It is the emotional expression and secondary creation of netizens that really make the reachable duck have the breaking circle effect "You can't ask the price now. Others have robbed all the space for you to ask." Since the establishment of a group buying group in a sealed control community in Shanghai, such a hot commodity has appeared for the first time: "you can only book 100 at a time, and the seller has the final say on the price." Even so, the first 3000 were all packed and taken away by the same buyer.
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(Xin Xiaotong, Liu Jiaxin, Wang Xinxin, Li Xuexue, editor) Yu Le
Source: semi cooked Finance
It is not the necessities of life, nor coke or Swiss rolls, but the new online red toy "reachable duck" launched by KFC package.
This cute looking duckling is a member of the dream of Japanese animation IP (intellectual property) Baoke, but its popularity is far from that of Pikachu. This time, KFC's joint brand baokemeng was originally matched with the 61 day package to buy toys, which belongs to KFC's routine operation.
I don't know who can reach the fire, Picchu, two first. The goofy expression, waving hands, and the background music of magic brainwashing soon made Keda duck occupy the minds of netizens and become another popular doll after "Bing Dwen Dwen" in 2022.
There are four kinds of KFC baokemeng joint children's Day packages, with prices ranging from 69 yuan to 109 yuan. In addition to Pikachu and reachable duck, there are also peripheral products such as suitcases and kettles.
Tuyuan netizen
However, KFC is not the first time to launch the reachable duck toy, and the reachable duck in previous years did not come out of the circle. This year, it is the secondary creation of netizens that really makes reachable duck break the circle effect and deviate from its normal development track, while what stimulates netizens' creative enthusiasm and desire to share is some characteristics of reachable duck that hit the current young people's emotions.
"The epidemic has changed the public mentality. In a more anxious and depressed environment, the reachable duck just appeared, caught up with a wave point and became a window for the public to vent their emotions." Said Jiang Hai, an associate professor and communication scholar at the University of Electronic Science and technology.
Water rises "duck" high
"Scalper" a Hao remembers that on the day when the KFC package was officially put on sale on May 21, he and his colleagues found people to eat on behalf of each other and quickly emptied the stores. "At the beginning, no one noticed the reachable duck in the package, and the purchase price was very low." But the next day, the demand for reachable ducks was out of control, and soon "one duck is hard to find".
"From the 23rd, there are basically no accessible ducks in offline stores." A Hao said that the initial batch has been digested by individual customers and cattle, and now it is processed on behalf of others on the market. "Even if it is purchasing on behalf of others, it is mostly the flicker of the OEM."
Some people once increased the price of salted fish by two or three thousand yuan to buy up to duck. Now the price has gradually stabilized. The Tiktok live studio achieved some unification first - the authentic product is 199 yuan, and the Shanzhai is 69 yuan. Even if there is a float, there will not be much difference, but most of them are not in stock, so we have to wait. The single price increase of yellow cattle in Shanghai is about 259 yuan and that in Beijing is about 280 yuan, which is basically no more than 300 yuan. Although it is more expensive, it can be sent by flash.
Guannan is trying to start at this time. She doesn't care whether what she buys is true or false. "It's not for collection, or for dazzle." She has several sets of copywriting in her mind, ready to take out "dazzle the duck".
With the phenomenon of "one duck is hard to find", a large number of second creations with reachable duck as the protagonist began to appear on the Internet.
"When I bought it, I was despised, and when I got it back, it became a new favorite." Xiao he belonged to the first group of "lucky people" who had reachable ducks. At that time, sporadic videos had been circulated on the Internet. He also tried to shoot one. The video was spread in the circle of friends on the same day.
station B Up master "cut pigeon" also grabbed two ducks on the new day. She wrote down two notes "refuse" and "go to work" on the household note paper, pasted them on the two arms of reachable duck respectively, and turned on the button. This video in less than 30 seconds has more than 1.2 million views on station B.
Among the various "second creations" of netizens, reachable duck was pasted with copywriting, put on clothes, put on different skin, and even appeared the self created images of many netizens, such as pirates of the Caribbean duck, white lady duck and so on.
Screenshot of little red book, created by netizens
Due to the high click through rate of reachable duck Related videos, the traffic is feeding back. Xiaoxue, a fashion enthusiast, said that she has friends around her who want to take short videos of traffic. She has also seen people invite short video works in the group.
The enthusiasm of netizens for creation and sharing, as well as the surge of traffic, in turn pushed up the price of reachable ducks.
Everyone has a duck in his heart
Baokemeng animation is a childhood memory of the post-90s and post-00s. It has been translated into magic baby and pet elf in China. Baokemeng game is the second best selling series of video games in the world, second only to Nintendo Super Mario series. In 2019, detective Pikachu went online, reaping a wave of emotional frenzy, applauding and selling. Li Yongpeng, a brand marketing consultant, mentioned that "reachable duck has a parent culture, so the public subconsciously has a sense of familiarity". It is also this sense of familiarity that enables many adults to return to childhood with the opportunity of June 1.
Reachable duck is not well-known to the outside world, but among baokemeng fans, reachable duck is as popular as Pikachu.
