Jellycat’s Plush Craze: Queueing for Childish Fun, Scalpers Double Prices
Shanghai, China – The latest craze sweeping throughChina isn’t a new tech gadget or a viral dance trend. It’s Jellycat, a British brand known for its high-end plush toys. The brand’s recent pop-up shop in Shanghai has seen lines of eager customers, fueled by a desire for childish fun and a willingness topay exorbitant prices.
The hype surrounding Jellycat is evident in the presence of scalpers, who are profiting from the demand. At the pop-up shop, scalpers are offering reservation codes for entry, charging 800yuan (approximately $110) for same-day access and 300 yuan (approximately $40) for the following day.
The scalpers are also capitalizing on the limited availability of certain products, particularly theShanghai-exclusive items. A Jellycat 趣味玉兰妮娅拿铁 (Yu Lan Nia Latte) toy, originally priced at 359 yuan, is being sold for 780 yuan by scalpers. The 玉兰纸杯蛋糕巴塞罗熊 (Yu Lan CupcakeBarcelona Bear), priced at 459 yuan, is being sold for 980 yuan. The 趣味缇蒂亚茶壶 (Ti Ti Ya Teapot), which is sold out in-store, is being offered for 1400 yuan by scalpers who claim they can source it.
This price gouging begs the question: who is buying these exorbitantly priced plush toys?
The Playhouse Experience
The Jellycat CAFÉ pop-up shop, while marketed as a coffee shop, is essentially a retail space for the brand’s coffee-themed plush products. TheShanghai-exclusive items include a Yu Lan Cupcake Barcelona Bear, a teapot, teacups, a latte, and a taro cake, all priced between 359 and 459 yuan.
The shop’s unique selling point is its playhouse atmosphere. From the staff’s attire to the store’s decor and even the checkout process, everything is designed to mimic a real coffee shop.
For example, the plush toys are displayed in ovens before being baked and handed to customers. The staff interacts with customers in a playful manner, asking them about their preferred drinks and treats.This immersive experience, combined with the limited availability of the Shanghai-exclusive items, is driving the demand and fueling the scalping phenomenon.
Beyond the Hype
While the Jellycat craze might seem like a harmless trend, it raises concerns about consumer behavior and the impact of scarcity marketing. The willingness of consumers to payinflated prices for plush toys, driven by the desire for exclusivity and the playhouse experience, highlights the power of marketing and the potential for brands to capitalize on fleeting trends.
The Jellycat phenomenon also underscores the need for retailers and brands to address the issue of scalping. While it may be difficult tocompletely eliminate scalping, implementing measures like limiting purchases and offering online alternatives could help mitigate the problem and ensure that consumers are not being exploited.
Conclusion
The Jellycat craze in Shanghai is a testament to the power of marketing and the allure of exclusivity. While the childish fun of these plush toys maybe appealing, the inflated prices and the presence of scalpers raise concerns about consumer behavior and the ethical implications of scarcity marketing. As the Jellycat hype continues, it remains to be seen whether the brand can maintain its popularity and avoid falling victim to the fickle nature of trends.
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