From Mickey and friends to Strawberry Bear Centennial Disney are still making surprises

2023 is the 100th anniversary of Disney. At the launching conference of the Disney China 2023 Consumer Products Department recently held, Disney announced the next series of consumer goods strategies, around Disney, Pixar, Marvel, Star Wars, national geography, Avatar and other character stories series, Disney will create more Derivatives, around young people and family customer bases, will also be inclined. Centennial Disney is still surprised to consumers.

Release the trendy experience culture

Disney steps to reach young people's life context

If the impression of Disney is only Disneyland, it is a bit limited. At present, Disney has more than 600 authorized partners in mainland China, Hong Kong, China, and Taiwan, and nearly 450 mainland China. The product covers all aspects of life, covering various categories such as cosmetics, clothing, toys, food, home furnishings, and cars. The cooperative brands not only have popular consumer brands such as Li Ning and Chow Tai Fook, but also international brands such as Givenchy.

In terms of landing activities, Disney also shows the characteristics of innovation. In August last year, Donald Duck's summer shaving theme showed airborne Chengdu IFS. Through retro and old creative scenes and multiple trendy fun experiences, it restored humorous and unlimited Tang Lao Duck Children's Hearts. At the same time, there are rich Donald Duck products at the pop -up shop for fans to buy.

Since June 2021, the Global Tour Exhibition of "Curiosity: Mickey Art Exhibition" has landed in Shanghai, Chengdu and other places. The audience saw a variety of Mickey images at close range. Unlike the original Mickey image, which was originally familiar with the public, Mickey here was shaped by different media such as painting, sculpture, calligraphy, installation, sound, etc., showing the image of Mickey, which cannot be defined, and social platforms such as Xiaohongshu for a while.

In the past two years, Disney has focused on the lifestyle of modern young people, creating consumer channels closer to young people's lifestyle, and also carried out more diversified marketing activities and product categories. Innovate the cultural circle of young people to embrace the rapidly changing market and consumers.

Combined with the traditional festival of Japanese earthwork marketing

Disney's five major choice standards for authorizations

Every year, with the arrival of the Chinese Lunar New Year, consumers can feel the Disney -like "New Year's Ritual". Taking the Year of the Tiger as an example, Disney has become a well -deserved zodiac star. Disney China has been promoted in all aspects of customization, video content, and social media as its core, attracting more than 40 brands to cooperate with Disney to launch products, covering more than 2,000 offline stores; online platforms, including Tmall, Alipay, shake, shake The sound also participated in the official linkage and launched a limited experience such as the "collection of the five blessings" Disney red envelopes. It also increased sales conversion while touching the wider consumer. In addition, jumping tiger co -branded pajamas and Pepsi Federation of Tiger Tigers have also become a good thing for consumers to celebrate the New Year.

Every year, the New Year can always produce explosive products, and to a certain extent, it also shows the quality of Disney licenses. Earlier, Lin Jiawen, senior vice president and general manager of the Greater China and South Korea's consumer goods, revealed that there are five major standards for the controller's control of Disney: product development design capabilities, distribution capabilities, management capabilities, financial capabilities, and promotion capabilities. Lin Jiawen said that Disney needs to comprehensively measure these five major standards to choose contract partners. This is also a guarantee for Disney's retail industry in China.

The immersive world created by Disney

It's not just a character image but a story that seize consumers

If you understand Disney enough, you will find that Disney's "IP" is different from the IP in other markets. It is not just an authorized image, but a different "story character series". In order to further have an emotional connection with consumers.

As a century -old company, Disney has core brands such as Disney, Pixar, Marvel, Star Wars and national geography, and has classic characters such as Mickey and friends, Avatar and other classic characters. In order to further enhance the brand awareness and favorability in the consumer goods market, Disney will continue to invest in its evergreen story series, constantly digging the new perspective of classic stories, and injecting a new vitality into more Disney characters.

Take the Pixar animation "Toy Story" series as an example. Last year, Disney China launched the "Rice" Bear Bear Hand "marketing activity for the first time with the theme of strawberry bear, which detonated the boom of strawberry bear. According to the latest plan announced by the Disney Consumer Products Department, next year, Disney will present the theme market activity of Pixar's "Playing Draw", gathered strawberry bear, three -eyed, Bath Lighty and Red Panda, and invite more deeply to suffer. The Pixar character that consumers love bring Pixar's vitality to different cities in the country.

Take the blue alien Stitch in "Star Baby" as an example. In order to celebrate the 20th anniversary of Stick, the theme market activity of the "Stick Summer Surfing Store" launched by Disney this year is bright. Combined with the beaches, surfing, and affection in classic animations, young people's favorite outdoor outdoor outdoor outdoors are used The concept of water sports, Lu Chong, and music gives Sticks a more three -dimensional image. Consumers can immerse this cute blue alien in the Steicy surfing experience.

Rich and vivid stories have brought out more and more characters, which can be tapped for copyright owners and brands.The rich character of the character and high -quality authorized providers are Disney's steady stance to make surprises to the market.The product has a life cycle, but the character image can last, and it continues to create value.With a huge character library, Disney is online, good at using cross -border cooperation to appear in many categories such as cosmetics, clothing, toys, food, home furnishings.The appearance of high -frequency, attracting consumers' attention, and offline can continue to contribute to imaginative creative activities.For a long time, Disney's various vivid characters have laid a good fan foundation in their native forms, bringing natural traffic to the launch of subsequent products and activities.Several characteristics of fans' loyalty, long life cycle, and obvious head effects are Disney's specialty.Perhaps this is the important reason why Disney is nearly 100 years old and can still bring surprises to consumers.

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