Mickey Mouse is over eighty years old, and Snow White is seventy years old. The characters of Disney cartoon characters, which grew up with generations, are still being printed on a wide range of authorized products, from toys to food , Overwhelming. But there is no doubt that younger consumers need more fresh cartoon characters. For Chinese children, it is obviously more appealing to Chinese native animation images like the likes of Disney, Big Big Wolf, Blue Cat and Blue Rabbit in recent years than those old and lovely images owned by Disney. In addition to Mickey Mouse, Winnie the Pooh and Snow White three series, Disney does need to launch a newer cartoon image to consolidate their own "Cartoon Empire" status. Disney clearly noticed the challenge of this change. Guenther Hake, senior vice president and managing director at Disney Consumer Products and Home Entertainment, said in an interview that Disney's five-year plan, in addition to the preschool market's Mickey and Winnie the Pooh, the Snow White series for the girl market In addition, the series of cartoon characters targeting the boy market will be stepped up. In the meantime, Disney will also be extending retail channels up and down. With the cooperation of Guangzhou Zhongwei, the largest authorized distributor, Disney will open 500 "Toonsland" stores in the broader third and fourth tier cities. In addition, Disney's first store in China will be opened in 2012. Character extension: from girl to boy "In the Chinese market in the past five years, one of our greatest opportunities is for the princess series of girls. Five years ago we started to develop the Disney Princess series for girls, and now this series Retail sales have reached 200 million US dollars. "Han Gang said. The annual rankings of License! Global, a global authoritative industry authority magazine, show that Disney Consumer Products continued to hold the world's largest licensor in 2010 for $ 28.6 billion in retail sales. Among Disney's five business units, the Consumer Goods division has become a vital part. At the Disney Company Investor Conference in early 2011, Jay Rasulo, the company's chief financial officer, even said Disney would focus on developing a series of cartoon character strategies due to the higher return on investment in the cartoon series, which in the FY2011 would add 80 % Of resources devoted to the development of content in the Disney characters series. How to make a cartoon image continue to be a fan of generations and to maximize business value for decades? Disney owes this to the "series of images or characters" strategy, which is considered to be the biggest boost to Disney's business model force. In the Chinese market, Disney's character strategy has a clear breakdown. "According to the consumer's age, sex is divided into babies, preschools, boys, girls, teens. The baby market is Baby Mickey and Baby Pooh; The Preschool market is Mickey and Winnie the Pooh; The Girl Market is the Disney Princess series. The main racing story, the older boys dominate the Marvel, Spider-Man. This group of young people in China have a retro Mickey image. "The end of 2009, a noteworthy change is that Disney acquired a possession of Spider-Man, Iron Man, Hulk, etc. After Marvel Entertainment, a series of over 8,000 boy cartoon characters, Disney's global strategy of "series characterization" gradually moved closer to the boy market. "The boy market is not yet very mature, infiltration is not deep." Han Gang believes that the boy market is Disney found a great opportunity. "Last year we started to focus on the boy consumer market and the acquisition of Marvel has filled in our image of a group of 6-11 year old boys." In Marvel's characterization, we focus on developing the image of Spider-Man. "Disney's focus this year Racing Story. Because "Racing Story 2" will be released in August. "Disney China's management has reached a consensus on this and has plans in place for all major business units to work hard to develop this series of characters." Specific promotional tools include a short video clip of "Cars 2" and " Car 1 "movie will be broadcast on TV, Internet, DVD and other carriers. Online there are some racing stories and promotions. In addition, "Racing Story 2" will probably have more than 500 kinds of authorized products, will be listed one after another during this period. In fact, Disney's layout for this is as early as a year ago. When the shelves of these Cars were launched in August, we actually started developing these products almost fifteen months ago. Han Gang said.Nationalization Breakthrough: Loving Pleasant The traditional Disney business model is: first by film and television production of entertainment content, and then developed into a derivative consumer goods authorized theme park, etc. But in China, Disney proud of the model Has been challenged in Disney's complete industrial chain, the front-end video channel has been difficult to land in China, making the derivatives industry has been the end of the chain has become Disney's most important business in China, but the lack of the most upstream The support of film and television business, Disney's consumer products business to withstand the test due to the lack of "appearance" opportunities, Disney animation's low rate of play, its series of images are being hit by local animation brand impact.The most typical example is "Pleasant Goat and Big Big Wolf" - "Pleasant Goat," the first to achieve about 93 million yuan at the box office, the second is to reach 128 million yuan, the third is more than 150 million yuan, which is only the movie revenue, "Pleasant Goat" animation series so far Still more than 60 television stations in the country frequently broadcast now "Pleasant Goat" has 150 professors As a localization strategy, Disney has become the authorized