In the past weekend, many people's circle of friends were swiped by the "magic" reachable duck music box. After asking around, Xiao Li, a consumer in Shanghai, finally found a friend in Zhejiang and helped her buy a reachable duck music box. Although she didn't know when she would get it, she was finally relieved after hearing from her friend.
There are not a few consumers like Xiao Li. In the past weekend, many people's circle of friends were swiped by the "magic" reachable duck music box. Originally, KFC recently launched a children's day baokemeng joint package, and the music box is a gift toy of the package. According to KFC app, there are four kinds of children's day treasure dream toy packages, with prices of 69 yuan, 109 yuan, 73 yuan and 115 yuan respectively. Each can be given a random toy. As the set meal is limited and the toy style is given randomly, the reachable duck music box is only one of them, so there is a certain threshold to obtain.
Figure / screenshot of KFC official account
As one of the representative roles of the well-known IP treasure Kemeng, the reachable duck music box has been rapidly fermented through the network and has become another "new favorite" pursued by young consumers after Ling Na Belle and Bing Dwen Dwen. As of the evening of May 22, Beijing News shell Financial reporters saw on KFC app that many KFC stores in Beijing have not put relevant package products on the shelves. After asking KFC customer service, we learned that the reason why the package was not on the shelves may be that the supply of the package on the same day has been sold out. At 8:00 on May 23, the reporter saw on the KFC app that the relevant packages of nearby KFC stores can still be reserved, but before publishing, all the relevant packages have been sold out and taken off the shelves.
Figure / screenshot of free fish app
At present, on the second-hand platform, a large number of consumers are looking for reachable ducks. At the same time, many "scalpers" sell them at high prices, even more than 100 yuan. The shell finance reporter of Beijing News randomly asked some sellers and was told that the price of the gift had risen to 159 yuan. After complaining that the price is too high, a seller told reporters: "we have a lot of goods in our hands, and we will continue to raise the price." As of press time, nearly 1200 people have consulted the seller about the number of people hanging up to duck music boxes.
Originally a children's Day package gift, the reachable duck music box is no longer limited to children, but has attracted a large number of young consumers. The combination of duck and IP has become popular again and again. So, what kind of trendy IP do young consumers like?
According to the survey results of the national situation survey and big data research center of the Chinese Academy of Social Sciences, the designer's original IP, film and television work IP and animation image IP rank among the top three in the popularity of domestic trend toy IP. Among them, the designer's original IP score is the highest, which is 80.76%. The original IP has become the core competitiveness of tide play enterprises. However, Analysys analysts pointed out that the excellent IP in China in recent years still needs time to precipitate, and the ability to continuously launch high-quality content also needs to be strengthened. However, the market pays more attention to immediate realization and lacks long-term brewing. On the other hand, there are many and scattered IP elements, but the number of IP highlighting the domestic contemporary culture and spirit is small, and the story content and plot also need to be improved.
When consuming, product appearance has become the most important factor of concern. According to the market insight analysis of China's toy collection industry in 2021 released by Analysys, 57.44% of consumers' decision-making factors when buying trendy toys are product appearance design. When the reporter learned why consumers love reachable duck music box, in addition to loving baokemeng IP, "cute" and "cute" have become the key words fed back by many consumers.
When it comes to local trendy enterprises that attract consumers through product design, bubble mart is one of the representatives. At present, bubble mart's IP is created by cooperative artists, mature IP providers and internal design teams, and continues to expand the artist team and expand the IP library. As of June 2020, there were 12 proprietary IP addresses of bubble Mart. In 2021, the revenue of bubble mart's proprietary IP was 2.587 billion yuan, accounting for 57.6% of the total revenue and 39% of the previous year. In the first quarter of this year, the overall revenue of bubble Mart increased by 65% - 70% year-on-year.
However, in the view of insiders, the strategy of relying on image IP is often difficult to copy and needs content to support. "IP without story carrier, such as Kumamoto, Molly of bubble mart, etc. this kind of directly presented and successful image IP is the acme of design creativity, which is difficult for ordinary creatives to achieve." Chen Shaofeng, director of the academic committee of the Cultural Industry Research Institute of Peking University, said, "therefore, enterprises should not only make their own IP, but also have an accumulation between the content they do. After the accumulation of this content forms IP, it will become their own 'firewall'."
Beijing News reporter Zheng Yijia