On December 14, “the price of Lingna Belle Doll is too outrageous” rushed to the top of microblog hot search.
Beijing Business Daily reporter found that many scalpers sold Lingna Belle Christmas dolls at a high price on the second-hand trading platform, with a maximum price of more than 6000 yuan and a premium of more than 10 times!
IP peripheral reservation purchase page
At 20:00 on December 12, it was originally the time to open the reservation channel for three products of Lingna Belle, the “Top Star” of Shanghai Disney: “regular Lingna Belle plush toys”, “2021 Christmas series Lingna Belle plush toys” and “2021 Christmas series Lingna Belle plush toy key ring”.
According to the rules announced by Shanghai Disney in advance, these three commodities are sold by online reservation + offline purchase. As long as the tourists who make a successful reservation can guarantee to buy the above three commodities, each can buy up to two.
On the evening of December 12, many netizens set alarm clocks and waited in front of the screen for the reservation channel to open. However, at the original channel opening time, many people found that the white screen of the reservation page could not be opened. When the page was opened, it showed that all appointments were full.
“second-hand” Lingna Belle can be fried up to 6000 yuan
Obviously, the negative news some time ago did not affect the sales status of “female star” Lina belle. Beijing Business Daily reporter noted that recently, the reservation channel of Lingna Belle Christmas series was opened for less than an hour, and the related products were swept away. Not only that, the reservation channel was once crowded to collapse, with a white screen for nearly 30 minutes. The vast majority of fans failed to grab their favorite surroundings. Some netizens even posted that they were willing to exchange Feitian Maotai for Lingna Belle dolls.
But at the same time, some second-hand trading platforms are full of linabelle Christmas dolls. The only difference from the official website is that their price is shocking.
Some consumers said, “they can’t buy it through formal channels, but now these second-hand platforms are full of new products for sale, and scalpers are taking the opportunity to circle money behind their backs. This is not the first time!”
The reporter of Beijing business daily noted that the selling price of Lingna Belle Christmas series hung on the second-hand trading platform generally reached more than 3000 yuan, and the highest even exceeded 6000 yuan; Some ordinary consumers with successful reservations also hang up high price sales, or even direct auction. Some scalpers engaged in purchasing around Disney revealed that the original price of dolls should be about 500 yuan. In other words, the market premium of Lingna Belle derivatives may have exceeded 10 times.
As of press time, there are still many consumers in the official microblog comment area of Shanghai Disney and Duffy. Some netizens sent screenshots saying that the customer service of Shanghai Disneyland Resort said that “scalpers are also normal tourists”.
hunger marketing “creates” living soil for yellow cattle
Lina belle is the new IP image launched by Shanghai Disneyland in the world. She has attracted a large number of fans with her lovely appearance and lively people, and the peripheral products are almost sold out as soon as they are on the shelves. Scalpers are also eyeing this cake: the original price of 219 yuan of Lingna Belle regular, scalpers directly priced at nearly 1000 yuan; The original price of 99 yuan pendant was also fried to more than 400 yuan.
“Even if you get the reservation qualification, you must go to the offline store of Shanghai Disneyland within the specified time, which is difficult for many non local fans, so you can only buy things in the hands of scalpers at a high price.” Some consumers explained.
“The flood of scalpers is not an example of Disney.” According to SUN Hao, a digital industry analyst, the imbalance between supply and demand is the fundamental reason for the emergence of scalpers. Taking Disney as an example, most IP peripherals adopt the sales mode of time limit, limited amount and purchase restriction, which makes the purchase needs of the vast majority of fans unable to be met.
Insiders call Disney’s sales method “hunger marketing”. It is precisely because too many companies and industries carry out hunger marketing that the “illusion” of short supply appears, and scalpers have a market. Zhang Xuefeng, a financial commentator, said bluntly.
Zhang Xuefeng believes that hunger marketing is very common in the process of product sales, but it can only be used as a short-term marketing means. “Hunger marketing is conducive to the product to form a topic in the short term, enhance the influence of the brand and stimulate consumers to buy, but if it is used for a long time, it will make consumers feel ‘fooled’. Once patience is exhausted, it will inevitably damage the brand reputation”.
For the relevant prevention and control measures of scalpers, the reporter of Beijing business daily contacted Shanghai Disneyland Resort. As of press time, the other party did not respond. Zhang Xuefeng said: “if the behavior of cattle disturbing the market is not done, it will not respect the majority of consumers who support the brand, but also consume their own brand reputation. Therefore, enterprises must also take action to crack down on cattle trading and standardize the whole trading market.”
Shanghai Disney responded: it will increase the replenishment quantity
deny making any hunger camp
For the problem that it is difficult to grab Lingna Belle, Shanghai Disney replied to the Shanghai Consumer Protection Commission that the current shortage of goods is due to the production bottleneck under the influence of factors such as the huge demand in the short term and the epidemic situation. Disney will continue to replenish and continue to increase the number of replenishments in the coming months.
In addition, according to surging news, Shanghai Disney said it would not create any “hunger marketing” for the “scalpers first” questioned by netizens.
Before the first replenishment on December 12, it communicated with relevant government departments to carefully formulate and optimize the sales plan, which aims to not only comply with the guidelines for epidemic prevention and control, but also follow the principles of fairness and prudence to provide purchase opportunities for tourists.
Previously, the Red Star News reporter had repeatedly called Shanghai Disney on the rampant scalpers in Lingna Belle’s second-hand market, and the other party said there was no way.
Source: Official wechat of Shanghai Disney, screenshot of second-hand trading platform, microblog, Red Star News, Shanghai Consumer Protection Commission, surging news
(Business School)