distributor of Pleasant Global Consumer Products. Licensing costs have accounted for a quarter of Original Power's total revenue. In addition to signing a three-year television broadcast licensing contract, Disney also signed a global licensing agreement for the likes of Sheep, which is based on Disney's extensive experience in developing brand image in the consumer products and other fields to bring the story and spending of the Pleasant Goat Products bring more children and families.Disney has always emphasized its localization strategy in China.Zhang Zhizhong Walt Disney Executive Vice President and Greater China Chief Executive said: "In the next 5 years, Disney will develop more with Chinese characteristics of the local series of images, and Disney is expected that 20% of China's consumer goods revenue will come from China's domestic series of characters. In addition to introducing foreign Disney home entertainment to Chinese cinemas, Disney has chosen to make "domestically produced films" in line with local businesses. In just four years, Disney has produced three local co-production films, The Secret of the Treasure Gourd, The Panda Going Home, "and" Singing and Dancing. "But obviously, localized content production is not Disney's long term, it takes a long time to explore, and choose to work with local brands, it is more direct .Localization strategy has been listed Into Disney's five-year plan.Hang Gang told reporters that Disney plans to do the next 5 years, realized that the existing Chinese market has two growth areas: the boys series and local series. "The next five years, these two A series is the focus of our development. "In the future, will we continue to acquire other high quality animation brands and let Disney play a role as a platform for operations between brands and authorized products?" Han Gang did not reject such a statement in answering a reporter's question, but he emphasized more Is the infiltration of Disney's own brand. "Now we are focusing on the penetration of existing people deeper, rather than joining the newly acquired characters. In the development of the Chinese market, it is very important to focus. "Channel segmentation: up and down Han Gang often travel around China, just two years, he has run more than thirty cities. Impressed him is the large number of third- and fourth-tier cities in China." Mickey series in a lot of authorization Business channels have been very in-depth. We need more products for the third and fourth tier cities to withstand. For third- and fourth-tier cities, Disney is poised to open 500 Toonsland stores within three years. "More first- and second-tier cities are more differentiated than fashion brands and subtleties, with stores in third- and fourth-tier cities emphasizing functionality and simplicity. "Disney is still working with licensees." Toonsland "retail store, Disney will work with its 18-year history of Guangzhou Zhongwei daily necessities Co., Ltd. to jointly develop consumer goods for third and fourth tier cities, and change the marketing rules And management mode.The reporter noted that the company operating the official flagship store on Disney Taobao Mall in Guangzhou is also the Granville, the operating commodities include children's clothing, jewelry, toys, stationery and other categories. Authorized business model has always been Disney's independence Some join the way.Hang Gang said that in China, Disney has about 200 authorized dealers, "together with the best partners. In the eyes of industry insiders, Disney's license is known for its complexity: apparel, home appliances, toys, consumer electronics, different licensees depending on the category, a broad category that identifies multiple licensees, each licensee Responsible for the production and sale of one of the subcategories. "For example, children's apparel authorized to Zhongwei, underwear and three guns cooperation; toys are mainly Mattel; food, biscuits are Hamasaki, Dairy is and Yili. An industry source who asked not to be named said that Disney's consumer products have been in China for nearly 20 years, and its profit model is mainly authorized, and then authorized by the Disney product research and development, marketing. Disney companies charge a certain license fee and Annual sales commission. "At present all the channels in China are implemented through the licensee. Licensors not only sell their products but also design and produce them. Disney sources said in mainland China, the Disney Consumer Products Department has offline retail channels in more than 25 cities and has more than 5,000 retail outlets in the Chinese market, Disney consumer goods channels broadly divided into four types: department stores or Stores, supermarkets, wholesale markets, e-commerce.Different channels carry different functions.For example, department stores and specialty stores, the main layout in the first-tier cities, assume the function of brand building.But the wholesale market, it is to protect Disney's own brand, counterfeit goods. "In fact, in other markets, other countries do not have so many forms. The retail forms in other countries are usually two forms, the first is Disney's own store, the second is at other retail outlets, such as some clothes sold in Wal-Mart, toys sold in its toy department. This shows that in the domestic market is different from our many international markets. "Said Zhang Zhizhong, executive vice president of Greater China at Disney.During the first-tier cities, a new Disney plan is to open the first Disney franchise owned and operated directly by Disney in 2012." Once out, Disney will be guaranteed Disneyland Appeared in the downtown area of ​​first-tier cities, to provide consumers with the best consumer experience. "

Table pad description editor
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