Source: Bentan Finance (ID:daxiongfan)
Author: Peach
Officially authorized offline single channel sales, heat soaring, rush purchases, online channel purchasing, soaring prices... This is the same as the development path of the KFC Bubble Mart co-brand blind box that derived the daigou business a month ago.
Like the top-flow ice piers, such as tiger wing pendants are also reproducing routines such as "limited quantity, planting grass, a tiger is difficult to find, price increases, scalper purchasing" and so on.
"Many people come to our theater to ask, buy 69 yuan a single, buy Coke popcorn set plus 29 yuan can be exchanged." On the third day of the Chinese New Year, Xu Ye took his family to the nearby Wanda Cinema to watch a movie, and went straight to the fat tiger pendant with wings on the counter.
Before this, Xu Ye had been planting grass for a long time: "What I saw on Douyin and Xiaohongshu felt very cute, and with the Year of the Tiger, I wanted one." It is understood that the pendant is a peripheral product of the "I am not a fat tiger" IP of the Year of the Tiger, a total of 14 models, which will be sold in offline theaters led by Wanda from January 17.
With the blessing of the Spring Festival passenger flow, this pendant was once again planted on major social platforms.
(Wings pendant)
After planting grass, it is "difficult to find a tiger", and the price rises.
"Wanda 89 yuan a piece"
"I don't have Wanda here anymore"
"The area around Fat Tiger is out of stock"
"As soon as I saw it, I ran to the cinema in the mall, but they didn't."
This fat tiger pendant with wings is already a hot hit. This pendant is only sold online, and many offline channels show a state of out of stock. On the online e-commerce platform A treasure and the second-hand trading platform A fish, are active transactions.
The "Like a Tiger" pendant has embarked on the road of KFC Bubble Mart co-branded blind box, Lingna Belle, AJ, Building Block Bear and other predecessors of the tide play investment road.
Near the Chinese New Year's Eve, the official Weibo of "I am not a fat tiger" and the creator's Xiaohongshu account have successively released a description of the situation on the price of the pendant that has been inflated, calling on consumers to buy rationally, and said that a large number of spot goods will be listed in the official store in the next year. Subsequently, the price of offline theaters tended to be stable, and online channels were removed from shelves on a large scale and sold at reduced prices. The first piece of internet celebrity in the Year of the Tiger was played, and it was halfway muted before it was fried.
If there is no official large supply, the price increase and speculation of this "tiger adding wings" is bound to follow the past. Planting grass - limited - out of stock - purchasing - price increase, this tide to play the hype link has been tried and tested.
How did the pendant become popular? What is the role of grass planting platforms and second-hand trading platforms? What is the investment logic of Tide Play?
01 From 0 yuan to 168 yuan
"Fat Tiger wings are also too cute!" I can't stop at all."
"This little wing laughed at me to death, fanning up like a fly"
Search for "like a tiger adding wings" on social platforms such as Xiaohongshu and Douyin, and you will harvest a small fat tiger with small wings that are extremely incompatible with the round and rolling body, making a "buzzing" sound, and trying to "fly" upwards along the back pull rope.
The Ruhu Wings Pendant is a limited peripheral of the year of the tiger of the comic IP "I am not a fat tiger", and 14 peripheral products such as the Protective Tiger Coke Cup, the Daji Dali Popcorn Bucket, and the Rattle Shape Coke Cup are sold in offline theaters together.
With the Spring Festival holiday approaching, the Spring Festival movie ushered in the peak of passenger flow, and the magical tiger wing toy quickly became the first Internet celebrity tide to play in the Year of the Tiger. In the Little Red Book search for "like a tiger adding wings", there are more than 30,000 related notes. The topic of "Like a Tiger Adding Wings Pendant" has been played more than 4.55 million times.
(Little Red Book "Like a Tiger" search results)
As attention rises, so does the price.
"Watching the price rise from 29 yuan to 59 yuan, and even some places to 69 yuan, 79 yuan, away from the spectrum." Little Red Book user Lucemon Eternal wrote in a note titled "The Best Wealth Management Product in the Year of the Tiger Like a Tiger Adding Wings.".
Some netizens in the comment area said that the price of the Wanda Cinema in their area even rose to 118 yuan. On platforms such as Taobao and Idle Fish, the highest searchable price of the toy has risen to 168 yuan.
(Such as tiger wings Taobao price)
It is worth noting that the price of the nearly 6 times increase in the wings of the pendant, the initial setting is only a Coke Cup giveaway: "But now Wanda has increased the price to sell, should have been sent with Coke, not very understanding." Fat Tiger creator Bu Er Ma replied to netizens in the Little Red Book.
