Ling Na Bai Li-Chuansha da ji

Recently, no matter whether you have paid attention to or walked into the theme park, I'm afraid you've heard of "Chuansha da ji" Ling Nabel, who has become a star darling, and Megatron, who likes to chat with fans.

As two "new top streams" belonging to Shanghai Disney Resort and Beiying Universal Resort, Lingnabel and Megatron have changed the interaction form between theme parks IP and tourists in the past, successfully "out of the circle" by virtue of fancy routes with outstanding personality, and frequently climbed to the top for hot search, which brought new hot discussions and thoughts to the industry. (For more news, please pay attention to Yangcheng Pai pai.ycwb.com)

Shanghai Disneyland, Duffy's new friend Lingna Belle debuts/vision china

Hotspot play

According to statistics, in the past month, Lingna Belle boarded Weibo Hot Search for nearly 20 times, and her Tik Tok-related videos were played more than 200 million times. In order to buy her premiere, some tourists waited in line for seven hours or even traveled thousands of miles to pick her up. Among Disney fans, there is even a trend of "Lingnabeier theme color", and even veteran male stars like Lin Yilun are fascinated by it.

The most interesting thing is that the Duffy family to which it belongs has no animation, movies or any literary works, but only a simple IP mask-Ling nabil's mask is a "clever little fox who is keen on solving puzzles", her predecessor, Stardew of Duffy family is a "rabbit who loves dancing", and Duffy, the soul figure of the family, is just a "naive and kind bear".

Ling nabil (first from the right) and Duffy the bear.

Although many tourists are attracted by the newly opened Universal Studios Beijing and its "broken mouth" Megatron, Linnabe can make Disney a hot topic again with her own strength.

As a top IP with no story but fire, Ling Nabei's popularity is not only because of her high face value and anthropomorphic "personality charm". The insiders believe that it reveals a brand-new IP marketing idea different from the traditional one.

Lingnabeier (first from left) and her Duffy family put on the latest winter clothes to welcome the guests.

Experts are hot.

Topic 1

Why can Ling Nabei, who has no work background, use the classic screen image PK to get rid of Mickey Mouse and Donald Duck? What 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 consultant of time travel, famous tourism marketing expert)

Xiong Xiaojie: In the past, we often thought that to build a good IP, we must first have enough content support, such as literary works, movies, animation and so on. But the popular Ling Nabei gave another valuable inspiration.

The popularity of Ling Nabel is more due to the success of Disney marketing. Ling Nabei and the earlier "Stars" are the derivatives of Disney's recent popularity. These two derivatives are very different from Disney's past IP and derivatives.

First, unlike Mickey Mouse and Donald Duck, they originated from Disney's film and television works, and the Duffy family IP to which they belong has no animation or movies as content support, only simple people; Second, their popularity is very fast. It took Disney only a month to create a top star-Ling Nabei.

Lingnabeier's peripheral products triggered a snap.

From holding a welcoming ceremony specially for Ling Na Belle, inviting many popular Disney figures as its "platform" to launching a series of cultural and creative derivative products, after the launch ceremony, many female stars took photos with Ling Na Belle presented by Disney, which attracted much attention. Hot searches related to "Chuansha Collection" frequently reached the top.

Many slogans have sprung up on platforms such as Tik Tok, Little Red Book, and Bili Bili, which has promoted the improvement of IP attention, thus bringing about an increase in the content created by fans, constantly enriching the staff, providing content support for Ling nabil, giving new fans something to watch and starting to "Amway" to others ... Thus, popularity has been continuously formed.

Disney's attempt is revolutionary and may fundamentally change the production mode of theme park derivatives around the world.

Mickey Mouse Minnie, Donald Duck, Goofy and other Disney friends all have classic film and television works.

Throughout the world's theme parks, in the past, from movie IP to offline IP, from IP to derivatives, including Disney and Universal Studios, the whole world adhered to this unchanging path, and every scenic spot followed suit, but the prosperity of so-called trend toys greatly impacted this traditional model. Some toys, without the blessing of movies and literary works at all, quickly became popular because of the breakthrough in design and the catering to young people's aesthetics.

Times have changed, and "wandering around" and "buying in buy buy" have merged. The line between business and cultural tourism is rapidly blurring. Commercial centers are becoming more and more places for leisure and holiday, and scenic spots will become more and more theme commercial centers.

In the future, more and more fashion toys and design brands will enter theme parks and scenic spots, and theme parks and scenic spots with fees will present richer consumption formats. For the management of theme parks and scenic spots, the management of consumers will become the most important work in the future.

