Enlightenment From The Opening Of Disney Flagship Store In Shanghai To The Domestic Children'S Products Industry

On the eve of the June 1 children's day, the world's largest Disney flagship store opened in Shanghai, with a total area of 5860 square meters, selling over 2000 kinds of Disney goods.

Although the opening ceremony was in the afternoon, many people lined up in front of the store early in the morning, and nearly 100 people were left at 9:30.

What will the inspiration of the arrival of the flagship store bring to the domestic toys and baby products industry?

With the recent upsurge of Disney's real version of Cinderella, the blue princess dress is very popular. A little girl immediately asked her to dress and enjoy her princess dream after the parents bought these 161 gifts.

Behind the popularity of Disney's flagship store is Disney's success in cultural communication over the years.

"Children like products that are related to screen idols, and can strengthen partners in the screen to the real world."

Luo baby's creative company, general manager Tian Jia said.

In addition, Disney also attaches great importance to cultural integration and localization.

Disney's flagship store in Shanghai specially designed some elements of China and Shanghai.

It is said that 90% of the flagship stores are designed and produced specifically for the Chinese mainland market.

"The cultural attribute of products is the focus of communication."

Tian Jia said that in the creation and marketing of cultural products, Disney and other foreign businesses could be used to study the habits and preferences of the audience in depth.

For example, "Mulan" is everywhere Chinese culture, but by foreign companies produced excellent animation.

Zhang Rui, who worked in Shanghai, bought a red car in Disney's general mobilization.

"It's expensive, but the quality is good."

In some small toy shops or roadside stalls, there are similar cars, which are cheap, but most of them do not have complete packaging, nor do they have the "CCC" (China Compulsory Product Certification System) logo.

Liang Mei, President of China toys and Baby Products Association, said: "in the past 30 years, the overall level of quality and safety of toy products has been steadily improving.

However, compared with the developed countries such as Europe and the United States, the quality level of toys and baby products in China still has room for improvement.

Liang Mei believes that we should pay close attention to the 4 issue, that is, there is no standard production or standard, and the enterprises do not produce according to the standard. The quality of the products sold by the network channel is not high, and the effectiveness and thoroughness of the government's law enforcement, as well as the perfection of the linkage supervision mechanism of the government, industry associations, media and consumers.

It is understood that toys made in China are

It accounts for more than 70% of the world's total. It is a big toy producing country, but it is not a powerful country.

In Liang Mei's view, from big to strong, push forward.

Mutual recognition with international standards is essential.

"We should integrate Chinese standards and made in China in the international market to solve the problem of products manufactured in China according to foreign standards."

"With the development of China's toys and baby products industry, the relevant standards are also constantly improving. The relevant national standards for toys and baby products in China are based on product safety, technical performance, testing methods and identification instructions to build a solid foundation for the safety of children's products."

Liang Mei said.