By Liu Xingtong, Yangcheng Evening News reporter

　　Focus on this issue

　　Recently, regardless of whether you have followed or walked into the theme park, both the "Chuan Sha Daji" Lingna Belle, who has become the darling of celebrities, and the "Huawei" Megatron, who enjoys interacting with fans, may be both. Heard it.

As the two “new top-tiers” belonging to Shanghai Disney Resort and Beijing Universal Resort, Lina Belle and Megatron changed the way of interaction between the theme park IP and tourists, and succeeded by virtue of their distinctive fancy routes. "Out of the circle", frequent top searches have brought new hot discussions and thoughts to the industry.

　　Hotspot playback

　　According to statistics, in the past month, Lingna Belle has been on Weibo hot search nearly 20 times, and her Douyin-related videos have been played more than 200 million times.

In order to purchase the surroundings for her first release, some tourists hesitate to line up for 7 hours or even travel thousands of miles to take her home. Among Disney fans, there is even a wave of "Lina Belle theme color", even for veteran brands like Lin Yilun. Male stars have fallen for it.

The most interesting thing is that the Duffy family to which it belongs has neither animation nor movies or any literary works. Some are just simple IP personalities—Lina Belle’s personalities are "smart and keen on solving puzzles." "Little Fox", its predecessor, Star Delu, who belongs to the Duffy family, is a "dancing bunny", and the character of the family's soul "Duffy" is just a "innocent and kind little bear."

　　While many tourists are attracted by the newly opened Universal Beijing Resort and its "Broken Mouth" Megatron, Lina Belle can be said to have made Disney return to the topic on her own.

As a top-tier IP with no story but a mess, the popularity of Lingna Belle is not only from the high-value and personified "personality charm".

The industry believes that it reveals the current brand new cultural tourism IP marketing ideas that are different from the traditional ones.

　　Expert discussion

　　Topic 1

　　Why can Lina Belle, who was born and has no works, PK off Mickey Mouse and Donald Duck who have classic screen images?

What kind of new inspiration does its popularity bring to the IP construction of theme parks?

　　Topic analysis: the prosperity of trendy toys will impact the traditional model of theme park derivatives

　　Interviewee: Xiong Xiaojie (Chief Strategic Advisor of Times Cultural Tourism, well-known cultural tourism marketing expert)

　　Xiong Xiaojie:

In the past, we used to think that to create a good IP, you must first have sufficient content support, such as literature, movies, animation, etc., but the popular Lingna Belle gave another very valuable inspiration .

　　The popularity of Lina Belle is more of the success of Disney's marketing.

Lingna Belle and the earlier Star Delu are both popular derivatives of Disney recently.

These two derivatives are very different from Disney's past IP and derivatives.

One is that they are not like Mickey and Donald Duck, which are derived from Disney's film and television works. The Duffy family IP to which they belong does not have animation or movies as content support, but only simple characters; second, they are very popular.

For Lina Belle, the top star, Disney only took one month to build.

　　From the welcoming ceremony dedicated to Lina Belle, to invite many popular Disney characters as her "platform", to the launch of a series of cultural and creative derivative products, after the debut, many female stars took photos with Lina Belle presented by Disney to attract attention, "Chuan Chuan "Sadaji" related hot searches frequently topped the list, and many slogans appeared on platforms such as Douyin, Xiaohongshu, and Station B, which led to the increase in IP attention, which led to an increase in the content created by fans, all for Ling Na Belle continues to fill up the persona and provide content support, so that the new fans have the content to watch and start to "Amway" to other people...This continues to generate popularity.

　　This attempt by Disney is revolutionary, and it may fundamentally change the way in which theme park derivatives are produced around the world.

　　Looking at the theme parks around the world, in the past, from film and television IP to offline IP, from IP to derivative products, including Disney and Universal Studios, the whole world has adhered to this unchanging path, and every scenic spot is following suit, but The prosperity of the so-called trendy toys has impacted this traditional model to a large extent.

Some toys that are not blessed by film and literary works at all have quickly become popular due to breakthroughs in design and catering to the aesthetics of young people.

　　Times have changed. "Walk around" and "buy, buy and buy" have become a fusion.

The boundaries between commerce and cultural tourism are rapidly blurring. Commercial centers are increasingly becoming places for leisure and vacation, and scenic spots will increasingly become thematic commercial centers.

In the future, more and more trendy toys and design brands will enter theme parks and scenic spots, and fee-paying theme parks and scenic spots will present a richer consumption format. For the operation of various theme parks and scenic spots, consumer operations will become The most important job in the future.

