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The girls were dancing to Liu Genghong, the boys were watching Wang Xinling, the kids were singing The Lone Hero, and I was the only one rushing to buy a KFC children's meal, never to return. ——《The Current State of the Internet》 On May 21, KFC officially launched the Pokémon co-branded limited-edition meal for this year's Children's Day. In less than a day, the Psyduck Music Box swept the Internet with its ghostly movements, magical music, and interesting secondary creations by netizens, becoming another new favorite after Bing Dwen Dwen. It was learned that since May 23, all related packages in KFC stores have been sold out and removed from the shelves. Cross-border navigation , like 15 ▲ Video account focuses on cross-border navigation
However, this did not stop the Peppa Pig storm from sweeping across the country. A large number of consumers flocked to e-commerce platforms to buy Peppa Pig, and the transaction price continued to rise. On some second-hand platforms, Peppa Pig music boxes were even sold at sky-high prices of over a thousand yuan. It’s hard to find a duck! The premium of Pikachu Duck is as high as dozens of times! It is learned that on the 21st, the Pikachu peripherals of KFC's major offline stores were quickly sold out. Subsequently, KFC Pikachu music boxes began to appear on major e-commerce platforms. On domestic e-commerce platforms, many sellers have listed Peppa Pig music boxes, with prices ranging from 100 to 200 yuan, all higher than KFC's official prices. In addition to the relatively high-priced Peppa Pig music boxes, domestic second-hand platforms even offer customized services such as food delivery and postage from other places at high prices. Although KFC issued a friendly reminder on the mini program, stating that it does not support the practice of selling toys at high prices, the storm of buying Psyduck at high prices quickly swept across major e-commerce platforms. Not only that, the Psyduck music box has also attracted attention overseas , and the related trends of the keyword "Psyduck KFC" have skyrocketed in Japan. On Japan's second-hand trading website Mercari, the price even reached a staggering 15,999 yen (about 840 yuan) , more than ten times the original 69 yuan children's meal. It is learned that many domestic sellers have keenly sensed the business opportunity and have listed the same model of Psyduck on multiple cross-border e-commerce platforms. Currently, the starting price of a same model of Psyduck on eBay is about US$100. Made overnight! The sale of Pikachu requires authorization! According to foreign media reports, in the overseas dealer market, the price of the same model of Psyduck can reach US$200 (approximately RMB 1,335) . In addition, many domestic foreign trade factories are also rushing to produce Psyduck overnight . In a domestic online trading wholesale market, a seller has posted a product link for a Psyduck music box with a minimum order of 1,000 and a unit price of 25 yuan. However, it is also learned that "Psyduck" comes from the handheld game series "Pokemon" released by Nintendo Co., Ltd. of Japan. In August 2020, Nintendo applied for the toy trademark of "Psyduck" and successfully registered it in August 2021. Therefore, the copyright of Psyduck belongs to Nintendo Co., Ltd. Unless otherwise provided by laws and regulations, no organization or individual may use the image and name of Psyduck without authorization, or use it as part of other designs without the permission of Nintendo. We would also like to remind all sellers that if you want to sell Psyduck on e-commerce platforms, you must obtain relevant authorization before you can sell it. Otherwise, you will face the risk of being complained about infringement and having your product removed from the shelves. This is undoubtedly walking on ice. However, we also learned that it is indeed not easy to obtain authorization for large foreign IPs such as Pokémon. In addition to strict review and long cycle, this type of foreign IP authorization also requires payment of high authorization fees. Some service providers revealed that most manufacturers would adopt a method similar to "distribution" to obtain authorization at a low price: that is, they would spend high licensing fees to obtain foreign IP authorization through a third-party brand management company, and then authorize it to multiple domestic manufacturers. Although the authorization obtained in this form of "group buying" also has many restrictions, such as restrictions on sales channels, product categories, sales time, etc., compared with sellers who do not even have copyrights, this type of sales appears to be much "safer" and there is no need to worry too much about the risk of infringement and removal from the shelves. For cross-border sellers, the road to KFC's Peppa Pig music box's explosive sales is indeed difficult to replicate, but sellers can also get a glimpse of the popularity of first-tier brand marketing from its explosive popularity: 1. Use IP to create unique brand power The classic animation IP "Pokémon" that "Pokémon Duck" relies on was launched in the 1990s and is still being updated. As a collective childhood IP spanning three generations, it has a unique brand influence. When sellers are doing brand marketing, they can, on the one hand, rely on IPs that already have unique brand power to spread their products, and on the other hand, they can use time and strength to build their own IPs and create their own unique brand power. 2. Fission Marketing in Social Media Context In the final analysis, the reason why Psyduck was able to defeat Pikachu, the top Pokémon character for many years, is not only because of its magical music and weird movements, but also because of its explosive spread on social platforms. In addition to the secondary creation of emoticons , famous quotes from Internet celebrities such as "It may be a little childish for children, but just right for adults" have also emerged one after another, adding to the popularity of Psyduck's music box. For sellers, if they can make good use of social platforms to achieve fission-like dissemination during brand marketing, it will not be difficult to quickly increase brand awareness. Brand Overseas Observation focuses on all changes in brand overseas expansion and conducts in-depth research on overseas development trends. 51 original content Public Account ▲ For more updates on brands going global, please follow our official account: Brands Going Global Observation As the old saying goes, if the heaven’s ways are not trustworthy, a year cannot come to pass; if the earth’s ways are not trustworthy, plants and trees cannot grow large. Finally, I would like to remind everyone that when choosing popular IPs for sale, sellers should also pay attention to compliance sales requirements to avoid infringement and removal. Only by abiding by the rules can you achieve long-term success. What do you think about this? Welcome to discuss in the comment area~
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