Behind the popularity of Ling Nabell is another star-making plan for Disney under the background of the new era. The current popularity of fan circle culture and short videos has accelerated the spread of Ling Nabell.

Summary of this article: If you want to play with IP, it is still a "dream expert" Disney is more effective! Behind the popularity of Ling Nabell is another star-making plan for Disney under the background of the new era. The current popularity of fan circle culture and short videos has accelerated the spread of Ling Nabell. But I just got praised as a god, but I didn’t expect that I was “down” again recently. How long will this top IP be popular?

Who is the legendary "Ling Nabelle"?

has only been online for more than three months. Ling Nabelle has become the new Disney traffic leader and once defeated the number one villain of Universal Studios in Beijing, "Megatron".

The rise of Ling Nabell is a dream-making fairy tale for adult "big friends" in the context of the new era. To be precise, it is a fairy tale piled up with money!

Under the cute economy, Ling Nabelle's ability to attract money is amazing, and her strength is not inferior to that of the celebrity idols in the entertainment industry. A series of industrial chains derived from Ling Nabell are even more like the "red ocean".

Disney family ushered in the "new top stream"

was praised as the god of "Chusha Daji", and can be called the most popular female star in Pudong .

What is the origin of this little fox, Ling Nabell, that it became the top star in the entire network as soon as it was released?

In fact, before the birth of the Lingnabelle IP, Disney already had an idol group "Duffy Family", including six IP images of Duffy, Shirley Mei, Star Delu , Geradoni, Ke Qi'an, and Olemila.

On September 22, 2021, the new member of the Duffy family, the little fox "Ling Nabelle", officially debuted in Shanghai Disneyland , which is also the world's first release.

In this era of appearance that looks at faces, as a healing cute pet, Ling Nabelle is at her peak in her debut.

has the iconic pink hair and perfect facial features. The innocent big eyes are like twinkling sapphires, and a big furry tail. It is a matter of minutes to capture the hearts of fans.

In addition to having a high appearance, Ling Nabelle is even more rare to have an interesting soul and personality.

The virtual character is given a vivid character, creating an IP image full of curiosity and adventure. Coupled with a series of personification actions of Disney staff, every move is very pleasing.

When such a stupid little pink fox is swept over the screen and keeps throwing kisses to you, fans will be able to heal all unhappiness in an instant. So everyone was willing to pay for it and wanted to give Ling Nabelle "debut".

After Ling Nabell became popular, peripheral products became popular. After Ling Nabell debuted at Shanghai Disneyland, nearly 30 peripheral products were officially launched.

Ling Nabelle is located in three sales points in Shanghai Disneyland. It was officially launched at 11 o'clock on the day of the sale. At 9 o'clock in the morning, the fan army had already lined up. On that day, Ling Nabelle's plush toys and keychains were sold out.

queued for several hours but couldn't get the official release as soon as possible, so fans naturally were unwilling to give up. So Ling Nabelle also burned the market. A plush doll with a price of 219 yuan was hyped up to over 1,000 yuan, four to five times the original price. Some bloggers are even willing to ask for goods at a price of 8 to 10 times higher.

For several months, Ling Nabelle's call has been so high that fans come from all the way, and they are willing to interact for dozens of seconds after two or three hours. There are also netizens who are online "cloud-raising children", claiming to be a fan of mothers, saying, "I want to stare at her all day", "I can't watch the video for a few hours."

However, "there are many troubles" and there have been strange voices recently, and the debate over Ling Nabell's "downward" has become increasingly fierce.

For example, for example, he complained that he was a big shot and did not cooperate with fans to take a photo, but alienated female fans but took the initiative to approach male fans. When he was asked for birthday wishes by tourists, he also made a move to throw the kiss on the ground and stepped on his feet...

A large number of netizens began to criticize the lack of professional IP image, and they all said that they turned from fans to black, but another group of netizens said that they understood the hard work of the actor and did not have a perfect character!