The latest peripheral products of Shanghai Disneyland

Topic 2

Can Lingnabel's success story be simply replicated? What does Lv Wen's IP role depend on?

Topic analysis: create a sense of reality and make IP a convincing true friend.

Interviewee: Gu Chaoqun (general manager of Shanghai Xingqing Culture Communication Co., Ltd., intellectual property project planning expert)

In fact, the popularity of Lingnabel is not entirely accidental. Look carefully, it has several basic elements of IP operation.

First of all, Ling Nabei has a story. She comes from the Duffy family in Disney. She is Duffy's fox friend on the adventure road, and she finds new things with a magnifying glass in her hand. The logic behind it is that any IP can't be just an image, and it needs a basic "people-oriented" positioning, even if it is characterization, which will make the audience have a real sense of existence, and secondly, make IP have the basis for action and role-playing in the later marketing, which will be more vivid.

Secondly, the Duffy family itself is Disney's popular IP, among which Stardew is deeply loved by parents, children, families and girls. It is also Disney's practice for each park to have its own Duffy members. Therefore, before Ling Nabel debuted, the expectations of fans were already high, and it was no accident that she became popular.

Shanghai Disneyland took great pains to welcome Lingna Belle.

Ling Nabel's "out of the circle" also has an important dividend, that is, the normalization of new media and live broadcast. With the popularity of Tik Tok and friends circle, every consumer has become a communication channel.

In this process, the interaction between IP and consumers becomes more and more important. Whether it's Ling Nabei in Shanghai Disneyland or Megatron in Universal Studios, consumers will give different feedback according to their interaction, whether it's cute or broken, so that consumers have a unique experience worth publishing on personal social platforms and are willing to actively share and spread it.

The popularity of Ling Nabel and Megatron has the following inspirations for local theme parks: If IP characters want to get out of the circle, they need to grasp several points: First, there must be story content, even simple character setting, so that IP can become a convincing real friend, including only appearing in one place, and there must be a real timetable code of conduct, so that marketing can be based.

Minions Party in Universal Studios Theme Park and Minions Paradise.

Take Jiashan Dayun original IP "Bao Yun" as an example. It is an underground elf who lives in Dayun, loves to eat chocolate, and makes children believe that it is a companion to accompany them when they grow up. Second, in marketing, we should always focus on IP personality and maintain consistency. For example, Bao Yun is accompanied by a warm man. Around the design, such as accompanying children to school on the first day and celebrating Bao Yun's birthday on June 1 every year, everyone thinks that Bao Yun is really participating in children's growth.

Finally, IP needs to actively interact with consumers. Some IP players often only take photos. After a long time, interaction becomes superficial and becomes a working mode, and tourists' enthusiasm for consumption will naturally decrease, thus lacking independent communication. This is an important point that domestic IP needs to be improved.

Jiashan Dayun's IP Bao Yun was portrayed as a childhood playmate, and children gathered to hold a birthday party for it.

At present, domestic IP is gradually starting. For example, Bao Yun of Dayun is deeply loved by local people. Xiong Er Bear in Fontaine, White Tiger in Chimelong and Pleasant Goat in cartoons all have a certain fan base, but IP can't be achieved overnight. Under the phenomenon of "top traffic", it is inseparable from long-term operation strategy, and it takes patience to breed a successful IP.

The latest peripheral products of Shanghai Disneyland

Theme 3

Can the popularity of "Lingnabel Style" last? Under the background of the new generation leading the market consumption, how to re-examine the relationship between ip and fans

Topic analysis: please young people and master the IP marketing logic in the social media era.

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

Lingnabel's popularity is the product of the Internet social media era. Just like SNH48, Times Youth League and other popular traffic stars, without the support of their works, they can quickly "catch fire" by social media marketing and gather a large number of fans in a short time.

With the "Z generation" young people headed by the post-90s and post-00s gradually becoming the main consumers, it is necessary to understand and master the IP marketing logic in the social media era to create a new era of IP.

Despicable my interactive breakfast in the restaurant of Universal Studios Hotel.

First of all, there must be IP stories or people's designs that please young people, just like Lingna Belle, which has its own unique people's designs while relying on the "Duffy family"; Secondly, relying on social media marketing to attract powder, creating topics and gathering fans by means of stars bringing goods; The third is to stimulate the circle effect, such as Lingnabel's hype through the doll circle, which became the key to its rapid popularity; The fourth is the scarcity of production, which can make fans have more expectations by out-of-stock peripheral products.

Generally speaking, if an IP has a long-term vitality, it will eventually need more stories and works to support it, otherwise it may be as short-lived as some traffic stars.