Editor's introduction: Once I you love to answer, now I you can't climb high. As the heat of the Winter Olympics deepened, the "ice pier" became a phenomenon-level explosive product. It has created hot words such as "pier" is difficult to find, one household and one "pier", and "pier" should be "pier". However, looking back at the opening of the Winter Olympics, the heat was not asked. This article will interpret this phenomenon and explore the reasons behind it, which is worth reading.
A Winter Olympics Cold Knowledge: As long as you get the top three of the Winter Olympics, you can get a limited edition golden ice pier. With their own efforts to create a "pier" is difficult to find, a household a "pier", should be "pier" to do "pier" and other hot words, in the social platform to create more than one million discussions, 7.2 billion + reading, Beijing 2022 Winter Olympics mascot ice pier has become this year's "new top stream".
Since the opening ceremony on February 4, there have been more than 49 hot search topics related to ice piers, whether it is the circle of friends, Weibo or other social platforms, the amount of "piers" is increasing. Products around the ice pier also triggered a rush to buy. According to reports, there are long queues in front of major licensed goods stores, and it takes an average of 3 hours to queue to enter the store to buy, even if the purchase of popular goods is restricted, the shelves have long disappeared from the ice pier surrounding products. Not only that, but online channels also have a phenomenon that is difficult to find. On February 7, the olympic official flagship store opened pre-sale in batches, even if it was shipped within 30 days, each ID was limited to 2 pieces, and 6,000 pieces of ice pier handmade products were still snatched up in 1 second. At present, all the periphery related to the ice pier in the official store is out of stock and pre-sale.
The panda image and ice crystal shell, resembling an astronaut, and a cute appearance, is certainly one of the reasons for its popularity. But on the other hand, behind the purchase of the Winter Olympic mascot "Ice Pier", there is more personal concern for this event, and the sense of existence brushed out is also an expression of "sense of participation". The official opening of the Winter Olympics has brought this sense of participation to its peak, and has also made the Ice Pier Hand Office the hottest product in the Year of the Tiger. However, just a few years ago, the Ice Pier Hand Office was not taken care of.
First, the ice piers that cannot be seen
On the evening of September 17, 2019, the mascots of the Beijing 2022 Winter Olympic and Paralympic Winter Games, the "ice pier" and "snow melting", unveiled the mystery. At that time, many people had no feelings for it, and even like many netizens, they thought that "how to look so ugly", "it looks a bit 'iron'"...
On September 21, the first set of "moving" mascot WeChat emojis jointly created by the Beijing Winter Olympic Organizing Committee and the professional design team was officially launched, and the usage did not cause discussion. On November 2, the Beijing Winter Olympic Organizing Committee announced that more than 80 Olympic games will be "updated" in the official flagship store of Olympic Tmall, and goods such as "Ice Pier" and "Snow Rongrong" will participate in the "Double 11" shopping festival.
Although it was the first edition, there was no strong Winter Olympic atmosphere at that time, and everyone paid little attention to it, so that the first version of the product was still left two months ago. Many ice piers that cannot be sold are given away as prizes for Olympic knowledge quiz and gifts for gas station refueling.
Two days ago, the news reported that Mr. Zhang of Shangqiu, Henan Province, saw the ice pier on the Internet "a pier is difficult to find", suddenly remembered that he has an ice pier, has been tied to the electric car by his mother with a plastic bag for 2 months, the wind and rain for 2 months, he took the ice pier from the electric car and found that there was also a "first edition" label. The ice pier was mailed back to his niece as a gift by his cousin who works in Beijing, and the shell of the ice pier has been thrown away as a packaging shell and tied to an electric car for his daughter as a head pad.
After the video of "the ice pier was tied to the electric car" was released on the Internet, netizens commented: "The most miserable ice pier in history" "There is no ice, only the pier is left."