(Fat Tiger IP Creator Reply)
According to the official "I am not a fat tiger", as of now, the official channel of the Tiger Wing Pendant is limited to offline theaters. However, once a certain piece of tide play appears to be hot, middlemen such as grass planting platforms and e-commerce trading platforms flock to it.
According to incomplete statistics, only Taobao channels sell more than 200 related links to the pendants, and prices range from tens to hundreds of yuan. There are even some stores that are too hot to adjust the price because of the rapid rise in the popularity of the pendant, and the consumers who have placed orders claim that they are required to refund due to lack of stock, the price increase of the manufacturer, etc., and then adjust the price to re-sell.
On January 4th, KFC China's 35th anniversary KFC × Bubble Mart Dimoo was released. In just over an hour, there was a series of news that the designated packages in stores around the world had been sold out. If you want to collect a complete set of blind boxes, you need to eat at least 7 set menus, so the "99 yuan generation to eat" business came into being.
In addition, KFC blind boxes have also begun to circulate on Taobao, idle fish and other platforms, and the price has risen 8 times.
From 0 yuan to 168 yuan, it seems that with the popularity and price upward trend of the pendant, it is only a matter of time before it becomes the second "KFC bubble mart blind box".
02 Tide play hype accelerant
"Fried coins, fried shoes, fried babies, fried fat tigers"
"It's not just needed, what is there to fry?"
"Laugh to death, plastic toys can also fry flowers"
In the sound of a lot of grass, there is no shortage of doubts about the high price of this gift pendant.
From sneakers and blind boxes, to building bears, dolls, and wings pendants. Although people have never stopped for the "speculation", compared with the stock market, housing market and other investments that are clearly regulated, how is the tide play as an ordinary commodity being speculated?
Bento Finance has sorted out the representative tide play wealth management products in previous years and tried to find out the answers from them. The collation found that this "harvest history" for young people is indispensable to add fire to the link between the grass planting platform and the second-hand trading platform.
(Representative tide play wealth management products)
Judging from the discussion of related topics on the grass planting platform, most of the representative tide play wealth management products have a high degree of popularity. And the increase in their prices is related to their degree of discussion.
Take the recent all-round baton "everything can be fried" mode of the tide play building block bear as an example. As early as 2001, the Japanese company MEDICOM has launched this toy. But what really made it break through the concept of toys and become a trend investment target was 20 years later in 2021.
This stems from the fact that stars such as Chen Weiting, Kwon Ji-lung, and Chen Guanxi frequently share their collections on social platforms and trend programs, making the "bear circle" that originally had only a small number of collectors and players enter the public eye.
On the other hand, Bentan Finance found that since November 2020, bloggers on various platforms have been heavily placed in videos such as unboxing, popular science, and collection display of building block bears, with Weibo super words "Bearbrick" read more than 110 million times, and Douyin playing related to the topic 260 million times. The concept of "building block bear = trend = wealth" began to spread widely among young people, and with the rise in attention, the price of building block bears in the market also rose.
According to the Oriental Fortune Network, the joint limited edition of the building block bear and the artist KAWS, which was released in May 2015, was sold at a price of 80,000 yuan for 1,000 yuan. At the beginning of 2021, its price on the Dewu APP was 144,999 yuan, an increase of more than 80%.
From the perspective of time, the "everything can be fried" model began around 2019. In the year, MCN rose. After experiencing the storms such as platform rectification and Internet celebrity ban, high-quality content videos based on PGC/PUGC have begun to be favored by users, and more realistic trial videos have become the mainstream content of the grass planting platform. With the short video form becoming the mainstream of marketing, coupled with the traffic boost of the "celebrity + IP" combination of grass planting platform, it has brought strong purchase demand for tide play products.
Compared with the enthusiastic demand side, the "limited quantity" of the supply side has become a key factor for the second-hand trading platform to enter the market.
From the collation, it was found that the number and channels of the investment target of Chao play are limited. This restriction makes the second-hand trading platform represented by the goods and idle fish become the mainstream platform for tide play trading.
It is understood that the seller needs to pay about 50% of the deposit to the platform in the process of trading the App, and if the transaction fails, the deposit will be taken away. In the process of the transaction, the buyer only needs to pay a few tens of yuan in liquidated damages. This risk difference gives speculators room to profit.
Due to the trading mechanism of the Dewu APP to preferentially sell products with lower bids, speculators can raise the price of their own products and then buy products with lower prices. After selling their own high-priced products, cancel the low-priced orders they bought, which only need to pay a few tens of yuan in liquidated damages.