Ling Nabelle, who was first praised by fans, was instantly pushed to the forefront of public opinion. What a familiar scene, I can’t help but think of those celebrities and internet celebrities who have been controversial because of their personal image.

can continue to be popular or be "lower". Ling Nabell's fate has swayed in the public opinion wind.

The traffic magic weapon under the cute economy

It has been so popular that a Disney IP that has been born less than half a year ago has become so popular. It has to be admitted that it is because Ling Nabelle "was born at the right time."

The "face-looking" era under the cute economy has given birth to many cute IP images with high looks, such as Pop Mart , Line Friends, Pikachu, Kumamoto , Peppa Pig, Disney's Duffy and Xingdailu, etc.

"appearance" has also become an important factor in creating popular IPs. The more cute and cute the character is, the greater the chance of becoming popular. Cute economy makes money by selling "cute", and consumers are more willing to choose IP-related products to pay for cuteness. Consumer preferences like

are actually related to human instinct. When people see these cute IP images, it is the same as seeing innocent babies, puppies shaking their heads and tails, and pink little cats... At this time, people's brains will secrete a large amount of dopamine , making people feel happy and enjoyable.

The reason why Ling Nabelle can completely conquer everyone's heart is because this energetic and cute "girl" is so cute. She not only sings birthday songs to her fans, she is full of energy when she goes to work, and jumps around while walking, so fans are crazy about Ling Nabelle.

A series of cute ecosystems are rising, and this is also closely related to the consumption upgrade of the new generation.

When the post-90s and post-00s became the backbone of consumption, the rise of the second-dimensional culture, fan circle culture, etc., and the popularity of the trendy toy collection among young people have created a good soil for the IP economy under cute culture.

#Ling Nabelle's reaction when seeing the handsome guy#, #Ling Nabelle's refutation of rumors, #Ling Nabelle's skirt# and other topics have frequently been on hot searches, and entertainment in circles has emerged.

Zhu Ling Nabelle is not only an emotional need, but also a social need.

Disney's "star-making plan"! A series of operations are similar to the entertainment industry creating topic popularity to create traffic stars, which is a unique circle culture formed by the common values, interests and hobbies of Ling Nabell fans.

Disney also has powerful marketing resources, and can easily use internet celebrities and celebrities to help. Before Disney launched its peripheral products, many celebrities posted photos of Ling Nabelle plush toys.

Ling Nabell, the "new star", is easy to gain a steady stream of popularity with such powerful traffic, and it is not difficult to become a "top star".

Since Ling Nabell was released, the online craze has never stopped. First, cute emoticons are everywhere, and then various interactive videos on the short video platform have frequently appeared on hot searches, opening up the "cloud sucking" Ling Nabelle mode on the entire network. There are even a group of bloggers who specialize in following the filming records and live broadcasting Ling Nabelle on .

Especially under the mainstream trend of short videos, it spreads quickly and has a low cost, and short videos are very in line with the utilization of fragmented entertainment time. Taking advantage of this east wind, the spread of Lingnabelle was accelerated.

The current society is under great pressure, and modern people are generally lonely. When Ling Nabelle, who is emitting pink love and shaking her big tail, is coming towards you, her energetic and cute look, and with dynamic music, such short videos are very healing.

online and offline traffic has been both fruitful. After becoming popular, Ling Nabelle not only drove the ticket sales of Disneyland , but also sold all kinds of plush dolls, pendants, shoulder bags and other peripheral products. Various pseudo-peripherals such as

mobile phone cases and masks are even more ready to move around. In order to satisfy fans' dressing and matching, some handmade merchants have even tried their best to play tricks, providing derivative doll clothing with different styles such as dresses, JK uniforms, and cloaks. There is even a hand-sewn "face modification plastic surgery" business, and a validation business on Xianyu...

Ling Nabelle can be said to have brought out a "nuggle road" by herself, allowing Disney and related derivative merchants to make a fortune.