In addition to the official Olympic peripheral stores, netizens have also worked tirelessly to make statistics on all the online channels that can obtain ice piers, including the purchase of KFC New Year barrels, Pizza Hut packages, or the purchase of 15 bottles of Coke at Lawson Convenience Store, 20 cases of milk at Aeon Supermarket, as well as the opening of treasure chests in Bank of China, Learning Power, Mini Programs, or through Unicom App Winter Olympics activities, Xinhua Bookstore App, 7-Eleven convenience stores and other channels, you can get the relevant ice pier surroundings. But before the opening ceremony, these events were also rarely noticed.
Even the volunteers for the Winter Olympics did not initially take much interest in the ice piers. It wasn't until after the opening ceremony that the ice piers became the top stream. "I can't see it before, I can't buy it now" Those missed ice piers have become their regrets during this time.
Second, the top stream periphery that cannot be obtained
Since February 5, someone has started a night row at the entrance of the franchise flagship store on Wangfujing Street, just so that the first customers who can enter the store can grab the ice pier. From five o'clock in the morning to three o'clock in the morning to one o'clock, someone began to stay up all night against the temperature of minus 7 ° C. On social networks, the queue-up purchase scene comparable to the Spring Festival has become a new landscape.
How did the ice pier become popular? It all started with the foreign team seeing the ice pier...
Czech figure skater Natalie Tashkrelova recorded in the Vlog how excited she felt about receiving the ice pier, and even when she slept, she had to say beautifully: "The first night with my panda... Good night everyone". American athlete Ashley also recorded a video to express her love for the ice pier. "Ice piers? No, no, no, I just like it as a normal, friendly one. ”
Many of the foreigners who arrived at the scene became die-hard fans of the ice pier in an instant. In particular, Japanese television reporter Tsujioka Yoshido can be said to be a major promoter of the explosion of the ice pier.
Whether it is mysteriously pulling open his coat in the official report, using the posture of selling martial arts secret books, showing the ice pier badge he just bought in front of the camera, or buying a string of ice pier badges and commemorative T-shirts in one go, it fully demonstrates his obsession with the ice pier.
Subsequently, #Japanese reporters bought too many ice pier badges were spit on # on the hot search, some netizens sighed: who can refuse to get the cute ice pier? Just when the foreign team was powdered by the ice pier circle, the discussion on domestic social media also became more and more hot, and the ice pier was officially out of the circle.
At the opening of the Winter Olympics on February 4, the enthusiasm for the Winter Olympics reached its peak, and for ordinary people, creating topics, expressing praise, expressing love packets, and drying ice piers became a direct way for them to participate in the Winter Olympics in an immersive way.
From #Ice Pier Emoji # to # How to have an exclusive ice pier #, from #Ice Pier is specially designed to fan foreign players #to #Ice Pier Dress Thin and Stripped of Flesh #, with the development of the Winter Olympics process, more and more hot stems about ice piers have emerged, ice piers are more active on social platforms, repeatedly rushing to the hot search, ice piers have also become well-deserved Winter Olympics "top stream".
The hot stem spread on Weibo, and the jitter snow GIF and netizen erchuang emoji further expanded. #Ice Pier is a cute play to understand ## Ice Pier Emoji # and a series of topics have entered the hot search. In the face of the phenomenon that it is difficult to find a pier, the People's Daily and other official media also launched the topic of #How to own an exclusive ice pier, which opened a boom in the painting of ice piers.
The Little Red Book is more of a "show off" display, whether it is a personally owned peripheral or a personal creation of "orange pier" and "snow pier", which are popular notes on the platform. The hottest thing on Douyin is the media's report on the ice pier, from the difficulty of finding a pier to the creation of a sub-pier, everyone's desire for the ice pier is deeper.
I know that on the search for ice piers, the latest Q&A is "why ice piers are so popular", 772 answers mostly point to cuteness and home feelings, 5.97 million browsing prove the popularity of ice piers. Various contents have caused the heat index of the ice pier to soar again and again to create multiple peaks.
According to netizens, the 20cm ice pier has now been fried to 2,000 yuan. "Once I loved to answer, now I you can't climb high." The ice pier has finally become the mascot that we can't get.
