Text/Golden Wrong Knife Channel
Caption / Visual China
Who is the top of 2022?
The ice pier is called the second, and no one dares to call the first.
The women's soccer team kill, Gu Ailing won the championship, are all major events that brush the whole network, but compared to the ice pier, it is still slightly inferior.
On Weibo, the topic of #Ice Pier was read 3.1 billion times, which was 6 times that of #China Women's Football and 5 times that of #Gu Ailing!
No one can escape the temptation of an ice pier.
After the women's football team won the championship, she was interviewed by CCTV, and the captain Wang Shanshan deliberately asked CCTV for an ice pier.
After Gu Ailing won the championship yesterday, he took the ice pier and told reporters: "This is my good friend." ”
On social platforms, many people have also been demonized.
The ice pier, which was unveiled in 2019 and has been unknown for more than two years, finally ushered in a change of fate in 2022.
Why? Because of cuteness? It's not that simple.
We have seen too many stories of one-night explosions, but the story of the explosion of ice piers is much more complicated.
The ice pier that no one has bought in three years,
The fire is so "weird"!
Compared with other Mascots of the Winter Olympics, the appearance of the ice pier is top-notch.
For example, the mascot of the 1998 Winter Olympics in Nagano, Japan, who would have thought that the prototype of this thing was an owl?
The three mascots of the 2014 Sochi Winter Olympics are too realistic and have no sense of cuteness.
The mascot of the 2018 Pyeongchang Winter Olympics, except for Koreans, everyone else is speechless.
But the ice piers were almost as unattracted as the other mascots.
In the beginning, in the designer's first draft, the ice pier was not a panda, just a sugar gourd. Later, they replaced the hawthorn in the ice shell with elk, tigers, and rabbits, and it wasn't until they stuffed the pandas into their shells that they finally felt good.
In order to confirm the charm of the ice pier, the Beijing Winter Olympic Organizing Committee specially invited 240 children to vote in 2019. For the sake of secrecy, they didn't say what it was. At the same time, the staff downloaded two cute cartoon images on the Internet, pasted them with the ice piers, and let the children choose their own, and which one they liked was posted with a vote.
In the end, The Ice Pier received 230 votes and made a successful debut.
But at that time, the netizens' ideas were completely different from these children, looking at this sesame dumpling that seemed to have missed the filling, and generally complained: it is too ugly! In addition to pandas, can you design something else?
So all along, the ice piers have not been hurt and loved, and they can only eat ash in the store.
Many people have never even heard of the ice pier, let alone know that the ice pier has been on sale two or three years ago, and there is no need to grab it.
But with the Arrival of the Winter Olympics, overnight, everything changed.
On February 4, millions of netizens entered the official flagship store of Tmall Olympics, and most of them returned home. According to the report, the flagship store's 5,000 hand-made offices were robbed in 15 minutes!
Offline is even more crazy. On February 5, in front of the Flagship Store of the Wangfujing Gongmei Xiamen Winter Olympics, a long queue of kilometers was formed, and some people came to queue at 1:00 a.m.
Buying an ice pier almost freezes yourself into an ice pier.
Cao Xue, head of the design team of the ice pier, said that many relatives and friends asked him if he had any special channels to buy, he couldn't help it, and now even his son couldn't buy the ice pier...
In order to get the ice pier, someone trusted the relationship to buy and bought a "bankruptcy version" of the ice pier.
In order to appease the people's hearts, the People's Daily issued a hand-drawn tutorial to teach netizens to draw ice piers by hand.
No one can easily get the ice piers, except for the top three in this Winter Olympic Games competition - not only can get the ice piers, but also a Phnom Penh base, an absolute limited edition.
It is too late to practice skiing, and countless netizens are studying how to wear the soul.
The ice pier exploded, all by one of the hardest backstages
The sudden redness of the ice pier has made many people confused.
Some people think that it is because of the memes and terrier culture.
Some netizens are crazy about creating two things, turning the ice pier into an "iron man". What's more, Sun Xiaochuan was stuffed into the ice pier.
The second creation of the madman frightened other netizens: return my (cute) ice pier!
Coupled with other overwhelming memes, the influence of the ice pier is getting bigger and bigger.
But these have little to do with the explosion of ice piers.
In 2019, there are already ice pier emojis on the Internet, but just like no one praised its appearance at that time, the emojis did not have any splash.
So what does the ice pier rely on to explode the whole country?
Ostensibly, it's because of three things.
The first of course is the traffic of the Winter Olympics.
Chinese mainland about 316 million people watched the opening ceremony of the Winter Olympics. Many people are seeing the three-dimensional ice pier for the first time, which is much more cute than the ice pier on the floor plan, and it has fallen in an instant.
The volunteer who played the ice pier at the opening ceremony said that when the opening ceremony returned to the scene, he was pulled by the actors for a group photo for more than 1 hour, and he had no chance to get off the field, his legs were unconscious, and finally he found a team teacher and a field supervisor to open the way to get off.
After the opening ceremony, the Baidu index of the ice pier soared.
Secondly, the ice pier has a lot of explosive topics off the field.
The biggest contributor is Japanese TELEVISION reporter Yoshido Tsujioka, who is the number one fan of Ice Dundun and contributes a lot of hot searches.
This benevolent brother came to China, did not do anything serious work, just vigorously to the amway ice pier.
