December 29, Shanghai Disney is again on the hot search.
It is reported that at 3:00 a.m. on the 29th, thousands of tourists in order to buy the Shanghai Disney public sale of “2021 Duffy and Friends Christmas Series Series” inventory of goods, in advance of the resort gates lined up in a long line. Because of the long queue, some people collapsed and kneeled down, shouting “I hold to urinate blood!”
What is the magic that makes the Shanghai Disney dolls so popular?
“A doll only, hard to understand”
December 29 at 3:00 am, thousands of tourists in front of the Shanghai Disney Resort long queue, everyone’s goal is very clear, is to buy “2021 Duffy and friends Christmas” series of goods.
The reporter contacted a visitor who queued up to buy the series of goods, the tourist said she arrived at Shanghai Disney at 5 a.m., but the line had already reached the subway station, snatched back to their own self-closed for 2 hours.
At the scene, even someone because of the long queue, collapsed and shouted “I hold to urinate blood”. See so many people queuing up to buy Shanghai Disney Christmas series merchandise, there are many netizens who have spit “do not understand” “a doll only”.
A large number of queuing tourists even once made Shanghai Disney tickets become hard to find.
Ms. Li (a pseudonym) originally planned to visit the park with friends on the same day, it turned out that the morning tickets on major travel platforms have long been sold out. Ms. Li said, “Not even 11 a.m., there are already many tourists carrying Disney shopping bags from inside.” Ms. Li also said that the rides in the park were not full, and many people were lined up to buy Christmas series merchandise.
For this matter, the reporter contacted the Shanghai Disney side, Shanghai Disney customer service staff said, “the number of new products is relatively small, it will be more difficult to buy. Basically, after several months the sales trend will slowly downward.” Shanghai Disney customer service also said, ” The New Year is coming soon, and there will be new products coming out. At that time, the attention of tourists who buy products will be shifted to the new New Year products, when the purchase of Duffy Christmas series goods tourists will not be as many as now.”
Subsequently, the Shanghai Disney side gave an announcement. Some industry insiders said that this scene today, I am afraid that even Shanghai Disney was not expected.
IP marketing lack of “story”?
A netizen revealed that the previously popular Duffy Bear and Star Dew were not so “out of the loop” as Lina Belle. But at the same time there is also a lot of controversies, such as repeatedly appearing “Lingna Belle under the head” and other negative hot searches.
In addition to the doll premium, there is also the Shanghai Disney park Lingna Belle dolls and tourists interact perfunctory, scalping, a large number of pirated dolls on the market and other issues.
Beijing Second Foreign Language Institute of Chinese culture and tourism industry research institute associate professor Wu Liyun said, Lingna Belle dolls premium, scalping and other issues reflect the side of its market demand is very strong, indicating that the way Disney marketing IP has been very mature. This IP building model is worth learning from other tourist attractions and theme parks in China, so as to create their own scenic IP. but some industry insiders also said that such marketing is a double-edged sword, the park should also pay attention to the visitors’ experience.
In the view of the founder of Jingjian think tank Zhou Mingqi, the current Disney new IPs are more typical, in fact, a marketing tool, and some IPs in the past are very different. Disney itself directly developed IP and implanted into the park, the cost of doing so is very low, forming an advantage, of course, this also relies on Disney’s strong international influence. However, the vitality of such IP will often be lacking, without the support of culture and media, it is difficult to be able to last. So in a short time, companies should certainly try to tap their commercial value, to create a series of marketing activities as well as peripheral products.
“In any industry, if there is enough competition in the market, the service of each enterprise will become better and better. So, on the one hand, other theme parks in China should rise to the occasion and bring some competitive pressure to Disney, so that Disney will pay more attention to the consumer experience issues. On the other hand, the majority shareholder of the owner of Shanghai Disney is Shanghai Shendi, the Chinese side in the operation and management should also play a supervisory role to protect the rights and interests of consumers.” Zhou Mingqi also said. Source