Third, out of the circle, emotions become a pusher
As the mascot of the Beijing 2022 Winter Olympics, the ice pier represents the perfect fit between Chinese cultural symbols and the Olympic spirit, and its popularity is inseparable from the increasingly strong Winter Olympic atmosphere and the great enthusiasm of netizens. But the reason a mound is hard to find is not just because it is a mascot.
In its own words, the design of the rock sugar giant panda can graft our love for the national treasure giant panda and the image of ice and snow smart, thick and honest image to the ice pier. Coupled with the name "Ice Pier", its cute attributes are magnified again, invisibly adding a layer of advanced filters to it, allowing us to indulge in the "love bean" aura of the ice pier.
On January 26, the ice pier Carmen rushed to the hot search, and the mascot, which had been silent for two years, once again received great attention because of its cute appearance before the Winter Olympics. Next, the major media reported on the Japanese reporter Tsujioka Yoshido's "showing off the ice pier", so that netizens saw the great charm of the ice pier to convince foreign friends, and more people enthusiastically participated in this discussion.
The hot discussion of the ice pier on the social platform directly caused the "band float" effect, that is, as long as the participants jumped on the band float, they could easily enjoy the music in the parade and become part of the mainstream. When we turn on social software and everyone is talking about the ice pier, then we will inevitably pay attention to it and participate in it. Even if you don't want to be around much at the beginning, in the face of the whole network is looking for ice mounds, your desire to buy will become strong.
In online and offline purchase channels, the area around the ice pier has begun to be in a long-term "sold out" state. The scarcity of goods has further stimulated people's desire to buy, and the topic of #when to replenish the ice pier has also been brushed on the hot search high, and netizens have begun to call for #Please implement a household and a pier#.
Bloggers and brand owners have also seen the strength of the ice pier and have begun to try their best to "rub" this wave of traffic. On February 8, the local eating, drinking and playing blogger @ Xiao Dongbei in Beijing for netizens live broadcast the queue of the licensed flagship store of Gongmei Building, although there are attractions and food group purchases in the shopping cart, but it is not highlighted, only the scene situation is explained, even so, the live broadcast room also maintains about 500 people online.
Some brand stores are also marked with the "ice pier" logo. @ANTA Children's Fushi Boutique takes the "Ice Pier Wall" as the background and attracts the audience to enter and stay with the occasional lottery to send the ice pier as the highlight. Borrowing the traffic code of the ice pier, the live broadcast room maintained nearly 20,000 online people for a long time, and the highest climbed to the 4th place on the list of goods. This way of live broadcasting has also begun to be imitated by other businesses.
At the same time, the official media also rushed to the manufacturer's "on-site production", CCTV news, surging news to explore the production workshop, open live broadcast, millions of attention as a supervisor, looking forward to the early arrival of the ice pier.
"Finance and Economics" weekly pointed out that "the once-in-four Winter Olympics itself has the characteristics of timeliness, licensed goods also have the characteristics of scarcity, and the ice pier has both the characteristics of 'Olympic mascot + New Year dolls + national treasure panda' explosive traffic, and at the same time superimposed on the concept of 'head star' and 'top traffic', which leads to it being indispensable." "For consumers, everyone has a sense of participation and role substitution in the ice pier. It is inseparable from the athletes' achievements on the field and the sense of national glory that Beijing brings as a city of the Double Olympic Games.
All in all, the popularity of the ice pier is inseparable from the cute shape and deep home country significance, but it is undeniable that the spread of social platforms and the emotions of the social people are the direct causes of its explosion.
At present, the ice pier is still difficult to find, fortunately, after the resumption of work, the productivity increase, perhaps in less than two days, one household and one pier will be realized. Finally, we remind everyone not to forget the mascot of the 2022 Beijing Winter Paralympic Games, Snow Rongrong, which is just as cute.
Author: Yan Yi; public number: TopKlout Crowley
Original link: https://mp.weixin.qq.com/s/RSj8lf56garzvgZ-RKI_JQ
This article is published by @TopKlout Crowley with the permission of Everyone is a Product Manager. Reproduction without permission is prohibited.
The title image is from Unsplash, based on the CC0 protocol.