Where did the doll’s "banknote" ability come from

　　She Ying

　　The popularity of Lina Belle is not only natural flow, but also artificial.

It first reflects that a considerable number of young people are switching from the pursuit of cost-effectiveness to the preference for "heart-price ratio."

This embodies the functional value of trendy toys, the emotional value of fans, and the investment value of commodities. It is a common explanation of the "money" capability of new consumer products.

　　A plush doll that can't speak and move, the original price is 219 yuan, and it can be sold for 1999 yuan after changing hands, an increase of 810%!

　　What kind of doll has such a "money" ability?

The answer is Lina Belle, launched by Shanghai Disney in September 2021.

Unlike the big IPs such as Snow White and Mickey Mouse, Lingna Belle does not have any film and television dramas, but it has indeed become the "top stream" in the consumer market three months after its birth.

According to reports, on the day of the sale, more than 5,000 people lined up under the cold wind at 3 am, and some people were crying because they were unable to make purchases.

Some netizens said with emotion, "I don't understand, but I was shocked", "As a doll, as for?"

　　Before answering this question, let’s take a look at some related phenomena: On the life community app where young people gather, every note posted by Lingna Belle will attract a lot of enviable praise; on the second-hand trading website, Ling Na Belle was marked for sale at a high price. At the highest price, she bid tens of thousands of yuan. At the same time, some people accused the "scalpers" of disrupting the market and urged everyone not to buy; there were also a large number of posts exposing fakes and recommending the purchase of "flat replacements". Posts, each one has a good amount of clicks.

　　Combining these detailed analyses, Lingna Belle's popularity has both natural flow and human motivation.

It first reflects the consumption concept of a considerable number of young people, who are switching from the pursuit of cost-effectiveness to the preference for "heart-price ratio."

Baidu Index shows that the vast majority of Lina Belle's fans are young people in their 30s.

In the eyes of these consumers, a product must not only meet functional needs, but also meet emotional needs. As long as they think it is worth so much money, then it is worth so much money.

　　Driven by this force, social consumption concepts are indeed changing.

The older generation often said that "you can't eat it as good-looking", and they value practical standards such as cheapness, multiple functions, and solid materials.

However, for some of the young consumers today, cuteness, beauty, and social identity are scarce resources. They are the necessary "social currency" for walking in the circle of friends, and they can be transformed into scarce commodities that can be invested.

Recently, there is a term called "Fenniu", which refers to those who like to buy one set, and buy a few more sets and transfer them at the "market price".

This term embodies the functional value of trendy toys, the emotional value of fans, and the investment value of commodities. It is a common explanation for the ability of new consumer products to "money".

　　In recent years, Li-Ning sneakers, Starbucks cat claw cups, and Bubble Mart blind boxes have all been sought after because of their functional, emotional and asset properties; in foreign countries, every sale of certain trendy brands will trigger panic buying and second In this transaction, public reports showed that the shoe trading website StockX was valued at US$3.8 billion last year.

It can be seen that the consumption concepts of young people around the world have some things in common.

　　It can be predicted that there will be other products that will become popular along this route in the future. Disney itself has "made in the same way" around the world a number of dolls, including Star Delu, Lingna Belle, and created a Duffy family.

To be able to operate each new IP into a big star in a short time, of course, there are many ways, one of the important reasons is to grasp the mentality of young people.

Young people are the main force in the consumer market.

If other brands can learn from one or two and find the right tipping point, they can also make consumers pay for the "heart-price ratio."

　　In the face of the popularity of certain commodities, while advocating consumers to consume rationally and understanding that some people are willing to consume for their hobbies, it is also necessary to pay attention to commodities that should be priced by the market and fluctuate with supply and demand. Buyers, are they self-directed and acted and used false transactions to drive up prices to lure buyers to take orders?

When prices show signs of falling, are they left-handed and right-handed, conspiring to ask prices?

For this kind of phenomenon, if it is suspicious, should the relevant trading platforms and regulatory authorities pay close attention and be prepared to deal with and manage them in a timely manner?

After all, as the investment attributes of new consumer products become increasingly apparent, the corresponding market order also urgently needs to be improved and standardized.

At the same time, all kinds of "cottage" editions should be rectified in time.

Knowing and buying fakes infringes intellectual property rights, and knowing and selling fakes is suspected of being illegal.

"True Love Fan" should not be the object of cutting leek, nor is it a reason for infringement of intellectual property rights.

In this regard, both sellers and "fans" should be treated rationally.