In recent days, I have heard friends and colleagues around me from time to time discussing the matter of buying official peripherals, from miHoYo to Paper, to Lingxi Interactive Entertainment and Tencent, wave after wave of "whether to buy this peripheral", and "how many orders to make" in the mouths of the people around me have turned wave after wave, and everyone's enthusiasm for buying peripherals seems to be getting higher and higher, especially the official peripherals are becoming more and more different in the hearts of players now.

In October last year, Papergames launched the new peripherals of "Love and Deep Space", and in half an hour, the sales volume sold millions, and according to player estimates, the sales exceeded 100 million in half an hour.

All of this, seven or eight years ago, was a scene that everyone had never imagined, "unsalable peripherals", "buying gifts instead of peripherals", "official players are not keen on not loving"...... This seems to be the situation around the game's official periphery in the past.

Surrounding unsalable help official

Older friends should remember that the official peripherals in the era of domestic online games were not easy to sell.

It is not uncommon for the game to officially make peripherals, from the various styles of physical point cards launched by "Fantasy Journey to the West" in the early days, many players have been inspired to collect them as related "derivative products" for the first time; In 08 years, Perfect Space opened its peripheral mall, in addition to the regular game peripherals in the mall, players can even customize their own personalized peripherals; Later, "Swordsman Romance Online Version III" also had this series of related peripherals continuously launched......

At that time, there was a wide range of merchandise types in the Perfect Time Mall, such as T-shirts, mugs, pillows, dolls, calendars, and ...... A variety of peripheral types, not far behind what is now, and can also be "customized".

But if you want to say how fanatical or sought after these game peripherals by players in the past, it is completely impossible to say, at that time when the peripheral derivatives industry itself was very ignorant, the official peripherals were all based on exploration, and the players' awareness and desire for peripheral purchases were not strong, and even the most important thing for players at that time was "practicality" rather than emotional value.

Pillows are often more popular, cup T-shirts and desk calendars are also OK, Q version of the ornaments can occasionally sprung up, three-dimensional figures have always been a little "embarrassing", as for the popular "bar", "paper", "acrylic products", at that time there were very few officials, gamers were willing to spend money to buy less, most of the officials will treat it as a welfare.

The picture is not a badge, but a "round card" of "Fantasy Journey to the West"

And there is a popular peripheral mode that is now popular, which can be regarded as the most mainstream hot sale at the time - game prop bundling.

In short, it is to buy related peripherals, which will give players in-game related props, often in the form of activation codes, which have in-game appearances, pendants and related resources, and most of them will not be sold directly in the game, but will only exist in the form of peripheral activation codes.

At that time, players bought this part of the peripherals for a big reason for the game props.

And these activation codes that are given with the peripherals are also likely to rise in price beyond the purchase price of the peripherals, for example, "Sword Network 3" has a lot of pendant activation codes that are given with the peripherals, and their purchase prices are much higher than the selling price.

"Sword Network 3" used to buy game pendants for peripheral gifts

Moreover, in the social environment at that time, it was relatively shameful to express IP attributes that were too obvious, and the frequency of IP attributes that were too obvious, especially products related to games and ACG, was far less frequent in the public eye than it is now.

Not to mention that at the time when the threshold for Internet games was high, players who could afford to play online games and buy official game peripherals had more "baggage" for the display of these IP attributes, and they could show off how much money they had charged in the game, but rarely expressed their love for IP attributes and peripherals, and the current mainstream tendency to take the emotional value provided by the peripherals as the main driving force for purchase was not popular at that time.

Peripheral scams save players

For the game figure peripherals other than the Q version,In fact, so far,It's still a little embarrassing,Although the domestic figure production line has been relatively perfect,But the uneven mold opening and finished product quality,It still makes many players want to stop talking。

Before the development of the figure production line, the game's official figure peripherals are almost the endorsement of "the goods are not right", the official promotional pictures are exquisite and beautiful, and many players have purchased them, and when the construction period is over, they get their hands on it, and the details of the promotional pictures are exactly the same, which is really difficult for players to accept.

Some officials will give compensation, but many say that the factory problem will not be resolved.

It is also the "Sword Network 3", which is developing rapidly in the surrounding area, and its sky-high price of 2388 in the early years has also faced the problem of serious "wrong goods" in shipments, which has caused a large number of players to be dissatisfied.

With the rise of the two-dimensional game later, the peripheral development is more mature, and the field of player acceptance is higher, and the game peripherals are really gradually getting started, but for the peripheral type of figures, even if it is a two-dimensional game category with natural more attribute advantages, there are not many cases of overturning, resulting in the phenomenon that players only recognize the factory and do not recognize the official for the figure peripherals.

