How Many Disney Can You Find In The Mall In Downtown Shanghai?

Disney's Star Wars: the awakening of the force has been on the theme exhibition for nearly a month in the iapm shopping mall on Huaihai Road in Shanghai.

Disney has always been a "incomplete" existence in China.

In short, the part of ideology is never able to land because of policy reasons.

In the atrium of the mall, Disney built a stereo booth about two storeys high, and the storm soldiers and the black warriors arranged in sequence.

Some of the Christmas trees on the side are also marked with the most famous weapon of the Star Wars series, lightsaber.

In some of the few corners of the mall, Disney has set up many star wars role boards, such as the following, scanning the two-dimensional code on the character board and answering relevant questions, so that he can get character cards at the service counters of the shopping malls.

Actually, elements of star wars can be found everywhere.

For example, we found the Star Wars notepad in the Moleskine store on the third floor of the mall.

You will see more "Disney elements" in the rear. We deliberately look for it in this building to see how many places exist in Disney's consumer goods.

The motivation for doing this is also very simple. Disney is known as one of the most powerful consumer company, and its authorized products are numerous, but the number of specialized shops is limited.

What is the logic of this company's consumer goods?

The Star Wars exhibition, mentioned earlier, is naturally preheated for the movie "Star Wars: Awakening of force", released on January next year in 9.

In our previous article, we have analyzed why star wars do not work in China. In other words, Disney's work in China is to let the consumers who know nothing about Star Wars build up their understanding of the movie. What else is more impressive than the big hand?

In addition to Shanghai's iapm, Beijing Sanlitun, Guangzhou Tianhe and Chengdu ocean Taigu have exhibitions.

They have two common characteristics: the gathering of young consumers, as well as enough display space for display.

Consumer goods are a weapon of Disney company.

It has so many animated images. Why not use it as a driving force for people to buy and buy? If you read "curiosity daily" more, you will find that we spare no effort in analyzing the relationship between all the business of the company.

Film, paradise, consumer goods licensing, television programs, games, Disney mode is the dream of all entertainment companies, in our previous Hollywood theme, there was an article devoted to this point.

Now, let's see how it works in a shopping mall.

In the H&M of the B2 layer, we found the T-shirt printed with the head of the mickey mouse.

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Not far away, I.T's Chao CHOCOOLATE CHOCOOLATE is a series of games TSUM&TSUM developed by them.

On the other side of the Moussy is a sweater printed with a complete Minnie image.

In the shops of extreme sports Vans, we found a 101 loyal dog theme backpack.

On the screen outside the shop, an advertisement on Vans was launched last year.

In the advertisement, the famous orangutan Cobaca, who participated in a skateboard competition in Star Wars series, was the storm soldier in order to maintain order.

In the toy counter at City Super Super, we see many toys using the characters.

Lego launched a series of building blocks based on Star Wars. Players can use these blocks to spell the iconic Falcon and other spaceships in the movie.

Funko, an American toy dealer, is famous for its stylized dolls. In this supermarket, we found their dolls developed from snow treasure in snow and ice.

In the stationery area of the supermarket, we saw the display of "Wei Xing" and "Star Wars" derivatives on the shelves, such as the storm mobile phone shell, the key chain of iron man and so on.

There is such a corn ball in the food area. The packaging of the tin can be printed on the images of the two princesses Elsa and Anna in "ice and snow".

The last one you have seen in many places: a big white doll hung on the wall.

In the corner of the shop, there are many such big white dolls and neck pillows together to be piled up into a hill.

Whether they are authorized products or not, we don't know.

In China, almost all the commodities with Disney elements are handed over to authorized developers.

This situation did not change until Disney opened the first direct store in Shanghai in May of this year.

Do you remember "Little Dragon Club"? After that, there may be nothing.

The number of movie plays is also hard to get back.

The only thing that can be done is consumer goods.

In fact, Disney's consumer goods operation has been greatly adjusted around the world.

In the 2000 year of the year, the Disney store was expanding rapidly, but with the increase of operation and manpower cost, Disney decided to turn the direct store mode into

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However, in 2008, Hoop Retail Stores, which was authorized by Disney store, went bankrupt because of poor management.

After that, Disney began to adjust his way of running shops.

In the 11 month of 2009, Disney listened to Jobs's proposal, turning the store into an experience space, the most recognizable brand logo, which is the key to the success of the apple store, which is used in Disney store, hoping to rebuild the face of Disney store.

The project was finally successful, and Disney decided to bring it to China.

Although Disney's store has been successful,

A large number of authorized vendors are still retained, otherwise they can not cover so many commodities.

Therefore, most of the products with Disney elements are the result of cooperation between Disney and authorized dealers.

The Moleskine, Lego, H&M, CHOCOOLATE, Vans and Funko we mentioned before are all authorized providers.

These brands are famous.

Moleskine is the world's most famous stationery brand. Its notepad has a large number of fans.

Lego surpassed the Mattel Inc that made Bobbi doll last year to become the world's largest toy manufacturer.

H&M is one of the most famous fast fashion brands.

"When choosing an authorized business, Disney will see whether the company is the leader of the industry."

"We will also pay attention to whether the authorized vendors are willing to continuously upgrade their products and whether they have a mature sales channel," said Lin Jia Wen, general manager of the consumer goods division of China, Disney.

How big is this business? In 2014, Disney's consumer goods department earned nearly $4 billion in revenue and contributed more than $13 billion.

From the point of view of earning power, consumer goods are not inferior to films. In 2013 and 2012, although the revenue of the film department is far greater than that of the consumer goods sector, the profit of the consumer goods sector is higher than that of the film department.

More important than money is a "Disney everywhere" consumer impression.

Why is Mickey and Disney developing other characters never forgotten? That's the reason.