Wen | Zhang Shule (Columnist of People's Daily And People's Post and Telegraph, Observer of Internet and Game Industry)
The short legs of the ice pier were out of the circle, and no one expected this in advance.
Blame a Japanese journalist for frantically buying ice piers.
As a result, during the Spring Festival, Chinese pier is difficult to find.
Of course, this Japanese TELEVISION reporter Tsujioka Yoshido, whose first word is mostly unable to read Chinese, this kind of behavior of using true love powder to bring goods to the ice pier, we still have to praise.
By the way, condemning those live broadcast Internet celebrities who rely on live broadcasting to bring goods and strengthen a group of tax evaders, they let the Japanese steal the limelight and become the top Versailles masters in early 2022.
Therefore, at a time when the needs of one household and one pier are difficult to meet, the creativity of the Chinese people has been "forced" to a great extent.
Fancy homemade ice piers have become the main theme of craftsmen.
Making a homemade ice pier and throwing it on the net and easily lifting away 100,000+ is no longer a problem.
However, at the time of the Lantern Festival, how can the ice pier be made into a Lantern Festival?
Really eat a meal (pier) less (pier) Oh!
Also, remember not to sell homemade ice piers for money, otherwise it may involve infringement.
Play by yourself, it's okay...
Of course, the ice piers from the official are also struggling to replenish.
No, in addition to fluffy toys, blind boxes and other physical ice piers are still working overtime production.
Virtual ice piers have also appeared, and they are trying to use the magic of digitalization to realize the great "money-making project" of one household and one pier.
According to media reports, on the official trading platform provided by NFT issuer nWayPlay, the price of the ice pier series NFT has risen sharply, ranging from 5-20 times.
What is NFT, you don't need to know too much, is a kind of blockchain, a kind of fantasy.
So, just know that it's about giving you a digital photo, coding it (non-homogeneous tokens), and that's it.
Although this digital photo may only have several shapes such as ice pier alpine skiing, snowboarding, steel frame snowmobile, curling, ice hockey, skating, etc., and others have the same picture drops, this code is unique, you are the exclusive owner.
It sounds unreliable, but it can't stop everyone's love for the ice pier.
Thus, the magic event occurred: the media reported that as of the 15th, the lowest NFT quotation of the ice pier series was mostly about 600 US dollars, which was 6 times the offer price, and the highest transaction price was 1888 US dollars, about 18 times the offer price.
Whether you are achieving the freedom of the ice pier, or whether the wallet is light enough to fly freely, we will not comment.
Anyway, if this kind of NFT can be cheaper than a few dollars a piece, it can really make everyone quickly achieve the dream of one household and one pier.
It's just, now it seems, dreaming.
At present, this price, converted into RMB, is not less than 8888 yuan.
Don't worry, the latest report says that this NFT, which started at $99, has now been speculated to $8888.
I love ice piers, but I really can't afford them.
So, a "pier" is difficult to ask for this file, in addition to the joy of not buying it when it is disturbed and accidentally grabbed, what can it bring?
Or to be realistic, can come to money, and at present, our way of making money is still a bit cool.
Just looking at the news reports, "the flagship store has posted a warm reminder outside the door that 'plush toys, handmade, keychains, crystal balls, blind boxes are out of stock on February 9'", this sentence.
You can know that the physical ecology of the ice pier really does not have many styles to choose from.
Li Ting, a reporter from "Business School" magazine, had previously discussed the topic of ice piers with Shule.
Especially what is going on with a mound of hard work? How much economic benefit can it bring?
The answer of the poor road is actually quite true, the following hundreds of words will be more written, and you can "jump long" if you can't read it:
The market size that short-term blockbusters can stimulate is actually very limited.
There is a reason for this current popularity, that is, the lack of market estimates.
In the previous sales of various mascot cultural and creative products, there has not been a similar phenomenon, resulting in the sudden outbreak of heat, the inventory is set according to the past market norms.
However, this kind of growth, at present, the "hunger" has a greater boost, and the degree of incubation and type of IP-derived cultural and creative peripherals itself is not much, and the volume of the entire IP derivative market is not large.
Therefore, it can be regarded as an enlightenment or awakening, which will bring great catalytic effect to the market heat derived from IP cultural creation in the future, but the directly obtained economic value is short-term and will not be overexposed.
Based on the derivation of IP cultural creation under the ice pier heat, a new round of air outlet will be formed, and related manufacturers will get the opportunity to take off on the air outlet.
However, the challenge is how to tap the type of cultural creation, how to jump out of the bottleneck of the cultural and creative market that is not rich in categories such as dolls, toys, stationery, etc., and how to make manufacturers more creative to make the creativity, emotional sense and practicality of related products stronger, which will be the biggest issue in the next stage.
Does this mean that after the Winter Olympics, the ice pier will not be on fire again?
On the surface, this is indeed the case, especially for another reason: the sale of licensed goods for the Winter Olympics has a time limit, and after the End of the Winter Olympics, it will be sold until September 30, 2022.
Does this mean that September 30 is the end of the fire?
Does this mean that there will be fewer "piers" in the double eleven rush list?
Not necessarily.
It is foolish to think that IP itself has vitality, even if it is a mascot with a particularly strong event and era branding of IP, it can continue to derive and integrate through different forms, and explore different forms of expression to obtain new social value and market value.
Of course, after the event, the heat of its IP will turn cold, and how to find a new combination point in IP development, let it continue, and become a new cultural creation.
Similar to the Forbidden City Cultural Creation, it is a difficult point to combine old IP and new elements to explore new incremental markets, but a breakthrough is a growth point.
How?
For example, this year's ice pier and the classic IP Sun Wukong, Big Ear Tutu, Bear Big Bear two together on the animated movie "Our Winter Olympics".
Nowadays, such a hot ice pier may usher in overtime, but designers have to think more about how to create more peripheral products, and more stories of ice piers.
In fact, the ice piers active in the Winter Olympics are also trying to add to their own drama, not just pose.
For example, running away from home after failing to fight a snowball fight, challenging 4A actions countless times, etc., are all creating more topics to make this IP have more stories and stories that you have to tell.
All in all, as long as someone loves, they are not afraid that the ice pier will not be operated and maintained by no one.
Perhaps, this current IP top stream can really create a circle of friends of ice piers, with various fancy derivatives, in the future days and other existing and still creating IP combined, really into thousands of households, one person and one pier.
Anyway, I don't want the ice pier to become a memory after September 30, what about you?
Or to put it another way, 8888 US dollars to buy an ice pier, which can be the most expensive pier, we will rely on the ice pier to earn foreign exchange for foreigners, there is no most expensive, only more expensive.