　　Topic 2

　　Can Lina Belle’s success story be simply copied?

What should the role of cultural tourism IP be "out of the circle"?

　　Topic analysis: shaping the sense of reality and making IP a convincing and real friend

　　Interviewee: Gu Chaoqun (General Manager of Shanghai Xingqing Culture Communication, Expert of Cultural Tourism IP Project Planning)

　　The popularity of Lingna Belle is not entirely accidental. Look carefully, it has several basic elements of IP operation.

　　First of all, Lina Belle has a story. She comes from Disney's Duffy family. She is a fox friend Duffy met on the adventure road. She holds a magnifying glass to discover new things.

The logic behind it is: any IP cannot be just an image, it needs a basic "personal design" positioning, even if it is character shaping, firstly, it can give the audience a real sense of presence, and secondly, it can also make the IP behave in the later stage of marketing. The basis for role-playing is thus more vivid.

　　Secondly, the Duffy family itself is Disney’s popular IP. Among them, Stardoll is very popular among parent-child families and girls. It is also Disney’s customary practice for each park to have its own Duffy members, so Lina Belle is making her debut. The expectations of former fans are already very high, and the popularity is not an accident.

　　Lina Belle's "out of the circle" also has an important bonus, which is the normalization of new media and live broadcasts.

With the popularity of Douyin video and Moments, every consumer has become a communication channel.

In this process, how IP interacts with consumers is becoming more and more important. Whether Shanghai Disney’s Lina Belle or Beijing Universal Studios “Megatron”, they will give different feedbacks based on consumer interactions. Regardless of whether it is cuteness or broken mouth, consumers have a unique experience that is worth posting to personal social platforms, so they are willing to actively share and spread.

　　The popular path of Lina Belle and Megatron has inspired the local theme parks as follows: IP characters need to be out of the circle, and a few points need to be grasped: First, there must be story content, even if it is a simple character setting, let IP Becoming a convincing, real friend, including only appearing in one place and having a real timetable code of conduct, can make marketing support.

Take Jiashan Dayun’s original IP "Yunbao" as an example. It is an underground wizard who lives in Dayun and loves to eat chocolate. It makes children believe that it is a companion who grows up like them; the second is to always focus on the IP personality in marketing. And maintain consistency.

For example, "Rainbow" has the attributes of a warm male companion, and the design is around activities such as accompanying children to school on the first day, and celebrating Yunbao's birthday together on "Six Day" every year, so that everyone feels that Yunbao is truly participating in the growth of children; Finally, IP needs to actively interact with consumers.

Some IP actors often only complete photo assignments. Over time, the interaction becomes superficial and becomes a working mode. Tourists' enthusiasm for consumption will naturally decrease, thus lacking independent communication. This is an important point for domestic IP needs to be improved.

　　At present, domestic IP is gradually starting. For example, Dayun’s Yunbao is deeply loved by the locals, Fangte’s Xiongdaxiong Er, Chimelong’s White Tiger, and the Pleasant Goat in cartoons all have a certain fan base, but IP is not an overnight process. Under the phenomenon of “Top Flow”, it is inseparable from the long-term operation strategy. To nurture a successful IP, patience is required.

　　Topic 3

　　Can the popularity of "Lina Belle" last?

Under the background of the new generation leading the market consumption, how to re-examine the relationship between IP and fans

　　Topic analysis: to please young people and master the logic of IP marketing in the age of social media

　　Interviewee: Pan Jun (senior marketing expert, chief consultant of Orange Digital)

　　The popularity of Lingna Belle is a product of the Internet social media era. Just like the popular traffic stars such as SNH48 and Times Youth League, there is no support of works, but social media marketing can quickly "fire", and in a short time A large number of fans gathered inside.

　　As the "Generation Z" young people led by the post-90s and post-00s have gradually become the main consumers, creating IP in the new era requires understanding and mastering the IP marketing logic of the social media era.

　　First of all, there must be IP stories or personalities that appeal to young people, just like Lina Belle, who relies on the "Duffy family" to get out of the circle, while having her own unique personalities; secondly, it is to attract fans through social media marketing. Celebrities bring goods and other methods to create topics and gather fans; the third is to stimulate the circle effect, such as Lina Belle’s hype through the doll circle, which becomes the key to its rapid popularity; the fourth is the scarcity of production, through the out-of-stock of peripheral products, etc. Let fans have more expectations.

　　In general, an IP must have long-term vitality, and ultimately it needs more stories and works to support it, otherwise, like some traffic stars, it may be short-lived.