle tells us: no matter how good the product, it must be timely and geographical, and when the time comes, it will inevitably sell well, provided that the product has excellent design concepts. Headlines hit list
