Summary of Key Points
As one of the “first-generation national style trendsetters” in China’s pop culture scene, Nanci gained popularity with its unique Eastern maiden imagery and themes inspired by intangible cultural heritage and history. However, it has recently shifted away from its core national style aesthetic towards a more “cute” direction, leading to a loss of loyal fans. Meanwhile, its parent company, Ruolai, faces challenges such as chaotic pricing in distribution channels, insufficient product innovation, and a rapidly changing industry landscape. Nanci, which once competed on par with Molly, has now dropped to a secondary position and needs to overcome these difficulties to regain its footing.
Detailed Analysis
1. From National Style Trendsetter to “Cute” Casual Player? Why Does the Style Change Displease Fans?
Nanci initially became popular with its national style aesthetic. For example, the “Jinxi He Xi” series in 2019 featured historical figures like Wang Zhaojun and Li Qingzhao depicted as Eastern maidens blowing bubbles, filling a market niche and becoming a huge success. However, the proportion of national style products has decreased significantly; recent birthday limited editions now include Gothic Lolita elements, and regular blind boxes have been replaced by desserts and cute pets. Fans are dissatisfied because national style was Nanci’s distinct identity. They feel that by moving towards a more “cute” direction (which is already crowded with various adorable IPs), the brand has lost its uniqueness and disappointed its core audience. For instance, fan Tangyuan stated, “It’s not that we don’t want Nanci to change its style, but there are too few national style products now; we actually hope for better designs on birthday editions.”
2. Can Nanci Retain Its Loyal Fans? Monotonous Emotions and Surface Updates Are a Weakness
To retain fans, pop culture products need to provide a strong sense of empathy and engagement. Nanci’s previous “blowing bubbles” imagery was appealing to working professionals looking for escapism, but today’s young people seek IPs that can express their emotions (such as the popular “Ugly Fish” character, which perfectly captures a state of “half-deadly madness”). Nanci, however, consistently portrays only a “sweet, dreamy” mood, with no variation in its appearance or themes. Fans cannot relate to these images and feel their own fatigue or anxiety reflected in the products. In contrast, Molly has diversified by incorporating interactive elements like bathing and dog-walking scenes and even released an “Angry Molly” series to explore different emotions.
3. Ruolai’s Distribution Challenges: Prices Are Out of Control, Offline Stores Become Free Showrooms
Ruolai’s assembly-style houses were once a strong selling point (e.g., the “Super World” series), but the pricing system has become chaotic—online price discrepancies and frequent discounts make the original prices seem like a form of “intelligence tax.” For example, a house that costs over 100 yuan in stores can be halved with online coupons. Additionally, offline limited editions are often available at lower prices elsewhere, turning physical stores into free showrooms. As a result, consumers who see a product they like in stores go online to find cheaper options, leading to poor sales and wasted distribution costs.
4. The Pop Culture Industry Has Changed, and Nanci Hasn’t Keeping Up
Nanci’s success relied on the rarity of national style and the boom in blind boxes, but these factors no longer apply. Today:
- National style is no longer rare: Intangible cultural heritage and national style designs are common, even in university graduation projects; “cuteness” has become a basic requirement rather than a differentiating factor.
- Consumer needs have changed: People buy blind boxes for emotional connection; IPs that can express their emotions (like the “Ugly Fish”) are more popular, while Nanci’s “sweet dreams” theme is too simplistic.
- The competition is fierce: New IPs emerge daily, and Nanci’s shift to a “cute” direction puts it in a highly competitive market with no clear advantages.
5. Ruolai’s Channels Are Obsolete, and Its Cultural Branding Is Holding Back Growth
Ruolai once used channels like Chen Guang Stationery to reach primary and secondary schools (blind box pens priced between 5-15 yuan), making Nanci a part of the “childhood memories of Generation Z.” However, these channels are losing traction, while new pop culture platforms (e.g., X11, TOP TOY) are gaining momentum. Ruolai’s cultural branding as a high-end toy brand is being hindered by its association with stationery stores, and it has failed to adapt to online private sales and pop culture events.
Conclusion
Nanci’s and Ruolai’s seven-year journey reflects the transformation of the pop culture industry from growth to intense competition. Relying on past successes (national style and distribution channels) is no longer enough for success. To revive, Nanci needs to introduce more diverse emotions and stories into its products and address pricing issues in its channels. Otherwise, this seventh anniversary will just mark the beginning of a quieter period for the brand.