Young people's "electronic ibuprofen" can cure the pain in the shopping mall, but it can't cure their own heart disease
In these days, it is really difficult for shopping malls, and it is really difficult for young people.
A Japan comic IP can make young people in Chengdu queue up all night, and pay a purchase limit of 100 yuan. This can't help but remind people of the popularity of "Litang Ding Zhen" in the past two years. But it's not so much how fragrant the IP itself is, but how "greedy" young people are.
You see, the sales reached 2.68 million in 10 hours on the first day of opening, and 20 million in 20 days. But then again, these cute gadgets are really similar to white powder - they can be addictive and can make people forget their troubles. It's just that one hurts the body and the other hurts the money.
These young people queued for 10 hours just to buy a doll, and they were hard enough. Let me say, instead of spending this time queuing, it is better to get a UGC. But people are willing to row, we can't say anything, after all, people think it's worth it. Just like someone is willing to spend a lot of money on luxury bags, young people who buy these cute things feel that this is their "luxury".
To put it bluntly, these IP products are the "electronic ibuprofen" of young people. Life is stressful, work is unsatisfactory, love is frustrated, buy a cute doll to hold, and the depression in my heart can be relieved a lot. But the problem is, this thing can cure the symptoms but not the root cause! No matter how much you buy, you still have to worry about what you should be worried about, and you have to be anxious about what you should be anxious about.
But then again, these IPs provide a "shot in the arm" for shopping malls. You see, an IP pop-up store can drive 100,000 people into the store to consume, which is stronger than inviting celebrity endorsements. But the question is, how long will this thing be popular? Today it's "Kii Kawa", tomorrow it could be "Pikachu", and the day after tomorrow it's "Hello Kitty". You can't always play flash mobs in shopping malls, right?
Besides, although these IP pop-up stores can attract popularity, can they retain popularity? Young people go in and buy dolls and leave, and they don't stop by to buy clothes or have a meal. It's the same as when you go to the hospital to see a doctor, register, see a doctor, get medicine, all in one go, and you won't go around much at all.
So, if the mall wants to rely on these IPs to "come back to life", that's thinking too much. These IPs are a "lifesaver" at best, and whether they can be caught is another matter. If you really want long-term peace and stability, you have to rely on your own hard power. Whether the environment is good or not, the service is not in place, and the goods are fresh enough, this is the fundamental.
But then again, these IPs are a wake-up call. In this era, hard power alone is not enough, there must be a bit of "soft power". You have to understand what young people think and like. Just like today's shopping malls, you can't just sell things, but also sell "feelings" and "experiences".
In the final analysis, the reason why these IP products are popular is because they can give young people a sense of "belonging". In this society, young people feel like the blue pants-headed cat Hachi, the white rice ball-like Jiyi, or the yellow rabbit Usage - small, cute, but a little helpless. So they need these dolls to get a sense of security, and they need these IPs to find "the same kind".
However, this sense of security is illusory, and this sense of belonging is short-lived. The real sense of security and belonging has to rely on yourself to break through, fight, and work hard!
Therefore, I would like to say to those young people who queue for 10 hours to buy dolls: don't just buy "electronic ibuprofen", you have to think about how to cure the root cause. Instead of spending time in line, learn a new skill; Instead of spending money on dolls, invest in yourself. After all, your future can't be supported by these cute little things!
For those shopping malls that want to rely on IP to come back to life, I also want to say: don't bet on these pop-up stores. Instead of thinking about how to rub the heat all day long, it is better to think about how to improve your core competitiveness. After all, your customers' pockets are so deep, you have to have real skills to attract them to pay for it in the long run!
Finally, I still want to say: whether it is a young person or a shopping mall, don't be too "in love". The world is changing too fast, and today's popular models may become outdated Internet celebrities tomorrow. Instead of chasing the momentary popularity, it is better to do your best in a down-to-earth manner. Only in this way can we be invincible in this rapidly changing era!
Do you think that's the reason?