UNIQLO And Disney Cooperate To Dig Film And TV IP Resources

The world-renowned clothing brand UNIQLO (UNIQLO) is moving towards a new dimension with the collaboration of IP, an intellectual property giant, with Disney.

A few days ago, UNIQLO announced that after the cooperation with Disney in 2009, the two sides will issue a new MAGIC FOR ALL series.

Previously, the scope of cooperation between the two companies was limited to UT (T-shirt) and sweater coat series. Now this range will extend to down garments, fleece and flannel.

Moreover, marketing cooperation on cultural film is also advancing rapidly.

At present,

There are more than 1600 shops in the world, while the Chinese market accounts for about 400 of them. Meanwhile, the number of 80-100 stores is increasing.

"In the cooperation with Disney, China is an important part, and there will be a specific content for the Chinese market."

Wu Pinhui said, "Mickey Mouse is the main product now. The future may be a shopping experience in a movie shop. These designs will change along with them.

We hope that the cooperation level will not only be sold at the back end, but also be discussed actively in the front end.

When asked to promote cooperation with mature IP enterprises and weaken product functionality, Wu Pinhui pointed out: "UNIQLO product line is very wide, some are functional appeals, some are designed, others are both, and their positioning is different."

"Both companies attach great importance to innovation and creativity, and have a common goal in pursuit of innovation.

Although Disney "sold" a lot of creativity, and the entity is the strong advantage of UNIQLO.

In common

In the hope of putting the experience into full play in the process of shopping and shopping, and even launching some online and offline linkage activities.

Wu Pinhui, executive director of fast marketing (China) Trading Co., Ltd., and CMO of Greater China, spoke in an interview with the twenty-first Century economic report.

The reporter learned that the cooperation between the two cross-border giants was extended by the "group of olive branches" of the fast selling group of the parent group, which is located in UNIQLO. At present, all major cooperation decisions are directly linked by the two group headquarters.

The Chinese market plays an important role in the whole game, such as the first market and flagship store display.

John Jay, global creative president of fast marketing group, said that cooperation with Disney is not just a product level. From shop activities to design creation, it hopes to combine with the logo brand of Walt Disney Company.

It is not hard to find that in recent years

And its subordinate film and television companies dominate the popular box office at home and abroad, and these well-known cultural cartoon image IP is an important tool for its cash flow.

In addition to the classic Mickey Mouse series, the theme of the two sides' cooperation is also a series of popular films such as star wars, toy story, Avenger League and ice and snow.

However, for the cooperation mode which has always been highly concerned by the outside world, Disney and UNIQLO have been keeping tabs on each other, emphasizing only "long-term deep cooperation".

"The two companies are now in a state of" pcendence ", starting with the concept and landing on the product, shop design and even O2O interactive experience.

Disney's IP cooperation is not exclusive, and both sides are exploring further cooperation models in the future.

Wu Pinhui stressed, "we are optimistic about the possibility of expanding cooperation in the future."

It is understood that by the end of September, UNIQLO will specializes in the five floor of the global flagship store in Shanghai, which is a cooperative "store in store" to sell goods related to the theme independently.

Wu Pinhui told reporters that the company hopes that when the two sides cooperate with the product, this zone will be able to exist.

"This is another investment, and the scale is considerable."

For UNIQLO, who has already played a big role in the Chinese market, it is an important demand to utilize Disney's enthusiasm to revitalize O2O format and marketing.

In the first half of the first half of this year, the image of the popular IP was licensed to the casual wear giant Giordano and UNIQLO 2 months before the debut of the avenger League of Disney.

UNIQLO is making use of its many physical stores to pform its display, followed by blockbusters to promote sales.

According to the introduction of UNIQLO, final sales exceeded expectations.