Originally supposed to report on sports information, he opened his clothes in front of the camera, showed 6 ice piers, and said: "There is no information about figure skating, but I have ice piers." ”
When I connected with my Japanese colleagues, I was disgusted that the host was not excited enough when introducing the ice pier, and he was shocked and asked: "Why are you so calm, hi up!" ”
Tsujioka even said that when he returned to Japan, he would throw away all his clothes and fill his suitcase with an ice pier.
Foreigners like China (culture/product/person), and it is still so interesting on the Internet.
Finally, things are rare and expensive.
A notice at a store in Beijing read that 500 ice piers were only purchased in a day, and only purchases were restricted.
Image source: People of the Day
Online flagship stores are also restricted to purchases.
So a 55 yuan ice pier keychain, scalper dares to bid 600 yuan; a 198 yuan ice pier doll, bid 2000 yuan!
But compared with the above three things, the most critical reason why the ice pier exploded was the official platform.
With official support, the ice pier was on the Spring Festival Gala;
went to Antarctica;
Even the moon and Mars went up. Wherever there is traffic, go wherever there is.
CCTV News, People's Daily, Guangming Daily, Xinhua Net... The state media all went down, calling for the ice piers on the Internet every day.
The "shaking snow" animation of the ice pier brushing screen is from the hand of CCTV.
Tsujioka's inadvertent move was also deliberately amplified by the official media, which gave birth to various explosive topics.
Yesterday, Gu Ailing won the championship and swept the whole network, and they did not forget to report on the ice piers. Just yesterday, CCTV News sent 6 microblogs about the ice pier, and the People's Daily sent 7, just like a baby, and everything must be recorded.
At the same time, the shortage of ice piers has soared, which is also most directly related to the official.
In order to achieve "one household and one pier" as soon as possible, netizens have said that the pressure should be given to Yiwu, but this idea is unrealistic.
Under the official gaze, no one dares to produce illegally, unless the factory does not want it.
So unlike other fiery dolls, the perimeter of the ice pier on Taobao is all authorized products, and no one dares to copy.
Even scalpers who sold ice piers were quickly caught.
This preference, which is also the panda's hope for the 90th Asian Games and the 08 Olympic Games, has never been enjoyed.
Ice Pier: "I'm bald and fat"
Why is there such an official preference for ice piers?
Behind the ice pier, there is a game of 10 billion chess
"The official media has played the traffic password clearly." Looking at more and more eye-catching hosts in CCTV, netizens often send out such feelings.
Absorbing good hosts is to improve ratings, and the official media creates and amplifies the traffic code of the ice pier, which also has its purpose.
The most obvious driver is economic gains.
For example, the Athens Olympic Games, with a total investment of $10 billion and an income of only $1.9 billion, directly led to the collapse of the Greek economy.
The Winter Olympics are not much better, with 11 consecutive overruns and losses.
That's why fewer and fewer cities are bidding to host the Olympics.
But this time, China doesn't want to lose money, or even make money.
This Time, China only gave a budget of about 3 billion US dollars, only 1/5 of the 18-year Pyeongchang Winter Olympics and 1/15 of the 14-year Sochi Winter Olympics.
Budgets are limited, so you can't miss any chance to save money and make money.
For example, in order to save money, the Beijing Winter Olympic Organizing Committee reused existing venues and built only one new ice competition venue in Beijing; when purchasing, it can be borrowed without renting, and can be rented without buying, and finally the proportion of leasing in all material categories has reached about 70%.
"Ice Ribbon", the only newly built ice competition field for the Beijing Winter Olympics
Inadvertently it has become an ice pier for traffic codes, and the official naturally has to firmly grasp and enlarge it.
With the increasing popularity of the ice piers, Shanxi Securities said that it is expected that the revenue of licensed commodities will exceed 2.5 billion yuan throughout the Winter Olympic cycle!
But vigorously promoting the ice pier is not just to sell a few more peripherals.
The ice pier represents the entire ice and snow sports, once the industry is popularized, it will promote the consumption of tens of billions or even hundreds of billions of yuan every year, so the State General Administration of Sport has set the goal of "driving 300 million people to participate in ice and snow sports".
On the ice pier, however, it is saddled with a difficult propaganda task.
Moreover, the propaganda task shouldered by the ice pier is not only internal, but also external.
The United States, Britain, Canada, Australia and other countries have always had opinions on the Current Winter Olympics and have been playing a demon.
CNN also recently reported that the artificial snowmaking technology used in the Beijing Winter Olympics is not only "high in energy consumption", but also "unsafe" for athletes.
In the face, at the PyeongChang Winter Olympics 4 years ago, the US media said conclusively that athletes prefer artificial snowmaking, which is more "energy-efficient".
How to fight back?
The official response was indispensable, and the grounded ice piers had to be arranged to play.
We have heard of urban IPs, such as Kumamoto Kuma in Kumamoto Prefecture, Japan, which changed the local image in one fell swoop and made Kumamoto Prefecture popular all over the world.
During the Winter Olympics, the ice pier is a harmless and warm national IP for human beings.
Driving the economy at home, cracking down on rumors and establishing an image abroad, ice piers are sometimes more effective than official direct horses.
Grounded national IP will play an unexpected role.
After all, before the realization of "one household and one pier", who can refuse an ice pier?
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