Shanghai Disney Resort and the LinaBelll Dolls: Hunger Marketing Controversy

Huijing Zeng (Beijing Normal University-Hong Kong Baptist University Joint International College, China)
Copyright: © 2023 |Pages: 194
EISBN13: 9781668491256|DOI: 10.4018/978-1-6684-4955-4.ch013
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Abstract

The LinaBell figurine has had an influential presence on social media platforms since her debut in Shanghai Disneyland in September 2021. Due to this success, the series it belongs to, the Duffy family in Shanghai Disneyland, was often in short supply of their cartoon products. This shortage from the official sales channel generated a strong demand on the secondary market where the same dolls were resold at much higher price prices, making many netizens its hunger marketing strategy. Although it has always denied such marketing practices, the online registration and offline purchase system they put in place for the 2021 Duffy and Friends Christmas Collection generated heated debate online about the hunger marketing strategy and the frustrations it engendered. Netizens criticized the fact that regular visitors could not make online reservations to purchase the products, `ticket-scalpers` took this opportunity to buy the goods and resell the products on second-hand platforms at extremely high prices, and more than 5,000 people waited in line to have a chance to buy the series.
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