Guangming Daily commented that thousands of people lined up to buy dolls in the early hours of Disney: what’s the point? -Disney Disney-cnBeta.COM

The latest news about thousands of people lining up to buy dolls in the early hours of the morning is that on the evening of the 29th, Shanghai Disney’s official Weibo post stated that this year’s “2021 Tamiflu and Friends Limited Products” sales event has ended. I am very sorry that it cannot meet the needs of all tourists. Shanghai Disney will continue to improve and optimize, and strive to bring more joy and better experience to everyone.

Shanghai Disney Resort

In the early morning of December 29th, tourists queued for a long time outside Shanghai Disneyland in the early morning of December 29 in order to buy the remaining products such as Stellar plush toys, Duffy, Shirley May and Stellar plush toy key ring. According to the real-time passenger flow data of Shanghai Disneyland, the passenger flow at 3 am has exceeded 5,800. A netizen posted a video saying that outside Shanghai Disneyland at 5 a.m., tourists had queued more than twice around the lake.

This is not the first time that Shanghai Disney officially apologized for this series of toys. Just half a month ago, the online reservation channel for Lina Belle’s three products was squeezed. The Shanghai Disney official stated, “For the first replenishment, the quantity is limited, and the purchase needs of most tourists and fans have not been met for the time being. ,We apologize for”.

Searching second-hand websites, it is not difficult to find that the price of this series of dolls has been several times the original price. Many second-hand sellers even adopt the method of auction due to their scarcity. Buyers are generally not the main consumer group of toys-children, but more young people.

The goods are still the same, the apology is still the same, the scalpers are still making a lot of money, the hunger marketing is still the same…

On September 29, 2021, Shanghai Disney released the new IP image “Lina Belle” in the series of Duffy Bear and Friends. After only more than three months on the line, Lingna Belle has become a new role in Disney’s traffic. Different from the previous IP marketing methods of comics and movies, publicity and distribution, and the production of derivatives, the Duffy Bear and Friends series, including Lina Belle, adopted the method of developing IP directly and implanting In the park, began selling peripheral products.

The advantage of this operation is that the cost is very low, but without the support of the story, the vitality is not easy to last after the explosion. Therefore, in a short period of time, companies must try their best to tap its commercial value and create a series of marketing activities and peripheral products. It’s not difficult for us to find that Lingna Belle has been on the line for a few months, and it has frequently been squeezed into hot searches. There are both positive hot searches of “Lina Belle, mother loves you” and “Lina Belle, mother loves you”. “Lina Belle is accused of disrespecting tourists”, “Lina Belle is down”, “Lina Belle dolls are too expensive”. But in any case, these topics with hundreds of millions of readers every now and then have supported the popularity of this series of IP.

Dolls are the objects projected by people’s spirits, emotions and emotions. Toddlers are limited by their physical characteristics and family environment, and the various emotions and emotions they are forming cannot be expressed or described. At this time, dolls that can’t speak and whose facial expressions are always the same are children’s comforting self and projections. Appropriate objects for all kinds of imagination.

However, mature and fully socialized people have projection objects around them in the real world. In the adult world, the doll still acts as such a projected object, or becomes a substitute for this projected object. The value of a doll depends on different people. The stronger the projection intention, the more recognized its value. The behavior of this small group of people drives the formation of social fashions and ethos, while others project their emotions and manifest their existence and value in this fashion and ethos.

Here, IP is just to find a reasonable basis for the original social function of the doll, so that those who own the doll have a reason to be less embarrassed. Merchants are also grasping this kind of social psychology. They are not so much playing with dolls on their hands, as they have thoroughly studied the psychology of people who play with dolls.

By extension, the “Lina Belle phenomenon” is actually another concrete manifestation of the cute economy. The cute and healing objects release people’s repressed emotions in the drastically changing society, and seem to allow people to find an escape from reality, thus generating huge economic value.

Paying for cuteness has become the only reason for the explosion of one after another. From the Starbucks Cat Claw Cup that people fight for, to the “around the Forbidden City”, which has a revenue of over 1 billion a year, they all take the cute route.

“Moe Meng Da” is not only an emotional need, but also a social need. After a series of deliberate creations by the merchants, fans who have or desire to own a certain type of dolls have formed an exclusive circle culture under the common values, interests and hobbies, which is a sense of personal security and spiritual satisfaction in the rapid economic development There are some young people who are missing, providing spiritual comfort and emotional outlets.

Behind the childization of adults, we must see the demands of young people, and try to accept and understand what young people want.

Source: Guangming Times Review

Editor in charge: Wang Zimo

Editor: Sun Xiaoting, Chang Ying, and Wang Yuanfang