Mickey Mouse Extends The Value Chain To Become A Luxury Brand.

Mickey Mouse is 80 years old in November 18th, Mickey Mouse is never old, but Mickey Mouse's family - Walter Disney is quietly trying to make some changes.

The company has started selling $3900, a wedding dress designed by professional designers - certainly no cartoon style.

Six years ago, Disney's most expensive garment was a cotton Pullover of 75 dollars and a piece, with the famous Mickey Mouse head on it.

Magic Kingdom, Florida, Orlando also has an internal business rule: all the household products must have at least one Disney cartoon character. They sell a $65 pillow for the children of Pluto. The Winnie bear night lamp is 9.95 yuan.

These products are still Disney's hot promotional products, but the company has started selling 3900 dollars of wedding dresses designed by professional designers - of course, there will never be cartoon shapes on them.

There is also a lady's cashmere cashmere sweater, which is said to be inspired by the fairy Tinker Bell in the cartoon movie Peter Pan.

The interior decoration series also introduced a $2800 leather armchair and a $6000 chandelier. It is said to have been modeled on the Art Deco style chandelier in his earlier office in Disney.

In addition, they have launched a new product: premium soap.

Please pay attention!

Lifestyle brand Disney came on stage.

Customers may be surprised, so how can a product with a very high price and no trace of mouse marks come from the same company as the TV series "the Hannah Montana" (Hannah) or the sings of a Chihuahua.

Some commodities also have obvious signs of cartoon characters. Others need to chase shadows to see some animated cartoons or the shadow of theme parks.

Sometimes the only link with Disney is the product label.

Lindsay Lindsay Bern, the makeup artist of Smashbox Cosmetics cosmetics company, is very fond of a lavender and silver handbag. When her friend just gave it to her as a gift, she was busy with it.

Later, on an airplane, the stewardess praised her "Alice in Wonderland" package.

"I thought, wasn't she crazy?

But when I looked at the bag again, I realized that there was indeed an imperceptible Alice hiding in the design of the bag.

Said Miss Bourne.

Disney brand is undoubtedly one of the most powerful brands in the world. The concept of brand implies quality and creativity, but there is also a strong sense of popular culture.

It is hard to expect high-end customers or boutique boutique to take Disney brand seriously.

For her bag, miss Bourne said, "I admit, if I didn't know it was Disney, I would like it better."

But Disney has been trying to change his image.

Since 2002, the company has begun to test water for high-end retail. They have worked with famous fashion designer Paul Smith (Paul Smith), Tan Yanyu (Vivienne Tam), and Dolce & Gabbana to design each Mickey Mouse concept T-shirt worth 1400 US dollars.

Disney Andy, director of the consumer product division at Andy, believes that the inspiration of fashion designers can attract the attention of the avant-garde people, so that they can create some sensational effects while extending the brand Mooney.

Mr. Mooney has a new plan now. He hopes that people will associate Disney brand with luxury clothes, expensive furniture and fashionable jewellery.

At the same time, in order to avoid cognitive confusion, Disney created a new concept of brand identification to distinguish between those sold in Disney stores or theme parks.

The charming Disney Couture series is specially designed for ladies. Men have Bloc 28 series, named after the Mickey Mouse debut in 1928.

The brand of new concept is put on the super star such as Rihanna, appearing frequently in fashion magazines such as Vogue, and this fashion is only sold in high-end department stores such as Vogue or Neiman Marcus (Neiman Marcus).

The $500 million strategy, from a business standpoint, is an important measure for the company to expand its "non cartoon image products", such as dining tables and high-end pens, at full speed. It is an important measure for the company to expand its consumer products department. It is known that the Department has always been known as the Dragon squad sleepwear and the Disney duck key chain.

Disney said that in the next 12 months, sales of household and lifestyle products will reach US $85 million, accounting for 1% of the annual revenue of the consumer goods department.

The company also plans to increase this sales figure to US $500 million over the next 5 years.

For a company that only used doll earrings for decades as a fashion standard, this is indeed a great ambition.

