Have you been swiped by "reachable duck" these days Recently, a silly and cute reachable duck toy appeared on the social platform. Although the shape and playing method are simple, its magical posture and lovely appearance still make everyone love it. It can be said that it is "too childish for children and just good for adults"
The magic "reachable duck" became popular and was fried for up to 100 yuan. It is difficult for the community to buy dozens of KFC packages
Text: Zhao jiaran editor: Lei zongrun reviser: Li Zhongyuan
This magical reachable duck is one of the matching toys for children's Day package launched by KFC on May 21. It can be found from its applet that you can get a random baokemeng co branded toy by purchasing a specified package ranging from 59-109 yuan, and reachable duck is one of them. Zhongxin Jingwei found that after Da Da duck became popular online, not only many KFC stores ran out of toys, but also the phenomenon of "eating on behalf of others" and hyping prices appeared in the second-hand market.
▲ screenshot of reachable duck toy video uploaded by netizens source: BiliBili
The operation of eating and purchasing on behalf of consumers has made consumers "lower their heads"
Mr. Du, who lives in Bao'an District of Shenzhen, told Zhongxin Jingwei that he ran through almost every KFC store near his home on the morning of the first day of children's Day package sale and got the answer of "up to duck out of stock". "I went to KFC twice on the 21st and 22nd and saw that there were plenty of other toys, but there was no reachable duck for a long time."
Ms. Chen went to the KFC store in Jinhua, Zhejiang Province on May 23 and learned that the reachable duck was out of stock. The next replenishment time is unknown. "The clerk said he didn't know which day there would be, and there was a limit of 10 copies, which opened at 9:30 in the morning (set meal). As soon as I saw that there was no reachable duck, I went straight away."
▲ the samples of baokemeng toys placed in KFC stores can reach duck. Picture provided by the interviewee
Searching for "reachable duck" on the social platform, you can see that netizens are divided into two groups: those who want to reach duck but don't buy it and those who get reachable duck showing off. Among them, some bloggers uploaded videos of several reachable ducks dancing together, which were suspected by netizens to be malicious rush buying, which is suspected of "scalpers". "How can I buy so much? This is a 61 gift for everyone, not for you alone!" "Put it here to buy goods?"
In order to obtain toys, it is not uncommon to buy multiple children's packages online. Zhongxin Jingwei found on the second-hand trading platform on the 24th that KFC baokemeng toys, especially the sales links of reachable duck toys, can be found everywhere. The price of reachable duck ranges from 100 yuan to 1300 yuan, and some sellers have released multiple stock photos of reachable duck. In terms of 1300 yuan, the price of toys in only one package is more than 22 times the price of the package itself (calculated at 59 yuan).
▲ screenshot source: idle fish
In addition, some people put up a sign of "eating on behalf of others" on the Internet, that is, the buyer pays for the package, and the seller eats the food in the package and mails toys. Some people say "the heat belongs to me and the toy belongs to you", while others say "it's greedy". Zhongxin Jingwei observed that the price of some substitute food has also been higher than the price of the package itself.
▲ screenshot source: idle fish
"I can accept to make a set meal with my friends in order to get toys, but if I spend the money to buy and eat on behalf of my friends, doesn't that mean I invite strangers to dinner? At the thought of this, I'm 'down' (i.e. suddenly lose interest)." Ms. Wen asked her friend in Shanghai to pay for the set meal, but she could contact her friend in Shanghai.
Zhongxin Jingwei consulted the official customer service of KFC. The customer service said that it was unclear about the toy inventory and sales policy of the store, so it was necessary to consult the specific store. Subsequently, Zhongxin Jingwei called KFC Beixinqiao store in Beijing as a consumer. The staff said that all baokemeng toys had not been replenished from the 21st to the 23rd, and had been given away on the same day. When asked whether the sales of baokemeng related packages were limited, the staff said that "if there are goods, you can buy as many packages".
Industry suggestions: treat enterprise marketing activities correctly and consume rationally
At the beginning of 2022, KFC was named and criticized by the China Consumer Association for giving a bubble mat co branded toy "dimoo" in the package, which triggered consumers to spend money to find "substitute food".
At that time, there were 7 toys matched with KFC package, which were randomly distributed in the form of blind box, of which there was a 1:72 probability of hidden toys. In order to collect toys, some consumers do not hesitate to spend 10494 yuan to buy 106 packages at one time; In addition, consumers buy "substitute food" services for "looking for children", hire people to buy substitute food packages and get blind boxes, and even throw away the endless food directly.
The China Consumer Association pointed out in the article that the fast food operated by KFC is a commodity for use within a time limit. Buying on demand and instant consumption are the characteristics of this kind of commodity. "Limited edition blind box sales is to stimulate consumption by means of 'hunger marketing', which is easy to cause consumers to spend impulsively in order to obtain limited edition blind boxes, and cause unnecessary food waste due to excessive purchase."
Less than half a year later, KFC's joint IP toys triggered another upsurge. Although there was no "hidden money", the phenomenon of eating and hyping toys was the same as at the beginning of the year.
Jiang Han, senior researcher of Pangu think tank, said in an interview with Zhongxin Jingwei that when health became the core pursuit of most Chinese people, "foreign fast food" gradually lost its development potential, so "KFC" were forced to leave their comfort zone and start cross circle marketing. It is observed that KFC has launched restricted products, which has triggered speculation and eating on behalf of others more than once or twice.
"The co branded toys similar to the current reachable duck, although they also play the role of social currency, are essentially the product of enterprise marketing activities. Consumers should remain rational and have a deep understanding of whether they need such products. If they are interested and can buy them at the right time, it is understandable to participate in the purchase; if they need to buy second-hand toys at a high price and pay people to eat on their behalf, there is little significance." Jiang Han said.