The official setting of reachable duck is baokemeng, which has only the appearance characteristics of platypus. It is always sluggish and has tiny pupils. Due to frequent headaches, Da Da duck always covers his head and melon seeds with tears in his eyes. He looks like "I don't know duck". In the animation, the reachable duck can't understand the master's instructions. As soon as it encounters a battle, it hides behind the master. It can't swim and likes to soak in hot springs. It often needs Pikachu to stand out for it.
Such an image is surprisingly likable. In 1999, when analyzing the global success of baokemeng, some media mentioned the reachable duck, calling it "looks incredibly cute"; IGN, the game platform, pointed out that the character was popular because of its confused and strange appearance.
In today's words, the reachable duck is the one that "lies flat", which is very in line with the current "funeral culture" of young people. In the context of the epidemic, this sentiment has been amplified.
The original Er Chuang video was very straightforward. "Come on and sell money", "refuse to roll in", "prohibit corruption", "strive for money" and "lie flat" are words that appear frequently. Zhao Zhao, a trendy play photographer, believes that this is a self mockery of netizens under the pressure of the overall environment, and all kinds of funny slogans are also the embodiment of the youth group's pursuit of personality.
Later, netizens began to recover the nucleic acid scene of the epidemic - reachable duck had a nucleic acid antigen test paper in one hand and a cotton swab in the other. The hands of the two ducks around him were "queuing", "receiving materials" and "queuing" and "making nucleic acid". This is similar to the "two meter distance" and "prepare your ID card in advance" played by the big horn.
Li Yongpeng believes that the emotional characteristics shown by the image of reachable duck are very important. "Without emotion, there will be no action". The audience perceives emotion in decoding, and then the mobilization of this emotion forces them to make feedback of praise and purchase, so that a drop of water arouses thousands of waves and produces a spreading communication effect.
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In addition, the dynamic music and simple rocking action of the magic duck reduce the difficulty of second creation and are easy to produce strong memory points. Li Yongpeng stressed, "only when you move can you attract attention. Only when you have a sense of rhythm and simple action can you feel that you can do it." At the same time, many consumers also reported that when they saw the action of reachable duck, they would unconsciously imitate it, "it's really decompressed".
Rao Guangxiang, an associate researcher at the Institute of semiotics and media studies of Sichuan University, thought that Da Da duck would catch fire at the first sight. "Nowadays, young people generally want to make themselves interesting and create an interesting image on social media." Rao Guangxiang said. "The image of reachable duck itself is ugly, cute and interesting, and it has strong ductility, which makes the fun personalized. There are gimmicks when uploading pictures, and the drawing rate is high."
"Er Chuang makes everyone feel that they have personality, which is very important." Rao Guangxiang said.
Are hot toys similar
From Disney "Top stream" Ling Na Belle, to the hot Bing Dwen Dwen of this year's Winter Olympics, and to today's second innovation of the whole network, can you tell us whether there are commonalities between these hot IPS?
Marketer Hou Dongxiao believes that the most important thing is "hunger marketing": rare things will be exposed to the sun. "When Bing Dwen Dwen was easy to get, few people bought it; but when people found that they could not buy it even in the queue, more people joined the queue." Xiaoxue also holds a similar view: "when everyone thinks it's fun, they can't buy it, which makes it more scarce."
The second is the extension of product power. "When a toy has only collection value, it is difficult to get out of the circle." Hou Dongxiao said. Both Ling Na Belle and Bing Dwen Dwen are played by real people, which makes this IP image vivid; Reachable duck has two innovations, breaking away from its inherent image.
Rao Guangxiang believes that from the perspective of semiotics, the key lies in how they interact with the audience and enter the audience's self-expression system. In essence, the deep-seated appeal of netizens is still to express themselves, which fuels the popularity of these toys.
However, people still think that reachable duck can not be compared with Lingna Belle and Bing Dwen Dwen. The latter two are Disney's long-term resident IP and the one with Winter Olympic elements, which are difficult to copy. The popularity of reachable duck belongs to the spontaneous behavior of netizens, and its network potential energy can not be compared with that of linabelle and Bing Dwen Dwen.
In Li Yongpeng's view, marketing time, IP symbols and promotion resources are important influencing elements for the popularity of reachable duck, while KFC's thousands of stores across the country are the basis. After people see the video and arouse interest, they can immediately meet their consumption desire as long as they go out.
In fact, this is not the first time KFC toys are on fire. Quick told us that before, the blind box jointly signed by KFC and bubble Mart was also fried to a high price in the secondary market. "It's 100 to 200 yuan, and the second-hand price of at least one hot dimoo (bubble mart's own IP) is really high." But this can't be compared with thousands of reachable ducks on second-hand platforms.
A Hao has been following KFC toys for a long time and has his own experience. "Of the several toys KFC produces, one will certainly sell better than the others. As for which one, it depends on who is more magical." Ah Hao took a fancy to the reachable duck in the set meal. He shook his left and right hands and brainwashed BGM (background music). Sure enough, more and more people dried the duck.
Even so, people are not optimistic about the future of reachable duck. Jiang Hai believes that this belongs to "the trend of fragmentation, which is fleeting and easy to pass." A Hao also told us that Da Da duck "won't last long, up to half a month." At present, scalpers basically receive orders quantitatively and do not stock up in case of unsalable goods.
After all, the venting of virtual network is only temporary, and people still have to return to life.