At the same time, other peripheral types, such as T-shirts, water cups, plush toys, etc., have also had many problems such as poor official quality control, unclear printing from the foundry foundry, and poor version of plush toys.

The quality control of plush toys in the previously popular "Black Myth: Wukong" also had a rollover problem

For the production of peripheral derivatives, the game official from opening up new revenue channels, to maintaining players to improve the IP brand effect, and even at the beginning, most of the game's attempts at peripheral derivatives are not for the main purpose of profit, but to give back to players to distribute benefits, but unfortunately, on the one hand, it is due to the fact that the game official is involved in the surrounding field, its own lack of experience, on the other hand, the prospects of domestic game peripherals are not clear, and the intermediate procedures are also very complicated, which leads to the official launch of game peripherals, in addition to the different qualityThe price pricing and construction period are sometimes very unreasonable, the price is expensive, the construction period is long, and the quality control is poor, which makes even players who are interested in surrounding purchases prohibitive.

Millet economy sentimental value

Now there is a joke on the Internet, which is called if you want to scold a person for having bad photography skills, you can say "you take pictures like miHoYo".

This meme comes from miHoYo's surrounding promotional map.

In short, a large number of miHoYo's peripheral photos are very simple, and its peripheral craftsmanship is often completely invisible in its promotional photos, and sometimes even only a design drawing is placed instead of the surrounding object, which makes players who receive the peripheral and see the exquisite craftsmanship of its peripherals "angry" with its photography technology.

On the one hand, the feedback received from the surrounding areas far exceeded expectations, and on the other hand, miHoYo's peripheral industry chain is a very complete type in China, even if it is a difficult "figure" type, the quality control is relatively stable, which makes miHoYo's related peripheral derivatives can be "bought with confidence" in the eyes of players.

At the same time, after the current mainstream game peripheral derivative products have become badges, acrylic products, paper pieces, laser tickets and other products, the quality control pressure on peripheral products, in fact, game manufacturers are much smaller, with beautiful handle diagrams and qualified printing processes, generally speaking, they will not turn over too big a car.

What's more, the current game peripherals take advantage of the "millet economy", and there is also an urgent need for emotional value among contemporary young people.

Observe the current domestic sales of the best game peripheral brands,In fact, they all have a characteristic,That is, their users,They all like to pay for "love",Whether it is two-dimensional or female-oriented,Its users are mostly Generation Z young people,And the biggest driving force for its peripheral consumption,It is the expression of the character's "love",At a time when young people are paying more and more attention to self-satisfaction and emotional experience,Buy peripherals to release and obtain emotional value,It has become the mainstream of young people。

In the previous cognition, it was possible to buy "peripherals", and even pay attention to practicality, and would eat "plural", that is, there were not many people who bought repeatedly.

And in the current trend of the valley economy, the surrounding has become a kind of spiritual sustenance for users to a certain extent, this spiritual sustenance, is the need to take care of, players will strictly check the periphery for defects, will seal it well, will buy a large number of "Gu Mei" to display and set off the favorite peripherals, and at the same time, the love for the character can also be quantified by buying plural peripherals.

Source: Xiaohongshu blogger "Chocolate, I want to marry you"

Some powerful players can buy dozens or even hundreds of game badges for the same style, which is why at present, a single peripheral product can quickly break 100,000 or even millions of peripheral flagship stores such as Stacked Paper, miHoYo, Eagle Corner, etc.

At the same time, why do players make such bold and generous purchases, as well as the "scalper market" spawned by the millet economy, there are officially endorsed peripherals, the quality is clear, the rarer the quantity, the more expensive the bid, and even because the current situation of the game's official peripherals often appears to be pre-sold for half a year, even if it is an official periphery with a lot of sales, some players will get the first batch of peripherals as soon as possible, instead of waiting for the distant reproduction, they will also collect official transfer orders at a high price on the second-hand platform, which has given birth to scalpers to grab orders.

For a person who has experienced the previous oolong and bleak period of game official peripherals, and also buys new game official peripherals in the current economic trend of the valley, it is actually understandable that he is fanatical about the current game peripherals.

After everyone has accumulated enough experience, today's game peripheral products are indeed a race to arouse people's desire to buy, not to mention that after the mainstream culture began to release the signal that the game and the two-dimensional culture are willing to make it a part of the more popular attributes, the young people of Generation Z, who now have the right to speak on the Internet, have also completely got a chance to satisfy themselves.

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