How much money is Disney IP?

Of course, Ling Nabelle is so popular that the most profitable one is of course the "dream expert" Disney.

In the industry, Disney's IP image creation and marketing can be regarded as an industry model. If it ranks second, no one dares to rank first.

Since its birth, Disney has not only created many IPs that are popular all over the world, but has also included various world-class IPs in hand through several huge acquisitions in recent years.

According to TitleMax's 2019 statistics based on Wikipedia , 8 of the world's most profitable IPs are from Disney. is Winnie the Pooh, Mickey Mouse , Star Wars, Disney Princess, Marvel Universe, Spider-Man, Racing Story, and Toy Story.

According to relevant data statistics in 2020, the cumulative economic value of these 8 major IPs is as high as US$355.182 billion.

Disney has always been ahead of the development of IP economy. It has explored a unique IP monetization path in its early years, that is, to build a Disney theme park, which is an important part of Disney's business.

In 1955, in Anaheim, California, the world's first Disney theme park was born, and it received great praise at the time. After tasting the sweetness, Disney recognized this model and immediately launched Disneyland to cities around the world.

Shanghai Disneyland opened in 2016. According to official data, the number of tourists received in the first year of the resort opening exceeded 11 million, which shows how obsessed Chinese fans are with it.

The reason why Disney theme park can impress consumers in all regions around the world is because Disney's IP image makes this park lively, which is also Disneyland's core competitiveness. Most of these IPs are from Disney popular animations. Even after years of accumulation, they still have a lot of performance.

, and the box office revenue of these animations and movies is itself a relatively important sector in Disney's business.

From the early years of "Snow White and the Seven Dwarves", "Mickey Mouse and Donald Duck", "Winnie the Pooh" to the recent years of " Mind Travel ", " Frozen ", "Toy Story", " Zootopia ", " Flying House Travel ", and " Disney Animation has been a long and full of fine products.

Many of the classic Disney IPs we are familiar with are coming out of these classic animations, which is completely different from Ling Nabell's "coming out of nowhere".

It has to be admitted that the global epidemic trend in the past two years has caused a certain blow to the business of Disney theme parks in various places, and even classic IP cannot save the decline in the tourism sector's performance. Although the park business in some countries and regions has recovered one after another, the operating capacity has decreased significantly compared with the previous one.

For Disneyland in China, 2021 is also a critical year. Its era of monopoly on theme parks in China has officially ended and has ushered in a strong opponent.

Beijing Universal Studios officially opened in October this year. This is the third, Asia and the fifth Universal Studios theme park in the world. Its IP lineup cannot be underestimated and its popularity has not diminished since its opening.

Nowadays, there is a lot of gunpowder between Beijing Universal Studios and Shanghai Disneyland, and they are secretly competing. Fortunately, the "son of God" Ling Nabell appeared in time and won another game for Disneyland!

In addition to the theme park reception of the tourism business segment, Disney's IP authorization and derivatives retail business are the most solid and stable important sources of profit.

Many old Disney IPs still create the myth of immortality, especially the three major IPs of Winnie the Pooh, Mickey Mouse and Disney Princess. According to relevant data statistics, the economic value contributed by their authorized products exceeds 90%.

The old IP is still in its glory back then, and new IPs like Lingnabelle also rose with the trend. Sure enough, Disney is more capable in terms of playing IP economy!

"No Story" IP, how long will it last?

For a long time, Disney has built a complete value link with "content production-IP-all-round monetization": the popular animation will first bring a new IP, and Disney will then authorize the IP to various manufacturers and cooperate with major brands, and at the same time restore the IP character and movie scenes to the theme park, allowing tourists to enter an immersive fairy tale scene.

But now the times have changed, and the changes in the Internet environment have also led to the change of the logic of "star creation". It seems that the "road to create stars" has become easier, but in fact there are potential crises.

The reason why Ling Nabelle is called "a female classmate without a story" is because compared to the animation plot support of traditional Disney IP images, she did not come out of animation and movie plots.

