The 2022 Winter Olympics will hold the mascot of the ice pier to the top of the pyramid, and "a pier is difficult to find" has become a hot word at present. A doll has become something that everyone can not find, and this scene is familiar to everyone?
A few months before the ice pier exploded, a little fox named Lingna Belle came out of Disney, with pink fur, big blue eyes, and a big furry tail that was touching... As soon as the IP image came out, it captured a large number of female fans. Queue for a few hours only for 30 seconds of interaction, the dolls that can be bought at the original price of 399 are speculated to more than 4,000... All this made Disney's ancestor "Mickey Mouse" at the next site envious.
Fueled by capital, this wave of "hunger marketing" has earned enough money for girls, and whether the traditional image can compete with the rising stars in the current new era, we interpret it from different angles.
I. "A game of chess for 100 years"
Disney's main industry is film and television. In 1923, it was led by Walt Disney and his brother Roy Disney. O. Disney founded Disney Brothers Studios and produced the Alice in Cartoonland series, which began their dream-making journey.
In 1928 they introduced their first IP image: Mickey Mouse.
This is the first sound cartoon in the history of film production, "Steamboat Willie", and soon after, classic IPs such as Pluto, Goofy Dog, and Donald Duck appeared one after another, and they became the most classic façade of Disney. With the long life cycle of Disney, their stories are becoming more and more full, for Disney's old fans, these characters are far from the surface seen on the screen, the so-called "classics are never out of date", they are more for the audience to find emotional belonging.
Of course, Disney is not without a "dark period".
In 1941, Disney's exclusive cartoonist strike, at the same time the national economy was also in crisis, due to the company's shortage of funds, the brothers could only try to push the latest work "Snow White" to the theater, through live-action interpretation to receive tickets, the result not only solved the economic urgent needs, but also received great acclaim, and it is from this time that the animation is re-enacted in the theater into a new development model.
It continued until 1965, when theaters no longer had a demand for short animation, and Walt Disney died the following year. Walt Disney's younger brother also died in 1971 after the completion of the first Walt Disney World in Orlando.
After opening the door to offline development with the efforts of a generation, Disney's descendants began to take over the operation. While developing in the direction of ip empire, it has invested in the acquisition of major studios such as Pixar, Marvel, and Fox, drawing on a large number of talent resources. Today, Disney has produced more than 400 movies and opened Disney Resorts in los Angeles, Orlando, Tokyo, Paris, Hong Kong, Shanghai, Disney world is the current fast-paced life of people can get rid of impetuous and boring refuge, is the key to the fairy tale world, is to satisfy their girly heart, heroic dreams of paradise.
But not everyone will have enough time and money on the road of "returning to the child's heart", in this Internet era that can use fragmented time for marketing, brushing mobile phones with their fingers has become the most direct way for young people to obtain information, and for merchants, this is also the most direct way to push information.
Therefore, in recent years, Disney began to catch up with the new retail boom, according to rough calculations, Disney's online turnover in 2021 accounted for 75% of the total, offline accounted for 25%, offline to online business model changed his century-old tradition. According to Xue Yijun, president and general manager of Shanghai Disney Resort, "We are preparing a new sales model where guests can shop and place orders online, and then enjoy the service of express delivery to their homes." Whether this is the epidemic driving the operation of offline stores to be worrying, or preparing to transform into sprinting online stores, we can let time prove everything and wait and see.
In addition to online stores, Disney+'s video subscription service, launched in April 2019, is an area where Disney will aggressively enter: streaming. The online subscription service has had a big impact on companies of the same type, with at least one-third of users no longer subscribing to other services of the same type after subscribing to Disney's service.
Disney itself has generously predicted that the number of Disney+ subscribers will reach 230 million to 260 million in 2024. Success on Disney+ is a node that cannot be ignored, because its growth in the playground and copyright has long been apparent, and it must go with the flow, keep up with the pace of the new era, make moves in the media, and make another effort, which is also a fierce blow to the globalization process of Netflix.
So how should Disney measure the development of internal IP "employees" while ensuring the overall efficiency improvement?
2. Disney IP Civil War
Compared with classic characters such as Mickey Mouse and Donald Duck, how did Lingna Belle achieve acceptance and love by the public in a short period of time?
The most direct point is that Ling Na Belle does not have any story background, it only has her appearance and the cute "human design" that is officially defined, and the rest depends on the "Bell Ma Ma" to re-ponder and build her.
For example, Disney's most popular female character princesses, whether it is Bell in "Beauty and the Beast" or Elsa in "Frozen", their rich character background and precipitated image have long made them stand in the unshakable dimension of Disney's "family tree".
But a large percentage of Disney's friends who want to get into the pit don't have enough patience to watch all the videos and videos that belong to the character or sort out all the relationships between the characters. "Everything is difficult at the beginning", compared to Lingna Belle, who has no background, it is obviously much easier to rely only on fragmented short videos, WeChat emojis and other "shortcuts" to let people know her "full information".
And Lingna Belle's family: The original member of the Duffy family, Duffy, is actually just a toy teddy bear of Mickey Mouse, and the reason why Duffy was expanded into a family sequence is because Disney's fantasy engineer saw that many visitors in the park would buy multiple Tamiflu long-haired toys, and name each bear and change them into different clothes, which shows that tourists can still play their own unique ideas in the dream of completing the tense, if not shaken the prototype, Leaving blank space for visitors to imagine will allow them to experience another kind of happiness.
"Dreaming" is not only the space left for engineers, but also the space left for tourists. After the birth of Lingna Belle, her personality was gradually perfected by netizens: she would be spoiled, angry, and naughty, and many netizens said that they felt the fun of raising babies in Lingna Belle, which stimulated the "motherhood" of girls, and even in the New Year, they had to send a small red envelope to their little daughter Bell. In fact, they experience the joy of participating in "creation" that they cannot experience elsewhere.
This is a positive teaching material for storyless IP.
Another negative textbook with no story IP: Line Friends.
It once made a big name in South Korea, it stepped out of the overseas, it through the distinct and concise characters Brown Bear, Steamed Buns, Ke ni rabbit out of the circle, set off a wave of K-pop in the country, the offline pop-up shop has become an Internet celebrity punch card, "queued for a few hours, can only enter 20 people at a time" The words not only make people wonder how much charm there is, but also an ending of the Internet red shop unification: "Short life", from 2019 onwards, there has been news of closing physical stores around the world, and its revenue has long ceased to be brilliant.
The biggest reason for Line Friends is that after creating a story-free IP, there is no interaction with customers, no continuity of follow-up stories, and no space for people to play their imaginations, it has always been a hard handmade or soft widget. It is also human nature to like the new and dislike the old, and after everyone has aesthetic fatigue, this kind of enterprise is easily replaced by competitors of the same kind.
In the final analysis, the most important elements of IP are two points: one is a rich story background, and the other is super endurance. As long as one of these two is played to the extreme, the probability means that your IP image will be very successful. Disney as a century-old factory, full of hard work traces, the IP image into our fairy tale world is not an easy task, but when you are in the Disney park, the mentality will undergo a slight change, not only immersed in Disney's thick story background, but also let people have unlimited reverie. As Su Shi said in his poem: I don't know the true face of Lushan Mountain, only because I am in this mountain.
Reference: Disney prepares a new sales model: online orders, express delivery to home - Titanium Media
Disney not only has an amusement park, but also a great success in transforming online content - dry little jie gossip
Why do Internet giants prefer Disney? ——Heiko Finance