Disney'S Fairy Tale Industry: 40% Revenue From Souvenir Sales

Disney's Fairy Tales

There is such a place that fairy tales and movies become reality.

The princess and the prince walked past you. Mickey mouse said hello to you, Castle, adventure place.

Fireworks are blooming in the blue sky.

Walt Disney's creed is that as long as there is a dream, the construction of Disney park will not stop.

On April 8th, Yu Zhengsheng, Secretary of the Shanghai Municipal Committee, announced that the official opening of the Shanghai in Shanghai.

Before this decisive speech, Disney of Shanghai has been in charge for 16 months, and the opening of Hongkong's Disney has been 5 years.

Disney's three words not only represent the dream of fairy tales, but also infinite.

According to Disney annual report 2010, the company's annual

The ticket price of Disney Park in Hongkong is 350 Hong Kong dollars, but according to statistics, per capita consumption is more than 600 Hong Kong dollars.

According to media reports, 40% of Disney's theme park's revenue comes from souvenir sales.

However, whether you are buying souvenirs at Disney park or in the exclusive stores of shopping malls, these lovely cartoon images are not from Disney.

Disney company does not produce goods, but empowers producers and distributors to produce and sell them.

So what Disney gave you is not just a fairy tale, but also a wealth dream of brand sharing.

Brand licensing has a long history.

According to Disney's 2008 annual report, the sales volume of Disney's consumer goods department reached 30 billion US dollars.

One reason for the increase in turnover is that Disney has increased its authorization to China, Brazil and other countries.

The consumer goods department is an important department of Disney company, which is responsible for brand development, marketing, authorization, publishing, games, retail, e-commerce and so on.

The Asia Pacific Office of Disney's consumer goods department is located in Shanghai.

Whether it's the mickey mouse pattern on the Roy home textile, or Vigny, a teddy bear with three shots on the underwear, the production and sale of these products require authorization from Disney and pay a certain license fee.

Brand authorization, as an important business mode of Disney, has a long history.

Walt Disney's entrepreneurial process is also full of hardships, because without money, when he was young, he had to take his father's car room as his studio and draw pictures inside.

In this difficult and unheard of years, Walter's only friend was a little mouse in the car room.

This little mouse eating bread crumbs became the prototype of Walter's paintings. She traveled through most of the world's paintings and screens and captured countless fans.

Walter and Mickey Mouse became famous.

Shortly after Mickey Mouse became famous, a furniture dealer found Walter and offered to get Mickey Mouse on his desk with a price of 300 dollars.

This is also the prototype of Disney's brand authorization.

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2 million to 5 million as Disney authorized dealer

Of course, Disney's brand authorization is now not a matter of $300 and negotiation.

Disney, head of the consumer product department, has said that to be an authorized supplier, at least two conditions must be fulfilled: at least 5 years' experience in manufacturing, distribution or retailing, and 5 years or more experience in related professional products.

Disney, now an authorized dealer, needs to pay a certain amount of royalty.

This amount is uncertain, requiring companies to negotiate with Disney himself, but the Guangdong Yubao company says the amount is usually several million yuan.

Disney, a responsible person, has also revealed in the interview that it usually ranges from 2 million yuan to 5 million yuan.

In addition, Disney can also deduct from sales revenue.

The authorization contract is usually one year or three years. If the contract expires, renegotiation needs to be renegotiated and re authorized.

At that time, the royalties usually go up.

Disney's brand licensing is classified into clothing, shoes and hats, household products, toys, electronic products and so on.

Authorized vendors apply for different authorization according to their manufacturing industry, such as authorization of toys for making toys, and water cup manufacturers apply for authorization of water cups.

The cartoon image can also be divided into different empowerment. If a manufacturer only gains the authorization of second mouse image, it cannot print Winnie bear on the product.

Lower agents do not have to join the fee.

If you do not have enough capital to obtain authorization from Disney for production and sales, there are still ways to enjoy the benefits of this brand.

According to industry experts, most dealers in China are not directly authorized from Disney.

He said that Disney, the largest authorized company in China, has two companies, Shanghai Shang Xi children's products Co., Ltd. (hereinafter referred to as Shanghai Shang XI) and a stationery company in Dongguan.

"Some dealers are authorized from these two companies.

Stationery sales are better.

Shanghai HSI has been established for two years, and has been authorized to produce, sell and sell bags, hats, headwear and suspenders of four brands including Mickey, bear, Princess and racing car.

The factory in Hefei covers an area of 53 mu, mainly producing hats and schoolbags.

Shanghai Shang Xi staff said that if they become their franchisees, they can use the Disney brand.

The way they cooperate with distributors is to give an agent to a market in a certain area, but the channels of agents are divided into shopping malls and wholesales.

Take Shenzhen as an example, there is an agent in the shopping mall channel and wholesale channel.

The agent promises a certain amount of sales to be authorized: "we will not give the market to him without a certain amount of sales."

But there is no need to pay the franchise.

The agent takes the goods from Shanghai Shang Xi place and sells it only.

The agency agreement is exclusive contract. If there are other businesses in the same market who want to open a store, they can only talk about cooperation with the agent, and then get the goods from the agency.

Disney's authorization in China was first handed over to Hongkong and Taiwan enterprises, and these enterprises set up factories in the mainland for production.

Such as Dongguan's Luding stationery products factory, the factory staff told reporters that their orders are "Hongkong company", Dongguan only production.

The product is shipped to Hongkong again, and the sales are also responsible for that. "