＂Qingyu Nian 2＂ blind box became popular, but Fan Xian ＂fell out of favor＂

Text | Xiao Junran, editor | Zhang Hongyi

Produced | Business Show

Fan Xian, why did you "fall out of favor"?

With the popularity of "Qingyu Nian 2", "Business Show" observed that a craze around the characters also swept through. Among the popular characters such as Fan Xian and Lin Waner, Fan Xian "fell out of favor" because of "unpopularity", while the second prince unexpectedly became "Kyoto’s new favorite" among the characters around the IP, and the price of his blind box soared, causing heated discussions among netizens.

Many netizens joked, "Fan Xian, why did you’fall out of favor ‘?" So, what is the price logic behind the blind box explosion? What is the trend of emotional consumption?

-Business Show-1

"Celebration of the Year 2" blind box hot sale

Who became the "new favorite in Kyoto"?

With the broadcast of "Qingyu Nian 2" in the past month, the audience was not only immersed in the ups and downs of the plot, but also the peripheral products of the characters began to become a new hot topic. Especially the blind box of the second prince, with its unique charm and wonderful performance in the play, quickly became a "hot item" in the market.

According to data from Taobao, JD.com and other e-commerce platforms, as of June 5, the price of the second prince’s blind box has soared to more than 200 yuan, while Fan Xian’s blind box is priced at about 100 yuan, while Qingdi, Chen Pingping and other popular characters’ blind box prices are more affordable.

Such a price gap surprised many netizens, who said they "don’t understand".

It is worth noting that the "Business Show" found by searching major e-commerce platforms that due to the high popularity of the second prince’s blind box, there have been out-of-stock and premium prices.

In a Taobao store with the second prince in stock, the "Business Show" noticed that the price of the second prince was 217.48 yuan, the price of Fan Xian was 98 yuan, and the price of Qing Di, Chen Pingping, Wang Qinian, and Fan Ruoruo was 63.48 yuan.

Regarding the continuous increase in the price of the second prince, netizens said that it is worthy of "the first socialite in Kyoto", "It was 198 yuan the day before yesterday, and 240 yuan today."

According to the plot of Qing Yu Nian, some netizens analyzed that the pricing of the second prince’s blind box was "Versace’s idea", implying that it was a decision made by the merchant after market survey.

However, such a statement is just the speculation of netizens. After all, if there is really a market survey, why would Emperor Qing sell it for fifty or sixty yuan, and who would buy it?

Regarding the price of different blind boxes of "Qingyu Nian 2", the customer service of the online store around the genuine film and television animation told "Business Show" that the styles are different, and the prices are also different. And the prices follow the market, "Because there are more people who want the second prince during this time, the second prince ships faster, and the price is naturally the highest."

-Business Show-2

The logic behind the price

Why is the "Second Prince" so popular?

So, why is the Second Prince’s blind box so "popular"? What is the price logic behind this?

First of all, from the perspective of the plot, the second prince plays an important role in the "Celebration of More Than Years" series. His image of intelligence, wit, cunning and full of charm deeply attracted the attention of the audience. In the play, his entanglement and struggle with Fan Xian and other characters became an important driving force for the plot. Therefore, it is not surprising that the audience loves and pays attention to the second prince.

Secondly, from a market perspective, the scarcity of the second prince’s blind box is also one of the reasons for its price increase. Due to the large market demand and limited supply, the price of the second prince’s blind box has risen.

In addition, some merchants have even created market tensions through pre-sales, purchase restrictions, etc., further driving up prices.

If the current price of more than 200 yuan is calculated, buying a second prince can now buy two Fan Xian (98 yuan). Why is the second prince so expensive? A Taobao store customer service told "Business Show", "It depends on personal needs. Someone has been asking for it two days ago, and it has always been out of stock. Some customers just like the second prince very much, and they will think it is worth it."

So wait for a while, will the price drop? Some Taobao sellers told the "business show" that it is difficult to say whether the price will be reduced or not, and it is not clear whether the price will be reduced or not.

However, "Business Show" observed on Xianyu that some sellers had put up information about the second prince’s blind box for 79 yuan. According to the seller’s description of "Business Show", the second prince’s blind box in his hand can be resold at a price of 130 yuan. By modifying the official delivery address, the seller started "pre-sale" in Xianyu. He said that the second prince in his hand is from official straight hair and is expected to be shipped before June 30.