Analysts pointed out that Disney's strategy is very beautiful, although the recent decline in market consumption will bring difficulties to their ambitious sales targets.

In addition, some consumers have found that Disney Couture is too similar to Juicy Couture, a young aristocratic leisure apparel brand.

But in a short time, consumers everywhere will be familiar with the new design.

It is alleged that in an undisclosed deal, WAL-MART has confirmed that Disney will be responsible for the supply of children's bedding next spring.

In addition to supplying conventional "car story" pillowcase and Cinderella sheets, Disney will also have 4 new product lines, and their designs will not adopt Disney cartoon character.

In September this year, Disney and outdoor leisure furniture brand AGIO (Xishan furniture) cooperation, introduced a series of courtyard furniture products.

Next spring, consumers will be able to decorate their backyard with Disney's Animal Kingdom theme park outdoor dining table.

Alternatively, they can choose the Grand Floridian style bar and rotary bar stool for parents who accompany children watching cartoons "Toy Story" DVD, which should be a good relaxing place for Disney.

Other products launched this fall include $1200 worth of Monteverde pen, which uses three Disney style designs. One of the sleeping beauty series, the silver arched design on the cap, comes from the window dressing of the Sleeping Beauty Castle, and the tip of the pen is 14K gold.

Next, there will be a skirt designed by Sue Wong, a designer from Losangeles, who uses the color image of Disney's movie Fantasia.

"More of these products are to reflect the image of Disney, rather than really showing the image of the entity."

Hifig, the former American model of high-end fashion brand Tommy Hilfiger, said Kidada Jones, the daughter of the famous musician Quincy Jones, Jones.

Miss Jones is now speaking for Disney's jewelry series.

The best selling product of her endorsement is a $143 green green woven bracelet. The advertising legend is inspired by Alice's Adventures in Wonderland.

There are two ornaments on the top, which are the plot of the story: a small hanging watch has a small heart shaped pendant, which reads "eat me" and "drink me".

Disney, vice president and general manager of consumer goods department of Donna, said that Disney wanted her image in the consumer's mind closer to the American leisure big J. Crew, rather than the family entertainment products manufacturer. "I hope our products can attract adults, designers and fashion trends," said Sheridan, a consumer and product manager of Disney.

Blunmin Dale's department stores are keen on selling Disney's new fashions because they really emit women's fashion.

"What interests us is that these products do not look like tourist souvenirs."

"These are the clothes that you would like to wear everyday, rather than the cute gadgets from the theme parks," said Blunmin Dale Denise, a regional sales manager of New York department store in the department store of the department store in the department store of the department store in the department store of the department store in the department store of the department store in the department store of Blunmin Dale.

Paul Devine, an interior designer from California, expressed surprise at Disney's household products. They are the product of cooperation with American furniture brand Heritage Drexel. Paul

This series launched 12 models in 2006 and will expand to 50 in the spring of next year.

Disney's traditional value chain, the traditional value chain of Disney group, consists of four parts: film and television entertainment, media networks, theme parks and consumer products.

Among these four, the media and theme parks mainly rely on the two, and the share of the two accounts for an average of more than 80%.

The most unstable income is media network and entertainment. They play a role of "rash" in the whole value chain, easy to rise and fall, while theme parks and consumer products are relatively stable, playing the role of "conservatives", although they are also affected by the overall economic prosperity, but the overall trend is relatively stable.

As the upstream of the value chain, the film and television entertainment has gradually extended to other industries with its own brand advantage, and other extensions have also promoted the development of the entertainment industry in turn, thus enabling the whole value chain to run smoothly.

Although the proportion of content in the value chain is less and less than that of channels, Disney's development focus is still content production rather than channel operation. Disney is expecting the excellent performance of the upstream industry film and television entertainment to drive the progress of other extended industries such as the media network, so as to realize the overall value increment.

However, due to the massive setbacks of Disney in recent years, the lack of excellent content media network has lost vitality because of limiting market screening, but also caught up with the "9? 11" and the US economic downturn, and tourism and advertising industry have been hit by it. Disney's traditional value chain's overall value slide is inevitable.