Disney'S First Trial Camp In China

As the largest media giant in the world, Disney group's business model has been relished by the industry.

Although Mickey Mouse and other animated cartoons have started, their business sources have already developed five major business segments: "radio and television media", "theme parks and resorts", "film and television entertainment", "consumer products" and "interactive media".

The insider told reporters that the derivatives sales of Disney store are included in the Sales Department of the "consumer products department" every year, and this business extends the brand of Disney to the retail industry.

According to Disney's earnings report, the total operating income of Disney listed companies in 2014 was US $48 billion 813 million, of which the total sales income of the "consumer products" sector was US $3 billion 990 million, accounting for 8.17% of total revenue, and this figure increased by 12.39% over the 2013 "consumer products" related figures.

In the 2014 "consumer product" sector, "franchise + publication" and "retail + other sales" were 2 billion 540 million US dollars and 1 billion 450 million US dollars respectively.

As an important process to pform Disney's animation brand into real gold and silver, the atmosphere is the key to success or failure of Disney store. After several main shopping areas including Mickey and Minnie, Princess Disney, Picks, manwei and other main shopping areas, consumers seem to be able to resist the temptation of "consumption impulse".

Although Disney formally entered China in the early 90s of last century, Disney's consumer goods operation has been carried out in the form of authorization.

Until now, when the first direct shop was located in Shanghai, how to deal with the relationship between Direct stores and agencies has become an important topic of concern.

"Although we have 300 Disney outlets in the world, there are no plans to expand outlets in other cities except Shanghai.

Disney wants to try to run the store first, and then slowly plan the opening of other new stores.

The insider told reporters.

"Disney will not restrict the number of authorized agencies, because 99% of the stores and authorized stores have been identified and misplaced, so there is no risk of competition in the same industry."

Since 1930s, Disney has shown the first animated cartoon in China. Up to now, there are more than 3000 employees in Beijing, Shanghai and Guangzhou. Disney's business in China almost duplicates the business model similar to that in the US.

According to Disney, in addition to radio and television business in China, it is difficult for the channel to go to the ground. The business scope of the company in China almost covers all kinds of entertainment, theme parks and holiday resorts, consumer goods, media networks, interactive media and English language training business.

Public information shows: in September 2005, Disney formally opened his garden in Hongkong's Disney Park, the first theme park in China.

In 2008, the first Disney English settled in Shanghai.

In 2011, Walt Disney Company and its joint venture partner Shanghai Shen Di Group announced that the Disney resort in Shanghai broke ground.

In May 20, 2015, Shanghai Disney flagship store opened in Lujiazui.

For many years of accumulated brand foundation, Guotai Junan a media board researcher pointed out that with the help of the profound cultural implications of the animation industry, Disney's business model highlights the "multiplier effect".

Consumers will gradually develop brand identity to Disney's cartoon characters and products.

Specifically, Disney can be related to specific products, images,

Profit is repeated in service or service to form multiplier effect.

In this way, from the animation of the upstream source to the second round of theme park revenue generation, and even the last brand products and chain operations, Disney used the "Disney" brand as multiplier, multiplying various business ways to gain huge profits.

It is understood that at present, Disney's business scope covers not only the animation industry, but also watches.

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The company has thousands of brand authorized enterprises worldwide, and its overall business value is quite impressive.

It has been proved that the market value of most Disney authorized traders is largely due to Disney's brand effect.

For example, the completion of Disney in Hongkong has become a new engine for the development of Hongkong's tourism industry, and has brought positive responses from the capital market.

Thanks to the radiation effect of the brand of Hongkong Disney Park, Giordano and Giordano have also achieved better returns.