Manufacturing demand on the grass planting platform, controlling the quantity on the supply side, and catalyzing the boost of the second-hand trading platform, so that "shoe dealers" and "bear dealers" can continuously raise the price of the tide, forming a complete "planting grass - limited quantity - out of stock - purchasing - price increase" tide play speculation link.
03 Fragile tide play investment
The dominant right of tide play investment is not in the hands of grass planting platforms and second-hand trading platforms.
"The periphery of the fat tiger is only a form of the fat tiger accompanying the small partner, and the small partner should consume rationally!!!"
Near the Spring Festival, the first Internet celebrity tide of the Year of the Tiger should have taken off with the wind, but the official Weibo of "I am not a fat tiger" released news, and in the comment area, the price gouging was constantly "dismantled":
"Don't think about it, is it bad to keep money for good food?"
"How can a man covered with a fat tiger be treated like a leek?"
Two days later, Fat Tiger creator Bu Erma called the Ruhu Tianyi pendant the most confusing financial product of the year: "Ruhu Tianyi pendant is actually a cola giveaway, please consume rationally!" Friends who like this product may wish to wait for years to come. And replied to fans in the comment area that the pendant would meet the official store after the year.
With the official "dad" promising a large supply and personally stepping on the brakes, consumers began to "get down". The price peak of the pendant has not been able to break through 168 yuan, and even began to appear to be removed from the shelves and reduced prices.
"The one I bought was removed from the shelves, and many of the sellers who had collected it before were not in stock, and the prices of those who had goods were also reduced." When Xu Ye shared the pendant he saw in the theater in the WeChat group, a friend said that he started at the highest price and now watched it drop.
(Product priced at 168 has been removed)
From fried shoes and fried blind boxes to fried bears, lo skirts, cards, etc., the category continues to refresh the imagination, and the price increase of more than 1000% also means that the "everything can be fried" model is moving towards magic. However, no matter how the category and price change, the scarcity of conventional goods manufactured by the brand side through joint branding, limitation and other means is always the basic element of the establishment of the tide play hype link.
Although the brand side does not get additional benefits as a result, it will bring additional attention to the market of affordable but scarce goods, and every price change will bring them additional attention.
And once the scarcity is broken, such as the tiger wings pendant is no longer "difficult to find", it also loses the meaning of being hyped.
On the other hand, as mentioned above, the rise of tide play investment in 2019, in this year, in addition to short videos began to become the mainstream channel of marketing, Generation Z also began to become a mainstream consumer group.
According to the report "Perspective on The User Behavior of Generation Z users and keeps the product young" by Ai Media Consulting, in 2018, data from the National Bureau of Statistics showed that Generation Z accounted for about 19% of the total population of the mainland, contributing 40% of the overall consumption (Tencent's 2019 data).
Growing up in the Internet age, The Z generation, who have a superior material life and accept new things very quickly, provide impetus for the tide to play hype. For example, behind sneakers and star cards are NBA fans and sports trend enthusiasts, Lo skirts are the symbols of Lolita circles, and blind boxes and building blocks represent the trend circle layer.
Objectively speaking, what young people are looking for is only a pair of shoes, a skirt, a piece of paper, and a toy. But the special symbols behind them allow Generation Z to prove themselves different and form a social circle with a common value understanding.
According to the "Generation Z Consumption Power White Paper" survey, meeting the needs of "social, human design, and self-pleasing" is the consumption motivation of Z generation youth, and expanding the social circle, finding identity, and the satisfaction of having fun in time are all the motivations for them to consume.
That is to say, when a product has both scarcity and circle interest, then it has mastered the basic logic of becoming the target of the tide play investment.
But just as scarcity can be arbitrarily changed by the supply side, the interest in the tidal circle brought about by the grass planting platform is also a risk that is visible to the naked eye.
Gen Z is the basic driving force behind the hype logic of the tide play, which relies on the fact that Gen Z young people are extremely quick to accept new things, but they are also losing interest at the same time. According to the "Generation Z Fashion Consumption Insight Report" released by Huayang Lianzhong, the consumption concept of Generation Z is very casual and free, and the characteristics of liking the new and tired of the old are more obvious.
Before the Building Block Bear, Bubble Mart's blind box dominated the second-hand trading platform. According to idle fish data, blind box trading has grown into a market of 10 million in 2019. However, after only one year at its peak, it was replaced by a building block bear with additional attributes such as trend, wealth, and design.
There are always newer things being created, and the interest in the circle built by the grass planting platform is very fragile.
"I feel a bit of a follower, and after the end, it should not be so difficult to grab" On February 8, the topic "Beijing 3 people were punished for selling ice piers at a high price" appeared on Weibo hot search, under this news, this comment got more than 3,000 likes.
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