At present, Qingyu Nian 2 has come to an end, and it is still unknown when "Qingyu Nian 3" will be launched.

What is the price trend of the second prince blind box in the next month? Will the second prince blind box of 200 yuan each continue to be at a premium?

An industry insider cautioned: Wait and see. Netizen "Xiaochu" said that after being in the fiction circle for so many years, he has already figured out the market. "Once the heat has passed, the price will be pressed to the point where you doubt your life. The autograph received before 300 yuan (here is not to say Qing Yunian) can’t be sent out even if it is pressed to 100 yuan."

Some netizens said that when the popularity of this thing is over, it is estimated to be 10 yuan each. On the Internet, such remarks have attracted many supporters. They have said, "I haven’t bought it yet, and I want to wait until the popularity is over before starting."

At the same time, such remarks have also attracted opposition. "The flower shop is not closed" said that when the popularity is over, there will be many people waiting to "pick up leaks". "After all, there are so many people waiting in the comment area. It is difficult to say whether the price will be reduced by then."

-Business Show-3

Consumers pay for "heart"

"Emotional" goods become a business

The popularity of the blind box of "Qingyu Nian 2" is not an isolated case. It reflects a significant trend emerging in the current consumer market – consumers are increasingly willing to pay for "emotions".

This trend is not just about the transaction of goods, but also about consumers seeking emotional satisfaction and experience in the purchase process. This shift has made "emotional" goods a new business model with the core logic: if I think you are worth it, then you are worth it.

In recent years, many young consumers have begun to gravitate towards emotional consumption. They are willing to pay for their preferences, interests, and products and services that touch their hearts. This not only reflects their pursuit of personalized needs, but also highlights the importance of quality of life and spiritual satisfaction.

In Taobao’s 2023 product list, the inclusion of the virtual emotional product "Einstein’s Brain" is a vivid example. This product is not an actual product, but it gives consumers a unique sense of humor and social resonance. Also popular are virtual products such as "virtual mosquitoes" and "love brain removal", which satisfy consumers’ needs for emotional expression and release, and become a new way to relieve stress and anxiety.

The popularity of film and television works can often lead to hot sales of emotional goods, a phenomenon that was fully reflected when "Chen Qingling" hit the air. At that time, through IP-derived content such as merchandise, co-branded products and concerts, "Chen Qingling" not only won the love of audiences, but also achieved huge commercial success.

Taking "Chen Qing Ling" as an example, its joint lipstick is priced at 79 yuan/piece, and the monthly sales volume during the pre-sale period exceeds 6,900 pieces; while the total monthly sales volume of Wei Wuxian and Lan Wangji plush dolls priced at 259 yuan/piece is as high as 1,700 pieces, and the monthly income of these two peripheral products alone has accumulated nearly one million yuan.

In addition, tickets for the "Chen Qing Ling" national style music concert, priced from 627 yuan to 1980 yuan, were sold out within seconds of opening, once again demonstrating the strong market appeal of emotional consumption.

Inspired by the success of "Chen Qing Ling", more and more merchandise merchants, video platforms and film and television companies have begun to enter the film and television peripheral market. They make their own film and television peripheral products, actively layout sales channels, and strive to get a piece of the emotional consumption boom. For example, Tencent Video has set up a "grass field" mall in Taobao to sell products related to the platform’s hot dramas; iQIYI also sells membership and peripheral goods in its Taobao flagship store.

Nowadays, with the popularity of "Qingyu Nian 2" and the hot sales of the second prince’s blind box, it is not difficult to find that emotional consumption around film and television is gradually becoming normal. In this era, consumers pay more attention to emotional satisfaction and experience, and they are willing to pay for products and services that can touch their hearts.

Therefore, for different brands, how to capture consumers’ emotional needs and provide products and services with emotional value will become the key to future marketing.

Of course, when enjoying the pleasure brought by emotional consumption, we should also maintain a rational consumption attitude. Avoid blindly following trends and excessive consumption, and choose products that truly meet our needs and values, so that we can enjoy emotional satisfaction while maintaining financial health and stability.