The plot given by the official is very simple. When Disney introduced her, he only created a small story: a pink fox who likes to explore appeared in the forest with a magnifying glass, helping the lost Duffy to successfully return home, and then became a member of the "Duffy Family".

There is no complex animation production team and box office to smash it. He has embarked on a new era of "flower road" by acting cutely, and has become the C position of the Disney family after his debut.

But what will happen to Lingnabelle in the future? Is it a short-lived "short-shelf-life Internet celebrity" or a powerful figure who can continue to become popular?

, an IP without a story, really defeated the old IPs who have been working hard for many years in Disney. However, without story and plot support, it is a big controversy for Ling Nabelle to be an advantage or a defect.

Once Disney created IPs often accompanied by high-cost animation effects, and the "Duffy family" represented by Ling Nabell relies on the image itself, and the current developed social media traffic is used to boost it.

Of course, there is also a certain component of luck in it.

So there is a bad voice that believes that Ling Nabelle may find it difficult to become popular for a long time like the classic images of Mickey Mouse, Donald Duck , and Winnie the Pooh, because it lacks the support of the movie, and its spiritual connotation and memory points are relatively weak. The view of

is not completely unreasonable. For example, a series of IP images such as Brown Bear and Conitu in LINE FRIENDS, similar to the "Duffy Family", also debuted with their cute image. After being popular for a while, in recent years, due to the lack of rich content to support the personality, it has been surpassed by various new IPs, and its reputation is not as good as before.

And Xing Dailu, who is also the "Duffy Family", is often compared with Ling Nabelle. This dancer-like rabbit was born in Disneyland, Japan in April 2017 and debuted at Disneyland in Shanghai in 2018.

Like Ling Nabelle today, the little rabbit star Dailu has not appeared in any animations or movies.However, with its dreamy lavender-colored skin and innocent eyes, since its debut, it has become Disney's fastest-growing IP in recent years. According to the 2020 Disney financial report, Xingdailu is the fastest-growing product in the company's sales.

And with Ling Nabell's "airborne", Xing Dailu's fame was instantly replaced by this pink fox and became the "new idol" of thousands of girls.

So, will Ling Nabelle face the same ending when the next Disney "new star" is born?

But there is no need to be too pessimistic. With the continuous evolution of commercial IP gameplay, the paths that IP images can take are becoming more and more diversified, such as cross-border branding, IP derivatives, trendy toy blind boxes, collection-level figures, etc.

is like Pop Mart born in 2010. It has been popular for so many years and can be called a money tree Molly girl. It still has no plot elements behind it, but with the "blind box" gameplay of the core track, it has become popular all the way to listing on the Hong Kong Stock Exchange.

And now Pop Mart is unwilling to be a blind box company and will gradually develop theme parks and content business.

Ling Nabelle still has more gameplay to be explored in the context of the new era, and the value of IP character is unlimited. Even though the plot and image settings are currently being criticized for being thin, it is not impossible to force the animation market to tailor the drama version of it to gain both benefits in the future. Everyone can wait and see.

However, the current chaos in the premium of products around IP is quite serious. It is to prevent the spread of pseudo-IP products from the market and moderately balance the relationship between supply and demand and hunger marketing. This is indeed a problem that Disney should pay attention to at present.

I hope Disney can always keep its original aspirations in the future, build love with fairy tales, and then turn love into money.

Is there any real fairy tale in the real world? In fact, every child who is intoxicated by Disneyland should have an answer in his heart.

Behind the cute plush pullover, is it true that "Ling Nabelle" no longer important? Isn't it precious to protect that sincere and simple innocence and faith?

Now 66 years old Disneyland is like an old grandfather with magic, warming the childhood memories of generations.

This may also be Disney's mission: even if every child will grow up to be an adult one day, as long as Disney does not stop dreaming, then you can always believe in fairy tales and Disney.