Street babes beat Jade Barbie to lose to the Poseidon girl
According to British media reports recently, the "Mu Musume" Barbie doll has fallen into a "middle-age crisis", and its originally occupied British market is being captured by the Bratz. In the past six months, the sales volume of the company has increased by 129%. In the past six months alone, sales have reached 30 million pounds. It is estimated that the annual sales this year will reach 70 million pounds. In contrast, Barbie, who is 44 years old, has lost 20% of sales compared with last year.
"Street babes" come from 5 races
Bazi is a group of fashion dolls launched by MGA in the United States for girls aged 7-12 three years ago. They have five members, namely Yasmin, Cloe, Cameron. ), Jade and Sasha. These "street girls" changed Barbie doll's dignified and noble perfect shape. They have different skin colors, come from 5 different races, have thick boots, dress avant-garde, and are full of heat. They are "girls who love fashion" and are easily reminiscent of the image of the British super-singing singer "Spicy Girl".
"Anti-Barbie" route is popular
In terms of marketing strategy, Ba Zi is taking the “anti-Barbie†route. First of all, Pace is mainly for 7-12 year old girls, they are one of the biggest customers in the toy market, and it is also a market that Barbie has been difficult to break into. Secondly, the fashion style of Bazi is unique. They are full of thick-soled shoes, wearing tight short hot pants, pullover sweatshirts and wool vests to create a fashionable and avant-garde street girl image. In addition, the items that match the bag pose are also refreshing. For example, the spa combination and the real cosmetics combination series retail for $49.99, which attracted the attention of the girls. Even the names of these dolls symbolize cynicism and worldly wisdom, which is quite different from Barbie's elegant and dignified image.
Civilianization is easy to create a sense of identity
The height of the Pazi doll is about 2.5 cm shorter than Barbie, so the two can't be interchanged. MGA has added laser disc players, telephones and other lifestyle products to the Bazi doll series and has authorized the development of a range of Bratz brand products including bedding, sunglasses, shoes and video games to further expand the brand's popularity. In the UK, each Bazi doll is priced at £22.
The success of Pace has surprised many people. Some scholars have analyzed that a perfect image is sometimes easy to give people an unreal feeling, while Bazi makes people feel that they live by you and me. Its civilian characteristics make ordinary consumers quickly have a sense of identity.
Barbie "emotional" escapes "outdated" fate
Barbie, who has been 44 years old this year, has won the favor of women over the age of three, but after all, "beauty has been a famous person since ancient times, and no one can see the world", Barbie can not escape the fate of being outdated. In order to stimulate sales, Barbie experienced "emotional change" at the beginning of this year, and broke up with her boyfriend Kenny for many years, and turned to the arms of the surfers Brian. However, Barbie’s “emotional change†did not wait for the public’s approval.
It is reported that Barbie's manufacturer Mattel Mattel's spokesperson said that Barbie will still be connected with mothers and girls around the world. He said: "In the sales of dolls, dolls and decorations, Barbie sells 2 The 1st match against the nearest competitor, last year's total sales reached 3.6 billion US dollars, still the world's number one sales."
"Street babes" come from 5 races
Bazi is a group of fashion dolls launched by MGA in the United States for girls aged 7-12 three years ago. They have five members, namely Yasmin, Cloe, Cameron. ), Jade and Sasha. These "street girls" changed Barbie doll's dignified and noble perfect shape. They have different skin colors, come from 5 different races, have thick boots, dress avant-garde, and are full of heat. They are "girls who love fashion" and are easily reminiscent of the image of the British super-singing singer "Spicy Girl".
"Anti-Barbie" route is popular
In terms of marketing strategy, Ba Zi is taking the “anti-Barbie†route. First of all, Pace is mainly for 7-12 year old girls, they are one of the biggest customers in the toy market, and it is also a market that Barbie has been difficult to break into. Secondly, the fashion style of Bazi is unique. They are full of thick-soled shoes, wearing tight short hot pants, pullover sweatshirts and wool vests to create a fashionable and avant-garde street girl image. In addition, the items that match the bag pose are also refreshing. For example, the spa combination and the real cosmetics combination series retail for $49.99, which attracted the attention of the girls. Even the names of these dolls symbolize cynicism and worldly wisdom, which is quite different from Barbie's elegant and dignified image.
Civilianization is easy to create a sense of identity
The height of the Pazi doll is about 2.5 cm shorter than Barbie, so the two can't be interchanged. MGA has added laser disc players, telephones and other lifestyle products to the Bazi doll series and has authorized the development of a range of Bratz brand products including bedding, sunglasses, shoes and video games to further expand the brand's popularity. In the UK, each Bazi doll is priced at £22.
The success of Pace has surprised many people. Some scholars have analyzed that a perfect image is sometimes easy to give people an unreal feeling, while Bazi makes people feel that they live by you and me. Its civilian characteristics make ordinary consumers quickly have a sense of identity.
Barbie "emotional" escapes "outdated" fate
Barbie, who has been 44 years old this year, has won the favor of women over the age of three, but after all, "beauty has been a famous person since ancient times, and no one can see the world", Barbie can not escape the fate of being outdated. In order to stimulate sales, Barbie experienced "emotional change" at the beginning of this year, and broke up with her boyfriend Kenny for many years, and turned to the arms of the surfers Brian. However, Barbie’s “emotional change†did not wait for the public’s approval.
It is reported that Barbie's manufacturer Mattel Mattel's spokesperson said that Barbie will still be connected with mothers and girls around the world. He said: "In the sales of dolls, dolls and decorations, Barbie sells 2 The 1st match against the nearest competitor, last year's total sales reached 3.6 billion US dollars, still the world's number one sales."
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