"You ordered the magnolia taro cake, do you want more cream, or less?"
"A little more cream cake"
"Okay!" ……
The clerk uses tongs to pinch out a soft and cute "cake" from the cupboard, "sprays the cream" with an empty cream spray bucket one by one, and finally wraps it in a delicate blue box.
You thought it was a dessert shop?
These are actually plush toys from United Kingdom brand Jellcat. The clerk uses the method of "playing house" to increase the interactive shopping experience for consumers and provide emotional value.
As Jellycat's packaging video exploded on social media, merchandise sales surpassed Disney's for a while. Popular models such as the West Highland puppy bag, the Barcelo bear that can be dressed, and the fun bouquet are all out of stock for a long time.
Why is Jellycat so popular? How is the sales in Hangzhou?
The popular models in Hangzhou are also out of stock
During the actual visit, the reporter learned that Jellycat did not open a direct store in Hangzhou. There are only a few toy dealers who are acting for Jellycat brand toys.
On the basement floor of Hangzhou Center, at the entrance of a toy store, you can see several rows of conspicuous Jellycat pendants, and the payment is relatively complete. There are some dolls placed next to it, and the number of Bonnie rabbits of various sizes and colors is the largest.
Probably because of the weekday, when the reporter arrived at the store on the afternoon of October 15, there were not many customers in the store.
After walking around the store, I didn't find any popular Jellcat products. There is only one birthday cake doll, which is the most popular recently. "There are 5 new arrivals, and 2 have already been sold." The clerk said.
Birthday cake doll in the store Yu Qianwei/photo
The reporter consulted the clerk about the recent sales situation as a consumer. The clerk feedback: "Like the West Highland series, many people come to ask every day, but there is no goods in the entire Hangzhou area, and the competition is fierce. ”
The clerk said they also didn't know what Jellcat models would arrive each day. "It's like opening a blind box, only knowing which ones were delivered on the same day, and then notifying consumers through the company's official WeChat account."
The clerk revealed that taking advantage of the popularity of Jellycat, toy merchants in Hangzhou have also launched some marketing strategies to increase sales.
"During the National Day holiday, our other store can draw the purchase qualification of a bouquet of flowers over 300 yuan." The bouquet doll mentioned by the clerk is a Jellycat bouquet of fun flowers that has been very popular recently.
Fun Bouquet Social media screenshots
A toy store in Hangzhou's MixC posted on social media on the afternoon of October 14 that a bouquet of flowers was about to flash into the store. The store also mentioned in the comment area: members need to line up to draw the right to buy.
Compared with the toy store in Hangzhou Center, the toy store in Kerry Center is much more popular.
There are young people in the store who have come specifically to buy Jellycat.
"We buy it often, but we don't pick the hot ones we like." One customer took a few photos and left.
"The sales of Jellycat in the store are actually good, and there will be more people who come to buy them on weekends, such as the Barcelo Bear, which sells better, and is no longer in stock." The clerk said.
Customers who are shopping in the store Yu Qianwei/photo
The store has also launched a social platform with the topic of "Jellycat, plush toys and store name", and you can also get certain benefits.
"There is a lot of popularity on the Internet, and there are not a few people who follow the trend to buy." Several store assistants generally believe that the fire of Jellycat, in addition to being endowed with anthropomorphic healing emotions, is inseparable from brand marketing methods, star effect and social platform publicity.
"Playing house" style dolls became a popular urban game
The "playful" model of dolls is capturing the hearts of young people.
"XX city has its own Jellycat" seems to be becoming a new fad.
During this year's National Day holiday, the Suzhou Museum launched a hairy crab cultural and creative doll to perform "packaged hairy crabs" on the spot. In the video, the clerk "drained" several hairy crab dolls, asked customers to choose male and female, weighed them and tied them with ropes, and introduced how to cook hairy crabs.
"Packing" the big crab Screenshot of social media
After packing, the clerk will say, "Be careful of being caught." ”
"Cute and fun." The consumers above are willing to cooperate with the acting and pay for these few minutes of healing.
In addition to the immersive packaging experience, a group of people who already own Jellycat began to dress up the dolls and take them on trips to witness important moments in life.
A netizen from Zhejiang Province used Jellycat as an ornament for his engagement as an alternative to traditional food. Among the engagement banquet ornaments she posted on the Internet, she bought Jellycat watermelon, cantaloupe, cabbage and other vegetable and fruit dolls, which were soft and cute. Even the cakes and desserts were replaced with Jellycat dolls.
Netizens replied to the reason for the purchase in the comment area: "According to the engagement customs of Wenzhou, the man wants to give the woman six items such as pork, chicken, fish, longan, and red dates, and I think it is more cute to use Jellcat, which can be kept for a long time." ”
The netizens who followed the post below, the way of sending blessings is also a bit special-
A netizen who bought an eggplant doll said: "Eggplant always carries a small bag and wants to come to the banquet";
Netizens who own a bunch of seafood dolls sent "seafood balls" blessings......
Some netizens also said that the thoughts of young people now are really incomprehensible.
Related purchasing agents began to appear,
Experts warn to consume rationally
At the same time, there is a demand to buy the popular Jellycat, and there is a related purchasing business.
Jellycat doll Yu Qianwei/photo
According to a number of media reports, there are scalpers at the entrance of the Jellycat pop-up store in Shanghai who have doubled the price to sell the qualifications to enter the store, and the "reservation code" can enter 800 yuan on the same day and 300 yuan on the next day; Someone is a full-time purchaser to help buy Jellycat dolls.
The reporter consulted Shanghai, Beijing and other places as a consumer, and learned that the purchasing fee is basically 20 yuan to 100 yuan, and the postage is at your own expense.
Xiaoxing (pseudonym) is a consumer who has found a favorite doll on behalf of him.
She swiped the Barcelo bear doll posted by the star on social media.
However, Xiaoxing visited all the stores selling Jellycat in Hangzhou and had no stock. After comparing several purchasing agents, she chose a buyer in Beijing who charged an additional 20 yuan purchasing fee.
"The other party sent me a photo and asked me to choose, and I paid for it after I chose it." Xiaoxing said.
mentioned the reason for "entering the pit", Xiaoxing bluntly said that the main reason was that he saw that there were more people posting on social media, and he also wanted to buy one. As for whether there is a sense of healing, she can't say.
"In the face of a hot market and high prices from scalpers, consumers should remain rational, do not blindly follow the trend to buy, and can make decisions according to their actual needs and budget." Wang Peng, an associate researcher at the Beijing Academy of Social Sciences, reminded that while enjoying the fun of shopping, everyone should also remain rational and vigilant to ensure that their rights and interests are not harmed.
He believes that the popularity of Jellycat is the result of a combination of factors: "Factors such as unique brand positioning and product design, scenario-based marketing, limited sales and reservation mechanisms, and consumer psychological needs have stimulated the desire to buy and further boosted the popularity of the product." ”
Source: Chao News, Qianjiang Evening News