Why Does A Movie That Has Been Released For Nearly 3 Years Can Also Lead To Strong Consumption?

"Daughter said to wear it, then change it for her."

Shanghai

In the shop of paradise, Emma put "Elsa" (heroine).

Buy it and then change it directly to a 4 year old daughter.

Park staff privately revealed that at least 30% of the princess's skirt sold by the store came from "ice and snow".

Why is a movie that has been released for nearly 3 years can also lead to strong consumption? This is Disney's strong point. The ticket money is only a small CASE, watching the young people who are full of Mitch's hoops in the park, and the parents who can't stop buying, they know the derivatives.

It's not surprising.

A princess skirt sells 3 million pieces a year.

The model effect of snow and ice

"Ice and snow" was one of Disney's most successful animations, and took 1 billion 270 million dollars at the end of 2013.

What is even more remarkable is the derivative effect, especially the "princess skirt".

According to US media reports, less than a year after the movie was released, 3 million sold across the United States (priced at $149.95), earning about $450 million.

Subsequently, Disney and the wedding dress brand Alfred Angelo designed a wedding dress inspired by the queen of Elsa, which caused fans to imitate. Foreign lovers also made their own clothes with one hundred thousand water drill.

To this day, the Elsa princess skirt is still a good girl's heart. In Shanghai Disney Park, there are little girls wearing Princess skirts.

"I get into the ice and snow skirt every season, because it sells well, which is at least 2~3 times higher than that of the ordinary dress."

Taobao shoppers who bought Korean children's clothing also took a ride.

Last year, Disney executives publicly said that ice and snow could bring us $1 billion a year.

In fact, before the movie was released, Disney company was considering increasing this theme area in the park.

In the Disney park near Losangeles, in 2014, we joined the "ice and snow" hut. In the flower parade, the heroes of ice and snow are also scheduled to appear in the first place.

Recently, the Maelstromride of Orlando Park in the United States has been pformed into the theme area of snow and ice. Tourists will sail through the Queen's icy castle in Elsa, which is said to be in line for 300 minutes.

So this skirt is just the tip of the iceberg.

Consumer goods income in the year is $4 billion 490 million.

Disney is the world's largest authorized provider.

Recently, the Zhejiang Ansheng Polytron Technologies Inc is busy with the rush to work. As a classic channel for the licensing of cartoon characters (beginning in 2012), Ansheng will put the image of the crazily animal city on the straw cup.

The same as Zhejiang enterprises, Disney's version of zongzi was also listed shortly before Wu Fang Zhai.

The same lively Chinese enterprises also include Lao Fengxiang, Mitch, Da Bai, Vigny and "seabed general mobilization 2" jewelry, old Beijing cloth shoes and so on have also been authorized.

It is said that many Chinese companies are queuing up for authorization.

Before the opening of Shanghai's Disney, a number of strategic alliance agreements were announced. GM, Mengniu, PepsiCo and Kangshifu were more than 10 partners. At the same time, the park also had more than 50 tenants and more than 30 tourist enterprises providing tourists to them.

Danish jewellery brand Pandora is not only a member of the Shanghai Disney strategic alliance, but also a tenant of Disney town. The monthly sales volume of its small town doubles as expected.

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Some people even launched the "X Disney" series earlier.

In the Disney Park, Qianjiang Evening News reporter saw many young people wearing T-shirts with UNIQLO and Disney. The themes were from Star Wars to heroes.

UNIQLO opened its first Disney concept store in Shanghai last September, saying that "this is a preheating for the opening of the Shanghai paradise in Shanghai".

The authorised Walt Disney Company told the Qianjiang Evening News that authorized data has been changing, but Disney is surely the world's largest authorized provider.

According to Disney's 2015 earnings report, it earned $52 billion 465 million a year, of which $4 billion 490 million was spent on consumer goods.

"In 2015, we sold 38 products per second in China, and the consumption sector grew by more than two digits."

Walt Disney official said.

Mother decides family consumption.

Staring at young women can make long-term business.

Walking in Disney, Shanghai, she would meet the more than 20 year old girl who bought the Duffy from time to time, picking up the bear at the same time, and shouting "this is Disney's three big pit for burning money!" while the other side has already carried the bear and the clothes to pay the bill. She has not forgotten to return to her companion and say, "at any rate, it is cheaper than Japan's Disney."

Many years ago, Disney gave the impression of targeting young people. But after 2005, he bought Picks, man Wei and Star Wars series. The content line expanded and the consumer groups changed. In 2013, 25% of the main consumers of Disney's products were adults. In 2015, the figure reached 35%, and the future will reach 50%.

Among adults, they found a key breakthrough: young women.

Walt Disney official told reporters that they had conducted a survey.

The survey shows that Chinese young women spend 1000 yuan a month on fashion products.

Disney wants to know their hobbies, and can lay down product channels for targeted products.

They realize that young women's character, hobbies and character affect family and children.

"Most of the time, what young mothers decide to buy? I met many customers, all of whom were chosen by my mother for her daughter.

For young children to see what cartoons, parents, especially mothers, is the first screening.

We also met with mom and daughter arguing about which Princess Doll looks better. Finally, the two one bought it, saying it's one person, one person.

Staff members of the Disney Park in Shanghai sell their products.

Reporter's notes

Uneasy to do the main business

Where can derivatives be?

In Shanghai Disney Park, a Mickey helium balloon sells for 60~70 yuan.

This kind of refreshing is desired by many businesses.

But derivatives are not what they want to do.

First of all, good film and television works are the foundation.

Snow white, for example, was released in 1937 and is still known to children today.

In addition to authorized brands, most of the goods sold in Disney Park (7000 of Shanghai's Disney) are designed by themselves.

And 90% of the products sold in China are designed and produced locally.

Gu Zhengwei, director of commodity Department of Shanghai Disney Park, said that in addition to the traditional 3C elements: color, image and loveliness, they now have fourth more C elements, which are Chinese elements.

For example, the "retro Shanghai" series was sold in Disney Park in Shanghai. Minnie wore a cheongsam, and peonies were added to the hair ornaments.

Chen Shaofeng, vice president of the Cultural Industry Research Institute of Peking University, once said that Disney's secret lies in constantly evolving the original classic image.

Cinderella, for example, was first released in 1950. After that, Disney repaired it. In 2012, the diamond version of Cinderella came out.

In 2015, the live movie came.

For Chinese enterprises, the ability to build strong IP is the foundation, and the ingenuity that we invest determines the possible feedback.

Envy is better than a solid product.